Visitor Attraction Monitor
The Visitor Attraction Monitor (VAM) is an annual report on
performance of Scotland's visitor attractions. The report
provides analysis by types of attraction and region. The
Monitor is available below as a complete document. Details of
individual regions or sectors are found within the report.
The Visitor Attraction Monitor has been undertaken on behalf of
VisitScotland by the Moffat Centre. The Moffat Centre was formed in
1998 as a specialist Centre within Caledonian Business School,
Glasgow Caledonian University. The Centre is endowed by the Moffat
Charitable Trust which was set up by Mrs M Moffat and the late Mr J
H Moffat (founders of AT Mays Travel Agent Chain).
Following consultation with industry partners and stakeholders
it has been decided that the 2009 Visitor Attraction Monitor is the
final year the Visitor Attraction Monitor will be produced for
VisitScotland. In meeting the changing demands of the tourism
industry increased cooperative working with the industry will form
the model for informing tourism insight. We would like to
acknowledge the consistent and reliable body of work which the
Moffat Centre has produced over the years in the measurement of the
Attractions Sector.
Visitor Attraction Monitor 2009
Exec Summary
The number of visitors attending attractions
- Sector increased 3.5% on 2008
- Outer Hebrides saw greatest percentage increase
- National average spend in Scotland was £6.94
- Two fifths of staff were unpaid volunteers
- 40% of attractions saw increase in gross revenues
Document details
- Type of report: Performance of visitor attraction sector
- Relevant for: Attraction Providers
- Region: National
- Next Scheduled Report: None
Visitor Attraction Monitor 2008
Exec Summary
The number of visitors attending attractions
- Sector had overall decrease in visits
- Average adult charges passed the £5.00 bar
- Free attractions attracted over 2/3 of visits
- Average spend per visit was £6.82
- Shetland, Orkney and Fife experienced increases
Document details
- Type of report: Performance of visitor attraction sector
- Relevant for: Attraction Providers
- Region: National
- Next Scheduled Report: No immediate update scheduled
Visitor Attraction Monitor 2007
Exec Summary
Numbers of visits to Scotland' visitor attractions
- In 2007 the sector saw increase in visits of 1.8%
- Kelvingrove Museum received 2,232,475 visits
- Places of Worship recorded highest %age figures
- Urban and seaside performed more favourably
- National average spend per visit was £6.08
Document details
- Type of report: Performance of visitor attraction sector
- Relevant for: Attraction Providers
- Region: National
- Next Scheduled Report: No immediate update scheduled
