News

Scotland’s visitor attractions enjoyed a robust year with visitor numbers up 17.2% despite cost of living and inflationary pressures, according to new figures released today.

Attractions across the country recorded 48,685,638 visits last year, an increase of 7,133,336 on 2022, as the sector saw numbers return to pre-COVID levels.

Data from the Moffat Centre at Glasgow Caledonian University and the Association of Scottish Visitor Attractions (ASVA) shows free attractions racked up 30,605,269 visits, up 4,354,960 on the previous year.

Edinburgh Castle remained in the top spot as Scotland’s most popular paid-for attraction, with visitor numbers increasing 41.5% to 1,904,723.

The National Museum of Scotland remains the number one free attraction with numbers increasing 10.8% to 2,186,841.

The National Galleries of Scotland: National recorded a 43.8% increase to 1,836,057, while St Giles Cathedral, up 37.6% to 1,473,211, and Kelvingrove Art Gallery and Museum, up 32.2% to 1,283,882, also enjoyed a busy year.

The Gallery of Modern Art in Glasgow, which hosted Banksy’s first exhibition in 14 years, recorded a 60.4% increase in visitors to 510,936, while The Royal Yacht Britannia saw visitor numbers jump 51.1% to 361,175.

Chris Greenwood, Senior Research Fellow at The Moffat Centre, said: “Despite many headwinds experienced by businesses and consumers, visitor numbers have been robust. The overall performance is very positive.

“Consumer sentiment studies have shown greater price sensitivity among consumers relating to travel and tourism but a desire to travel remains.

“Price-sensitive visitors have a wealth of free attractions to choose from and our paid attractions continue to appeal to both international and domestic visitors alike.”

The overall number of visitors to paid-for attractions increased 19.2% in 2023 to 18,080,369.

Strong performers included Culzean Castle and Country Park, up 29.6% to 291,674, Glasgow Science Centre, up 24.2% to 350,441, and Urquhart Castle and Stirling Castle, up 24% and 23.7% respectively.

A total of 616 attractions across Scotland provided data for this year’s Visitor Attraction Monitor report.

Michael Golding, chief executive of ASVA, said:“Our sector’s relentless focus on delivering exceptional visitor experiences has been key to our recovery. The consistent upward trend in visitor numbers year after year is a result of the hard work of businesses.

“This resurgence of visitors is crucial, not only to our attractions and the tourism sector but also plays a significant role in bolstering the wider Scottish economy and supporting the communities that surround these attractions.” He added:“Despite facing ongoing challenges, our unwavering commitment to quality ensures Scotland’s position as a preferred destination for both UK and international visitors, promising continued growth, innovation, and sustainability.”

View the top 10 paid and free admissions here.

To inform the industry and support the work ASVA does to represent it, a benchmarking report was commissioned in 2023. The work was completed by Shanks Research, and we are now pleased to share the results of this research.

This was the most comprehensive data gathering exercise undertaken within the attractions sector in Scotland and the results will be used by ASVA to inform, educate & inspire members and to help shape and influence future policy decisions taken at a Scottish and UK Governmental level.

Within the report you will find insights on: organisation size and structure, funding, marketing, ticketing, HR and employment, sustainability, visitor statistics, finance and more.

Just under 400 individual ASVA attractions submitted data for inclusion in the report, from which some of the key points are as follows:

• In 2022, attractions mainly invested in maintenance and upkeep, into the development of new facilities, and into marketing and promotion. These were common across all types of attractions.
• Visitors tend to be older than the population, with the most common age group being 55-64, and low numbers of under 25s.
• The most common awards held by attractions were the Visit Scotland Quality Assurance award, followed by the Green Tourism Award.
• 99% of attractions offer living wage salaries.
• Increased footfall was the main criteria of success for organisations.
• Funding comes mainly from ticket revenue, with more than a third of revenue coming from this source. Remining funding comes from retail –particularly key for distilleries.
• Half of tickets are still purchased as walk-up tickets. Adult ticket prices averaged around £13, while a child ticket cost £5.50. More than half had set prices, but some attractions are now branching out into variable pricing models.

The full in-depth report can be found in the members area here.

A huge thank you to those who took the time to contribute to the completion of the report, we appreciate your time and hope you find this report useful to use as a reference for future benchmarking and insights.

Please do provide any feedback to ASVA CEO, Michael at michael@asva.co.uk that can help to inform future benchmarking reports. 

Scottish visitor attractions have demonstrated unparalleled excellence in visitor experience, outshining their counterparts across the UK, according to the latest results from the Mystery Visits programme. The results show Scottish attractions have consistently excelled since the initiation of the programme in 2021, consistently surpassing the UK benchmark.

Jon Young, Director of BVA BDRC said:“Scottish attractions have excelled since we started our Mystery Visits programme in 2021, regularly averaging above the UK benchmark. What makes these high scores particularly impressive is that these attractions have achieved top scores in all aspects of a visit. This includes areas where the sector average is low – such as staff proactivity (at arrival and during the visit) and sustainability. In our annual presentation in January (open to all) we will be sharing best practice on precisely what these attractions do so well in these areas.”

The recent ASVA Annual Conference provided a platform for the industry to collectively celebrate the exceptional performance and innovation demonstrated by Scottish visitor attractions. The resonance of key themes throughout the event not only underscores past successes but also sets the stage for a promising future, affirming Scotland’s position in the realm of visitor experiences.

Michael Golding Chief Executive of Association of Scottish Visitor Attractions (ASVA) said:“The recent ASVA Annual Conference was the largest of its kind in the UK. It cast a spotlight on Scottish attractions outstanding commitment to visitor experience, which was evidenced in the UK leading Mystery Visit results. We’re incredibly proud and we are committed to providing ASVA members with ways to continually improve.”

“To support our industry, the conference also provided delegates with ways to exceed visitor expectations, use valuable insights to improve business performance, incorporate responsible tourism practices, and more as we deliver the ASVA vision to support the industry to create incredible memories for visitors from around the world.”

The recently released Mystery Visits report delves into the intricacies of these visits, unveiling the average scores across the 180 encounters, offering a panoramic view at overall, sector, and category levels. This overview serves as a valuable resource for attractions to assess their performance and identify areas for improvement.

Scotland led the nation’s top scorers, showcasing exceptional visitor experiences and serving as benchmark for industry excellence. Mercat Tours scored 100% and Camera Obscura scored 98.7% elevating Scotland’s commitment to unparalleled visitor experiences.

Kat Brogan, Managing Director at Mercat Tours said:“Striving to be the best is a cycle – ask, listen, reflect, act.

“Our team, our visitors and local community have all supported Mercat Tours to thrive since 1985 and quality has been the foundation of our growth.  The VisitScotland Quality Assurance Scheme pushed us to achieve 5 stars in 2006 and, to further excel, we launched our own rigorous QA scheme which celebrates our team and informs training, challenges us to improve and shapes product development.

“Since 2021 Mercat now benchmarks against the premium experiences offered in the UK with the BVA project.  This has elevated our knowledge and learning from across the country and sector which directly benefits for our team and visitors.  Our results have boosted our team who take great pride and passion in their work and steered future plans.”

The remarkable success of Scottish visitor attractions, highlighted by the Mystery Visits programme and echoed at the ASVA Annual Conference, cements Scotland’s potion as a leader in delivering unparalleled visitor experiences. As Scotland continues to set benchmarks for excellence, the future looks promising, driven by a collective dedication to innovation, sustainability, and the continual pursuit of excellence in visitor attractions across the nation.

The Association of Scottish Visitor Attractions (ASVA) proudly commemorates its 35th anniversary, marking three and a half decades of unwavering commitment to Scotland’s dynamic tourism sector. In conjunction with this milestone, ASVA is excited to announce the appointment of three distinguished professionals to its Board of Directors. Alex Harvie, Head of Marketing Communications & Destination Marketing at Glasgow Life, Ross McMillan, Head of Destinations at Scottish Canals and Claire Eva, Director of Audiences and Media at V&A, have joined ASVA’s esteemed Board.

The appointments were confirmed at ASVA’s Annual General Meeting on Thursday 7^th December. In their respective roles, Alex, Ross, and Claire have demonstrated exceptional leadership in the tourism and cultural sectors, contributing significantly to the growth and success of their organisations. Their wealth of experience aligns seamlessly with ASVA’s mission to support and elevate visitor attractions across Scotland.

Paul Nixon, Chair of the ASVA Board and General Manager of The Real Mary King’s Close said:“As ASVA celebrates 35 years of dedication to promoting and advancing Scotland’s visitor attractions, I am delighted to extend a warm welcome to our new Board Members. Their wealth of experience and passion for our industry will undoubtedly enhance the strategic vision and dynamism of our Board.

“Together, we look forward to steering ASVA towards exciting horizons, and ensuring the continued success of Scotland’s vibrant visitor attractions. Their leadership will play a pivotal role in shaping our collective journey, and I am confident that their contributions will make a lasting impact.”

The new appointments come at an exciting time for ASVA as the organisation celebrates 35 years and approaches 300 members within the organisation, highlighting a significant milestone in its journey. Founded 35 years ago, ASVA has played a pivotal role in shaping and supporting Scotland’s tourism landscape. With nearly 300 members, ASVA has become a robust community of attractions, dedicated to fostering growth and collaboration within the industry.

As the Head of Marketing Communications and Destination Marketing at Glasgow Life, Alex Harvie plays a pivotal role in the operations of one of Scotland’s largest charities. Eight of Glasgow Life’s venues are ASVA attractions, including the award-winning Burrell Collection, Kelvingrove Art Gallery, and the Riverside Museum.

Alex Harvie, Head of Marketing Communications & Destination Marketing at Glasgow Life said: “As an enthusiastic supporter of ASVA’s mission and recognising the important role our attractions play at the heart of Scotland’s visitor economy, I look forward to supporting this wonderful organisation as a member of the Board.”

With a robust background spanning private, public, and third-sector organisations, Ross McMillan has established himself as a prominent figure in the tourism industry. His expertise lies in the commercial development of attractions, contributing to the success of ventures through strategic vision and effective capital investment.

Ross McMillan, Head of Destinations at Scottish Canals said:“I am delighted to be joining ASVA as a non-executive Board Member. ASVA is an exemplary industry body which truly reflects its values in how it represents and supports its members. I look forward to supporting the team, new and existing board colleagues and meeting many more members.”

In her role at V&A Dundee, Claire Eva leads Media and Audiences, driving initiatives in digital strategies, marketing, and communications. With a career spanning major institutions like Tate and Serpentine Galleries, Claire, a 20-year veteran in strategic marketing, passionately brings brands to life and has played a key role in putting Dundee on the global map and contributing to its reimagined waterfront development.

Claire Eva, Director of Audiences and Media at V&A Dundee said:“I’m absolutely delighted to be joining the ASVA board. ASVA is an essential institution for tourism in Scotland, ensuring our talented workforce has a strong network to help us deliver outstanding experiences for every visitor. It also ensures we are united as an industry in advocating for the outstanding impact of the attractions sector in Scotland.”

The addition of Alex, Ross, and Claire to the Board of Directors further strengthens ASVA’s commitment to providing valuable resources, networking opportunities, and advocacy for its expanding membership. Their diverse backgrounds in marketing, audience engagement, and destination management promise a dynamic and innovative approach to advancing ASVA’s mission. The association eagerly looks forward to benefiting from their leadership as it continues to shape Scotland’s vibrant visitor attractions landscape.

We are seeking to appoint new directors from applicants within the ASVA membership who can support the organisation to fulfil this vision and contribute to the strategy and governance of ASVA, while overseeing the effective delivery of the five-year business plan.

ASVA has a committed Executive Team and Board, with a growing membership and aspirations to further develop membership, as well as further enhancing representation of the Scottish visitor attraction sector. With much of the sector still in recovery from the pandemic and a challenging economic climate, new Directors will play a significant role in the future of the organisation and the important work the organisation undertakes to support the Scottish visitor attractions. In addition to making a meaningful contribution to the future of the sector, Directors will also benefit from developing a broader knowledge of the industry, have the opportunity to enhance their network and participate in other Board specific engagements.

Process and Timeline:

• 10^th October – Nominations open
• Applicants must represent an organisation currently in ASVA membership
• Applications by email to Michael Golding, ASVA CEO michael@asva.co.uk. These should include:
  • CV
  • Covering letter – highlighting how you can support the delivery of the ASVA vision and how, if applicable, you meet the diversity, representation and skills the Board is seeking
  • Nomination requirements:
    • “I confirm that I as candidate allow myself to be nominated at the ASVA AGM to stand for election as an ASVA Board Member” – please copy this without amends into your application email
    • A scanned letter including proposer name, organisation, and a wet ink signature OR an email from the proposer with the proposer name and organisation, stating their support for your nomination
    • A scanned letter including seconder name, organisation, and a wet ink signature OR an email from the seconder with the seconder name and organisation, stating their support for your nomination
• 26^th October 2pm – Nominations close
• Shortlisted applicants will be invited to interview following the closing date and successful applicants will be included in the notice of the AGM
• Directors’ appointment confirmed and commence from the AGM

The Role:

• The Board meets four times per year
• Contribute to the strategy and governance of the organisation
• Opportunities may be provided to represent the attractions sector with decision makers
• Provide insight and understanding of the attractions sector
• Support and advise the Executive Team in delivery of the business plan 

The ensure a diverse, representative and skilled board, we are particularly encouraging applications from:

• Under 50
• Male
• Black and ethnic minorities
• Represent organisations in the Highlands and Islands Enterprise or South of Scotland Enterprise regions
• Represent an organisation who is an Attraction member of ASVA
• Skills in any of the following areas: Policy, Governance & Strategy, Value delivery, Sales and Marketing, Finance, HR, Visitor Experience, Technology and Data, Sustainability, Media & Communication

We encourage you to consider this opportunity and share it with those who you think might be perfect for the role, so we can help ensure a bright future for Scottish attractions and ASVA.

The current Board of Directors can be found here. If you have any questions regarding this recruitment process, please contact either the CEO Michael Golding michael@asva.co.uk or Chair Paul Nixon pnixon@realmarykingsclose.com.

We would like to say a huge congratulations to all of the ASVA members who have been crowned regional winners for the 2023 Scottish Thistle Awards. It is great to see so many ASVA members being recognised for their hard work within the industry and we wish them the best of luck at the National Final!   

Regional winners from within ASVA membership include:  

Central and East Regional Winners
Inclusive Tourism Award
RSPB Loch Lomond, Kinross

Best Visitor Attraction
Camera Obscura & World of Illusions, Edinburgh

Innovation in Tourism
Camera Obscura & World of Illusions, Edinburgh

Tourism Individual of the Year
Katie Scott, The Real Mary King’s Close

Aberdeen City & Shire
Best Visitor Attraction
Gordon Highlanders Museum
Aberdeen Science Centre

Celebrating Thriving Communities
Gordon Highlanders Museum

Tourism Individual of The Year 
Ian Pithie – Gordon Highlanders Museum

West of Scotland Regional Winners
Best Visitor Attraction
The Burrell Collection

Inclusive Tourism Award
Glasgow Science Centre

Tourism & Hospitality Employer of the Year
SEA LIFE Loch Lomond

There are still two more Regional Thistle Awards to take place in the coming months:  

• South of Scotland Thistle Awards: Thursday 5th October. 
• Highlands & Islands Thistle Awards: Friday 10th November.

Winners from all five regions will progress to the National Final. Find out more about the Regional Awards here. 

The Awards, delivered by VisitScotland in partnership with regional award programmes, celebrate the very best of Scotland’s tourism and events industry.  

Wishing all those nominated for upcoming Regional Awards the best of luck!

It gives us great pleasure to announce that bookings are now live for the ASVA Cultural Connections Conference that will take place on the 14th of November at Perth Concert Hall!

Cultural Connections will bring together visionary leaders and experts from all over the country within the visitor attractions sector to share their experiences with you. The conference will provide attendees with benchmarking and best practices, unparalleled networking opportunities and, of course, the chance to come together to socialise and celebrate at the end of a long season. We’re also delighted to let you know that Cultural Connections sees a new partnership with the Association for Cultural Enterprises (ACE), to provide you with an enhanced programme, making it simply unmissable.

We have a special Early Bird ticket price on offer until midnight on Friday 13th October, so be sure to secure your spot early and enjoy significant savings. Prices are outlined below:

• Member: £125 (+VAT)
• Non-Member: £170 (+VAT)
• Group Discount (4 or more attendees): £99 (+VAT)
• Trade Exhibition: £350 (+VAT)

To view our full programme and further event details, please click here.

Our Trade Exhibition will be a key part of the Conference activities, and an excellent opportunity for Trade Members to showcase their organisation to our attraction industry audience. There will be a limited number of trade stands available, so we advise booking as early as possible to ensure you secure your spot and avoid missing out. For any questions related to the Trade Exhibition, please email helen@asva.co.uk.

To book, please visit the ASVA website here.

Last week (21st July), ASVA’s CEO and Members of the ASVA Board, were pleased to have the opportunity to meet with the Minister for Small Business, Innovation, Tourism & Trade, Richard Lochhead MSP, to discuss the current opportunities and challenges facing the Scottish attractions sector. The meeting took place in the inspiring setting of the Billiard Room in Mackintosh at the Willow (many thanks to ASVA Director Pauline Young for allowing us to use her venue) and, whilst the meeting was scheduled to last one hour only, we were delighted that the Minister actually gave us more than three hours of his time to fully discuss the various issues raised. As well as sharing the latest visitor information and some key highlights from ASVA’s recently conducted benchmarking survey of the sector, there were detailed discussions on a wide range of issues including: 

• Our sector’s commitment to the fair work agenda and how we are trying to combat the current recruitment crisis 
• Current challenges with domestic visitation & spend over the summer and the implications this could have for the sector in winter
• The impact of rising costs, and most specifically energy bills, on our sector 
• Innovation within the sector and our ongoing commitment to invest (where possible) in this arena 
• The improvements required in tourism infrastructure in Scotland 
• The Transient Visitor Levy (TVL) Scotland Bill and the important role the Scottish Government must play in ensuring that this funding mechanism is used by local authorities to invest in tourism.  

On that last point, all attendees at the meeting were at pains to point out to the Minister that, when this draft Bill is passed into law by the Scottish Parliament, it is essential that the monies raised by local authorities are ringfenced for improving tourism and tourism related infrastructure. Mr Lochhead took this on board, but was keen to emphasise that if we want to see this happen as a sector, we must all collectively respond to the current Call for Evidence on the proposed Bill, which has been put forward by the Local Government, Housing & Planning Committee in the Scottish Parliament. ASVA will, of course, be submitting our own response to this consultation, but we would urge all of our members to do similarly, as volume of responses will undoubtedly carry influence.  

We would urge all members, when responding, to emphasise the importance of local authorities being required to ringfence monies raised from this levy to be spent on local tourism infrastructure and marketing. The consultation has 13 main questions to answer but respondents are not required to answer every question and can focus on the questions most relevant to them.. Our colleagues at the Scottish Tourism Alliance (STA) are developing a visual guide with key considerations and suggested responses to the questions in the consultation. ASVA will share this guide with our members when it is published in early August.

  You can respond to the consultation by clicking here. 

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 a 16.8% 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 “…been 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.  

Some members will want to be aware of the important update regarding funding distribution for museums in Scotland. Museum Galleries Scotland (MGS) has recently announced a significant change in its funding policy, focusing on the implementation of the real Living Wage as a key criterion for grant eligibility.

Effective from July 1st, two elements of the Fair Work First policy, developed by the Scottish Government, will now serve as criteria for awarding grants, funding, and contracts within the public sector. These are:

• All workers within an organisation must receive at least real Living Wage. This applies to everyone, not only those posts for which you may be seeking grant funding.
• All workers are to be provided with appropriate channels for effective voice.

Applicants will also need to demonstrate their awareness of, and commitment to, Fair Work principles by including a supporting statement on their website. Applicants to MGS funding will need to show how they comply with these requirements before being able to access a grant and will need to complete its Employer Declaration form.

For comprehensive guidance on these changes and the updated funding process, please click here.

VisitScotland, in collaboration with the Scottish Government, is reaching out to the tourism, events, and related sectors to gather valuable insights for the next Themed Year. This industry consultation aims to shape the options and theme for the future, with recommendations set to be presented to Scottish Ministers by the end of 2023.

The previous Themed Year initiatives have been a success, showcasing the best of Scotland’s diverse offerings and attracting visitors from around the world. As the Scottish Government looks ahead, VisitScotland has been tasked with exploring potential delivery options and themes for the upcoming Themed Year.

To ensure that the chosen theme resonates with industry stakeholders and the wider public, VisitScotland is seeking input from professionals in the tourism, events, and related sectors by completing a survey which presents an opportunity to participate in shaping the future of Scotland’s tourism landscape.

Initial discussions have already highlighted a theme that has garnered support. However, VisitScotland remains open to alternative suggestions that may emerge during the consultation process. This inclusive approach aims to capture diverse perspectives and foster engagement throughout the industry.

You can contribute to this consultation by completing the online survey, which is part of a nationwide effort to gather feedback. The survey is designed to be quick and convenient, taking less than 10 minutes to complete and closes at midnight on 20^th July 2023.

Please complete the survey by clicking here.

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.