During 2006/07, VisitScotland undertook a significant research programme to develop a new UK Market Segmentation.

The research identified a number of consumer segments within the UK, some currently ‘cold’ in their behaviour towards Scotland and some already ‘warm’.  From the 10 segments identified, VisitScotland is concentrating on the six segments which offer the best potential for increasing the volume and value of domestic tourism to Scotland.

Below are the six segments:

Please click on the individual segments for further information:

	Warm 1 - Affluent Southern Explorers (PDF 40 kb)
	Warm 2 - Younger Domestic Explorers (PDF 52 kb)
	Warm 3 - Mature Devotees (PDF 34 kb)
	Warm 4 - Affluent Active Devotees (PDF 51 kb)
	Cold 1 - Southern Travel Junkies (PDF 37 kb)
	Cold 5 - Northern Sometimers (PDF 72 kb)