Helen Henderson

The latest ASVA Visitor Attractions Barometer reports, for May 2023, are now available to view in the Members Area of our website. 

Analysing the 2023/2022 data, ASVA attractions experienced a16.8% increase in visitors in May 2023 compared to May 2022, with the year-to-date figures (January – May) up by an impressive 26%. Factors such as the three Bank Holidays and the King’s Coronation, will have played a part in the May increase, but it must also be noted that the sector was still experiencing some covid related issues in the first half of 2022, particularly in relation to the slow return of international visitors, so it is no surprise to see the 2023 figures outstrip those of 2022.

When comparing attendance in May 2022 with the same period in 2019, visitation remains down by 19.9% for the month and 13% for the year to date, on what is widely regarded as the last ‘normal’ year before the pandemic. However, with operational issues considered including the recruitment and retention of staff (both paid and volunteers), increased costs of doing business due to inflation and the consumer cost of living crisis influencing decisions, it must be recognised that these are relatively strong figures, certainly as strong as we have seen since the start of the pandemic.

Data from the Scottish Retail Consortium showed that the additional Bank Holiday, the King’s Coronation and the continued good weather saw total retail sales figures increase by +10.9% year-on-year in May. Retail sales in Scotland held steady in May with a growth of +7.7% in May with a growth of +7.7%. Food sales continue to be the biggest growth area, aided by the aforementioned events and community/family gatherings.

Domestic consumer sentiment provided by the National Tourist Boards for May 2023 found that 49% of respondents were cautious about demand and were concerned with cost escalation. The survey recorded 18% of respondents (a 3% decrease on the April 2023 Survey) saying they were ”hit hard – no option but to cut back on spending. Despite consumer concern about the state of the economy, 20% of UK adults intend to take a domestic overnight trip in the second quarter of 2023 although that figure rose to 76% in the following 12 months. However, the key three barriers to taking an overnight UK trip in the next six months were; Rising cost of living, UK weather and personal finances.

The recovery in international inbound visitation continues in May 2023; with the Eurocontrol (European Air Traffic Agency) indicating that UK air connectivity saw a 4% increase when compared to the same period in 2022, however, UK air connectivity had seen a -10% decrease in year-to-date flights compared to 2019.

There is certainly no obvious pattern as yet when it comes to the recovery. As has been the case for the past few years, Outdoor/Nature attractions certainly continue to lead the recovery, up 1.9% year to date on 2019, but the figures for May were not quite so healthy as they have been (down 36.6% on 2019).  It is only when we look on a more granular level that we see that it is not so much about attraction category or even region the attraction is in that is determining the speed of recovery, it is whether yours is an attraction that is proving to be appealing and recognised to international visitors. Many of these types of attractions are close to or in some cases exceeding pre-pandemic numbers, most notably, but not surprising given media attention of late, St Giles Cathedral (up 25% on 2019).

The recovery certainly remains patchy overall, and there are fluctuations month by month in terms of visitor numbers across different regions and attraction types. However, for the most part, we can take encouragement that, overall, numbers are getting better and confidence levels within the sector are reasonably good about the summer season.

The latest ASVA Visitor Attractions Barometer reports, for April 2023, are now available to view in the Members Area of our website. 

Comparing the 2023 figures to those of 2022 continues to present some challenges simply because there was considerable covid disruption in the early part of 2022, and as a consequence, there were issues with consumer confidence relating to the visiting pf indoor attractions. International travel restrictions were also still very much in place, so trading conditions remained far from ‘normal’.  It is therefore little surprise to find that when we look at the visitor numbers from 2023 vs those of 2022, we see that the April ’23 figures are up more than 20% on those of the corresponding month in 2022, and indeed, up further still, by more than 30%, when comparing the year to date (January to April). 

Whilst we can, and should, celebrate the fact that numbers are up on 2022, we need to look back to 2019 to get a more accurate benchmark for the recovery. Comparing April 2023 figures with those of April 2019, we find that, across all ASVA member sites, the sector was down by just over 9% for the month, and for the year to date (January- April), ASVA members are down by just over 11%. Whilst this shows there is still some way to go before the industry is back to pre-pandemic levels, and for certain parts of the sector, there is still some way to go, the trend we are seeing is one of gradual improvement month by month, with numbers slowing starting to climb back up towards the high watermark of 2019.

Looking at the figures in a little more detail, the recovery of the sector is definitely somewhat patchy. It is interesting to note that, in the main, attractions in the Highlands of Scotland are outperforming those in other regions, with Highland attractions up 15.8% for the month and 0.3% year to date on 2019 figures. This trumps other areas where the recovery is stronger, including Edinburgh & Lothians (down 5.6% for the month and 8% year to date on 2019) and Fife (down 1.5% for the month and 9.8% year to date on 2019). Aberdeen and Grampian is perhaps the most interesting to view however, as the year to date figures there see attractions in this region up by a very impressive 2.3%. There are signs of a slight slowdown however, as the monthly figures show that April was ‘only’ up 2.2% on 2019, so a significantly slower increase than that seen in the Highlands.

In terms of type of attraction, Outdoor/Nature attractions continue to perform well, up 13.4% year to date on 2019, though they are a little down (by 5.2%) for the month. Perhaps the most interesting development is the significant increase in visitors to Historic Houses/Palaces (up 3.1% for the month and 9.7% year to date on 2019) and Other Historic Properties (up a staggering 34.7% for the month and 22.1% year to date on 2019). There was clearly a significant Eater bounce for ‘Other Historic Properties’ in particular, with visitors flocking though the doors to undertake Easter related activities.

These are all positive figures to report, but as can be seen from other regions and other sector types are seeing much more patchy performance, e.g. Greater Glasgow down 13.9% for the month and 18.1% year to date on 2019, and Museums/Art Galleries down 15.9% for the month and 24.5 year to date on 2019. And, as mentioned last month, visitor numbers are just one metric here and are not providing us with the complete story in terms of the recovery. Rising costs and staffing recruitment challenges are undoubtedly impacting on performance and the bottom line across many attractions. Even with more visitors returning in good numbers in 2023, it is therefore not necessarily the case that every attraction operator is looking confidently ahead.

The ASVA Visitor Attractions Monitor 2022 End of Year Report, and additional annex, are both now available. These documents provide members with details of visitor figures for 2022, compared to both 2021 and 2019, as well as a wealth of additional data and insights for the year including:

• Visitor profile information
• Adult and child visitation
• Average spend
• Web & social media activity
• Key priorities for the industry
• Challenges faced within the sector

The reports show that, despite the fact that the shadow of covid-19 was still present in 2022, and other external events beyond the sector’s control, most notably the cost-of-living crisis, presented considerable challenges, it was a year when many attractions saw visitor numbers gradually creep up towards pre-pandemic levels. Visitor numbers to ASVA attractions improved by over 88% when compared to 2021. Admittedly 2021 visitor figures are a relatively low bar from a comparison standpoint, but it is never-the-less pleasing to see this improvement. However, it is only by comparing the 2022 visitor figures with those of 2019, the last year without any kind of pandemic disruptions, that we get a full and accurate picture of to what extent 2022 was indeed a year of recovery. Overall visitor numbers to ASVA attractions in 2022 were just over 23% down on those reported in 2019.

It is also worth noting that, whilst visitor numbers remained lower than what we have experienced pre-pandemic for the majority of attractions, and despite the cost-of-living crisis, those who did cross our doors, were looking to spend money. Average visitor spend on retail in 2022 was an impressive £2.90 per visit, as opposed to £2.27 in 2021 and 1.96 in 2019, and the average spend in catering was £2.82, up from £2.23 in 2021 and a far more modest £1.40 in 2019. Of course, inflationary pressures and increasing prices will have played a role in this, however the trend we saw emerging in 2020 and 2021, where improved visitor experience, with visitors enjoying more time and space and more interactions with staff working at our venues, was leading to higher spend per visit, has continued in 2022.

Both the end of year report and the annex can be viewed in the Statistics, Surveys & Research section of the Members Area of the ASVA website (please note: scroll to the bottom of the page to find the reports).

The latest ASVA Visitor Attractions Barometer reports, for February 2023 are now available to view in the Members Area of our website.

As has been noted in the previous report for January, comparing early 2023 figures to those of early 2022 presents some challenges, primarily because there was still quite considerable covid disruption in early 2022, as well as issues with consumer confidence, particular over matters regarding visiting indoor attractions. In February 2022, we were still dealing with the ramifications of the omicron variant of covid-19 and, of course, international travel restrictions were still very much in place, so trading conditions were far from ‘normal’.  It is therefore little surprise to find that when we look at the visitor numbers from 2023 vs those of 2022, we see that the Feb ’23 figures are up a massive 43.4% on those of the corresponding month in 2022, and indeed, for the first two months of the year, they are up by 47.6% on the same period in 2022.

Whilst we can, and should, celebrate the fact that numbers are considerably up on 2022, we need to look back to 2019 to get a more accurate benchmark for the recovery. Comparing February 23 figures with those of February 2019, we find that, across all ASVA member sites, the sector was down by 15.2%, and for the year to date (Jan & Feb figures combined), ASVA members are down by just under 14%. This shows that there is still some way to go before we can talk of a full sector wide recovery.

Looking at the figures in a little more details, there is no indication as yet that the cost-of-living crisis is impacting too much on consumer behaviour. Indeed, paid attractions (down 6% for the month and 8% for the year) appear to be faring better than free attractions (down 20% for the month and 17% ytd), so there is no clear sign of visitors sacrificing paid for experiences for free activities. There is also little in the way of a pattern when it comes to types of attraction being visited. Outdoor sites continue to perform above the norm, for the most part at least, with Outdoor/Nature attractions up 17% for the month and 29% ytd, indicating that people are still enjoying the great outdoors despite the inclement weather. However, it is also interesting to see Historic Houses and Wildlife attractions also enjoying a relatively good month (up 10% and 13% respectively), so it is not just outdoor attractions that have been attracting visitors.  

Perhaps the best word to describe the year so far is ‘patchy’. Some sites are enjoying a very good start to the year, whilst others are still to see a full recovery. And, of course, visitor numbers are just one part of the story here. Rising costs are impacting almost every attraction across the country, and with most operators unwilling or unable to pass these costs onto visitors, margins are becoming tighter and tighter. Even with more visitors returning therefore, it is not necessarily the case that we can say that everyone is feeling confident about business success this year.

However, here’s to numbers continuing to pick up month after month, and hopefully, we are indeed starting to see the long-awaited recovery for our sector.

The first 2023 ASVA Visitor Attractions Barometer reports, for January 2023, are now available to view in the Members Area of our website.

As with reports in 2022, this year, in consultation with our partners at the Moffat Centre, we have decided to continue to produce two reports per month to give you the best possible insights available. The first report will compare 2023 figures with those of last year. However, we are well aware that there were still periods in early 2022 in particular when trading conditions were far from normal. For example, for much of January 2022, we still had a considerable number of Omicron-related restrictions in place, which severely limited visitor numbers, particularly in indoor settings. We also know that members have valued, and continue to value, comparisons with pre-pandemic conditions when analysing visitor data, Therefore, we have decided to produce a second report in parallel with the 2023/2022 report. This second report will compare figures from 2023

with those of 2019, the last full year of trading before the pandemic struck in early 2020.

When comparing January 2023 figures to those of 2022, we can immediately see the importance of comparing data with 2019, and not just last year. Overall, visitor numbers to ASVA member sites were up just under 59% in January 2023, when compared with those of January 2022. However, this presents an entirely distorted picture of the ‘recovery’. It is only when we analyse the 2023 figures against those of 2019, that we clearly see that the sector has not yet reached the levels of visitation that we were experiencing pre-pandemic. In January 2023, visitor numbers were down just under 13% from those experienced in January 2019. This is actually as healthy a picture as we have reported for some time, so there are certainly grounds for some optimism here when looking to the season ahead. However, the January data alone does not provide us with enough evidence of patterns as yet to make any confident statements about the year ahead. What we can say with confidence is that it appears fully justified, for this year at least, that we continue to report figures compared not just with the year before, but also with 2019. Only by looking at figures from before the pandemic will we see just how much the sector has bounced back from the ravages of the last few years and the multiples crises we have been dealing with, and indeed continue to deal with.

The latest ASVA Visitor Attractions Barometer reports, for November 2022, is now available to view in the Members Area of our website.

As has been noted in previous reports comparing 2022 figures to those of 2021 presents some challenges, primarily due to the levels of covid disruption that were still being experienced through much of 2021. Whilst Scotland was ‘Beyond Level 0’ in November, under the Scottish Government’s Strategic Framework for Recovery, a number of covid measures, such as compulsory face coverings and the requirement for test and protect information in hospitality settings, remained in place. Consumer confidence in visiting attractions was also very fragile at this corresponding period in 2021, so visitor numbers to certain types of visitor attractions, particularly indoor sites with enclosed spaces, were considerably lower than they would be in a ‘normal’ year. This helps to explain why, when we compare visitor numbers across ASVA member sites in November 2023, with those of November 2021, the figures for this year are considerably up.  Visitor numbers were up by almost 40% for the month and over 93% for the year to date, January to November.

Comparisons beyond 2021 data is therefore needed if we are to better understand how the season has been for Scottish attractions in 2022. By comparing November 2022 to November 2019 – a year without restrictions or crises – we get a clearer picture on how the sector has actually fared.

Looking at November ’22 vs November ’19, visitor numbers across all ASVA attractions were down just over 11% for the month and 24% for the year to date. Whilst these are strongest visitor figures that have been reported collectively by ASVA members since the start of the pandemic, the sector as a whole is still down on numbers by almost a quarter of what would be regarded as a ‘non-crisis’ year.  

Looking more closely at the different types of attractions, for the most part, even with colder weather conditions, outdoor venues still continued to outperform their indoor counterparts in terms of speed of recovery of visitor numbers. Outdoor/Nature attractions were actually up considerably, by 25%, on the corresponding month in 2019, and for the year to date, numbers for this sector are up by 5% on where they were in 2019. When compared to the likes of Castle & Forts (down 42% for the year to date), Other Historic Properties (down 29% year to date) and Museums & Galleries (down 29% year to date), it can be seen that much of the sector has a long way to go to get back to pre-pandemic levels of visitation.

On top of this, increases in the cost of doing business, issues with recruitment & retention of staff and, of course, the impact of the cost-of-living crisis on the consumer are undoubtedly now causing challenges which will inhibit the sector’s recovery as we move into 2023, particularly for those attractions who largely rely on local and domestic visitors.

ASVA continues to shine a spotlight on the conditions many of our members are facing to both the Scottish and UK Governments, including the very pressing challenges being faced that those venues where energy contracts are ending and they are facing financially crippling new bills. We also continue to highlight the importance of our sector to tourism in Scotland and to our country’s economy and cultural standing, to ensure that those in the corridors of power fully understand the very real need to continue to support our sector through challenging times.

The latest ASVA Visitor Attractions Barometer reports, for October 2022, are now available to view in the Members Area of our website.
 
As has been noted in previous reports, comparing 2022 figures to those of 2021 presents some challenges, primarily due to the levels of covid disruption that were still being experienced through much of 2021. Whilst Scotland was ‘Beyond Level 0’ in October, under the Scottish Government’s Strategic Framework for Recovery, some covid measures, such as compulsory face coverings and the requirement for test and protect information in hospitality settings, remained in place. Consumer confidence in visiting attractions was also very fragile at this corresponding period in 2021, so visitor numbers, particularly to indoor attractions, visitor numbers, were considerably lower than they would be in a ‘normal’ year. It is therefore no surprise that, when we compare visitor numbers across ASVA member sites in October this year with those of October 2021 – where there remained some restrictions in place and there was fragile consumer confidence – the figures for October this year are considerably up.  Visitor numbers were up by 38.9% for the month and a whopping 98.3% for the year to date, January to October.
 
Further analysis is therefore needed if we are to better understand to what extend visitor attractions are seeing a genuine recovery in 2022. By comparing October 2022 to October 2019 – a pre-pandemic year – we get a clearer picture on how the sector is actually faring now. Comparing October ’22 to October ’19, visitor numbers across all ASVA attractions were down 11.3% for the month and 24.8% for the year to date. Whilst these are strongest visitor figures that have been reported collectively by ASVA members since the start of the pandemic, the sector as a whole is still considerably down on what would be regarded as a normal year’s activity.
 
Numbers have, however, been gradually improving as the year has gone on, with public confidence clearly returning and there has certainly been a more significant return of international visitors than anticipated, with the high spending North American visitors in particular returning well, and spending plenty of money when with us. Never-the-less, the recovery is slow overall and somewhat inconsistent across different attraction types and locations. On top of this, increases in the cost of doing business, issues with recruitment & retention of staff and, of course, the impact of the cost-of-living crisis on the consumer are undoubtedly now causing challenges which inhibit the sector’s recovery, particularly for those attractions who largely rely on local and domestic visitors.

ASVA continues to shine a spotlight on the challenging conditions many of our members are facing to both the Scottish and UK Governments, highlighting in particular the extreme challenges being faced that those venues where energy contracts are ending, and renewal figures being quoted are for eye watering sums of money. We also continue to stress the importance of our sector to tourism in Scotland and to our country’s economy and cultural standing, as it is clear that next year is shaping up to be another challenging one for our industry.

As we move into the new year and focus turns to the season ahead, ASVA is pleased to announce a new suite of training workshops specifically designed to help attraction operators enhance their service delivery and improve their bottom line. 2023 will be a challenging year for tourism.  As the cost of living and cost of doing business crises continues to bite, we must look not only at how we can deliver an outstanding experience for our visitors, but also how we can maximise the revenue that we receive from each visitor passing through our doors.
 
ASVA has engaged with tourism training specialists – Complete Works – to deliver three workshops which will equip your teams with the tools required to meet the challenges we will all face in 2023 as we seek to increase revenue and deliver outstanding experiences.
 
The three workshops, Complete Storytelling, Complete Sales and Complete Experience, are all standalone, but complimentary programmes, and will be delivered at locations in both central and northern Scotland, throughout January February and March. More details on the first of these workshops – being delivered in January – can be found below:

Complete Storytelling
Given the current financial challenges being faced by both our industry and our visitors, there has never been a more prescient time for you to understand how to unlock the full potential of your stories to benefit your business. Complete Storytelling provides an exciting, hugely relevant, training and development opportunity to allow you to do this.
 
The impact of the pandemic and cost of living crisis has hit our industry hard and this training is specifically designed to help you stimulate business recovery by giving you the tools you need for a vital element: great storytelling. Successful consumer experiences are the product of creating and delivering engaging and memorable stories. Designed to help tourism businesses rebuild income streams, the complete Storytelling workshops will enable delegates to learn new communications and sales skills to help enhance customer service delivery and generate secondary income.
 
In the highly motivational workshops, attendees learn how the power of your story can motivate staff, create exceptional consumer experiences and generate income, and delegates are taught how to use storytelling to engage, sell and create brand loyalty. The course breaks down the fears and boundaries that prohibit truly effective communication; this is achieved through teaching and practicing practical methods in a safe, supported and inspiring environment. Using performance techniques, the experienced professional trainers hone participants’ skills in Body Language and Voice by teaching tried and tested tips and tricks used by actors and presenters. Pre-workshop, a little apprehension is normal; post-workshop, increased confidence, positivity and new tricks up your sleeve is standard.

Stories effortlessly transform consumers into ambassadors; generating repeat visits, recommendations and increased secondary spend.
 
Content includes:

• Why do we tell stories?
• The impact of stories
• The 6 essential stories
• The 3 vital uses for stories in business
• Your business stories
• Story structure
• Communication styles
• The importance of stories
• Using body language
• Vocal techniques
• Stagecraft
• Working with text
• Storytelling hacks

Don’t miss this valuable opportunity to learn how to unlock the power of your stories to enhance your service delivery and boost your bottom line.

This course compliments ‘Complete Sales’ and ‘Complete Experience’. It is recommended that delegates attending Complete Storytelling, will also undertake Complete Sales and Complete Experience. However, it is not a pre-requisite, as all courses are standalone.
 
For details of Complete Sales click on this link and for Complete Experience, please click here.
 
ASVA Accreditation
All delegates that complete this suite of three training courses will become certified by ASVA as a ‘Complete Customer Care’ specialist. ASVA‘s vision is to support and inspire Scottish visitor attractions to deliver outstanding experiences for each and every visitor and the ASVA brand is recognised across the tourism industry in Scotland and the UK. These courses will support the professional development of staff on their career journeys.
 
The special ASVA member rate to attend is £109.00 (plus vat), whilst the non-member rate is £195.00 (plus vat). Recognising the economic challenges being faced by the industry, we have endeavoured to keep the member fee as low as we possibly can. We would like to acknowledge the willingness to help us do this by the trainers at Complete Works and the venue operators at VisitScotland, Skills Development Scotland, Highlands and Islands Enterprise, all of whom have taken steps to reduce the costs of putting on these elite training events.

We will be running 3 Complete Storytelling courses in January, for details and to book please click on the relevant links below:
Edinburgh – 24th January
Glasgow – 25th January
Inverness – 26th January
 
The Complete Sales workshops will take place in similar locations at dates in February and those for Complete Experience will be happening in March. Booking details for these courses will follow very shortly.