Contact usVisitScotlandLower City MillsWest Mill StreetPerth PH1 5QP

Richard PinnRegional DirectorT: 01738 450629E: richard.pinn@visitscotland.com

Laura Brown Partnership Communications ExecutiveT: 01738 450611E: laura.brown@visitscotland.com

visitscotland.comvisitscotland.org

VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any errors or omissions.

Delivering for Perthshire

How we’re working to grow the visitor economy.

Pictures: Perthshire on our US website. Explore Scotland advert. Where to Stay guide. Front cover: Queens View and Loch Tummel

Fast facts01

Tourism in Perthshire 2011Total Visitor Spend: £215 million

Total Trips: 953,000

Employment: 8,000

Top markets for Perthshire 2011GB Trips % Spend %

England 37 47

Scotland 61 51

Wales 2 3

TOTAL 0.83 £180 million

Overseas Trips % Spend %

Germany 14 9USA 11 11

Ireland 5 3

Poland 8 5

Italy 9 12

Belgium 7 10

Australia 8 6

Netherlands 4 5

Sweden 8 7

Canada 4 4

Rest of the World 20 28

TOTAL 0.123 £35 millionSources: Great Britain Tourism Survey (GBTS) 2011 and International Passenger Survey (IPS) 2011.

Regional tourism data is based on small sample sizes, therefore reliabilitycannot be guaranteed. Percentage figures may not add up to 100% due torounding.

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£215 million The total income generated for the Perthshire economy by visitors.

£195,000Estimated economic return for Perthshire generated by Perthshire Green Card and Perthshire Highlands Golf Ticket sales in 2012 (April-October). £850,000

Estimated expenditure to Perthshire generated by visitors to VisitScotland Information Centres in 2012/13.

Golfing in Perthshire was highlighted to around two million consumers with support from Perth & Kinross Council.

Activity took the form of three key elements. In partnership with the Scotsman, a double page advertorial on the region featured in the paper’s Saturday Sports Supplement to coincide with the Johnnie Walker Championship at Gleneagles. A ‘Best Scottish Golf Experience’ campaign and accompanying Perthshire specific online activity was delivered through PSP/Bunkered. And finally, digital marketing via Google Adwords and social media activity.

Other activity included the Perthshire golf guide, operation and promotion of the Perthshire Green Card and Perthshire Highlands Golf Ticket, and regional promotion as part of our golf outreach programme.

Over £116,000invested by EventScotland in events taking place across Perthshire in 2012/13.

“Tourism is a key driver to the economy in Perthshire, generating £215 million in visitor spend and supporting 8,000 jobs.

VisitScotland continues to market Perthshire, provide information and inspiration to visitors and deliver quality advice to tourism businesses as we prepare for welcoming the world. In 2014, the country will take centre-stage with the Glasgow 2014 Commonwealth Games, Homecoming Scotland and of course The Ryder Cup here in Perthshire.

More than 250,000 spectators will attend The Ryder Cup with an expected global reach of more than half a billion. The event will further enhance and showcase Scotland as the ’Home of Golf’, leaving behind a lasting legacy for Scotland that is tangible, visible and carries with it long term benefit.

It is therefore imperative that we - VisitScotland and our partners - keep working together to help deliver sustainable economic growth by maximising the visitor economy.”

Richard PinnRegional Director

Over 206 millionconsumers have had the opportunity to see or hear messaging about

Perthshire worldwide via our consumer PR activity in 2012/13.

Over £39,000 The total awarded by VisitScotland’s Growth Fund to groups in Perthshire in 2012/13.

Over 9 millionopportunities to see or hear messages about Perthshire through our Explore

Scotland campaign in spring/summer and autumn 2012.

VisitScotland hosted its biggest ever press tripforDisney•Pixar’sBrave media launch with more than 130 journalists from across the globe.

FirstScotrail supported by donating a new three-carriage train to become the Brave Express which took media to Dunkeld. Journalists were then given a tour of Perthshire. Lots of coverage was received including over 800 positive tweets.

As part of our nature focused tourism drive a VisitScotland Year of Natural Scotland TV advert was launched this year. The advert contains exclusive scenes including the white water rafting in Perthshire.

The advert follows on from a Year of Creative Scotland version last year that was seen by more than 18 million adults each time it went to air.

£15 million The potential value of enquiries sent from VisitScotland’s

Business Tourism Unit direct to venues in Perthshire in 2012/13.

Working with Perth & Kinross Council VisitScotland’s marketing campaign ‘Explore Scotland, we’ll point you in the right direction’ has been promoting Perthshire to over nine million potential visitors.

Activity has included an Explore Scotland map, press, media and radio as well as sales promotion partnerships with well-known brands and a Perthshire insert within thousands of national direct mail packs.