New findings published this week into the value of tourists visiting Scotland to trace their family tree reveals that in 2001 an estimated 260,000 tourists contributed around £153 million to the economy.

The summary report, commissioned by the Ancestral Tourism Industry Steering Group, also claims that the number of ancestral tourists could increase to between 300,000 and 800,000 trips annually, with the overseas market providing the greatest area for potential growth.

Overall, it predicts that the potential value of ancestral tourism could grow to between 5% and 13% of total tourism expenditure annually.

Approximately 50 million people of Scots descent are scattered around the world, representing a significant market for business. The key overseas markets are USA, Canada, Australia and New Zealand. Closer to home, the report identifies the English market as one that should be investigated further.

Since April 1998, the number of people paying to access the online records of the General Register Office for Scotland has increased by more than 500%, highlighting the popularity of Scotland in particular for many people.

Among its key findings, the summary report found:

• Ancestral tourists stay longer in Scotland than the average visitor
• Ancestral tourism benefits all of Scotland, not just the traditional tourist centres
• Ancestral tourism is a year-round activity
• Nearly 70% of ancestral tourists undertake research prior to their visit to Scotland with the second most commonly used medium being the internet
• More than 90% of respondents plan to return to Scotland in future

The findings of the work, by DTZ Pieda Consultants, will be discussed at a conference being held on Thursday, December 4 at Hopetoun House near Edinburgh, where Scotland’s tourism industry will be urged to tap into the rich potential of this growing market. The event will feature prominent speakers from the industry from the UK and overseas.

The conference forms part of the Ancestral Tourism Initiative spearheaded by the Ancestral Tourism Industry Steering Group, with its partners, Highlands and Islands Enterprise, Scottish Enterprise and VisitScotland. In addition, businesses are already forming teams to deliver new project concepts to the market place following a series of workshops earlier in the year aimed at developing the ancestral tourism product in Scotland.

Marco Truffelli, chair of the steering group, commented: "Ancestral Tourism represents a real business prospect for the entire tourism industry. As more people visit Scotland to see their ‘homeland’, it is clear that genealogy offers the industry one of the most exciting opportunities for growth. Businesses – large and small – must be ready to exploit this."

Chris Taylor, senior tourism manager at Highlands and Islands Enterprise said: "Ancestral tourism offers huge opportunities to businesses across the whole of Scotland. Whether it's Glencoe or Golspie, the desire to visit and understand particular locations where ancestors where born, lived and worked is incredibly strong. We need to gear up to meet that demand and make sure we deliver a world class experience for our visitors."

Katrina Morrison, senior tourism executive, Scottish Enterprise said: "Visitors researching their roots want to feel a sense of places and understand the lives and work of their ancestors. We are very excited that already some 200 businesses and organisations are working together using innovative techniques to develop products which will capitalise on Scotland’s unique strengths to enhance our visitors’ experience and send them home eager to return."

Richard Pinn, head of product development at VisitScotland said: "It is important that tourism businesses are focused on visitor needs and are able to provide the travel and local information that ancestral tourists need to make the most of their stay. We know that ancestral tourists are likely to return to their Scottish homeland more than once. As a result, the quality of the whole experience is vital to ensure that Scotland remains a must-visit, must-return destination and customer engagement is a key ingredient."

Issued by The Ancestral Tourism Initiative (project supported by Highlands and Islands Enterprise).