Visitor Surveys

In this section you will find information about visitors surveys in Scotland. More specific research for UK and international visitors can be found in their respective pages. Volume and value statistics for all markets can be found in the Tourism Statistics sections.


Scotland Visitor Survey 2015 & 2016


VisitScotland undertake Scotland-wide visitor surveys in order to understand the visitor experience. The latest Scotland Visitor Survey was undertaken for VisitScotland by Jump Research during the summer of 2015 & 2016. The survey captured the views of leisure holidaymakers in Scotland, including views on various aspects of their experience in Scotland.


Islands Visitor Survey


The Islands Visitor Survey 2012-2013 was undertaken by Scotinform Limited and Reference Economics on behalf of a number of organisations for the islands of Orkney, the Outer Hebrides and Shetland. Fieldwork was conducted for the year from October 2012 to September 2013.


The survey captured the views of leisure, business and visiting friends and family (VFR) visitors.


Islands fact sheets are available to download, as well as notes on the interpretation of the data.


Visitor Survey Toolkit


A Visitor Survey toolkit is also available to provide guidance on how to carry out your own visitor survey.

The visitor survey toolkit provides:

  • Standardised questions and guidelines for commissioning a visitor survey
  • Core questions that were included in the Scotland visitor Survey.
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