Press release: proof in the pudding - News

Article published 17/12/2025

VisitScotland reveals visitors' interest in bakery scene

With Christmas around the corner, Scotland’s bakeries are the perfect cosy spot to soak up the festive spirit. New VisitScotland research shows they're rising to the occasion as a popular draw for visitors.

Over the past three years the country's reputation as a destination for exceptional food and drink has continued to build. Online searches for Scottish bakeries are seeing a significant increase, reflecting a growing appetite for authentic, local experiences.

According to VisitScotland insights and search engine data, terms such as “bakery Scotland” have grown by 55% from 2023 to 2025.

Searches for “bakery Edinburgh Scotland” have soared from 170 average monthly searches in 2023, to 590 in 2024, and 1,600 in 2025. This upward trend highlights Edinburgh’s emergence as a bakery hub with visitors eager to sample its vibrant café culture and artisanal offerings.

Dietary-specific searches have risen too. "Wheat free bakery Scotland” has increased by 800% and “gluten free bakery Scotland” has been up by 75% since 2023, demonstrating Scotland’s commitment to catering for diverse tastes and requirements.

As the nights close in and we move into winter, making the most of the day with a trip out for a baked treat appears to be on the agenda for more people.

The national tourism organisation's own website, visitscotland.com has also seen a surge in searches and page visits to bakery content.

While searches for organised experiences like “bakery hopping”, “bakery trail”, and “bakery tour” have remained steady, the increased interest for individual bakeries suggests that self-guided bakery tourism is gaining traction.

This growth has inspired a new visitscotland.com webpage (12 delicious bakeries to try in Scotland) dedicated to the rising trend. The webpage shines a spotlight on standout businesses such as Lannan Bakery in Edinburgh, Aran in Dunkeld (Perthshire), and Vera Artisan Bakery in Stirling.

The page has already attracted strong engagement, with visitors spending an average of 2 minutes and 21 seconds exploring the content. This is proof that Scotland’s bakery scene is capturing imaginations.

Read "12 delicious bakeries to try in Scotland" on visitscotland.com.

Another growing branch of Scottish bakeries is the network of honesty boxes dotted across the country. These un-manned roadside sheds, bunkers, and hutches can be loaded with a variety of cakes, eggs, preserves, and snacks for passes-by to enjoy.

The honesty part comes from owners trusting customers to leave the correct money for their treats.

Jill Walker, VisitScotland Director of Marketing, said: "Tasting local food and drink is always high on visitors’ wish lists, and we’re seeing a growing interest in Scotland’s bakery scene, with more people seeking out unique, locally made breads, pastries, and sweet treats.

"Supporting these businesses matters. It keeps traditional baking skills alive, celebrates our food heritage, reduces food miles, and brings real benefits to the communities where these bakeries thrive.

"And with Christmas on the horizon, what better place to coorie in than one of Scotland's beautiful bakeries."

Texy Vera-Lawson, owner of Vera Bakery in Stirling, said: “Over the past few years, we’ve definitely noticed a rise in people, travelling specifically for great baking.

"What we’re seeing at Vera isn’t an isolated success story, there’s a genuine, appetite for distinctive bakeries across Scotland. Visitors are seeking out places that offer craft, care, and a strong sense of place. Bakeries manage to deliver all of that in a single experience.

"We’re incredibly proud of the recognition our team has received, including recent awards that have really helped put us on the map but what means just as much is hearing the stories from customers who plan their trips around stopping in.

"We’ve welcomed visitors from all around the world, and we’re often told about Scots travelling from other cities just to visit us here in Stirling.

"At the same time, it’s no secret that it’s been a challenging period for the baking industry. Rising ingredient and operating costs have put real pressure on independent businesses.

"But the surge of interest in Scottish bakeries has given us a huge lift. That connection with visitors and their willingness to support local makers is a big part of what keeps us going.”