TOURISM IN SCOTLAND 2009

Introduction 3 Average Length of Stay and Spend 9 Demographics of UK Visitors to Scotland 13 Tourism-related Employment 2007
Length of Stay Spend per trip Spend per night Age % 16-24 25-34 35-44 45-54 55-64 65+ Tourism All Tourism as a % of
Please note that, due to changes in the ONS International Passenger Survey (IPS) and (nights) (£) (£) All Trips 10% 17% 24% 21% 16% 12% Employment Employment All Employment
the United Kingdom Tourism Survey (UKTS), statistics from 2005 onwards are not Scottish 2.8 £151.45 £53.41 Holiday Trips 10% 15% 24% 20% 17% 14% All Scotland 208,800 1,649,500 13%
comparable with previous years. English 4.5 £268.39 £59.76 Disability* Socio-Economic NB: The above employment figures exclude self-employed.
Rest of the UK 4.1 £388.52 £94.80 Any Mobility AB C1 C2 DE
Trips Nights Spend All UK 3.7 £219.41 £59.38 All Trips 11% 4% 37% 30% 16% 17% 14 Tourism Economy in Scotland 2007
2009 (m) 2009 (m) 2009 (£m) All Overseas 8.6 £530.86 £62.03 Holiday Trips 12% 4% 35% 30% 18% 17% Gross Value Gross Value Gross Value
Scotland 5.85 16.59 886 ALL 4.5 £272.46 £60.23 Added Added Added
* disability disclosed by interviewee during survey.
England 6.01 26.99 1613 (£m) (% Total Economy) (% Service Sector)
Northern Ireland 0.42 1.29 176 4 Time of Visit to Scotland Scotland 4,100 5% 11%
10 UK Tourists' Categories of Expenditure ‡
Wales 0.19 1.21 61 NB:2008 figures are expected to be published August 2010.
Total UK Tourism 12.47 46.08 2736 (%) Jan – Mar Apr – Jun July – Sept Oct – Dec UK Tourist Spend (%)
Total Overseas Tourism 2.56 21.91 1359 Domestic Holiday Trips 14% 28% 39% 20% Accommodation 32%
Domestic Business Trips 26% 25% 25% 24% 15 Scottish Weather 2009
Total 15.03 67.99 4095 Eating & Drinking 16%
Total Domestic Trips 17% 28% 35% 20% Travel in UK 15% Average Average Average
Overseas Holiday Trips 11% 27% 47% 15% Buying Clothes 13% Temperature Rainfall Sunshine
In 2009, around 15 million tourists took overnight trips to Scotland. The annual spend Scotland +11% +10%
Overseas Business Trips 19% 38% 25% 18% General Shopping 10% +0.6°C
was over £4 billion. Scottish Tourism contributes 11% of the Scottish service sector
Total Overseas Trips 17% 27% 37% 19% Entertainment 9% NB: Scottish regional value compared with 1971-2000 long term averages
economy compared to 8-9% for the UK as a whole.
Packages (inc. Accom.) 4%
5 Transport Used to Travel to Scotland Other 1% MAIN SOURCES OF STATISTICS
♦ The UK accounts for 83% of tourism trips to Scotland.
♦ Overseas tourism accounts for 17% of tourism trips to Scotland. Total Trips Holiday Trips Business Trips ‡ 2008 figures
UK Tourists (%) (%) (%) 11 Monthly Accommodation Occupancy 2009 International Passenger Survey 2009 Provisional
♦ 64% of overseas trips are taken in April-September.
Hotel Self Catering Touring Caravan Guest House & Hostel
♦ The European Union is our biggest overseas market with 6 of the top ten inbound United Kingdom Tourism Survey 2009
Car 66% 69% 51% & Camping Park Bed/ Breakfast
markets sharing the single European Currency.
Train 13% 12% 18% 2009
(% Room (% Unit (% Pitch (% Room (% Bed Scottish Accommodation Occupancy Survey 2009
♦ The USA remains the biggest single national markets with 17% of overseas spend. Occupancy) Occupancy) Occupancy)* Occupancy) Occupancy)
87% of overseas visitors who come to Scotland arrive in the UK by air and 66% of Coach tour 3% 4% 0% Scottish Visitor Attraction Monitor 2009
♦ Jan 45 22 26 20
UK visitors come by car. Regular bus/coach 4% 4% 1%
Feb 54 33 32 29 Annual Business Inquiry 2007
♦ Overseas tourists stayed an average of 9 nights, Scottish tourists an average of 3 Air 9% 7% 19% Mar 57 30 33 31
nights and English visitors an average of 5 nights. Other 5% 4% 10% Scottish Annual Business Statistics 2007 Scottish Government
Apr 63 54 34 43 52
Average spend per night is £62 for overseas tourists, £60 for English tourists and Overseas Tourists† May 70 64 45 60 63
♦
Air 87% 84% 79% Met Office Annual Regional Values 2009
£53 for Scottish tourists. Jun 72 65 47 64 57
♦ Scottish weather for 2009 recorded rainfall 11% higher than the 1971-2000 average Sea And Tunnel 13% 16% 21% Jul 76 79 61 69 65
and there was -1.7% less rainfall than 2008. † Transport used to reach UK Aug 80 82 63 76 73 DEFINITIONS
Sep 74 65 37 60 54
1 Volume and Value of Tourism in Scotland 6 Accommodation Used Oct 67 55 25 41 43 'A tourist trip' is defined as a stay of one or more nights away from home for holidays,
UK Trips 2009 (%) Overseas Trips (%)†† Nov 58 31 30 23 visits to friends or relatives, business/conference trips or any other purposes except
Trips Nights Spend
Hotel/Motel and Guest Houses 38% 46% Dec 48 32 22 24 such activities as boarding education or semi-permanent employment.
(m) (%) (m) (%) (£m) (%)
Friend’s/Relative’s House 36% 29% Ann avg 64 52 45 48 45
UK Tourists 2009 'Tourist nights' are those spent away from home using any type of accommodation, or
Self Catering/Rented Accommodation 10% 5% *Survey of Touring Caravan and Camping Park occupancy is only conducted from April to October
Holidays 8.85 71% 35.50 77% 1900 69% in transit, on a trip (as above).
Bed and Breakfast 6% 12%
Business 2.05 16% 5.81 13% 601 22%
Touring Caravan & Camping 7% 2% 12 Visitor Attractions 2009
Visits to Friends & Relatives 1.37 11% 4.22 9% 197 7% 'Tourist expenditure' is spending incurred while away from home on a tourist trip and
Youth Hostel/School/ University 2% 5% Major Attractions with free admission Visits % 09/08
Other 0.20 2% 0.55 1% 38 1% on advance payments for such items as fares and accommodation. For overseas
Other 1% 1% Kelvingrove Art Gallery & Museum, Glasgow 1,368,096 -5.3
Total 12.47 100% 46.08 100% 2736 100% †† 2007 data
visitors cost of travel to the UK is excluded. In this fact sheet expenditure is in 2009
Overseas Tourists 2009 The National Gallery Complex, Edinburgh 890,361 +5.6 prices.
Holidays 1.20 46% 8.65 39% 654 48% World Famous Old Blacksmiths Shop, Gretna Green + 706,633 +6.2
7 UK Tourism by Country of Origin & Purpose St Giles Cathedral, Edinburgh 653,864 +21.8
Business 0.42 16% 2.10 10% 226 17% In this publication percentage figures may not add up to 100% due to rounding and, as
Visits To Friends & Relatives 0.78 30% 8.07 37% 330 24% Trips (%) Nights (%) Spend (%) National Museum of Scotland, Edinburgh 589,621 -4.1 with all surveys; the data are subject to sampling errors which particularly affect the
Study 0.04 2% 0.04 0.2% 78 6% All Hol. Bus. All Hol. Bus. All Hol. Bus. Gallery of Modern Art, Glasgow 536,916 -4.6 smaller regions of Scotland.
Other 0.15 6% 3.05 14% 71 5% Scotland 47% 51% 30% 36% 37% 36% 32% 35% 25% National War Museum, Edinburgh 494,213 +4.2
England 48% 43% 67% 59% 57% 61% 59% 55% 69% Museum of Transport, Glasgow 468,963 +2.8
Total 2.59 100% 21.91 100% 1359 100%
Northern Glasgow Botanic Gardens, Glasgow 400,000 0.0 For more information please contact:
3% 4% 2% 3% 3% 1% 6% 8% 3% New Lanark Village & Visitor Centre, Lanark 334,185 -2.1
Ireland
2 Top Origins of Overseas Tourists 2009 Major Attractions with paid admission
Wales 2% 2% 1% 3% 3% 1% 2% 2% 2% Insight Department
Trips Nights Spend Hol = Holiday / Bus = Business Edinburgh Castle, Edinburgh 1,196,481 +6.0 VisitScotland
(‘000) (%) (m) (%) (£m) (%) Edinburgh Zoo, Edinburgh 636,867 -3.8 Ocean Point One
USA 352 14% 3.29 15% 225 17% 8 UK Visitor Activities undertaken in Scotland 2009 Edinburgh Bus Tours, Edinburgh 531,352 +2.6 94 Ocean Drive
France 276 11% 1.87 9% 97 7% Falkirk Wheel, Falkirk 476,778 -4.8 Edinburgh EH6 6JH
UK Holiday Trips (%) Stirling Castle, Stirling 383,293 +2.1
Germany 238 9% 2.35 11% 146 11%
Ireland 208 8% 0.64 3% 71 5% Hiking/Hillwalking/Rambling/ Other walking 36% Loch Ness Exhibition Centre, Drumnadrochit 330,000 +13.8
Heritage, Architecture, Literature etc. 17% email: research@visitscotland.com
Spain 172 7% 1.48 7% 80 6% Our Dynamic Earth, Edinburgh 298,287 0.0
Netherlands 142 6% 0.68 3% 58 4% Shopping 10% Scottish Seabird Centre, North Berwick 291,474 +4.4
Australia 109 4% 1.40 6% 66 5% Touring/Sightseeing 9% Burns National Heritage Park, Ayr 282,628 -3.3
Canada 102 4% 1.10 5% 55 4% Watching performing arts (including cinema) 6% Urquhart Castle, Drumnadrochit 282,203 +4.5
Italy 101 4% 0.85 4% 58 4% Wildlife watching & Zoo Park Visits 4%
Poland 85 3% 0.83 4% 33 2% Golf 3% + The World Famous Old Blacksmith’s Shop Centre is a free attraction but has an important paid element.
Rest of World 773 30% 7.42 34% 470 35% Fishing 3% Visitor Attraction Monitor Produced by the Moffat Centre for Travel and Tourism Business Development
Adventure Sports 3%
Total 2558 100% 21.91 100% 1359 100%
Sailing/Boating 3%

Some data within this factsheet is provisional subject to the final release of information from third parties and may be subject to change.
For more information on Scottish tourism statistics please refer to http://www.visitscotland.org/research_and_statistics