Walking is one of the most popular activities for visitors from both the UK and overseas taking a holiday or short break in Scotland. In 2006, almost 5 million trips made by UK tourists in Scotland involved some walking (UKTS 2006).

In late 2007, VisitScotland conducted an online survey with customers who received the Walking Direct Mail piece in Spring 2007, to assess the effectiveness of this communication and to learn more about the characteristics of walkers. You can download a summary of the research below.

In 2005, Scottish Natural Heritage, Scottish Enterprise, VisitScotland and Forestry Commission Scotland jointly commissioned the Walker's view research to better understand the quality of experience that Scotland offers to walking holidaymakers. The research included interviews with professionals involved in walking and tourism and a survey of, and in-depth interviews with, tourists from both the UK and overseas during their walking holidays or breaks in Scotland.

Walking DM research

Walking DM research (2007) (PDF 153 KB)

Walker's view research

Walker's view research (2005) (PDF 852 KB)