The Courier & Advertiser (Angus and Dundee)
Everyone wishes they were here
Local businesses could get a summer staycation boost as more tourists choose to holiday at home, Michael Alexander reports
It was the Americanised buzz word that became part of everyday language following the financial crash of 2008.
Recession-hit Britons, feeling the pain of job losses and financial insecurity, abandoned foreign holidays in favour of “staycations” – holidaying within driving distance while sleeping in their own beds at night. That’s day trips in old money. According to the latest statistics, the appeal of the staycation – now widened to describe any UK citizens holidaying in the UK – continues to grow, with 46% of 1,000 people questioned in a survey indicating they will opt for trips in the UK this summer rather than holidays abroad.
Expense, preference and fear of terrorism were the main reasons given by people increasingly reluctant to go overseas.
The survey, by Hatchbag, reveals the age group most likely to opt for a staycation is 45-54, closely followed by 35 to 44-year-olds.
It also reveals Scotland is set to benefit most, with 25% of respondents saying they would be most likely to visit north of the border during a stay-inthe-UK holiday.
A £5bn industry
VisitScotland told The Courier Scottish tourism expense on overnight trips is valued at £5 billion per year – and Dundee, Tayside and Fife are the areas benefitting.
Malcolm Roughead, chief executive of VisitScotland, said: “With Scots enjoying more than 6.5 million holiday trips in their own country every year, the popularity of ‘staycations’ shows no signs of abating.
“As the results of this survey show, many people are looking closer to home to enjoy a holiday this summer.
“The region will have even more to offer next year, when the V&A is set to open its doors.
“Domestic tourism plays a key role in our industry. It creates jobs and sustains communities in every corner of Scotland all year round.”
Dundee Heritage Trust operations director Mark Munsie said Discovery Point – the home of RRS Discovery – had higher than the national average for international visitors, rising from 19% to 22% of the attraction’s 55,000 visitors over the past year.
Around half the remainder came from the Scottish domestic market, with around 26% from England.
He also echoed the optimism for when the V&A opens: “Looking ahead to 2018, we expect an increase in both domestic and international visitors when it opens and are working closely with them and other Dundee tourism partners to maximise on the impact.”
Another of the trust’s attractions – the Verdant Works museum – had also seen a rise in visitors, thanks largely to the development of High Mill.
However, a greater percentage of visitors here tended to be local.
Stephen Carter, general manager of the Old Course Hotel in St Andrews, said the five-star venue has always been popular for golfers doing staycations.
However, there has also been a rise in non-golfers coming to the resort for spa weekends or to explore St Andrews – especially foodies who have been recommended to sample renowned restaurants in the area.
He added: “The V&A in Dundee should have a great impact on local business.
“More than anything, it further highlights our wonderful little corner of the country as a place worth visiting – whether you’re travelling from within the UK or further afield, it’ll be a great asset.”
Simon Baldwin, director at Fifebased Destination66, advises businesses in retail, tourism and leisure.
He said his research revealed that in addition to traditional holiday accommodation, the flexibility provided by Airbnb is often ignored in the market place.
Hundreds of beds
He added: “If you take St Andrews – one of the key tourism magnets in Scotland – the town has hundreds of ‘official’ tourism beds with a collection of guest houses, hotels and self-catering properties.
“Research shows that Airbnb guests spend longer in an area and spend more beyond their accommodation.
“They are also very active on social media channels and share content freely – all to the wider benefit of tourism promotion.”