Visit Scotland | Alba

Overview

  • Food and drink are a key part of a visit to Scotland, with visitors keen to try local food and drink.
  • Thanks to our landscape, we have a rich, natural larder and plenty of home grown produce to offer visitors. We have diverse food and drink experiences and passionate local food ambassadors.
  • On this page, we explore the role of food and drink in the visitor experience. We also signpost to food and drink insights within different research studies.

In this article:

Key statistics on overnight domestic visitors

20%

Of domestic visitors total trip spend goes on food and drink (on average).

£489 million

Total spend on eating and drinking by GB residents taking overnight trips in Scotland in 2022.

2.94 million

Overnight trips in Scotland by GB residents involved going for a meal.

1.54 million

Overnight trips in Scotland by GB residents involved buying or tasting local food.

Source: Great Britain Tourism Survey, 2022 (numbers have been rounded).

1. Scotland Visitor Survey 2023

In 2023, we commissioned the Scotland Visitor Survey to gather insight on visitor attitudes and behaviours. The scope of the survey was leisure overnight visitors only.

The survey explores the profile of the visitors who took part in the research. We collated information on the background, methodology, and key hi ghlights from the Scotland Visitor Survey 2023.

Browse our Scotland Visitor Survey 2023 page.

 

Key insights on food and drink

A nation’s food and drink offering can add character and authenticity to the visitor’s destination experience. The Scotland Visitor Survey shows that long haul visitors in particular are engaging with food and drink as a way to experience Scotland.

Over a quarter of visitors (26%) visited a whisky, gin distillery, or brewery during their trip in Scotland.

Almost half (46%) of visitors participated in at least one food and drink experience whilst on their trip, rising to 62% for long haul visitors. Visiting a farm shop or farmers market was mentioned by over one in five visitors (22%).

Based on a ten point scale and looking at respondents who stated nine or ten on this scale, 36% stated that experiencing locally produced food and drink whilst on their trip in Scotland was important to them. This rose to 48% for long haul visitors.

Across the visitor experience, value for money is a lower scoring category. 32% of visitors rated the value for money of eating out as very good (nine or ten on a ten point scale), and this is a lower scoring category.

Scotland Visitor Survey 2023 - food and drink

Published May 2024

Download (1,432Kb)

2. Responsible tourism

In 2021, we conducted research with a sample of Scottish residents. In doing so, we explored their views on responsible tourism and their potential future travel behaviours. Details of the methodology and sample are available within the full report. Within the research we found that:

  • Domestic holidays
    • There may be deep-rooted beliefs around accommodation choice and travel options. But, there is some willingness to change around some areas of responsible tourism. This is most notably around food and drink choices, energy consumption and car free days
  • Thinking about future holidays or short breaks in Scotland
    • 75% would be willing to choose independent local shops, cafés, restaurants in Scotland
    • 53% would be willing to pay more for locally sourced and produced food and drink
    • 22% would choose vegan or vegetarian options more often when eating out on holiday in Scotland
Read the full report

3. Agritourism Growth Tracker 2022

In 2022, we undertook the Scottish Agritourism Growth Tracker on behalf of Scottish Agritourism. Details of the methodology and sample are available within the full report.

We found a significant value and opportunity for Scotland’s farms, rural communities, and visitor economy. This included a food and drink experience as part of Scotland’s agritourism offering.

Read the full report
Logo Scottish Agritourism

4. VisitBritain MIDAS research 2022

In 2022, our partner, VisitBritain, undertook comprehensive research with international leisure travellers. They spoke to global tourists from many markets. The research focused on perceptions and experiences of Britain. But there were insights which are useful for the Scottish tourism industry.

82% of international travellers surveyed felt that "there is a good variety of food and drink to try" was an important consideration when choosing a destination for an international break or holiday.

Read the full VisitBritain Midas research

 

Western European visitors were more likely to demand a variety of interesting people, experiences, and food and beverage options. These needs seem more distinctive than drivers in the other European regions.

Northeast Asian tourists are more inclined to choose destinations based more around strong reputation for food and drink options. They are, however, also drawn to vibrant places.

5. UK consumer segments

We use a segmentation model at VisitScotland to help optimise our marketing spend. You can use this model to find out about our UK consumer segments, including food-loving culturalists.

Explore our target UK consumer segments

6. Additional research on food and drink

Inbound food and drink research

visitbritain.org

Find out more about the perceptions of food and drink from inbound visitors.

Related links

Our marketing calendar

Discover how you can align with our marketing activity throughout the year to get the greatest reach.

About our visitors

Find out who visits Scotland, what they're interested in, and what they're looking for.