As we look ahead to the busy summer period; Scotland’s tourism and events industry has much to celebrate and be proud of. Our 2023 Visitor Survey found that visitors are overwhelmingly positive about their holiday or short break experiences. Around 82% of them are likely to recommend Scotland and 80% of visitors are quite or very likely to return in the next five years.
Last year, Scotland saw a significant increase in visitor spend compared to pre pandemic levels, including record demand from North America. These international visitors are particularly important as they are high spending and stay for longer. Many Scottish tourism businesses are keen to attract them; our role is to support the sector to make the most of the opportunity. This might include helping boost their digital presence, sharing the latest marketing insights or getting businesses ready to work with the travel trade.
Through our annual travel trade event, VisitScotland Connect, we offer an opportunity for our industry to showcase their latest products and services to travel intermediaries like tour operators and travel agents. Working with intermediaries like this can be a very targeted way to get Scottish tourism into our core markets and for businesses to secure future bookings.
Closer to home, our neighbours in the UK represent Scotland’s biggest market. Although visit numbers and spend from these markets have been slower to return to pre-pandemic levels, domestic visitors remain hugely important to the success of our industry. Our most recent research into summer booking intentions shows strong demand and some signs of improvement. Through our marketing, business support activities and partnerships with leading brands such as Expedia, National Geographic and LNER we’re building on the interest and desire that UK visitors have for Scotland, helping position Scotland as a ‘must visit, must return’, year-round destination.
Scotland has a diverse mix of iconic, wild and spectacular landscapes and it comes as no surprise that these consistently come out as a key motivator for visitors. Of course, having this unique and special selling point makes the need to preserve it even greater.
All the work we do as the national tourism organisation aims to achieve the ‘four Ss’ – driving spend, spread, sustainability and satisfaction for visitors, industry, and communities. It’s about increasing the value of every visit in a way that is considerate to surrounding communities and our places.
What’s hugely encouraging is that there is a growing desire among visitors to be more responsible too. Visitors want to take the time to appreciate the places they visit; to embed themselves in local culture; and to feel like they are making a positive difference to a destination while they are here. We want to work together with our partners to make Scotland one of the most economically, environmentally, and socially sustainable destinations in the world.
Drawing on Scotland’s assets and providing not only world leading and authentic experiences for both locals and visitors but driving positive change on multiple fronts is a key focus within Scotland’s refreshed National Events Strategy 2024-2035.
Launched last month, the strategy provides a strategic focus for all those involved in planning, securing, supporting, and delivering events of all sizes in Scotland. Its development was a collaborative effort shaped by voices from across the events sector, Trade Unions, Local Authorities and the wider public sector.
Our tourism, hospitality and events sectors are a force for good and drive economic prosperity, cultural vibrancy and global recognition. We want to recognise and cherish this whilst doing all we can to sustainably grow the value of the visitor economy for Scotland.
