Comparative Analysis: Tourism in London and Scotland Business Report

This report provides a comprehensive analysis of the tourism industry in London and Scotland, drawing from UNWTO data and the TTI competitive index. It compares the geographical attractiveness, key tourism products, accessibility, and connectivity of both destinations. The report identifies key markets and assesses how current tourism trends are met, including an evaluation of visa accessibility and political stability. It concludes by determining which destination is more successful in terms of tourism offer, justifying the response with insights into marketing strategies and tourist experiences. The analysis highlights London's appeal to cultural and leisure tourists and Scotland's focus on adventure and heritage tourism, emphasizing the importance of business management and promotional activities in attracting a wide range of consumers and boosting the country's economy. Desklib provides access to similar reports and study tools for students.

Tourism international
business and
management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The report is on the basis of tourism industry and its management. It includes two
destinations the first destination is London and the second destination is Scotland. The above
report includes the data related to the city. Which includes the city attraction and places which
are tourist attraction. The current trend of tourism in the city and the political stability of the
destination is being described in the report.
MAIN BODY
1) With reference to UNWTO Tourism Highlights 2018 and 2019, identify the global region
with the strongest growth in terms of tourist numbers and income generated by tourists.
(5%)
Region: (please
specify)
London and
Scotland
2017-2018 2018
-
2019
Number of
Arrivals
51.4
Income
generated by
tourists:
66.3 Billion
Arrivals:
2.7 Million
Income
generated by
tourists:
6 Billion
2) Within the identified region choose any 2 tourism destinations (provide the latest tourists
arrival information, and income generated by tourists). Reference your findings (5%)
Destination 1.(please
specify)
Destination 2.(please
specify)
Number of Tourist
arrivals:
London visitors approximate
16.8 Million
Scotland visitors
approximate 2.7 Million
Income generated by
tourists
66.3 Billion
65 Million

3) Looking at the TTI competitive index how do the two destinations rank? What are their
key strengths? (5%)
Destination 1 (please specify country and
ranking)
Key strengths:
1. Huge Ferris Wheel
2.Tower of London
3. Buckingham Palace
Destination 2: (please specify country and
ranking)
Key strengths:
1. Edinburgh Castle
2. Ben Nevis
3.Popular destination for hunting
With reference to your chosen countries conduct the following comparative analysis.
Compare and contrast the 2 chosen destinations to examine:
Their geographical attractiveness (250 words) (10%)
What can the destinations offer in terms of
tourism? Look at the landscape and the
topography of the destinations. Reference
your findings
Destination 1
London is one of world's leading
destination for tourism. It has attracted
over 20.42 million of international
visitors in 2018, thus this makes the
country as globally most international
visited country. There are many art
galleries and museums in London. It
also has several parks for tourists that
include Regent's park, Green park etc.,
The major tourist attraction is Ferris
wheel situated at the bank of Thames
River (Cheer and Lew, 2017). The other
Destination 2
Scotland is the well-developed
destination for tourist. It is seen as clean,
beautiful scenery and unspoilt
destination along with complex and long
history. It also has thousands of historic
attractions and sites. The popular tourist
attraction include Hebrides and
Highlands that are Isle of Skye. Ben
Nevis which is the highest mountain in
UK. It is the popular destination for
hunting grouse and deer.

places to visit that are Big Ben, London
Aquarium, Buckingham Palace and
Madame Tussauds etc.,
What would you say the key tourism
products are? (e.g Marine tourism,
adventure tourism etc.)
Destination 1
The Tourism products can include
destinations like Ferris Wheel at shore
of River Thames. They also had London
Aquarium which attracts the marine
tourism. It is not promoted in tourism
industry. Nature and adventure present
in park are enjoyed by tourists (Durand,
Grant and Madsen, 2017).
Destination 2
Tourism product which Scotland includes
are fishing, goal, food & drink tourism. It
is helpful in attracting the marine tourism
as there are many rivers which are
excellent for fly fishing and salmon.
They also have reports and amusement
park which attracts the consumer to great
extent.
Include a map of the key tourism destinations
(Include possible neighbouring countries)

Investigate the accessibility and connectivity of the destinations. Reference your findings
(250 words) (10%)
Looking at key international airports and
flights for both destinations and cruises (if
applicable), Can you identify some key
markets? (in terms of nationalities)
Reference your findings
Destination 1
London offers so many forms of
transportation that are taxis, double-
decker buses. Travel cards can also
be purchased for taking bus, tube or
overground trains (Laeis and Lemke,
2016). There are many flights which
are available to tourist to visit
London. Some cruise are also
available there which can be used by
the visitors for visiting London.
Destination 2
Scotland is connected to the England by
rail, road and air network. The airports
Glasgow-Prestwick, Glasgow, Aberdeen and
Edinburgh serves as major international
gateways to Scotland. For international air
links with the Europe, it is well connected
with the daily flights from variety of
European cities. Direct flights from Scottish
airports to the destinations which are
situated in North America. It is also
connected with the mainland Europe by car
ferry services.
Overall what can the destinations offer and what typology of tourist would they offer it to?
(For example adventure tourism to millennial tourists) Reference your findings (300
words) (20%)
Destination 1
The capital's heritage, culture, rivers and
parks which attracts the tourist to the
London. The innovation and creativity
plays a major role in city's global
Destination 2
The Scotland offers an amazing service
to their visitors in various museums and
heritage sites they are free entry so that
the heritage sites can be explored by the

success and appeal. Cultural tourist are
attracted towards the city. That is highly
estimated for spending 7.2 billion yearly
in the London city. Leisure tourism also
attracted towards the London city to
spend their leisure time in the city. They
will emphasis on paying their main
attention on food services further.
tourist. It also offers challenging climbs
such as Inaccessible Pinnacle (Lew and
Cheer, 2017). They can also enjoy fly
fishing and salmon. Hunting experience
is also offered by the city so that the
visitors can have
Are the current tourism trends met in the present offer? (For example wellness tourism)
Destination 1
The current tourism trend in London
are family gathering and leisure
holiday. London is investing for the
tourism sector in wide range so that
they can attract wide range of
consumers to the country. The
marketing of the places is being done
by them on social media, televisions so
that they can gather attraction of
tourist.
.
Destination 2
The current tourism trend in the Scotland
are that adventure peoples and leisure
tourism are majorly attracted towards the
city so that they can have manor attraction
to students (Kasemsap, 2017). The
Scotland is also using various marketing
strategies so that they can attract wide
range of consumer to the city.
How open are the two countries to tourism? Reference your findings (200 words) (10%)

How easy or difficult is to get a visa to
travel?
How long does it take to get a visa?
Are there any countries that are more
facilitated? Reference your findings
Destination 1
It is very easy an individual can get
the tourist visa for short term that is
6 months and received it within 10
days of submission. No there is no
special specification and
consideration to any country anyone
can easily get their visa for 6 months
to visit London. The application
form is lengthy and at time irrelevant
(Camillo, 2015).
Destination 2
US citizens not need any tourist visa to enter
Scotland. But US passport is needed when
individual who plan to depart from scot
land. No it is also easy to get visa for
Scotland. And it can be given by the United
Kingdom. It is the short term visa to visit the
Scotland and it can be easily given but
different types of visa can take time.
E) Looking at the political context. (300 words) (20%)
How stable are the countries in terms of
political stability? Reference your findings
Destination 1
Political environment of country
affects growth of the country. It can
Destination 2
The Scotland doesn't have such effective
political stability in country but trying to

also include various services as well.
London is stable country and is
rapidly growing and working
efficiently. County is connected with
the other countries also and have
many trade routes among other
countries at global level.
gain new heights. Country is rapidly
growing and developing. The political
stability of country attracts the tourism and
tourists to country. Metropolitan area of city
are trading in very effective way by raising
tourism (Brouder and et.al., 2016).
Can you identify any key risks? (FCO)
Destination 1
London is quite safe place for tourist
but along with that there are some
more risks which are associated with
country that cycling in the central
zone of city can be dangerous.
London is full of cons and scams.
Theft can also be happened with the
tourist and visitors. The major threat
can also be terrorism in country by
terrorist.
Destination 2
There are many gangs who wander in the
street of the Scotland. Muirhouse and Pilton
in North, In west Sighthill and Wester
Hailes and In south-east Craigmillar and
Niddrie. The tourist should be away from
various housing estates which are Partick
and Govan (Ateljevic and Page, 2017).
CONCLUSION
Which destination is more successful over a 5 year period in terms of tourism offer and
why? Justify your response (300 words) (15%)
From the above report it has been concluded that the tourism and business
management is very important to be maintained by the country. The huge tourism
can be attracted towards the country so that the income of the country can be raised.
The tourism nowadays contributes a major amount in the country's economy. That's

why government is mainly emphasizing on encouraging tourism towards the
country and enhancing the promotional and marketing activities within country so
that wide range of consumers can be attracted to the city. The London city is more
successful as compare to the Scotland and wide range of tourist are attracted to the
city and this is done by the amazing experience which the tourist get while visiting
the London City. They also spent huge amount for advertising and promoting the
location and sites in London.

REFERENCES
Books and Journals
Ateljevic, J. and Page, S.J. eds., 2017. Tourism and entrepreneurship. Routledge.
Brouder, P and et.al., 2016. Tourism destination evolution. Routledge.
Camillo, A.A. ed., 2015. Handbook of research on global hospitality and tourism manage
Cheer, J.M. and Lew, A.A. eds., 2017. Tourism, resilience and sustainability: Adapting to social,
political and economic change. Routledge.
Durand, R., Grant, R.M. and Madsen, T.L., 2017. The expanding domain of strategic
management research and the quest for integration. Strategic Management Journal.
38(1). pp.4-16.
Kasemsap, K., 2017. The roles of information technology and knowledge management in global
tourism. In Organizational Culture and Behavior: Concepts, Methodologies, Tools, and
Applications (pp. 492-521). IGI Global.
Laeis, G.C. and Lemke, S., 2016. Social entrepreneurship in tourism: Applying sustainable
livelihoods approaches. International Journal of Contemporary Hospitality Management.
28(6). pp.1076-1093.
Lew, A.A. and Cheer, J.M. eds., 2017. Tourism resilience and adaptation to environmental
change: Definitions and frameworks. Routledge.