SPENDING by overseas tourists in Scotland has surged by almost a third year-on-year as high-profile marketing campaigns helped to attract wealthy holidaymakers from North America and the Far and Middle East.
New figures released by the Office for National Statistics show that spending by overseas visitors to Scotland increased by 29% in July to September last year, compared to the same quarter in 2012.
This compared to an increase in overseas visitors of just 19%, showing that those who came to Scotland last year were spending significantly more than before.
Separate figures for the 12 months to September 2013 showed that overseas visitors, including Europeans, had spent more than £1.6 billion holidaying in Scotland.
The greatest increase in spending among overseas visitors - 17% - was among those from non-North American and European markets. These tourists are thought to come mainly from emerging economies in south-east Asia and parts of the Middle East which have boomed despite the downturn.
Economic recovery in the US and Canada has also seen a 12% increase in spending among North American visitors. The launch of new airline services, such as Air Canada Rouge, which operates direct flights between Edinburgh and Toronto and Montreal, and Virgin Little Red, which increased flights between Scotland and Heathrow, have also been credited with driving the upturn.
The spending figures come after the Lonely Planet tourist guide named Scotland as the third best country to visit in 2014. Meanwhile, US TV channel CNN included Edinburgh in its list of 'Ten Best Cities for a Winter Vacation' and Rough Guide listed Glasgow as the ninth most-exciting city to visit 2014.
Professor John Lennon, Director of Glasgow Caledonian University's Moffat Centre for Travel and Tourism Business Development, said Scotland was reaping the benefit of prominent marketing campaigns, such as last year's 'Year of Natural Scotland', as well as an enhanced global interest in Scottish affairs which was likely to see tourism increase further in 2014.
He said: "What you don't see when you're in Scotland is how iconic it is as a destination on the global market.
"It's not that people are going to come to Scotland for the referendum, but that as it's discussed by the media around the world, it raises interest in Scotland.
"Then there's the Commonwealth Games, the Ryder Cup, the Homecoming celebrations. That's three big hits right there for 2014 and the legacy of those is going to continue to boost tourism for the next few years."
Tourism Minister Fergus Ewing added: "VisitScotland's confidence to continue investing in European markets has proved successful as have the agency's tourism drive in North America and the Far East.
"The rises in expenditure suggest that Scotland is thought of as a destination offering quality experiences."
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