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 & The Lothians Chicago 30% 4-7 nights 49% 8-14 nights Washington D.C 15% 15+ nights Greater 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 Delta United American Virgin Holiday Visiting cathedrals and churches, 5 Buzzseekers castles/historic houses, sightseeing, cities Scotland Visitor Scotland Visitor Source: 2015/16 Survey 67% based on Charts 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