This item was published during the term of a previous administration that ended in April 2007
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Rolling out Scottish welcome mat
29/03/2004
The Highlands and Islands Convention was today told that
everyone has a responsibility to ensure that tourists enjoy
the 'Scottish experience' again and again.
On the island of Arran, First Minister Jack McConnell
told delegates that while a skilled, well organised
industry is important, the warmth of the welcome and the
quality of the overall experience is equally as vital in
making Scotland a must visit, must return destination.
He used the occasion to challenge more Scots to holiday
or take short breaks in their own country.
The First Minister said:
"No-one can underestimate the importance of the tourism
industry to this country. Quite apart from the thousands of
jobs that depend upon it, the international image of our
nation is driven by the experience of those who come to
visit us.
"That is why we have to make sure that the experience is
right. With the review of the tourist boards, we have the
right structure in place. With our investment in skills and
training, we will have the right people for the job. The
challenge for us all is to make sure that we contribute to
the experience, that we are do our part in convincing
people that Scotland is a country that they will want to
visit again and again."
He went on:
"And we can support the tourism industry in another
important way - by being tourists in our own country. We
are incredibly successful at selling Scotland abroad, at
telling people that our country is one of the most exciting
and beautiful in the world.
"What I want to see is more Scots heeding this message
and taking a break at home. It is an important message and
it is one that we as a government can take a lead on. I
enjoy a Scottish holiday each year and I hope more and more
Scots will do the same.
"Above all, I want to see a dynamic tourist sector
playing its part in promoting and supporting Scotland. We
can give people an experience that is unrivalled anywhere
in the world."
The Convention of the Highlands and Islands is normally
held twice a year and brings together the Executive, local
authorities, local enterprise companies, area tourist
boards and other institutions in the Highlands and islands.
It is a forum for discussing a range of economic and social
development matters of importance to the area.
UK residents represent by far Scotland's biggest tourism
market, accounting for over 90 percent of trips and over 80
percent of spend.
During 2002, UK residents (including Scots themselves)
took 18.5 million trips in Scotland, of which 13 percent
(2.4m trips) were to the Highlands of Scotland.
UK visitors stayed an average of 3.6 nights in the
Highlands, resulting in a total 8.7 million bednights.
Average expenditure was £170 per trip and £47 per night,
resulting in a total visitor spend of £409 million.
By comparison, average spend per trip by UK visitors in
Scotland as a whole was £199 while average spend per night
was £57.
During 2002, overseas visitors to Scotland as a whole
spent £811 million. Of that, £95 million (12 percent) was
spent in the Highlands.
There were 400,000 overseas tourism trips to Scotland
which included an overnight visit to the Highlands.
Overseas visitors to the area spent an average of 4.5
nights in the Highlands, resulting in a total of 1.8
million bednights during 2002.
Average expenditure by overseas visitors to the area was
£238 per trip and £53 per night compared to £507 per trip
and £54 per night across Scotland as a whole.