Post on 14-Aug-2020
GROWING YOUR TOURISM BUSINESS INTERNATIONALLY
Abigail Coia - Development Officer, Ayrshire & Arran Tourism
Welcome
Dark skies observatory, Dalmellington
Culzean Castle and Ailsa Craig
The visitor journey
Dream
Plan
BookExperience
Share
INTERNATIONAL MARKETS RANKINGS – MARKET SHARE & SPEND
Trips Nights Spend
Market 000s % 000s % 000s %
USA 566 25% 4,949 20% 556 9%
Germany 372 5% 2,609 -4% 285 34%
France 206 36% 1,764 52% 106 41%
Australia 157 19% 3,058 126% 135 32%
Netherlands 157 37% 3,422 287% 93 51%
Irish Republic 128 33% 405 37% 35 36%
Norway 123 50% 892 122% 68 57%
Spain 122 38% 602 -13% 109 174%
Italy 121 -2% 779 -14% 74 -19%
Canada 115 -23% 1,063 -22% 90 -31%
Poland 104 -25% 487 -45% 21 6%
Switzerland 86 57% 622 75% 75 39%
Rest of World 954 18% 7,937 30% 630 30%
Total 3,210 17% 28,590 35% 2,276 23%Source: Top 12 Inbound Countries to Scotland (all visits), IPS 2017 vs 2016
International markets (besides UK)• Overseas tourists +16.9% and
expenditure +23% vs LY
• Driven by European visitors: +17% and expenditure +36% vs LY
Europe•
•
•
•
Why target international visitors?
NUMBER OF TRIPS 2.8M
VALUE OF SPEND £1,850M
INTERNATIONAL INBOUND TOURISMSCOTLAND
2 ½ TIMES DOMESTIC VISITOR SPEND PER TRIP
AVERAGE SPEND PER INTERNATIONAL VISITOR £550
10.5
£1,130
Re
gio
n o
f Ori
gin
7
5.9
10
9.2
£874
Reg
ion
of O
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4.7 Average number of regions visited• Touring the country
• City & Attractions, City • Based in countryside
location30
Average days paid holiday (exc. Public holidays!)
Relaxation
Have fun
Be close to nature
Local food & drink
Enjoy the scenery
Walking & Hiking
Scotland Visit Numbers 372,000
Nights 2.61m
Spend £285m
10.8 Average nights per stay
£1,218 Average spend per visit
• Cultural Explorers with core segment 35+• 55% Female / 45% Male• Above median income• Most affluent European market• Employed or retired
30% Take Domestic holidays
70% Take international holidays
Seeing the country
Museums
Shopping
4.4 Average number of regions visited
Walking/ Scenery
Museums/ Castles
Food & Drink
Touring / Cities / Cities+
30Average days paid holiday (exc. Public holidays!)
• Baby Boomers & Gen X• 53% Female / 47% Male• Above median income• Employed or retired
Scotland Visit Numbers 206,000
Nights 1.76m
Spend £106m
7.7 Average nights per stay
£496 Average spend per visit
88% Take Domestic holidays
12% Take international holidays
Intermediary Marketing
Inspire a National
Movement
Enable & Empower Industry
Publish National Content
Visitscotland marketing strategy Intermediary Marketing OBJECTIVES
DRIVE Seasonal spread
DRIVE Regional growth
ENABLE Growth
Intermediary MarketingENABLERS
KEY ACCOUNT MANAGEMENT
TRAVEL TRADE EVENTS
PRODUCT & PARTNERSHIP MARKETING
Wholesalers
These organisations have global reach; eg Abbey, JAC, China Holidays, TUI. They have their own brand campaigns and partner with destinations. Often have in house product development and contracting teams.
Niche Tour Operators
Nice operators provide Scotland with clear product development opportunities which often provide suppliers with geographic spread. Product purchase is direct or via an incoming specialist.
OTAs (Online Travel Agents)
OTAs are now seeing a period of stabilisation after unprecedented growth and consolidation –the purchase of niche, specialist online brands by the mega OTAs is a common expansion strategy, recently seen by acquisitions in the tours and activities sector.
Travel agents/smaller operators
This channel still remains important in the emerging and long haul markets for some consumer segments. In recent years they have had to carefully consider how they reach and retain customers. For many, destination or theme specialisation provides a USP.
Who are the key intermediaries
How do they all fit together?
Scottish supplier: hotel/visitor
attraction/tour
Wholesaler/incoming tour operator/DMC
Edinburgh or London based
Tour operator
Retailer
Wholesaler (vertically integrated) eg TUI or Flight
Centre
Tour operator
Retailer – eg First Choice
Global Distribution System (GDS) such as Sabre or Galileo – mainly
chains and big brands
Retailer
Online Travel Agent (OTA) such as Expedia
40% of global sales
Consumer direct via phone/email/website/social
Walk-in
How do traditional operators work
Sept – Nov
New product development
Nov – May
Contract new product
July or Sept
Print brochures
Dec – Feb
Drive sales
Product development
Main product development between September and November, with some experiences planning continuing into April
Contracting
Contracting for the following year is done between November and May
Brochure print
Catalogues are published in July for wholesalers and September for tour operators
Drive sales
The big push for bookings is done after the holidays through to February
Visit
Scotland
VisitBritain
SDI
HIE
SE
ETOA
UK Inbound
SDMA
TAAI
USTOA
CETO
Inspire
SupportEducate
Driving product development
Trade Tools
TRADE EVENTS
Travel Trade Website
SCOTSagentDestination
Educational programme
Global e-comms & dedicated market news updates
VisitScotland Expo
VISITSCOTLAND EXPO 10-11 APRIL 2019
• 250 Scottish suppliers
• 570 buyers
• Dedicated Nature & Active aisle
• New introductory offer for SMEs
• Industry seminars
• Buyer fam trip programme