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01/07/2010
Only Available on TIS
Ear to the Ground June 2010
Ear to the Ground – the newsletter from Tourism Intelligence Scotland – is a must read for all businesses who want to get ahead and stay competitive. It is designed to be practical, useful and timely, with ideas and tips to provide you with a snapshot of some of the relevant issues in the tourism industry in Scotland and beyond.
This edition focuses on our international visitors and what they want.
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30/03/2010
Markets
Canada
Canada is currently the 5th most valuable international market for Scotland in terms of tourist spend. The high proportion of Canadians with Scottish ancestral roots means that for many, visits to friends and relatives are an important factor influencing the desire to travel to Scotland.
Canadians are keen city breakers and touring holidaymakers. Sightseeing and enjoying a country’s nature and culture are popular holiday activities – all of which means that Scotland is likely to remain a popular destination for Canadians in the future.
VisitScotland publishes key facts and insights about the Canadian market, along with a summary of the latest International Passenger Survey figures on Canadian visitors to Scotland.
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30/03/2010
Markets
USA
The USA has long been Scotland’s most valuable overseas market, generating over £250 million for the Scottish tourist economy each year. With US residents travelling abroad in increasing numbers, this situation is likely to remain, despite the continuing adverse exchange rates. Good direct flight links make visiting Scotland relatively easy, but promotional fares and special deals are a vital element in attracting US visitors.
VisitScotland publishes key facts and insights about the US market, along with a summary of the latest International Passenger Survey figures on American visitors to Scotland.
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30/03/2010
Research Summaries
US Golf (2006)
The US is a key golf market, and the reports that are available are:
· US Golfer Findings 2006 Summary
· US Golf Trips to Scotland 2006 Summary
The first report details the golfer customer profile, such as motivations, expectations, and influences when booking the holiday. It also looks at the importance of non-golf related activity.
The second report focuses on the experiences of US golfers in Scotland as well as potential holidaymakers. 65% of respondents had been on a golf holiday and 43% had played in Scotland at some stage, with the majority being males over 45.
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29/03/2010
Facts and Figures
International Passenger Survey
The International Passenger Survey (IPS) is a survey of a random sample of passengers entering and leaving the UK by air, sea or the Channel Tunnel. Over a quarter of a million face-to-face interviews are carried out each year with passengers entering and leaving the UK through the main airports, seaports and the Channel Tunnel.
VisitScotland publishes a summary of statistics for Scottish Tourism for the current year, showing the progress of Scottish Tourism to date. Information includes total spend by overseas visitors, number of trips taken and number of nights spent, along with average length of stay, average spend per night and average spend per trip. Additional commentary outlines the key factors influencing the developing trend.
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28/03/2010
Guides
Knowing Our Markets…Scotland's Visitors
"Knowing our Markets... Scotland’s Visitors is a must read for businesses looking for information on who visits Scotland, why they come and what they expect from their visit. Full of practical hints and tips on how you can cater more effectively for our different types of visitors, this guide is a valuable planning aid to help you make the most of today’s business opportunities.
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28/03/2010
Facts and Figures
Economic and Demographic Information
Economic and demographic information can be very helpful in explaining current tourism trends. To help with this, VisitBritain publishes a range of useful information on how economies across the world are performing.
The International Monetary Fund’s ‘World Economic Outlook’ allows you to explore economic forecasts for all major countries, as well as trends and forecasts in the size of each country's population. Additional information includes exchange rate trends, how the age and gender profile of visitors to the UK compares with the resident population of each country, and the level of internet usage in each country.
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28/03/2010
Markets
Quarterly Market Updates
VisitBritain’s overseas offices regularly monitor developments, consumer perceptions and travel trends in their various markets – an invaluable tool in helping to understand the visitor.
The Market Updates are produced on a quarterly basis and give a brief overview of the following trends for each market:
· Outlook for Travel to Britain
· Britain in the News
· General Market Mood
· Consumer Behaviour
· Media Matters
· Routes and Fares
· Business Tourism
· Leisure Travel
· Trade Competitor Activity
· VisitBritain Activity Update
· Who’s in Town?
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28/03/2010
Facts and Figures
Visits from Overseas Residents
In 2008 over 31 million overseas residents visited the UK boosting the tourist economy by £16.3bn. VisitBritain publishes varied and detailed information about the volume and value of these visits as well as the people who make the journeys and why. Information is regularly updated and easily accessible.
Included in this data provided by the Office for National Statistics’ International Passenger Survey is: historical trend information; current information on business travel; a breakdown of which countries and regions tourists visited and what they did when they got there.
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28/03/2010
Markets
Americas On-Territory Insights
These are VisitBritain's on-territory newsletters for Americas-to-UK travel and tourism.
The reports summarise the main inbound/outbound tourism statistics as well as economic indicators that influence transatlantic travel. They also provide less quantifiable insights gained from the physical presence across the markets such as wider consumer trends, media news, competitor destination analysis and reports from key events.
VisitBritain has also recently launched its’ new ‘How’s Business’ survey in the US. This quarterly report is designed to provide qualitative insights into current trends affecting US-UK travel, with the aim of identifying emerging opportunities and threats facing transatlantic tourism as they develop.
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