Skip to main content
Visit Scotland | Alba
Old Drovers Road in Glen Coe.
Top: VisitScotland / Paul Tomkins, all rights reserved.
Right: VisitScotland / Kenny Lam, all rights reserved.

About our visitors

A better understanding

Scotland welcomes millions of visitors every year and our Insight department carry out in-depth research and a variety of analytical tasks to help better understand this diverse market. Not only do the results feed in to our own activities such as marketing strategy and campaign planning, but this information is of huge value to others in the tourism industry too.

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 here and specific information on domestic and international markets.

Dive into the survey data