Visit Scotland Essay

Executive Brief summary

This record was drafted solely with regards to Visit Scotland to increase their visitor base and help them make a possible decision about advertising Scotland abroad to potential visitors generally from China as well as the United Arab Emirates, which range from the ages of 16-25. Exploration indicates that in 2007, visitors from your UK manufactured 6. thirty six million trips to Scotland spending an overall total of £1807. 29 whereas residents coming from outside the UK made 2 . 7 million visits to Scotland spending £1386. 99m (Fig. 1). Further analysis revealed that according to the World Travel and leisure Organisation, Ireland holds a 0. 23% market share from the international visitor arrivals worldwide. A further look into the developments of travelers from China plus the United Arabic Emirates uncovers that vacationers from China will certainly overtake vacationers from The Usa and Indonesia as the largest spenders offshore as an expected 90 million are predicted traveling (Branigan, 2012). The UAE is rated in the top countries in tourist spending and an expected 182, 000 outbound tourists will be spending $976 million this year in Sydney, Australia (Abbas, 2012).

To ensure that Visit Scotland to increase its tourist base and increase the volume of potential tourists, it is recommended that that they incorporate and use like a guideline how many other successful holiday countries including the UAE and China have done for their own promotional purposes. It is also suggested that Go to Scotland make the most of what Ireland already has to offer and support it towards a more appealing and classy way. One more recommendation intended for Visit Ireland is to replace the focus of their promotional function, changing primary from adults and families to a younger niche market (16-25). The above facts also claim that it is essential that Visit Ireland try and entice residents in the UAE and China going abroad to Scotland and spend their incomes.




Analysis Method



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Travel and leisure in Scotland generates a income of £4 billion dollars but 67% of that cash flow is made by travelers from the British isles, with the remaining world adding to just 33%. Add to that the existing economic environment which usually reduced the number of trips for the UK coming from overseas by a quarter inside the first 6 months of 2009 (14, Worldwide Passenger Survey). (Figure 1 ) 0) Figure 1 . a couple of shows that between 2005 and 2010, domestic visits have got dropped coming from 15 mil to about 12. a few million. However overseas sessions have continued to be constant by 2 . one particular million sessions a year which includes fluctuations. Go to Scotland wants to expand and broaden their tourist basic and marketplace Scotland in another country, but with the international characters remaining around the same over the span of 5 years, Go to Scotland includes a smaller influence over the foreign tourism industry. MyVoucherCodes, The UK's the majority of popular low cost site accomplished research that found persons between the age range of 16-18 had a higher disposable cash flow than other age groups (Lofthouse, 2010). The reason behind this can be that more youthful adults tend to not have to pay diverse expenses, including rent or perhaps bills. This leaves the gap open for Go to Scotland to focus on a young niche market that may be willing to spend more on leisure actions. Visit Scotland could capitalize on this, using a host of different attractions that Scotland can give that could charm to that market. The events the following could help Scotland increase its tourism earnings if advertised correctly. To in the Area 2013

The Ryder Cup 2014

MOBO Awards

Commonwealth Games 2014

Glasgow happens to be bidding for the 2018 Youth Olympic Games and is the location that is hosting the Commonwealth Games in 2014.

Study Method

The information used in this kind of report was collected coming from Scottish...


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