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Visit Scotland | Alba

A welcome for all

With such a diverse offering as a destination, Scotland’s a natural choice for an equally varied range of visitors. We’re lucky enough to welcome a wide range of demographics that offer us a rich source of information.

In this section of our site you’ll find insights and information on certain different types of visitors to Scotland, designed to give you insight, understanding and hopefully some inspiration for next steps in whatever your agenda might be.

Young Travellers

Read about young travellers and millennials, also known as Generation Y and how our younger visitors view Scotland.

A Fresh Perspective - exploring Scotland through younger eyes

Published August 2020

Millennial Travellers - Food for Thought Paper

Published January 2017

Family Holidays

Take a look at research looking into the views of children and their parents about family breaks and family activities in Scotland and the UK.

Summary - Exploring Scotland’s appeal as a family holiday destination

Published November 2019

Exploring Scotland’s appeal as a family holiday destination

Published November 2019

Luxury Travel

Read about trends in luxury travel and commentary on high net worth individuals and unique, exclusive travel experiences.

Luxury Travel

Published March 2019

LGBT+

Read about the travel needs of Lesbian, Gay, Bisexual and Transgender people, perceived LGBT+ friendly destinations and perceptions of Scotland.

LGBT+ Topic Paper

Published July 2014

Additional information on types of visitors