ScotlandThe key facts on tourism in 2009

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

These include:

• United Kingdom Tourism Survey (UKTS) 2009

• International Passenger Survey (IPS) 2009

• Scottish Accommodation Occupancy Survey 2009

• Moffat Centre Visitor Attraction Monitor 2009

• VisitScotland’s The Visitor Experience 2008

• Annual Business Enquiry 2007 - Scottish Government

• Scottish Annual Business Statistics 2007 - Scottish Government

• Homecoming Scotland 2009 - A Year Of Celebration report

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

Introduction

Picture credits: Scottish View Point / Paul Tomkins / VisitScotland / Thinkstock

2Scotland: The key facts on tourism 2009

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More...Further details, and the lateststatistics for the year to date, can be found on our websitevisitscotland.org in the Researchand Statistics section

“In 2009, around 15 million overnight tourism trips were taken inScotland, for which visitor expenditure totalled over £4 billion.”

Tourism in Scotland

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Trips 2009 (m)

% of totalNights

2009 (m)% of total

Spend 2009 (£m)

% of total

Scotland 5.85 39% 16.59 24% 886 22%

England 6.01 40% 26.99 40% 1613 40%

Northern Ireland 0.42 3% 1.29 2% 176 4%

Wales 0.19 1% 1.21 2% 61 1%

Total UK tourism 12.47 83% 46.08 68% 2736 67%

Total overseas tourism 2.56 17% 21.91 32% 1359 33%

Total 15.03 100% 67.99 100% 4095 100%

1: Volume and value of tourism in Scotland

3Scotland: The key facts on tourism 2009

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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, expenditure is in 2009 prices.

4: In this publication, percentage figures may not add up to 100% due to rounding, and as with all surveys, the data at sub-levels, such as smaller regions of Scotland, are less reliable.

Tourism in Scotland (continued)

Length of stay (nights)

Spend per trip (£)

Spend per night (£m)

Scotland 2.8 £151.45 £53.41

England 4.5 £268.39 £59.76

Rest of the UK 4.1 £388.52 £94.80

All UK 3.7 £219.41 £59.38

All Overseas 8.6 £530.86 £62.03

Total 4.5 £272.48 £60.23

2: Average length of stay and spend

Jan - Mar Apr - Jun Jul - Sep Oct - Dec

Domestic holiday trips 14% 28% 39% 20%

Domestic business trips 26% 25% 25% 24%

Total domestic trips 17% 28% 35% 20%

Overseas holiday trips 11% 27% 47% 15%

Overseas business trips 19% 38% 25% 18%

Total overseas trips 17% 27% 37% 19%

3: Time of visit to Scotland

“The months of July to September are the most popular for holidays inScotland amongst both UK and overseas visitors.”

4Scotland: The key facts on tourism 2009

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Trip characteristicsThe average length of a trip by our overseas visitors is around 9 nights. Trips by UK visitors tend to be shorter, on average around 3 nights for people from within Scotland and around 4 nights for people from the rest of the UK.

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

Tourism in Scotland (continued)

2009Hotel (% room

occupancy)Self catering

(% unit occupancy)

Touring Caravan & Camping Park

(% pitch occupancy)

Guest House & Bed / breakfast

(% room occupancy)

Hostel (% bed occupancy)

January 45% 22% N/A 26% 20%

February 54% 33% N/A 32% 29%

March 57% 30% N/A 33% 31%

April 63% 54% 34% 43% 52%

May 70% 64% 45% 60% 63%

June 72% 65% 47% 64% 57%

July 76% 79% 61% 69% 65%

August 80% 82% 63% 76% 73%

September 74% 65% 37% 60% 54%

October 67% 55% 25% 41% 43%

November 58% 31% N/A 30% 23%

December 48% 32% N/A 22% 24%

Annual average 64% 52% 45% 48% 45%

4: Monthly accomodation occupancy

5Scotland: The key facts on tourism 2009

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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

Tourism in Scotland (continued)

Major attractions with free admission Visits% 09 / 08

Kelvingrove Art Gallery & Museum 1,368,096 -5.3%

The National Gallery Complex, Edinburgh 890,361 +5.6%

World Famous Old Blacksmiths Shop, Gretna Green

706,633 +6.2%

St Giles Cathedral, Edinburgh 653,864 +21.8%

National Museum of Scotland, Edinburgh 589,621 -4.1%

Gallery of Modern Art, Glasgow 536,916 -4.6%

National War Museum, Edinburgh 494,213 +4.2%

Museum of Transport, Glasgow 468,963 +2.8%

Glasgow Botanic Gardens, Glasgow 400,000 0.0%

New Lanark Village & Visitor Centre, Lanark 334,185 -2.1%

5: Visitor attractions

Major attractions with paid admission Visits% 09 / 08

Edinburgh Castle, Edinburgh 1,196,481 +6.0%

Edinburgh Zoo, Edinburgh 636,867 -3.8%

Edinburgh Bus Tours, Edinburgh 531,352 +2.6%

Falkirk Wheel, Falkirk 476,778 -4.8%

Stirling Castle, Stirling 383,293 +2.1%

Loch Ness Exhibition Centre, Drumnadrochit

330,000 +13.8%

Our Dynamic Earth, Edinburgh 298,287 0.0%

Scottish Seabird Centre, North Berwick 291,474 +4.4%

Burns National Heritage Park, Ayr 282,628 -3.3%

Urquhart Castle, Drumnadrochit 282,203 +4.5%

Gross Value Added £4,100m

% of total economy 5%

% of service sector 11%

Tourism employment 208,800

% of all employment 13%

6: The tourism economy and tourism related employment 2007

6Scotland: The key facts on tourism 2009

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For 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

UK tourism

“People from within the UK account for the majority of tourism in Scotland.”

Trips Nights Spend

(m) (%) (m) (%) (£m) (%)

UK

Holidays 8.85 71% 35.50 77% 1900 69%

Business 2.05 16% 5.81 13% 601 22%

Visiting friends and relatives

1.37 11% 4.22 9% 197 7%

Other 0.20 2% 0.55 1% 38 1%

Total 12.47 100% 46.08 100% 2736 100%

7: Volume and value of tourism from the UK

12.5 milliontourism trips in 2009

7Scotland: The key facts on tourism 2009

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

The following pages provide some key facts about our visitors from within the UK. Detailed information on their trips to Scotland and their experience of visiting here can be found in the Research and Statistics section on visitscotland.org

UK tourism (continued)

8: Categories of spend by UK tourists 2008 9: Accommodation used by UK tourists

Accommodation

Eating and Drinking

Travel in UK

Buying Clothes

General Shopping

Entertainment

Packages (inc. Accom.)

Other

32%

9%

4%

1%

0% 5% 10% 15% 20% 25% 30%

16%

15%

13%

10%

Hotel / Motel / Guest House

Friends / Relatives

Touring Caravan and Camping

Bed and Breakfast

Hostel / School / University

Other

6%

2%

1%

Self catering / Rented

38%

36%

10%

7%

0% 5% 10% 15% 20% 25% 30% 35% 40%

10: UK tourists’ transport to Scotland

by coach tour3%

by car66%

by train13%

by air9%

other5%

by regular bus/coach4%

8Scotland: The key facts on tourism 2009

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AccommodationAs the graphs show, a key element of people’s experience of Scotland is where they stay and therefore the quality of facilities and service have a major bearing on our visitor satisfaction.

UK tourism (continued)

65% of UK holidayvisitors are inthe ABC1socio-economicgroups

% of survey respondents

11: Activities done by UK holiday visitors

67%

57%

55%

48%

0% 20% 40% 60% 80% 100%

63%

61%

Visited castles / historic houses and palaces

Toured the country

Visited museums, art galleries /

heritage centres

Shopping

Visited cities

Watched for wildlife (birds, dolphins,

otters etc.)

Explored Scottish beaches and coastline

Longer walks / hiking (more than 2

miles / 3.5km)

Just relaxed

Explored Scottish scenery

Short walks (less than 2 miles / 3.5km)

General sightseeing

56%

56%

70%

73%

81%

91%

age 55-64

12: Demographics of UK holiday visitors to Scotland

age 25-3415%

age 16-2410%

age 35-4424%

age 45-5420%

17%

age 65+14%

9Scotland: The key facts on tourism 2009

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Trips Nights Spend

(m) (%) (m) (%) (£m) (%)

Overseas

Holidays 1.20 46% 8.65 39% 654 48%

Business 0.42 16% 2.10 10% 226 17%

Visit friends and relatives

0.78 30% 8.07 37% 330 24%

Study 0.04 2% 0.04 0.2% 78 6%

Other 0.15 6% 3.05 14% 71 5%

Total 2.59 100% 21.91 100% 1359 100%

Overseas tourism

13: Volume and value of tourism from overseas

Trips Nights Spend

(‘000) (%) (m) (%) (£m) (%)

USA 352 14% 3.29 15% 225 17%

France 276 11% 1.87 9% 97 7%

Germany 238 9% 2.35 11% 146 11%

Ireland 208 8% 0.64 3% 71 5%

Spain 172 7% 1.48 7% 80 6%

Netherlands 142 6% 0.68 3% 58 4%

Australia 109 4% 1.40 6% 66 5%

Canada 102 4% 1.10 5% 55 4%

Italy 101 4% 0.85 4% 58 4%

Poland 85 3% 0.83 4% 33 2%

Rest of World 773 30% 7.42 34% 470 35%

Total 2558 100% 21.91 100% 1359 100%

14: Origin of overseas tourists

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Overseas tourismOverseas residents account for around 17% of the total number of tourism trips taken in Scotland, but 33% of total visitor spend, underlining the value of attracting these visitors.

USA, Germany, France and Ireland are long-time major markets for Scotland while good growth has been seen in recent years from markets such as Spain and Italy.

16: Overseas tourists’ transport to reach the UK

by Air87%

by Sea/tunnel13%

% of trips

Overseas tourism (continued)

15: Accommodation used by overseas tourists (2007)

Hotel / Motel and Guest House

Friends / Relatives

Bed and Breakfast

Self Catering / Rented Accommodation

Hostel / School / University

Touring Caravan and Camping

Other

5%

2%

1%

0% 5% 10% 15% 20% 25% 30%

46%

29%

12%

5%

35% 40% 45%

11Scotland: The key facts on tourism 2009

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FactOverseas visitors provide 33% of

spend from 17% of trips

Holiday typeThe most common holiday type enjoyed by overseas visitors is car touring, while city breaks are also popular.

% of survey respondents

17: Activities done by overseas holiday visitors

0% 20% 40% 60% 80% 100%

Toured around the country

Explored Scottish scenery

Visited Scottish architecture

Shopping

Visited museums, art galleries or

heritage centres

Visited gardens

Just relaxed

Visited a distillery

Went for short walks (less than 2

miles/3.5km)

Visited castles / historic houses and palaces

Visited cities

General sightseeing

83%

65%

56%

53%

82%

75%

57%

63%

84%

89%

92%

92%

Overseas tourism (continued)

12Scotland: The key facts on tourism 2009

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% of survey respondents

Homecoming Homecoming Scotland 2009 was one of the largest collaborative tourism initiatives Scotland has ever staged. The year delivered additional tourism visits and revenue for Scotland by engaging with and motivating Scotland’s people at home and abroad to join a year-long celebration of many of Scotland’s great contributions to the world.

• £53.7million additional tourism revenue was generated for Scotland.

• More than 95,000 visitors to Scotland were influenced to visit in 2009 as a result of the marketing campaigns.

• More than £154m of positive media coverage was generated worldwide.

Other benefits included increased engagement with the Scottish diaspora worldwide, a legacy of partnership working across the public and private sectors, a strengthened events industry and even greater interest in Scotland’s heritage and culture.

VisitScotlandOcean Point One94 Ocean DriveEdinburgh EH6 6JH

T: 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 errors or omissions.