§ Mr. Norman Hoggasked the Secretary of State for Scotland what discussions he has had with the chairman of the Scottish tourist board about the number of visitors from North America expected in the current summer; and if he will make a statement.
§ Mr. John MacKayMy right hon. and noble Friend the Minister of State met the Chairman of the Scottish Tourist Board at the opening of the British Travel Centre on 13 June. Later that day, he joined the Chairman at a special welcome for North American visitors at the Scottish Tourist Board office at 19 Cockspur street, London. The theme for the day was "Go for Scotland, America."
There was evidence of some downturn in visitors from North America in April and May. The indications are that the situation is beginning to return to normal and that the North American trade is picking up again. There are a number of special factors this year which are having an impact. Firstly, 1984 and 1985 were exceptionally good years with considerable growth in the number of Americans visiting the United Kingdom. It would have been unrealistic to expect this rapid growth to have 384W continued indefinitely. Exchange rates are not this year as favourable for the North American visitor, gasoline prices have fallen in America and their home market is being aggressively marketed with many competitive packages on offer. Also, we cannot ignore the special attraction this year of EXPO '86 in Vancouver.
The British Tourist Authority and the Scottish Tourist Board have stepped up their marketing activities. Last year the Scottish Tourist Board launched a new scheme—AMNET—to promote Scotland and Scottish tourist products through the United States travel trade. The aim is to increase awareness of Scotland as a holiday destination and to build up a network of United States travel firms handling Scottish holidays. It is expected that this scheme will increase visits to Scotland but it is too early to assess its impact.