Insight Department Spain: Market Statistics Updated 2016
Welcome Spain: Market Statistics factsheet provides the latest data and trends on the volume and value of visitors to Scotland from the International Passenger Survey (IPS). The document is published separately from the Spain: Consumer Research paper, which reports on consumer research undertaken by VisitScotland and is available on www.visitscotland.org The Market Overview Indicators economy Population Global Tourism Context Inbound to the UK Scotland s visitors from Spain Key Facts GDP forecast growth 2.5% in 2017 An ongoing economic recovery is expected to continue into 2017, supported by lower oil prices as well as low borrowing rates for businesses and households. 46.4 million 23 million outbound visits Spain is the world s 16th most valuable source market for international tourism, worth US$17.8 billion in 2015. 6% of all overseas visitors to the UK are from Spain The top market ranked by visits from residents of Spain is France. 146,000 trips Sources: European Commission, 2016; VisitBritain, 2016; IPS, 2015 1
Indicators UK Key Facts Scotland Total visits 2.2 million 146,000 Visits by purpose 37% holiday 37% VFR 18% business 46% holiday* 29% VFR 17% business Total nights 17.1 million 1.9 million Total spend 1 billion 105 million Top towns visited London Edinburgh Birmingham Manchester Bristol Edinburgh Inverness Glasgow Average length of stay 7.8 nights 14.3 nights* Average spend per day 58 53* Average spend per visit 455 754* * 3 years average (2013-2015) Source: IPS, 2015 Visitors to the UK and Scotland in 2015 In 2015, Spain was the UK s 5th largest source market measured by number of visits, 4th largest by number of nights 5th largest in terms of expenditure Visitor to Scotland Against Other Overseas Markets: Trips Nights Spend Market 000s % 000s % m % USA 409 16% 3,882 18% 391 23% Germany 323 12% 2,390 11% 175 10% France 196 8% 1,584 7% 118 7% Netherlands 157 6% 901 4% 76 4% Spain 146 6% 1,952 9% 105 6% Australia 142 5% 1,407 7% 126 7% Canada 98 4% 985 5% 66 4% Italy 92 4% 815 4% 71 4% Poland 87 3% 620 3% 20 1% Irish Republic 78 3% 354 2% 27 2% Rest of world 864 33% 6,597 31% 520 31% Total 2,592 100% 21,487 100% 1,695 100% Source: IPS, 2015 2
Latest Information: Visitors to Scotland Indicators Key Facts Total visits 146,000 Total nights 1.95 million Total spend 105 million Average length of stay (2013-2015) 14.3 nights Average spend per day (2013-2015) 53 Average spend per visit (2013-2015) 754 Seasonality (2013-2015 average) Purpose of Travel (2013-2015 average) Duration of Stay (2013-2015 average) Jan - Mar (13%) Apr - Jun (24%) Jul - Sept (46%) Oct - Dec (17%) Holiday (46%) Business (17%) VFR (29%) 1-3 nights (18%) 4-7 nights (42%) 8-14 nights (19%) 15+ nights (21%) Top Towns Visited Edinburgh Inverness Glasgow Top Regions Visited Lothians Highlands & Islands Greater Glasgow & Clyde Valley Primary Source Markets Madrid Catalonia Valencian Community Andalusia Sources: IPS, 2015; VisitScotland Database Research, 2015 3
1. Total visit/nights/spend Trend Information: Total Visits (000s) Total Nights (000s) Total Spend ( m) Source: IPS, 2015 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 142 184 109 171 140 132 114 91 101 146 1,576 1,208 1,041 1,472 1,701 963 1,124 1,229 1,631 1,952 66 82 52 80 79 79 70 53 97 105 Visitors to Scotland 2006-2015 In 2015, Spain was Scotland s: 5th largest source market measured by number of visits 3rd largest by number of nights 5th largest in terms of expenditure 2. Volume/Value Trend 200 180 160 140 120 100 80 60 40 20 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Total Visits (000s) Total Spend ( m) Linear Trend (Total Visits (000s)) Source: IPS, 2015 Linear Trend (Total Spend ( m)) The 2015 recorded the highest number of visitors from Spain since 2009 and the highest ever number of nights and spend. This positive trend, which began in 2014, is likely to reflect an ongoing recovery of the economy. 4
Connectivity Direct to Edinburgh: Jet2: Alicante, Malaga, Murcia, Ibiza, Mallorca (Palma), Reus, Menorca Vueling: Barcelona, Alicante Ryanair: Fuerteventura, Barcelona (BCN), Alicante, Malaga, Tenerife South, Gran Canaria, Palma, Lanzarote, Santander Easyjet: Alicante, Madrid, Mallorca (Palma), Tenerife (South) Norwegian: Malaga, Barcelona Iberia Express: Madrid Direct to Glasgow Jet2: Alicante, Mallorca (Palma), Gran Canaria Las Palmas, Menorca, Murcia, Tenerife (South), Fuerteventura, Malaga, Ibiza, Lanzarote, Barcelona (El Prat), Barcelona (Reus) Ryanair: Girona Easyjet: Mallorca (Palma), Alicante, Malaga Iberia Airnostrum: Madrid, Bilbao, Valencia Direct to Glasgow Prestwick Ryanair: Alicante, Lanzarote, Palma, Barcelona (BCN), Ibiza, Murcia, Fuerteventura, Malaga, Tenerife (South), Gran Canaria 5
Using and Interpreting Statistical Data Appendix 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). Definitions 3 year average (multi-year average): A multi-year average is the arithmetic annual mean for the period analysed. It is used where sample sizes are too small for single-year data to provide reliable data, by aggregating several years data to provide a more meaningful sample size. Links VisitBritain Market Profiles www.visitbritain.org/insightsandstatistics/markets/index.aspx OECD www.oecd.org CAA UK Airport Statistics www.caa.co.uk/default.aspx?catid=80&pagetype=88&pageid=3&sglid=3#data Contact us Insight Department VisitScotland Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH T: 0131 472 2222 research@visitscotland.com www.visitscotland.org September 2016 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/Scottish Viewpoint and Thinkstock 6