MORE Americans are visiting Scotland and they spent a record £633 million here last year – a 28 per cent increase on the previous year – according to new figures.
The figures to September last year is the highest 12-month rolling period expenditure figure ever and came as visitor numbers from the region also rose sharply, by 14 per cent.
There was also an overall six per cent increase in international tourists spending in Scotland in the same period and, although there was a seven per cent drop in European markets, the majority of international visits to Scotland still come from Europe. Tourism Secretary Fiona Hyslop said North America is an important international market for Scotland.
“These excellent figures confirm visitors from the region continue to spend more when they visit Scotland. It’s great news for our hotels, shops and restaurants that depend on tourism revenue.
“Scotland’s tourism businesses, and their 217,000 jobs, work incredibly hard to make our country a must-visit destination for foreign travellers.
“Visitors can be assured that when they come to Scotland, they will receive a warm welcome and experience spectacular scenery and top class attractions.
“Our tourism sector operates in a highly competitive international market. European markets have registered a dip, which may be linked to uncertainty over safety and security affecting travel.”
Malcolm Roughead, chief executive of VisitScotland, said the growth was unparalleled.
“It is remarkable to see such unparalleled growth in the North American market in both visits and spend,” he said. “Of course, a favourable exchange rate has played its part, but a focus on airline capacity and connectivity – with around 90,000 extra seats on services from North America in 2016 – alongside a concentrated marketing approach has proved a real formula for success.
“It is disappointing to see a slight dip in European visits from core markets such as France and Germany, but with uncertainty over safety and security during 2016 in these countries, it is perhaps understandable. However, it’s interesting to see a significant rise of 48 per cent from our Eastern European markets.
“Tourism is more than a holiday experience, it creates jobs and sustains communities in every corner of Scotland all year round. Thanks to the hard work of tourism businesses across the country, we are on track to reach the industry’s Tourism Scotland 2020 target to generate economic growth.”
He added: “VisitScotland’s first ever global campaign – the Spirit of Scotland – launched in February 2016, has been a resounding success with the biggest ever engagement across all our digital channels.
“With the Rough Guide recommending Scotland as a top place to visit in 2017, and a country-wide celebration of the Year of History, Heritage and Archaeology, we are starting in a strong place.”
The agency said North American visitors increased 36 per cent in trips and 57 per cent in expenditure during the third quarter of last year, compared to 2015, which could be attributed to more affordable exchange rates against the pound.
Airlines have increased their capacity to Scotland and carriers such as Delta Air Lines, Icelandair, Air Canada Rouge and WOW added a further 90,000 seats last year.
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