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A series of surveys undertaken by leading Scottish tourism organisations has revealed the extent to which many industry sectors are struggling financially as a result Covid-19 and desperately require further Scottish Government action.

The four organisations – ASVA: Association of Scottish Visitor Attractions, ASSC: Association of Scotland’s Self-Caterers, Wild Scotland and Sail Scotland – claim that the findings of their surveys demonstrate the urgent need for policy changes to ensure the viability of their sectors.

ASVA’s survey, undertaken in partnership with the Moffat Centre at Glasgow Caledonian University, was completed by 178 organisations representing over 350 visitor attractions. It showed 71% of the sector has re-opened, however 90% percent of these attractions are not recovering from the impact of the pandemic. Less than one in four is operating at an economically sustainable level and 46% of attractions fear their business will be unviable if physical distancing and international travel restrictions persist beyond the end of this month.

ASSC found that 32% of self-caterers were operating at reduced capacity, 16% simply breaking even, and a further 16% being open but financially unviable. Larger self-catering premises have been particularly badly impacted due to household meeting restrictions.

Meanwhile, Wild Scotland reported that out of those surveyed across the wildlife, adventure and activity sector who can reopen, more than one third saw their futures as unviable with 55% operating at under 50% capacity. Group size restrictions and physical distancing remain the most significant challenges severely impacting over 50% of businesses surveyed. It was also reported that if international restrictions remain almost a third of those surveyed will see their turnover reduce by 51%.

Furthermore, Sail Scotland reported 80% of charter and small cruise ship operators surveyed said they were trading at unsustainable levels under current guidelines. Group size restrictions along with physical distancing reduce the viability of the sector. Some 87% of respondents confirmed that lack of clarity and direction by the Scottish Government around guidelines for the sector were seen to be having a severe and crippling impact.

Collectively, the group of organisations has called for new and additional government grants to help their sectors survive until normal service can be resumed, clearer and more timely communication from the Scottish Government, the easing of household restrictions, and changes to physical distancing measures.

ASVA Chief Executive Gordon Morrison said: Our latest survey has confirmed that Scotland’s attractions sector is on its knees and desperately needs additional and significant financial support.

“Whilst there has been much talk of a recovery and staycation boom this year, as it stands under 2% of attractions are operating with turnover figures comparable to 2019. For as long as we see the continuation of 2 metre physical distancing and international travel restrictions, it will be impossible for the majority of attractions to recover from the devastating impact of the pandemic.  Business confidence remains very low, with fewer than one in five attractions optimistic about their financial performance for the next 12 months.

“Without Governmental intervention to help their survival and recovery, we are in real danger of some of our country’s most iconic attractions closing for good. These are not only the jewels of our £12billion tourism industry, they are integral to our culture, heritage and communities. Their loss would be catastrophic for Scottish tourism and for Scotland so we must ensure we sustain them and secure their future.”

The summary report of the ASVA / Moffat Centre summary report is available here

ASSC Chief Executive Fiona Campbell said: “These surveys from people across the length and breadth of Scottish tourism show one thing very clearly; important parts of our sector are falling through cracks in the Scottish Government’s response to COVID-19.

“While those of us in self-catering, alongside our colleagues in the other parts of Scotland’s tourism offering, have done everything we can to help the national effort against this virus, we simply have not had the support and clarity that we need.

“On behalf of my sector, and the others who have produced this deeply concerning data, I want to send a very clear message to those in power; help us before it’s too late.”

Wild Scotland Manager Victoria Brooks said: “Collectively as sector representatives, we have been battling away for months to support businesses across these vital sectors, the message has been loud and clear – more financial support is needed for those that are being severely impacted by restricted trading as a result of physical distancing, international travel restrictions and group size restrictions.  

“There is a real concern for the future as we head towards another winter following a second summer of restricted trading.  This is a sector with significant potential to drive tourism recovery with the increasing popularity for nature and the great outdoors. However, to fulfil this demand we need the Scottish Government to step up and support these important sectors to ensure survival”

Sail Scotland Chief Executive Alan Rankin said: “Month after month after month we have been advising the Scottish Government boat operators in the charter and small ships cruise sector were facing catastrophic market failure. The survey results have unfortunately confirmed such stark predictions.

“Operators have a short six-month season with 90% saying they will have 4 or less months trading this year and 80% confirming they are trading at unviable levels. Boat operators missed out on previous grants as they did not qualify under schemes requiring business rated premises.

“Marine tourism is a force for good bringing valuable trade to rural coastal and island economies. The knock-on effect of this sector failing has wider ramifications than loss of direct employment, skills and maritime assets built up over the years.”

hilst there has been much talk of a recovery and staycation boom this year, as it stands under 2% of attractions are operating with turnover figures comparable to 2019. For as long as we see the continuation of 2 metre physical distancing and international travel restrictions, it will be impossible for the majority of attractions to recover from the devastating impact of the pandemic.  Business confidence remains very low, with fewer than one in five attractions optimistic about their financial performance for the next 12 months.

“Without Governmental intervention to help their survival and recovery, we are in real danger of some of our country’s most iconic attractions closing for good. These are not only the jewels of our £12billion tourism industry, they are integral to our culture, heritage and communities. Their loss would be catastrophic for Scottish tourism and for Scotland so we must ensure we sustain them and secure their future.”

In a statement to the Scottish Parliament today, First Minister Nicola Sturgeon advised of a further slowing down of the easing of restrictions.  She confirmed that there would be no changes to the current COVID-19 Protection Levels and also cautioned that it was unlikely any part of Scotland would move down a Level at next week’s review. This will consider possible changes from 28 June onwards. 

It had been previously hoped the country would move to Level 0, but Ms Sturgeon warned that it was more likely that current restrictions would be kept in place for a further three weeks to give more time for people to be fully vaccinated. She also said any changes that can be made safely within the Levels will be considered.

The Scottish Government intends to publish two pieces of work next week – both of which will look ahead to the restoration of a much greater degree of normality.  The first of these will be a paper setting out what life will look like beyond Level 0, when all or virtually all restrictions can be lifted at some point over the summer. The second will be the publication of the outcome of the governmental review on physical distancing.

The physical distancing review – and the fact that continuing 2-metre restrictions are preventing so many visitor attractions from operating viably – is a key issue for our sector, and one on which ASVA has been lobbying for change; we have been making a robust case for distancing restrictions at attractions to be reduced to 1-metre in line with the hospitality sector.

Commenting on today’s announcement by the First Minister, ASVA Chief Executive Gordon Morrison said: “Whilst it is encouraging to hear that we will be given a clear steer next week on what beyond Level 0 will look like, as well as the publication of the hugely important review of physical distancing measures, the news about a further delay in easing of restrictions presents considerable challenges for our highly seasonal industry.

“As it stands, attractions across the country are facing up to ongoing prohibitive restrictions – such as 2-metre physical distancing – well into the summer season, which means that many will not be able to operate at an economically viable level and will not be able to build vital reserves for the winter. Further financial support for the sector is therefore now essential to ensure that our world-class visitor attractions will be ready and able to lead the full recovery of Scottish tourism in 2022.”  

The full statement made by the First Minister today can be read here.

We were shocked and saddened by the news that ASVA member, the Scottish Crannog Centre – an outstanding, much-loved visitor attraction as well as a unique, invaluable living history educational facility – was devastated by a dreadful fire on Friday night (11 June) .

The Iron Age roundhouse, which stood on stilts on the shore of Loch Tay, near Kenmore in Perthshire, was engulfed in flames and the blaze very rapidly destroyed the structure. Very thankfully there were no casualties but the Centre’s team, the local community and Scotland have suffered a huge loss as a result of the incident.

Director of the Scottish Crannog Centre, Mike Benson, said: “It’s just a devastating blow. It’s such a much-loved icon, you can’t think of Loch Tay without thinking of the Crannog Centre. It’s been here for 25 years and has been so incredibly loved. The main thing is nobody has been hurt. The crannog has gone but it is not the end of the story.”

Mike says that since the fire, he has been ‘inundated with support’. The local community has been particularly sympathetic, with neighbouring business Loch Tay Highland Lodges having set up a crowdfunder. ASVA is encouraging the visitor attractions community throughout Scotland to support this financial appeal to help the Scottish Crannog Centre. Donations can be made via the JustGiving page at https://bit.ly/35kFF0l

The Centre – a unique Iron Age history experience which is integral to interpreting and sharing Scotland’s story – is also receiving help from Museums Galleries Scotland (MGS). Over the last year MGS has awarded grants from the Scottish Government totalling over £283K for the Scottish Crannog Centre’s far-reaching work to welcome visitors, increase employment opportunities in the local area, and support vocational learning with young people through Modern Apprenticeships and the Kickstart Scheme.

Museums Galleries Scotland Chief Executive Lucy Casot said: “The Crannog team worked so hard to continue their vocational learning opportunities with young people during the pandemic and welcome visitors back once it was safe to do so. Our hearts went out to the team when we heard about the fire and the immense loss of the iconic crannog reconstruction will be felt by many. We are working closely with the team and this will continue as we understand the immediate and longer-term support requirements. The community that is at the heart of the Scottish Crannog Centre needs our support now as they recover and rebuild from the fire. We encourage the many people who enjoy the Crannog to donate to its financial appeal.”

The Scottish Crannog Centre community is widely recognised for innovation, ambition, and care for its local area – qualities that, with support, will be central to its recovery from the fire.

On Friday 11 June, the UK Government announced its Tourism Recovery Plan which sets out future policy for the industry and the Government’s ambitions for domestic and international tourism The specific aims of the Plan are to:

  • Recover domestic overnight trip volume and spend to 2019 levels by the end of 2022, and inbound visitor numbers and spend by the end of 2023.
  • Ensure tourism’s recovery benefits every nation and region, with visitors staying longer, growing accommodation occupancy rates in the off-season and high levels of investment in tourism products and transport infrastructure.
  • Build back better with a more innovative and resilient industry, maximising the potential for technology and data to enhance the visitor experience and employing more UK nationals in year-round quality jobs.
  • Ensure tourism contributes to the enhancement and conservation of the country’s cultural, natural and historic heritage, minimises damage to the environment, and is inclusive and accessible to all.
  • Return the UK swiftly to its pre-pandemic position as a leading European destination for hosting business events.

In addition to increasing the focus on sustainable tourism and on data and technology – to capitalise on information and insights – new initiatives have been announced to boost tourism and support attractions. These are:

Days Out Voucher Scheme:  A £10 million consumer promotion between VisitBritain and the National Lottery will see players having the chance to claim vouchers to redeem at tourist attractions across the UK between September and March 2022. The scheme aims to encourage trips beyond the peak summer season. Businesses taking part will be required to ensure they are using the We’re Good to Go industry standard.

As ASVA members and stakeholders will be aware, we have been supporting VisitScotland on its development of a voucher incentivisation scheme to support Scottish tourism by promoting days out to visitor attractions. VisitScotland is now reviewing its plans and discussion is taking place on whether there is an opportunity to align this recovery project with the national Voucher Scheme or, indeed, incorporate the two initiatives. 

Rail Pass Scheme:  A new scheme for ‘staycationers’ is being developed to encourage, and make it easier for, domestic tourists to get around the country using the rail network. The intention is to create a new pass scheme to build on the success of rail tourism products such as the BritRail pass, which is sold through VisitBritain and provides international visitors with flexible travel across the country and provides discounted entry to tourism attractions. The aim is to launch the new rail pass scheme later in the year.

You can read the full details of the Tourism Recovery Plan here.

In her update to the Scottish Parliament today (Tuesday 1 June), the First Minister Nicola Sturgeon announced that, as a result of coronavirus cases stabilising in Glasgow, the city can move down to Protection Level 2 from 00.01 on Saturday 5 June. This means that travel to and from Glasgow can once again open up – a significant and positive development for attractions both in Glasgow and across the country.

Ms Sturgeon also advised that a ‘slight slowing down’ of the anticipated further easing of restrictions for much of Scotland’s Central Belt is however necessary.  Stressing that the decision represented ‘a pause, not a step backwards’, she said that it was important to ‘err on the side of caution’ in recognition of high coronavirus case numbers in some areas – mainly due to outbreaks of the highly-transmissable ‘Delta’ variant – and to reflect the fact that a large proportion of the population is not yet fully vaccinated.

A total of 13 mainland authorities will therefore remain under Level 2 restrictions while the situation with the virus is monitored closely. These are, by Health Board area: East Dunbartonshire, East Renfrewshire, Renfrewshire, East, North, and South Ayrshire, North and South Lanarkshire, Edinburgh and Midlothian, Stirling and Clackmannanshire, and Dundee.

Many areas north and south will move down to Level 1 on 5 June – slightly earlier than provisionally planned – as a consequence of a range of factors, including lower numbers of coronavirus cases and higher vaccination rates. The 15 areas moving to Level 1 are: Highland; Argyll and Bute, Aberdeen City, Aberdeenshire, and Moray. Angus; Perth and Kinross, Inverclyde and West Dunbartonshire, Falkirk, Fife, West Lothian and East Lothian, The Scottish Borders, and Dumfries & Galloway.

The islands currently in Level 1, including Shetland and the Western Isles, will move to Level 0 on 5 June, and Ms Sturgeon highlighted the continuing importance, for those travelling from the mainland to the islands, of ensuring COVID tests are carried out in advance of trips.

ASVA CEO Gordon Morrison said: “It is welcome news of course that Glasgow visitor attractions and tourism businesses, after eight months under stricter rules, can finally move down to Level 2. Today’s announcement will however have brought mixed responses from attractions elsewhere in the country – with disappointment from those having to remain in Level 2 for the time-being and relief for others able to move to Levels 1 or 0 on Saturday.

“It remains the case though, that so many visitor attractions throughout Scotland are unable to operate at sustainable levels as a result of continuing restrictions, most particularly 2-metre physical distancing. We are therefore continuing our efforts to lobby robustly for change on this vital issue and very much hope that it will not be much longer until the situation changes to allow operators throughout the country to operate viably.”

Full details of the Protection Levels for each area, and their relevant restrictions, as announced today in the First Minister’s statement, are available here.

You can read the full statement here.

Applications open tomorrow, 1 June, for a new £3 million Destination & Sector Marketing Fund which aims to support the revival of tourism in Scotland.

Part of the £25 million Scottish Government industry recovery programme announced in March, the Fund is one of 10 proposals developed by the Scottish Tourism Emergency Response Group (STERG) in collaboration with the Tourism Task Force.

The Fund, which will be managed and delivered by VisitScotland, has been designed to accelerate tourism recovery in the immediate to medium term by focusing on the domestic market.

Destination and sectoral groups across Scotland are being encouraged, through the Fund, to develop and promote strong visitor propositions – both sustainably and responsibly – to help stimulate all-year-round demand in the UK and Ireland market.  

The funding is being made available to enable the destination and sector organisations to carry out targeted campaign activity marketing visitor experiences that are aligned to identified post-COVID-19 trends and reflect what consumers are now looking for. The initiative is therefore designed to help the sustainable recovery of the industry going forward. 

The Destination & Sector Marketing Fund will operate across three tiers:

  • Tier one – City Region Award Programme (awards between £50,000 – £100,000). Closing date for applications: 29 June
  • Tier two – Pan Scotland Sector Groups & Regional Destination Organisations (awards between £40,000 – £80,000). Closing date for applications: 3 July
  • Tier three – Local Destination Organisations, Marketing Groups & Non-Pan Scotland Sector Groups (awards between £10,000 – £20,000). Closing date for applications: 23 July

Please note, this funding is not available to individual businesses, it is purely for destination and sector organisations. We are highlighting the opportunity as we know that many of our members will be involved in local/regional destination organisations or marketing groups and may wish to apply as part of such a group.

Information on the Fund criteria and eligibility requirements for each tier, as well as details of how destination and sectoral groups can apply, can be found here.

VisitScotland is hosting a webinar about the Fund on Wednesday, 2 June at 2pm-3pm. Senior Marketing Fund Manager Emma Hallington will provide a overview and participants will have an opportunity, via the web chat, to ask questions as part of a Q&A session. You can register for the event here.

In a statement to the Scottish Parliament yesterday (26th May), setting out the priorities for the Scottish Government, the First Minister Nicola Sturgeon confirmed that tourism is recognised as a priority industry and will continue to receive support to aid the recovery of the country’s economy.

The most immediate priority for the Government, Ms Sturgeon said, is to lead Scotland safely through and out of the pandemic. She referred to the ‘ambitious programme to drive recovery’ her party set out during the election campaign and stated that the Government is now intent on delivering on those commitments.

Listing a number of key ways in which the Government will promote economic recovery, Ms Sturgeon said: “We will support specific business sectors – including food and drink, and tourism.”

In addition to acknowledging the industry’s importance to the economy and pledging the Government’s commitment to supporting it as a priority, Ms Sturgeon referred to a number of related sectors and areas that it will also focus on to drive Scotland’s recovery.

These included the Government’s intention to publish a plan for the safe reopening of cultural venues and performances and to support the events sector. Promoting fair work and sustainability, or ‘a green recovery’ have also been identified as priorities in planning for and delivering Scotland’s economic resurgence from the impact of COVID-19.

Highlighting her belief that Scotland is now on the right track out of the pandemic, Ms Sturgeon also said that within the next three weeks, the Government plans to set out its expectations for the stage beyond Protection Level 0 – and importantly, the restrictions that will still apply and affect business operations for our industry and sector.

ASVA Chief Executive Gordon Morrison said: “The First Minister’s confirmation that tourism will be a priority for Scottish Government support is very welcome news for the attractions sector, which is a major contributor to the country’s £11 billion industry. It is now imperative that we hear how and when the country will move through and out of the current Levels system. Even at Level 0, there are currently restrictions that will impact on viable trading in our sector. We therefore need a clear plan for how and when these restrictions will be safely removed.

“The recent appointment of Minister for Business, Trade, Tourism and Enterprise, Ivan McKee MSP – supporting Cabinet Secretary for Finance and the Economy Kate Forbes MSP – transferred tourism into the Government’s economy portfolio.  This is a significant development for our sector as it demonstrates the Government’s acknowledgement and recognition of the pivotal role tourism – and our hugely important sector – will play in driving Scotland’s economy and leading its recovery.”

With much of the tourism industry reopening, ASVA and the Moffat Centre for Travel and Tourism are asking all Scottish attractions to complete a quick survey to help us ascertain current business performance, recovery prospects and confidence levels within the attractions sector.

The survey – which should only take approximately 10 minutes to complete – closes at midnight on Monday 31 May.

We will be using the data collected in the survey to help inform the attractions sector and key stakeholders, including the Scottish Government and VisitScotland, about the prospects for, and needs of, the sector in 2021.  The survey results will also be used to inform and shape ASVA’s ongoing lobbying efforts with the Scottish and UK Governments. 

It is through data collected from these surveys that we can best inform and argue on behalf of the industry. It is therefore essential that we receive as many responses as possible to help us ensure that the sector’s needs are being represented.

No sensitive material for individual attractions will be published.

Please complete the survey by clicking here.

The First Minister announced that on Friday 14 May that, whilst most of mainland Scotland could move into Protection Level 2 on Monday 17 May, and some island communities could move straight into Level 1, Glasgow and Moray Speyside must remain in Level 3 for at least another week due to their high rates of COVID-19 cases.

Travel to and from Glasgow and Moray Speyside is therefore currently prohibited other than for permitted purposes. Visiting an attraction is not classified as a permitted reason. This means that visitor attractions in Glasgow and Moray should not be welcoming visitors from outwith their own Local Authority areas. Attractions in other areas should note too that they should not currently be enabling access to visitors from Glasgow and Moray. Information on Level 3 restrictions, detailing what is and is not possible, is available here.

Targeted financial support is being made available by the Scottish Government for affected businesses in Glasgow and Moray. The funding is being provided to businesses that are specifically impacted – ie. required to either remain closed or continue to operate under Level 3 restrictions but otherwise would have been permitted to open on 17 May had their area moved into Level 2.

Visitor attractions in Glasgow and Moray are eligible for funding support; the criteria for eligibility specifically states attractions are entitled to it. The grants will be paid automatically to businesses, there is no application process. The funding details are as follows:

Glasgow : If you operate a tourism business in Glasgow that the Scottish Government considers to be impacted by travel restrictions but are not specifically required to close or modify your operations by Regulation at Protection Level 3, you are eligible for:

  • a one-off grant of up to £500 for properties with a Rateable Value of £51,001 or over; or
  • a one-off grant of up to £250 for properties with a Rateable Value up to £51,000 or which pay Council Tax rather than Non-Domestic Rates

Moray : If you operate a tourism business in Moray that the Scottish Government considers to be impacted by travel restrictions but are not specifically required to close or modify its operations by Regulation at Protection Level 3, you are eligible for:

  • a one-off grant of up to £1,000 for properties with a Rateable Value of £51,001 or over; or
  • a one-off grant of up to £500 for properties with a Rateable Value up to £51,000 or which pay Council Tax rather than Non-Domestic Rates

More details on the funding support can be found here.

ASVA will continue to lobby the Scottish Government for further financial support for those businesses impacted by the latest restrictions. Throughout the pandemic, we have highlighted consistently that the level of financial support for our sector, whilst welcome, has not been at a level to support the sector through to recovery. We will continue to advocate for further support, not just for our members in Glasgow in Moray, but across the country, as it is very clear that there is no full recovery for our industry on the immediate horizon.

Today, a survey has been launched by ASVA and the Moffat Centre for Travel & Tourism , to capture up to date information about current business performance, recovery prospects and confidence levels within the attractions sector. We would urge all ASVA members to complete the survey (which can be found here), as the information gathered from it will be used to inform and shape ASVA’s ongoing lobbying efforts with the Scottish and UK Governments. 


As visitors start to take advantage of the fact that many of Scotland’s attractions have re-opened, it’s important to remember those who would love to enjoy your visitor experience in person but are unable to visit due to personal circumstances or challenges.

Scotland’s unpaid carers are one such group; their often onerous responsibilities mean they are seldom able to enjoy days out and trips to attractions. Thanks to a pilot project however, these very deserving and often unsung heroes are being given an opportunity to enjoy virtual and online visitor experiences.

The Respitality at Home project- created through a partnership between VisitScotland, Shared Care Scotland and local carers organisations – is calling on tourism businesses to show their support of the country’s carers by offering them a virtual visitor experience.

ASVA is encouraging attraction members that are able to provide virtual tours, events and experiences to get involved in this very worthwhile scheme. Supporting it is a great way to recognise and show appreciation of Scotland’s 1.1 million unpaid carers, for whom short respite breaks are vital for their health and wellbeing.

Feedback from carers who have already enjoy virtual experiences highlight just how much they are valued:

  • “It was a really great event and was the first thing my husband and I have been able to do together in many months as one of us is usually caring for our son (to let the other have some time out of caring). It almost felt like a date!” – Tommy Dewar’s Whisky Rambles with Dewars Aberfeldy Distillery
  • It was great to see the animals live, our guide was excellent – a very interactive and fun session which was also educational and relaxing at the same time!” – A Walk on the Wild Side with Edinburgh Zoo
  • “I enjoyed learning about the castles with their different styles and hearing about them and the history from the experts” – Know your castles, Historic Environment Scotland

The Respitality at Home pilot – timed to coincide with Carers Week in mid-June – runs until the end of June.  You can find out more about the project and how you can get involved by contacting  Kerry Donaghy, Respitality Scotland Coordinator on 01383 622462 or respitality@sharedcarescotland.com or Hayley Burton, VOCAL Partnerships Development Officer on 0131 622 6666 or hburton@vocal.org.uk.

Kerry and Hayley would also be pleased to hear from ASVA members interested in discussing future opportunities to support virtual breaks for carers.

The latest UK Consumer tracker survey conducted by VisitBritain between 19 and 23 April provides a wealth of findings related to tourism and travel.  Overall, the results present evidence of increasing public confidence in planning trips around the country, based on optimism that ‘the worst of the pandemic has now passed’ – stated by two in five UK adults – due in part to the success of the vaccine roll-out.

Of specific relevance to the attractions sector are the results on consumers’ interest in, and engagement with, indoor and outdoor venues and activities.  The results not only reflect public awareness that the risk of COVID-19 infection transmission is at its lowest outside, but also highlight the degree of caution that exists regarding indoor public spaces. The key points were that:

  • Most likely to attract fewer visitors/engagement than normal are ‘predominantly indoor attractions’, followed by ‘catering, entertaining and events’, then ‘health or wellbeing activities’.
  • Most likely to attract more visitors/engagement than normal are ‘outdoor areas’, followed by ‘outdoor leisure or sports activities’, then ‘outdoor attractions’.
  • Engagement levels for outdoor areas and activities have dipped since the last wave of COVID-19, although they continue to generate positive levels of intent.

VisitScotland’s summary of the survey’s Scottish findings highlight how many people intend to take holidays in Scotland or make trips throughout the country. The summary notes that:

  • One in seven UK and Scottish adults anticipate taking an overnight trip in the UK in spring. Of those planning to take a trip, 62% of Scottish residents plan to take their overnight break in Scotland in spring, with 60% planning a summer (July – September) break.
  • Many Scottish residents are only considering Scotland as their destination from now until the end of summer. The next most loyal audiences for choosing Scotland are those in the north of England, in particular the north west.
  • Around two in five (42%) people who intend to travel in Scotland in spring currently planning their trip, and just over a third having booked it.
  • One in four (26%) have started planning their summer trip with one in five (21%) having booked it. Generally, there’s still a tendency for people to be planning further ahead than normal but booking significantly closer to the travel date (though this may be different for certain types of accommodation in specific locations with high demand).
  • The Highlands is the number one destination for both Scots and UK residents. The west coast is noticeably more popular for Scottish residents, while Edinburgh is more of a draw for non-Scots, amongst whom it is the second most popular destination (almost three times more popular than amongst Scots). 

You can read VisitScotland’s summary of the Scottish findings of the UK Consumer tracker survey here. The complete survey findings can be accessed here.

Our colleagues at The Association of Leading Visitor Attractions have shared with ASVA the findings of the latest research commissioned by ALVA into visitor sentiment. The research was carried out by insight-led consultancy Decision House to gauge the views of the public on visits to re-opening venues. The key findings of the study, carried out at the end of April, were that :

  • Since early March there has been a further very strong positive shift in appetite for visiting attractions when they re-open. In particular, much of the large ‘stubbornly cautious’ segment is now at least beginning to consider visiting attractions.
  • With visit appetite now way higher than at the point when attractions re-opened in 2020, we might expect higher demand than last year – particularly once the ‘wait and see’ segment are reassured on safety.
  • Although still lower among those aged 55 or over, visit appetite has grown significantly across all age groups since early March and regional differences have disappeared.
  • Even with the perceived success of the vaccine rollout and continued declining infection rates however, there is a lingering nervousness about the visit attraction experience when returning to visit – particularly around crowds and distancing.
  • Three-quarters of the attractions-visiting public are not yet ready to remove Covid-19 safety measures, especially those focused on distancing.
  • Once vaccines have been fully rolled out to the population, there is notable support for some form of ‘proof of vaccination or exemption’ to gain entry to attractions, particularly indoor venues.

Bernard Donoghue, Director of ALVA, comments: “The research carried out for us by Decision House is hugely valuable. It will assist attractions planning or managing their re-opening and help them to take account of the views of their visitors, particularly before relaxing or ending distancing or other mitigation measures – there is clearly a lot of caution about abandoning these too early. 

We have been very pleased to fund and commission this research, first undertaken this week a year ago, and to provide it free of charge to all those working in the sector.”

ASVA Chief Executive Gordon Morrison adds: “We are grateful to ALVA for once again sharing these very useful insights with us. The findings reflect what we are hearing from our conversations with ASVA members. Those that have re-opened are reporting consistently that visitors are responding very positively when on site, however visitor numbers remain stubbornly low, particularly at indoor venues.  

“ASVA will be reaching out to members in the next few weeks to collect data on re-opening in order for us to inform key stakeholders, including the Scottish Government, about the ongoing impact of COVID-19 on our industry and the need for further financial support. I would respectfully ask all members to take part in this crucial data gathering exercise.’’

The full research report is available here.