Analysis: Snow, strikes and ash cloud all took their toll

Published on Thursday 27 January 2011 18:12

THERE'S no doubt that Scottish tourism, like destinations across the world, is facing a tough trading environment, but it certainly isn't all doom and gloom, writes Malcolm Roughead.

International spend is up 10 per cent and there has been an increase in people who live in Scotland holidaying in their own country.

That means the staycation effect has been extremely strong in Scotland. The downside of that is that many people from our nearest markets, including England, are also staying at home.

During 2010, we had to deal with two dramatic snow events, striking airlines and the volcanic ash crisis. Even the latter stages of the World Cup in July impacted on people travelling during that month - with potential visitors taking the time off but staying at home.

These have all affected consumer confidence, along with the government's austerity measures, which have led to our strongest market - the domestic market - delaying holiday plans and short breaks because of worries about job security.

• Malcolm Roughead is chief executive of VisitScotland.