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64+ crucial scotland travel & tourism statistics (latest 2024 data).
Millions of tourists from all over the world flock to visit Scotland's best locations each year. Why not? After all, it is home to stunning landscapes and natural sceneries, as well as rich cultural and historical heritage.
From the spectacular glens of the Highlands and dramatic castles in Aberdeen, all the way to the charming people of Glasgow and the capital’s buzzing city life.
Did you know...
- International travellers to Scotland spent £3.15 billion in 2022 alone?
- Nearly 9% of employees in Scotland work in the tourism sector?
Indeed, travel and tourism are an essential part of Scotland’s lifestyle and economy.
This article is a treasure trove of statistics on the travel and tourism industry in Scotland. We will cover everything from how popular this nation is as a tourist destination to the nitty gritty of its financial earnings.
Let’s get right into it!
Sources: After each stat, I have referenced where the data was gathered and curated from. For a full list of all articles used in this roundup, please head to the bottom of the post. At the time of publication, these are the most up-to-date statistics available. Little data was gathered in 2020 due to the Coronavirus pandemic.
Travellerspoint
What percentage of Scotland's economy is tourism?
Scotland’s tourism industry contributes roughly £6 billion to the overall GDP, or around 5%.
Why is Scotland so popular for tourists?
1 in 10 visitors were influenced by a travel feature about Scotland, whereas 8% of visitors were prompted by a TV programme about Scotland.
Where do most tourists to Scotland come from?
The top 4 source markets for international tourism in Scotland are USA, France, Germany and Netherlands in that order.
Scotland tourism key stats
- In 2022, there were a total of 111.5 million visits to Scotland
- Overseas travellers in Scotland spent about £3.15 billion in 2022 alone
- 94.8 million of total domestic trips made to Scotland in 2022 were day visits, while 13.5 million included a stay of at least 1 night
- Over 7.6 million of the visits were from Scotland, while almost 6 million were from England
- 50% of visitors come to Scotland for the scenery and landscape. History & culture is also a core driver for visiting Scotland
- Most international trips to Scotland were made from the USA, France, Germany and Netherlands
- Tourist spending generated £12 billion of economic activity in Scotland
- Scotland’s tourism industry contributes roughly £6 billion to the overall GDP, or around 5%
- In 2019, 209,000 people were employed in the Scotland tourism sector
- 14,970 (8.4%) companies in Scotland are in the Scottish tourism industry
- Over 2012 to 2017, tourism employment in Scotland rose by 13%
- The most popular region in Scotland is Glasgow & Clyde Valley. It received 29.7 million day visits and 3.1 million overnight visits in 2019
- Scotland has more than 11,000 miles of coastline, 137 miles of canals, 31,460 freshwater lochs and 118 inhabited islands
- 16 million people visit Scotland’s coastal destinations annually
- In 2020, 78% of tourism companies in Scotland reported reduced revenue from 2019 due to the Coronavirus pandemic
Travel & Scotland's economy
How does tourism contribute to Scotland’s economy?
1. In 2019, the total expenditure of overnight and day trips was £11.6 billion.
[VisitScotland]
VisitScotland found that 2019 had been the best year for Scotland’s overnight tourism over the last decade. The spending for overnight trips rose by 12% from the previous year
2. In 2022, international visitors to Scotland spent a total of £3.15 billion.
This was a dramatic 586% increase from the £0.46 billion international tourism expenditure in 2021, and has even surpassed the pre-pandemic figures of £2.54 billion in 2019.
3. Domestic day trips to Scotland in 2022 generated around £3.9 billion.
Scottish residents generated less in day trip expenditure in 2022 compared to 2019 (£5.8 billion).
4. In 2022, domestic overnight trips in Scotland generated £3.4 billion.
GB residents in 2022 spent a total of £3.4 billion in overnight trips to Scotland.
5. Tourist spending generated £12 billion of economic activity in Scotland.
Spending by tourists contributes approximately £12 billion for the overall Scottish supply chain. This industry was recognized as an important growth sector in the nation’s 2015 economic strategy.
6. Scotland’s tourism industry contributes roughly £6 billion to the overall GDP, or around 5%.
In terms of GDP, tourism in Scotland represents 5% or £6 billion of the total GDP.
7. VisitScotland, which is the official tourism organisation of Scotland, has an annual budget of over £45 million.
A huge part of Scotland’s tourism is the official tourism organisation, VisitScotland. The government budgets more than £45 million for this entity each year.
International inbound tourism statistics in Scotland
How many international tourists visit Scotland?
8. There were 3.23 million overseas visits to Scotland in 2022 alone.
International tourism expenditure reached the highest record in 2022 despite a slight decrease in number of visits compared to 2019.
9. The average international tourist stays for 9.2 nights in Scotland.
In 2022, the average length of stay for international tourists in Scotland has increased from just 7.9 nights in 2019.
Understandably, overseas tourists spent more time in Scotland per trip compared to the average 3.0 nights for domestic travellers.
10. In 2022, 1.8 million trips were made for holidaying purposes, while 307,000 had been business visits.
The majority of international tourists (58%) come to Scotland for holiday and vacation, while 9% of the visits were for business purposes .
11. Visiting friends and family is the second most common purpose for visiting Scotland, with 922,000 trips made in 2022 for that purpose.
12. the average spend for international tourists in 2022 is £972 per visit, up 32% from £734 in 2019..
Average spending per international trip to Scotland also reached an all-time high in 2022, compared to only £625 back in 2011.
13. The top 4 source markets for international tourism in Scotland are USA, France, Germany and Netherlands in that order.
Scotland is an especially popular tourist destination for tourists from the USA, France , Germany and the Netherlands, all of which make up the top 4 markets for international tourism in Scotland.
14. In 2022, there were 693,000 visits to Scotland from the USA or 21.4% of all international visits.
[VistScotland]
The largest portion of international tourists to Scotland from a country is the USA, with American visitors spending 6.588 million nights and £1.2 billion in 2022.
15. Visitors in Norway also made the top 10 source market for international tourists in Scotland, with 107,000 total visits in 2022.
In 2022, Norwegian visitors spent a total of 518 thousand nights and £75 million in tourism expenditure in Scotland.
16. Italy follows closely behind as the ninth largest source market for international tourists in Scotland, with 105,000 total visits in 2022.
Italian visitors recorded 744 thousand nights spent in Scotland in 2022 and £68 million in tourism expenditure.
Domestic Tourism statistics in Scotland
How many domestic tourists travel to Scotland?
17. In 2019, there were a total of 111.5 million visits to Scotland (both domestic and international).
18. 94.8 million of total domestic trips made to scotland in 2022 were day visits, while 13.5 million included a stay of at least 1 night..
19. UK residents made 13.5 million overnight visits to Scotland.
Out of all the total overnight visits made to Scotland in 2019, 13.5 million were made by UK residents .
20. In 2019, over 7.6 million of the visits were from Scotland, while almost 6 million were from England.
21. In 2019, domestic visitors in the 14-24 and 55-64 age groups saw a huge increase compared to the previous year.
22. 2019 saw a drastic rise in domestic travellers as the number of trips increased by 33% from 2018..
2019 was the best year over the last decade for overnight trips by domestic visitors in Scotland.
23. In 2022, the main reason to travel to Scotland for domestic visitors is holidaying (35.5% of all visits).
35% of domestic visits to Scotland are made for holiday purposes, which included solo travel as well as family trips . Meanwhile, business visits make up 9.6% of all domestic visits in 2022.
24. 62% of domestic travellers spend between 1-3 nights in Scotland. Only 7% spend more than 7 nights per trip.
For most domestic travellers in Scotland, 1 to 3 nights is the ideal length of stay, whereas only 7% of them stay for 8 nights or more at a time.
25. In 2022, the average amount spent per visit to Scotland was £253, or roughly £83 per night.
Motivations for visiting scotland.
What are the main reasons people visit Scotland?
26. The key motivation for visiting Scotland for 50% of visitors is the scenery and landscape.
A 2015/2016 visitor survey conducted by VisitScotland across 19 regions in Scotland over two summer periods (May to September) concluded that 1 in 2 people visit Scotland for the scenery and landscape.
27. The second core driver after that for visiting Scotland is the history & culture.
Following closely to that, 1 in 3 visitors to Scotland are motivated by the rich history and culture of the nation.
28. 24% of European, long haul, and first-time visitors were persuaded to spend holiday in Scotland by word of mouth recommendation from friends, family, or colleagues.
For many European travellers , long haul and first-time visitors to Scotland, recommendation from friends and family is a determining factor for their visit. On the other hand, Scottish residents tend to be driven by the desire to spend vacation at home.
29. 1 in 10 visitors were influenced by a travel feature about Scotland, whereas 8% of visitors were prompted by a TV programme about Scotland.
30. Outlander, both the TV series and books, have had a significant impact in inspiring 17% of visitors to travel to Scotland.
31. 47.8 million day trips to scotland were made in 2019 by domestic travellers to visit friends or family..
Visiting friends and family is also a popular motivation for visiting Scotland. In 2019, residents from the UK made around 47.8 day trips to Scotland for this purpose.
Scotland coastal tourism statistics
How popular are seaside destinations in Scotland?
32. Scotland has more than 11,000 miles of coastline, 137 miles of canals, 31,460 freshwater lochs and 118 inhabited islands.
Scotland’s coasts and seaside areas are a crucial part of the local culture and history. From the picturesque beaches to spectacular waterfalls, lochs, and rivers, many tourists flock to these water-based destinations during their travels.
33. There are 16 million domestic day trips to Scotland’s coastal destinations annually.
Day trip visitors to coastal locations in Scotland tend to indulge in outdoor leisure activities and exploring the beautiful landscape.
34. In 2022, there were 0.8 million domestic overnight trips to seaside and coastal locations in Scotland, down from 2.31 million in 2019.
Only 6% of overnight trips in 2022 were to seaside or coastal locations in Scotland, while 52% were to the cities and large towns.
35. Most domestic visitors to Scotland’s coastal regions would visit the South (29%) or North of Scotland (28%).
The most popular coastal regions in Scotland among domestic travelers are the South and North. City destinations like Edinburgh and Glasgow, in the East and West of Scotland respectively, are more popular among city enthusiasts.
36. 38% of international visitors visit a beach.
37. international visitors from poland are the most likely to visit seaside destinations in scotland with 62% of propensity, while those from germany and italy have 51% likelihood to do so..
Among international tourists in Scotland, those from Poland are the most likely to visit a coastal location. They have a 62% propensity to do so, whereas German and Italian travellers are close behind with 51% likelihood each.
Tourism employment in Scotland
How many people are employed in the Scottish tourism industry?
38. In 2021, 209,000, people were employed in the Scotland tourism sector, an 8.7% drop from 2019.
Before the Coronavirus pandemic , the tourism sector in Scotland consisted of 229,000 people, which was roughly 1 in 12 jobs. It’s an especially significant industry in cities and rural regions.
39. 14,970 (8.4%) companies in Scotland are in the Scottish tourism industry.
[Scottish Enterprise]
From around 178,214 registered companies in Scotland, 8.4% are in the tourism industry,
40. In 2017, the tourism sector is most important in the region of Argyll & Bute, where 69 out of 1000 people work in the tourism industry.
41. This is closely followed by Highland and City of Edinburgh, at 68 and 64 people out of 1000 employed in the tourism sector respectively.
42. as of 2021, 33,000 people were employed in the tourism sector in edinburgh., 43. meanwhile, glasgow recorded a total of 31,000 employment in the tourism sector in 2021., 44. the travel industry is least significant in east renfrewshire, where tourism employment accounts to only 0.016% of total employment in the region., 45. over 2012 to 2017, tourism employment in scotland rose by 13%..
The tourism industry is one of the growing industries in Scotland. It saw a 13% increase in employment over a 5-year period from 2012 until 2017.
Tourist destinations in Scotland
What are the most popular tourist destinations in Scotland?
46. For domestic overnight trips, the most visited region in Scotland in 2022 was the West of Scotland, with 4.4 million trips taken there.
Meanwhile, the East of Scotland received 4.1 million domestic overnight trips in 2022.
47. Glasgow & Clyde Valley had been the most popular region to visit in 2019. It received 29.7 million day visits and 3.1 million overnight visits.
48. meanwhile, edinburgh and lothians were the most popular region for overnight visits (5.3 million). it also saw 24.8 million day visits..
Out of the 15 major regions in Scotland as listed on VisitScotland, Glasgow & Clyde Valley is the most popular tourism location overall. Meanwhile, most visitors go to Edinburgh and Lothians for overnight visits.
These two regions are followed in order by: Aberdeen and Aberdeenshire, the Highlands, Ayrshire & Arran, and Kingdom of Fife.
- Aberdeen and Aberdeenshire: 1.3m overnight, 14.6 day visit
- Highland: 2.9m overnight, 9.6m day visits
- Ayrshire & Arran: 742k overnight, 10.4m day visits
- Kingdom of Fife: 705k overnight, 8.6m day visits
49. Free tourist attractions tend to be more popular, with the National Museum exceeding 2.21 million visitors in 2019.
Free tourist attractions receive slightly more visits than paid attractions. The National Museum is the most popular attraction in all of Scotland, as it welcomed over 2.21 million visitors in 2019 alone.
50. The next most visited free attractions in Scotland are the Kelvingrove Art Gallery & Museum, the Scottish National Gallery, and the Riverside Museum in this order.
Museums are no doubt the favorite choice for free attraction amongst visitors. Some famous non-museum destinations in Scotland include St Giles’ Cathedral and Gretna Green Famous Blacksmiths Shop.
51. In 2019, the most visited paid attraction was Edinburgh Castle, which saw around 2.17 million visits.
For paid attractions, the most popular tourist destination would be Edinburgh Castle. It received 2.17 million visits in 2019.
52. The Edinburgh bus tours received 615,000 visitors in 2019.
Travel accommodation in scotland statistics.
How many hotel rooms are there in Scotland?
53. The average Scottish hotel occupancy in 2022 was 61.02%.
During peak season in 2022, the average hotel room in Scotland cost £144.38 per night .
54. As of August 2023, the hotel room occupancy rate in Scotland is 79.40%.
This was a slight decrease from the 84.22% occupancy in August 2022.
55. In 2022, the average peak revenue per available room (RevPAR) for Scottish hotels was £268.20 in February.
56. meanwhile, revpar in august 2023 was recorded at £231.12, a year-on-year increase from £212.01 in august 2022., 57. guesthouses or b&bs in scotland in 2022 had an average occupancy rate of 54.6%, while self-catering accommodations recorded 40.49% in occupancy., 58. guesthouses or b&bs can be a cheaper accommodation alternative in scotland, with the average nightly rate being £56.44 in 2022..
59. The average touring pitch occupancy in Scotland was 60.57% in August 2023.
A touring pitch is space on a campsite that you can rent. The RV industry is a popular one in Scotland.
Impact of Coronavirus on Scotland’s tourism industry
How did the Covid-19 pandemic affect Scottish travel & tourism?
60. In the first quarter of 2020, international visitor trips decreased by 17% while international visitor spend dropped by 3% (compared to first quarter of 2019).
From the most recent update we could find on the impact of the Covid-19 pandemic on Scottish tourism, the report stated that overseas trips had decreased by 17% in Q1 of 2020. Note that lockdown in Scotland was enforced only by the end of Q1, yet the consequences are still apparent.
61. In summer and autumn of 2020, accommodation providers reported only 64% peak occupancy compared to 89% in 2019.
61. 78% of tourism companies reported reduced revenue from 2019., 50. 35% of staff were dismissed in 2020, while 69% had been put on furlough., 62. over march and september 2020, there was an 8.4% decrease of jobs in scotland’s accommodation and food services. .
[Scottish Parliament]
Scotland’s food, hotel and accommodation services industry was the worst impacted amongst the four nations in the UK.
63. Between February 2020 (when Covid-19 began to directly impact the economy) and December 2020, Scottish GDP has fallen by 7.2%.
64. in this time period, the sector most impacted is accommodation and food services which recorded 60% loss in gdp., 65. the arts, culture and recreation sector also experienced an approximately 42% decrease in gdp..
Not all the sectors in the Scottish economy were impacted in the same proportion. Industries directly related to tourism such as accommodation & food services, other services, and arts, culture & recreation suffered the most.
The tourism industry makes up 5% of Scotland’s total GDP. And since being identified as a growth sector back in 2015, this nation has received only more and more visitors each year.
Therefore, it is no surprise that this industry has created many job opportunities, especially in the rural areas that depend on tourists for their main source of income.
Despite the pressure and negative consequences of the recent Coronavirus pandemic, it’s reasonable to think that the Scottish tourism sector will recover and continue to grow.
We hope this post has been useful in telling you everything you might want to know about Scotland travel & tourism statistics.
Did we miss anything important? Please leave a comment below!
You might want to check out these other interesting statistics too:
- Ireland Travel & Tourism Statistics
- Airbnb Statistics
- Female Travel Statistics
- Online Travel Booking Statistics
- VisitScotland 1
- VisitScotland 2
- VisitScotland 3
- VisitScotland 4
- VisitScotland 5
- Scottish Enterprise
- Scottish Parliament
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Tourism statistics
Information on where to find up-to-date information on tourism statistics in Scotland.
Tourism statistics can be found via the following sources:
Office for National Statistics (ONS)
Leisure and tourism Visits and visitors to the UK, the reasons for visiting and the amount of money they spent here. Also UK residents travelling abroad, their reasons for travel and the amount of money they spent. The statistics on UK residents travelling abroad are an informal indicator of living standards.
VisitScotland
Visitors from the UK Our UK market represents a significant proportion of the visitors Scotland welcomes each year. Understanding more about who they are, how they behave and the preferences they have for their visits can offer a real advantage to those in the tourism industry.
International visitors Scotland’s tourism economy enjoys a healthy international market that includes a variety of well-established and emerging demographics. Those who flock from around the globe to enjoy Scotland’s world-class attractions and experiences make a huge contribution to the overall health of our industry – so it’s vital we have a clear understanding of them.
Accommodation The stats behind the stays - whether you’re looking for occupancy information on self-catering properties or caravans.
Industry barometer In partnership with local councils and destination organisations, VisitScotland have been inviting businesses to participate in our survey to capture tourism business performance in their regions.
VisitBritain
Inbound tourism performance in Britain A wealth of data, covering inbound tourism trends , visits to nations, regions, counties and towns in Britain, as well as popular activities undertaken by visitors in Britain.
Scottish Household Survey
Culture and heritage section
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28 June 2023 598 words #171103
Stay up-to-date in 2023 with these travel trends
Sleep tourism…
It’s the wellness trend of the moment. With so many of us not getting enough sleep, it’s no wonder busy bees are factoring in sleep to their annual leave. For the best night’s sleep, check in at:
• Singdean, Scottish Borders – A luxurious adult-only Alpine chalet for two in the Scottish Borders. Remote and wild…and off grid (the only neighbours being local squirrels, owls and deer) Guests will be able to rest in blissful solitude under bedding scented with Singdean’s signature scent.
• Gleneagles Townhouse , Edinburgh – recently awarded a 5* rating by VisitScotland, Gleneagles Townhouse has ultra-cosy rooms for the height of comfort ensuring perfect slumber.
• Glenmorangie House, Highlands - Glenmorangie House in Tain received the Best Luxury Experience Award at the Scottish Thistle Awards National Final 2022/23. This award celebrates businesses bringing luxury to the Scottish visitor experience. The hotel, which offers bespoke luxury experiences, from communal dining and foraging to mixology masterclasses and whisky weekends, was commended by judges for the ‘personalised and proactive’ service it offers guests.
Reading & Writing retreats…
• Moniack Mhor, Scotland’s National Writing Centre, Highlands Moniack Mhor runs courses in a range of genres tutored by some of the finest authors in the UK and beyond. With workshops and one to one tutorials, the courses provide an atmosphere to fully immerse guests in their writing. The centre also offers writing retreats providing time and space, free from distractions. www.moniackmhor.org.uk • Wigtown, Dumfries & Galloway – Scotland’s Book Town Wigtown was officially designated as Scotland’s National Book Town in 1998 and is now home to a wide range of book-related businesses. A book lovers haven – and with over quarter of a million books to choose from, old and new … it is impossible to escape empty-handed. Check out The Bookshop – Scotland’s largest secondhand bookshop – or perhaps breeze on by ReadingLasses Bookshop and Café which has over 8,000 books on sale in the shop with about another 17,000 books stored in “The Hut”, an old WWII telephone exchange full of treasures and an event space. Accommodation options in Wigtown include Craigmount B&B or the Booktown Bunkhouse.
Finding ‘Glimmers’: Coined by Prof. Deb Dana** and now trending on social media, “glimmers” are the opposite of triggers. They are those tiny moments that spark joy, relaxation, safety, connection… and contribute to regulating the nervous system. For visitors looking for more glimmers in their life, a holiday in Scotland offers plenty of opportunities to experience them:
• Spending time in nature: with two national parks and miles and miles of footpaths, visitors can expect feeling refreshed after spending time in Scottish nature. Click here for more information.
• Stargazing: as the nights start to get a little bit longer after the summer solstice, Scotland has a few amazing spots to enjoy the night sky as it becomes a spectacle in itself. Check out these pages on Scotland’s dark skies.
• Feeling connected: taking part in a group activity with people sharing a similar interest (foraging, pottery classes, yoga on the beach…) is a great way to seek that sense of connection with loved ones and strangers alike.
• Petting a furry friend: whether it is attending a puppy yoga session in Edinburgh, petting Highland Coos or going on a pony trek.
For more information on a holiday in Scotland go to: www.visitscotland.com
Asset type post
Word count 598 words
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Released 28 June 2023
Source: VisitScotland Media Toolkit
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Media Centre Story Idea
Travel Industry Today
Transformational tourism: visitscotland touts latest trend.
Notwithstanding the challenges of the coronavirus pandemic and its short and long-term effects on tourism, Scottish tourism officials have concluded that climate change and sustainability are set to dominate Scottish tourism in the coming months.
Led by the rise of the eco-traveller, who is “aware of the environmental cost to travel,” visitors now seek to immerse themselves in a destination while limiting their impact and even “giving something back,” says VisitScotland.
This concept of “transformational tourism” is a distinct shift for travellers, who have moved on from looking for experiential destinations driven by picture-led social media channels and instead are embracing trends such as wellness and mindfulness, in which their trips should have “meaning, challenge, connection and impact.”
Detailed in Scottish tourism’s annual 2020 Trends paper, revealed in late February at the Travalyst summit in Edinburgh, Eco-Travel was identified by the tourism body’s Insight team as one of six travel trends expected to impact the industry over the next 18 months.
“The future of tourism is ensuring that visitors receive the transformation they seek while understanding the needs of locals and the environment,” reports Trends 2020: Travelling Towards Transformational Tourism.
Indeed, searches for “eco-friendly travel” on Pinterest have risen by 73 percent this year with “eco-city concept” searches up by 46 percent, notes VisitScotland, while destinations with “green credentials” are increasing in popularity while opportunities for visitors to contribute to sustainable projects are key attractors.
Other trends cited in the paper include:
• Transforming the typical: Businesses and providers are looking at disrupting their brands to attract new markets by incorporating new, radical products into their business model.
• Waterways: With 2020 being the year of Coasts and Waters in Scotland, a wave of aquatic interest in tourism related to seas, lochs, rivers and canals is anticipated.
• Solivagant and the Rise of the Global Nomad: Derived from the Latin for “lone wanderer,” solivigant (pronounced soul-i-vay-gant and translated as “spirits”) reflects the growth of single households due to declining or rejecting attitudes to marriage, and increased numbers of divorced households, who have a strong desire to travel.
“Visitors are continuing to seek an authentic experience, but one which isn’t at the expense of the destination,” says Chris Greenwood, Senior Insight Manager at VisitScotland. “This presents an exciting opportunity for Scottish tourism to develop a world-class experience that benefits both the visitor and the local community, whilst protecting the environment which attracts travellers in the first place.”
PREVIOUS TRENDS
In 2019, the Trends report cited “Wellness – the art of now, sensory tourism, new society norms,” as its trend of the year, stating: “Many countries are increasingly marketing wellness as part of their product portfolio. With Scotland’s abundant assets of natural landscape, culture, food & drink and heritage, combined with a varied and vibrant tourism industry, we are well-placed to embrace and capitalise on the global movement that is wellness tourism.”
Meanwhile, the report listed “Còsagach and elemental tourism” in 2018: “For those who come to Scotland to do one of the many outdoor pursuits, having a warm and snug place (còsagach in Gaelic) to come back to after a long and tiring day completes the visitor experience. Scotland’s varied and picturesque landscape, as well as its diversity for activities during the different seasons, allows it to be a 365-day-a-year visitor destination.”
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- Recent Reports Aithisgean ùra
- Committee Reports Aithisgean Chomataidh
- Research Briefings Brathan-ullachaidh Rannsachadh
- Feedback Ais-eòlas
- Published by The Scottish Parliamentary Corporate Body
- Expand
- Overview
- Report
- March 2020: a false dawn for Scotland's tourism sector
- Economic footprint: reaching every nook and cranny of the country
- Forecasting in a rapidly evolving pandemic: a fool's game?
- How exposed is Scotland and where is impacted?
- Visitor data
- Contribution to economic output - GDP
- What impact has COVID-19 had on tourism jobs?
- Furlough - a frozen labour market
- Reliance on tourism jobs – rural urban divide
- Industry sentiment on impact
- Timeline of activity
- Tourism targeted support
- Issues and gaps
- Social distancing and business viability
- Coordination with other sectors
- Community concerns
- Local variations in demand
- Engagement and collaboration
- Scottish Tourism Emergency Response Group (STERG)
- Advisory Group on Economic Recovery (AGER) – tourism perspective
- Five-year recovery and investment plan
- Budget 2021-22
- Structural change in the business base and the point of unwinding support
- Domestic tourism and green choices
- Digitalisation and innovation
- Policy delivery and role of government
- Immediate outlook
Image: Figure 1: Visitor trips to Scotland and visitor expenditure, 2019
Image: Figure 2: Tourism workplaces across the UK, 2021
Image: Figure 3: Local employment share in tourism, 2019
Image: Figure 4: Cumulative percentage change in GDP since February 2020 to December 2020 by industry Scotland
Image: Figure 5: Workforce jobs Scotland – accommodation and food service activities – March 2015 to September 2020
Image: Figure 6: 'Accommodation and food services' employments furloughed by numbers and as a proportion of all furloughs, across UK nations & regions, January 2021
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VisitScotland welcomes recovery of ‘crucial market’ for Scottish tourism
International tourism in Scotland is recovering at a stronger rate than other UK nations and regions, new figures have revealed.
Covering July – September 2023, the Office of National Statistics latest quarterly figures for the International Passenger Survey (IPS) show, there was a total of 1,438,000 visits to Scotland from international visitors, an increase of 6% on the same period in 2022 and a rise of more than a 14% on quarter three in 2019.
Over the summer months, international visitors spent almost £1.5 billion up 6% on the same quarter in 2022. When adjusted for inflation, this means that in real terms, visitor spend in that period was up by 16% from quarter three in 2019.
The main purpose of trips for international visitors travelling to Scotland last summer was holidays, making up two thirds (66%) of visits and over three quarters of spend (76%).
European visitors were responsible for just over half of all trips during that period, followed by North American visitors. Scotland was the only UK region to record an increase in visitors from North America last summer.
Responding to the latest IPS update, Malcolm Roughead , VisitScotland Chief Executive, said: “ Today’s figures are further evidence of the indisputable allure of Scotland for international visitors. Increased connectivity, favourable exchange rates and pent-up demand have all helped bring more holidaymakers to our shores.
“Our overseas visitors stay longer and spend more, which in turn supports the visitor economy. They are a crucial market for our industry, particularly while domestic visitors adjust to the impact of the cost of living.
“For the first three quarters of 2023, Scotland has enjoyed a strong recovery, but we cannot be complacent. We must continue building that demand, especially across key markets such as the US, Europe and the UK; inspiring visitors at those all-important planning stages and reaching them through the channels we know they use.
“While we all continue to navigate the challenging economic landscape, our priority is to use our marketing, partnership work, and business support activities to grow appetite for Scotland from all visitors – near and far – and make Scotland a year-round, must-visit destination.”
Theodore Koumelis
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
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Travelling Towards Transformational Trends
VisitScotland Insights Department
published in February 2020 – ahead of the Coronavirus Pandemic
By the middle of the decade, visitors were now seeking experiential travel. Travel had become immersive with visitors wanting meaningful engagement with a destination’s history, people, culture, culinary tourism, set jetting film locations and living like a local, typified this behaviour.
At the same time, governments, public agencies and industry bodies saw tourism in terms of the “visitor economy”. An appreciation of the holistic impact tourism made throughout a nation. The direct effect was clear with tourism businesses employing people and contributing to the economy. It was the indirect effect of the other industries that benefitted from a thriving tourism sector, from transport to agriculture, financial services to retail.
As we move into the new decade, experiential tourism has evolved. Travellers are now seeing transformational tourism. Driven by the mainstreaming of wellness, betterment and mindfulness, visitors want their trips to have meaning, challenge, connection and impact. Younger generations appear compelled by a novaturiant drive (to seek powerful change in their life, behaviour or situation) are increasingly aware of the environmental cost of their travel so will seek out providers with sustainable credentials or offset their impact by volunteering.
Destinations are increasingly a backdrop to personal fulfilment so promotion of lifestyle choices through digital marketing in more conversational format is now the new norm.
We are witnessing the development of destination management. Pursuing more visitors in an age of over-tourism is unsustainable. Industry and policy makers are focusing on seasonality and regionality to deliver the benefits of tourism through a balanced economy, society, culture and environment.
The future of tourism is ensuring that visitors receive the transformation they seek while understanding the needs of locals and the environment.
source visitscotland.org
Post Covid-19 Consumer Trends
To summarise we see a shift towards tourism flowing to less crowded destinations. Hospitality is becoming a priority. The result will focus a shift from footfall and number of visitors towards prioritising spend per visitor, which provides an opportunity for the tourism sector to focus on improving the quality of experience versus the quantity of tourists. {Read more}
What will be the drivers of tourism in the coronavirus age? Uncertainty and anxiety will undoubtedly be a significant factor among consumers decisions for planning and booking. Flexibility, safety and hygiene will increasingly be seen as WW standard for all operators.
We have seen from the global tourism landscape and consumer sentiment that there are key factors influencing the new or perhaps next normal for tourism. During and after lockdown it became apparent that the outdoors was a valued factor of people’s wellbeing. An RSA/YouGov5 survey found only 9% of Britons want life to return to “normal” after the coronavirus outbreak is over. The majority saw the noticeable benefits to the local environment of cleaner air, more wildlife and stronger communities leading to life changes and realignment of values. Geography plays a large part in planning trips.
Rural and coastal areas were and are popular as destinations matching travellers’ requirements for open space, nature and clean environments. Demographics are also a factor as the perceptions of personal risk will vary by age and personal circumstance. Younger demographics without underlying health conditions and families are more noticeable in domestic breaks at present. This opens opportunities for price-conscious packages for younger domestic consumers embarking on their first staycations.
Finally, product offering, specifically the presentation of a provider’s values and attitudes will become increasingly important. For Scotland there is now an opportunity to become a highly desirable and sustainable destination. We can reset tourism in our own image meeting responsible tourism goals which align with those of the consumer.
What is the outlook for tourism in the new normal? Time was once a precious commodity – now it will become an asset. We can look towards slow tourism where in the short term we will see less travel but travelling better.
The need for trust between consumer and provider will be paramount therefore clear messaging is important through marketing channels and customer generated content. Small group travel and private tours, personalisation and bespoke products and planned and curated travel will develop through consumer demand and practicalities of adherence to legislation. Ultimately this will drive innovation and adaptation within the sector.
The opportunities in the new normal will see premium brands promoting high standards of health, safety, ethics & customer service whereas smaller providers can project the warmth of humanness through intimate “club” style product offerings (low volume/ high value).
Premiumisation of individualism, personalisation, bespoke will be unique selling points to visitors looking for reassurance. Meeting the visitor’s need for transformational tourism and supporting the economy, consumers will “travel with purpose”, demonstrating community support through volunteering, rewilding, localism, restorative immersion through spirit-lifting experiences.
Businesses can support this by delivering value for money and showing their values for the money. Finally, this is a time for embracing new ways of thinking. In the post-2008 financial crisis the then “new” normal saw the birth of Uber, Airbnb, WhatsApp as responses to new ways of thinking and reacting to what had been a fundamental change in our time.
So, to summarise we see a shift towards tourism flowing to less crowded destinations. Hospitality is becoming a priority. The result will focus a shift from footfall and number of visitors towards prioritising spend per visitor, which provides an opportunity for the tourism sector to focus on improving the quality of experience versus the quantity of tourists.
How Covid has impacted the Scottish Tourism Industry
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Data and analyses for tourism in Scotland
The Scottish Tourism Observatory aims to make tourism data for Scotland easy to find and use, and to enrich the data available. New content and updates will be added throughout the year, so please browse, and please check back as our content grows
Browse all data for Scotland
Accommodation
List of data for Scotland
Browse other data and information.
Tourism in the UK
Global Tourism
Responsible Tourism
Recent Updates
Business insights - approach to net zero, business insights: challenges in today's economy, uk residents' holiday intentions for scotland, uk residents' holiday intentions for the uk.
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Data and Insights
Much information relating to a wide range of topics, regions and areas of business is available to help businesses gain a better understanding of the industry.
The Glasgow City Centre Data & Insights Dashboard
The Dashboard pulls together data from several sources to support intelligence gathering, business planning and policy development.
It uses a combination of publicly available data and data from corporate partners to provide insight on key indicators including footfall, transport, vacancy rates, business and tourism. Access the Dashboard on the Glasgow Chamber of Commerce website .
Volume and value of domestic and international tourism to glasgow in 2019
In 2019, Glasgow welcomed 2.5 million domestic and international visitors, generating £774 million for the city’s economy. This represents an 8% increase in trips and a 17% increase in spend year-on-year.
National Tourist Board
VisitScotland gathers and publishes information, research and insight that include:
- About Our Visitors - why people choose Scotland, types of visitors, international and domestic visitors, interests and activities.
- About Our Industry - latest statistics, monitoring of COVID-19, accommodation occupancy, sustainable tourism and employment.
- Regions - which includes a section on Greater Glasgow and Clyde Valley area.
- Trends - Trends for tomorrow and future thinking.
Visit the national tourism board website to read their latest research and insights .
Social Trends in Tourism: Glasgow
The VisitScotland Insight team use ‘social listening’ as a tool to gather data on specific topics from online conversations, capturing first-hand insight from visitors and potential visitors to Scotland. Understanding their interests and expectations, and their experiences and feedback, on topics such as ‘where to stay’, ‘what to do’, and ‘how to get there’. This helps identify how Scotland is viewed as a destination and to spot tourism trends too. Read the 2019 social trends report for Glasgow on VisitScotland industry website .
Glasgow Museums Visitor Survey
Interim Results from Glasgow Museums Visitor Survey 2022-23 (December 2022).
Inward investment
Invest glasgow.
Glasgow City Council’s inward investment team provides one point of contact for all companies and investors interested in Glasgow.
Contact Invest Glasgow who will support you from initial inquiry to helping you set up in the city.
Scottish Development International (SDI)
Scotland’s trade and foreign direct investment agency helps businesses around the world discover what Scotland can do for them. Whether you’re looking to invest in, relocate to or trade with Scotland, SDI can help. Contact SDI and see how they can help your business .
Sign up to our newsletter
Register your details with us to receive our newsletter, packed with information about Glasgow tourism industry and resources that can help support your business.
Our Credentials
Suidhe Viewpoint
Sustainable & Responsible Tourism in Scotland
Find out what responsible travel means to Scotland and how you can plan and enjoy a responsible trip.
What is sustainable or responsible tourism?
Braewick Caravan & Campsite
© VisitScotland / Paul Tomkins
Sustainable tourism is holidaying in an eco, green and environmentally friendly way.
Responsible tourism is considering the wider impact your trip could have on the country you're visiting, and the world.
Your choice to travel responsibly can help:
- protect the landscape
- boost the local economy
- and provide funding for new and innovative projects
Choosing a destination
Consider visiting during less popular times of year and discover places off the beaten track.
River Garry
© VisitScotland / Kenny Lam
Popular Off-Season Destinations
Scotland is home to many iconic and famous landmarks and locations, which are really popular. If you want to visit them, consider travelling in quieter months in spring, autumn and winter. The weather is more changeable, but we still get plenty of sunshine and there are lots of outdoor activities that benefit from wind, rain or snow!
Canisp, Cul Mor and Cul Beag seen from Stac Pollaidh
Summer Hidden gems
If you are travelling during summer, why not consider visiting some lesser-known places this time? We've got plenty of ideas for places off the beaten track which will still give you an amazing experience.
Fraserburgh Beach
© Discover Fraserburgh / Damian Shields
Deciding how long to stay for
There are many benefits to staying longer - you can take your time, savour the experiences, and be more flexible with your plans. You can choose to come back again on a quieter day or have that extra travel time to go further.
Borders Railway
How you'll travel around
Scotland's public transport options are great for travelling sustainably around the country. There are electric cars, frequent train services, buses, coaches and a wide network of cycle and footpaths.
Things to do on holiday
Crafty Distillery, Newton Stewart
Find out about eco-friendly businesses in Scotland. We've got some great examples of how businesses are sustainable, and all you need to know about the Green Tourism business scheme.
Respect the landscape
You should always be respectful of the landscapes and communities you visit. We ask everyone to tread lightly and consider how their behaviour impacts each other and Scotland.
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Scottish Outdoor Access Code
You can explore most of Scotland's outdoor land as long as you behave responsibly. This is known as access rights and is unique to Scotland.
A Guide to Outdoor Safety in Scotland
Although our scenery is stunning, Scotland's outdoors can be wild and rural. It's important to be prepared with the correct clothing and equipment.
From Deep Time to Our Time
Filmed across the Cateran Ecomuseum, watch how the destination champions car-free holidays by using low-carbon ways to travel.
Dedicated conservation holidays
If you want to make a bigger contribution, you can choose to dedicate your holiday to looking after Scotland and learning more about responsibility.
Wild swimmers at Arbirlot Falls
© VisitScotland / Kate Abbey
Try a conservation or volunteering holiday where you can learn all about Scotland's landscapes, what you can do to help restore and protect them, and give back to communities in the process, all through eco-friendly tourism activities.
Find experiences
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Get Scotland inspiration direct to your inbox. Don't miss the inside track from our Scotland experts on exciting trip ideas, unique attractions and hidden gems loved by locals.
2024 Community Fund
The Enchanted Forest Community Trust, the charitable organisation behind, The Enchanted Forest, has launched its 2024 Community Fund.
Applications are being accepted from registered charities and community interest companies (CICs) in the Highland Perthshire area.
Applicants can apply for up to £10,000 from the Fund to finance projects within Highland Perthshire, from an application form available on The Enchanted Forest website.
Applicants can apply for up to £10,000 from the Fund to finance projects within Highland Perthshire, through an application form available on The Enchanted Forest website.
The Enchanted Forest Community Trust will especially welcome applications from projects that are focused on helping people in need with the cost-of-living crisis in the Highland Perthshire area, help with battling child poverty and focus on child welfare and increase inclusion, enablement, independence, mental health and wellbeing.
The Trust will also be looking for projects which increase access to employment, volunteering, learning, culture, sport, and leisure opportunities and aim to improve infrastructure which benefits the community and promotes sustainability through best practices.
Pictured from left to right. Caroline Bavey, head gardener at Pitlochry Festival Theatre; Elizabeth Newman, Artistic Director at Pitlochry Festival Theatre; Blythe Jandoo who plays Mary in "The Secret Garden" and Deborah Hutchison, trustee, Enchanted Forest Community Trust in the Explorers Garden at Pitlochry Festival Theatre.
Community Fund 2024
Download a digital application form from the website..
Completed application forms should be returned no later than 31 March 2024.
We’re delighted to be able to give back to the local Highland Perthshire community every year through the Enchanted Forest Community Fund, all made possible because of the continued success of The Enchanted Forest show. The support of the local community who recognise the importance of the event to the region is invaluable. Our desire is that the Enchanted Forest Community Fund is a force for good, creating a lasting positive impact and legacy within the community in which the event has called its home for the last twenty-plus years. It’s fantastic to see this vision come to life through the many charities and community groups we have supported over the years. Essentially, it’s our way of saying a big thank you to those who have so graciously supported the event from day one. We look forward to receiving applications for the 2024 Enchanted Forest Community Fund. Nela Popovic, Executive Director of The Enchanted Forest Community Trust
Application information
Successful applicants will be asked to provide a report to The Enchanted Forest Community Trust on how they have used the money in relation to their request.
Completed application forms should be returned no later than 31 March 2024.
The Fund was set up by The Enchanted Forest Community Trust in 2015 to redistribute the proceeds from the annual event to the local community in Pitlochry and the wider Highland Perthshire area.
Since that time The Enchanted Forest Community Trust has reinvested over £325,200 back into the region, making a lasting positive impact by benefitting more than 150 local community groups, projects, and charities.
Related links
Responsible tourism for a sustainable future, perthshire industry update, promoting perthshire | follow-up, our marketing calendar.
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The future of tourism. Our trends publications try to answer the big questions of tomorrow. How is society changing and how can businesses adapt to these changes? This is where you will find our trends for the coming year and even further ahead - designed to inspire and stimulate thinking in Scottish tourism.
It is delivered by the Office for National Statistics (ONS). In addition to the official statistics, we also undertake significant research projects. These include the Scotland Visitor Survey and the domestic sentiment tracker. We have pulled together all the relevant statistics on tourism in Scotland in one fact sheet.
These positive indicators point to a promising recovery in Scotland's tourism sector. A total of 3.2 million visits were made to Scotland by international visitors, staying for 29.7 million nights and spending £3,151 million. Though visits were down 7% compared to 2019, the number of nights went up by 9% and visitor spending by 24% in nominal ...
Scotland's tourism industry contributes roughly £6 billion to the overall GDP, or around 5%. In 2019, 209,000 people were employed in the Scotland tourism sector. 14,970 (8.4%) companies in Scotland are in the Scottish tourism industry. Over 2012 to 2017, tourism employment in Scotland rose by 13%.
International visitors are continuing to head to Scotland. VISITSCOTLAND has welcomed the recovery of a "crucial market" for Scottish tourism as the number of inbound visitors increased. In the period from July-September 2023, figures show there was a total of 1,438,000 international visitors to Scotland - an increase of six per cent on ...
Award-winning experiences by rail. Scotland is home to some epic railway journeys through our iconic landscapes. National Geographic has just included The Royal Scotsman experience in their Best of the World 2024 list, so now is the perfect time to explore our country with an iconic train ride. Train Holidays in Scotland - Getting Around by Rail.
VisitScotland. Visitors from the UK Our UK market represents a significant proportion of the visitors Scotland welcomes each year. Understanding more about who they are, how they behave and the preferences they have for their visits can offer a real advantage to those in the tourism industry. ... covering inbound tourism trends, visits to ...
Global tourism experts refer to twelve Megatrends happening today. By merging these original twelve, four key Megatrends evolved into the most relevant for Scotland looking forward to 2025. ... VisitScotland 2019 trends report focuses on the global consumer phenomena of 'wellness tourism' and encourages businesses to continue embracing the ...
Stay up-to-date in 2023 with these travel trends Asset type post ID 171103 Word count 598 words Licence Licence Rights Managed - VS Standard You can use this asset for marketing and advertising campaigns promoting Scotland as a tourism destination without paying royalties or license fees. It can be used for creating promotional materials, advertisements, and digital campaigns to highlight ...
Detailed in Scottish tourism's annual 2020 Trends paper, revealed in late February at the Travalyst summit in Edinburgh, Eco-Travel was identified by the tourism body's Insight team as one of six travel trends expected to impact the industry over the next 18 months. "The future of tourism is ensuring that visitors receive the ...
Ais-eòlas. BACK TO TOP. This briefing looks at the impact of COVID-19 on Scotland's tourism sector. It provides insights and analysis on the scale of COVID-19 challenges faced by the sector, and the public sector policy response over the year to March 2021.
The report identifies three key trends for Scotland. 1. People with passion. Scotland is famous for its warm welcome and that's a particular strength that could come into play in future years. This trend focuses on putting people first. It's about marketing strategies that speak to individuals.
Covering July - September 2023, the Office of National Statistics latest quarterly figures for the International Passenger Survey (IPS) show, there was a total of 1,438,000 visits to Scotland from international visitors, an increase of 6% on the same period in 2022 and a rise of more than a 14% on quarter three in 2019.. Over the summer months, international visitors spent almost £1.5 ...
In our 2019 research exploring the emotional benefits of tourism we see that escapism and de-stressing are seen as one of the key benefits of taking a holiday in Scotland. 2. Wellness trends. During the COVID-19 pandemic, wellbeing was at the forefront of minds. At this time, we explored wellness tourism trends, including ideas around soft ...
Edinburgh Castle is a true icon of Scotland and has dominated the skyline of the capital for centuries. Unusually, it's set atop an extinct volcano. It takes the title of Scotland's most-visited paid-for attraction. Similar places to explore: Stirling Castle, Linlithgow Palace, Falkland Palace.
Trends Travelling Towards Transformational Trends VisitScotland Insights Department published in February 2020 - ahead of the Coronavirus Pandemic By the middle of the decade, visitors were now seeking experiential travel. Travel had become immersive with visitors wanting meaningful engagement with a destination's history, people, culture,...
Learn about data and trends in tourism around the world. Responsible Tourism A new section, currently being developed, where you'll be able to find data and research on responsible tourism. Community Find information, inspiration and support for using tourism data. Recent Updates. Business Insights - Approach to Net Zero ...
CLIMATE change and sustainability will play a crucial role in the success of Scottish tourism, a new VisitScotland analysis predicts. Eco-tourism is the focus of a new paper produced by the national tourism organisation and revealed at the Travalyst summit in Edinburgh. Visitors, aware of the environmental cost to travel, now seek to immerse ...
So, it's important that you know what's on the horizon. Our Insight team combines consumer perspectives with industry knowledge. This allows Scottish tourism to meet the challenges of today's marketplace. You can benefit from this research as it informs you of: developing trends in the tourism sector. current industry performance.
Visit the national tourism board website to read their latest research and insights. Social Trends in Tourism: Glasgow. The VisitScotland Insight team use 'social listening' as a tool to gather data on specific topics from online conversations, capturing first-hand insight from visitors and potential visitors to Scotland.
Unique Scottish Adventures. Squeeze the most out of every minute by filling your time with unique adventures. Your memorable experiences could include the world's only UNESCO Trail, see the dazzling Northern Lights or climb our highest peak. UNESCO trail. Northern Lights. Ben Nevis. Why you should visit Scotland.
Sustainable tourism is holidaying in an eco, green and environmentally friendly way. Responsible tourism is considering the wider impact your trip could have on the country you're visiting, and the world. Your choice to travel responsibly can help: protect the landscape. boost the local economy. and provide funding for new and innovative projects.
The Enchanted Forest Community Trust, the charitable organisation behind, The Enchanted Forest, has launched its 2024 Community Fund. Applications are being accepted from registered charities and community interest companies (CICs) in the Highland Perthshire area. Applicants can apply for up to £ ...