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2019 ASVA ANNUAL VISITOR TREND REPORT Dashboard Summary

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2019 ASVA ANNUAL VISITOR TREND REPORT Dashboard Summary 2019 ASVA ANNUAL VISITOR TREND REPORT Dashboard Summary Useable data was received from 230 sites (excluding Country Parks). The total number of visits recorded Scotland Total in 2019 was 29,930,091; this compares with 29,113,222 in 2018 and indicates an increase of 2.8% for 2019. 2019 (excl. Country Parks) 29,930,091 2.8% p Acknowledgements 2019 (incl. Country Parks) 40,344,732 2.3% p This is our seventh annual report which is made possible by the high proportion of members who take the Per Region time to respond to the survey. We know this annual report and the monthly reports published throughout the Northern Scotland 3,558,410 -1.9% q year are used and valued by members. So a big thank you to everyone who supplies data, thus enabling us to publish this meaningful report which clearly shows the contribution being made by our sector to the economy *Northern Scotland † 3,035,654 2.8% p both locally and nationally. Eastern Scotland 16,056,744 -1.4% q Southern Scotland 1,678,725 1.0% p Thank you also to research company STR, who designed the online survey and who collect and collate the *Southern Scotland † 1,659,808 0.9% p responses on our behalf. Western Scotland 19,050,853 6.7% p *Western Scotland † 9,177,885 11.5% p Key findings for 2019 The National Museum of Scotland (NMS) is the most visited attraction for the fourth consecutive year, Per Attraction Category recording 2,210,024 visits which is a modest decrease of 0.8% on 2018. Edinburgh Castle was the most visited paid for attraction with 2,116,132 visits which is an increase of Castle/heritage 2.6%. 8,768,087 3.1% p property/historic house The increase in visitor numbers of 2.8% in 2019 sees growth in visitor numbers across ASVA members sites for the seventh year in succession, building on the modest growth of 0.1% in 2018. Museums & Galleries 12,804,190 6.7% p Zoo/wildlife/safari Regional differences were on display with the West of Scotland recording the biggest increase. Both the 1,484,456 -6.1% q North and South regions gained visits to a more modest degree, while the East witnessed a slight park/aquarium decrease. Sports & activities 142,926 -9.7% q In 2019 the top two sites (see paragraph above) attracted more than 2 million visits each. This is the Forest park/ 10,414,641 1.0% p third consecutive year that these two attractions have surpassed the 2 million milestone country park In addition, four sites attracted in excess of 1 million visitors – two in Edinburgh (Scottish National Gardens 1,159,171 7.4% p Gallery and St Giles Cathedral) and two in Glasgow (Kelvingrove Art Gallery & Museum and Riverside Science Centre 731,933 -0.3% q Museum). Distillery/whisky Kelvingrove Art Gallery and Museum is the biggest mover in the Top 10, rising from number 6 in 2018, to 885,752 -10.8% q number 3 in 2019. related Edinburgh remains the number one attraction destination, with 3 of the top 5 attractions in the country Visitor Centre 1,086,684 1.7% p and 10 sites featuring in the Top 20. Boat Trip/Marine 1,158,755 -3.9% q It has also been a strong year for Glasgow, with 2 of the top 5 attractions in the country and 5 in the top Other 1,708,137 -4.4% q 20. The Top 20 accounted for 62% of all visits recorded nationally (excluding country parks). Expenditure Figures The Top 20 collectively saw a 4.2% increase in visits. Reflecting a somewhat mixed year of performance, 56% of attractions reported an increase in visits q whilst 44% highlighted either no change or decreases. Ticket SPV £4.92 (86) -3.9% Spent per ticket sold £11.39 (18) 0.1% p Retail SPV £1.69 (96) 0.02% p Catering SPV £1.47 (16) -0.1% q * † Excluding Country Parks See overleaf for more information For further information, contact ASVA at: e-mail: [email protected] Tel: 0141 229 0923 2 Behind the Headlines Regional view Although reporting a fairly modest increase in visitor figures of 2.8% (excluding country Visits to sites in the Northern Region (which includes local authority areas in the north east of Scotland – parks), it should be remembered that the overall picture is one of sustained growth, with Aberdeen City & Shire and Moray, as well as Highland Council, Western Isles, Orkney and Shetland) showed a collective increase of 2.8%, which follows a 6.3% increase in 2018. This shows growth in this ASVA member attractions recording an overall increase in visitor numbers for the 7th region continuing to stay ahead of the national average. This region had 2 entries in the Top 20 listing consecutive year. (Urquhart Castle, Glenfinnan Monument). Significant increases in numbers were experienced at Haddo Brexit uncertainty undoubtedly had an impact on visitor numbers, with trips from House, Huntly Castle and Glenfinnan Monument. European visitors to Scotland down in 2019. To balance this up however, over the same period there has been a reported increase in domestic trips. This is somewhat reflected in The Eastern Region reported a slight decrease in visits of -1.4%. This can be largely (but not wholly) the visitor numbers seen at ASVA member attractions, with many of those site that usually attributed to decreases in Top 20 sites (see P4 for listing) including National Museum of Scotland, Scottish National Gallery, St Giles' Cathedral, Edinburgh Bus Tours and Scottish National Gallery of Modern Art. enjoy a high percentage of European visitors reporting either flat visitor numbers or modest decreases for the year, whilst those that have more of a domestic market often Visits to sites in the Western Region rose by 11.5% during 2019. A number of larger sites in this region had reporting bigger increases. good increases: Glasgow Cathedral, Kelvingrove Art Gallery & Museum and Riverside Museum, and those In general, 2019 has been a good year for Glasgow attractions, with 2 sites in the top 5 and will have helped lift the overall figure in this region. There are 7 sites in this region that feature in the 5 in the top 20 this year. Most notably Kelvingrove Art Gallery and Museum has led the way Top 20 listing. with a 74% increase in visitors, with hugely successful exhibitions and programmes such as The Southern Region is the smallest of the four regions and indicates an increase of 0.9% over 2019 with ‘Dippy on Tour’ and ‘Leonard Da Vinci: A Life in Drawing’ contributing to the increase in all attractions reporting a growth in their visitor numbers. 1 site in the Southern Region is in the Top 20. visitor numbers at this already very popular site. 2019 saw investment and innovation at a number of sites, nowhere more significantly than Projections for the year ahead at The Hill House, where the hugely innovative and world leading conservation project, the Hill House Box, saw visitors flock to the site to experience something truly unique. An When asked to comment on future performance over the next 12 months, attractions anticipated roughly increase in visitor numbers of +139% provides clear evidence that visitors are always on the the same number of customers in 2020. However, they were slightly less confident about turnover performance in 2020 compared with last year. lookout for new, innovative, memorable experiences. About the results This year results imply higher levels of confidence and intent to invest in marketing & advertising and buildings & infrastructure compared to last year. In fact, 30% of attractions anticipate a new or Only where directly comparable data is available, are sites included in the calculations and significantly increased investment in building & infrastructure. Looking at staff training for the year listings. Thus some sites have been excluded because the counting method has changed year on ahead, most businesses expected to keep staff training unchanged. (SEE P4) year or if the site was closed for refurbishment for more than 40% of either of the years. Advice and support A number of sites request confidentiality and although their data is included in the calculations their visitor numbers do not appear in the published listings. During 2019, nearly 9 out of 10 attractions (89%) received some form of support, advice and/or training from at least one external organisation which was roughly on par compared to last year. However, Weather compared to last year, ASVA had worked with a higher proportion of attractions (67% in 2019 compared to 61% in 2018). As much as political and economic factors can have an impact on visitor numbers, it is still an undeniable fact that weather plays a key role in influencing visitor behaviour. 2019 didn’t see Just over half of the attractions (53%) attended an ASVA workshop in 2019 with a slightly higher the same extremes of weather as witnessed in 2018, but both rainfall levels (+4.9%) and proportion of them (55%) planning to attend one this year. sunshine levels (+5.4%) were above the long term averages. The overall average temperature for Scotland was +0.6 degrees above the long term average, with a mild winter and spring Challenges in becoming a more environmentally friendly business contributing to this figure. The busy summer months saw greater than usual occurrences of rain, with August in particular a very rainy month, with 90% more rainfall that the long term average. The majority of attractions expected to face at least one challenge in becoming a more environmentally This increase in rainfall is likely to have contributed to the overall increase in visitor numbers at friendly business.
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