The new report from VisitScotland highlights ways businesses can improve their animal instincts, potentially providing a multi-million pound boost to Scotland’s visitor economy.
With almost a third (30%) of holidaymakers basing their entire holiday around how suitable the destination is for their pet and 72% of dog owners saying they would take more holidays in the UK if there was a better attitude towards dogs, VisitScotland is urging businesses to expand their pet-friendly potential.
The new report from the national tourism organisation highlights ways businesses can improve their animal instincts, potentially providing a multi-million pound boost to Scotland’s visitor economy.
Further research, included in the paper, found that holidays with pets had an average spend of an extra £126 compared to holidays without pets, while over two thirds consider their dogs as family members when booking holidays.
The lucrative pet market has continued to grow in recent years and is now worth over £4bn. With an estimated 12 million households in the UK owning a pet, including 8.5 million dogs, the economic benefits of expanding pet offerings to domestic visitors could be hugely significant.
Analysis of searches on visitscotland.com also found that there was 95% more interest in pet related searches compared to searches for romantic holidays.
The release of the trends paper follows the launch of VisitScotland’s search for an ‘Ambassadog’ to set their ‘paw of approval’ on journeys across Scotland.
Working in partnership with recruitment agency Denholm Associates, the national tourism organisation is looking for a four-legged friend to follow in his or her owner’s footsteps, taking in everything Scotland has to offer – all to be documented on social media.
Malcolm Roughead, Chief Executive of VisitScotland, said: “Scotland is the perfect destination for pet owners with our beautiful, spacious parks and award winning beaches providing an excellent environment for furry friends.
“Pet tourism has the possibility to be worth millions to Scotland’s visitor economy and this latest paper offers some great tips for businesses on how to become more pet friendly, unlocking the potential of this lucrative market.“
The search for a Scottish Ambassadog is part of VisitScotland’s new Spirit of Scotland campaign, launched in February 2016. The global campaign is built on extensive research which shows that people think Scotland has a unique spirit– whether it’s the magic of the landscapes or the warmth of the people. Everyone who has shared their #ScotSpirit will become part of a special social movement.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
