VisitScotland 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
- Total trips from overseas visitors increased by 27% for Q1 2016 against the previous year.
- This has been heavily driven by European visitors across the board.
- Visitors from North America decreased by 16% against Q1 2015; however, comparisons against previous quarters indicate a positive growth of 28% against the same quarter in 2014, and 45% against 2013.
- In terms of other regions in the UK, Scotland has outperformed all regions in terms of total trips during Q1.
- Total expenditure is 9% up on Q1 2015, with a 2% growth in US expenditure and 40% growth in European travel, rest of world down.
- 2% growth in North America expenditure could be attributed to resilient/wealthy US travellers taking trips during times of less favourable exchange rates for the Dollar against the Pound.
- Euro exchange rate has been more favourable for inbound visitors from EU also.
Q1 Domestic Analysis
- Domestic trips are flat quarter on quarter. However, when looking at purpose of trip, holidays are showing double digit growth. Business travel is also up, but caution with sample size. VFR has brought trip total down.
- The rise in domestic visits is primarily driven by visitors to East and South of Scotland.
- Expenditure is up 5% on the same period against Q1 2015, which is positive due to the fall in consumer confidence during Q1 2016.
- Placement of Easter has also helped being in March.
