present & future - visitscotland · the japanese concept of ‘shinrin yoku’ – ......

PASTPRESENT& FUTURE

Perthshire Tourism Action Plan Workshop 19th October 2019

Birnam Arts Centre

PASTVisitScotland at 50Latest Tourism Statistics

Perthshire Tourism Action Plan Workshop

The Scottish Crannog Centre on Loch Tay


50 Years of Scottish Tourism – Overview


TOURISM PERFORMANCE IN SCOTLAND

INTERNATIONAL2018

TRIPS UP +10%SPEND DOWN -3%

DOMESTICOVERNIGHT

TOURISM

NUMBER OF TRIPS

11.80MSource GBTSTOTAL SPEND

£4.97Bn

INBOUND TRIPSNUMBER OF TRIPS

3.54MSource IPS

£2.21BnINTERNATIONAL SPEND

£2.76BnDOMESTIC SPEND

DOMESTIC2018

TRIPS UP +1%SPEND DOWN -8%


EAST OF SCOTLAND DOMESTIC PERFORMANCE 2018TR

IPS

Q1

Q4

Q2

Q3

SPEND

Q3

Q1

Q4

Q2

1.001 million+56.2%

0.976 million-25.2%

1.323 million+14.5%

0.967 million-24.5%

£236 million+58.4%

£240 million-18.9%

£357 million+0.6%

£231 million-36.9%

TOTAL TOTAL4.265 MILLION -2.67% £1,064 MILLION -8.43%


TOURISM PERFORMANCE IN PERTHSHIRE

INTERNATIONAL2018

TRIPS UP -13%SPEND DOWN -16%

DOMESTICOVERNIGHT

TOURISM

NUMBER OF TRIPS

668ThSource GBTSTOTAL SPEND

£185Mn

INBOUND TRIPSNUMBER OF TRIPS

127ThSource IPS

£47MnINTERNATIONAL SPEND

£138MnDOMESTIC SPEND

DOMESTIC2018

TRIPS UP -5%SPEND DOWN -1%



0

100

200

300

400

500

600

700

800

900

1000

2013 2014 2015 2016 2017 2018

Trip

s (T

hou)

Visitor Trips

Int Dom

0

50

100

150

200

250

2013 2014 2015 2016 2017 2018

Spen

d (£

mill

ion)

Visitor Spend

Int Dom



DOMESTIC TOURISMDomestic Holiday and BusinessTrips contribute the highestvolume and spend per trip toPerthshire.

ALS = Average Length of StaySPT = Spend Per TripSPN = Spend Per Night

TOP INTERNATIONAL MARKETSBased on volume of visits aggregatged over the period 2014 to 2018. Top Valuemarkets mirror the volume markets (France 5th & Australia 4th)

SPT £369

ALS 3.1 nights

SPN £120

1, USA 2, Germany

5, Australia4, France3, Netherlands

Day Visits £184m Spend

5.9m Trips

ALS 2.8 nights

SPT £194 SPN £67

70% Trips / SpendHolidays

Outdoor Activities

VFR 19% Trips

Business Highest

SPT

PRESENTTourism industry BarometerConsumer Trends Today


Geese by local artist David Wilson

The Local Tourism Industry Barometer seeks to develop and maintain a source of national, regional and rural industry sentiment to better understand tourism performance across multiple sectors in Scotland.

Visitor Statistics

Business Performance

Industry Insight

Future investment plansBarriers to success Trends & insightsAny other comments

Visitor numbers Visitor originOccupancyDiscretionary spend

Turnover Business confidenceBusiness adviceBusiness size and type

Quarterly tourism industry survey

Produced and reported at a regional level

No cost resource for DMOs, Local Authorities, VisitScotland or, most importantly, Tourism Businesses

Contains actionable information in a timely manner



PERFORMANCE SUMMARY FOR Q2/2019


MAIN BARRIERS TO SUCCESS


TRENDS 2019

THE TRENDS


1

23

4

Icons by Adioma

AuthorenticityVisitors are trying to balance a need for exclusivity with the risks of trying something totally new. Opportunities for immersion in local culture and authentic experiences, connections with local communities and other travellers can be through social-focused amenities such as food, fitness and tours.

Restorative RecreationThe emotional benefits of ‘ecotherapy’ are well documented, but there can also be long-term, physical health improvements associated with time spent in green spaces. The Japanese concept of ‘Shinrin Yoku’ –or forest bathing – has been linked to reduced rates of cardiovascular illness and Type 2 diabetes.

Creative RetreatsTravel today is increasingly motivated bygathering experiences. Skills development area growth area such as outdoor survivalschools and treks all add to the attractivenessof a destination. By sharing your interestswith your visitors you can build relationshipsand garner those all important referrals totheir friends and relatives so they might visittoo

Unexpected AdventuresIn today’s perfect Instagrammable world, it is the discoveries we make when things don’t go exactly to plan are often what makes an experience unique. With an increase in visitors looking for the distinctive and the authentic, this will often translate to enjoying imperfect moments. The Japanese world view of ‘Wabi Sabi’ is centred on embracing the beauty in the unexpected and is closely linked to self-actualisation and wellness trends.


IMPLEMENTING THE MOMENT

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HeritageUGC

Allies

Stories

Local

Perfect PartnersSupply chains are shortening and consumersare looking at frictionless purchasing. Canyou go direct to the provider or through asingle aggregator. Can you recommendsuitable accommodation and travel providers,broker the package for your visitors?

Living LocalVisitors seek unique. By engaging with local providers, artisans anddemonstrating the connection with the surrounding area and theimpact that their purchases are making to the economy will chime wellwith their motivations.

Selling your storiesVisitors want meaningful memories. How canyou sell your story which provides aconnection to your customer. Your storycould be about the product development, amyth or legend or it could be your story andthe journey to get where you are now? It isthe human element that visitors use todifferentiate from a bland and genericexperience.

Your Guests / Your AdvocatesIn the world of fake news, consumers see authenticity asimportant, especially in relation to brands. Today genuineUser Generated Reviews and content resonate most withconsumers. Can you encourage genuine reviews or providethose smostable opportunities that develop the advocatesand referrals that will benefit your business.

Harnessing HeritageMany visitors to Scotland see Landscape andHeritage as interlinked. Combining activities,where possible with opportunities to engage withheritage and culture will enhance a visitorsexperience. Itineraries, routes or rest stops athistoric locations or even screen tourism hotspotswill be seen favorably be guests.

Icons by Adioma

FUTURETrends for tourism of tomorrow


Dunkeld…2069?


WHAT TRENDS ARE

INFLUENCING THE TOURISM CONSUMER?

• The view that travel is a right, not a privilege.• Ever more it will be crucial that travel is part of our

lives

• Provenance & Authenticity

• Experience over Possessions

• Experiencing Local

• Predictive Personalisation

• Phygital Experiences

• Responsible Consumerism

• Comfort-First Sanctuaries


WHAT TRENDS ARE

INFLUENCING THE TOURISM

SECTOR?

• Internationalisation & New Markets

• Productivity Improvements & Technology

• Access to Qualified Workforce

• Infrastructure & Investment

• Nurturing Ecosystems for business growth

(collaboration)

• Cross Border Synergies (City Region Deals)

• Ambition to Succeed

IN CONCLUSION…The shift in society towards experiences, challenges, meaning and betterment places Perthshire in a prime position to fulfil these basic consumer needs.

The environment, culture, innovative providers and products within Scotland are a perfect mirror to be the ideal destination.

But we need stories, collaborations, differentiators that will make Scotland the must visit and return destination.


Tweedlove, Love Cross Event, Peebles.

Birnam Oak

Thank you, Questions?

[email protected]

visitscotland.org/research-insights


present & future - visitscotland · the japanese concept of ‘shinrin yoku’ – ......

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