During the COVID-19 pandemic, the desire for outdoor activities was strengthened. This is because people became more active in their local areas or were looking for alternative ways of staying healthy and fit. At this time, we explored adaptable adventure trends.
Published May 2021
Scotland is recognised as a world class dark skies tourism destination. In our topic paper we explored the opportunities for tourism businesses.
Published May 2019
In our topic paper, we explore the statistics on walking trips to Scotland from the Great Britain Tourism Survey, Great Britain Day Visitor Survey. Due to changes to these surveys during the COVID-19 pandemic, further data analysis is under review.
Published June 2017
We use a segmentation model at VisitScotland to help optimise our marketing spend. You can explore our UK consumer segmentation including the "adventure seekers".
Explore our target UK consumer segments