Royal National Mod generated £3.5m windfall for Inverness; £1m more than expectations
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LAST year’s Royal National Mod generated more than £3.5 million for the Inverness economy — £1 million higher than expectations.
The festival, which was being held in the Highland Capital for the first time since 1997, attracted 9000 visitors, 78 per cent of whom came from outside the city. The new figures reveal that two-thirds of visitors travelled to Inverness with the sole purpose of attending the Mod.
The economic return on marketing the city for the event was also impressive, with £25 being spent by visitors for every £1 invested at a local level.
"It confirms the value of the event and the return it can have for host cities, other funders and commercial sponsors," said John Morrison, chief executive of organiser An Comunn Gàidhealach.
"I must take this opportunity to thank Highland Council, together with our loyal sponsors, our local organising committee in Inverness and all our volunteers who worked so hard to make 2014 so special."
Six in every 10 people attending the Mod stayed in local accommodation, with the average stay lasting 4.2 days. Almost two-thirds of people surveyed also shopped at least once, while 59 per cent visited local pubs and 86 per cent ate out.
And roughly 60 per cent said they would definitely come back to the city for a future holiday or short break.
"This has benefited accommodation providers, restaurants and shops and also increased the footfall in various venues during what is traditionally an off-peak time in the season," said Inverness city leader Councillor Ian Brown. "It is also important to highlight that the Mod generated extensive and positive national media coverage for the city and surrounding area.
"Having hosted the Mod in October and the Scottish Trad Awards in December, we are now looking forward to hosting the Celtic Media Festival in April."
