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Results from the 'How's business' tourism survey

Tue 11 Feb 14

New survey shows confidence growing amongst Fife tourism businesses.

Growth in Fife tourism mirroring global tourism trends with growth of 4%

A new survey of Fife tourism businesses has shown growing confidence in the sector. Mirroring the 4% growth in global tourism and exceeding the 1% economic growth in Scotland generally, the confidence and growth has been welcomed by the tourism sector and the Fife Tourism Partnership.

More than 75% of local tourism businesses claim they plan expansions or investments this year. More than half also report that their business had seen increase in repeat business. Use of online marketing is also increasing for tourism businesses as well as promotional deals and increased marketing generally. More than half also said they work in partnership with other businesses in their area.

Availability and speed of broadband and VAT were cited as the two major concerns for business operations and growth.

The survey also revealed that the staycation trend continues with 63% of Fife visitors coming from Scotland, 9% from England, 9% from Europe and 6% from North America.
The survey was carried out by the Fife Tourism Partnership which engages with more than 1000 businesses in Fife to support and develop tourism.

John Parker, Chair of the Fife Tourism Partnership, said, "This year's survey is significantly more optimistic than last year and it is heartening to see that the use digital marketing, collaboration with other local businesses and plans to improve facilities, explore new markets and expand are all on the agenda now. I was also very pleased to see that staff training is in place as only the best customer service will help us secure continued repeat business."

Cllr Lesley Laird, Fife Council's executive member for Business, Enterprise, Economy & Planning, said, "This is a welcome piece of research and I'm delighted that so many businesses are reporting such positive trends. Fife Council recognises the strategic importance of tourism which is worth £313m per annum and supports around 6,000 jobs. The review of the Fife tourism strategy will find the survey results very useful."

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