Fast facts
Examples of VisitScotland social media activity
Tourism in Orkney 2014
Total GB Visitor Spend
Total GB Trips
Employment
£25 million
64,000
1,000
How we’re working to grow the
visitor economy.
Top markets for Orkney 2014
GB
Scotland
England
Total Value
Trips (000)
32
31
64,000
Spend (£m)
7
18
£25 million
Sources: Great Britain Tourism Survey (GBTS) 2014,
International Passenger Survey (IPS) 2014 and The
Scottish Government Growth Sector Statistics: Local
Authority Area Database, 2012.
Figures may not add up exactly due to rounding.
Regional tourism data is produced from surveys and
can have a relatively small sample size. This can
increase error margins and therefore data should be
treated with caution. If you need any more information
please contact your local team. Further information on
research is available on visitscotland.org.
Example of VisitScotland
marketing activity
Hundreds of thousands of potential visitors follow
the VisitScotland Facebook and Twitter accounts.
Front cover: Modern Sculpture on Display at The Pier Arts Centre, Stromness; Hume Sweet Hume, Westray; St Magnus
Cathedral, Kirkwall and The neolithic village of Skara Brae.
Contact us
VisitScotland
The Travel Centre
West Castle Street
Kirkwall
Orkney, KW15 1GU
Barbara Foulkes
Island Manager, Orkney
01856 872001
[email protected]
Delivering for
Orkney 2015
Visit visitscotland.org to:
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Access a range of advice materials and toolkits
See the latest tourism research and statistics
Register for industry events
Follow our industry Twitter feed for the latest updates
@visitscotnews or connect with us through
linkedin.com/company/visitscotland.
visitscotland.com
visitscotland.org
VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm
the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any
information disclosed and accepts no responsibility for any errors or omissions.
“The Year of Food and Drink Scotland 2015 has seen us build on the success of 2014
and given the world a taste of what Orkney has to offer.
The Year of Innovation, Architecture and Design 2016 shines a spotlight on all of
Scotland’s achievements through a wide-ranging variety of activity. With archaeological
treasures dating back over 5,000 years, the Orkney Craft Trail and jewellery designers,
Orkney is perfectly placed to take advantage of the year and boost tourism across
the region.
Tourism provides an international shop window for Orkney, creating 1,000 jobs and generating over
£25 million for the region’s economy, demonstrating that it is much more than just a holiday experience.
We continue to deliver for the region by working in partnership with The Orkney Islands Council, Orkney
Tourism Group, other public sector partners and business groups to promote the islands as a fantastic
place to visit and invest in.”
Barbara Foulkes
Island Manager
Over £41,000
invested by VisitScotland in Orkney events between April
2014 and March 2015.
VisitScotland also supported the festival by sponsoring the production
of flyers for the event, which were distributed at Celtic Connections in
Glasgow and at VisitScotland Information Centres.
193,093
searches involving Orkney were made
on visitscotland.com in 2014/15.
Over 6,500
entries to win a pair of free passenger
ferry tickets for Orkney.
VisitScotland’s marketing provides a
shop window for Scotland – stimulating
investment and jobs as well as millions of
visitors for the country.
Working in partnership with Orkney
Islands Council and Orkney Tourism
Group, VisitScotland’s campaign
activity generated over 21 million
opportunities to see and hear
messaging on the islands in our
seasonal 2014/15 campaigns.
© Mark Ferguson
Activity encompassed press and online
advertising, as well as a direct mail pack.
awarded to Orkney Folk Festival as part of Year
of Scotland Food and Drink 2015.
Orkney business listings on visitscotland.com.
Breaks full of brilliant moments
Enjoy them by the sea in
The enchanting islands of Orkney await you this spring.
Enjoy some authentic island experiences and 6,000 years of history in the Heart of Neolithic Orkney,
stroll along idyllic beaches and sea cliffs and get up close to rare wildlife. Don’t forget to sample
Orkney’s delicious produce and join our fantastic events in Scotland’s Year of Food & Drink.
Book your break in Orkney now and remember to share your #brilliantmoments.
Over 12.8 million
94,000
potential visitors reached worldwide by our consumer PR
activity for Orkney between April 2014 and March 2015.
weekly Daily Mail (Scotland) readers
were encouraged to visit Orkney through
our ‘It’s Friday! What’s On’ partnership.
referrals to Orkney businesses from
visitscotland.com.
As part of the Year of Food and Drink Scotland 2015 fund,
EventScotland awarded the 33rd Orkney Folk Festival (21-24 May)
£3,000 to showcase Orkney’s famed food and drink produce.
£3,000
More than 400
More than 43,000
During 2014, EventScotland - a team within VisitScotland’s Event’s
Directorate, funded a variety of events in the Islands, including the
Orkney Nature Festival (£10,000) and Orkney International Science
Festival (£11,000).
WIN
VisitScotland’s marketing campaigns signpost to visitscotland.com
for more information and inspiration on Scotland’s regions.
A BRILLIANT
7-NIGHT BREAK
IN ORKNEY FOR 4!
Building on the success of 2014, VisitScotland ran
a Brilliant Islands Moments marketing campaign
at the start of 2015, in partnership with Serco
NorthLink Ferries and Calmac.
visitscotland.com/winorkney
Relish our natural wonders and awe-inspiring
landscapes, Yesnaby, West Mainland
In 2014/15 the website experienced a 134% increasevisitscotland.com/winorkney
in traffic to the
Islands
full of brilliant
moments.
Orkney regional landing pages of the site Orkney.
from the
previous
year.
Traffic increased from over 40,000 to over 94,000 visits. During the
same period searches for Orkney on visitscotland.com increased
by 42% to over 193,000 and more than 86% of those searches
were for accommodation.
Remember to
share your Orkney
#brilliantmoments.
Enter our prize draw at:
visitscotland.com/brilliant
The campaign generated over 10.5 million
opportunities to see and hear messaging on
Scotland’s Islands, including Orkney.
Over 6,500 entries were received for Orkney as
part of a prize draw to win a pair of 8,000 free
passenger tickets for one of Scotland’s Islands.
VisitScotland is providing digital platforms for every business, large
or small, to take their message across the world through a free
listing on visitscotland.com.