Scottish tourism excelled in 2014 riding international uptick in sector

Scotland has had fascinating year for tourism as international tourism hit a world record. Across Scotland, hotel revenue was driven by outstanding performances in Edinburgh, Glasgow and Aberdeen during September said the latest report by accountants and business advisers, BDO LLP.

During the first ten months of 2014, the number of international tourists grew by 5% according to the UNWTO World Tourism Barometer, rising above expectations. Between January and October 2014, the volume of international tourists (overnight visitors) reached 978 million, 45 million more than in the same period of 2013. With an increase of 4.7%, international tourism continues to grow well above the long-term trend projected by UNWTO for the period 2010-2020 (+3.8%), and is set to end the year at over 1.1 billion.

The monthly hotel survey found that year-on-year revenue – or rooms yield – rose 27.2% in Edinburgh to £98.47, by 35.1% in Glasgow to £73.19 and, although falling by 5.9% in Aberdeen the city recorded revenues of £80.95 which was the second highest figure outside London.

Inverness also experienced an 11.2% rise to £56.91 while Aberdeen revenue fell 5.9% to £80.95.

Occupancy rose across Scotland lead by Edinburgh at 93.0%; Glasgow on 90.9%; Inverness on 90.0% and Aberdeen on 85.0%.

The strongest growth region was the Americas (+8%), followed by Asia and the Pacific (+5%) and Europe (+4%). By sub-region, North America (+9%) and South Asia (+8%) were the star performers, as well as Southern and Mediterranean Europe, North-East Asia and Northern Europe (all +7%).

“In view of this trend, international tourism is set to end 2014 with record numbers”, said UNWTO Secretary-General, Taleb Rifai. “These are remarkable results considering that different parts of the world continue to face significant geopolitical and health challenges, while the global economic recovery remains rather fragile and uneven”, he added.

In Scotland, Edinburgh’s revenue boost was driven by the end of the Festivals and several conferences including Eurotox 2014; ESLCCC 2014; and the World Congress on Cancers of the Skin. Glasgow continued its strong summer after the Commonwealth Games with more than 8,000 delegates attracted to the ECPR 2014 Conference and the CIRSE congress.

Despite Aberdeen experiencing a fall in revenue it still had a rooms yield of £80.95 which made it the second highest performer in the UK outside London. However, the decline in revenue in Aberdeen may be an early indication of a reduction in demand as the oil price continues to fall.

Internationally, Europe, the most visited region in the world, posted a 4% increase in international tourist arrivals through October, with strong results in Northern Europe and Southern Mediterranean Europe (both +7%), where established destinations such as Greece, Portugal, Spain and Malta recorded healthy growth.