Visit Scotland

Executive Summary

This report was written solely for the purpose of Visit Scotland to broaden their tourist base and help them make a possible decision about marketing Scotland abroad to potential visitors mainly from China and the United Arab Emirates, ranging from the ages of 16-25. Research indicates that in 2007, visitors from the UK made 6.36 million trips to Scotland spending a total of £1807.29 whereas residents from outside the UK made 2.7 million visits to Scotland spending £1386.99m (Fig.1). Further research revealed that according to the World Tourism Organisation, Scotland holds a 0.23% market share of the international tourist arrivals worldwide. A deeper look into the trends of tourists from China and The United Arab Emirates reveals that tourists from China will overtake tourists from The United States and Germany as the biggest spenders overseas as an expected 100 million are predicted to travel (Branigan, 2012). The UAE is ranked in the top 10 countries in tourist spending and an expected 182,000 outbound tourists will be spending $976 million this year in Sydney, Australia (Abbas, 2012).

In order for Visit Scotland to broaden its tourist base and increase the number of potential tourists, it is recommended that they incorporate and use as a guideline what other successful tourist countries such as The UAE and China have done for their own promotional purposes. It is also recommended that Visit Scotland take advantage of what Scotland already has to offer and endorse it in a more appealing and trendy way. Another recommendation for Visit Scotland is to change the focus of their promotional work, changing the focus from adults and families to a younger niche market (16-25). The above facts also suggest that it is essential that Visit Scotland try and entice residents of The UAE and China to travel abroad to Scotland and spend their incomes.

Contents

Introduction | PAGE 3 |

Research Method | PAGE 4 |

Findings | PAGE 4-6 |...