Tourism destination baseline study: final report

This study was commissioned to address the development of an approach to produce simple and robust estimates of gross added value (GVA) within key destinations (Edinburgh, Loch Lomond and the Trossachs, Cairngorms/Deeside, Perthshire, St Andrews and Glasgow). It also sought to assess the potential growth in tourism revenue in each destination to 2015 and the contribution that is being made by Scottish Enterprise and its partners.

The study sets out a baseline for each of the six destinations based upon a set of appropriate indicators, including: the number of jobs supported; number of visitor nights; the number of businesses registered with VisitScotland and held in the Experian business database; average expenditure per night; and number of bed spaces. It then uses this data to consider projections of future growth for each destination and their achievability based upon interviews and group meetings with representatives from each of the six destinations.

The study has found that Scottish Enterprise investment of £78 million relates to cumulative tourism benefits of around £210 million. Total tourist revenue anticipated from projects supported in 2015 ranges from £338 million to £425 million. Suggests that a 50 per cent growth in these destinations would require around £900 million additional investment.

Recommends that further work be carried out to improve data collection in various ways. It also suggests that more work is carried out with destinations to produce an economic impact paper and that a framework for monitoring and evaluating investment the destinations is set up.