Key insights on food and drink
A nation’s food and drink offering can add character and authenticity to the visitor’s destination experience. The Scotland Visitor Survey shows that long haul visitors in particular are engaging with food and drink as a way to experience Scotland.
Over a quarter of visitors (26%) visited a whisky, gin distillery, or brewery during their trip in Scotland.
Almost half (46%) of visitors participated in at least one food and drink experience whilst on their trip, rising to 62% for long haul visitors. Visiting a farm shop or farmers market was mentioned by over one in five visitors (22%).
Based on a ten point scale and looking at respondents who stated nine or ten on this scale, 36% stated that experiencing locally produced food and drink whilst on their trip in Scotland was important to them. This rose to 48% for long haul visitors.
Across the visitor experience, value for money is a lower scoring category. 32% of visitors rated the value for money of eating out as very good (nine or ten on a ten point scale), and this is a lower scoring category.