Published on : Monday, January 23, 2017
“It is remarkable to see such unparalleled growth in the North American market in both visits and spend. Of course, a favourable exchange rate has played its part, but a focus on airline capacity and connectivity – with around 90,000 extra seats on services from North America in 2016 – alongside a concentrated marketing approach has proved a real formula for success.
“It is disappointing to see a slight dip in European visits from core markets such as France and Germany, but with uncertainty over safety and security during 2016 in these countries, it is perhaps understandable. However, it’s interesting to see a significant rise of 48% from our Eastern European markets.
“Tourism is more than a holiday experience – it creates jobs and sustains communities in every corner of Scotland all year round. Thanks to the hard work of tourism businesses across the country, we are on track to reach the industry’s Tourism Scotland 2020 target to generate economic growth.
“VisitScotland’s first ever global campaign – the Spirit of Scotland – launched in February 2016, has been a resounding success with the biggest ever engagement across all our digital channels. In 2017, we are working hard to build on that strong foundation and create and invest in more innovative projects, events and activities to inspire people all over the world to put Scotland at the top of their must-see list. With the Rough Guide recommending Scotland as a top place to visit in 2017, and a country-wide celebration of the Year of History, Heritage and Archaeology, we are starting in a very strong place.”