Domestic sentiment tracker 

1. Executive summary

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

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

• The cost-of-living crisis has improved compared to the same period in 2025 (those believing the worst is still to come has fallen to 43% compared to 52% in January 2025).
• Barriers to taking a trip remain largely financial, with cost of accommodation remaining the main reason at 42%. 51% still say the cost-of-living will have an impact, with the main effect to cut spending while on their trip.
• UK travel behaviour is stable, with trips taken marginally up year on year (36% compared to 35% in 2024) and with Scotland trips taken on par with 2024.
• Looking at intentions between January to June 2026, these have fallen at a UK level from 56% to 52%. However, intentions to visit Scotland have increased from 13% to 15% for the same period.

Intentions to visit Scotland (January to June 2026)

Looking forward to the spring and summer (January to June 2026), Scotland is the second most-preferred destination to visit (after the South West);up from third in the same period last year.

Booking levels are higher for Scotland than for other areas of the UK, with 40% having already booked their trip. Commitment to visit is also high.

The life-stage profile of Scotland January-June intenders shows a higher proportion of younger independents planning a trip when compared to domestic trips planned to rest of the UK, with this audience making up 21% of Scotland intenders.

Destination types

Consistent with previous reporting, Edinburgh and the Highlands are the two most preferred Scotland destinations.

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

Motivations for Scotland trip intenders (January to June 2026)

"To get away from it all and have a rest" and "family time or time with my partner" are the leading motivations for a short break or holiday in Scotland driven by families and those of retirement age.

Younger independents focus more on visiting "somewhere new and exciting / fun".

"Walking / hiking" and "visiting heritage sites" are the main activities planned with the latter seeing an increase in intent compared to last year. "Trying local food and drink" is a larger driver for those of retirement age (54%).

Accommodation for Scotland trip intenders (January to June 2026)

"Hotel / motel / inn" is the number-one accommodation type for Scotland. Though, this category has fallen since last year, with an increase in the proportion planning to stay in a "guesthouse / B&B" .

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 November 2025 and January 2026.

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