STEAM Tourism Economic Impact 2014 Summary Report

Cairngorms Nation­al Park STEAM Tour­ism Eco­nom­ic Impacts 2014 Report Nar­rat­ive Summary

Cairngorms Nation­al Park’s Vis­it­or Eco­nomy 2014 This is a sum­mary of the tour­ism trends research under­taken for Cairngorms Nation­al Park by Glob­al Tour­ism Solu­tions (UK) Ltd.

1.68 mil­lion Tour­ism Vis­its to the nation­al park area in 2014 up 2.5% on the pre­vi­ous year

859,000 vis­its were made by vis­it­ors stay­ing in the park as part of a hol­i­day or short break up 20.2% since 2009, gen­er­at­ing 2.9 mil­lion nights in accom­mod­a­tion across the area

3.7 mil­lion Vis­it­or Days and Nights gen­er­ated by stay­ing and day vis­it­ors to the park in 2014

£244 mil­lion was gen­er­ated with­in the loc­al eco­nomy through vis­it­or and tour­ism busi­ness expendit­ure, an increase of 9.5% on the pre­vi­ous year

818,000 vis­its made by Day Vis­it­ors to the area in 2014

Day Vis­its gen­er­ated £35 mil­lion for the eco­nomy of the park in 2014

On aver­age, vis­it­ors stay­ing in the park stay 3.4 nights in the region and spend £71.6 mil­lion on loc­al accom­mod­a­tion, up 18.5% since 2009

Vis­it­ors to the park are vital to loc­al busi­nesses, sup­port­ing more than 5,477 full time equi­val­ent jobs, up 6.6% on 2009

Stay­ing vis­it­ors gen­er­ate a total eco­nom­ic impact of £209 mil­lion for busi­nesses in the park

Eco­nom­ic Impact increased by 13.3% between 2009 and 2014

Total Vis­it­or Num­bers increased by 6.8% between 2009 and 2014

Total Vis­it­or Day and Nights increased by 18.6% between 2009 and 2014

2009 2014

Vis­it­or Types Stay­ing Vis­it­ors encom­pass all tour­ists stay­ing overnight for at least one night in one of the fol­low­ing types of accom­mod­a­tion: • Ser­viced Accom­mod­a­tion — includ­ing Hotels, Guest Houses, B&Bs, Inns • Non-Ser­viced Accom­mod­a­tion – includ­ing Self-Cater­ing prop­er­ties such as Houses, Cot­tages, Chalets and Flats, as well as Camp­ing and Cara­van­ning, Hos­tels and Uni­ver­sity / Col­lege accom­mod­a­tion • Stay­ing with Friends and Rel­at­ives (SFR) – unpaid overnight accom­mod­a­tion with loc­al residents

Day Vis­it­ors vis­it­ing the area on a non-routine and non-reg­u­lar leis­ure day trip from a home or hol­i­day base

Stay­ing Vis­it­ors 51% of Visits

Day Vis­it­ors 49% of Visits

Total Vis­it­or Num­bers 1.68m

Vis­it­or Num­bers In 2014, there were an estim­ated 1,677,000 tour­ism vis­its to the park; rep­res­ent­ing an increase of 2.5% on the pre­vi­ous year. Over­all, 51% of all vis­it­ors (859,000) stayed in the area for one or more nights, a per­cent­age that has increased from 45% over the past six years indic­at­ing that more vis­it­ors are opt­ing to stay in accom­mod­a­tion; the remain­ing 49% of vis­it­ors (587,870) are Day Vis­it­ors to the park.

With­in the stay­ing vis­it­ors sec­tor, those stay­ing in ser­viced accom­mod­a­tion rep­res­ent the major­ity of stay­ing vis­it­ors at 34%, fol­lowed by those stay­ing in non-ser­viced accom­mod­a­tion (15%). This masks the fact that the non-ser­viced accom­mod­a­tion sec­tor increased by 18% over the pre­vi­ous year and by 35% since 2009, point­ing to strong growth in weekly rent­als over the past six years.

Key Fig­ures: Vis­it­or Numbers

Vis­it­or Num­bers	Ser­viced	Non-Ser­viced	SFR	Stay­ing Vis­it­ors	Day Vis­it­ors	All Vis­it­ors
2014	.573	.256	.030	.859	.818	1.677
2013	.564	.217	.029	.809	.826	1.636
Change 13⁄14	1.6	18.0	5.1	6.1	-1.0	2.5

Total Vis­it­or Days 3.74m

Vis­it­or Days Vis­it­or Days take into account those vis­it­ors who stay at any des­tin­a­tion for more than a day. For example, if a fam­ily of five stay three nights, they will account for five vis­it­ors, and fif­teen vis­it­or days. Vis­it­ors to the Cairngorms Nation­al Park area spent an estim­ated 3,743,000 days in the area as part of a tour­ism day trip, hol­i­day or short break in 2014; this rep­res­ents an increase of 8.8% on the pre­vi­ous year and an 18.6% increase since 2009.

Stay­ing vis­it­ors account for over three- quar­ters (78%) of all vis­it­or days. There has been a size­able increase (+47.9%) of non- ser­viced sec­tor use over the past six years. The aver­age length of stay by all stay­ing vis­it­ors to the park was 3.4 days; non- ser­viced accom­mod­a­tion stands at 6.7 days indic­at­ing a high rate of weekly rentals.

Key Fig­ures: Vis­it­or Days

Vis­it­or Days	Ser­viced	Non-Ser­viced	SFR	Stay­ing Vis­it­ors	Day Vis­it­ors	All Vis­it­ors
2014	1.079	1.708	.137	2.924	.818	3.743
2013	1.070	1.412	.131	2.613	.826	3.440
Change 13⁄14	0.9	20.9	4.9	11.9	-1.0	8.8

Aver­age length of stay in days for dif­fer­ent vis­it­or types to Cairngorms Nation­al Park 2014

Day Vis­it­ors 1

All Vis­it­ors 2.2

Ser­viced Accom­mod­a­tion 1.9

Non-Ser­viced Accom­mod­a­tion 6.7

Stay­ing with Friends/​Relatives 4.6

All Stay­ing Vis­it­ors 3.4

Total Eco­nom­ic Impact £244.03m

Eco­nom­ic Impact Tour­ism vis­its to the Cairngorms Nation­al Park area in 2014 gen­er­ated a total eco­nom­ic impact of £244,030,000, an increase of 9.5% on the pre­vi­ous year and 13.3% over the past six years. The total eco­nom­ic impact in 2014 com­prises the expendit­ure of vis­it­ors on goods and ser­vices, totalling £196m, and the indir­ect and induced eco­nom­ic effects of loc­al busi­nesses and res­id­ents spend­ing tour­ism rev­en­ues loc­ally, account­ing for a fur­ther £48m. In 2009 the eco­nom­ic impact was £215m (all 2009 mon­et­ary fig­ures in this nar­rat­ive report are indexed (1.203) to allow dir­ect com­par­is­on with 2014 fig­ures). Mir­ror­ing increases in vis­it­or num­bers and days, the greatest gain in eco­nom­ic impact over the past six years took place with­in the non- ser­viced sec­tor, which increased by 38.9%.

Des­pite this, the ser­viced accom­mod­a­tion sec­tor gen­er­ates the most (59%) eco­nom­ic impact fol­lowed by the non-ser­viced accom­mod­a­tion sec­tor and Day Visitors.

Key Fig­ures: Eco­nom­ic Impact

Eco­nom­ic Impact	Ser­viced	Non-Ser­viced	SFR	Stay­ing Vis­it­ors	Day Vis­it­ors	All Vis­it­ors
2014	144.75	60.64	3.599	208.98	35.05	244.03
2013	132.59	46.40	3.340	182.33	34.59	216.92
Change 13⁄14	9.2	30.7	7.7	14.6	1.3	12.5

Aver­age eco­nom­ic impact gen­er­ated per per­son by each type of vis­it­or in 2014

Day Vis­it­ors £42.85 per Day

Stay­ing with Friends and Rel­at­ives £26.27 per Day £120.84 per Visit

All Vis­it­ors £65.20 per Day £143.44 per Visit

Non-Ser­viced Accom­mod­a­tion £35.50 per Day £237.85 per Visit

All Stay­ing Vis­it­ors £71.47 per Day £243.00 per Visit

Ser­viced Accom­mod­a­tion £134.15 per Day £254.86 per Visit

Total FTES Sup­por­ted in 2014 5,477

Defin­i­tions: • Accom­mod­a­tion: Pay­ments for overnight stays in accom­mod­a­tion, such as room rates for ser­viced accom­mod­a­tion, or pitch fees and hire charges for non-ser­viced accom­mod­a­tion. • Recre­ation: Cov­er­ing expendit­ure on a wide range of leis­ure activ­it­ies such as museum, event, con­cert / theatre and attrac­tions attend­ance as well as sports par­ti­cip­a­tion and spect­at­ing. • Trans­port: Expendit­ure with­in the des­tin­a­tion on travel, includ­ing fuel and pub­lic trans­port tick­ets. • Food and Drink: Spend on eat­ing and drink­ing at res­taur­ants, cafes and oth­er ven­ues, takeaway food, snacks and gro­cer­ies. • Shop­ping: What vis­it­ors spend on items includ­ing cloth­ing / jew­ellery, house­hold items, music / films / games, gifts and smal­ler items, books and maps, plants and garden items. • Indir­ect: The expendit­ure by loc­al tour­ism busi­nesses with­in the loc­al sup­ply chain.

Employ­ment Sup­por­ted by Tour­ism The expendit­ure and activ­ity of vis­it­ors to the Cairngorms Nation­al Park in 2014 sup­por­ted a total of 5,477 Full-Time Equi­val­ent jobs (FTEs); this rep­res­ents an increase of 6.6%, or 338 FTE jobs with­in the tour­ism sec­tor with­in the past six years, with most gains being seen with­in the trans­port, accom­mod­a­tion and food & drink sub-cat­egor­ies. Total employ­ment includes the jobs gen­er­ated by the expendit­ure of vis­it­ors on goods and ser­vices, totalling 4,665 FTEs in 2014, and the indir­ect and induced employ­ment sup­por­ted through loc­al busi­nesses and res­id­ents spend­ing tour­ism rev­en­ues loc­ally, account­ing for a fur­ther 812 FTEs. The three largest sec­tors for dir­ect employ­ment were Accom­mod­a­tion (2,558 FTEs); fol­lowed by Food & Drink (753 FTEs); and then Trans­port (657 FTEs).

Employ­ment Sup­por­ted by Tour­ism 2009 – 2014: Full-Time Equi­val­ents (FTEs) by Type

Sec­tor­al Dis­tri­bu­tion of Employ­ment — FTES	2014	2009	+/- %
Accom­mod­a­tion	2,558	2,401	6.5%
Food & Drink	753	712	5.8%
Recre­ation	291	280	4.2%
Shop­ping	405	383	5.7%
Trans­port	657	609	8.0%
TOTAL DIR­ECT	4,665	4,385	6.4%
Indir­ect	812	754	7.7%
TOTAL	5,477	5,139	6.6%

STEAM FINAL TREND REPORT FOR 2009 – 2014 CAIRNGORMS NATION­AL PARK

KEY PER­FORM­ANCE INDIC­AT­ORS BY TYPE OF VIS­IT­OR — COM­PAR­ING 2014 & 2013 — INDEXED TO 2014	Stay­ing in Paid Accom­mod­a­tion	All Vis­it­or Types
KEY
An increase of 3% or more
Less than 3% change
A Fall of 3% or more

ITEM	Ser­viced	Non-Ser­viced	Stay­ing with Friends and Rel­at­ives (SFR)	All Stay­ing Vis­it­ors	Day Vis­it­ors
Vis­it­or Days M	1.079	1.708	0.137	2.924	0.818	3.743
Vis­it­or Num­bers M	0.573	0.256	0.030	0.859	0.818	1.677
Dir­ect Expendit­ure £M	136.26	60.64	3.599	208.98	35.05	196.31
Eco­nom­ic Impact £M	144.75	49	60.64	3.599	208.98	35.05	244.03
Dir­ect Employ­ment FTEs	2,745	1,391	49	4,186	479	4,665
Total Employ­ment FTEs						5,477

Per­cent­age Change

Ser­viced 8.0% Vis­it­or Days 6.0% 4.0% 2.0% Total Eco­nom­ic Impact 0.0%

Dir­ect Employ­ment ‑2.0%

Non-Ser­viced 30.0% Vis­it­or Days 20.0% 10.0%

0.0%

SFR 5.1%

5.0%

All Stay­ing Vis­it­ors 15.0%

10.0%

Day Vis­it­ors 0.0%

All Vis­it­or Types 10.0% 8.0% ‑1.5% 4.9% 5.0% ‑1.4% 6.0% 4.7% 4.8% 5.0% ‑1.0% ‑1.0% 4.0% 0.0% 4.8% ‑1.5% 2.0% 0.0% Sec­tor­al Dis­tri­bu­tion of Eco­nom­ic Impact — £M includ­ing VAT Indexed to 2014

Sec­tor­al Dis­tri­bu­tion of Employ­ment — FTEs	2014
Sec­tor­al Dis­tri­bu­tion of Eco­nom­ic Impact — £M includ­ing VAT Indexed to 2014	Accom­mod­a­tion
—-	Food & Drink
19.6%	Recre­ation
16.36	Shop­ping
59.62 20.1%	Trans­port
60.64	TOTAL DIR­ECT
Recre­ation 17.5%	Indir­ect
—-	TOTAL

STEAM FINAL TREND REPORT FOR 2009 – 2014 CAIRNGORMS NATION­AL PARK STEAM FINAL TREND REPORT FOR 2009 – 2014 | Eco­nom­ic Impact — Indexed — Total Eco­nom­ic Impact — Indexed — Total | 2014 Prices £M % Change YEAR ON YEAR | YEAR ON YEAR YEAR ON YEAR | 2009 2010 | 1.5% 2011 | 2.6% 2012 | 4.3% YEAR ON YEAR | 2013 2014 | 9.5% STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2014 215.31 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2010 218.56 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2011 224.25 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2012 214.71 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2013 222.92 Eco­nom­ic Impact STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2014 244.03

Vis­it­or Days — Total | Vis­it­or Days — Total Vis­it­or Days — Total | Vis­it­or Days — Total M | 1.9% % Change YEAR ON YEAR YEAR ON YEAR | 2010 10,226 | 2011 3772 11,647 | 2012 19.7% YEAR ON YEAR | 2013 90,276 | 2014 38.5% STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2009 215.31 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2010 218.56 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2011 224.25 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2012 214.71 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2013 222.92 Lin­ear (Eco­nom­ic Impact) STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2014 244.03

Lin­ear (Eco­nom­ic Impact) |Lin­ear (Eco­nom­ic Impact) % Change from 2009 from 2009 STEAM FINAL TREND REPORT FOR 2009 – 2014 | Eco­nom­ic Impact — Indexed from 2009 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 1.5% from 2009 STEAM FINAL TREND REPORT FOR 2009 – 2014 | Vis­it­or Num­bers STEAM FINAL TREND REPORT FOR 2009 – 2014 | 1.6% from 2009 STEAM FINAL TREND REPORT FOR 2009 – 2014 | Vis­it­or Days from 2009 STEAM FINAL TREND REPORT FOR 2009 – 2014 | Total Employ­ment % Change from 2009 | 5.6% STEAM FINAL TREND REPORT FOR 2009 – 2014 | 215.31 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2109 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 211 6.5% STEAM FINAL TREND REPORT FOR 2009 – 2014 | 4.6%

2009 TO 2014 2014 PRICES | 2014 PRICES TOTAL | TOTAL KEY MEAS­URES TOTAL Indexed

Vis­it­or Num­bers — Total M 2009 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 1.57 STEAM FINAL TREND REPORT FOR 2009 – 2014 | 2010 11,647 2011 3772 2012 19.7% Lin­ear (Eco­nom­ic Impact) | Steam FINAL TREND REPORT FOR 2009 – 2014 Lin­ear (Eco­nom­ic Impact) | STEAM FINAL TREND REPORT FOR 2009 – 2014 Report Pre­pared by: Alis­on Tipler. Date of Issue: 29/03/16