Date :
28/08/2013
The VisitScotland Insights Team has compiled its August snapshot of the tourism industry, to help you direct your efforts as effectively as possible.
Whether your business could benefit from a new sci-fi series filming near Glasgow, or from cruise passengers landing in the Highlands, you’ll find out, right here, what’s hot for visitors.
The heat is on Stirling Castle, as it’s been named among Europe’s 'most amazing experiences' in a new Lonely Planet guide. Mentioning iconic Scottish attractions in your own marketing, adds to the appeal of the country in general, and encourages favourable travel decisions.
Sterling weakened against the Euro over the past two months, making Scotland more economically favourable for EU visitors. You may have seen more continental drivers on our roads taking advantage of the strong Euro. It pays to make sure your international offering is attracting them too.
American visitors have been getting about 65 pence for their Dollar, which hasn’t changed the economics of an individual visit, but it’s always worth pointing trans-Atlantic guests in the direction of good-value experiences, unique to Scotland. With the Ryder Cup next year at Gleneagles, and the Scottish Open returning to Castle Stuart near Nairn, it’s well worth marketing golf as an affordable and welcoming visitor attraction, whether watching or playing.
Many Americans may not be aware that our top clubs and courses are much more accessible than back home.
“In the US it's a private club with a big fence around it,” says former US Open champion, Geoff Ogilvy.
“In Scotland, especially Scotland, it's the people's thing. It's absurd how far away the rest of the world has got from this model, and you can see how golf got as popular as it did."
Help guests by getting to know how to book a round at everywhere from the local links to the Old Course at St Andrews. Stay above par and help guests check the leaderboard - and everything else online. New research commissioned by lastminute.com found that 27 percent of British travellers just refuse to stay if a hotel doesn’t offer free wi-fi.
Our guests are seeking a little more pampering it would seem. Hotels and guesthouses report slightly increased figures, while self catering and camping are slightly down. Overall visitor numbers are up, while growth is slightly offset by lower average spend.
To delve deeper into the numbers, and see where you can identify potential for growth, check out the Trends and Statistics for August.
The full report is available from VisitScotland.