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
Great Britain tourism survey
gbtsscotlandlightviewer.kantar.comData about overnight trips for Scotland and Great Britain, made by domestic travellers (not including Northern Ireland)
Great Britain day trips survey
gbdayvisitslightscotland.kantar.comThis survey covers day trips and leisure trips of up to 3 hours
International tourism data browser
www.visitbritain.orgData from the international passenger survey, with statistics from inbound visitors to Great Britain
Office of National Statistics
www.ons.gov.ukLeisure and tourism data from the Office of National Statistics