£438M £890 Apr-Jun Highlands & Islands Source: IPS 2018 Jul-Sept 35% 42% Flights

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£438M £890 Apr-Jun Highlands & Islands Source: IPS 2018 Jul-Sept 35% 42% Flights

Market profile Origin of visitors UNITED STATES (Top 5) In 2018, the USA was Scotland's largest international visitor market new york by number of visits, number of nights and by visitor spend. illinois california florida visits in 2018 Seasonality of trip TExas Source: VisitScotland research 2018 Oct-Dec Jan-Mar 492,000 7% 16% top visited VALUE Average spend per visit regions £438m £890 Apr-Jun Highlands & Islands Source: IPS 2018 Jul-Sept 35% 42% Flights JFK Duration of stay Boston Newark 7% 1-3 nights Edinburgh Edinburgh & The Lothians Chicago 30% 4-7 nights 49% 8-14 nights Washington D.C 15% 15+ nights Greater Glasgow Philadelphia & Clyde Valley Source: IPS 2018 Top drivers or JFK Purpose of travel motivators Other History & Culture Planning & booking timeline priority Newark Glasgow 3% Visiting friends and relatives Scenery & Landscapes segments Planning lead time Orlando 22% My Scottish Ancestry “Always wanted to visit” 10 Sightseers Business Booking lead time Explorers Airline 9% Top activities Scotland Visitor Scotland Visitor Delta United American Virgin Holiday based on Charts Visiting cathedrals and churches, 5 Buzzseekers castles/historic houses, sightseeing, cities Source: 2015/16 Survey 67% Source: 3 year average IPS 2016-18 Source: Scotland Visitor Survey 2015/16 Months 2 4 6 8 10 As per VisitBritain research CUSTOMER JOURNEY Everyone has a bank of holiday hopes and ideas in their If the idea doesn't suit, it goes back into the soup and heads that bubble away, constantly being added to over they try another. Within this process, four main time. It's almost like a holiday soup. When it comes to patterns of planning behaviour can be identified and planning a holiday people take an idea from this soup these are what we are using to inform our website: and do some basic research to see if it's feasible. visitscotland.com Idea Accumulation concept forming concept building Executing the plan The holiday Media & cultural Going through Deciding whether to go Building the influences available options and ahead and book it, or holiday Book travel, considering which best leave it for another year accommodation and • Research attractions, meet holiday needs some activities that activities and require pre-booking restaurants • Share photos and “check ins” on social media Hearing about / Weighing up the Forming a whole First stages of • Leave reviews looking at the feasibility and picture of the planning: taking holidays of friends envisioning the trip desired trip time o, and family arranging pet care etc Marketing activity • VisitScotland paid • VisitScotland and partner paid media and PR • VisitScotland.com media and PR • VisitScotland email activity • VisitScotland paid search and SEO • VisitScotland emails • VisitScotland • Intermediary inspiration activity • VisitScotland influencer / • VisitScotland social channels social channels community activity.

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The Case of Scottish Tourism Marketing
Capturing the essence of a brand from its history: The case of Scottish tourism marketing Received (in revised form): 14th September, 2005 IAN YEOMAN is the Scenario Planner for VisitScotland, the national tourism organisation for Scotland. He has a PhD in Management Science from Napier University, Edinburgh and is the author/editor of nine tourism books. Ian is the Editor of the Journal of Revenue and Pricing Management and has taught on a number of courses. His special interests include the use of modelling techniques to interpret and analyse tourism scenarios and policy. ALASTAIR DURIE was a senior academic at the University of Glasgow, but now teaches at the University of Stirling. He is author of a number of works on the history of tourism in Scotland including Scotland for the Holidays: Tourism in Scotland c.1780–1939, which was published in 2003, and Water is best. Hydropathy and Health Tourism (in press). UNA MCMAHON-BEATTIE is a lecturer, researcher and consultant at the University of Ulster, Northern Ireland. Her research interests lie in the areas of tourism marketing and tourism futures. She has published widely as an author and book editor in the UK and internationally. Una is the Practice Editor of the Journal of Revenue and Pricing Management. ADRIAN PALMER is Professor of Services Marketing at the University of Gloucestershire Business School, Cheltenham, UK. After holding marketing management positions within the travel industry, he joined academia where he has researched buyer-seller relationships within the service sector. Recent research has been published in the European Journal of Marketing, Journal of Marketing Management, Journal of Strategic Marketing and Journal of Services Marketing.
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The GB Day Visitor Statistics 2015
The GB Day Visitor Statistics 2015 GB Day Visits 2015 Contents This report presents the main Section 1: Introduction findings of the 2015 Great Britain Survey methods 4 Day Visits Survey (GBDVS 2015). Definitions 7 Scope of this report 9 The survey measures participation in Tourism Day Visits taken to Section 2: Tourism Day Visits destinations in the UK (including Volume and value of visits 11 Northern Ireland) by the residents Activities undertaken 14 of England, Scotland and Wales. Accessibility 23 Ethnicity 27 GBDVS 2015 is jointly sponsored by the Visit duration 29 statutory tourist boards of England and Visit destination 33 Scotland and Visit Wales (the Tourism Claimed distance travelled 41 Department of the Welsh Government). Mode of transport 48 Visit expenditure 52 No part of this publication may be reproduced Visitor profile 60 for commercial purposes without the written permission of the sponsors. Extracts may be Section 3: Summary of changes over time quoted if the source is acknowledged. Volume and value of visits 65 Activities undertaken 69 Published and copyright of the sponsors: Visit duration 71 VisitEngland Type of place visited 72 VisitScotland Claimed distance travelled 74 Visit Wales Mode of transport 76 © April 2015 Visit expenditure 77 Section 4: The wider context Leisure Day Visits 80 Section 5: Summary data tables Tourism Day Visits 83 3 hour+ Leisure Day Visits 99 All Leisure Day Visits 116 Appendices 117 Further information 123 The GB Day Visitor Page 2 Introduction 1 Section 1: Introduction The Great Britain Day Visit Survey (GBDVS) was commissioned jointly by VisitEngland, VisitScotland and Visit Wales (the Tourism Department of the Welsh Government).
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