A new survey has shown that tourism is worth almost £33 million (pounds) a year to the economy of the Western Isles, accounting for over 14 per cent of the area's GDP.

The research has also highlighted the importance of business travellers to the area, representing 18 per cent of all visitors, and shows that for most foreign visitors the Western Isles represent only one part of their holiday itinerary.

According to the study 165,000 people visit the islands each year, and almost all leave the area with their holiday expectations met or exceeded (95 per cent).

The £22,000 (pounds) study was carried out on behalf of a partnership involving Western Isles Enterprise (WIE), Comhairle nan Eilean Siar (CNES) and the Western Isles Tourist Board (WITB). Further funding came from the European Objective 1 Technical Fund and Highlands and Islands Enterprise (HIE).

The research was carried out between May and October last year, with some 2000 visitors surveyed as they left the Islands after their holiday. The study objectives were to provide an insight into visitor patterns, with issues covered including: reasons for visiting the area; leisure and recreation activities undertaken; accommodation used; spending patterns; and visitors' perceptions of the area's value for money and quality of service. The information will also form a baseline for future studies.

Other key findings include:

• 48 per cent of visitors use their own private transport;
• 71 per cent of visitors spent time on Lewis, with this percentage declining to 19 per cent visiting Barra;
• 38 per cent of visiting parties were couples, 21 per cent were families and 16 per cent were individuals;
• 38 per cent of visitors came from Scotland, 38 per cent from the rest of the UK and 24 per cent from overseas;
• 51 per cent took part in low level walking, 10 per cent in cycling and 8 per cent in angling;
• Average spend per person was £203 (pounds), with a strong demand for locally produced products;
• Average length of stay in the Islands was 6.37 nights;
• 80 per cent of visitors came from social groups A, B and C1.

WIE chief executive Donnie Macaulay said: "The survey results again confirm the integral part which tourism plays in sustaining the Islands' economy and highlights a number of areas of opportunity such as activity holidays, cultural tourism and local products development. There is a wealth of information here which will be very useful."

Chairman of CNES Development Services committee, Councillor Donald MacLean said: "This information will be of interest and use to a wide variety of organisations involved in the tourism industry in the Western Isles and will be of particular value in providing information in developing tourism and visitor strategies, and in guiding business plans for tourism projects."

Mary Ann MacIver, WITB visitor services manager said: "This survey highlights the significant value of tourism to our islands and the importance of the industry to the local economy. It will help shape tourism development for the future."

The full findings of the report will be the subject of a series of presentations to Councillors, those involved in the industry and the public. On Wednesday 29th March the report will be considered by the Development Services committee of Comhairle nan Eilean Siar. This will be followed on Thursday 30th March with a presentation in Benbecula and on Friday 31st March in Stornoway. The Benbecula presentation will be held in the new college building at Ballivanich at 2.30pm, the Stornoway event will be held in the Caberfeidh Hotel at 7.30pm. Both are open to those working in the tourism industry, and to the general public.