1. Market performance 2024
In 2024, the United States remained Scotland’s largest international source market, measured by number of visits, nights, and spend.
Visitors from the United States accounted for 22% of all overseas trips to Scotland and 36% of all overseas spend in Scotland in 2024.
After a record-breaking year in 2023, visits, spend, and nights broke further records in 2024. The number of visitors from the United States increased significantly in 2024, up 21% on 2023.
Similarly, expenditure and the number of nights spent in Scotland also reached record levels in 2024 with increases of 17% and 5% respectively compared to 2023.
The average spend per visit in 2024 was £1495, down 4% from 2023.
The average length of stay was 7.6 nights, slightly down from an average of 8.7 nights in 2023.
73% of American visitors to Scotland are holidaymakers while 19% visit Scotland to see friends and relatives.
Source: International Passenger Survey, 2024
Explore data and graphs going back to 2013 on tourismobservatory.scot