Insight Department: Spanish Visitors to Scotland September 2018
Welcome The Spanish Visitors to Scotland factsheet provides the latest data and trends on the volume and value of visitors from Spain to Scotland from the International Passenger Survey (IPS). A Typical Visitor from Spain to Scotland Compared to other European countries, visitors from Spain tend to be younger with a larger proportion of visitors being under the age of 34 years old. They are also more likely to be visiting Scotland for the first time, in contrast to Northern European visitors. Spanish residents have up to 14 public holidays a year, some of which are puentes (bridging days) which allows them to benefit from several long weekends. For this reason Spanish visitors tend to enjoy short breaks as much as possible Touring and city breaks are popular types of break in Scotland for the Spanish visitor. Where they are also keen to visit religious buildings (churches, cathedrals). Typically they travel with a partner or spouse, or with friends and children. Word of mouth recommendation by friends, relatives and colleagues has a strong influence on the Spanish visitor (above average). They are also very influenced by social media. Traveller submitted photos, videos and comments are all popular types of inspiration when planning their trip. Scotland is easily accessible to Spaniards directly by plane, and factors such as cost of plane tickets are very persuasive to them when booking holidays. Most will be visiting from Madrid, the Valencian Community, Catalonia or the Andalusia areas of Spain.
Visitors from Spain to the UK and Scotland in 2017 Visitors from Spain to the UK and Scotland in 2017 INDICATORS UK KEY FACTS SCOTLAND Total visits 2,413,000 122,000 Visits by purpose 40% Holiday 35% VFR 19% Business 58% Holiday 22% VFR 15% Business Total nights 16,736,000 602,000 Total spend 1,059m 109m Average length of stay 6.9 nights 4.9 nights Average spend per day 63 181 Average spend per visit 439 892 *3 year average (2015-2017) Source: IPS, 2017 In 2017, Spain was the UK s 5th largest source market measured by number of visits 4th largest by number of nights 5th largest by expenditure In 2017, Spain was Scotland s 8th largest source market measured by number of visits 12th largest by number of nights 4th largest by expenditure
Visitors from Spain to Scotland Compared to Other Overseas Markets: TRIPS SPEND NIGHTS 000s % m % 000s % USA 566 18% 556 24% 4,949 20% Germany 372 12% 285 13% 2,609 11% France 206 6% 106 5% 1,764 7% Australia 157 5% 134 6% 1,510 6% Netherlands 157 5% 93 4% 776 3% Irish Republic 128 4% 35 2% 405 2% Norway 123 4% 68 3% 892 4% Spain 122 4% 109 5% 602 2% Italy 121 4% 74 3% 779 3% Canada 115 4% 90 4% 1,063 4% Rest of World 1,143 36% 726 32% 9,046 37% Total 3,210 100% 2,276 100% 24,395 100% Source: IPS, 2017
Latest Information Visitors from Spain to Scotland INDICATORS KEY FACTS Total visits to Scotland 122,000 Total nights in Scotland 602,000 Total spend in Scotland 109m Average length of stay 4.9 nights Average spend per day 181 Average spend per visit 892 Source: IPS, 2017 Duration of stay Purpose of travel 1-3 nights (24%) 4-7 nights (52%) 8-14 nights (10%) 15+ nights (15%) Holiday (58%) Business (15%) VFR (22%) Seasonality Jan-Mar (26%) Apr-Jun (18%) Jul-Sep (39%) Oct-Dec (17%) Source: IPS, 2017
Regions Visited Visitor Heat Map Darker areas = more visitors Top regions visited Lothians Greater Glasgow & Clyde Valley Highlands & Islands Source: IPS, 2017
Trends Information Visitors from Spain to Scotland VISITORS FROM SPAIN TO SCOTLAND: 2008-2017 1. Total visit/nights/spend 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Total visits (000s) Total Spend ( m) Total nights (000s) 109 171 140 132 114 93 101 146 89 122 52 80 79 79 70 54 97 105 40 109 1041 1472 1701 963 1124 1250 1633 1952 693 602 Source: IPS, 2008-2017
2. Volume/Value trend 180 160 140 120 100 80 60 40 20 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: IPS, 2008-2017 Sum of Visits (000s) Sum of Spend ( m) In 2017, the volume and value of Spanish visitors to Scotland increased on 2016, with Scotland welcoming 122,000 people from Spain, spending a total of 109 million. The total number of nights is equivalent to that seen from Spanish visitors in 2016, indicating a larger number of shorter, higher spend trips taking place in 2017. Ease of access to Glasgow, Edinburgh and Aberdeen, predominately from lower cost airlines, could allow our Spanish sightseers greater budget to spend whilst visiting. Spanish visitors are more likely that other markets to visit Scotland out of the traditional tourist season. Between 2015 and 2017, over a quarter of visitors from Spain travelled to Scotland during Q1 January to March, offering up opportunities to businesses in Scotland to sustainably extend their operation in to the should months. In recent years, a greater proportion of visitors from Spain have been holidaying in Scotland, with a reduction in those visiting friends and relatives. As holiday visitors tend to spend more than those visiting friends and family, this change in behaviour, coupled with favourable exchange rates, should lead to growth in the value of Spanish visitors to Scotland.
MOTIVATIONS TO VISIT SCOTLAND SCOTLAND Always Scenery & landscape 61% (survey average 50%) History & culture 49% (survey average 33%) wanted to visit 45% (survey average 15%) To visit cities 35% (survey average 15%) Scotland s scenery is a stronger motivator for European visitors than average. For Spanish visitors in particular, to visit cities is a stronger motivator than other markets. TRANSPORT TO SCOTLAND 82% visitors arrived by plane directly to Scotland. The most popular airports to arrive to were: Edinburgh 81% Glasgow 7% Prestwick 9% Scotland s reputation for friendly people 22% (survey average 15%) 7% arrived by plane (indirect) Approximately 8 in 10 visitors from Spain took a direct flight to Scotland. A larger proportion than Northern European markets where indirect flights and ferries are also used. CONNECTIONS TO SCOTLAND 34% of Spanish visitors had a connection to Scotland. The most common connections were: Friends live in Scotland 12% Family live in Scotland 9% No personal connections but had visited many times 4% Visitors from Europe typically have lower personal connections to Scotland than long haul markets that may have ancestral links in Scotland. However, a fifth of Spanish visitors surveyed do have family or friends living in Scotland which may influence their visit. PLANNING & BOOKING On average, visitors from Spain start to plan about 3 months ahead. They are more likely to leave planning until closer to their time of travel in comparison to North European markets who may be touring Scotland more widely. Planning: Travel booking: Accommodation booking: 11.3 weeks 9.8 weeks 8.6 weeks Spanish visitors are very likely to seek information through websites and online media. Recommendations are also highly valued. They most often talk with friends and family, but may also call travel agents for professional advice.
TOP 5 ACTIVITIES IN SCOTLAND Visited cathedral, church 82% (survey average 46%) Visited castle/ historic house 76% (survey average 60%) Visited a country park/garden 76% (survey average 43%) Visited cities 75% (survey average 42%) Centre based walking (i.e around a town centre) 73% (survey average 45%) ACCOMMODATION Accommodation Preferences: Hotel 47% (survey average 41%) B&B/GH 36% (survey average 20%) Friends/family 21% (survey average 19%) Airbnb 12% (survey average 5%) Self-catering 10% (survey average 22%) Spanish visitors will participate in a range of activities while they are in Scotland. They are more likely than average to visit a cathedral, church or abbey and historical buildings as well as a visit to a county park or garden. City breaks are popular with Spanish visitors, as well as centre based walking. Further down the list of activities but higher than average for visitors from Spain: Viewed Architecture/ Buildings 51% Went on a Guided Tour 41% Aspects Important in Choosing Accommodation: Location 75% Value for Money 73% Availability of free Wi-Fi at accommodation 41% Quality star grading 38% (highest figure in Europe) Source: Scotland Visitor Survey 2015/2016
Satisfaction with the Visitor Experience Overall satisfaction rates for European visitors are extremely positive. 69% of Spanish visitors rated their experience in Scotland as 9 or 10 out of 10, the highest proportion for the European markets researched (France, Germany, Spain, Italy, The Netherlands). Spanish visitors show a strong intention to recommend Scotland compared to other markets. MEAN Top 2 Box (9 or 10) Overall rating of Holiday Experience (scale 1-10) 9.0 69% Likelihood to Recommend 9.2 77% 46% strongly agree that Scotland is a country worth visiting more than once 36% strongly agree That they were made to feel really welcome 38% strongly agree That they really enjoyed finding out about the history and culture of a destination when I m on holiday Areas of the visitor experience which recorded mean scores below 8 include: Value for money of eating out Availability of free Wi-Fi Availability of 3G/4G Availability of local produce when eating out Value for money of accommodation Mobile phone signal coverage Source: Scotland Visitor Survey 2015/2016
Popular media channels Research with consumers from Spain on VisitScotland s database has provided examples of key media channels used by these consumers. Key Websites Used Facebook Google Hotmail Yahoo Gmail Pais Mundo Correo Key Social Media Accounts Facebook Whatsapp YouTube TripAdvisor Google+ LinkedIn Instagram Twitter Pinterest Minube Key Newspapers Read (online or print) El Pais El Mundo La Vanguardia El Periodico 20 minutos ABC El Correo Key Magazines Read (online or in print) National Geographic Viajar Muy Interesante Hola Telva Viajes Fotogramas Influential TV Programmes for Travel Outlander Madrileños por el mundo Source: VisitScotland Research 2014-2017 Viajar National Geographic
Connectivity Some flights listed may only run in the Summer season. Direct to Edinburgh EasyJet Alicante Edinburgh (all year round) Tenerife Edinburgh (seasonal) Palma de Mallorca Edinburgh (seasonal) Sevilla Edinburgh (seasonal) Ryanair Alicante Edinburgh (all year round) Malaga Edinburgh (all year round) Barcelona Edinburgh (all year round) Santander Edinburgh (all year round) Furteventura Edinburgh (seasonal) Tenerife Edinburgh (seasonal) Gran Canaria Edinburgh (seasonal) Lanzarote Edinburgh (seasonal) Vigo Edinburgh (seasonal) Jet2 Alicante Edinburgh (all year round) Malaga Edinburgh (seasonal) Ibiza Edinburgh (seasonal) Murcia Edinburgh (seasonal) Menorca Edinburgh (seasonal) Barcelona Edinburgh (seasonal) Iberia Express Madrid Edinburgh (all year round) Vueling Barcelona Edinburgh (seasonal) Alicante Edinburgh (seasonal) Norwegian Barcelona Edinburgh (seasonal) Direct to Glasgow EasyJet Alicante Glasgow (all year round) Malaga Glasgow (all year round) Palma de Mallorca Glasgow (seasonal) Malaga Glasgow (seasonal) Ryanair Madrid Glasgow (all year round) Valencia Glasgow (all year round) Alicante Glasgow (all year round) Lanzarote Glasgow (all year round) Palma de Mallorca Glasgow (seasonal) Barcelona & Girona Glasgow (seasonal) Ibiza Glasgow (seasonal) Murcia Glasgow (seasonal) Furteventura Glasgow (seasonal) Tenerife Glasgow (seasonal) Gran Canaria Glasgow (seasonal) Lanzarote Glasgow (seasonal) Jet2 Alicante Glasgow (all year round) Barcelona Glasgow (all year round) Palma de Mallorca Glasgow (seasonal) Barcelona & Girona Glasgow (seasonal) Ibiza Glasgow (seasonal) Malaga Glasgow (seasonal) Murcia Glasgow (seasonal) Furteventura Glasgow (seasonal) Tenerife Glasgow (seasonal) Gran Canaria Glasgow (seasonal) Lanzarote Glasgow (seasonal) Iberia Madrid Glasgow (all year round) Valencia Glasgow (all year round) Direct to Aberdeen Ryanair Malaga Aberdeen (all year round) Alicante Aberdeen (all year round) TUI Airways Tenerife Aberdeen (all year round) Gran Canaria Aberdeen (seasonal)
APPENDIX: International Passenger Survey 2017 USING AND INTERPRETING STATISTICAL DATA Source: Data is sourced from the Office for National Statistics International Passenger Survey (IPS). Information about the survey can be found on the VisitBritain website www.visitbritain.org (Insights & Statistics section) or the Office for National Statistics website www.statistics.gov.uk/hub/index.html. Sample Sizes: Analysis of sub-groups, such as trips by purpose or demographic group, relies on small sample sizes that can be unreliable. Where this is a particular issue, methods to aggregate data, such as using a 3-year average instead of single-year data, have been used. Before using the data, it is important to recognise the limitations of using a small sample size. Further information, including methodology and sample sizes, can be found on the VisitBritain website www.visitbritain.org (Insights & Statistics section). CONTACT US Insight Department VisitScotland Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH 0131 472 2222 research@visitscotland.com September 2018 visitscotland.com visitscotland.org 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 contained 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 error or omissions. Images VisitScotland