Scotland Visitor Survey 2011 & 2012 Summary of 2011 Results

1. Scotland Visitor Survey 2011 & 2012 Summary of 2011 Results Insight Department research@visitscotland.com (Information published January 2012)

2. Purpose • The purpose of this document is to highlight key results from the Scotland Visitor Survey • The 2011 Scotland Visitor Survey was conducted for VisitScotland by TNS-RI with fieldwork during the summer (please note that this is not a year round survey but concentrates on people who visited Scotland for an overnight trip during June – September. An online survey was in field July - October) • The aim of the survey is to update information held on visitors to Scotland by speaking to visitors whilst they are here in Scotland, and following up on their experiences of Scotland on their return home • The survey will take place over 2 years – with visitors interviewed in 7 areas in 2011 and a further 7 areas in 2012 • Results of this visitor survey should be seen in conjunction with other Monitors which measure volume and value of visitors & take place at a national level (The Great Britain Tourism Survey and the International Passenger Survey. Details on www.visitscotland.org within the Tourism Statistics section) • This PowerPoint summarises key points from the visitor survey. National and regional fact sheets are also available as PDF documents as well as a podcast of the key results. • Key results within this presentation can be used by businesses to help understand Scotland’s visitors and to aid business planning

3. For more Facts and Insights please see the Research and Statistics section of www.visitscotland.org research@visitscotland.com Disclaimer VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does nor warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions.

4. Scotland Visitor Survey Summer 2011 Results

5. Agenda

6. Setting the SceneWhat is happening in the UK holiday market?

7. Market situation • Over the past year (2011), domestic tourism has been increasing, countered by a decline in visits from overseas visitors • In the longer term, there has actually been a gradual decline in domestic holidays, but this rise in the last few years is a result of the increasing popularity of “staycation” holidays; • Substituting an overseas trip for domestic holiday • Affordability • Localisation of holidays - Scots holidaying in Scotland • Economic situation • Huge uncertainties going forward • Will the rise in domestic tourism continue?

8. What’s driving the additional domestic trips in Scotland? Source: GB Tourism Survey 2010 Jan –Aug 2010 vs. Jan-Aug 2011 holiday data. % difference between key holiday characteristics – green/brown shades denote increases in 2011 Largest net increases Largest net decreases

9. About the Visitor Survey

10. EMAIL COLLECTED DURING VISITORS HOLIDAYS Visitor Survey Background 7 Regions interviewed in. Robust online response in each region. Edinburgh City (301) Highlands (307) Cairngorm National Park (236) Glasgow City (308) Scottish Borders (158) Argyll and Isles (262) Fife (310) • ONLINE • SURVEY • 1882 COMPLETED • INTERVIEWS • RESULTS ANALYSED & WEIGHTED Further information available on weighting. Remaining regions planned for 2012 interviewing: Stirling & wider Forth Valley, Loch Lomond and the Trossachs, Aberdeen City and Shire, Perth and Perthshire, Angus & Dundee, Dumfries & Galloway, Ayrshire and the Isle of Arran

11. WeightingResults weighted to reflect the proportion of UK/Overseas visitors to each region • To ensure a robust sample of Overseas visitors was recruited, quotas were set at the recruitment stage to achieve 40% Overseas visitors, 60% UK visitors. The 40-60 split was set because overseas visitors are more prevalent in the summer months. • On completion of the follow up Online survey, it was deemed necessary to weight the results to reflect the real proportions of Overseas/UK visitors for each of the 7 selected regions. • The ratio of UK/Overseas overnight leisure visitors per region was calculated using overnight leisure visitor figures for Quarter 3 Jul-Sept, from the International Passenger Survey (2007-2010) and UK Tourism Survey (2007-2010) .To take account of yearly differentials in visitor numbers, 5yr average figures were used. • Some of the regions specified in the survey slightly differed from the areas covered in GBTS and IPS. In these cases, best estimates of the UK/Overseas ratio was applied.

12. Reporting by region Edinburgh City Highlands Results are shown for each of the 7 regions interviewed in, and include anyone who visited these areas. This is the first year of a larger study and focuses on 7 regions in Scotland. We are therefore referring to any combined figures for these regions as ‘Proxy Scotland’. Cairngorm National Park ‘Proxy Scotland’ Argyll & Isles Fife Glasgow City Borders

13. Profile: Country of origin of Respondents UK visitors particularly prominent in Argyll and Isles, Fife and Borders. Edinburgh and Glasgow had the highest proportion of Overseas visitors UK 68% Overseas 32% Proxy Scotland In which of the following countries do you live? Unweighted base : All respondent s(1882) Note; base weighted to reflect real proportions of UK to Overseas Proportions reflective of UKTS/IPS Q3 figures

14. Profile: Demographics by region Proxy Scotland Higher proportion of females amongst overseas respondents (57%) Higher proportions of 16-24 and 25-34 amongst first time visitors (19% 16-24, 29% 25-34) Across the regions, Glasgow had the highest proportion 16-34 (45%). Higher proportion of 65+ in the Borders. Over half of Cairngorm visitors 25-44s age group.

15. Profile: Demographics by region

16. Profile: Demographics – UK vs. Overseas

17. First time vs. Repeat visitorFirst time visitors more likely in the city destinations Region visited Q4 Was this your first holiday or short break in Scotland? Unweighted base : All respondents - Total 1882 , Edinburgh1139, Highlands 1027, Cairngorms 506, Argyll & Isles, 540 , Fife 564, Glasgow 740, Borders 367)

18. Repeat visitors – Frequency of visiting Scotland Origin is a main determinant of frequency of visits to Scotland Overseas 11% visit generally visit once a year UK 46% visit generally visit once a year Q5 How often, on average, do you take holidays or short breaks in Scotland? Unweighted base : All respondents not on first trip- Total 1153

19. The Visitor Journey

20. Dreaming motivators/ influencers Dreaming Motivators/influencers Why visit Scotland? What are my connections with Scotland?

21. Dreaming Why visit Scotland?

22. Dreaming Key motivators for visiting ScotlandScenery, history and previous experience are big draws for all visitors to Scotland. Amongst Overseas visitors, recommendations and Scotland's reputation for friendly people also add to the appeal. Scotland's reputation for friendly people 18% (Overseas 29%) See the scenery/landscape 58% Recommended to me 21% (Overseas 29%) To visit a particular attraction 9% Good value for money 10% (Predominately UK) Special occasion 12% Been before I know it well 30% To learn more about history/culture Scotland 31% Family connections 20% Found a good accommodation deal 8% Preference to holiday in own country (Scots only) 8% Q17 Why did you choose Scotland for this trip? Base: All respondents (1882) – Proxy Scotland figures

23. Dreaming Key motivators to each region Motivators varies between regions, although city destinations share similarities in regions for visiting . Green shade denotes highest motivators within region Q18 Why did you choose to visit this area on your trip? Base: All respondents who visited this area

24. Dreaming Key motivators for each region Edinburgh City Particular attractions (28%) including Edinburgh Castle, Military Tattoo, Edinburgh Festivals) . Also, Interest in history of the area (27%) and Recommendations (23%) mentioned. Scenery was attractions amongst some (27%), but less so than other areas. 19% were familiar with the area. St Andrews was a particular attraction in Fife. Higher proportion of family connections compared other regions (15%) Highlands Fife Cairngorm National Park Predominately scenery (57%). History of area (23%), recommendations (22%), know the area (20%) Particular attractions included Loch Ness and the whisky distilleries Particular attractions (22%) included museums, Mackintosh Connections and Kelvingrove museum. Higher proportion of family connections compared other regions (14%). Argyll & Isles Glasgow City Predominately scenery (45%). Many already familiar with the area (26%) Specific activities (23%) included cycling, hiking and walking Scenery was attractions amongst some (35%), but less so than other areas. Particular attractions (16%) included Abbeys. Particular activities (16%) included mountainbiking and walking Predominately scenery (49%). Some already familiar with the area (22%). 19% mentioned a recommendation Walking and hiking were mentioned as particular activities Borders Argyll & Isles Q18 Why did you choose to visit this area on your trip? Base: All respondents who visited this area

25. Dreaming Connections with Scotland 63% of visitors had “connections” with Scotland 46% agree “I feel nostalgic about my childhood holidays and would like to revisit places I've been to” (16% strongly agree) UK: 72% with connections Overseas: 50% with connections Q10 Before your trip, did you already have connections with Scotland? Unweighted base : All respondents who do not live in Scotland 1599 – Proxy Scotland figures

26. Connections by regionConnections with Scotland highest for those visiting the Borders, Fife and Cairngorm National Park Q10 Before your trip, did you already have connections with Scotland? Unweighted base : All respondents who do not live in Scotland 1599

27. Dreaming Other influencers for visiting Scotland Finances continue to be a consideration in decision making 41% agree “I expect to spend a bit less on holidays and breaks generally over the next 12 months ” (14% strongly agree) 18% agree “When going on holiday, I like to go to the same place year after year because you know what to expect” (7% strongly agree) Q19: Thinking of the decisions you made when you were planning your trip in Scotland, which of the following environmental and economic aspects, if any, apply to you... Base: All respondents (1882)– Proxy Scotland figures (figures relating to ‘on trip’ activities hidden for purpose of chart) Q43: Finally, please indicate how much you agree or disagree with each of the following statements; Base: All respondents (1882)– Proxy Scotland figures.

28. Planning/ Booking How shall I plan my trip? How shall I book my trip?

29. Timing of Planning & Booking Average planning time: 3.75 months / 15 weeks Average booking time: 2.75 months /11 weeks Planning & booking UK : 3.5 months/ 14 weeks Overseas: 4.25 months/ 17 weeks UK : 2.5 months/ 10 weeks Overseas: 2.75 months/ 11 weeks Q13 How far in advance did you start planning this trip? Base: All respondents (1882) - Proxy Scotland figures Q14 And how far in advance did you book your trip in Scotland? Base: All respondents (1882) - Proxy Scotland figures

30. Booking the tripThe majority booked travel and accommodation separately 17% Package (travel & accommodation booked together) Planning & booking 83% Independent bookings UK: 81% Independent / 19% Package Overseas: 87% Independent / 13% Package Q15 Did you book your accommodation and travel together as a single package? All respondents (1882) - Proxy Scotland figures

31. Booking Independently: AccommodationMajority of bookings via internet, and more likely to be direct with accommodation Planning & booking 58% Direct with accommodation 21% Other Online bookings Q16_a How did you book your accommodation? Base : All respondents who booked accommodation and travel separately Base: All respondents who booked separately(1417) - Proxy Scotland figures

32. Booking Independently: AccommodationOverseas more likely to use internet travel agent but less likely to book in advance Planning & booking Q16_a How did you book your accommodation? Base : All respondents who booked accommodation and travel separately (1417) - Proxy Scotland figures

33. Booking Independently: TravelTravel booking is dependent on origin but any bookings made were most likely to be direct with transport operator UK Overseas Planning & booking Q16_b How did you book the travel to your destination? Base : All respondents who booked accommodation and travel separately . All respondents (1417) - Proxy Scotland figures

34. Booking Independently: Travel Planning & booking Deciding to visit after arriving? Q16_b How did you book the travel to your destination? Base : All respondents who booked accommodation and travel separately . All respondents (1417) - Proxy Scotland figures. Note – relates to booking trip to Scotland and is not necessarily relating to the region visited

35. Experiencing Scotland Travel Travel Activities Accommodation Eating Out Activities Accommodation Eating out

36. Type of trip: UK vs. OverseasTouring and countryside trips the most popular. Stays inthe Countryside more prevalent amongst UK visitors Experiencing Scotland Q3: And more specifically, how would you describe your trip? Base: All respondents (1884) - Proxy Scotland figures

37. Type of trip: By regionAs may be expected, the proportion of Touring and Countryside trips is highest in Highlands, Cairngorms, and Argyll & Isles. Edinburgh City Highlands 36% Touring 20% City plus visit to countryside 44% Touring 34% Stay in Countryside Cairngorm National Park Fife 48% Touring 25% Stay in Countryside 33% Touring 18% City plus visit to countryside 19% City plus visit to Countryside Glasgow City Experiencing Scotland Argyll and Isles 45% Touring 25% Stay in Countryside 37% Touring 20% City plus visit to Countryside Borders 30% Touring 24% Stay in Countryside 17% City plus visit to Countryside Q3: And more specifically, how would you describe your trip? Base: All respondents (1884) - Proxy Scotland figures

38. Travel to Scotland • Travel from overseas predominantly by plane, whereas UK visitors more likely to drive. Limited use of public transport for travelling to Scotland. Experiencing Scotland HIRE Q24: What form of transport did you use on the longest part of your journey from home to Scotland? ? Base: All respondents (1884) - Proxy Scotland figures

39. Travel around Scotland Travelling by car was the most popular form of transport for getting around Scotland Experiencing Scotland Train, Bus and Car hire higher amongst Overseas visitors HIRE Q26: And which types of transport did you use during your visit, while in Scotland? Base: All respondents (1882) Proxy Scotland figures

40. Number of regions visited • The majority of visitors are visiting a number of regions during their trip. Overseas slightly more regions visited Proxy Scotland Average 4 regions visited UK Average of 4 regions visited Overseas Average of 5 regions visited Experiencing Scotland Q6a: Which areas of Scotland did you visit on this trip? Base: All respondents (1882) Proxy Scotland figures

41. Persons in party Travelling with friends more popular amongst overseas travellers. UK visitors most likely to be with partner and children With parents 10% Friends 19% Partner/spouse 65% Other family members 10% Experiencing Scotland Organised group 3% With children 27% On my own8% Average of 3 persons on trip Q11 Which of the following best describes who was with you on your trip? Base: All respondents Q12 How many people were there in your immediate party – that is any family and friends who travelled with you – including yourself? Base: All respondents (1882) Proxy Scotland figures

42. Top 20 Activities • The most popular activities amongst all respondents were • sightseeing, trying local food, historic houses and visiting cities Experiencing Scotland Q28 Did you take part in any of the following during this trip? Base: All respondents (1882) Proxy Scotland figures

43. Activities Edinburgh City Highlands Cairngorm National Park Fife Glasgow City Argyll and Isles Borders Top activities shown. Yellow highlighting denotes more popular in this area

44. Accommodation stayed in B&Bs, self catering and friends/family were most common accommodation types. Hotel use higher in cities as may be expected 28% B&B/Guesthouse 21% Self catering 24% Stay with friends/relatives 22% 3* Hotel 12% Hostel 14% 4* Hotel 9% Camping Experiencing Scotland 8% 1-2* Hotel 7% Caravanning 4% 5* Hotel 40% Hotel (net) Q27: What type of accommodation did you stay in during your trip? ? Base: All respondents (1882) Proxy Scotland figure

45. Accommodation Edinburgh City Highlands Cairngorm National Park Fife Glasgow City Argyll and Isles Borders Yellow highlighting denotes more popular in this area

46. Eating out Cafes, pubs/bars and good quality restaurants were most popular for eating out One third agree “I would consider booking accommodation simply because of their reputation for outstanding food (11% strongly agree) Experiencing Scotland Q29: In which of the following types of places did you eat at whilst on your holiday/short break? Base: All respondents (1882) Proxy Scotland figure Q43.4 Finally, please indicate how much you agree or disagree with each of the following statements - I would consider booking accommodation simply because of their reputation for outstanding food (e.g. renowned chef, Michelin star) Base: All respondents (1882) Proxy Scotland figure

47. Eating out Positively, experience of food was generally higher than expected Experiencing Scotland Experience was particularly better than expected amongst overseas visitors- 55% expected food to be good/excellent, while 84% actually experienced good/excellent food Q30 How did your expectation of the quality of food served in Scotland prior to your trip compare with what you actually experienced during your trip? Base: All respondents except Scots (1599) Proxy Scotland figure

48. Using the Visit Scotland information centreVIC visits were most useful for inspiration and ideas 39% Gave me ideas about more places to visit across Scotland 27% Inspired me to come back to visit the local area again in the future 26% Inspired me to visit different attractions in Scotland 48% Inspired me to visit different local attractions that I hadn't originally planned to do 25% Inspired me to come back to Scotland again in the future Experiencing Scotland 18% Motivated me to do activities I hadn't planned in the local areas 8% Motivated me to do activities in Scotland I hadn't planned 6% Helped me with my accommodation plans around Scotland 13% Helped me with my accommodation plans in the local area Q21 What impact if any, did your visit to the VisitScotland Information Centre have on your holiday or short break? Base : All respondents who had visited a visitor information centre (1216) Proxy Scotland figure

49. Engagement with localsMajority agree that interaction with locals add to the experience 79% agree “When on holiday I like to immerse myself in the local culture and enjoy contact with locals” (41% strongly agree) 52% agree “Interaction with local people really added to my holiday experience” 80% agree “I was made to feel very welcome on my holiday by locals” 22% agree “I made friends with other travellers on holiday” Experiencing Scotland Interaction with locals makes more impact amongst Overseas and first time visitors Q23 Thinking about people you met during your holiday, which of the following applies to you? Q43.3 Finally, please indicate how much you agree or disagree with each of the following statements - When on holiday I like to immerse myself in the local culture and enjoy contact with locals Base: All respondents (1882) Proxy Scotland figure

50. Sharing On return home