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16/08/2010
Research Summaries
Stirling - The Heart of Scotland
What visit to Scotland is complete without a trip to the ‘best small city’ in the country? From Stirling’s imposing castle to the famous Bannockburn battlefield you can hardly move without stumbling across another significant piece of Scottish history. For adventurous visitors there are the animals of Blair Drummond Safari Park and the tree-swinging fun of Go Ape. A host of activity providers make the best of the exciting natural landscape and the area is packed with a range of accommodation providers.
Success and growth of these tourism businesses is dependent on reliable intelligence and a keen understanding of what Stirling’s visitors want. Tourism is vital to Stirling’s economy, bringing in over £390 million to the city in 2007 alone, so Stirling Council commissioned research to look into visitor activity and perceptions of the city. The results, published in 2009, will help businesses throughout the area.
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24/04/2010
Research Summaries
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.
Britain is perceived to be a fairly welcoming destination, but many of our competitors are seen to be more welcoming. Indeed, in the Nation Brands Index 2008, Britain ranked only 14th in terms of the welcome visitors would expect to receive here.
VisitBritain has produced a summary of research carried out on Britain's welcome.
Find out 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.
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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
Research Summaries
Ski Scotland
VisitScotland has published research on tourists from the UK and Ireland who go skiing in Scotland. The information was gathered from online research with consumers from the Ski Scotland Snow Alert database in August 2006.
The results showed a primarily male (70%), Scottish (69%), market who were regular holidaymakers in Scotland and had no children living in the household. The majority (70%) had also skied in Scotland during the previous winter, mostly on day trips.
Although ski visits tended to be day trips, results showed that respondents took between 1 and 5 such trips each season, and snow conditions prompted the majority of respondents to take a ski trip in Scotland.
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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
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
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
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
Market Profiles
Knowing our visitors, and understanding their expectations, perceptions, and desires, has never been more important. In VisitBritain’s ‘Market Profiles’ there is comprehensive market information about the inbound visitor to Britain as well as each country in which VisitBritain operates.
The Market and Trade profile includes detailed information about the overseas visitor to Britain, and includes hard statistics and forecasts, consumer opinions and perceptions, as well as general market knowledge.
There are also detailed profiles available for:
· 5 American markets, including the USA and Canada
· 12 Asia Pacific, Middle East and African markets, including Australia and China
· 18 European markets, including Scandinavia and Germany
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28/03/2010
Research Summaries
Foresight
VisitBritain’s ‘Foresight’ publication provides a monthly commentary on some of the significant issues and trends affecting overseas tourism to the UK, and has examined some of the significant issues and trends which affect inbound travel by overseas visitors.
The index gives a one-line summary of each edition, with a Market Focus and Issue of the Month indicating which countries were covered and the topic of the publication.
Recent issues have covered the cruise sector and global ageing, as well as visitors who watch or play sport and the BRIC countries (Brazil, Russia, India and China).
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