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More than 80 per cent of holidaymakers who come to Argyll and the Isles do so for its scenery and landscape, according to VisitScotland’s biggest ever survey.
The figure of 84 per cent is far above the national average of 50 per cent and second only to the Highlands, where 87 per cent of visitors cite scenery as a key motivator.
The second most popular reason people visit is ‘to get away from it all’, followed by the region’s history and culture.
The survey was carried out in the summers of 2015 and 2016, with 681 visitors to Argyll and the Isles being interviewed.
Sightseeing by car, coach or on foot is the most popular activity undertaken by visitors at 79 per cent, while going for a short walk or stroll (61 per cent) and hitting the beach (57 per cent) were second and third most popular activities.
Visitors to Argyll and the Isles also gave positive ratings of their holiday experience, with 92 per cent giving scores of seven out of 10 on the satisfaction scale, while almost two-thirds (64 per cent) gave the highest ratings of nine or 10 out of 10.
David Adams McGilp, regional partnerships director at VisitScotland, said: ‘The stunning scenery of Argyll and the Isles is world famous, so it’s no surprise that the vast majority of our visitors come here to enjoy the views.
‘I’m also delighted to see that so many of our holidaymakers rate their experience so highly.
‘Finding out what drives people to enjoy a holiday here provides the tourism industry with valuable insight into the make-up of our visitors and ensure we continue to provide the best customer experience.’