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Visit Scotland | Alba

Universal appeal

From the richness of our landscape to the flair of the cities and all the warmth and spirited experiences found in-between – even a day spent in Scotland offers numerous reasons that justify it as a consistently excellent destination choice.

It’s not hard to guess why people are so attracted to our country, but there’s definitely value to be gained from delving into the facts surrounding this decision. We’ve produced a variety of reports that’ll give you a clear idea of the perceptions of Scotland and why people choose to visit us. 

In recent times, the Coronavirus (COVID-19) pandemic has left us with a significant impact on our mental health. In this section we will also examine the long-established relationship between tourism and wellbeing and Scotland’s role as an emotional destination.

Tourism as an emotional benefit

Published May 2021

The emotional benefits of tourism and the role of travel in the pandemic recovery

Unique Scotland: Promoting the benefits of holidaying in Scotland

Published October 2019

Motivations to visit - extract from Scotland Visitor Survey 2015 and 2016

Published April 2017

Additional research on Britain's Image