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Visit Scotland | Alba

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Speaking to people when they're on holiday in Scotland is a great way to gather valuable insight on our visitors’ experience. Our visitor surveys help us understand why visitors take a holiday or short break in Scotland and how they rate their experiences when here.

Due to the scale of this work, we typically conduct a comprehensive Scotland Visitor Survey every three or four years. This includes speaking to a sample of both domestic (Scotland residents and rest of UK overnight visitors) as well as international visitors.

The last survey undertaken was in 2015/2016, with the planned 2020 survey postponed due to the pandemic. We're now conducting the Scotland Visitor Survey 2023.

The visitor survey will allow us to speak to overnight holidaymakers on the ground in Scotland. We'll then follow up with them on their return home so that we have a full picture of their visitor journey from start to finish.

Please check back here to read the results which will be available in 2024.

Visitor Survey 2015 and 2016

Scotland Visitor Survey 2015 and 2016 - overview

Published April 2027

Notes on the interpretation of the Scotland Visitor Survey 2015 and 2016

Published April 2017

Scotland Visitor Survey 2015 and 2016 - full version

Published April 2017

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