Tourism in Eastern Scotland 2011 VisitScotland

Tourism in Eastern Scotland 2011 Edinburgh & Lothians, Angus & Dundee, Perthshire and the Kingdom of Fife Factsheet Insight Department

Tourism in Eastern Scotland 2011 Contents Introduction .................................................................................................................................................. 3 Summary: EASTERN SCOTLAND .................................................................................................................... 4 GB Visitors to Eastern Scotland: Seasonality ............................................................................................ 4 Transport Used.......................................................................................................................................... 4 Edinburgh & Lothians.................................................................................................................................... 5 GB Tourists by Country of Residence ........................................................................................................ 5 Overseas Tourists by Country of Residence.............................................................................................. 5 Duration of Trip......................................................................................................................................... 6 Purpose of Trip .......................................................................................................................................... 7 Accommodation Occupancy ..................................................................................................................... 8 Accommodation Used............................................................................................................................... 9 Top 5 Visitor Attractions ........................................................................................................................... 9 Tourism-related Employment (2008) ....................................................................................................... 9 Angus & Dundee ......................................................................................................................................... 10 GB Tourists by Country of Residence ...................................................................................................... 10 Overseas Tourists by Country of Residence............................................................................................ 10 Duration of Trip....................................................................................................................................... 11 Purpose of Trip ........................................................................................................................................ 12 Transport Used........................................................................................................................................ 13 Accommodation Occupancy ................................................................................................................... 13 Accommodation Used............................................................................................................................. 14 Top 5 Visitor Attractions ......................................................................................................................... 14 Tourism-related Employment (2008) ..................................................................................................... 14 Perthshire.................................................................................................................................................... 15 GB Tourists by Country of Residence ...................................................................................................... 15 Overseas Tourists by Country of Residence............................................................................................ 15 Duration of Trip....................................................................................................................................... 16 Purpose of Trip ........................................................................................................................................ 17 Accommodation Occupancy ................................................................................................................... 18 Accommodation Used............................................................................................................................. 18

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Tourism in Eastern Scotland 2011 Top 5 Visitor Attractions ......................................................................................................................... 19 Tourism-related Employment (2008) ..................................................................................................... 19 The Kingdom of Fife .................................................................................................................................... 20 GB Tourists by Country of Residence ...................................................................................................... 20 Overseas Tourists by Country of Residence............................................................................................ 20 Duration of Trip....................................................................................................................................... 21 Purpose of Trip ........................................................................................................................................ 22 Accommodation Occupancy ................................................................................................................... 23 Accommodation Used............................................................................................................................. 23 Top 5 Visitor Attractions ......................................................................................................................... 24 Tourism-related Employment (2008) ..................................................................................................... 24 About the Data ............................................................................................................................................ 25

Introduction This report aims to provide a handy summary of statistics on tourism in Eastern Scotland. It gathers information from a suite of tourism monitors managed by the Insight Department, VisitScotland, and other national statistics and commissioned research. Following a brief summary of data for Eastern Scotland, the report is divided into sections providing data for sub-regions: Edinburgh & Lothians Angus & Dundee Perthshire Kingdom of Fife Most of the statistics are produced from surveys. As a result, data at sub-region level is based on a relatively small sample size. This can increase error margins and therefore data should be treated with caution.

Sources 1. Great Britain Tourism Survey (GBTS) 2008 - 2011 2. International Passenger Survey (IPS) 2008 - 2011 3. Scottish Accommodation Occupancy Survey 2011 4. Moffat Centre Visitor Attraction Monitor 2011 5. Annual Business Inquiry 2008

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Tourism in Eastern Scotland 2011 Summary: EASTERN SCOTLAND In 2011, GB residents took an estimated 4.6 million visits to Eastern Scotland, staying 12.87 million nights and spending £952 million. Overseas visitors made 1.68 million trips, staying 7.83 million nights and spending £751 million.

GB Visitors to Eastern Scotland: Seasonality

Jan-Mar Apr-Jun Jul-Sep Oct-Dec Source: 1

Edinburgh & Lothians 19 21 28 32

Angus & Dundee 26 26 23 25

GB Tourist Trips (%) Perthshire Kingdom of Fife 15 22 23 18 41 36 21 24

Transport Used Overseas Tourists: Transport to Scotland 3% Tunnel

10% Sea

87% Air

Source: 2

4

Eastern Scotland 19 22 30 28

Scotland 18 27 31 24

Tourism in Eastern Scotland 2011 Edinburgh & Lothians GB Tourists by Country of Residence

England Scotland Wales Total GB (m) Source: 1

Edinburgh Trips (%) Expenditure (%) 63 73 34 20 3 7 2.35 £551

Edinburgh & Lothians Trips (%) Expenditure (%) 61 73 36 20 3 7 2.75 £616

Scotland Trips (%) Expenditure (%) 46 61 52 34 2 5 13.36 £3,018

Overseas Tourists by Country of Residence Edinburgh Trips (%) Expenditure (%) USA Germany Ireland Spain France Australia Netherlands Italy Canada Norway Rest of the World

Total (m) Source: 2

Lothian (except Edinburgh) Trips (%) Expenditure (%)

16 13 9 6 6 6 5 4 4 3

18 9 7 6 6 6 3 3 4 15

11 4 6 0 6 0 2 0 2 0

5 1 1 0 0 0 0 0 1 0

29

23

69

92

1.342

£609

0.051

£13

5

Scotland Trips (%) Expenditure (%)

14 11 8 6 7 6 6 4 4 4 30

15 9 5 5 9 7 4 3 6 8 29

2.34

£1,490

Tourism in Eastern Scotland 2011 Duration of Trip GB Tourists % by Trip Duration

80% 70%

% of GB visitors

60% 50%

1-3 nights (%) 4-7 nights (%)

40%

8+ nights (%) 30% 20% 10% 0% Edinburgh

Edinburgh & Lothians

Scotland

Source: 1

GB and Overseas Tourists: Average Trip Duration Average trip duration GB tourist Overseas tourist Source: 1 & 2

Edinburgh 2.3 4.3

Edinburgh & Lothians 2.5 4.4

6

Scotland 3.4 7.5

Tourism in Eastern Scotland 2011 Purpose of Trip Edinburgh & Lothians

6% Other

12%

18% Business

3%

GB tourist trips Holiday

overseas tourist trips

19% 11% VFR

65% Holiday

VFR Business Other

66%

Source: 1 & 2

Scotland 4% Other

16% Business

GB tourist trips

3%

18% Holiday

overseas tourist trips

13% VFR

VFR 53%

Business Other

26% 67% Holiday

Source: 1 & 2

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Tourism in Eastern Scotland 2011 GB Tourists: Main Mode of Transport 70% 60% 50% Scotland

40%

East Scotland

30%

Edinburgh Edinburgh & East Central

20% 10% 0% Train

Regular bus/coach

Plane

Car

Organised coach

Other

Source: 1

Accommodation Occupancy Edinburgh & Lothians

Hotel Room (%) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Average for region Annual average for all Scotland

Guesthouse/B&B (%)

Selfcatering unit (%)

Lowlands

Edinburgh & East Central

Hostel bed (%)

Caravan & camping pitch (%)

55 67 70 80 85 91 89 80 70 64 -

14 27 36 36 50 68 54 87 62 37 21 15

44 51 41 52 49 68 58 89 59 58 48 48

50 44 55 62 68 56 41 31 22

34 40 58 69 73 26 -

75

42

55

48

50

65

44

36

39

45

Source: 3 8

Tourism in Eastern Scotland 2011 Accommodation Used GB tourist nights (%) Edinburgh Edinburgh Scotland & Lothians Hotel/guest house 40% 34% 27 Friends/relatives 39% 36% 32 B&B 5% 6% 4 Self-catering 7% 6% 14 Camping/caravanning 5% 15% 16 Other 4% 3% 6 *4 year average used due small sample size

Overseas tourist nights (%) Edinburgh Lothians* Scotland 42 23 7 13 2 13

22 61 10 4 1 2

30 35 8 10 3 14

Source: 1 & 2

Top 5 Visitor Attractions National Museum of Scotland

Edinburgh Castle

Scottish National Gallery

St Giles' Cathedral

Royal Botanic Garden Edinburgh 0

200,000 400,000 600,000 800,000 1,000,0001,200,0001,400,0001,600,000 Visitors in 2011

Source: 4

Tourism-related Employment (2008)

Edinburgh East Lothian West Lothian Scotland Source: 5

Tourism-related employment 30 200 2 800 4 400 203 700

9

% of total tourism-related employment in Scotland 14.8 1.4 2.2 -

Tourism in Eastern Scotland 2011 Angus & Dundee GB Tourists by Country of Residence

England Scotland Wales Total GB (m) Source: 1

Angus & Dundee Trips (%) Expenditure (%) 29% 39% 70% 60% 1% 1% 0.66 £82

Scotland Trips (%) Expenditure (%) 46 61 52 34 2 5 13.36 £3,018

Overseas Tourists by Country of Residence Angus & Dundee Trips (%) Expenditure (%) Ireland USA Germany Spain Belgium Sweden Denmark Italy Poland Australia Rest of the World

Total (m) Source: 2

13 11 9 9 7 6 6 6 4 4

9 10 3 4 9 11 23 2 1 3

Scotland Trips (%) Expenditure (%) 8 14 11 6 2 3 1 4 2 6

5 15 9 5 1 3 2 3 1 7

25

25

43

49

0.074

£34

2.35

£1,494

10

Tourism in Eastern Scotland 2011 Duration of Trip GB Tourists % by Trip Duration

80% 70%

% of GB visitors

60% 50%

1-3 nights (%) 4-7 nights (%)

40%

8+ nights (%) 30% 20% 10% 0% Angus & Dundee

Scotland

Source:1

GB and Overseas Tourists: Average Trip Duration Average trip duration GB tourist Overseas tourist Source: 1 & 2

Angus & Dundee 2.7 5.9

Scotland 3.4 7.5

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Tourism in Eastern Scotland 2011 Purpose of Trip Angus & Dundee 6% Other

13% Business 14%

2%

GB tourist trips

overseas tourist trips 20% VFR

Holiday VFR

51%

32%

Business

61% Holiday

Other

Source: 1 & 2

Scotland 4% Other

16% Business

GB tourist trips

3%

18% Holiday

overseas tourist trips

VFR 53%

13% VFR

Business Other

26% 67% Holiday

Source: 1 & 2

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Tourism in Eastern Scotland 2011 Transport Used GB Tourists: Main Mode of Transport

90% 80% 70% 60% 50%

Scotland

40%

East Scotland

30%

Tayside

20% 10% 0% Train

Regular bus/coach

Plane

Car

Organised coach

Other

Source: 1

Accommodation Occupancy Angus & Dundee Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Average for region Annual average for all Scotland

Scotland

Tayside

Hotel Room (%)

Guesthouse/B&B (%)

Self-catering unit (%)

Hostel bed (%)

Caravan & camping pitch (%)

51 58 73 66 66 68 75 70 78 69 63 55 66

31 24 45 38 40 46 46 66 61 38 38 29 42

39 30 34 61 49 70 81 83 75 62 47 31 55

65

44

36

18 28 29 50 45 53 57 64 49 36 20 19 39 39

Source: 3

13

38 45 55 68 54 38

50 45

Tourism in Eastern Scotland 2011 Accommodation Used GB tourist nights (%)

Hotel/guest house Friends/relatives B&B Self-catering Camping/caravanning Other

Angus & Dundee 19% 52% 3% 7% 13% 7%

Overseas tourist nights (%) Angus & Scotland Dundee 21 30 54 35 4 8 7 10 3 3 11 14

Scotland 27 32 4 14 16 6

Source: 1 & 2

Top 5 Visitor Attractions

Monikie Country Park, Dundee

Forfar Loch Country Park, Forfar

The McManus: Dundee's Art Gallery & Museum

Crombie Country Park, Broughty Ferry

Dundee Contemporary Arts 0

100,000

200,000

300,000

400,000

Visitors in 2011

Source: 4

Tourism-related Employment (2008)

Dundee city Angus Scotland Source: 5

Tourism-related employment 3 200 5 100 203 700

14

% of total tourism-related employment in Scotland 1.6 2.5 -

Tourism in Eastern Scotland 2011 Perthshire

GB Tourists by Country of Residence

England Scotland Wales Total GB (m) Source: 1

Perthshire Trips (%) Expenditure (%) 37 47 61 51 2 3 0.83 £180

Scotland Trips (%) Expenditure (%) 46 61 52 34 2 5 13.36 £3,018

Overseas Tourists by Country of Residence Perthshire

Germany USA Italy Australia Sweden Poland Belgium Ireland Netherlands Canada Rest of the World

Total (m) Source: 2

trips % 14 11 9 8 8 8 7 5 4 4

spend % 9 11 12 6 7 5 10 3 5 4

trips % 11 14 4 6 3 2 2 8 6 4

Scotland Expenditure (%) 15 9 5 9 5 6 1 7 3 4

20

28

40

36

0.123

£35

2.35

£1,494

15

Tourism in Eastern Scotland 2011 Duration of Trip GB Tourists % by Trip Duration

70% 60%

% of GB visitors

50% 1-3 nights (%)

40%

4-7 nights (%) 8+ nights (%)

30% 20% 10% 0% Perthshire

Scotland

Source: 1

GB & Overseas Tourists: Average Trip D uration Average trip duration GB tourist Overseas tourist Source: 1 & 2

Perthshire 3.1 5.5

Scotland 3.4 7.5

16

Tourism in Eastern Scotland 2011 Purpose of Trip Perthshire 3% Other 9% Business

GB tourist trips

1% 1% 10% VFR

Holiday 35%

overseas tourist trips

VFR Business 62%

Other

77% Holiday

Source: 1 & 2

Scotland 4% Other

16% Business

GB tourist trips

3%

18%

Holiday

overseas tourist trips

VFR 53%

13% VFR

Business Other

26% 67% Holiday

17

Tourism in Eastern Scotland 2011 Source: 1 & 2

Accommodation Occupancy Perthshire Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Average for region Annual average for all Scotland

Scotland

Tayside

Hotel Room (%)

Guesthouse/B&B (%)

Caravan & camping pitch (%)

Hostel bed (%)

Caravan & camping pitch (%)

42 54 56 63 69 73 74 78 76 66 52 43

19 17 23 38 51 58 55 64 61 41 21 15

29 45 41 63 59 65 71 87 68 64 37 31

18 28 29 50 45 53 57 64 49 36 20 19

38 45 55 68 54 38 -

62

39

55

39

50

65

44

36

39

45

Source: 3

Accommodation Used GB tourist nights (%)

Overseas tourist nights (%) Perthshire Scotland Perthshire Scotland Hotel/guest house 36% 27 16 30 Friends/relatives 25% 32 65 35 B&B 3% 4 7 8 Self-catering 14 6 10 18% Camping/caravanning 17% 16 3 3 Other 1% 6 3 14 Source: 1 & 2

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Tourism in Eastern Scotland 2011 Top 5 Visitor Attractions Queens' View Visitor Centre, Pitlochry

Scone Palace, Perth

The Birnam Institute

The Famous Grouse Experience, Crieff

Perth Museum & Art Gallery 0

20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Visitors in 2011

Source: 4

Tourism-related Employment (2008)

Perth & Kinross Scotland Source: 5

Tourism-related employment 8 000 203 700

19

% of total tourism-related employment in Scotland 3.9 -

Tourism in Eastern Scotland 2011 The Kingdom of Fife GB Tourists by Country of Residence Trips (%) England Scotland Wales Total GB (m) Source: 1

43 54 4 0.43

Fife Expenditure (%) 69 30 3 £74

Scotland Trips (%) Expenditure (%) 46 61 52 34 2 5 13.36 £3,018

Overseas Tourists by Country of Residence Kingdom of Fife USA Canada Germany Switzerland Italy Spain Sweden Norway Finland Australia Rest of the World

Total (m) Source: 1 & 2

Trips (%) 26 8 8 6 6 6 5 5 4 4

Spend (%) 25 23 3 10 2 3 3 6 5 3

Trips (%) 14 4 11 2 4 6 3 4 2 6

Scotland Spend (%) 15 6 9 2 3 5 3 8 1 7

21

17

44

41

0.057

£59

2.35

£1,494

20

Tourism in Eastern Scotland 2011 Duration of Trip GB Tourists % by Trip Duration

70% 60%

% of GB visitors

50% 1-3 nights (%)

40%

4-7 nights (%) 8+ nights (%)

30% 20% 10% 0% Fife

Scotland

Source: 1

GB & Overseas Tourists: Average Trip Duration Average trip duration GB tourist Overseas tourist Source: 1 & 2

Fife 3.7 7.1

Scotland 3.4 7.5

21

Tourism in Eastern Scotland 2011 Purpose of Trip Kingdom of Fife

15% Other

GB tourist trips

5% 10% 12% Business

Holiday

overseas tourist trips

54% Holiday 53%

VFR Business

32%

Other

19% VFR

Source: 1 & 2

Scotland 4% Other

GB tourist trips

16% Business

3%

18% Holiday

overseas tourist trips

VFR 53%

13% VFR

Business Other

26% 67% Holiday

Source: 1 & 2

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Tourism in Eastern Scotland 2011

Accommodation Occupancy Fife

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Average for region Annual average for all Scotland

Scotland

Edinburgh & East Central

Hotel Room (%)

Guesthouse/B&B (%)

Caravan & camping pitch (%)

Hostel bed (%)

Caravan & camping pitch (%)

42 50 58 67 74 81 80 87 85 70 56 41

46 67 74 -

34 40 58 69 73 26 -

18 28 29 50 45 53 57 64 49 36 20 19

38 45 55 68 54 38 -

66

62

50

39

50

65

44

45

39

45

Source: 3

Accommodation Used

Hotel/guest house Friends/relatives B&B Self-catering Camping/caravanning Other Source: 1 & 2

GB tourist nights (%) Fife Scotland 13% 27 26% 32 2% 4 6% 14 23% 16 29% 6

Overseas tourist nights (%) Fife Scotland 19 30 30 35 8 8 12 10 0 3 31 14

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Tourism in Eastern Scotland 2011 Top 5 Visitor Attractions

Lochore Meadows Country Park, by Lochgelly

Scottish Fisheries Museum, Anstruther

St Andrews Museum, St Andrews

Abbot House Heritage Centre & Gardens, Dunfermline

British Golf Museum, St Andrews 0

100,000 200,000 300,000 400,000 500,000 600,000 700,000 Visitors in 2011

Source: 4

Tourism-related Employment (2008)

Fife Scotland Source: 5

Tourism-related employment 11 100 203 700

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% of total tourism-related employment in Scotland 5.4 -

Tourism in Eastern Scotland 2011 About the Data Statistics From 2011, domestic tourism data is compiled for GB (Scotland, England and Wales) in the Great Britain Tourism Survey. Previously UK data included Northern Ireland. Percentage figures may not add up to 100% due to rounding and, as with all surveys, the data at sublevels, based on relatively small sample sizes, are less reliable.

Definitions A tourist trip is defined as a stay of one or more nights away from home for holidays, visits to friends and relatives, business/conference trips or any other purposes except such activities as boarding education or semi-permanent employment. Tourist Bednights are those spent away from home using any type of accommodation, or in transit, on a tourist trip. Tourist Expenditure is spending incurred whilst away from home on a tourist trip and on advance payments for elements of such trips. Holiday includes domestic (GB) trips staying with friends or relatives (VFR) that are mainly for holiday purposes. VFR includes all Visiting Friends and Relatives trips that are not mainly for Holiday purposes.

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Tourism in Eastern Scotland 2011 Disclaimer VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any errors or omissions. Some data is provisional and subject to change with the final release of information from third parties. Latest data can be obtained direct from the listed sources. For more on Scottish tourism statistics please refer to: www.visitscotland.org/research_and_statistics

Contact us Insight Department VisitScotland Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH T: 0131 472 2222 [email protected] www.visitscotland.org

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