The latest Visitor Attraction Barometer, the final one to be published in 2009, revealed that just short of 270,000 people enjoyed visitor attractions in the Outer Hebrides this year. It’s an increase of 10% on last year’s figure, smashing the national trend of just 3.6%.
Alan Mackenzie, VisitScotland’s Marketing Executive for the Outer Hebrides says the results mark an encouraging end to a year which has exceeded expectations, despite the economic downturn. He explains:
“Tourism growth is critical and these visitor attractions help us sell the Hebrides to visitors and are a crucial part of our industry.
“These figures also show the impact of the Road Equivalent Tariff pilot and value of partnership working. Our seasonal marketing drives, such as Winter White and the summer’s Perfect Day campaign, as well as partner activity around Doors Open Days, harness the support of businesses to encourage visitors to make the most of the attractions the Hebrides has to offer.”
Testament perhaps to the credit crunch and ‘Staycation’ trends, free attractions have fared well nationally, showing a 3% rise in visitor footfall and bringing added benefits with visitors spending more time and money in the local area. However paid for attractions also held their own, showing a very encouraging 4% growth.
The trends show the increased popularity of peaceful days out such as visiting churches or frequenting nature reserves, with increases of 11% and 8% respectively. Distilleries also pulled in the crowds, enjoying a 9% rise in visitor numbers this year and playing an important role in the Homecoming Scotland celebrations.
And when it comes to location, it seems we do like to be beside the seaside – visitor attractions in seaside locations were attended by 6% more people than last year.
Minister for Tourism Jim Mather, told Hebrides News Today: “Tourism makes an important contribution to the economy and it is vital that we continue to look at new and innovative ways of attracting new visitors to our great country. Homecoming was the biggest domestic tourism drive VisitScotland has ever launched showcasing the best of what Scotland has to offer to tourists right across the UK.
“As people start to look to tighten their belts during these difficult economic times, free visitor attractions encourage people to consider the benefits of taking a domestic holiday in the Hebrides, rather than travelling abroad.”
The Visitor Attraction Barometer is conducted by the Moffat Centre, on behalf of VisitScotland.
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