Domestic sentiment tracker 

1. Executive summary

The latest report for Scotland is based on data collected from fieldwork conducted between February and April 2025. It reports on intended UK trips for April to September 2025.

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

• The cost-of-living crisis has continued into April 2025 with 1 in 5 still reporting being "hit hard".
• In April, consumer budgets were hit with non-discretionary cost rises against a backdrop of global market disruption. These external factors resulted in a rise in the proportion feeling the worst of the crisis is still to come with 6 in 10 stating this. However, this is felt to be a temporary blip rather than a longer-term trend with early May figures being more positive.
• The impact of this on travel intentions is lessening with those planning to take a domestic holiday or short break in April - September 2025 being stable at 68% (similar to the same period last year at 69%).
• Barriers to taking a trip remain financial, with the cost of accommodation being the main reason for not taking a domestic trip in the past six months.
• As a result of these barriers, 57% say they will alter their future domestic trips by doing / spending less, changing accommodation, and looking at changing their plans (smaller holidays or going outside of peak times).

Intentions to visit Scotland

Looking forward to the summer (April to September 2025), Scotland was the second most preferred destination to visit alongside Wales and behind the South West of England.

However, Scotland planned trips are more vulnerable than those in the rest of the UK. 44% have already booked their trip across UK destinations overall, but this is lower for trips to Scotland where only 37% have booked their trip.

Commitment to visit Scotland is also lower than average, with 54% very committed, compared to 59% across the UK.

Intentions to travel haven't changed by lifestage across the UK, but for those planning a trip to Scotland, there has been an increase in families planning a trip this summer - up from 24% in 2024 to 40% of potential visitors being families in 2025. 

Destination types

The intention to visit Scotland's large cities has fallen compared to the same period last year with more interest in visiting countryside, traditional coastal towns, or rural coastline in 2025.

Consistent with previous reporting, the Highlands and Edinburgh were the two most preferred destinations in Scotland, followed by Glasgow, the east coast, and the Scottish isles.

Also consistent with previous research, non-Scotland residents were more likely than Scotland residents to plan on visiting Edinburgh.

Motivations for Scotland trip intenders (April - September 2025)

"To get away from it all and have a rest" and "family time or time with my partner" were the leading motivations for a short break or holiday in Scotland.

"Walking / hiking" and "trying local food" dominated the planned activities although slightly down on the same period last year. Fun, sport, and adventure activities have also increased, driven by families. 

Accommodation for Scotland trip intenders (April - September 2025)

"Hotel / motel / inn" was the number one accommodation type for intended trips to Scotland in the summer. There has been an increase in plans to stay in a rented house, and an increase in plans to stay at friends or relatives, reflecting the concerns over cost of accommodation.

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 February and April 2025.

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