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Visit Scotland | Alba

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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.

We’re closely monitoring the Coronavirus (COVID-19) situation as it develops and are currently publishing the COVID-19 consumer tracking report which looks at UK holiday intentions as the COVID-19 restrictions are lifted, as well as regular updates on the UK market during the COVID-19 crisis.

In this section:

Annual Domestic Tourism Statistics

Great Britain is Scotland’s largest tourism source market and you can learn more from the summaries and detailed reports covering the most recent domestic tourism statistics. Information is sourced mainly from the Great Britain Tourism Survey (GBTS) and the Great Britain Day Visits Survey (GBDVS) which provide volumes, values and characteristics of domestic overnight and day trips undertaken by Great Britain residents.

Domestic Trip Profile

Explore these short reports that provide bite-size insight into trends in domestic overnight tourism and day trips.

The reports look at the travelling behaviour of visitors in different “life stages” and display  3-year average data to present a more ‘typical’ picture of visits, rather than the most recently available annual information.

UK Segmentation

VisitScotland use a segmentation model to understand and target UK consumers and to inform our UK marketing strategies and activities which can be seen below.  However, during the COVID-19 pandemic, it has been clear that the factors that previously identified key segments for Scottish tourism are being affected by the current crisis.  As a temporary measure some COVID-19 segments have been developed.  These can be seen on our coronavirus insights UK and Ireland markets page.

Dive into the survey data