Scotland residents' views on tourism

About the survey

Today we've published the full Scotland Resident Survey report which details the perceived role and value of Scottish tourism, highlighting the challenges and importance of tourism and events in Scotland’s regions and our role.

Our latest research conducted by YouGov Plc focuses on how tourism is perceived in Scotland by its residents. The survey included over 1,000 online interviews carried out between 9 – 13 January this year.

Scottish tourism and events businesses and destinations play a vitally important role in providing jobs and investment for the Scottish economy, as one of the country's key sectors, according to Scotland residents.

These findings help us build a better picture of our residents' views on the tourism and events industry and what is important to them.

Listening to our residents – what they think and what they want - is crucial in informing and driving our activities as a sector going forward.

Survey highlights

The tourism industry is perceived as being fundamental to Scotland’s economy and employment playing a leading role in Scotland’s reputation overseas, sustaining communities and culture, and preserving Scotland’s built heritage.

95% of residents ranked tourism alongside energy and hospitality as the most important sectors of the economy
91% of respondents agreed tourism brings economic benefits to Scotland as a whole, for:
- attracting investment (91%)
- employment opportunities (72%)

90% agreed that tourism in Scotland helps us to develop a positive reputation overseas

72% of respondents agreed that tourism showcases the beauty of Scotland and our history (63%)
74% stated tourism helps sustain communities
70% confirmed tourism protects and enhances Scottish culture
63% identified that tourism connects local communities to other cultures
76% said tourism helps to protect and conserve historic buildings
opinion was divided on whether tourism protects and enhances the natural environment (39% agreed and 48% disagreed)
a sizeable minority raised traffic congestion (47%) and litter (46%) as negative aspects.

Our latest Corporate Plan highlights the role tourism and events must play in being part of the solution to climate change, which includes protecting natural and community assets, by growing the visitor economy in a responsible way. We will continue to provide leadership to the national visitor management programme, encouraging visitors to consider their impact on local communities.

We manage the Scottish Government’s Rural Tourism Infrastructure Fund (RTIF) to supporting infrastructure investment to manage the flow of visitors, including greater car parking and access roads, an increase in toilets and waste disposal.

Find out more about RTIF

two people sitting in a restaurant together

Jute Cafe Bar in Dundee. Credit VisitScotland / Kenny Lam

The visitor economy

We define the visitor economy as all money and jobs created when people travel to a place for leisure, business, or other reason. It includes every industry that contributes to and benefits from the visitor experience and crosses through many different parts of our wider economy and communities.

It's the taxi driver who welcomes visitors from the airport and the florist who supplies fresh flowers to hotels. It's the local coffee shop providing much-needed caffeine before a full day of exploring. It's the construction company building a new hotel.

The visitor economy’s value is worth £10.8 billion in visitor spend in Scotland; it supports 245,000 tourism jobs and 16,045 tourism businesses. £5.5 billion is generated by events to the economy.

The economic benefit of tourism to Scotland isn’t the only success story of the visitor economy, according to the people surveyed. They also rated the social benefits tourism brings to Scotland, and the leading role tourism plays in Scotland’s reputation overseas.

Find out more about the visitor economy and why it’s important

an inforgraphic which reads "Scotland's visitor economy 10.8 billion visitor spend. 16,045 tourism businesses. £5.5 billion generated by events to the economy. 245,000 jobs in tourism.

It’s good to see that many residents in Scotland recognise the vital role the visitor economy plays in the country and recognise the hard work of those in our industry.

Tourism and events are among Scotland’s most important industries and the second largest growth sector in Scotland’s economy. We're running a new awareness raising initiative to highlight the importances of the visitor economy, building a greater understanding and appreciation of its wide-ranging benefits to Scotland’s people and places.

We know the impact of tourism is a concern for some residents, so it’s about getting the balance right. Our marketing activity focuses on responsible tourism growth, prioritising the value, rather than the volume, of visitors and working with destinations to ensure tourism benefits both businesses and communities.

Following our evolution into an economic growth agency, our latest Corporate Plan sets out our ambitions for the next three years, to drive the visitor economy and grow its value to Scotland, as we work towards our vision of creating better places for people to live, work and visit.

Vicki Miller, VisitScotland Chief Executive