Availability and presentation of Scottish Tourism Data

Martin Macfie, Scottish Government

Culture, External Affairs and Tourism Statistics

Presentation plan

1. Key data sources on tourism

2. New ways of presenting tourism data

3. High Level Summary of Tourism and Culture Statistics - What do you want us to publish?

1. Key Data Sources on Tourism

OVERSEAS VISITS AND EXPENDITURE

• Quarterly figures from the INTERNATIONAL PASSENGER SURVEY – obtained from Office for National Statistics (ONS)

• Consistent data available back to 2005• Data on overnight visits and spend• Area of residence (Europe, North America, Rest of World)• Purpose of visit• 17% of visits to Scotland in 2009 were from overseas• 33% of spend in 2009 was from overseas visitors

DOMESTIC VISITS AND EXPENDITURE

• Quarterly figures from UK Tourism Survey (UKTS) – obtained from VisitBritain

• Consistent data available back to 2005

• Data on overnight visits and spend

• Country of residence (Scotland, rest of the UK)

• Note – the UKTS is being replaced by the GB Tourism Survey- results will be available for Q1 2011 onwards

TOTAL VISITS (Overseas and Domestic)

We present quarterly figures to the Minister and Policy colleagues on

• Visits and Expenditure• Country of residence

• We identify trends and seasonality• We also look at data related to relevant factors – e.g.

volcanic ash cloud, economic situation

VisitScotland data

• VisitScotland works closely with individual businesses, public agencies and local authorities and other tourism stakeholders to maximise the economic benefits of tourism to Scotland.

Their website has lots of useful information on• Regional data• Scottish Accommodation Occupancy Survey (SAOS)• Seasonal snapshots of tourism• Day Visits Survey (was reintroduced in January 2011)• Visitor experiences of Scotland – e.g. of culture and scenery• And more….http://www.visitscotland.org/research_and_statistics.aspx

2. New presentation of data

• We hold an Excel workbook containing up-to-date and trend data on tourism. We use data from this to assist with Ministerial Briefing

• This consists of summary charts and tables and other methods of monitoring change in tourist patterns over time

• We also have data where overseas visitors come from and purpose of their visit

• Example - Moving average charts (quarterly)

Moving average chart – overseas visits

• Quarterly update of trend• Can show seasonal effect on same chart

Overseas visits to Scotland

0

500

1,000

1,500

2,000

2,500

3,000

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

2005 2006 2007 2008 2009 2010 P

Visi

ts (0

00's

)

Visits per quarter

Annual visits(4 quartermoving ave)

Total of 4 most recent quarters

Moving average chart – overseas spend

• In last year, trend for spend is different than trend for overseas visitors

Expenditure by overseas visitors to Scotland (nominal prices)

0

200

400

600

800

1,000

1,200

1,400

1,600

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

2005 2006 2007 2008 2009 2010 P

Expe

nditu

re

(£m

)

Spend per quarter

Annual spend(4 quartermoving ave)

Total of 4 most recent quarters

3. High Level Summary of Tourism, Culture and Sport Statistics

• Data on a wide variety of tourism and cultural indicators all located in one place

• http://www.scotland.gov.uk/Topics/Statistics/Browse/Tourism-Culture-Sports

• Note – VisitScotland also publish data on visitor numbers and expenditure

• We also publish data on cultural participation and attendance at local authority level on Scottish Neighbourhood Statistics website

Information currently on website

Tourism • Expenditure and Visits • Overseas Visitors • Domestic Visitors • Accommodation Occupancy and Visitor Attractions • Promotion of Scotland • Golf Tourism

Culture• Participation and Attendance • Local Authority Level Participation and Attendance • Creative Industries • Language • Public Libraries

Scotland's Reputation

Feedback on High Level Summary Statistics page

• How useful is it?• Any improvements you would like (to either Tourism or

Culture statistics)? Relevance to National Outcomes• We hold an Excel workbook containing main tourism

trends – we may publish some of these on a quarterly basis

• Contact martin.macfie@scotland.gsi.gov.uk or (0131) 244 4927 for further comments or feedback