The main objective of Homecoming Scotland is to increase tourism revenues and VisitScotland is working to a target of an 8:1 return on the core funding; meaning that a £40 million increase in tourism revenues should be delivered. The Scottish Government is, however, confident that with all the additional activities and focus on homecoming across Scotland, this return will be exceeded.
Homecoming should also have a significant impact on the annual survey figures that are used to judge the level of Scottish tourism visitor numbers and expenditure. The UK Tourism Survey (UKTS) and International Passenger Survey (IPS) provide the national statistics for the Office of National Statistics. It may not be possible to identify exactly the specific impact of Homecoming on the figures as it may not be clear whether a visitor only visited Scotland because of Homecoming.
As well as this overall assessment of the tourism figures, detailed assessments of specific events and campaigns will be carried out by VisitScotland and EventScotland. There are three main strands to these technical evaluations.
Conversion Studies of VisitScotland Marketing Activity
VisitScotland will commission a dedicated conversion study into its Homecoming marketing activity in the US and Canadian markets. The study will be carried out independently and will target respondents to their US / Canadian campaigns. This will be an online survey and respondents will be asked, among other things, about the impact of Homecoming 2009 on their decision to visit. The survey will be carried out in the winter of 2009. A similar conversion study will also be carried out in the UK and in two key European markets.
Event Organiser Outcome Reports
Each event which is receiving funding for Homecoming from EventScotland will be required to conduct an event outcome report which assesses the impact and success of the event.
Scottish Omnibus Surveys
There will be six waves of the You Gov Scottish Omnibus Studies to assess awareness and favourability towards the Homecoming programme among the Scottish population.