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Visitor Attraction Statistics
Since 1999, The Moffat Centre has worked on behalf of VisitScotland to compile the national statistical performance indicators of the country's cultural tourism attractions.
The annual Visitor Attraction Monitor supplies detailed data on around 700 participating Scottish attractions. This means 76.8% of known attractions in Scotland have provided us with their visits' information for 2008! Information covers visits data as well as more operational information such as staffing, average revenue and dwell time. Some qualitative information is also collated to probe negative and positive factors affecting the industry.
This report is used at a local and national government level to inform policy as well as being an important tool of tourism performance analysis. Industry use it as a benchmark tool, e.g. to compare their performance with competitors that have similar tourist attractions, or are located within the same region.
The Moffat Centre also produces a monthly Visitor Attraction Barometer, on behalf of Visit Scotland. The reports map trends, visitor numbers, and other key variables of more than 500 visitor attractions across Scotland. The Barometer is one of the earliest indicators of tourism performance in Scotland, with only one month data turnaround. It is even used by the Bank of England as one of their economic monitoring tools.
Download the reports on VisitScotland’s industry website.
Academic Journal Articles, Books and Book Chapters
The Moffat Centre has a range of academic expertise covering topics such as visitor attractions, heritage management, discourses of human tragedy in museums, culinary tourism, tourism economics and understanding tourism management in the public sector.
Professor John Lennon is recognised as the pioneer of ‘dark tourism’. John was lead author of the flagship publication in this domain titled Dark Tourism: The Attraction of Death and Disaster and continues to deliver keynote presentations on this topic at various conferences.
He was recently approached by British television comedian and journalist Dom Jolly to provide advice on writing about dark tourism. To access our a list of our publications, click on the relevant links on the left.
Press and Media
For any articles that appeared in the press and media, visit our News' section.
Other Reports
• The Economic Impact of Windfarms on Scottish Tourism for Scottish Government
• Sightseeing in the UK (2000-2002) – Summary Information Sheets
• Visits to Tourist Attractions in Wales (2005/2006) for VisitWales
