Visitor and trip profile
This research gives a comprehensive visitor and trip profile allowing us to see who visits Scotland and their knowledge of our country. It covers everything from where our visitors come from, key demographics, party composition, if they are repeat visitors and more.
Highlights:
- 25% were repeat visitors to Scotland (higher for the UK market)
- Europeans had the youngest visitor profile compared to UK and long haul visitors
- 10% were on the "trip of a lifetime" (29% of long haul travellers)
- 30% were travelling as a family group
- 10% were solo travellers
- Visitors spent on average 7.3 nights in Scotland
The survey delves into each of our visitor markets – taking a deep dive into the findings.
Read the full report on visitor and trip profile