Close to home
Our UK market represents a significant proportion of the visitors Scotland welcomes each year. Understanding more about who they are, how they behave and the preferences they have for their visits can offer a real advantage to those in the tourism industry.
Explore the domestic statistics - Our interactive dashboard
Explore the statistics and visitor trends for visitors from the UK by year, visitor demographics, region and transportation, from 2006 onwards.
We have also produced a variety of reports that’ll give you an understanding of our UK visitors including our UK segments.
GB Tourist 2018 Annual Report
Published October 2019
The Great Britain Day Visitor 2018 Annual Report
Published August 2019
Overview of VisitScotland’s target segments
Published June 2014
Individual segment profile - Adventure Seekers
Published January 2014
Individual segment profile - Curious Travellers
Published January 2014
Individual segment profile - Engaged Sightseers
Published January 2014
Individual segment profile - Food-Loving Culturalists
Published January 2014
Individual segment profile - Natural Advocates
Published January 2014
Dive into the survey data
Great Britain tourism survey
gbtsscotlandlightviewer.kantar.comData about overnight trips for Scotland and Great Britain, made by domestic travellers (not including Northern Ireland)
Great Britain day trips survey
gbdayvisitslightscotland.kantar.comThis survey covers day trips and leisure trips of up to 3 hours
International tourism data browser
www.visitbritain.orgData from the international passenger survey, with statistics from inbound visitors to Great Britain
Office of National Statistics
www.ons.gov.ukLeisure and tourism data from the Office of National Statistics