Domestic sentiment tracker 

1. Executive summary

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

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

• The cost-of-living crisis has lessened across May - June 2025, with 37% saying they are better off or not affected (compared to 32% in July 2024). However, 63% are still being cautious or have reported being hit hard by the crisis.
• 45% still believe the worst is still to come, but this is an improvement on the April figures from this year (but still up from 35% in July 2024).
• Over half say the cost-of-living crisis will impact on future trips. The rising cost-of-living continues to be the leading barrier to take a domestic trip, although this has fallen to 29% in July 2025. This is the lowest we have seen this year.
• The perception of personal finances and cost of hotels / leisure as barriers are falling.
• "Accommodation" is the main individual cost barrier. Although this has fallen a little since July 2024, it is still at 41%. Therefore "choosing cheaper accommodation", "spending less on eating out" and "looking for more free things to do" are the main ways people expect to moderate their trip spending.

Intentions to visit Scotland

Looking forward to the autumn (September to December 2025), Scotland was the third most-preferred destination to visit behind London and the South West of England.

However, Scotland planned trips are more vulnerable than those in the rest of the UK, with around half of potential visitors having decided to go but yet to book.

The low bookings are particularly high amongst non-Scotland residents (who make up the majority of Scotland intenders) as well as younger independents and those hit hard by the financial crisis.

Despite the low bookings, there is strong commitment to take a break in Scotland with 58% very committed.

There has been a big drop off in the proportion of retirement age intenders with a corresponding increase in families planning a trip. Families now make up 40% of "Scotland autumn intenders". 

Destination types

Consistent with previous reporting, the Highlands and Edinburgh area are the two most preferred destinations in Scotland this autumn, followed by the Glasgow area, the Scottish isles, and the West Coast.

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 (September - December 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.

The move towards families has led to a shift in terms of planned activities. Nature focus is still a priority for 55%, but this has fallen with more interest in excitement and adventure type activities.

Plans to visit family attractions have also increased (up to 18% compared to 8% in July 2024).

Accommodation for Scotland trip intenders (September - December 2025)

"Hotel / motel / inn" is the number one accommodation type for intended trips to Scotland in the autumn followed by “rented house or similar”.

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 May and July 2025.

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