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Visit Scotland | Alba

Overview

  • With strong ancestral ties between the two countries, Canadian visitors to Scotland enjoy exploring many parts of Scotland and hearing unique stories of regional history and culture.
  • In 2022, Canada was Scotland’s sixth largest international source market measured by number of visits. It was third by expenditure and third by number of nights.
  • Canadian visitors accounted for 4% of all overseas visits to Scotland and 6% of all overseas spend in Scotland in 2022.
  • Our factsheet highlights the latest annual data on the volume and value of Canadian visitors to Scotland from the International Passenger Survey (IPS).
  • Find methodology information within the official statistics and partner’s section.

Canada factsheet 2022

Published June 2023

Key statistics

142,000

total number of visits by Canadian visitors to Scotland in 2022

1.7 million

total number of nights spent in Scotland by Canadian visitors in Scotland in 2022

£176 million

total spend by Canadian visitors to Scotland in 2022

11.7

average nights per visit by Canadian visitors to Scotland in 2022

Source: IPS, 2022 (numbers have been rounded)

1. Executive summary

In 2022, Canada was Scotland’s sixth largest international source market measured by number of visits. It was third by expenditure and third by number of nights.

Canadian visitors accounted for 4% of all overseas visits to Scotland and 6% of all overseas spend in Scotland in 2022.

Both spend per trip and average length of trip were higher than pre-pandemic levels. The increase in spend per trip is likely due to the more favourable exchange rate throughout 2022.

The longer stays may be due to an increased proportion of visits to see friends and family.

View more graphs and charts on tourismobservatory.scot. 

Source: IPS, 2022

2. Scotland Visitor Survey 2023

We are currently conducting a visitor survey across Scotland. We are speaking to overnight visitors on the ground in Scotland and then will follow up on their return home so that we get a full picture of their visitor experience.

As part of this, we will be speaking to a sample of our Canadian visitors. The research will be in field until the end of the year and results will be available in 2024.

This research will not gather volume of visitors which is collected via the IPS but will look at their motivations for visiting, their experiences and how they have rated aspects of their trip.

3. VisitBritain MIDAS research 2022

In 2022, our partner, VisitBritain undertook comprehensive research with international leisure travellers. They spoke to global tourists from many markets, including Canada.

Whilst the research focuses on perceptions and experiences of Britain, there are insights which are useful for the Scottish tourism industry.

Long-haul markets see Britain more consistently as offering heritage & history, the ability to roam and explore a broad mix of "must-do" experiences (both old & new).

Read the full VisitBritain MIDAS research

4. Official statistics and partners

The International Passenger Survey (IPS) is a continuous survey carried out by the Office for National Statistics (ONS). It covers all major air, sea and tunnel ports.

The survey provides information on the numbers and types of visits made by people travelling to and from the UK. Anonymous face-to-face interviews are undertaken with a sample of passengers entering and leaving the UK.

Find out more on the survey methodology on the ONS website.

Read further ONS publications.

Read how the COVID-19 pandemic impacted on the IPS data collection.

5. Additional research resources

Related links