GROWING YOUR TOURISM BUSINESS INTERNATIONALLY

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1 GROWING YOUR TOURISM BUSINESS INTERNATIONALLY

2 Welcome Abigail Coia - Development Officer, Ayrshire & Arran Tourism Dark skies observatory, Dalmellington

3 Culzean Castle and Ailsa Craig

4 Dream Share Plan Experience Book The visitor journey

5 INTERNATIONAL MARKETS RANKINGS MARKET SHARE & SPEND Trips Nights Spend Market 000s % 000s % 000s % USA % 4,949 20% 556 9% Germany 372 5% 2,609-4% % France % 1,764 52% % Australia % 3, % % Netherlands % 3, % 93 51% Irish Republic % % 35 36% Norway % % 68 57% Spain % % % Italy 121-2% % 74-19% Canada % 1,063-22% 90-31% Poland % % 21 6% Switzerland 86 57% % 75 39% Rest of World % 7,937 30% % Total 3,210 17% 28,590 35% 2,276 23% International markets (besides UK) Overseas tourists +16.9% and expenditure +23% vs LY Driven by European visitors: +17% and expenditure +36% vs LY Europe Source: Top 12 Inbound Countries to Scotland (all visits), IPS 2017 vs 2016

6 INTERNATIONAL INBOUND TOURISM SCOTLAND NUMBER OF TRIPS 2.8 M VALUE OF SPEND 1,850 M AVERAGE SPEND PER INTERNATIONAL VISITOR ½ TIMES DOMESTIC VISITOR SPEND PER TRIP Why target international visitors?

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9 Region of Origin ,130

10 Region of Origin⁴

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13 Cultural Explorers with core segment % Female / 45% Male Above median income Most affluent European market Employed or retired 30% Take Domestic holidays 70% Take international holidays Relaxation Have fun Be close to nature Local food & drink Enjoy the scenery Walking & Hiking Scotland Visit Numbers 372,000 Nights 2.61m Spend 285m 10.8 Average nights per stay 1,218 Average spend per visit 4.7 Touring the country City & Attractions, City Based in countryside location 30 Average number of regions visited Average days paid holiday (exc. Public holidays!)

14 Baby Boomers & Gen X 53% Female / 47% Male Above median income Employed or retired 88% Take Domestic holidays 12% Take international holidays Seeing the country Walking/ Scenery Scotland Visit Numbers 206,000 Nights 1.76m Spend 106m 7.7 Average nights per stay 496 Average spend per visit Museums Museums/ Castles Shopping Food & Drink Touring / Cities / Cities Average number of regions visited Average days paid holiday (exc. Public holidays!)

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17 Visitscotland marketing strategy Intermediary Marketing ENABLERS Intermediary Marketing OBJECTIVES Inspire a National Movement KEY ACCOUNT MANAGEMENT DRIVE Seasonal spread Publish National Content Enable & Empower Industry TRAVEL TRADE EVENTS PRODUCT & PARTNERSHIP MARKETING DRIVE Regional growth ENABLE Growth Intermediary Marketing

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19 Wholesalers These organisations have global reach; eg Abbey, JAC, China Holidays, TUI. They have their own brand campaigns and partner with destinations. Often have in house product development and contracting teams. Niche Tour Operators Nice operators provide Scotland with clear product development opportunities which often provide suppliers with geographic spread. Product purchase is direct or via an incoming specialist. OTAs (Online Travel Agents) OTAs are now seeing a period of stabilisation after unprecedented growth and consolidation the purchase of niche, specialist online brands by the mega OTAs is a common expansion strategy, recently seen by acquisitions in the tours and activities sector. Travel agents/smaller operators This channel still remains important in the emerging and long haul markets for some consumer segments. In recent years they have had to carefully consider how they reach and retain customers. For many, destination or theme specialisation provides a USP. Who are the key intermediaries

20 Scottish supplier: hotel/visitor attraction/tour Consumer direct via phone/ /website/social Walk-in Wholesaler/incoming tour operator/dmc Edinburgh or London based Wholesaler (vertically integrated) eg TUI or Flight Centre Global Distribution System (GDS) such as Sabre or Galileo mainly chains and big brands Online Travel Agent (OTA) such as Expedia 40% of global sales Tour operator Tour operator Retailer Retailer Retailer eg First Choice How do they all fit together?

21 Sept Nov Nov May July or Sept Dec Feb New product development Contract new product Print brochures Drive sales Product development Main product development between September and November, with some experiences planning continuing into April Brochure print Catalogues are published in July for wholesalers and September for tour operators Contracting Contracting for the following year is done between November and May Drive sales The big push for bookings is done after the holidays through to February How do traditional operators work

22 VisitBritain TAAI USTOA CETO Visit Scotland SDI HIE SE ETOA UK Inbound SDMA

23 Driving product development Inspire Educate Support

24 Travel Trade Website SCOTSagent Destination Educational programme Global e-comms & dedicated market news updates TRADE EVENTS Trade Tools

25 VISITSCOTLAND EXPO APRIL Scottish suppliers 570 buyers Dedicated Nature & Active aisle New introductory offer for SMEs Industry seminars Buyer fam trip programme VisitScotland Expo