The return of the Royal National Mòd to Inverness after 17 years generated £3,547,661for the business community in the Highland capital, over a £1million more than the event's target, according to a new survey.
The report, delivered by 'The Market Specialists' shows the nine day festival in October, entertained over 9000 unique visitors, 78% of whom came from outside the city. Some 67% were in Inverness with the sole purpose of attending the Mòd, while 25% lived in the Highland capital.
Organised by An Comunn Gà idhealach, the event is the most important of celebration of the Gaelic language in Scotland. The figures underline the Mòd's importance, not only to Scotland's cultural calendar but also to its economy, as 74% of attendees revealed they would not have taken a trip during that week, had it not been for the festival.
Findings from the 2014 festival show there was huge return on the Highland Council's investment in the event, with £19 spent for every £1 invested in their governing area and this rose to £25 for every £1 invested at a local level.
The 2014 festival saw its return to the Highland capital for the first time since 1997 and its impact was greater than ever.The city's hotels, restaurants and shops benefited with 60% of attendees staying in a hotel, guest house, rented accommodation or hostel with the average length of stay for overnight guests being 4.2 days. Some 62% of festival goers reported going shopping at least once (25% on "most days") while 59% visited pubs at least once (24% "most days") and 86% ate out at least once (55% on "most days").
There were 200 competitions during the Mòd, whilst almost 100 Fringe events added to the atmosphere in Inverness. Visitors came from across Scotland, the UK, Canada and even the United Arab Emirates
The atmosphere was such that 61% said the "buzz" of the festival was "well above" or "above" expectations and 59% said Inverness as a host city was also as impressive. The same percentage indicated they would definitely come to the city for a future holiday/short break, another 16% said they would possibly do so.
John Morrison, chief executive of An Comunn GÃ idhealach said: "We are absolutely delighted with this report, especially as it unveiled 37% of attendees are learning or want to learn Gaelic and we want to see that figure grow.
"It confirms the value of the event and the return it can have for host cities, other funders and commercial sponsors - their support is hugely valued and we need it to continue. This return may have been even greater had we received additional funding and we look forward to over-coming the obstacles that make it difficult for, in particular, Creative Scotland to financially back The Mòd, as we have never managed to secure their support."
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