VisitScotland recorded strong growth in ancestral tourism

Published on : Thursday, May 18, 2017

VisitScotlandVisitScotland Chief Executive, Malcolm Roughead, responds to the release of the quarterly (Q4 2016) International Passenger Survey (IPS) tourism statistics by the UK Office of National Statistics (ONS). He said:



“Overall, 2016 was a very positive year for Scottish tourism, with these figures showing that there is a huge appetite among overseas visitors to explore Scotland.



“A growing interest in ancestral tourism, which in part has been fuelled by the success of the hit television series Outlander, as well as increased airline capacity, has continued to see visitors from North America coming here in large numbers.



“As revealed in our largest ever Visitor Survey, our stunning landscapes, our history and our culture remain key reasons to enjoy a holiday in Scotland, but it is also recognised as the perfect place to ‘get away from it all’, while many visitors also rate their experience here as ‘a perfect ten’.



“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.



“Last year saw a 9 per cent increase in overseas visitor spend, something that shows the importance of tourism to the country’s economy.



“We also recognise, however, that VisitScotland, together with our partners throughout the country, need to continue to work hard to ensure that Scottish tourism continues to punch above its weight on the global stage.”



Q4 Statistics for overseas visitors to Scotland




Q4 Overseas Analysis

2016 has seen a 6% increase in visits and a 9% increase in spend, fuelled by strong growth from North America in particular but also from Rest of World markets.





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