A new survey has highlighted the importance of the tourism industry to the Argyll and the Islands economy, with the sector generating over £140 million (pounds) a year for the area.

Approximately 850,000 overnight trips are taken in Argyll and the Islands each year and the Scottish Tourist Board (STB) estimates that over 9 per cent of the area's employment is dependent on the tourist market.

The recent study has revealed that visitors spend an average of £40 a day during their trip and 43 per cent of visitors described their visit to the area as better than they expected.

The study was jointly commissioned by Argyll and the Islands Enterprise (AIE); Highlands and Islands Enterprise (HIE); Argyll and Bute Council; Argyll, the Isles, Loch Lomond, Stirling & Trossachs Tourist Board (AILLSTTB); STB; and the Highlands and Islands Objective 1 Partnership.

Research was carried out by Edinburgh-based System Three between May and October last year, with some 2010 visitors interviewed at various locations throughout the region.

Other key findings include:

• 34 per cent of holiday visitors to the area are Scots, while 49 per cent are from elsewhere in the UK. Overseas visitors make up the remainder with the highest proportion of those coming from the United States (18 per cent);
• The largest proportion of people visiting the area are aged 35-54 years, although North Argyll, including Oban, Islay, Jura, Tiree and Coll attracted a higher proportion of younger visitors (aged 16-34 years);
• 53 per cent of visiting parties were couples, 22 per cent were families and 13 per cent were individuals;
• For 50 per cent of holiday visitors, their trip to the area was their main holiday, while the other 50 per cent said they were on a secondary or additional holiday;
• The average stay in the area is between five and six nights;
• The majority of visitors travelled to the area using their own transport;
• Hotels are the most popular choice of accommodation;
• Low level walking is the most popular sporting activity among visitors (46 per cent), while the favourite non-sporting activity is general sightseeing (80 per cent).

Levels of satisfaction were generally high, although the survey highlighted some concerns about the lack of evening activities and the majority of respondents said there could be a better choice of places to eat out. Visitors were also of the opinion that tourist shopping facilities in Argyll and the Islands are limited.

AIE's Chief Executive, Ken Abernethy said: "The results of the visitor survey confirm the importance of tourism to the area, generating thousands of pounds for the local economy and supporting hundreds of jobs. It is important that the organisations involved in promoting Argyll and the Islands as a quality tourist destination act upon the findings, improving on any weaknesses and taking advantage of the strengths."

Chief Executive of the local Area Tourist Board, James Fraser said: "This is a very useful survey and the feedback from visitors will enable us to lobby more effectively on issues such as the impact of high petrol prices and the need for improved tourist signposting. The results should also help inform the future marketing activities of the Board and individual tourism businesses throughout Argyll and Bute."

Seamus Lalor, Head of Economic Development, Tourism and Leisure at Argyll and Bute Council said: "A wide variety of organisations will be able to use the information gathered in this survey for developing tourism and visitor strategies and guiding future business plans for tourism projects."

The full findings of the report will be the subject of a series of seminars taking place this month:

• Friday 14th April, 2pm at the Kintyre Marketing Group Annual Conference at Stonefield Castle Hotel, Kintyre. £5 members, £10 non-members.
• Monday 17th April, 11am at The Royal Hotel Oban. Free of charge.
• Tuesday 18th April, 11am at The Royal Marine Hotel, Dunoon. Free of charge.