The 'real thing' attracts Europe's
millions
A massive European tourism campaign which is fronted by real
people living in Scotland is already producing results, with packed
flights bringing visitors to Scotland this summer. And it's not
just the airplanes that are filling up; small local businesses are
also reaping the rewards.
Thanks to VisitScotland's biggest ever European marketing drive
- the £1.25m European Touring campaign - Lufthansa's new direct
flight from Dusseldorf to Inverness is virtually sold out for the
rest of July and August.
Striking photographs of Scots from various walks of life front
the campaign, and as the Scottish Government cabinet met in Dornoch
on Tuesday, one of the stars of the promotion, Evelyn McLennan
proprietor of B&B Kyleview House met Cabinet Secretary, John
Swinney, to discuss what the campaign has meant for her and her
business.
John Swinney, Cabinet Secretary for Finance and Sustainable
Growth said:
"Tourism is key to Scotland's economy and is strongly supporting
the recovery - bringing more than 2.5 million visitors to Scotland
from overseas last year to spend £1.37 billion during their
stay.
"Efforts to showcase the very best of Scotland, like those
delivered through the European Touring Campaign, are vital to this
success. By extending a warm and authentic welcome, Evelyn and her
colleagues at the forefront of this campaign are reminding our
neighbours in Europe that Scotland is a must-visit, year round
destination. I am delighted to be in Dornoch today to hear how
these efforts are paying off for the tourism sector and Scotland's
economy as a whole."
Evelyn McLennan, owner of Kyleview B&B in Dornoch, said:
"I've seen an increase of over 60% in the number of German visitors
choosing to stay at Kyleview - in fact I have more German enquiries
for accommodation than I can cater for, but it's a good dilemma to
have! Taking part in VisitScotland's European Touring Campaign
definitely helped boost business and gave me access to the sort of
publicity and international exposure money can't buy. I was a
little nervous about being the 'face' of the campaign, but the
results have really paid off."
Commenting on the success of their new direct flight from
Dusseldorf to Inverness, Ole Linder, Business Development Manager
for Lufthansa said: "We are very happy with bookings for the
Inverness route. In particular during July and August flights are
practically sold out. We believe the success of the route is also
down to the good co-operation with VisitScotland."
Inglis Lyon, Managing Director of Highlands & Island
Airports Limited (HIAL) added: "HIAL has seen bookings rocket on
its summer charter programme, with an average 10% increase on last
year. VisitScotland's European marketing drive has most definitely
impacted on the Düsseldorf to Inverness bookings."
Mike Cantlay, VisitScotland's Chairman said: "I am delighted
that the European Touring Campaign has already had such a positive
impact on the success of the Lufthansa flight to Inverness. The
collaboration with Lufthansa is just one of twelve partnerships
with airlines and ferry companies serving Scotland from mainland
Europe. The German market is particularly important as they are so
intrepid in touring to the furthermost parts of Scotland. In fact
it's our third largest overseas market."
Last year's campaign generated in the region of £85million for
the Scottish economy, and it is hoped this year's will follow suit.
The number of European customers responding to the campaign and
asking to receive holiday information about Scotland has exceeded
expectations, with over 100,000 prospective travellers added to
VisitScotland's database - over twice the expected number. This
interest in Scotland is echoed in the popularity of VisitScotland's
foreign language websites, which have seen 1.1 million visits from
people wanting to find out more about Scotland, an increase of 143
per cent.
Working in partnership with low cost airlines, ferry companies
and accommodation providers, the campaign harnesses the enthusiasm
of tourism businesses across Scotland to target potential visitors
in Germany, France, Spain, Italy, Sweden, Belgium and the
Netherlands.
As well as an invitation to 'meet' the Scots, the European
Touring Campaign's dedicated websites, (for example
www.visitscotland.com/de, the German site) appear in seven
languages. Each site features a 'seasonal calendar', showcasing
things to see and do across Scotland plus downloadable touring
itineraries for every month of the year, accommodation and
transport deals. The campaign is supported by online advertising
featuring the various personalities involved, press and PR
activity, as well as e-newsletters and a competition.
Ends
For further information, please contact:
For more information on Kyleview House B&B visit http://www.kyleviewhouse.co.uk/
Notes to Editors
- VisitScotland is Scotland's national tourism organisation. Its
core purpose is to maximise the economic benefit of tourism to
Scotland.
- The organisation has three key roles:
- To market Scotland to all parts of the world to attract
visitors
- To provide information – and inspiration – to visitors and
potential visitors so they get the best out of a visit to
Scotland
- To provide quality assurance to visitors and quality advice to
the industry and partners to help the industry meet and strive to
exceed customer expectations
- VisitScotland works together with tourism businesses to make
tourism a success for everyone and ensure the industry continues to
grow.
- The organisation employs over 1,000 people and has offices and
tourist information centres across Scotland.
- Tourism employs 200,000 people in Scotland in 20,000 diverse
businesses. Almost 16 million tourists take overnight trips to
Scotland. The industry generates over £4 billion revenue annually.
Tourism supports around 9 per cent of employment in Scotland
- For VisitScotland's press releases, tourism statistics and
frequently asked questions go to http://www.visitscotland.org/media_centre.htm
- For holiday information on Scotland go to http://www.visitscotland.com/
- For information about business tourism in Scotland go to
http://www.conventionscotland.com/
- For more information on VisitScotland's annual review please go
to http://www.visitscotlandannualreview.com/
- Highlands and Islands Airports Limited was incorporated in
Edinburgh on 4 March 1986 as a private limited company under the
Companies Act 1985. On 1 April 1995, ownership of the company
transferred from the UK Civil Aviation Authority to the Secretary
of State for Scotland and subsequently to the Scottish
Ministers.
- HIAL provides a safe and efficient group of airports in the
Highlands and Islands of Scotland at: Barra; Benbecula;
Campbeltown; Inverness; Islay: Kirkwall; Stornoway; Sumburgh; Tiree
and Wick. These airports support vital business, social and welfare
air links to otherwise remote communities. HIAL assumed
responsibility for the operation of Dundee Airport from Dundee City
Council on 1 December 2007 and operates it via a wholly owned
subsidiary, Dundee Airport Limited.
- The airports are licensed for public use with the exception of
Barra and Campbeltown which are licensed for ordinary
use.
- HIAL receives subsidies from the Scottish Government in
accordance with Section 34 of the Civil Aviation Act 1982 and is
sponsored by the Scottish Government's Transport Directorate. For
further information see the www.hial.co.uk website.
- HIAL's revenue budget from the Scottish Government for
2010/2011 will be cut by £1.1m from £19.2m to £18.1m.
- The revenue budget for HIAL remained static at £19.2m in
2008/2009 and 2009/2010. Over the same period, HIAL's capital
budget has remained at its current level of £7m.
