Spain Facts and Insights

Spain Facts and Insights Key Facts Economic Market population Outbound Travel Market Size UK s share of Spanish outbound market Scotland s visitors from Spain GDP growth forecast 2012 +0.3% (OECD) The value of the Sterling is 25% lower than a decade ago for visitors from Spain (2011 VisitBritain) 47 million (2011, VisitBritain) Madrid is the largest city in Spain home to 3 million people, followed by Barcelona, Valencia and Seville in order of inhabitants 20.1 million Spain is the world s 16 th most valuable source market for international tourism (2010, VisitBritain) 9% (2010, VisitBritain) The UK was the 4 th most popular destination by residents of Spain, behind France, Portugal and Italy VisitBritain predicts the number of visits to Britain to increase steadily over the coming decade 140,000 (trips 2010, International Passenger Survey (IPS)) Thoughts on the General Spanish Traveller Holidays have become a necessity rather than a luxury The Spanish consumer wants to feel experiences, new sensations and emotions. There is a perception that life is only lived once and the intensity in the way you live it has become even more important Trends indicate that Spanish travellers maybe giving up long haul destination holidays in favour of short haul. Increasing demand for offers and special deals as the Spanish consumer is looking for value for money. 1

Spanish outbound travel market and trends In 2010, Spain was the UK s 5 th market for inbound tourism; this represents 1.8 million tourists and accounts for 6.1% of the inbound total (VisitBritain). While Spain is only ranked 6 th in terms of value to the UK, Spain is one of the fastest growing markets in term of value (VisitBritain). Overview Spanish Visitors to UK (IPS, 2010) Total visits to UK 1,809,000 Visits by purpose 37% holiday, 34% VFR, 18% business Total nights to UK 14,367,000 Total spend in UK Top Towns visited Average length of stay 824 million London, Edinburgh, Manchester, Liverpool 8 nights Average spend per day 57 Average spend per visit 455 Key areas Spanish visitors to UK reside Madrid, Barcelona, Alicante, Malaga Annual leave for Spanish workers is 22 days a year however they have 14 national holidays which result in a number of short breaks known as puentes (VisitBritain). These are generally 3-5 days which include the weekend and are an ideal opportunity for a city break over a long weekend. Majority of these puentes are in May, October, November and December. Outbound travel has been growing from the Spanish market. City holidays/ city breaks are popular (in part linked to the puentes ), as well as touring holidays and beach holidays Research undertaken in 2011 with Visit Scotland s Spanish database highlighted the top 3 motivations for Spanish consumers going on holiday were: To discover new places To learn about other countries and their way of life To explore beautiful landscapes VisitScotland s research in 2011 found that the top 3 types of holiday often undertaken by the Spanish abroad were: A short break to visit a particular city Touring around a country by car sightseeing when I want An organised tour by bus/coach where activities and places to stay are planned for me 2

Top towns visited by Spanish visitors to Britain (International Passenger Survey)* (*These figures are based on a 4-year average 2007-2010) City/Town Visits London 937,000 Edinburgh 88,000 Liverpool 56,000 Manchester 50,000 Glasgow 45,000 Language In general, younger Spaniards have a good grasp of English and the majority of younger and middleaged Spaniards speak English to a sufficient level (VisitBritain). Older genraations may be less proficient in speaking the English language. However, in comparison to Northern European markets, Spanish visitors in general may be less confident and are often grateful for information in Spanish or the chance to converse with someone in Spanish whilst here. According to VisiBritain, Spanish visitors to Britain were more likely to agree that information for visitors should be made available in languages other than English. Scotland s Visitors from Spain Trend Data 2002-2010 (International Passenger Survey) Market: Spain 2002 2003 2004 2005 2006 2007 2008 2009 2010 Total Visits (000s) 44 63 105 121 142 184 109 171 140 Total Nights (000s) 534 1,013 1,069 1,421 1,576 1,208 1,041 1,472 1,701 Total Spend ( m) 22 49 43 69 66 82 52 80 79 In 2010, Spain was Scotland s 6 th largest international market, after USA, Germany, France, Ireland and Australia. They accounted for 140,000 visits to Scotland, 1.7m nights and spent 79 million. While visits, night, and spend figures (IPS 2010) were down from 2009, there has been overall growth in the Spanish market to Scotland since 2002. Spanish Visits to Scotland by Purpose (IPS, 2010) (*Small sample size - see footnote at the end of document) Visits % Holiday 65,000 47% VFR 55,000 39% Business* 11,000 8% Study* 3,000 2% Other* 6,000 4% Total 140,000 100% 3

Holidays are still the most important reason why Spanish tourists visit Scotland however the figure has decreased from 52% to 47% between 2009 and 2010. The only figure to significantly increase was the number of Spanish tourists coming to Scotland visiting relatives and family, increasing from 29% in 2009 to 39% in 2010. The average length of stay was 12.2 nights with an average spend per night of 46 and with an average total spend per trip of 564. Visitor Profile Spanish visitors to Scotland are typically from higher socio-economic groups; they have a high disposable income and reside in urban areas. They generally travel without children and their main interests whilst visiting are exploring the environment, heritage and culture. In comparison to visitors from other European destination, Scotland s Spanish visitors tend to have a younger age profile with the proportion under 34 relatively high. Research with VisitScotland s Spanish database in 2011 found that only 3% of Spanish respondents described themselves as retired, compared to 24% of French respondents and 19% of Dutch respondents. This research also found that Spanish visitors came from a variety of regions, in particular: Madrid Catalonia Valencian Community Andulcia 84% of Spanish respondents stated they were on their first visit to Scotland, a much higher proportion than the other markets researched. Spanish Visitors to Scotland by Age (IPS, 2010) (*Small sample size - see footnote) % of visits 0-15* 2% 16-24* 15% 25-34* 33% 35-44* 19% 45-54* 20% 55-64* 9% 65+* 2% Overall 48% of Spanish visitors were aged between 16 and 34, 39% between 35 and 54 and 11% were over 55. 4

Spanish Visitor to Scotland By Mode of Travel (IPS, 2010) (*Small sample size) Mode of travel % of visits Air 94% Sea 6% The figures show that the vast majority of Spanish tourists arrive in Scotland by air. The figures from 2002 (IPS) onwards, show that air travel has always been the preferred choice of transportation for tourists coming to Scotland from Spain. The number of Spanish tourists has increased steadily over the last 9 years. This could be attributed to the increased quantity of direct flights to Scotland from a number of geographically spread airports across Spain. According to VisitBritain (2010), Spain is one of the best connected markets to the UK. Research with VisitScotland s database in 2011 identified that 83% of Spanish respondents had arrived directly into Scotland, and 15% had arrived via the rest of the UK. The Spanish visitor to Scotland was more likely to arrive directly into Scotland than the French, German and Dutch markets also researched. Spanish Visitor to Scotland By Duration of Stay (IPS 2010) (*Small sample size) Number of nights % of visits 1-3 nights* 25% 4-7 nights* 34% 8-14 nights* 18% 15+ nights* 23% Spanish holidaymakers are notably keen on city breaks. Spanish visitors to Scotland enjoy city breaks but will also tour the country, often taking in up to 5 different regions. Visitors from Spain were most likely to visit Edinburgh, the Highlands (including the Isle of Skye) and Loch Lomond. Whilst hotels were commonly used, VisitScotland s Visitor Experience in 2008 showed that B&B/ guesthouses were also a popular type of accommodation amongst Spanish visitor and Spanish tourists were found to be one of the most likely nationalities to choose to stay in a hostel (this may reflect the relatively younger profile of the Spanish visitor to Scotland). These types of accommodation offer Spanish tourists the opportunity to tour around Scotland but also offering them value for money. While on holiday in Scotland, Spanish visitors want to explore the country and see the history and heritage it has to offer. In terms of activities participated in, VistScotland research with the Spanish database in 2011 shows that the following activities topped the list: Enjoying the scenery 89% Visiting historic sites 89% Visiting cities 88% Visiting castles/stately homes Trying local food 5

A bit further down the list, but notably popular amongst the Spanish visitors compared to other nations were: Visiting gardens (66%) Visiting film locations (47%) Enjoying nightlife (24$) Visiting art galleries (22%) Perceptions of Scotland as a Holiday Destination Spanish holiday makers are motivated to visit Scotland by its scenery, natural beauty and wildlife. The top reasons for choosing Scotland as a holiday destination, according to the VisitScotland s Visitor Experience study (2008) were: The scenery (76% viewed it as very important, 18% important) The nature and wildlife (55% very important, 31% important) Number of things to see and do (51% very important, 42% important) The culture and traditions (42% very important, 36% important) While attitudes of local people was not a key reason for choosing Scotland initially, Spanish visitors had their expectations exceeded when it came to meeting and interacting with the local people. 89% of respondents of the VisitScotland Visitor Experience survey agreed with the statement There is more to Scotland than I thought. According the VisitScotland s Visitor Experience study (2008), Spanish tourists were the most likely nationality to think that Scotland offers poor value for money; VFM is a major factor behind the holiday destination choice (VisitBritain). Some of the negative aspects of their experience to be improved were better quality food and longer opening hours. Some quotes captured from Spanish visitors indicate some of the highlights and disappointments of their holiday in Scotland (Visitor Experience study, 2008): Highlights I felt at home with such pleasant and close people. The landscapes. The green countryside. The nature. Everything seemed like magic to me. The people. I was surprised by their politeness, very friendly. The culture, the truly extraordinary landscape, the nature Disappointments Opening times of places to eat, they close very early They didn't speak Spanish on the plane. I found few offers for accommodation, in particular B&B 6

Too much fish and chips. A lot of fast food, even in small villages Planning & Booking According to VisitBritain, 36% of visitors from Spain to Britain decide on their trip between 1-3 months ahead of travel (VisitBritain). Research in 2011 with VisitScotland s Spanish database found the average planning time was 3.25 months for Spanish visitors to Scotland, a slightly shorter time than other European markets. 39% stated they plan between 1-2 months and another 39% stated between 3-6 months. The average booking time was 2.25 months. Internet usage is growing in Spain, with the majority of users, using the web to be kept informed, with many using the web to plan and book their holiday. According to VisitBritain the Spanish social networking market is number 1 in Europe and 2 nd in the world after Brazil. Traditionally Spanish visitors would book their holiday last minute but due to the current economic climate this may be changing (VisitBritain). Travel providers offer low prices for booking in advance, companies such as Easyjet and Ryanair have lower prices for flights months ahead and only have a limited number of places when flying into destinations such as Edinburgh. Spanish visitors are changing traditional holiday buying habits in order to take advantage of these low prices. Impacts of the Economic Climate on Holiday Plans Spain was one of the areas worst hit by the recession, the unemployment rate has generally been higher than the EU average; many Spaniards are tightening their belts and may forego luxuries such as long holidays. However there is still an opportunity for Scotland to capitalise on those wishing to have a short get away or an affordable touring holiday within Europe. In light of the economic downturn, Spanish consumers are looking to get better value for money from their holiday destination choice. Research carried out with VisitScotland s Spanish customers in 2011 showed that while the majority of those surveyed expected to spend the same amount of money on future holidays and short breaks, 25% expected to spend less. Future Holiday/Short Break Expenditure Expect to spend the same 55% Expect to spend much more 3% Expect to spend a little more 17% Expect to spend a lot less 4% Expect to spend a little less 21% Q Now thinking about future holidays and short breaks in general. Compared to the last 12 months, how much do you expect to spend on holidays and short breaks in the next 12 months? 7

VisitScotland Marketing Strategy Scotland is an ideal destination for travellers who not only want to explore cities but also those who want to tour the country and discover the picturesque scenery, providing a variety of experiences through its unique culture and heritage, dramatic landscape and the welcome of a friendly and spirited people. VisitScotland s International Marketing team will continue to promote Scotland to the Spanish market as a quality destination offering good value for money, giving maximum exposure to good value deals. For more information please visit the VisitScotland consumer websites for the Spanish market: http://visitscotland.com/es/ http://visitscotland.com/es/scots/ 8

Tips for the Business - How to Use this Information Picturesque scenery is a key motivation for Spanish visitors coming to Scotland. While it may be taken for taken for granted by those in its immediate surroundings, visitors may be seeing the views for the first time. They may even be repeat visitors to the local area but are experiencing it in a different season. How can visitors get more out of the scenery and surroundings local to you and your business, enriching their experience of Scotland? Does your business offer any services in the Castilian/Spanish language? Do you know of facilities or attractions in your area which are able to offer tours/audio/print in Spanish, if needed by some of our Spanish visitors? Direct any visitors to VisitScotland s Spanish website http://international.visitscotland.com/es/ VisitScotland Information Centres may be able to offer print or staff members who can assist with the Spanish language Many Spanish customers value meeting the locals so that they have an authentic experience of Scotland. Can you direct them to attractions, events and activities in your area which may bring your customers in touch with the local community Traditionally Spanish people eat late - lunch may be between 2-4pm and dinner from 9pm. Although holiday makers can act differently whilst on holiday, it is worth being aware of these traditional Spanish meal times. Consider if you can accommodate any requests for meals at these times. Some of your customers from Spain may be touring around the Scotland, taking in up to 5 regions. Do you have information available about the whole of Scotland to help visitors plan other stops in their visit? Direct customers to the VisitScotland Information Centres who are able to provide Scotland wide information. Contact details for all VICs are available here: http://www.visitscotland.com/guide/where-to-find-us/ To get involved in VisitScotland market campaigns with the Spanish market, please visit VisitScotland s marketing opportunities website http://marketingopps.visitscotland.com/ 9

Links VisitBritain Market Profiles http://www.visitbritain.org/insightsandstatistics/markets/europe/index.aspx Sources Visit Britain Visit Scotland Research ONS International Passenger Survey Small Sample size Information is taken from the Office for National Statistics, International Passenger Survey data. Figures for a number of regions are based on small sample sizes. It is not recommended to use data where the sample size is less than 30 - these small sample sizes have been highlighted in the above summary. 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 contained in the publication is correct. However, VisitScotland does nor warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions. Contact Us Details www.visitscotland.org research@visitscotland.com Date: 2011/12 10