A study has shown that the 2014 Am Mòd Nàiseanta Rìoghail (The Royal National Mòd) generated £3,547,661 to the business community in Inverness – over a £1million more than the event target.
The report, delivered by ‘The Market Specialists’ shows the nine day festival, which took place from 10-18 October 2014 in Inverness, entertained over 9000 unique visitors, 78% of which came from outside the host city. 67% were in Inverness with the sole purpose of attending The Mòd, while 25% lived in the Highland Capital.
Organised by An Comunn Gàidhealach, the event is the most significant of the Gaelic language in Scotland. The figures are testament to The Mòd’s importance, not only to Scotland’s cultural calendar but to its economy too, as 74% of attendees revealed they would not have taken a trip during that week, had it not been for the festival.
The Mòd is hosted in a different town or city every year and this is to not only engage more people in Gaelic culture, but also to boost the local economy. Findings from the 2014 festival show there was huge return on Highland Council’s investment in the event, with £19 spent for every £1 invested in their governing area and this rose to £25 for every £1 invested at a local level.
The 2014 festivities were a signature event of the Highland Homecoming celebrations and saw the return of Inverness as a host area after 17 years; and its impact was unprecedented. The city’s hotels, restaurants and shops benefited with 60% of attendees staying in a hotel, guest house, rented accommodation or hostel with the average length of stay for overnight guests being 4.2 days. 62% of festival goers reported going shopping at least once (25% on “most days”) while 59% visited pubs at least once (24% “most days”) and 86% ate out at least once (55% on “most days”).
200 competitions took place during The Mòd, whilst almost 100 Fringe events added to the electric atmosphere in Inverness. Workshops, book readings, come and try sessions, concerts and gigs took place morning, noon and night across the Highland Capital. Visitors came from across Scotland, the UK, Canada and even the United Arab Emirates
The atmosphere saw 61% say the “buzz” of the festival was “well above” or “above” expectations and 59% said Inverness as a host city was also as impressive, with the same percentage indicating that they would definitely come to the city for a future holiday/short break, another 16% said they would possibly do so.