With over 50 million people across the globe claiming Scottish ancestry, Ancestral Tourism offers a fantastic marketing opportunity to attract more visitors and encourage them to spend more and stay longer, and it is the ideal time for tourism businesses to be aware of the opportunities existing from this market, particularly in the run up to 2014.
Thousands of visitors already choose to visit Scotland each year, either to explore their ancestry further or to get a feel for the place where their ancestors lived. However, with an estimated 4.3 million considering a trip over the coming years generating a potential £2.4 billion towards the economy – now is the time to look at the ways your business can benefit.
In addition to Homecoming, Scotland is set to host The Ryder Cup and The Glasgow Commonwealth Games, both of which are likely to attract thousands of visitors who have ancestral roots in Scotland.
There are also a number of major historic celebrations coming up, including the 700th anniversary of the Battle of Bannockburn in 2013, the 100th anniversary of the start of World War 1 in 2014 and the 300th anniversary of the Jacobite Uprisings in 2015.
The new guide, out in late spring, will provide a comprehensive and robust resource for tourism businesses based around existing market intelligence.
It contains case studies, hints and tips which will assist with the development of new products and services to attract this target market and enhance the experience of these visitors throughout the duration of their stay. The objective is to ensure that vistors to Scotland leave with unique and long-lasting memories.