Date lodged: 26 January 2017
To ask the Scottish Government what its response it to the recent report showing an increase in the number of tourists visiting Scotland and what action it is taking to promote the country to the world.
Answered by: Fiona Hyslop 3 February 2017
The Scottish Government welcomes the recent figures that show a 6% increase in overseas tourism expenditure in the twelve months to September 2016 and that the number of North American visitors and their spending increased notably during this period with increases of 14% and 28% respectively.
Scotland is actively promoted by VisitScotland as part of its national and international marketing campaigns, as well as through other marketing activities including its consumer website, visitscotland.com, social media, its network of iCentres and information partner programme across the country.
North America remains a key overseas market, with ancestry a major driver for visitors. The Scottish Government recently provided an additional £100,000 to VisitScotland as part of the Year of History Heritage and Archaeology promotion to enable it to undertake a digital ancestral campaign launched in January to target consumers who are engaging with programmes such as Outlander and related Scottish interest programmes.