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Visit Scotland | Alba
VisitScotland / Iain Sarjeant, all rights reserved.

Why people choose Scotland

Universal appeal

A day spent in Scotland offers numerous reasons that justify it as a consistently excellent destination choice. Think of the richness of our landscape, the flair of the cities, and all the warmth and spirited experiences found in-between. 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 COVID-19 pandemic has left us with a significant impact on our mental health. In this section, we'll examine the long-established relationship between tourism and wellbeing. We'll also have a look at 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 resources

Related links