1. Contact us
VisitScotland
Castle Wynd
Inverness
IV2 3BJ
Scott Armstrong
Regional Partnerships Director
T: 01463 244170
E: scott.armstrong@visitscotland.com
Laura Howarth
Partnership Communications Executive
T: 01463 244169
E: laura.howarth@visitscotland.com
visitscotland.com
visitscotland.org
Delivering for Moray Speyside
How we’re working to grow the
visitor economy (2013/14).
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.
Front cover: Kilted Heroes at the Spirit of Speyside Whisky
Festival from Brilliant Moments Advert; Sea Kayaking at the
Bow Fiddle Rock, Portnockie, Moray; Kite Surfing, Findhorn
Beach, Moray and a guest barman pouring a glass of whisky
in the Malt Barn Bar at the Glenfiddich Distillery during the
Spirit of Speyside Whisky Festival, Moray.
Twitter (consumer): over 100,000 followers
Facebook: nearly 500,000 likes
Example ofVisitScotland social media activity
Examples ofVisitScotland marketing activity
Visit visitscotland.org to:
• Sign up to our industry newsletter the eUpdate
• 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.
Fast facts
Tourism in Moray Speyside 2013
Total Visitor Spend £86 million
Total trips 345,000
Employment 2,500
Top markets for Moray Speyside 2013
GB Trips (000) Spend (£m)
Scotland 215 32
England 87 24
Wales 9 16
Total value 311,000 £73 million
Overseas* Trips (000) Spend (£m)
Total value 34,000 £13 million
Top five overseas markets for Aberdeen &
Grampian in 2013 (by trips)
1 Germany
2 Norway
3 Netherlands
4 France
5 USA
Sources: Great BritainTourism Survey (GBTS) 2013, International
Passenger Survey (IPS) 2013 andThe Scottish Government Growth
Sector Statistics: Local Authority Area Database, 2011. *Overseas data
for Moray is estimated based on IPS data.
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.

2. 45 millionadults have viewed Moray Speyside
in the VisitScotland
Brilliant Moments TV advert.
135,115readers for The Australian newspaper, which featured aYear of
Natural Scotland article including Moray Speyside.
Over 33,000visitors received information and inspiration from
our VisitScotland information network in 2013/14.
Over 10 millionviewers for China’s ChengdyTVTravelogue
Programme, which filmed at Glenfiddich Distillery.
“Tourism is more than a holiday experience, it is at the heart of economic success in Moray
Speyside supporting 2,500 jobs and generating £11 billion for the Scottish economy.
VisitScotland delivers economic success by showcasing the region as a place to visit and invest
in, providing a shop window for business activity. During Homecoming 2014 Moray Speyside has
taken centre stage with numerous events including the Spirit of Speyside Festival.
Scotland welcomed the world in 2014, with theYear of Homecoming Scotland, which has given
us a taste of what is possible and created an appetite for success for theYear of Food and Drink
Scotland in 2015 and beyond.With our globally recognised whisky product, amazing food
offerings and passionate local producers in Moray Speyside we’re well placed to capitalise on this
and make the most of the year.
And, by working in partnership with Moray Council, other public sector partners and business groups, we continue to
promote all that Moray Speyside has to offer.
In 2014 we’ve welcomed the world – now we need to take Scotland to the world and reach a global audience.”
Scott Armstrong
Regional Partnerships Director
3.42 millionvisits to VisitScotland’s international web pages
during the Meet the Scots 2014 campaign period,
which included Moray Speyside messaging.
EventScotland,VisitScotland’s events directorate, awarded events in Moray
Speyside a total of £88,500 as part of theYear of Homecoming 2014.
This included £50,000 for the Spirit of SpeysideWhisky Festival 2014,
which was a Signature event within the Homecoming programme.
The festival, now in its 15th year, held a record 431 events, with many
selling out before the festival began. 2014 saw the festival introduce the
Spirit of Speyside Sessions, supported by Homecoming 2014.
Findhorn Bay Arts Festival, which celebrates both myth and reality, was
awarded £35,000 by the Homecoming fund.
Homecoming Scotland has been a year-long programme of events taking
place in 2014.
VisitScotland’s £5.3 million Brilliant Moments
campaign featured a TV advert involving‘real’
people reading a specially penned poem, against
a backdrop of dramatic Scottish locations, and
highlights Moray Speyside’s whisky offering.
Elgin based Ian Millar, Global Brand Ambassador
for Glenfiddich Single Malt Whisky, delivers the
line in the poem inviting people to come join the
celebrations.
Over 45 million adults have seen Moray Speyside
featured in the Brilliant Moments TV Advert.
£44,655awarded to Moray Speyside by EventScotland
for events from April 2013 - March 2014.
VisitScotland’s international Homecoming“Meet the Scots”campaign
targets millions of potential visitors in our key overseas long-haul and
European markets and features representatives from Moray Speyside.
Kevin Reid, DistilleryTechnician for Strathisla Distillery and Ann Miller, Brand
Ambassador for Chivas brothers, joined six other new additions to the
Scots ambassador campaign in 2014. Kevin was also the headliner for the
campaign duringWhisky May, as part of the seasonal calendar activity.
The international Homecoming campaign has a heavy bias towards online
activity, but also includes print advertising, digital outdoor videos and
newspaper inserts and is fully integrated withVisitScotland’s enewsletter
and social media activities. Campaign activity across all markets is
comprehensively supported by a programme of PR activity as well as
product development and promotional activity in partnership with
industry at home and overseas.
Meet the Scots activity was carried out in partnership with United Airlines,
Lufthansa, Germanwings and InsightVacations, to name just a few.
Over 1,500tickets sold for inaugural Spirit of Speyside Sessions,
supported by Homecoming Scotland.
£161 millionAn estimate of the total investment that will impact on
Moray Speyside tourism and enhance the quality of the
visitor experience over the next three years, as provided
by the National Tourism Development Framework*.
This includes £146 million roll-out of superfast
broadband across the Highlands & Islands.
VisitScotland’s consumer e-newsletters are
emailed out to over 700,000 UK & Ireland
consumers a month and are tailored by
consumer segment so that they have the
greatest impact.
During Homecoming 2014, Moray Speyside
events, Piping Hot Forres, Spirit of Speyside
Whisky Festival and the Gordon Castle
Highland Games have had some great
coverage, highlighting the area to potential
visitors.
*
This information was correct as at September 2014.