PRESENT & FUTURE - VisitScotland · The Japanese concept of ‘Shinrin Yoku’ – ... PowerPoint...
Transcript of PRESENT & FUTURE - VisitScotland · The Japanese concept of ‘Shinrin Yoku’ – ... PowerPoint...
PASTPRESENT& FUTURE
Perthshire Tourism Action Plan Workshop 19th October 2019
Birnam Arts Centre
PASTVisitScotland at 50Latest Tourism Statistics
Perthshire Tourism Action Plan Workshop
The Scottish Crannog Centre on Loch Tay
Perthshire Tourism Action Plan Workshop
50 Years of Scottish Tourism – Overview
Perthshire Tourism Action Plan Workshop
TOURISM PERFORMANCE IN SCOTLAND
INTERNATIONAL2018
TRIPS UP +10%SPEND DOWN -3%
DOMESTICOVERNIGHT
TOURISM
NUMBER OF TRIPS
11.80MSource GBTSTOTAL SPEND
£4.97Bn
INBOUND TRIPSNUMBER OF TRIPS
3.54MSource IPS
£2.21BnINTERNATIONAL SPEND
£2.76BnDOMESTIC SPEND
DOMESTIC2018
TRIPS UP +1%SPEND DOWN -8%
Perthshire Tourism Action Plan Workshop
EAST OF SCOTLAND DOMESTIC PERFORMANCE 2018TR
IPS
Q1
Q4
Q2
Q3
SPEND
Q3
Q1
Q4
Q2
1.001 million+56.2%
0.976 million-25.2%
1.323 million+14.5%
0.967 million-24.5%
£236 million+58.4%
£240 million-18.9%
£357 million+0.6%
£231 million-36.9%
TOTAL TOTAL4.265 MILLION -2.67% £1,064 MILLION -8.43%
Perthshire Tourism Action Plan Workshop
TOURISM PERFORMANCE IN PERTHSHIRE
INTERNATIONAL2018
TRIPS UP -13%SPEND DOWN -16%
DOMESTICOVERNIGHT
TOURISM
NUMBER OF TRIPS
668ThSource GBTSTOTAL SPEND
£185Mn
INBOUND TRIPSNUMBER OF TRIPS
127ThSource IPS
£47MnINTERNATIONAL SPEND
£138MnDOMESTIC SPEND
DOMESTIC2018
TRIPS UP -5%SPEND DOWN -1%
Perthshire Tourism Action Plan Workshop
TOURISM PERFORMANCE IN PERTHSHIRE
0
100
200
300
400
500
600
700
800
900
1000
2013 2014 2015 2016 2017 2018
Trip
s (T
hou)
Visitor Trips
Int Dom
0
50
100
150
200
250
2013 2014 2015 2016 2017 2018
Spen
d (£
mill
ion)
Visitor Spend
Int Dom
Perthshire Tourism Action Plan Workshop
TOURISM PERFORMANCE IN PERTHSHIRE
DOMESTIC TOURISMDomestic Holiday and BusinessTrips contribute the highestvolume and spend per trip toPerthshire.
ALS = Average Length of StaySPT = Spend Per TripSPN = Spend Per Night
TOP INTERNATIONAL MARKETSBased on volume of visits aggregatged over the period 2014 to 2018. Top Valuemarkets mirror the volume markets (France 5th & Australia 4th)
SPT £369
ALS 3.1 nights
SPN £120
1, USA 2, Germany
5, Australia4, France3, Netherlands
Day Visits £184m Spend
5.9m Trips
ALS 2.8 nights
SPT £194 SPN £67
70% Trips / SpendHolidays
Outdoor Activities
VFR 19% Trips
Business Highest
SPT
PRESENTTourism industry BarometerConsumer Trends Today
Perthshire Tourism Action Plan Workshop
Geese by local artist David Wilson
The Local Tourism Industry Barometer seeks to develop and maintain a source of national, regional and rural industry sentiment to better understand tourism performance across multiple sectors in Scotland.
Visitor Statistics
Business Performance
Industry Insight
Future investment plansBarriers to success Trends & insightsAny other comments
Visitor numbers Visitor originOccupancyDiscretionary spend
Turnover Business confidenceBusiness adviceBusiness size and type
Quarterly tourism industry survey
Produced and reported at a regional level
No cost resource for DMOs, Local Authorities, VisitScotland or, most importantly, Tourism Businesses
Contains actionable information in a timely manner
Perthshire Tourism Action Plan Workshop
Perthshire Tourism Action Plan Workshop
PERFORMANCE SUMMARY FOR Q2/2019
Perthshire Tourism Action Plan Workshop
MAIN BARRIERS TO SUCCESS
Perthshire Tourism Action Plan Workshop
TRENDS 2019
THE TRENDS
Perthshire Tourism Action Plan Workshop
1
23
4
Icons by Adioma
AuthorenticityVisitors are trying to balance a need for exclusivity with the risks of trying something totally new. Opportunities for immersion in local culture and authentic experiences, connections with local communities and other travellers can be through social-focused amenities such as food, fitness and tours.
Restorative RecreationThe emotional benefits of ‘ecotherapy’ are well documented, but there can also be long-term, physical health improvements associated with time spent in green spaces. The Japanese concept of ‘Shinrin Yoku’ –or forest bathing – has been linked to reduced rates of cardiovascular illness and Type 2 diabetes.
Creative RetreatsTravel today is increasingly motivated bygathering experiences. Skills development area growth area such as outdoor survivalschools and treks all add to the attractivenessof a destination. By sharing your interestswith your visitors you can build relationshipsand garner those all important referrals totheir friends and relatives so they might visittoo
Unexpected AdventuresIn today’s perfect Instagrammable world, it is the discoveries we make when things don’t go exactly to plan are often what makes an experience unique. With an increase in visitors looking for the distinctive and the authentic, this will often translate to enjoying imperfect moments. The Japanese world view of ‘Wabi Sabi’ is centred on embracing the beauty in the unexpected and is closely linked to self-actualisation and wellness trends.
Perthshire Tourism Action Plan Workshop
IMPLEMENTING THE MOMENT
To help protect your privacy, PowerPoint has blocked automatic download of this picture.
HeritageUGC
Allies
Stories
Local
Perfect PartnersSupply chains are shortening and consumersare looking at frictionless purchasing. Canyou go direct to the provider or through asingle aggregator. Can you recommendsuitable accommodation and travel providers,broker the package for your visitors?
Living LocalVisitors seek unique. By engaging with local providers, artisans anddemonstrating the connection with the surrounding area and theimpact that their purchases are making to the economy will chime wellwith their motivations.
Selling your storiesVisitors want meaningful memories. How canyou sell your story which provides aconnection to your customer. Your storycould be about the product development, amyth or legend or it could be your story andthe journey to get where you are now? It isthe human element that visitors use todifferentiate from a bland and genericexperience.
Your Guests / Your AdvocatesIn the world of fake news, consumers see authenticity asimportant, especially in relation to brands. Today genuineUser Generated Reviews and content resonate most withconsumers. Can you encourage genuine reviews or providethose smostable opportunities that develop the advocatesand referrals that will benefit your business.
Harnessing HeritageMany visitors to Scotland see Landscape andHeritage as interlinked. Combining activities,where possible with opportunities to engage withheritage and culture will enhance a visitorsexperience. Itineraries, routes or rest stops athistoric locations or even screen tourism hotspotswill be seen favorably be guests.
Icons by Adioma
FUTURETrends for tourism of tomorrow
Perthshire Tourism Action Plan Workshop
Dunkeld…2069?
Perthshire Tourism Action Plan Workshop
WHAT TRENDS ARE
INFLUENCING THE TOURISM CONSUMER?
• The view that travel is a right, not a privilege.• Ever more it will be crucial that travel is part of our
lives
• Provenance & Authenticity
• Experience over Possessions
• Experiencing Local
• Predictive Personalisation
• Phygital Experiences
• Responsible Consumerism
• Comfort-First Sanctuaries
Perthshire Tourism Action Plan Workshop
WHAT TRENDS ARE
INFLUENCING THE TOURISM
SECTOR?
• Internationalisation & New Markets
• Productivity Improvements & Technology
• Access to Qualified Workforce
• Infrastructure & Investment
• Nurturing Ecosystems for business growth
(collaboration)
• Cross Border Synergies (City Region Deals)
• Ambition to Succeed
IN CONCLUSION…The shift in society towards experiences, challenges, meaning and betterment places Perthshire in a prime position to fulfil these basic consumer needs.
The environment, culture, innovative providers and products within Scotland are a perfect mirror to be the ideal destination.
But we need stories, collaborations, differentiators that will make Scotland the must visit and return destination.
Perthshire Tourism Action Plan Workshop
Tweedlove, Love Cross Event, Peebles.
Birnam Oak
Thank you, Questions?
visitscotland.org/research-insights
Perthshire Tourism Action Plan Workshop