THE three ``kilt'' movies Rob
THE three ``kilt'' movies, Rob Roy, Braveheart, and Loch Ness have brought unprecedented benefits to the Scots economy, particularly the tourist industry, according to a Scottish Tourist Board report.
For the first time, figures have substantiated the hitherto anecdotal evidence of the strong correlation of visitor spending and the Hollywood movies factor.
Visitor numbers of 42,500 to the National Wallace Monument outside Stirling over the period of April to mid-August last year have leapt 147% to 105,000.
The Rob Roy Centre at Callander has enjoyed a 19% increase in tourism interest, while Stirling Castle's visitors are up 33%.
Film-related press trips have generated 215 press articles and 35 broadcasts, the equivalent of #11.45m worth of advertising.
The report also welcomes the success of a ``two for one'' hotel project by the STB linked with Fox Guild, the video arm of Twentieth Century Fox, promoting the video rental launch of the Braveheart movie in the English market.
For an investment of #10,000 in servicing inquiries, managing the offer and introducing customers to hotels, the promotion attracted #480,000 of visitor spending, excluding travel and shopping.
While it acknowledges that tourism officials will never be able to measure the precise economic impact of movies on visitor numbers and spending, the report nevertheless states that it is clear that certain case studies have already proved the kilt movies have brought considerable economic and promotional benefits to the tourist industry.
In the light of this evidence, the STB is likely to call for the development of stronger links, both formal and informal, between the newly-created body Scottish Screen and the partners in the Scottish Tourism Co-ordinating Group.
A tourism conference tomorrow will hear details of the industry's performance this year and details of its contibution of #2.2bn to the Scottish economy.
Mr Allan Shiach, chairman of Scottish Screen, the single umbrella organisation established earlier this year by Scottish Secretary Michael Forsyth to oversee Scotland's burgeoning film industry, accepted that vast improvements had been made in Scotland's ability to attract film industry.
In 25 years in the film business, he had not seen positive mentions of Scotland's place in the industry, he said, until two weeks ago - when the Hollywood Reporter ran a headline on its front page: ``Scottish Films are the Exciting Area.''
However, he warned that Scotland must be prepared to attract non-heritage type films.
``We will eventually run out of historical films, but at least to the world we do not look the way they thought we did when they saw Brigadoon,'' he said.
Mr Graham Birse, STB director of public relations said: ``The opportunities for major motion pictures to come to a country like Scotland are rare. When they arise they need to be grabbed. We have learnt some lessons, otherwise arrangement for things such as attracting and looking after film-makers would not have changed.''
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