GROWING YOUR TOURISM BUSINESS IN INTERNATIONALLY Welcome Abigail - - PowerPoint PPT Presentation

GROWING YOUR TOURISM BUSINESS IN INTERNATIONALLY

Abigail Coia - Development Officer, Ayrshire & Arran Tourism

Welcome

Dark skies observatory, Dalmellington

Culzean Castle and Ailsa Craig

The visitor journey

Dream Plan Book

Experience

Share

INTERNATIONAL MARKETS RANKINGS – MARKET SHARE & SPEND

Trips Nights Spend Market 000s % 000s % 000s %

USA 566 25% 4,949 20% 556 9% Germany 372 5% 2,609

• 4%

285 34% France 206 36% 1,764 52% 106 41% Australia 157 19% 3,058 126% 135 32% Netherlands 157 37% 3,422 287% 93 51% Irish Republic 128 33% 405 37% 35 36% Norway 123 50% 892 122% 68 57% Spain 122 38% 602

• 13%

109 174% Italy 121

• 2%

779

• 14%

74

• 19%

Canada 115

• 23%

1,063

• 22%

90

• 31%

Poland 104

• 25%

487

• 45%

21 6% Switzerland 86 57% 622 75% 75 39% Rest of World 954 18% 7,937 30% 630 30% Total 3,210 17% 28,590 35% 2,276 23%

Source: Top 12 Inbound Countries to Scotland (all visits), IPS 2017 vs 2016

International markets (besides UK)

• Overseas tourists +16.9% and

expenditure +23% vs LY

• Driven by European visitors: +17% and

expenditure +36% vs LY Europe

Why target international visitors?

NUMBER OF TRIPS 2.8M VALUE OF SPEND £1,850M

INTERNATIONAL INBOUND TOURISM SCOTLAND 2 ½ TIMES DOMESTIC VISITOR SPEND PER TRIP AVERAGE SPEND PER INTERNATIONAL VISITOR £550

10. 10.5 £1,1 £1,130

Re Regi gion

• n of Or

Origi gin7

5.9 .9 10 10

9.2 9.2 £874 £874

Region of Origin⁴

4.7 .7

Average number of regions visited

• Touring the country
• City & Attractions, City
• Based in countryside

location

30 30

Average days paid holiday (exc. Public 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 .8

Average nights per stay

£1,2 ,218

Average spend per visit

• Cultural Explorers with core segment 35+
• 55% Female / 45% Male
• Above median income
• Most affluent European market
• Employed or retired

30%

Take Domestic holidays

70%

Take international holidays

Seeing the country Museums Shopping

4.4 .4

Average number of regions visited Walking/ Scenery Museums/ Castles Food & Drink Touring / Cities / Cities+

30 30

Average days paid holiday (exc. Public holidays!)

• Baby Boomers & Gen X
• 53% Female / 47% Male
• Above median income
• Employed or retired

Scotland Visit Numbers

206,000

Nights

1.76m

Spend

£106m

7.7 .7

Average nights per stay

£496 £496

Average spend per visit

88%

Take Domestic holidays

12%

Take international holidays

Intermediary Marketing

Inspire a National Movement Enable & Empower Industry Publish National Content

Visitscotland marketing strategy Intermediary Marketing OBJECTIVES

DRIVE Seasonal spread DRIVE Regional growth ENABLE Growth

Intermediary Marketing ENABLERS

KEY ACCOUNT MANAGEMENT TRAVEL TRADE EVENTS PRODUCT & PARTNERSHIP MARKETING

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

How do they all fit together?

Scottish supplier: hotel/visitor attraction/tour

Wholesaler/incoming tour

• perator/DMC

Edinburgh or London based

Tour operator Retailer

Wholesaler (vertically integrated) eg TUI or Flight Centre

Tour operator Retailer – eg First Choice

Global Distribution System (GDS) such as Sabre or Galileo – mainly chains and big brands

Retailer

Online Travel Agent (OTA) such as Expedia 40% of global sales

Consumer direct via phone/email/website/social Walk-in

How do traditional operators work

Sept – Nov New product development Nov – May Contract new product July or Sept Print brochures Dec – Feb Drive sales

Product development

Main product development between September and November, with some experiences planning continuing into April

Contracting

Contracting for the following year is done between November and May

Brochure print

Catalogues are published in July for wholesalers and September for tour operators

Drive sales

The big push for bookings is done after the holidays through to February

Visit Scotland

VisitBritain SDI HIE SE

ETOA UK Inbound SDMA

TAAI USTOA CETO

Inspire Support Educate

Driving product development

Trade Tools

TRA TRADE EVE EVENTS Travel l Trade Web ebsit ite SC SCOTSagent De Destin inatio ion Edu ducatio ional l pr prog

• gramme

Glob Global e-comms & & ded dedic icated ma market ne news upd updates

VisitScotland Expo

VISITSCOTLAND EXPO 10-11 APRIL 2019

• 250 Scottish suppliers
• 570 buyers
• Dedicated Nature & Active

aisle

• New introductory offer for

SMEs

• Industry seminars
• Buyer fam trip programme