ASVA Visitor Trend Report, July 2016

Usable data was received from 250 sites. The total number of visits recorded in July 2016 Dashboard Summary, July 2016 was 3,779,838; this compares to 3,529,156 in 2015 and indicates an increase of 7.1%. Total Visitor Numbers ASVA's Commentary and Observations for July 2016 Please note that figures can only be used when there is comparable data for both years. If you submitted figures and these do Excluding Country Parks not appear in the listings below, it is because there is no comparable data for both years. Month of July 3,779,838 7.1% p Year-to-Date 15,462,841 3.0% p As can be seen in the first paragraph, July 2016 shows an increase of 7.1% compared to the same month in 2015. Overall around 30% of respondents show a decrease. The dashboard summary shows that in July 2015 only the Southern Region shows a Including Country Parks decrease in visitor numbers. The Eastern Region shows an above average increase of 9.9%. In July this region had 54% of all visits Month of July 4,818,568 6.5% p recorded (not including Country Parks), so will have helped the national average. Year-to-Date 21,485,945 4.7% p

Staying on the dashboard, just two categories show a decrease – Zoo/ Wildlife (-1.9%) and science centres (-6.8%) with all three Per Region centres noting a downturn. Above average increases are noted in the heritage/ historic property category (10.5%) helped in part by a 10% increase at Castle and in distillery/ whisky related (12.7%) where almost all sites note an increase in visits. A number of National Trust for Scotland properties are using a different counting method this year, so those figures cannot be Northern Scotland 477,396 7.9% p This report was included in the calculation, but shown below for information: *Northern Scotland † 405,718 6.2% p produced for ASVA by Eastern Scotland 2,074,241 9.9% p Southern Scotland 126,827 -6.4% q Property July 2016 July 2015 % change *Southern Scotland † 126,827 -6.4% q Broughton House & Garden 3663 1885 94% Western Scotland 2,140,104 4.0% p Castle Fraser, Garden & Estate 4050 2239 81% *Western Scotland † 1,173,052 4.4% p Fyvie Castle 3360 1892.5 78% Inveresk Lodge Garden 4489 209 2048% Per Attraction Category Priorwood Garden 2915 1166 150% Threave Estate 11591 6226 86% Heritage/historic ‘Outlander’ continues to drive more visits to sites that have been featured in the series. Culloden (51%), Doune Castle (36%), property/stately 1,181,307 10.5% p Cathedral (83%) and the Royal Burgh of Culross (46%). Whilst these increases have a limited effect on the national house percentage, at a local level the contribution to the local economy is very important. Museums & Galleries 1,485,971 5.4% p Zoo/wildlife/safari 175,081 -1.9% q Meaningful increases were also recorded at a number of larger sites not noted above, including: Edinburgh Bus Tours (12%), park/aquarium Gallery of Modern Art (18%), (15%), Royal Botanic Garden Edinburgh (21%), Scottish National Gallery (17%), Sports & activities 29,450 7.1% p Forest park/ St Giles Cathedral (7%), (8%), The Royal Yacht Britannia (11%), the Tall Ship at Riverside (11%) and Urquhart Castle 1,038,730 4.4% p (8%). The National Museum of Scotland is showing an increase of 27% after the re-opening of a number of galleries following country park refurbishment. Gardens 133,142 21.0% p Science Centre 80,168 -6.8% q Distillery/whisky Weatherwise, July was very disappointing compared to June with low pressure in control for most of the month. In rainfall terms 146,456 12.7% p there was an east/west split with above average precipitation in the west. This was accompanied by noticeable south westerly related breezes with gusting at higher levels. Cairngorm summit recorded gusts of over 90 mph on both the 15th and 16th of the month. Visitor Centre 283,202 3.2% p Sunshine amounts were below average with very low totals in the west. Stornoway recorded just 76 hours of sunshine across the Boat Trip/Marine 122,619 9.2% p month. Other 142,442 8.7% p Spend per Ticket SPV1 Retail SPV Catering SPV ticket sold2 4.47 (127) 8.43 (64) 2.42 (91) 2.29 (9) * † Excluding Country Parks 1.1% p -2.5% q 2.5% p -1.7% q

For further information, contact ASVA at: Confidential information for ASVA members only e-mail: [email protected] Please do not further distribute this report without permission from ASVA Tel: 0141 229 0923 Any commentary to press will be managed by ASVA

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Year-on-Year

Visitor Numbers Visitor Numbers

Month

Latest 7.1% p

3,779,838

3,529,156

3,827,114

3,779,838

2,773,772

2,536,062

2,387,225

2,155,066

2,148,066

1,824,125

1,257,559

1,362,271

1,038,707 1,157,383

Aug 15 Sep 15 Oct 15 Nov 15 Dec 15 Jan 16 Feb 16 Mar 16 Apr 16 May 16 Jun 16 Jul 16 Jul 16 Jul 15

Additional Comments Auchindrain "There have been no factors out of the ordinary affecting our visitors numbers. Being an out door Museum Ticket SPV Retail SPV Catering SPV Ticket Spend

it is mainly based on the weather and also the passing trade." 1.1% p

Blair Castle "So far brexit has been positive with more European visitors visiting this season." Retail Spend

£4.47 £4.43 2.5% p

Highland Folk Museum "Euro 2016 slowed down flow of Europeans from competing nations."

- Newtonmore Catering Spend £2.42

£2.36 q

£2.33 -1.7% £2.29 Mackintosh Queen’s Cross "July was a quiet month."

Mugdock Country Park "MugStock Music Festival at the end of July boosted numbers considerably."

Museum of Lead Mining "Limited access to the Museum due to road closure for 5 days. The expected closure notice said 14 days and despite posting a notice that the road was open most visitors thought the road closed and didn't make the journey." Jul 16 Jul 15

National Museum of Scotland "Ten new galleries opened at the National Museum of Scotland contributing to a 27% year-on-year increase in visitor figures."

New Visitor Centre "On 17th July we hosted our first 'Back in Time Day' and transported an estimated 700 visitors back to the 1820s. £8.64

On 28th July hosted the BBC Antiques Roadshow which brought an additional 2201 visitors to the site £8.43 Spend per on that day. Throughout the month we also hosted the free Building Scotland and Scotstyle exhibitions as part of ticket sold the Year of Innovation, Architecture and Design. We ran a 'quote for a cone' summer offer during the month offering -2.5% q a free New Lanark Ice Cream cone to visitors who purchased a ticket and quoted '' at our ticket desk. This offer had a very good pick up with over 400 vouchers being claimed."

The Museum of the University "Investment in the MUSA Shop has seen our income raised significantly." of St Andrews

______1 Ticket spend per visitor (Ticket SPV) divides the total ticket revenue by the number of visitors from ticket-revenue submitting sites. Jul 16 Jul 15 2 Spend per ticket sold divides the total ticket revenue by the number of tickets sold. 3

Site-specific report July 2016

u Responses for July 2016 were received from 250 sites. u 17 sites requested confidentiality, and although their numbers have been included in the calculations, they do not appear in the tables below. u 4 sites have not submitted results this month last year and thus do not appear in the tables below.

July July 2016 2015 Y-o-Y 2016 2015 Y-o-Y Aberdour Castle 2955 2385 24% Craigmillar Castle 4155 3108 34% Aberlour Distillery 1603 1481 8% Craignethan Castle 708 874 -19% Tower 1243 686 81% Crarae Garden 1464 1147 28% Almond Valley Heritage Trust 19995 18773 7% Crathes Castle, Garden & Estate 7698 6432 20% Arbroath Abbey 2228 1892 18% Crichton Castle 855 784 9% Arduaine Garden 2255 2037 11% Crossraguel Abbey 398 582 -32% Argyll's Lodgings 7930 8840 -10% Culloden Battlefield visitor centre 26874 17855 51% Auchindrain 910 755 21% Culzean Castle 12215 12274 0% Bachelors' Club 157 82 91% Culzean Country Park 29289 23415 25% Balvenie Castle 1173 804 46% Dallas Dhu Distillery 1950 2166 -10% Bannockburn 7350 5963 23% Dalwhinnie Distillery Visitor Centre 8364 6043 38% 683 466 47% Centre 919 2250 -59% Benmore Botanic Garden 6362 6502 -2% Dawyck Botanic Garden 3531 3393 4% Bishops & Earls Palaces 4417 3812 16% Dewar’s Aberfeldy Distillery 4380 4728 -7% Black House 3056 2845 7% Dirleton Castle 4296 3815 13% Blackness Castle 4714 3806 24% Discovery Point 8066 8038 0% Blair Athol Distillery Visitor Centre 12631 10510 20% Doune Castle 16039 11775 36% Bonawe Iron Furnace 653 747 -13% Drum Castle, Garden & Estate 4596 4487 2% Castle 866 1481 -42% Drumlanrig Castle 5921 5372 10% Branklyn Garden 811 979 -17% Drumpellier Country Park 105065 108441 -3% British Golf Museum 32329 35808 -10% Dryburgh Abbey 3379 3639 -7% Brodick Castle 6975 5368 30% Dumbarton Castle 3550 2757 29% Brodick Garden & Country Park 9563 8041 19% & Camera Obscura 2183 2143 2% Brodie Castle 3440 2355 46% Dunblane Cathedral 3174 2597 22% Brough of Birsay 1647 1315 25% Science Centre 5679 8309 -32% Museum 7972 6124 30% Dundrennan Abbey 623 601 4% Caerlaverock Castle 5708 5751 -1% Dunfermline Palace 2093 2640 -21% Cairnpapple Hill 392 248 58% Dunstaffnage Castle 4281 3794 13% Calderglen Country Park 106631 86276 24% Edinburgh Bus Tours 70789 63161 12% Callendar House 5447 5663 -4% Edinburgh Castle 273816 249923 10% Caol Ila Distillery Visitor Centre 1710 1154 48% Edinburgh Zoo 81250 88629 -8% Cardhu Distillery Visitor Centre 2161 1629 33% Edzell Castle 1408 1123 25% Cardoness Castle 954 1013 -6% Elcho Castle 1145 1248 -8% Castle Campbell 2280 1998 14% Elgin Cathedral 6343 6083 4% Centre for Contemporary Arts 26267 29139 -10% Falkland Palace & Garden 7790 6249 25% 7020 6827 3% FC Scotland - Clatteringshaws Visitor Centre 6045 5627 7% and Art Gallery 2227 2891 -23% FC Scotland - Glenmore Visitor Centre 13708 13874 -1% Clynelish Distillery Visitor Centre 568 936 -39% FC Scotland - Glentress 22745 22632 0% Cragganmore Distillery Visitor Centre 1238 944 31% FC Scotland - Glentrool Visitor Centre 5208 5260 -1% Craigievar Castle 2588 1872 38% FC Scotland - Kirroughtree Visitor Centre 8184 8134 1% 4

July July 2016 2015 Y-o-Y 2016 2015 Y-o-Y FC Scotland - The Lodge Forest Visitor Centre 19530 17985 9% John Gray Centre 10447 13385 -22% Floors Castle 4575 3448 33% Johnstons of Elgin 18420 17851 3% Fort George 11744 10743 9% Kellie Castle & Garden 3528 2354 50% Gallery of Modern Art 72512 61490 18% Kelvingrove Art Gallery and Museum 169015 167798 1% Geilston Garden 1705 958 78% Kildrummy Castle 714 984 -27% Georgian House 6073 4704 29% Kisimul Castle 1845 1491 24% Gladstone's Land 4222 4226 0% Lagavulin Distillery Visitor Centre 2886 1881 53% Glasgow Cathedral 49949 27223 83% Lauriston Castle 8500 9019 -6% Glasgow Museums Resource Centre 985 1359 -28% Linlithgow Palace 21963 18922 16% Glasgow Science Centre 34849 36507 -5% Loch Leven 3505 3244 8% Glen Ord Distillery Visitor Centre 5411 3257 66% Logan Botanic Garden 4014 3948 2% Glencoe 5648 4343 30% Macduff Marine Aquarium 8223 8891 -8% Glenfinnan Monument 1288 2436 -47% Mackintosh Queen’s Cross 430 576 -25% Glengoyne 9817 9406 4% Maclellans Castle 836 1154 -28% Glenkinchie Distillery Visitor Centre 5657 4528 25% Malleny Garden 87 558 -84% Glenlivet Distillery 8270 8082 2% Mcmanus Galleries 17528 12446 41% Glenluce Abbey 188 55 242% Meigle Museum 476 488 -2% Grampian Transport Museum 4567 5549 -18% Melrose Abbey 9922 8571 16% Greenbank Garden 3442 2808 23% Moirlanich Longhouse 220 211 4% Gurness Broch 2049 2599 -21% Mugdock Country Park 62499 61838 1% Hackness 452 462 -2% Museum of Childhood 35777 34701 3% Haddo House 670 309 117% 9281 10665 -13% Hermitage Castle 1166 1318 -12% Museum of Lead Mining 1509 1393 8% - Newtonmore 12880 14919 -14% National Museum of Flight 25286 24024 5% Highland Wildlife Park 21880 22005 -1% National Museum of Rural Life 13062 12229 7% Hill of Tarvit Mansionhouse & Garden 1491 1035 44% National Museum of Scotland 230711 181891 27% Holmwood 931 568 64% National War Museum 97723 85121 15% House for an Art Lover 1235 1276 -3% Nevis Range 23802 23147 3% House Of Dun 1085 1000 9% New Abbey Corn Mill 874 1006 -13% House of the Binns 869 806 8% New Lanark Visitor Centre 12197 9024 35% Hugh Miller Museum & Birthplace Cottage 704 655 7% New Lanark World Heritage Site 44152 47542 -7% Huntingtower Castle 1147 1164 -1% Newark Castle 1276 1222 4% Huntly Castle 2366 2413 -2% Newhailes 1192 838 42% Abbey 5515 4561 21% Oban Distillery Visitor Centre 9331 8412 11% Inchmahome Priory 3340 3353 0% Our Dynamic Earth 39640 41212 -4% Inveraray Castle 20953 18276 15% Paisley Museum 4136 4355 -5% Inverewe Garden & Estate 14937 9484 57% Palacerigg Country Park 76017 74599 2% Iona Abbey 12935 11497 13% Pitmedden Garden 3537 2854 24% J M Barrie's Birthplace 572 335 71% Pollok House 5089 4136 23% Jacobite Cruises Ltd 40139 38175 5% Preston Mill 516 458 13% Jarlshof 4632 3986 16% Provand's Lordship 12054 13515 -11% Jedburgh Abbey 4757 4156 14% Queensferry Museum 512 957 -46% 5

July July 2016 2015 Y-o-Y 2016 2015 Y-o-Y 159877 164821 -3% The Hill House 4907 3346 47% Robert Burns Birthplace Museum 21454 22160 -3% The Hunterian Museum and Art Gallery 16827 17202 -2% Robert Burns Centre 3331 3462 -4% The Museum of the University of St Andrews 5314 4237 25% Robert Burns House 1767 1999 -12% The Nelson Monument 6661 3670 81% Robert Smail's Printing Works 474 313 51% The People's Palace Museum 35221 45212 -22% Rosslyn Chapel 27368 26530 3% The People's Story 7997 8195 -2% Rothesay Castle 2278 2003 14% The Real Mary King's Close 29070 26316 10% Royal Botanic Garden Edinburgh 92461 76528 21% The Royal Yacht Britannia 47045 42201 11% Royal Burgh of Culross 2562 1753 46% The Scotch Whisky Experience 37259 35219 6% Royal Lochnagar Distillery Visitor Centre 2961 2036 45% The Scott Monument 10553 11080 -5% Scotland Street School Museum 4514 5881 -23% The Scottish Parliament 30974 27824 11% Scotland's Secret Bunker 5385 5665 -5% The St Mungo Museum of Religious Life And Art 19377 17980 8% Scottish Crannog Centre 3685 3519 5% The Tall Ship at Riverside 35435 31889 11% Scottish Dolphin Centre 18330 17175 7% Thomas Carlyle's Birthplace 112 122 -8% Scottish Fisheries Museum 9644 10310 -6% Threave Castle 687 2868 -76% Scottish National Gallery 186932 159611 17% Tolquhon Castle 1036 965 7% Scottish National Gallery of Modern Art 51126 59195 -14% Tomatin Distillery Visitor Centre 6791 5491 24% Scottish National Portrait Gallery 30101 26780 12% Tormiston Mill 5209 5020 4% Scottish Seabird Centre 38579 35847 8% Tullibardine 972 943 3% Seton Collegiate 397 339 17% Urquhart Castle 73798 68552 8% 21280 21527 -1% 1775 1585 12% Smailholm Tower 1069 1023 4% Weaver's Cottage 294 247 19% Souter Johnnie's Cottage 588 273 115% Writers Museum 7386 6132 20% Spynie Palace 1300 1392 -7% St Andrews Castle 14608 11827 24% St Andrews Cathedral 8353 5245 59% St Giles' Cathedral 160976 150756 7% St Serfs 484 611 -21% St Vigeans 19 35 -46% Stanley Mills 1229 1384 -11% Stirling Castle 81794 75723 8% Stirling Smith Art Gallery and Museum 3277 2962 11% 564309 558185 1% Strathisla Distillery 2559 2668 -4% Summerlee Museum 29006 32499 -11% Sweetheart Abbey 1157 1385 -16% Talisker Distillery Visitor Centre 12941 10599 22% Tantallon Castle 6462 7122 -9% House 2836 2139 33% The 15778 15236 4% The Famous Grouse Experience 6996 7867 -11% The Glasgow School of Art 1461 1311 11%