Measuring the visitor experience in Scotland in 2023
Next month we will start work on the Scotland Visitor Survey 2023, a significant and extensive piece of research which will run from March – October.
The Scotland Visitor Survey will provide valuable insight for everyone involved in tourism, events, and the wider visitor economy.
The survey will measure the visitor experience in Scotland in 2023. It will help us to understand why visitors take a holiday or a short break in Scotland and what their experience is while they are here.
The survey allows us to speak to holidaymakers on the ground in Scotland. It explores areas of the holiday experience such as:
- sources of information
- methods of planning and booking
- their experience of the Scotland tourism product (accommodation, attractions, food and drink, activities, and experiences)
- responsible tourism
Our research will look at the whole visitor journey from inspiration to planning, booking, and their overall satisfaction, advocacy, and likelihood to return. It will help us to build a better picture of what is particularly important to our visitors.
The Scotland Visitor Survey will give us a benchmark for where Scotland’s tourism offering is, post pandemic and help inform and drive our activities as a tourism industry going forward.
Knowing what our visitors think and what they want is crucial in ensuring Scotland is kept front of mind in a competitive marketplace.