• Contact
  • About
  • Authors
DONATE
NEWSLETTER SIGN UP
  • Login
Bylines Scotland
  • Home
  • News
  • Politics
  • Business
  • Health
  • Environment
  • Opinion
No Result
View All Result
  • Home
  • News
  • Politics
  • Business
  • Health
  • Environment
  • Opinion
No Result
View All Result
Bylines Scotland
No Result
View All Result
Home Lifestyle

What a difference a smile makes: how Scottish tourism is winning over international visitors

Jenny Wilson explores the condition and reputation of Scottish tourism post-Covid and discusses what the future may hold for the industry

Jenny WilsonbyJenny Wilson
01-08-2022 07:15
in Business, Lifestyle
Reading Time: 8 mins read
A A
Conic Hill

Conic Hill - photo by author, used with permission

608
VIEWS
Share on FacebookShare on Twitter

It seemed to me that this summer, a high percentage of the visitors to the hotel where I work have been from overseas, with the majority being from places like Germany, France and the USA. I wondered why people have chosen to come to Scotland on holiday.

The first customer I asked was a gentleman from the Netherlands who revealed that he had always wanted to come to Scotland and now finally had! His kids were of an age where he was able to bring them, and they did not like beach holidays. He had read about 100 books on Scotland and seemed fascinated with the whole clan culture. They were to visit Glencoe that day. This demonstrated to me the strong brand that Scotland possesses as a country and as a destination.

The Scottish tourism industry

Will 2022 tourism levels match the pre-Covid levels of 2019? That remains to be seen, but what is the makeup of Scottish tourism and how much is international tourism a part of it?

2019 was the best year for tourism in the decade from 2009 and business was booming across most tourism sectors. If you look at overnight stays for that year, as opposed to just visits, then you can compare the number of nights stayed by Scottish visitors, visitors from the rest of the UK and International visitors:

Country of ResidenceNumber of Nights (millions)
Scotland22
Rest of UK25
International27

The spend for UK overnight visitors was £3.3bn while the international visitors contributed £2.5bn to our economy. Of the international visitors, VisitScotland statistics show that in 2019, 61% were straightforward holidays, 25% of visits were to family and friends, and 11% were for business .

The USA, as a single country, tops the visitor charts for number of international visitors based on number of nights stayed, while visitors from countries across the European continent make up around 52% of visitors to Scotland from overseas. The data can be seen in the table below:

Country of OriginNumber of Nights (millions)Percentage
USA4.216 %
Germany2.28%
China*27%
France1.76%
Australia1.76%
Netherlands1.24%
Italy*1.074%
Canada1.024%
Spain*0.93%
Ireland0.472%
Rest of World10.739%
Total27.4100%
* there is some uncertainty around these figures due to small sample size

The top places I hear the visitors planning to visit include the Isle of Skye, the North Coast 500 route, Loch Lomond, Stirling Castle, Inverness, Glasgow, Edinburgh and many are walking the West Highland Way. Visitors are open to new ideas of where to visit and they definitely browse the tourist information leaflets.

I suspect Scotland needs to do more to promote the lesser-known areas of Scotland such as Argyll or Dumfries and Galloway, and share the tourism around a little?

Scotland's mountain footpaths
Environment

How do we care for Scotland’s mountain footpath network?

byCharlie McCarthy
16 September 2022

A glowing review

While working in the hotel, we have numerous positive interactions with the overseas visitors and these must leave a lasting impression. Sometimes children are perhaps a little wary about trying out a foreign language but if I tell them I am learning their language then we can start to communicate and it can be fun. And sometimes it’s a necessity! I now know how to describe fried eggs in French (oeufs du plat) or in German (spiegelei)!

A review of our hotel from an American customer said “what a difference a smile makes”. They felt the staff had done so much for the tourist industry in Scotland. What a compliment!

Clearly for the Scottish economy, and the wider impression Scotland makes in the world, it is a positive thing to ensure that tourists are happy and that staff and businesses are supported. Spending by tourists contributes 5% of Scottish gross domestic product (GDP) and accounts for 8.5% of employment in the country.

Recent holdups at Dover, the Eurotunnel and in airports are not a good way for UK people to start a holiday or for visitors to this country to end their holidays. Extra checks on passports due to Brexit appear to be the cause. Many of Scotland’s tourists have to travel via routes such as Dover-Calais to keep costs down.

The impact of Covid-19

Some businesses are still struggling financially after the pandemic and it can be difficult to recruit staff, particularly since Brexit. The loss of freedom of movement has decimated the numbers of young Europeans who would typically come across to do a summer season, particularly in some of the more remote hotels and restaurants. Inflation of energy, food costs and wages costs are eroding profit margins and customers have less spending power. Hospitality businesses had asked for a continuation of the cut to VAT that the UK chancellor at the time, Rishi Sunak, had instigated in July 2020. However, the rate reverted to 20% from 1 April 2022.

A recent sale in Glasgow of one of the most iconic restaurants to a large pub chain does not bode well for smaller, independent businesses.

Tourism is a devolved matter, and the Scottish Government supports businesses through, for example, its sponsorship of our national tourism organisation VisitScotland. VisitScotland state that their main aim is to give Scotland a place in the global marketplace to benefit the whole of Scotland. However, Scottish tourism is clearly also affected by UK Government decisions with regards to the reserved powers which include immigration and border control issues. Fiscal, economic and monetary policy are all reserved to the UK parliament, hence the VAT rise. Energy price hikes are also due in large part to UK government.

As we continue through the summer months, let’s hope that both governments continue to recognise the importance of these businesses and their workers, and support Scottish tourism as we strive to get back to pre-pandemic levels.

As ideological battles and power struggles consume time in Westminster and Holyrood, is ‘Brand Scotland’ in safe hands?


We need your help!

The press in our country is dominated by billionaire-owned media, many offshore and avoiding paying tax. We are a citizen journalism publication but still have significant costs.

If you believe in what we do, please consider subscribing to the Bylines Gazette from as little as £2 a month🙏

Tags: Tourism
Previous Post

European media perspectives on Scotland: moving beyond Braveheart

Next Post

Scotland is a poor relation in the face of soaring energy prices

Jenny Wilson

Jenny Wilson

Jenny Wilson has lived in Glasgow, Perth and St Andrews and has family connections with Moray. For a long time Jenny has nurtured an interest in the politics of Scotland. She believes the nation's best interests would be served by building strong economic and cultural ties with Europe. She has recently been involved in the Glasgow Loves EU series of lockdown livestream interviews, which can be found on YouTube. Jenny has also been involved with others in designing and writing a number of Eurowalks in Scotland, highlighting our European links (www.eurowalks.scot).

Related Posts

Salmon in a fish farm without an eye
Environment

Worrying footage emerges from certified Scottish salmon farm

byBylines Scotland
20 September 2023
CalMac ferry arriving at Sconser
Business

A call for transparency in the CalMac Ferry Service consultation

byJohn Richardson
14 September 2023
loch ness
Culture

The ‘Hunt for Nessie’ – the quest for the truth about what lives in Loch Ness.

byCharlie McCarthy
31 August 2023
Ferry in misty waters
Trade

A tale of two nations

byKenny MacAskill
25 August 2023
World cycling in Glasgow and Military Tattoo in Edinburgh Festival
Culture

Pedal power puts Glasgow on top of the world, as Edinburgh entertains and delights

byMartin Roche
18 August 2023
Next Post
energy-prices

Scotland is a poor relation in the face of soaring energy prices

PLEASE SUPPORT OUR CROWDFUNDER

Subscribe to our newsletters
CHOOSE YOUR NEWS
Follow us on social media
CHOOSE YOUR PLATFORMS
Download our app
ALL OF BYLINES IN ONE PLACE
Subscribe to our gazette
CONTRIBUTE TO OUR SUSTAINABILITY
Make a monthly or one-off donation
DONATE NOW
Help us with our hosting costs
SIGN UP TO SITEGROUND
We are always looking for citizen journalists
WRITE FOR US
Volunteer as an editor, in a technical role, or on social media
VOLUNTEER FOR US
Something else?
GET IN TOUCH
Previous slide
Next slide

LATEST

Scottish flag in Scottish sky

Brave are the hearts that beat …

23 September 2023
Hidden disabilities sunflower lanyard

Long Covid can be a hidden disability that we need to recognise

22 September 2023
Salmon in a fish farm without an eye

Worrying footage emerges from certified Scottish salmon farm

20 September 2023
edinburgh

Scotland’s capital is a hive of chip design and innovation

19 September 2023

MOST READ

No Content Available

BROWSE BY TAGS

Books Brexit Christmas ClimateChange Covid Covid19 Culture cycling Defence Democracy Devolution election ferry FishFarms Glasgow Halloween health History Holyrood independence IndyRef2 Journalism Labour LGBT+ Liz Truss Monarchy NATO NHS Nicola Sturgeon politics Poverty Russia Sars-CoV-2 Scotland Security and Defence shipbuilding SNP Sunak Tories Twitter UBI Ukraine UK Supreme Court vaccines War in Ukraine
Bylines Scotland

We are a not-for-profit citizen journalism publication. Our aim is to publish well-written, fact-based articles and opinion pieces on subjects that are of interest to people in Scotland and beyond.

Bylines Scotland is a trading brand of Bylines Network Limited, which is a partner organisation to Byline Times.

Learn more about us

No Result
View All Result
  • About
  • Authors
  • Complaints
  • Contact
  • Donate
  • Network Map
  • Network RSS Feeds
  • Privacy

© 2023 Bylines Scotland. Powerful Citizen Journalism

No Result
View All Result
  • Home
  • News
    • Scotland
    • World
  • Politics
    • Council Areas
    • Europe
    • Holyrood
    • Rest of UK
    • Westminster
  • Business
    • Fishing
    • Trade
    • Transport
  • Health
  • Environment
    • Climate Change
  • Opinion
  • Donate
  • Newsletter sign up
CROWDFUNDER

© 2023 Bylines Scotland. Powerful Citizen Journalism

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In