1. Scotland Visitor Survey 2023
In 2023, we commissioned the Scotland Visitor Survey to gather insight on visitor attitudes and behaviours. The scope of the survey was leisure overnight visitors only. Information on the background, methodology, and key highlights are available on our main visitor survey page.
Browse the Scotland Visitor Survey 2023.
Key Insights on outdoor activities
Activities are central to the visitor experience in Scotland and outdoor activities align well with core visitor motivations for choosing Scotland. 70% of visitors were attracted by Scotland's scenery and landscape. 27% by the outdoor activities available.
Visitors from all markets are participating in outdoor activities. European visitors in particular show a keen interest in connecting with the outdoors and nature, including hill walking. Dutch visitors showed the highest propensity to go hillwalking (66%).
Read the full insight on attractions, activities and events.
