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Visit Scotland | Alba
VisitScotland / Kenny Lam, all rights reserved.

Insights on a global scale

Visitors from all around the world

Scotland’s tourism economy attracts visitors from across the globe. Think of both well-established international markets to newer emerging demographics. Those who enjoy our world-class attractions and experiences make a huge contribution to the health of our industry. So, it’s vital we have a clear understanding of them.

Check out our insights on international tourism to Scotland. We also invite you to explore our information on individual markets, such as Australia, China, France, Germany and the USA.

Scotland's top ten international markets (by visit)

Source: International Passenger Survey 2023 (numbers have been rounded). Latest full year data available.
Market Total visits Total nights Total spend
USA 794,000 6,920,000 £1,236 million
Germany 343,000 2,618,000 £247 million
France 335,000 2,551,000 £277 million
Netherlands 280,000 1,608,000 £165 million
Spain 201,000 1,442,000 £108 million
Ireland 200,000 686,000 £84 million
Australia 189,000 2,558,000 £221 million
Canada 175,000 1,921,000 £180 million
Italy 119,000 846,000 £59 million
Switzerland 110,000 677,000 £72 million