Tourism in Glasgow 2011

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1 VisitScotland Tourism in Glasgow 2011 Facts & Insights Insight Department, January 2013

2 Contents Introduction... 3 Headline Figures - Staying Visitors... 3 Trends in GB and International Tourism to Glasgow... 4 Annual Figures 2011: Glasgow compared to Scotland... 7 GB Tourism to Glasgow by Area of Residence... 7 Overseas Tourism to Glasgow - 6th ranking city in the UK... 8 Overseas Tourism to Glasgow - Top markets... 9 Visits to Glasgow by Purpose Day Visits to Glasgow Accommodation Occupancy Putting short term trends into context Sources of further information About the Data

3 Introduction This report aims to provide a summary of statistics and trends on tourism in Glasgow. It gathers information from the suite of national tourism monitors managed by VisitScotland s Insight Department, along with other national statistics and commissioned research. Most of the statistics are produced from surveys. As a result, data at sub-region level is based on a relatively small sample size. This can increase error margins and therefore data should be treated with caution. Additional information on specific sectors (e.g. accommodation) is available separately and links to further information can be viewed on This document complements the regional factsheet on Tourism in Western Scotland 2011 produced by VisitScotland and available on Sources Great Britain Tourism Survey (GBTS) International Passenger Survey (IPS) United Kingdom Tourism Survey (UKTS) 2010 VisitScotland s GB Day Visits Survey 2011 Scottish Accommodation Occupancy Survey 2011 Headline Figures - Staying Visitors Glasgow attracted 2.2 million staying visits in Visits from the domestic GB market made up 78% of visits to Glasgow, some 1.73m visits. Visits from the international market represent 22% of all visits, with 0.47m visits. The average length of stay in Glasgow is 2.1 nights (GB visitor) and 6.1 nights (international visitor) Within the GB market, 55% are from England, 43% from Scotland and 2% from Wales. While the GB market has grown steadily in recent years, the international market has seen a decline in visits to Glasgow. Taking visitor figures averaged over the last 3 years, the USA is Glasgow s largest single overseas market, followed by Germany and France. Annual figures for each market can be highly variable, reflecting factors such as changing market conditions, availability of direct flights and specific events e.g. sports events. 3

4 Visits (000s) Tourism in Glasgow 2011 Trends in GB and International Tourism to Glasgow Trends in Staying Visits GB overseas total Year Overnight Visitors to Glasgow: 5 year average ( ) GB 1,589,000 International 607,000 Total 2,196,000 The above graph illustrates the trend in visits to Glasgow since GB visitor numbers in 2011 were above the 5 year average, having shown consistent recovery since However, international visitors were below the 5 year average having declined year on year since % of overnight visitors to Glasgow in 2011 were from the GB market (Scotland, England and Wales). For Scotland as a whole 85% of visitors are from within GB. 22% of visitors to Glasgow were from international markets, compared to 15% for Scotland. 4

5 Nights (000s) Tourism in Glasgow 2011 Trends in Visitor Nights , ,848 3,876 3, , ,877 GB overseas total Year Visitor Nights in Glasgow: 5 year average ( ) GB 3,876,000 International 3,638,000 Total 7,514,000 The above graph illustrates the trend in visitor nights in Glasgow since Visitor nights in 2011 were below the five-year average at 6,502,000. Both GB and International visitor nights show a declining trend over recent years. 56% of visitor nights in Glasgow in 2011 were from the GB market. For Scotland as a whole 72% are by GB visitors. 44% of Glasgow visitor nights accrued from international markets, compared to 28% for Scotland. 5

6 Spend ( m) Tourism in Glasgow 2011 Trends in Staying Visitor Spend GB overseas total Year Overnight Visitor Spend in Glasgow: 5 year average ( ) GB 344m International 218m Total 562m The above graph illustrates the trend in visitor expenditure in Glasgow since GB visitor expenditure was above the five-year average; however international spend was at a six-year low. In 2011, GB visitors accounted for 67% of expenditure and international visitors 33%. For Scotland as a whole the picture is the same, with GB visitors accounting for 67% of total spend, and international visitors 33%. 6

7 Annual Figures 2011: Glasgow compared to Scotland Overnight visits Glasgow Scotland Glasgow as % of Scotland total GB visits 1,730,000 13,360,000 13% International visits 475,000 2,340,000 20% Total visits 2,205,000 15,700,000 14% Average length of stay Glasgow Scotland GB 2.1 nights 3.4 nights International 6.1 nights 7.5 nights Total 3.0 nights 4.0 nights Average spend per trip ( ) Glasgow Scotland GB International Total GB Tourism to Glasgow by Area of Residence 2011 visits compared to 2010 GB Tourists by Country GB visits (2010) GB Visits (2011) % change of Residence England 1,142, ,000-17% Scotland 477, , % Wales 38,000 33,000-13% Northern Ireland 92,000 n/a n/a Total GB 1,657,000 1,728,000 +4% Sources: GBTS, UKTS Visits from England represented 55% of the total visits from the GB market to Glasgow in Overnight GB tourism to Glasgow rose by 4% in 2011 compared to 2010, while trips to Scotland overall rose by 11%. Scottish residents trips within Scotland were up 9% on 2010, and Scottish residents trips to Glasgow increased by 56%. 7

8 GB visits by country of residence and trip purpose GB Visitors by Country of Residence England Trips (000s) Scotland Trips (000s) Wales Trips (000s) Holiday (pure) * * nights Holiday (pure) 4+ 73* 9* 14* nights Total VFR 195* 269 0* Business * 0* Other 8* 41* 0* Total * *Small sample size Average spend per night by country of residence and trip purpose GB Visitors by Country of Residence England Spend ( ) Scotland Spend ( ) Wales Spend ( ) Holiday (pure) * * nights Holiday (pure) 4+ 38* - - nights Total VFR 51* 42 - Business * - Other All Visits * * Small sample size Insufficient sample size for analysis Overseas Tourism to Glasgow - 6th ranking city in the UK Rank City Overnight visits London 15,289,000 2 Edinburgh 1,342,000 3 Manchester 934,000 4 Birmingham 733,000 5 Liverpool 545,000 6 Glasgow 475,000 Source: IPS After 3 years as the UK s 5 th most visited city by international visitors, Glasgow was overtaken by Liverpool in This may be in part due to Liverpool s improved connectivity in recent years, with a number of low cost airlines serving European destinations, as well as its location close to large centres of population in Manchester, South Yorkshire and the Midlands. 8

9 Overseas Tourism to Glasgow - Top markets Rank Country of Residence Staying visits: 3 year Average USA 63,000 2 Germany 62,000 3 France 51,000 4 Spain 39,000 5 Australia 35,000 6 Canada 34,000 7 Poland 30,000 8 Ireland 29,000 9 Italy 22, Netherlands 21,000 Source: IPS Top Markets - Trends over Overseas visitors to Glasgow USA 105,000 65,000 60,000 63,000 65,000 Germany 59,000 55,000 56,000 58,000 72,000 France 44,000 39,000 59,000 59,000 35,000 Spain 64,000 30,000 49,000 38,000 31,000 Australia 41,000 20,000 34,000 41,000 30,000 Canada 33,000 24,000 35,000 31,000 36,000 Poland 27,000 32,000 50,000 27,000 14,000 Ireland 89,000 63,000 52,000 19,000 16,000 Italy 50,000 28,000 26,000 27,000 14,000 Netherlands 30,000 34,000 14,000 22,000 28,000 Source: IPS As the above table shows, there is considerable variability year on year from some markets. Changes in connectivity (e.g. direct flights to Glasgow) can influence this, as well as market conditions. However some general trends can be identified. Visitor numbers from Spain and Italy have fallen, which may be a result of the Euro crisis and poor economic conditions in these markets. Visitors from Ireland have also fallen sharply. The German and Canadian markets remain strong. 9

10 Visits (000s) Visits to Glasgow by Purpose Trends in Overseas Visits by purpose Tourism in Glasgow Source: IPS Year Holiday VFR Business Other Study Volume and value of overseas trips by Purpose 2011 Trips (000s) Nights (000s) Spend ( m) Average nights Spend/night ( m) Holiday VFR 106 1, Business Other Study Source: IPS 10

11 Visits(000s) Tourism in Glasgow 2011 GB visits by Purpose Year Holiday VFR Business Other Source: GBTS Volume and value of GB trips by Purpose 2011 Trips (000s) Nights (000s) Spend ( m) Average nights Spend/night ( m) Holiday VFR Business Other Source: GBTS Day Visits to Glasgow In 2011, there were 21 million day visits to Glasgow generating a total spend of 926 million. The average distance travelled by visitors was 31 miles. Accommodation Occupancy 2011 % Occupancy Levels Hotels (Glasgow & Clyde) Bed 48 Room 69 Self-catering Caravan & Camping Parks (Glasgow & Clyde) (Glasgow & West Central)

12 Putting short term trends into context The short term trends from coincide with a period of economic instability and business uncertainty. The global financial crisis of and continuing uncertainty and austerity measures have negatively impacted consumer confidence and trading conditions. In particular the Eurozone crisis has impacted some of our largest international markets. The dropped in value against the Euro through the second half of 2008 and This trend then reversed from 2010 with the becoming steadily more expensive for visitors from the Eurozone saw a number of significant events that impacted tourism and consumer behaviour including heavy snow, the eruption of Icelandic volcano Eyjafjallajokull and consequent disruption to flights, and business and political uncertainty before and after the general election was a very successful year for tourism in Scotland and may have been the peak of the post-recession and Euro crisis staycation effect. Conditions were more challenging in 2012 with poor weather throughout much of the UK and the relative strength of the against the Euro. Sources of further information Further insights can be obtained by using the national survey statistics summarised here in conjunction with other indicators from across the tourism industry in Glasgow. Some examples include: Glasgow Airport reported that 2012 was its best year since 2009, with nearly 7.2 million passengers passing through the airport, an annual increase of 4.2% (6.4% increase in international travellers, 2.1% increase in domestic travellers). The increase was helped by new direct flights to Amsterdam, Barcelona and Rome as well as a second daily Emirates flight to Dubai affording connections to many long haul markets. For more information please visit the media centre at The Riverside Museum was Scotland s 2 nd most popular free visitor attraction in 2011, with over a million visitors, closely followed by the Kelvingrove Art Gallery and Museum with nearly 982,000 visits. (Source: The Moffat Centre Visitor Attraction Monitor, cited in n_scotland.aspx) Accommodation Occupancy levels (Scottish Accommodation Occupancy Survey). For more information please see IPS Pivot Tables: Data on international visitors, collected through the International Passenger Survey (IPS), can be directly accessed using Excel pivot tables. These allow selection of data sets and basic analysis. Information at regional level is often based on small sample sizes (use of sample sizes smaller than 30 is not recommended). The tables are available on the VisitBritain website at 12

13 About the Data Statistics From 2011, domestic tourism data is compiled for GB (Scotland, England and Wales) in the Great Britain Tourism Survey. Previously data was complied at UK level (including Northern Ireland). Percentage figures may not add up to 100% due to rounding and, as with all surveys, the data at sublevels, based on relatively small sample sizes, are less reliable. Definitions A tourist trip is defined as a stay of one or more nights away from home for holidays, visits to friends and relatives, business/conference trips or any other purposes except such activities as boarding education or semi-permanent employment. Tourist Bednights are those spent away from home using any type of accommodation, or in transit, on a tourist trip. Tourist Expenditure is spending incurred whilst away from home on a tourist trip and on advance payments for elements of such trips. Holiday includes domestic (GB) trips staying with friends or relatives (VFR) that are mainly for holiday purposes. VFR includes all Visiting Friends and Relatives trips that are not mainly for Holiday purposes. Disclaimer VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any errors or omissions. Some data is provisional and subject to change with the final release of information from third parties. Latest data can be obtained direct from the listed sources. For more on Scottish tourism statistics please refer to: Contact us Insight Department, VisitScotland, Ocean Point One, 94 Ocean Drive, Edinburgh EH6 6JH T:

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