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Visit Scotland | Alba

Overview

  • Statistics on the volume and value of visitors to individual regions of Scotland are collated from several national surveys, where sample sizes are at a robust level.
  • For the Orkney Islands, information has been gathered to estimate the volume and value of visitors via the 2019 Islands Visitor Survey. Appropriate data collection going forward is currently under review.

1. Key statistics

192,000

visits to Orkney

£67 million

total spend

71%

first time leisure visitors

Figures taken from Orkney Islands Visitor Survey 2019

2. Orkney Islands Visitor Survey 2019

The main aim of Islands Visitor Survey 2019 was to gather views on a wide range of topics relating to the visitor profile and experience. Orkney Islands Council, Shetland Islands Council, and VisitScotland commissioned the survey.

Information was gathered to estimate the volume and value of visitors to each island at a robust level. This was due to the "defined" entry / exit points for each island.

Progressive Partnership Limited carried out the research between January and December 2019. 4,621 calibration interviews were conducted and 1,187 completed online surveys were received.

Key highlights

  • Profile of visitors to Orkney

    58% were first time visitors to Orkney, 42% were repeat visitors.

    42% were from Scotland, 29% from the rest of the UK.

    16% were from Europe, 8% from North America and 6% from other overseas.

  • Purpose of visit to Orkney

    66% were visiting for a leisure or holiday trip.

    16% were visiting friends or relatives.

    16% were on a business trip.

  • Motivations to visit Orkney

    The scenery, the history and culture were the main factors influencing leisure visitors to visit Orkney.

    Some leisure visitors were also inspired by TV programmes, travel features in the press and books on Orkney.

Orkney Islands Visitor Survey 2019

Published May 2020

Orkney Islands Visitor Survey 2019 - executive summary

Published May 2020

Notes on the interpretation of Islands Visitor Survey 2019

Published May 2020

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