VisitScotland chief executive Malcolm Roughead has welcomed new passenger survey data that shows a rise in overseas visitor numbers and spend to Scotland, particularly from the lucrative US market.
Overseas visitors from North America spent £641 million in the 12 months to the end of March 2017, a 40% jump compared to £458 million in the previous 12 months.
There was a 19% increase in visits from North America, more than 590,000 choosing Scotland as a destination in the 12 months to the end of March 2017 compared with the previous 12 months.
Across all international markets, there was a 3% increase in visits in the 12 months to the end of March 2017 with spending rising too by 9%, according to International Passenger Survey (IPS) tourism statistics by the UK Office of National Statistics.
Mr Roughead said: “These latest figures show that Scotland continues to punch above its weight in a hugely competitive global market, with our country seen around the world as a ‘must-visit’ destination.
“In the 12 months from April 2016 to March 2017, we saw a 3 per cent increase in trips and a 9 per cent increase in spend among our international visitors.
“This was driven largely by a 19 per cent increase in trips and a 40 per cent rise in spend among those coming from North America, who are showing an ever-growing appetite for our history, culture and our stunning landscapes. Favourable exchange rates during this period also played a part.
“We will, of course, not rest on our laurels. We need to think bigger about Scotland as a tourism destination to ensure we fulfil our potential – every visitor must get a quality experience every single time.
He added: “Our industry is the heartbeat of the Scottish economy, causing a ripple effect which touches every industry and community, creating employment and economic growth.”
Tourism Secretary Fiona Hyslop said: “Our industry, which employs 217,000 people, continues to flourish acting as a magnet for tourists drawn to our world class attractions. It is great news for our economy.
“The rise in overseas tourists is encouraging. Visitors are spending generously when they visit Scotland, particularly those coming from North America.
“Everyone involved in Scotland’s tourism industry is focused on offering an unforgettable visitor experience for people that choose our country as their holiday destination.
“2017 celebrates the richness of Scotland’s intriguing history, impressive cultural heritage and fascinating archaeology. There is no better time to come here to enjoy our incredible views, top class attractions and to spend in our hotels, shops and restaurants.”
Much of the tourism and hospitality industry is currently experiencing an unexpected bounce in bookings due to the fall in the value of the pound following the Brexit vote in June 2016.
Official ONS figures released earlier this year showed there were 37.3m visits to the UK in 2016, up 3% on the previous year and the highest since records began in 1961.
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