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28/03/2010
Case Studies
Glamis Castle
Glamis Castle launched a festive programme six years ago, with assistance from Scottish Enterprise Tayide. A full programme of events, including themed tours, storytelling, face painting, Santa’s Grotto, carol concerts and floral art displays, now runs throughout November and December.
Gill Crawford, the Castle’s Business Manager, says: “An additional 8,500 people visit Glamis during November and December, creating a ticket, catering and retail revenue stream at a time when the castle would normally be closed”.
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28/03/2010
Research Summaries
Topic Profiles
In Topic Profiles VisitBritain publishes easily accessible and comprehensive summaries of market intelligence about tourism segments, sectors and issues.
For example, VisitBritain has produced a summary of research carried out on the welcome our visitors receive. Receiving a warm welcome is important for all of our visitors, but it is absolutely vital for visitors travelling from overseas on what might be a ‘once in a lifetime’ trip.
The Topic Profile shows how welcoming Britain is perceived to be by overseas residents, how welcoming Britain actually is for visitors from overseas, and the importance of delivering a first-class welcome. Other topic profiles include Culture & heritage, Built Heritage and Contemporary Culture.
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28/03/2010
Research Summaries
Arrivals
Arrivals is the quarterly round-up of VisitBritain's latest tourism research, market intelligence and current issues, all in bite-size articles.
Recent issues have included topics such as how the credit crunch is affecting inbound tourism, the relationship between Britain's royal heritage and inbound tourism, and what European youths think of Britain.
Launched in 2009, the predecessor to Arrivals was Visitor’s Voice, a quarterly magazine produced by VisitBritain. All back issues are available online, and include topics such as consumer perceptions of Britain, the youth and luxury markets, and Britain’s cultural heritage.
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25/03/2010
Research Summaries
Culture and Heritage
Britain's culture and heritage is world-renowned and is a significant draw for both overseas and domestic visitors. VisitBritain’s monthly ‘Foresight’ publication includes features on a number of topics exploring the issues and opportunities surrounding the UK’s cultural tourism offering.
Topics include: the importance of the Monarchy for overseas visitors to Britain; the importance of Britain's cultural and heritage assets to domestic tourism; cultural and heritage activities undertaken by overseas visitors; perceptions of different types of holiday activity on offer in Britain; and the importance of the National Lottery to UK tourism through its support for cultural and heritage assets.
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Guides
Scotland's Historic Properties - Visiting the Future
"Heritage is at the heart of Scotland’s tourism offering. This specialist guide has been developed by the Historic Properties Group, a collaboration between Historic Scotland, The National Trust for Scotland, The Historic Houses Association and Scottish Enterprise. It draws together many of the key themes from recent research into the heritage sector and provides practical tips on how our historic properties can exceed visitors’ expectations.
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