Trends and Insights
Trends For 2016
VisitScotland's Insights Team studies
the consumer environment to highlight key trends developing
within the tourism sector.
Available to download below are key
trends identified for 2016. The document also includes three trends
from 2015, which have been validated through evidence gathered
throughout the year. The document also includes a current profile
of both the domestic and overseas visitor to Scotland, as well as
trending visitor profiles for the future:
2016 Trends (1.3MB)
published December 2015
Additional data is available throughout the Research section of
To view statistics on tourism performance including volume and
value of tourism to Scotland, please go to the Latest Statistics section.