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Tourism businesses urged to capitalise on Scotland?s ?1.5bn events and festivals market

Profile Photo By: H L
October 11, 2012

Tourism businesses urged to capitalise on Scotland?s ?1.5bn events and festivals market

Scottish tourism businesses are being challenged to look at ways of tapping into Scotland?s world-class events and festivals programme in the run up to 2014, when the country will host The Ryder Cup, Glasgow Commonwealth Games and a year-long Homecoming Scotland celebration.

Companies are being urged to take advantage of this business opportunity in a new Events, Festivals & Cultural Tourism in Scotland guide published by Tourism Intelligence Scotland (TIS), as part of its Opportunities for Growth series.

The guide is available to businesses who register at

Tourism Minister Fergus Ewing said: “I very much welcome this guide which will enable tourism businesses all over the country to benefit from the many exciting events which are taking place over the next two years and will attract so many visitors to this country.

Scotland’s vibrant tourism industry makes a substantial contribution to our economy and the Scottish Government and our enterprise and tourism agencies are determined to help businesses seize the enormous economic opportunities in the run up to 2014.

In addition to our established events and festivals, the release and European premiere of Disney-Pixar’s Brave this summer has captured the imagination of many people globally, the Year of Creative Scotland 2012, Year of Natural Scotland 2013 and the Ryder Cup, Commonwealth Games and second year of Homecoming in 2014 will further raise Scotland’s profile.”

Scotland?s events programme already offers a significant contribution to the country?s economy, generating almost ?1.5 billion in gross turnover per annum, with Mintel research describing events as ?affordable escapism?, meaning that visitors put these experiences above other spending options. Indeed, UK visitor spend on music concerts and festivals alone has grown by a massive 69% in the last five years.

The new guide provides tourism operators with the latest intelligence on Scotland?s events and cultural tourism markets along with a raft of practical hints, tips and ideas to help them make the most of the year-round opportunities for their business.

Ideas include giving visitors information on transfer options to and from event venues, providing themed offers for those attending specialist events and festivals, offering a range of relaxation options for event participants during off times, and providing visitors with details about authentic Scottish eating options.

The Events, Festivals & Cultural Tourism in Scotland guide has been published by Tourism Intelligence Scotland, as part of its Opportunities for Growth series, aimed at helping businesses make the most of new and emerging opportunities in the sector.

Source: Visit Scotland

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