Sweden Market Statistics August 2017
Welcome Sweden: Market Statistics factsheet provides the latest data and trends on the volume and value of visitors from Sweden to Scotland from the International Passenger Survey (IPS). Visitors from Sweden to the UK and Scotland in 2016 INDICATORS UK KEY FACTS SCOTLAND Total visits 821,000 89,000 Visits by purpose 45% holiday 24% VFR 22% business 50% holiday* 27% business 22% VFR Total nights 3.9 million 372,000 Total spend 457 million 43 million Top towns visited London** Edinburgh Manchester Brighton Liverpool Edinburgh** Glasgow Aberdeen Average length of stay 4.75 nights 5.0 nights* Average spend per day 117 113* Average spend per visit 557 534* Source: IPS, 2016 * 3 years average (2014-2016) ** Small sample size (<30) In 2016, Sweden was the UK s 14th largest source market measured by number of visits 16th largest by number of nights 13th largest by expenditure In 2016, Sweden was Scotland s 10th largest source market measured by number of visits 14th largest by number of nights 10th largest in terms of expenditure 1
Visitors from Sweden to Scotland Compared to Other Overseas Markets: TRIPS SPEND NIGHTS 000s % m % 000s % USA 451 16% 510 28% 4,109 19% Germany 355 13% 212 11% 2,725 13% France 152 6% 75 4% 1,160 5% Canada 149 5% 130 7% 1,370 6% Poland 138 5% 20 1% 885 4% Australia 132 5% 102 6% 1,354 6% Italy 123 4% 92 5% 901 4% Netherlands 115 4% 62 3% 884 4% Irish Republic 96 3% 25 1% 295 1% Sweden 89 3% 43 2% 372 2% Rest of World 948 35% 579 31% 7,174 34% Total 2,747 100% 1,850 100% 21,229 100% Source: IPS, 2016 2
Latest Information Visitors from Sweden to Scotland Duration of stay (2014-2016 average) Purpose of travel (2014-2016 average) 1-3 nights (26%) 4-7 nights (63%) 8-14 nights (9%) 15+ nights (1%) Holiday (50%) Business (27%) VFR (22%) Seasonality (2014-2016 average) Jan-Mar (12%) Apr-Jun (34%) Jul-Sep (38%) Oct-Dec (17%) Source: IPS, 2016 3
Regions Visited Top towns visited Edinburgh Glasgow Aberdeen Top regions visited (Source: IPS, 2016) Lothians Highlands & Islands Grampian 4
Trends Information Visitors from Sweden to Scotland VISITORS FROM SWEDEN TO SCOTLAND: 2007-2016 1. Total visit/nights/spend 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Total Visits (000s) Total Nights (000s) Total Spend ( m) 93 77 71 83 60 27 41 84 45 89 39 32 29 46 45 15 39 49 24 43 553 329 379 456 403 150 433 580 176 372 Source: IPS, 2007-2016 5
2. Volume/Value trend 100 80 60 40 20 Visits (000s) Spend ( m) Linear (Visits (000s)) 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: IPS, 2007-2016 Visitor numbers have shown some turbulence over the past few years with 2016 levels of tourism matching prerecession figures. With real GDP increasing and unemployment levels falling since 2012, Sweden s economy is stable. In 2016, visitors from Sweden took advantage of good exchange rates and high volumes of visitors came to Scotland. This could be set to continue in to 2017. Due to the small sample size, these figures should be treated with caution. 6
Connectivity Direct to Edinburgh Norwegian: Stockholm Edinburgh (all year round) ) SAS: Stockholm Edinburgh (all year round) Ryanair: Gothenburg Edinburgh (seasonal) 7
APPENDIX: International Passenger Survey 2016 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). 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. CONTACT US Insight Department VisitScotland Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH 0131 472 2222 research@visitscotland.com August 2017 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