SCOTLAND is in line to reap a £2 billion tourism windfall from Brits holidaying in the UK in the coming years, a new report has found.
Experts say that by 2017 the country will be among the most popular destinations for 'staycationers' in Britain and will attract more than one in ten domestic holidaymakers from Scotland, England, Wales and Northern Ireland.
The figures, contained in a survey by Barclays, predict that in three years' time the value of staycation tourism will grow by a quarter and be worth £108 billion to the British economy.
And it is expected that 12 per cent of that business will head north of the border, bringing £13.1bn to hotels, attractions and other areas of the tourist industry.
VisitScotland has welcomed the figures, saying that the country is poised to build on the influx of visitors expected to attend the Commonwealth Games, the Ryder Cup and the Homecoming celebrations this year.
Malcolm Roughead, chief executive of VisitScotland, said: "It is clear that 2014 is an amazing springboard for economic growth in Scotland, with tourism leading the way.
"The opportunities of this year will be vital in ensuring the industry realises its vision to bring £1bn extra tourism expenditure to Scotland by 2020.
"The Glasgow Commonwealth Games, The Ryder Cup at Gleneagles and the 800 events of Homecoming mean that the eyes of the world are on this country, giving us an unprecedented opportunity which will lead to increased interest in Scotland, both at home and overseas.
"It is essential that we make the most of this year and convert interest in the country into visitors for years to come."
Scotland is one of four areas in the UK expected to attract a double-digit share of the staycation market in 2017.
As much as 16.2 per cent of this total spending will be in London, with 12.9 per cent being in the South East and 12.2 per cent in south-west England. In contrast, just 3 per cent of the total spending is likely to be in north-east England and only 5.8 per cent in the West Midlands.
Barclays said the hospitality and leisure sectors will benefit most from the trend towards staycationing, with spending in pubs and restaurants by domestic tourists forecast to rise by 26 per cent to £37 billion as more people dine out.
Hotels and B&B spending is set to increase by 25 per cent to £17 billion, with leisure attractions going up 27 per cent to £15 billion and shopping rising 23 per cent to £15.6 billion.
Mike Saul, head of hospitality and leisure at Barclays, said: "The economy is improving and confidence is certainly growing, and while this will lead to a gradual rise in the number of consumers looking to holiday abroad again, it is unlikely to precipitate a return to the holidaying habits we were seeing prior to the downturn.
"Those with a clearly targeted strategy are set to benefit."
Ally Scott, managing director, Barclays Corporate Banking Scotland, added: "It is key that operators understand their customer base and crucially, how to communicate with them via the channels their clients prefer to use, be it through social media, print advertising, or television and radio. "
Meanwhile, Scotland has been revealed as home to three of the UK's top 10 destinations as rated by the travellers website TripAdvisor.
Perth, Ayr and Fort William were ranked third, fourth and fifth position respectively in the company's latest list of its Certificate of Excellence awards, based on customer feedback.
In first place was Cumbria's Windermere, followed by Llandudno, Wales, in second place.
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