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Visit Scotland | Alba

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.

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.

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.  

logo with graphs and charts representing research and insightsExplore the statistics

We have also produced a variety of reports that’ll give you an understanding of our UK visitors including our UK segments.

GB Tourist 2019 Annual Report

Published August 2020

The Great Britain Day Visitor 2019 Annual Report

Published August 2020

Great Britain Market Infographic 2019

Published June 2020

Scotland Market Infographic 2019

Published June 2020

Domestic Day Trip Profile 2017-19

Published June 2020

Domestic Overnight Trip Profile 2017-19

Published June 2020

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