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Visit Scotland | Alba

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VisitScotland / Luigi Di Pasquale

Visitors to Scotland

A better understanding

Scotland currently receives over 16.7 million overnight visits per annum from all over the world (2022). The UK domestic market makes up an 81% share of visits with international markets around 19% (2022). However, international visitors tend to stay longer and spend more when in Scotland. Our Insight department carry out in-depth research and a variety of analytical tasks to help better understand this diverse market.

Our research feeds into our own activities such as marketing strategy and campaign planning. It's also of huge value to others in the tourism industry.

We’ve made our findings available for all. Explore this section of the site to discover up-to-date insights on key factors such as:

  • why people are attracted to Scotland as a destination
  • what they expect from a holiday in Scotland
  • specific information on domestic and international markets