Scotland The key facts on tourism in 2015June 2016

IIScotland: The key facts on tourism 2015

visitscotland.org

In 2015 just under 14.9 million overnight tourism trips were taken in Scotland, for which visitor expenditure totalled over 5 billion In 2015, GB overnight visitors took 12 million trips to Scotland and spent nearly 3.3 billion International visitors to Scotland took nearly 2.6 million tourism trips and spent just under 1.7 billion throughout 2015 124 million day visits were taken in Scotland in 2015 with a total spend of 3.9 billion. Holiday was the main purpose of trip to Scotland for both domestic (GB) and international visitors during 2015. In 2015, among domestic visitors English tourists took the most overnight trips to Scotland, while the largest overseas market in terms of trips was the

US.

Expenditure in 2015 for GB resident overnight visits to Scotland exceeded 3.2 billion, one of the strongest years recorded since 2006. Trip performance varied over the year following a strong quarter 1, individual months fluctuated positive and negative with a double digit increase recorded in June.

Day visits declined in both volume and value in 2015. The main areas of decline were in visiting friends and relatives, eating out and special shopping. These categories represent around 50% of all tourism daytrip activity. Daytrips involving activities and attractions increased over the year suggesting the lower fuel price and therefore transports costs encouraged a more traditional day trip trend over the year. While inflation dropped to low levels in 2015 (0.1% Consumer Price Index) hotel and restaurant inflation was higher around 3% for the year therefore this may also have been a factor influencing consumer behaviour, despite the cost savings to households from the lower energy and transport prices.

Performance of international inbound visitors in 2015 hides some of the positive trends for individual markets. A poor showing of the North American market during two quarters of 2015 was bolstered by positive quarter 1 and quarter 3 European visitors, reflecting varying consumer conditions at home saw trips and spend vary over the year, however EU15 visitors saw a nominal 0.3% drop in trips in 2015 and a 5% growth in spend. Comparison of international market performance between 2015 and 2013 saw visitor number grow over 9% and spend up 2%.

Executive Summary & Background Information

IIIScotland: The key facts on tourism 2015

visitscotland.org

It gathers information from a suite of tourism monitors managed by the Insight Department, VisitScotland and from other national statistics and commissioned research.

These include:

Great Britain Tourism Survey (GBTS) 2015

International Passenger Survey (IPS) 2015

Scottish Accommodation Occupancy Survey (SAOS) 2015

Moffat Centre Visitor Attraction Monitor 2015

GB Day Visits Survey (GBDVS) 2015

Scottish Annual Business Statistics 2013 (SABS): Sustainable Tourism by Local Authority Area 2008-2013 (http://www.gov.scot/Resource/0048/00484162.pdf)

Northern Ireland Statistical and Research Agency (NISRA)

StatisticsThis report presents statistical insight on the volume and value of domestic and international tourism in Scotland. For the years to 2011 the focus of the statutory tourism monitor for domestic overnight tourism was recording the resident population of the United Kingdom to destinations within the UK and the Republic of Ireland. Since 2011, the scope changed to only cover the resident populations of Great Britain (England, Scotland and Wales) and trips within these jurisdictions. Northern Ireland data is now collected in a separate survey by Northern Ireland Tourist Board.

In this publication, percentage figures may not add up to 100% due to rounding. As with all surveys the data at sub-levels are based on smaller sample sizes and therefore incur a larger margin of statistical error reducing data reliability.

This report provides a summary of statistics on tourism in Scotland, including the volume and value of tourism in Scotland and information on our major markets.

Introduction

Picture credits: Scottish Viewpoint / Paul Tomkins / VisitScotland / Thinkstock

Further details, and the latest statistics for the year to date, can be found on our website visitscotland.org in the Research and Statistics section.

The report is divided in the following sections:

A. Tourism in Scotland

B. GB Tourism in Scotland

C. Overseas Tourism in Scotland

Content

IVScotland: The key facts on tourism 2015

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In 2015 just under 14.9 million overnight tourism trips were taken in Scotland, for which visitor expenditure totalled over 5 billion.

A. Tourism in Scotland

Country of Residence Trips 2015 (m)

% of total Nights 2015 (m)

% of total Spend 2015 (m)

% of total

Scotland 5.84 39% 16.67 26% 1,154 23%

England 5.99 40% 23.99 38% 2,086 41%

Wales 0.16 1% 0.67 1% 39 1%

Total GB Tourism 12.00 81% 41.34 65% 3,279 65%Northern Ireland 0.27 2% 0.94 1% 97 2%

Total overseas tourism 2.59 17% 21.49 34% 1,695 33%Total 14.86 100% 63.77 100% 5,071 100%

1: Volume and value of tourism in Scotland

Fact39% of tourism trips are

by Scottish residents

Definitions1: A tourist trip is defined as a stay of one or more nights away from home for holidays, visits to friends or relatives, business and conference trips or any other purpose except such as boarding education or semi-permanent employment.

2: Tourist nights are those spent away from home using any type of accommodation or in transit on a tourist trip.

3: Tourist expenditure is spending incurred while away from home on a tourist trip and

advance payments for such items as fares and accommodation. For overseas visitors statistics, the cost of travel to the destination is excluded. In this fact sheet, expenditureis in 2015 prices.

Source: GBTS/NISRA/IPS

2: The tourism economy and tourism related employment 2009 20131

Sustainable Tourism Total Economy2009 2010 2011 2012 2013 2009 2010 2011 2012 2013

Employees (000s) 172.6 165.8 170.1 166.9 196.9 Employees (000s) 1666.5 1614.8 1625.6 1625.8 1669.5

Gross value added at Basic Prices (bn)

2.8 2.9 2.8 3.2 3.5 Gross value added at Basic Prices (bn)

81.1 81.0 86.0 83.2 94.8

Source: SABS1Latest data available at the time of publication * The definition of sustainable tourism represents the SIC07 industry classifications for tourism used within the Scottish Governments growth sector.

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A. Tourism in Scotland (continued)

Length of stay (nights)

Spend per trip ()

Spend per night

Scotland 2.8 196.6 69.2

England 4.0 348.2 86.9

Wales 4.3 248.4 58.0

All GB 3.4 273.5 79.3

All overseas 8.3 654.4 78.9

Average all visitors

4.3 341.3 79.5

3: Average length of stay and spend 2015

Jan Mar (%)

Apr Jun (%)

Jul Sep (%)

Oct Dec (%)

Domestic (GB) holiday trips 17% 29% 37% 18%

Domestic (GB) business trips 32% 23% 26% 18%

Total domestic (GB) trips 21% 26% 33% 20%

Overseas holiday trips 8% 32% 49% 12%

Overseas business trips 20% 31% 26% 23%

Total overseas trips 12% 30% 41% 17%

4: Time of visit to Scotland 2015

In 2015 overnight domestic visitors from England on average spent more during their trip than visitors from Wales and Scotland.

Trip characteristicsThe average length of a trip by our overseas visitors is around eight nights. Trips by GB visitors tend to be shorter, on average around three nights for people from within Scotland and between two to four nights for people from the rest of GB.

The months of July to September are the most popular for holidays in Scotland amongst both GB and overseas visitors.

Source: GBTS/IPS/NISRA Source: GBTS/IPS

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A. Tourism in Scotland (continued)

2015Hotel

(% Room occupancy)Guest House/B&B

(% Room occupancy)Self-catering

(% Unit occupancy)Hostel

(% Bed occupancy)

Touring Caravan & Camping Park

(% Pitch occupancy)

January 50% 18% 21% 27% N/A

February 60% 29% 33% 33% N/A

March 64% 26% 32% 43% N/A

April 69% 38% 48% 54% 28%

May 76% 61% 57% 66% 39%

June 81% 66% 60% 66% 46%

July 82% 67% 78% 69% 49%

August 84% 68% 80% 77% 55%

September 83% 62% 58% 68% 42%

October 73% 40% 53% 55% 25%

November 63% 24% 28% 36% N/A

December 56% 21% 27% 31% N/A

Annual Average 70% 43% 48% 52% 41%

5: Monthly accommodation occupancy

Occupancy surveyThe Scottish Accommodation Occupancy Survey depends on the participation of Scottish tourism businesses.

Businesses which provide VisitScotland with their occupancy data benefit from monthly reports on occupancy for their sector and region. If you would like to participate, please contact research@visitscotland.com. Participation is free.

Source: SAOS

VIIScotland: The key facts on tourism 2015

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A. Tourism in Scotland (continued)6: Visitor attractions

More informationThe Visitor Attraction Monitor is produced by the Moffat Centre at Glasgow Caledonian University www.moffatcentre.com

The Association of Scottish Visitor Attractions www.asva.co.uk

The Visitor Attraction Monitor is solely owned and distributed by Glasgow Caledonian University Moffat Centre. If you are interested in participating in the accompanying survey or subscribing to the publication, please info@moffatcentre.com

Attractions with Free Admission Visits 2015 % 2015 / 2014

National Museum of Scotland 1,567,310 -4.4%

Scottish National Gallery 1,377,710 6.4%

Kelvingrove Art Gallery & Museum 1,261,552 12.4%

Loch Lomond Shores 1,252,107 6.8%

Riverside Museum 1,131,814 7.8%

St Giles Cathedral* 1,108,331 7.7%

Royal Botanic Garden Edinburgh 836,755 9.2%

Gretna Green Famous Blacksmiths Shop 775,868 -0.9%

Falkirk Wheel 605,432 17.7%

National War Museum 601,074 1.3%

Gallery of Modern Art 589,051 -5.3%

Glasgow Botanic Gardens* 420,000 -4.5%

Dundee Contemporary Arts* 389,598 3.9%

Only attractions which permitted publication of data are included. *Visits data estimated. Source: Moffat Centre (2016): Scottish Visitor Attraction Monitor Report 2015, Caledonian Business School, Glasgow Caledonian University

The Year of Food and Drink aimed to sustain and build upon the momentum generated by Homecoming Scotland 2014 to inspire the people of Scotland and our visitors to celebrate Scotlands outstanding natural larder and further develop Scotlands reputation as a land of food and drink.

The Year of Food and Drinks main objectives were: Increase use and promotion of Scottish produce across the tourism and events industry Increase level of satisfaction with food and drink amongst visitors to Scotland Increase level of satisfaction with food and drink amongst event attendees Increase contribution to the overall value of the sector from tourism and events

International visitor experience of food and drink exceeded their expectations. Almost all visitors dined out whilst in Scotland, and around half tried local food & drink. Three-quarters of visitors sought information about eating out whilst in Scotland, mostly from local people.

Attractions with Paid Admission Visits 2015 % 2015 / 2014

Edinburgh Castle 1,568,508 5.9%

Edinburgh Zoo 633,364 -5.6%

Edinburgh Bus Tours 552,006 4.4%

Stirling Castle 458,932 4.1%

Glasgow Science Centre 352,303 -0.2%

Urquhart Castle 348,691 5.5%

Royal Yacht Britannia 314,646 4.7%

Scotch Whisky Heritage Centre 302,946 -1.6%

Scottish Seabird Centre Museum 262,966 -3.9%

Scottish National Gallery of Modern Art Two 236,294 34.7%

Robert Burns Birthplace Museum 235,668 -22.1%

Culzean Castle and Country Park 228,174 10.2%

VIIIScotland: The key facts on tourism 2015

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B. GB tourism

In 2015, over 70% of all overnight domestic tourist trips to Scotland were holiday visits.

8: Volume and value of tourism from GB

GB tourismPeople from within GB account for the majority of tourism volume and value in Scotland.

More detailed information on GB tourism can be found in the Research and Statistics section on visitscotland.org

12 million tourism trips in 2015

Source: GBTS

Trips Nights Spendm % m % m %

Holidays 8.66 72% 32.07 78% 2.47 75%

Business 1.73 14% 4.90 12% 0.50 15%

VFR 1.17 10% 3.12 8% 0.21 6%

Other 0.44 4% 1.25 3% 0.10 3%

Total 12.00 100% 41.34 100% 3.28 100%

Trips (millions)Average nights

per tripAverage spend per

trip ()

2013 12.12 3.52 238

2014 12.51 3.32 229

2015 12.00 3.44 273

7: Trends in GB visitors to Scotland 2013-2015

Source: GBTS

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B. GB tourism (continued)

9: Categories of spend by GB tourists 10: Accommodation used by GB tourists

Hotel / Motel / Guest House

Friends / Relatives

Touring Caravan and Camping

Bed and Breakfast

Other

5%

5%

1%

Self catering / Rented

40%

30%

20%

11: GB tourists transport to Scotland

AccommodationThe quality of facilities and the quality of service have a major bearing on our visitor satisfaction. The majority of GB tourists stay in serviced accommodation, including hotels, motels, and guest houses.

4,910

3,703

569

121

660

2,459

0 1000 2000 3000 4000 5000 6000Trips (000s)

Source: GBTS

Source: GBTS

Source: GBTS

Leisure Tourism(% of total trips)

All Tourism(% of total trips)

Accommodation 31% 32%

Eating/Drinking out 21% 20%

Travel 19% 21%

Shopping 16% 14%

Entertainment 6% 5%

Package trip 5% 4%

Other items 3% 3%

5%other

65%by car

15%by train

9%by plane 4%

by regular bus/coach

2%by coach tour

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B. GB tourism (continued)

% of survey respondents

12: Activities done by GB holiday visitors 2015 (Trips 000s)

0% 10% 20% 30% 40% 50% 60% 70%

Short walk (less than 2 miles / 1 hour) 26%

age 35-44

13: Demographics of GB holiday visitors to Scotland

age 55-6418%

age 16-2410%

age 65+18%

age 45-5419%

20%

age 24-3415% Longer walks / hiking

(minimum 2 miles / 1 hour) 17%

Visited castles / stately homes and other historic sites 19%

Visited museums, art galleries / heritiage centres 18%

Watched for wildlife (birds, dolphins, otters etc.)

or visiting wildlife attraction / nature reserve

7%

Just relaxing 33%

General sightseeing 58%

Source: GBTS Source: GBTS

Shopping 4%

72% of GB holiday visitors are in the ABC1socio-economic groups

28% of GB visitors to Scotland have children in their household

6,930

4,006

3,058

2,250

2,101

2,069

895

486

XIScotland: The key facts on tourism 2015

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B. GB tourism (continued)

Activity Day visits (m) % of total day

visits

Visiting friends or family 46 37%

Going out for a meal 35 28%

Undertaking outdoor activities 24 19%

Going on a night out 19 16%

General day out 19 15%

Total day visits 124 100%

Source: GBDVS

14: Top activities on day visits

124 million day visits were taken in Scotland in 2015 with a total spend of 3.9 billion. Average spend per day was 31.67.

15: National Parks

Source: GBTS

Trips Nights Spendm % m % m %

Cairngorms 0.43 54% 1.80 63% 103 55%

Loch Lomond and Trossachs 0.37 46% 1.04 37% 84 45%

All National Parks 0.80 100% 2.85 100% 187 100%

All Scotland 12.00 7% 41.34 7% 3,279 6%

Over 800,000 trips were made by GB residents to Scotlands National Parks, accounting for 7% of all GB overnight trips in Scotland and visitor expenditure of 187 million.

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C. Overseas tourism

16: Volume and value of tourism from overseas 17: Origin of overseas tourists*

18: BRIC (Brazil, Russia, India, China) tourists

Overseas tourismOverseas residents account for 17% of all tourism trips taken in Scotland but 33% of total visitor spend. They are therefore a valuable component of the visitor economy. The USA, Germany, France, and Australia are long-time major markets for Scotland. The last few years have seen growth from Sweden, Denmark, Switzerland and Poland.

Source: IPS

Source: IPS (percentages relate to market size of total international visitors to Scotland)

Source: IPS*Above table order is based on trips

PurposeTrips Nights Spend

(m) % (m) % m %

Holiday 1.45 56% 10.60 49% 1,081 64%

VFR 0.60 23% 6.12 28% 288 17%

Business 0.43 17% 2.12 10% 204 12%

Other 0.07 3% 1.23 6% 77 5%

Study 0.03 1% 1.42 7% 46 3%

Total 2.59 100% 21.49 100% 1,695 100%

CountryTrips Nights Spend

(000s) (%) (000s) (%) (m) (%)

USA 409 16% 3,382 18% 391 23%

Germany 323 12% 2,390 11% 175 10%

France 196 8% 1,584 7% 118 7%

Netherlands 157 6% 901 4% 76 4%

Spain 146 6% 1,952 9% 105 6%

Australia 142 5% 1,407 7% 126 7%

Canada 98 4% 985 5% 66 4%

Italy 92 4% 815 4% 71 4%

Poland 87 3% 620 3% 20 1%

Irish Republic 78 3% 354 2% 27 2%

Rest of world 864 33% 6,597 31% 520 31%

Total 2,592 100% 21,487 100% 1,695 100%

BRIC Trips Nights Spend000s % 000s % m %

Brazil 20 0.8% 142 0.7% 14 0.8%Russia 14 0.5% 67 0.3% 8 0.5%India 32 1.2% 264 1.2% 8 0.5%China 48 1.9% 239 1.1% 34 2.0%

Insight DepartmentVisitScotlandOcean Point One94 Ocean DriveEdinburgh EH6 6JH

0131 472 2222research@visitscotland.comwww.visitscotland.org

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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 not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions. The domestic tourism surveys are jointly sponsored by VisitScotland, VisitEngland, and Visit Wales, and carried out by independent research agency TNS-RI. The international tourism survey is conducted by the Office of National Statistics (Crown Copyright)