Download Open - The Scottish Government

The Wider Tourism Context
Richard Walsh
Scottish Government
Tourism and Major Events
Division
• Tourist spend in Scotland generates
around £12 billion of economic activity in
the wider Scottish supply chain
• Contributes around £6 billion to Scottish
GDP (in basic prices) = about 5% of total
Scottish GDP.
• Total GVA of Scottish Tourism sector is
estimated to be £8.7 billion in 2013, up
from £7.5 billion in 2012.
• Around 13,960 tourism-related enterprises
operating in Scotland .
• Around 88.4%, SMEs (1-49 staff),
2.5%
medium (50-249 staff)
1.1%
large (250+)
8.0%
zero employees
• 52.7% of employment in tourism related
industries is in SMEs compared to 32.9%
for all industries
Visits
(thousands)
Overseas
Domestic (GB)
Total
Expenditure
not adjusted for inflation (£m)
Overseas
Domestic (GB)
Total
Q3 2014
1,082
3,889
4,971
Q3 2014
858
1,060
1,918
Q3 2015
1,053
3,936
4,989
Q3 2015
749
1,157
1,906
12 month
GB %
change
-1%
3%
9%
5%
7%
5%
Q3 2013 to Q3 2014 to 12 month
Q3 2014 Q3 2015 % change
2,673
11,784
14,457
2,652
12,865
15,517
Q3 2013 to Q3 2014 to
Q3 2014 Q3 2015
1,794
2,869
4,663
1,747
3,268
5,015
12 month
12 month
GB %
% change
change
-3%
-1%
14%
9%
8%
4%
Industry-led strategy, industry-set vision
Our vision, for 2020 and beyond, is to make
Scotland a destination of first choice for a
high quality, value for money and
memorable customer experience, delivered
by skilled and passionate people.
“Scottish Tourism Alliance, TS 2020”
Supporting actions
• Policy and public bodies (incl. planning)
• Investment and physical infrastructure
• Information
Consumer Insights/Industry actions
– Linking data to enable industry insight
– Linking data to support spending
– Linking data to attract investment
– Linking data to enhance visitor experience
• http://www.visitscotland.org/pdf/Final%20(
external%20use)%20Scotland%20Visitor
%20Survey%202015%20updated%208%2
0March%202016.pdf
Motivators to visit Scotland
– Scenery
– History and culture
– Range of activities
– My Scottish ancestry
Overall activities stats - all visitors
surveyed
– sightseeing #1
– trying local food #2
– short walk #3
– long walk
– beach activities
– watching wildlife
Apart from the weather, what one
improvement would have enhanced your
holiday/short break. 51% surveyed gave a
response. Responses Include – lower costs/less expensive
– better roads/better signage
– better mobile ‘phone coverage/free wifi, and
– midge control……
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+0044 131 244 0030