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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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29/06/2010
Practical Tools
Getting match fit for Games Visitors
Tourism2012Games.org is a great new online resource for anyone who works in hospitality, leisure or tourism and wants to get involved with the 2012 Games.
The site – co-published by VisitBritain and London 2012 – has loads of useful information about visitors likely to come to the Games and how to reach them.
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30/03/2010
Markets
UK Target Markets
VisitScotland has undertaken research to identify the UK market segments with the greatest potential to generate visits to Scotland.
The research identified a number of consumer segments within the UK, some currently ‘cold’ in their behaviour towards Scotland and some already ‘warm’. From the 10 segments identified, VisitScotland is concentrating on the six segments that offer the best potential for increasing the volume and value of domestic tourism to Scotland.
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30/03/2010
Markets
UK and Ireland Markets
The domestic holiday market (including Ireland) is an extremely important market for Scottish tourism. In total the UK accounts for 83% of tourism trips to Scotland (over 13 million trips). VisitScotland has published a summary of information about tourists from within the UK and Ireland who take a holiday or short break in Scotland, showing the number of trips and bednights, plus annual spend generated by these markets.
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30/03/2010
Research Summaries
UK Golfers’ Attitudinal Research (2006)
The main aim of the study was to gain a better understanding of current and potential leisure golfing market to Scotland, specifically:
· in-depth understanding of the motivators and attitudes influencing behaviour of leisure golfers as a basis for segmentation;
· to understand the decision-making process for golf holidays/ breaks;
· to assess the perceived strengths and weaknesses of golfing in Scotland.
A number of attitude-based segments were identified amongst the Golfing Holiday Maker sample, a number of which can offer future potential to Scotland either in terms of the relative size of the segment (although not verified quantitatively) and frequency of taking breaks, or in terms of their needs and demands.
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29/03/2010
Research Summaries
Visitor Experience / Attitudes
The Visitor Experience study is an important tool in helping to understand:
· Motivations for visiting Scotland
· Holiday planning and booking behaviour
· Activities undertaken whilst in Scotland
· Perceptions of the Scottish holiday experience
· Overall satisfaction with the experience
· The factors that drive satisfaction
· Intentions regarding future visits and recommending Scotland to others as a holiday destination.
The study is intended to gather views and opinions from visitors to Scotland to gain an immediate picture and to supplement information received from other national surveys, and focuses on visitors from:
· England & Wales
· Scotland
· Germany
· France
· Italy
· Canada
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29/03/2010
Facts and Figures
United Kingdom Tourism Survey
The United Kingdom Tourism Survey (UKTS) is a national consumer survey measuring the volume and value of tourism trips taken by residents of the United Kingdom. The survey covers trips away from home lasting one night or more taken by UK residents for the purpose of holidays, visits to friends and relatives, business and conferences or any other purpose.
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 UK 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 trends.
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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
Key Tourism Statistics
Up to date statistics show the complete picture of tourism in the UK today.
Tourism is one of the largest industries in the UK. VisitBritain has summarised a recent study ‘The Economic Contribution of the Visitor Economy’ to highlight the economic and social factors of the sector.
The study shows that in 2007 tourism was worth £114.4bn to the UK economy and is forecast to increase at an annual real growth rate of 2.1% per annum from 2009 – 2018. Providing employment to an estimated 2.7 million people UK wide tourism is the UK’s third highest export earner.
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28/03/2010
Facts and Figures
UK Tourism Trends
Keeping up to date with trends, and understanding the factors which influence our visitors’ desire and ability to travel, has never been more important. To help with this, VisitBritain publishes regular updates highlighting the latest UK tourism trends.
Available information includes: a one-page summary of the latest results from the International Passenger Survey, United Kingdom Tourism Survey and UK Occupancy Survey; ‘Tourism Trends Quarterly’ - a digest of all the latest tourism survey information with commentary on the key factors influencing the developing trends; and Trends Update – a summary of the factors shaping current tourism trends, ranging from the weather, economic developments and new or axed air and ferry routes.
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