Domestic sentiment tracker 

1. Executive summary

The latest report for Scotland is based on data collected from fieldwork conducted between August and October 2025. It reports on intended UK trips for November 2025 to March 2026.

The key findings of the domestic sentiment tracker can be summarised as follows:

• The cost-of-living crisis personal impact has improved, but there is still concern the worst is still to come, particularly among older age groups.
• Fewer cite financial reasons for not taking trips compared to last year. But 50% still say the cost-of-living will have an impact, with the main effect to cut spending while on their trip.
• Travel behaviour is stable, with a slight increase in Scotland trips planned / taken among Scotland residents.
• The proportion of families planning a winter trip has increased. For Scotland, half of planned visitors from rest of UK are families, while residents planning a trip are more likely to be older / retirement age.
• Booking levels are down across all trips, but booking for Scotland is higher than for other areas, and commitment to visit is also high.

Intentions to visit Scotland (November 2025 to March 2026)

Looking forward to the winter (November 2025 to March 2026), Scotland is the fifth most-preferred destination to visit; in line with last year.

Booking of winter trips is down across all domestic trips planned, with only 32% of trips currently booked. Those planning overseas trips are also unlikely to have booked yet.

However, for those planning a trip to Scotland, 42% have already booked this trip, and 55% are very committed to take the trip; higher than other areas across the UK.

The family market make up 45% of those planning a trip to Scotland this winter. This is higher among those from the rest of UK (50%), while those from within Scotland are more likely to be older independents or retirement age. 

Destination types

Consistent with previous reporting, The Highlands and Edinburgh area are the two most preferred Scotland destinations, followed by the Glasgow area and Central Scotland, which both see an increase in planned visits compared to last year.

Also consistent with previous research, non-Scotland residents were more likely than Scotland residents to plan on visiting the Edinburgh area. Family visitors are drawn more to the cities (Glasgow and Edinburgh) as well as Central Scotland.

Motivations for Scotland trip intenders (November 2025 to March 2026)

"Family time or time with my partner" is the leading motivation for a short break or holiday in Scotland. "Connecting with nature" is second; an increase on last year. Trying local food and walking / hiking are the main activities.

Families are driven more by trying local food, as well as visiting heritage and cultural sites, but are also keen on nature /  wildlife experiences.

Accommodation for Scotland trip intenders (November 2025 to March 2026)

"Hotel / motel / inn" is the number one accommodation type for Scotland intended trips in winter.

Families and younger independents are more likely to be staying with a friend / relative.

3. Methodology

 The study uses a monthly online survey based on a UK nationally representative sample of 1,500 adults aged 16 and over. The sample is then boosted in Scotland to ensure sufficient base sizes for separate national analysis.

In total, 1,750 surveys are completed, of which 250 are Scotland residents. The study is conducted by BVA BDRC. The latest Scotland report aggregates the results from waves of fieldwork conducted between August to October 2025.

Further information on the methodology is available within the PDF report to download.