Snapped! New survey puts Scotland's visitors in
VisitScotland today revealed the most in-depth
visitor research ever carried out by the organisation.
Harnessing the views of nearly 2000 visitors,
The Scotland Visitor Survey asked holiday makers what they thought
of Scotland and what particular aspects appealed. The results offer
a fascinating and diverse ‘snap shot’ of what Scotland’s visitors
The Scotland Visitor Survey shows
Scotland continues to charm the world with 98% of visitors likely
to recommend the country to others, and a further 84% planning to
make a return trip in the next five years.
Scotland’s renowned hospitality came up trumps
with 84% saying they were impressed with accommodation providers’
friendly and efficient service. A warm welcome also proved
important to visitors when they were out and about with some 75%
relishing the chance to interact with local people and attend local
events and festivals.
This new survey also illustrates that the
holiday experience doesn’t necessarily stop at the end of the trip.
Social networking is fast becoming an integral part of the visitor
experience with over half now going online after they return home
and uploading photos, updating facebook and leaving reviews.
The survey went on to ask about visitor
experiences within the network of VisitScotland Information Centres
around the country and found 90% of those asked received a friendly
and efficient service.
Mike Cantlay, Chairman of VisitScotland,
“This survey confirms what those of us who are
lucky enough to call Scotland home already know - that we have one
of the world’s greatest destinations right on our doorstep. It’s
hugely encouraging to see that thanks to the hard work of tourism
ambassadors right across the industry, from the smallest B&B to
the largest resort hotel, we’re not only meeting but in many cases
exceeding the expectations of our visitors.
But there’s never any room for complacency.
Tourism has the potential to be our most powerful asset, but we all
need to work together to make the most of every opportunity -
especially give the fact that around a third of our visitors are
here for the first time. As we enter The Winning Years we have even
more to offer our visitors, with the Year of Creative and the Ryder
Cup and Commonwealth games just around the corner we’ve a world
class offering and there’s never been a better time to shout about
Tourism Minister, Fergus Ewing MSP said:
“These results are testament to the quality,
strength and work of Scotland’s tourism industry. The survey
shows 98 per cent of visitors are likely to recommend Scotland to
others and 84 per cent plan to return within five years, suggesting
high levels of satisfaction amongst people who holiday here.
“The Scottish Government is working with
VisitScotland, other agencies and the industry to ensure
all visitors to Scotland receive the warmest of welcomes and a
unique, enjoyable experience that will help to foster fond bonds,
resulting in return visits and recommendations to family and
“These results build on new statistics
published earlier this month, which show Scotland’s tourism
industry is strengthening. In the first nine months of 2011 we saw
an eight per cent increase in visitors to Scotland.
“This is an exciting time for tourism in
Scotland as we have many major events and milestones to look
forward to, including the release of Disney-Pixar’s Brave this
year, the Ryder Cup and the Commonwealth Games in 2014. We are
working tirelessly to ensure we capitalise on the economic
opportunities these major events offer, and further strengthen
Scotland’s global reputation as a great place to visit.”
The research was carried out for VisitScotland
by TNS Research International over the main July to October season,
and includes a wide ranging dissection of our country’s visitor
experiences looking at everything from travelling habits,
activities to social media usage. A second phase of the Scotland
Visitor Survey will take place this summer, with visitors being
interviewed between July and October 2012.
Full report is available by here clicking
here, along with selected regional surveys from around the
For further information please contact:
Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its
core purpose is to maximise the economic benefit of tourism to
- The organisation has three key roles:
- To market Scotland to all parts of the world to attract
- To provide information – and inspiration – to visitors and
potential visitors so they get the best out of a visit to
- 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
- The organisation employs 700 people and has offices and
VisitScotland Information Centres across Scotland.
- The years between 2012 and 2014 are
Scotland’s Winning Years - From the Year of Creative Scotland,
the Olympics and Disney-Pixar’s film Brave in 2012 through
to the Commonwealth Games, The Ryder Cup and Homecoming in 2014
everyone has the chance to prosper.
- The Year of Creative Scotland began on January 1, 2012 and is a
chance to showcase, celebrate and promote Scotland’s cultural and
creative strengths on a world stage. Through a dynamic and exciting
year-long programme of activity celebrating our world-class events,
festivals, culture and heritage. More information about the
programme can be found at: www.visitscotland.com/creative
- The Year of Creative Scotland is a Scottish Government
initiative led in partnership by EventScotland, VisitScotland,
Creative Scotland and VOCAL.
- More information and resources to help businesses engage with
Year of Creative Scotland are available at www.visitscotland.org/yearofcreativescotland-toolkit
- The VisitScotland Information Centre network is a unique face
to face channel engaging with around five million visitors and
locals each year. Everyone who uses a VisitScotland Information
Centre goes on to spend an additional £5.35, generating over
£24million for Scotland’s economy.
- Tourism employs 270,000 people in Scotland in 20,000 diverse
businesses. Almost 16 million tourists take overnight trips to
Scotland. The industry generates £11 billion revenue annually
(including day visits). Tourism supports around 10 per cent of
employment in Scotland
- For holiday information on Scotland go to www.visitscotland.com
- For information about business tourism in Scotland go to
- For more information on VisitScotland’s annual review please go