Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
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…… [email protected] +0044 131 244 0030