VisitScotland Chief Executive hails “extraordinary” visitor growth

Published on : Thursday, July 14, 2016

VisitScotlandVisitScotland Chief Executive, Malcolm Roughead responds to the release of 2016 Quarter 1 (January – March 2016) International Passenger Survey (IPS) tourism statistics by the UK Office of National Statistics (ONS) and the domestic tourism statistics derived from the Great Britain Tourism Survey.  He said:

 

“In an increasingly competitive global market, these latest statistics show that Scotland’s profile as a must-visit destination has continued to grow at an extraordinary level.  This is especially rewarding knowing the huge amount of work the industry in Scotland does every year to ensure consistent quality, investment and inclusivity.

 

“The launch of our first ever global campaign – the Spirit of Scotland – in February has had a remarkable impact worldwide with 140,000 people joining our ScotSpirit movement, business referrals up 20% year on year and 20 million people engaging with our online films.

 

“The Spirit campaign is one of a series of initiatives that fundamentally change the way VisitScotland markets and sells the country around the world with local empowerment at its heart. We are harnessing the power of a nation behind tourism, building on the spirit, pride and passion people have for this country to reach more potential visitors globally.

 

“Of course, we cannot afford to sit back, and be complacent about these great first quarter results. In a difficult economic and political climate, it is our role to ensure Scotland stays at the forefront of traveller’s minds with continued investment in airline routes, infrastructure, digital innovation and promotion.  Tourism is more than a holiday experience, it creates jobs and sustains communities in every corner of Scotland all year round and is at the heart of the Scottish economy.”

 

KEY FACTS

QUARTER 1 ONLY (2016)

 

Quarter 1 (2016) – Overseas visitors
Overseas visits have increased:  +27%
Overseas spend has increased: +9%

 

Quarter 1 (2016) – Domestic visitors
Domestic visits have stayed the same: 0%
Domestic spend has increased: +5%

 

Quarter 1 (2016) – Combined domestic and overseas visitors
Combined overseas and domestic visits have increased: +3%
Combined overseas and domestic spend has increased: +5%

 

ROLLING YEAR STATISTICS (Apr 2015 – Mar 2016)

 

Rolling year (Apr 2015 – Mar 2016) – Overseas Visitors)
Overseas visits have decreased:  -1%
Overseas spend has decreased:  -8%

 

Rolling Year (Apr 2015 – Mar 2016) – Domestic Visitors
Domestic visits have decreased:  -8%
Domestic spend has increased: +8%

 

Rolling Year (Apr 2015 – Mar 2016) – Combined Overseas and Domestic
Combined overseas and domestic visits have decreased: -7%
Combined overseas and domestic spend has increased: +2%

 

Q1 Overseas Analysis

 

 

 

 

Q1 Domestic Analysis

 

 

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