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

GROWING YOUR TOURISM BUSINESS IN INTERNATIONALLY

Welcome Abigail Coia - Development Officer, Ayrshire & Arran Tourism Dark skies observatory, Dalmellington

Culzean Castle and Ailsa Craig

Dream Share Plan Book Experience The visitor journey

INTERNATIONAL MARKETS RANKINGS – MARKET SHARE & SPEND Trips Nights Spend International markets (besides UK) Market 000s % 000s % 000s % • Overseas tourists +16.9% and USA 566 25% 4,949 20% 556 9% expenditure +23% vs LY Germany 372 5% 2,609 -4% 285 34% • Driven by European visitors: +17% and France 206 36% 1,764 52% 106 41% expenditure +36% vs LY 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% Europe 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% Source : Total 3,210 17% 28,590 35% 2,276 23% Top 12 Inbound Countries to Scotland (all visits), IPS 2017 vs 2016

INTERNATIONAL INBOUND TOURISM SCOTLAND NUMBER OF TRIPS 2.8 M VALUE OF SPEND £1,850 M AVERAGE SPEND PER 2 ½ TIMES DOMESTIC VISITOR INTERNATIONAL VISITOR £550 SPEND PER TRIP Why target international visitors?

Re Regi gion on of Or Origi gin 7 10 10 5.9 .9 £1,1 £1,130 10. 10.5

Region of Origin⁴ £874 £874 9.2 9.2

30% • Take Domestic holidays Cultural Explorers with core segment 35+ • 55% Female / 45% Male • Above median income 70% • Take international holidays Most affluent European market • Employed or retired 372,000 Scotland Visit Numbers 10.8 .8 Average nights per stay 2.61m Nights £1,2 ,218 Average spend per visit £285m Spend Local food & drink Relaxation Enjoy the scenery Have fun Walking & Hiking Be close to nature Average number of 4.7 .7 • regions visited Touring the country • City & Attractions, City Average days paid holiday • Based in countryside 30 30 (exc. Public holidays!) location

88% Take Domestic holidays • Baby Boomers & Gen X • 53% Female / 47% Male • Above median income 12% Take international holidays • Employed or retired 206,000 Scotland Visit Numbers 7.7 .7 Average nights per stay 1.76m Nights £496 £496 Average spend per visit £106m Spend Seeing the country Walking/ Scenery Museums Museums/ Castles Shopping Food & Drink Average number of 4.4 .4 regions visited Touring / Cities / Cities+ Average days paid holiday 30 30 (exc. Public holidays!)

Intermediary Marketing Visitscotland marketing strategy Intermediary Marketing OBJECTIVES ENABLERS Inspire a KEY ACCOUNT MANAGEMENT DRIVE Seasonal spread National Movement TRAVEL TRADE EVENTS DRIVE Regional growth Enable & Publish National Empower Content Industry PRODUCT & PARTNERSHIP ENABLE Growth MARKETING Intermediary 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

Scottish supplier: hotel/visitor attraction/tour Consumer direct via phone/email/website/social Walk-in Wholesaler/incoming tour Wholesaler (vertically Online Travel Agent Global Distribution System (GDS) operator/DMC (OTA) such as Expedia integrated) eg TUI or Flight such as Sabre or Galileo – mainly chains and big brands Centre Edinburgh or London based 40% of global sales Tour operator Tour operator Retailer Retailer – eg First Retailer Choice How do they all fit together?

Sept – Nov Nov – May July or Sept Dec – Feb New product Contract new Print Drive development product brochures sales Product development Brochure print Main product development between September and Catalogues are published in July for wholesalers November, with some experiences planning continuing and September for tour operators into April Drive sales Contracting The big push for bookings is done after the Contracting for the following year is done between holidays through to February November and May How do traditional operators work

VisitBritain TAAI SDI Visit USTOA HIE CETO Scotland SE ETOA UK Inbound SDMA

Driving product development Inspire Educate Support

Travel l Trade Web ebsit ite SC SCOTSagent De Destin inatio ion Edu ducatio ional l pr prog ogramme TRADE EVE TRA EVENTS Glob Global e-comms & & ded dedic icated ma market ne news upd updates Trade Tools

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