Investment opportunities in cultural tourism in Scotland
Scotland’s rich cultural history continues to draw in tourists from around the globe, as does its worldwide reputation for excellent hospitality and authenticity. The variety and quality of exciting experiences on offer in Scotland supports tourism investment by encouraging a high level of repeat visits and excellent word of mouth recommendation.
Cultural tourism – the home of golf
Scotland is known throughout the world as the Home of Golf and regularly plays host to the Open Championship. Six centuries of tradition mean that no other destination can offer such a unique experience. The most popular courses with golf tourists include:
- The Old Course at St Andrews.
- Carnoustie.
- Royal Troon.
- Turnberry.
- Gleneagles.
Cultural tourism – the great outdoors
Wild, unspoilt spaces and dramatic scenery are just two of the reasons why Scotland is famed the world over for its natural beauty. Scotland attracts people interested in watching wildlife as well as those wishing to take part in outdoor activities such as cycling, hill walking, skiing, fishing, hunting and shooting.
Cultural tourism – tracing the past
Many visitors to Scotland are keen to retrace the footsteps of famous historical figures such as Robert Burns, William Wallace, Rob Roy, Mary Queen of Scots and Andrew Carnegie.
Visitors also come to Scotland to trace their own family history. Around 50 million people claim to have direct Scottish ancestry, and it is anticipated that in future the number of ancestral tourists to Scotland could increase fourfold to as many as 800,000 each year.
Scotland’s heritage is brought back to life at many of its historical landmarks including ancient castles and battlefields and on whisky trails.
Scottish culture – attracting visitors year after year
The Visitor Experience 2007 survey found that 97 per cent of those interviewed were satisfied with their recent holiday in Scotland and that three quarters of these visitors were very likely to recommend Scotland as a holiday destination. This proves the potential for tourism development, both centring upon culture and supported by it.
- The US is Scotland’s biggest overseas market, with Americans accounting for 14 per cent of overseas visitors.
- 10 per cent of the overseas visitors who come to Scotland are from Germany.
- Overseas tourists stay an average of 10.2 nights each.
- Scottish tourists stay an average of 3.2 nights and English holidaymakers an average of 4 nights.
- Repeat visitor rates are high, with regular visitors averaging at least six visits over a 10-year period.
- Average spend per head per night is £50 for overseas tourists and £56 for British tourists.
- In 2006, more than 16 million tourists stayed overnight in Scotland – their combined annual expenditure in Scotland was over £4.1 billion.
Cultural tourism investment
With festivals taking place round the year, wonderful shopping experiences, excellent dining and fresh local food, it is no surprise that repeat visitor rates are so high. Cultural tourism is an area which offers attractive returns on investment, but is just one of the thriving Scottish tourist sectors
Find out more about tourism in Scotland and investing in Scottish tourism, including cultural tourism projects and developments.