The latest research into our international markets and how COVID-19 is impacting plans to visit Scotland
Explore below feedback from our international marketing teams and insight from the latest social listening.
In this section:
Market intelligence update: Europe
Social listening update: Europe
Market intelligence update: Australia, Canada, China and USA
Market intelligence update: Europe
The latest marketing insights from Europe gathered by our VisitScotland marketing teams.
Domestic travel and cross-border movement within Europe is underway. With UK quarantine restrictions being lifted, more and more air and ferry routes are returning, and leisure tours are confirmed. An increased number of cases in various locations around Europe means those countries that are exempt from quarantine is changing frequently.
Domestic travel within France and cross-border movement within Europe is well underway for French holidaymakers. Due to a rise of new infections, the Scottish government recently re-imposed quarantine requirements for returning UK residents and visitors from France.
Health and recovery of market
French authorities are closely monitoring levels of new infection rates. An increased number of cases has been observed in France over the course of the last weeks. This can be explained by increased testing and new cases largely observed amongst asymptomatic younger age groups. To contain the spread of new infections, local restrictions and safety measures have been introduced such as mandatory use of face coverings in outdoor public spaces. It is now mandatory to wear face coverings in indoor public spaces such as workplaces, schools and higher education establishments for both teachers and students over the age of 11.
French authorities have re-introduced colour ratings for departments, with zones marked “red” meaning that the COVID 19 virus is actively circulating. As of 27 August, 21 departments are classed as red.
Quarantine and other travel restrictions
Since 10 July visitors from many EU countries no longer need to self-isolate upon arrival in Scotland. France has recently been taken off the list of quarantine-exempt countries, meaning returning residents and visitors from France are now having to quarantine when entering the UK. Check the full list of countries who can travel to Scotland without quarantine.
Aviation
Most airline carriers have resumed their operations between Scotland and France. Please note that airline schedules remain subject to change and amendments. For an overview of European airline carriers with direct routes into Scotland, please refer to our overseas travel pages. We advise visitors to check latest connectivity, air fares and latest safety measures directly with the airlines.
Ferry operations have also resumed, giving French visitors the option of travelling to Scotland via seaports in France and South England with Brittany Ferries or the Netherlands and North England with DFDS Seaways or P&O Ferries. From 15 August returning UK residents, visitors from France and visitors transiting via the Netherlands will need to self-isolate for 14 days upon arrival.
Intermediary insights and horizon scanning
Enquiries from French tour operators are largely focusing around Scotland’s industry re-opening and health and safety measures – and lately around when quarantine restrictions are likely to be lifted again. Some tour programmes for autumn and winter might resume under the premise of them not yet having been cancelled or postponed, and booked accommodations and attractions being open. Some tours for summer had already resumed
before quarantine restrictions were re-imposed. With the end of the summer holiday and the prospect of a quiet autumn, tour operators are looking at 2021 for recovery, either reducing or reinventing their offering. Focus in 2021 will also be on customers who were issued a credit note / travel voucher as a result of their trip being cancelled in 2020.
For more insights into the French market see our visitors from France page.
Domestic travel within Germany and cross-border movement within Europe is well underway for German holidaymakers. With UK quarantine restrictions lifted, more and more flight routes in place and leisure tours confirmed, German visitors have already arrived back in Scotland.
Health and recovery of market
German authorities are closely monitoring the country’s R rate. An increased number of cases has been observed in some areas in Germany as a result of returning holidaymakers. State governments are applying targeted measures in the event of local COVID-19 outbreaks to break the chain of new infections.
Returnees from abroad who have been in a risk area, are obliged to undergo a free-of-charge COVID-19 test, or alternatively self-isolate for two weeks at home. From 1 October, this will change to a mandatory self-quarantine for at least five days, before it can be foregone with a negative test result. Tests will no longer be free, apart from tests carried out at Frankfurt airport or in the region of Bavaria.
Quarantine and other travel restrictions
Since July 10 visitors from many EU countries no longer need to self-isolate upon arrival in Scotland – this includes visitors from Germany. Austria and Switzerland have recently been taken off the list of quarantine-exempt countries, meaning returning residents and visitors from Austria and Switzerland are now having to quarantine when entering the UK. Re-imposed quarantine requirements for Austria and Switzerland are also affecting German holidaymakers transiting through these countries to enter the UK. Check the full list of countries who can travel to Scotland without quarantine.
Although Germany’s Foreign Office lifted its official travel warning for leisure travels between EU and Schengen-associated states.
Aviation
Most airline carriers have resumed their operations and can be seen to gradually increase direct flight connections between Scotland and Germany. Please note that airline schedules remain subject to change and amendments. For an overview of European airline carriers with direct routes into Scotland, please refer to our overseas travel pages. We advise visitors to check latest connectivity, air fares and latest safety measures directly with the airlines.
Ferry operations have also resumed, giving German visitors the option of travelling to Scotland via seaports in the Netherlands and North England with DFDS Seaways or P&O Ferries. From 15 August, German visitors transiting via France or the Netherlands will need to self-isolate for 14 days upon arrival.
Intermediary insights and horizon scanning
Enquiries from German tour operators are largely focusing on Scotland’s industry re-opening and health and safety measures.
Tours scheduled for autumn and winter might resume, under the premise of them not yet having been cancelled or postponed, and booked accommodations and attractions being open. Because all coach tours and a large percentage of others transit through France or the Netherlands, most operators had to cancel at least some of their tours and the risk of losing the whole rest of the season is growing with every day the quarantine restrictions last. Where possible, FIT and small group tours have resumed.
Many coach tour operators introduced new and improved hygiene measures that comply with the requirements of state and health authorities, aimed at reassuring clients and keeping them safe. Anecdotal feedback suggests that forward bookings for coach tours to Scotland in 2021 are looking promising.
For more insights into the German market see our visitors from Germany page.
Domestic travel within individual countries and cross-border movement within Europe is well underway for Benelux and Nordic holidaymakers. Due to a rise of new infections, the Scottish government recently re-imposed quarantine requirements for returning UK residents and visitors from Luxembourg, Belgium and the Netherlands.
Health and recovery of market
Authorities in the Benelux and Nordic countries are closely monitoring levels of new infection rates. All North European countries managed their lockdown separately and are easing restrictions at different paces. Across most of the North European markets, hospitality, cultural attractions, workplaces and schools have largely reopened.
In recent weeks Luxembourg, Belgium and the Netherlands have seen a rise in new infections, which led the Scottish government to re-impose quarantine requirements for returning residents and visitors from the Benelux countries.
Quarantine and other travel restrictions
Since 10 July visitors from many EU countries no longer need to self-isolate upon arrival in Scotland – this includes visitors from Norway, Finland and Denmark. Visitors from Sweden must continue to self-isolate for 14 days upon arrival. Luxembourg, Belgium and the Netherlands have recently been taken off the list of quarantine-exempt countries, meaning returning residents and visitors from the Benelux are now having to quarantine when entering the UK.Check the full list of countries who can travel to Scotland without quarantine.
Aviation
Most airline carriers have resumed their operations and can be seen to gradually increase direct flight connections between Scotland and North Europe. Please note that airline schedules remain subject to change and amendments. For an overview of European airline carriers with direct routes into Scotland, please refer to our overseas travel pages. We advise visitors to check latest connectivity, air fares and latest safety measures directly with the airlines.
Ferry operations have also resumed, giving visitors from the Benelux countries the option of travelling to Scotland via seaports in the Netherlands and North England with DFDS Seaways or P&O Ferries. From 8 August and 15 August respectively returning residents and visitors from Belgium and the Netherlands will need to self-isolate for 14 days upon arrival.
Intermediary insights and horizon scanning
Enquiries from North European tour operators are largely focusing around Scotland’s industry re-opening and health and safety measures.
It can be expected that some tours scheduled for autumn and winter will resume, under the premise of them not yet having been cancelled or postponed, and booked accommodations and attractions being open. However, due to quarantine re-imposed for Benelux countries
and Nordic countries being extremely cautious, more and more tour operators can be seen cancelling their tours to Scotland for the remainder of this year and their focus has shifted to the 2021 season.
For more insights on the Netherlands, Norways and Sweden see our country specific pages:
Domestic travel within individual countries and cross-border movement within Europe is well underway for some Southern European markets, for Italy in particular. With UK quarantine restrictions being lifted and air routes returning, Italian visitors have already arrived back in Scotland with the added challenge of having to avoid stopping in any country other than Germany or UK on their way to Scotland.
Health and recovery of market
Authorities in Spain, Italy, Portugal and Greece are closely monitoring levels of new infection rates. All South European countries managed their lockdown separately and are easing restrictions at different paces. Across most of the South European markets, hospitality, cultural attractions, workplaces and schools have reopened, but particularly Spain is having to contain growing local outbreaks and partial lockdowns have been imposed to break the chain of infections.
From 12 August, travellers from Croatia, Greece, Malta and Spain entering Italy need to present a certificate that proves they have taken a COVID-19 test with a negative result 72 hours prior to entering the country. They also need to undergo a molecular or antigenic test, to be carried out by means of a swab, upon arrival at the airport, or within 48 hours of entering the national territory at the local health centre of reference (although they need to self-isolate until they receive the results). If they test positive on COVID-19, they need to communicate it to the regional health authorities.
Quarantine and other travel restrictions
Since 10 July visitors from Italy no longer need to self-isolate upon arrival in Scotland. Portugal, which was only recently added to the list of quarantine-exempt countries, has been taken off again from 04:00 on Saturday 5 September onwards, meaning returning UK residents and visitors from Portugal will again need to quarantine when entering the UK. Visitors from Spain and, since 3 September, from Greece, must also continue to self-isolate for 14 days upon arrival. Check the full list of countries who can travel to Scotland without quarantine.
From 15 August 15 and 22 August, quarantine requirements re-imposed for visitors to the UK from France, the Netherlands, Switzerland and Austria are affecting Italian holidaymakers that transit through these countries by connecting flights via Amsterdam or Geneva or car / coach travel.
Aviation
Most airline carriers have resumed their operations and can be seen to gradually increase direct flight connections between Scotland and South Europe. Please note that airline schedules remain subject to change and amendments. Jet2 and TUI decided to pause flights from the UK to Spain, while Ryanair decided to reduce scheduled flights by 20% for September and October (for all their destinations) and easyJet tends to cancel flights that do not have enough bookings. For an overview of European airline carriers with direct routes into Scotland, please refer to our overseas travel pages. We advise visitors to check latest connectivity, air fares and latest safety measures directly with the airlines.
Intermediary insights and horizon scanning
Enquiries from Italian tour operators and travel agents have shifted their focus from Scotland’s industry re-opening and health and safety measures to how to reach Scotland avoiding quarantine, maximum group sizes and other regulations as well as how likely it is that the Scottish Government will request visitors from additional countries to quarantine on arrival. Enquiries from Spanish tour operators revolve around the quarantine restrictions and when these are likely to be lifted but also around travel.
It can be expected that some tours scheduled for autumn and winter will resume, under the premise of them not yet having been cancelled or postponed, and booked accommodations and attractions being open. Uncertainty from Italian tour operators around UK quarantine restrictions potentially imposed in the future remains high.
For more insights on Spain and Italy see our country specific pages:
Social listening update: Europe
Our insights team uses 'social listening' as a tool for research. Put simply, it's about gathering data on specific topics from online conversations, to allow us to capture first-hand insights from visitors and potential visitors to Scotland.
We use a social listening tool, Brandwatch, to identify, capture and categorise high volumes of information.
Between 17 and 30 August 2020, we identified over 4,800 conversations related to holiday intention from the French market. Online chatter has decreased by 14% compared to the previous two weeks. This might be a reflection of the end of the summer season in France as people shift their attention from holiday planning to other subjects, such as the return to school / work.
Conversations about holiday intention focus on overnight stays, autumn breaks and users planning their next holidays.
Online sentiment is positive (64%) with users sharing their holiday experiences. There is a small percentage of negative chatter mostly driven by complaints about poor holiday experiences and cancelations.
Most online conversations take place on social media sites (71% on Instagram and 23% on Twitter) where online users discuss the end of their summer holidays and hopes for their next holidays.
Mentions included reviews being left on websites like TripAdvisor and Booking.com, with comments on recent experiences from holidays spent in France.
Between 17and 30 August 2020, we identified almost 2,000 conversations related to holiday intention from the German market. Online chatter decreased by 7% during this period compared to the previous two weeks. This might be influenced by the end of the summer season as people shift their attention from holiday planning to other subjects as well as an increase in concerns about the rise in cases in other countries and a potential second wave.
The main topic themes were people:
- Sharing recent or current holiday experiences (mostly at home).
- Users planning a holiday abroad for 2021.
- Frustration over newly issued travel warnings for popular destinations (e.g. Paris and Mallorca).
- Complaints over last minute cancellations of trips / hotel bookings due to the rise in COVID-19 cases in several countries.
Online sentiment around holiday intention tends to negative (37% of total online chatter). Negative chatter is driven by user’s concerns about future trips and their frustrations over travel cancellations due to the rise in COVID-19 cases and newly issued travel warnings for several countries. Positive sentiment is driven by online users sharing recent or current holiday experiences.
Most online conversations took place on Twitter (46%) and forums (40%). Reklamieren24.de is the most popular forum where users share their experiences, complaints and seek / provide advice on travel related topics. Twitter is used as a site for debate where users discuss their views on the current situation and share holiday plans and frustrations.
Dutch speaking countries: The Netherlands and Belgium
Between 17 and 30 August 2020, we identified almost 1,000 related mentions about holiday intentions in the low countries. Online chatter has decreased by 13% compared to the previous two weeks.
The main topic themes are chatter about travel corridors recently close and questions about cancelled flights due to this reason. Also conversations about a holiday abroad.
Online sentiment around holiday intention is neutral (45% of total conversations) to positive. Neutral sentiment is driven by users reflecting on the increasing number of travel corridors close due to COVID-19. Positive chatter is driven by online users sharing their recent / current holiday experiences. Negative conversations are driven by concern and confusion about whether their planned holidays will go ahead or will be cancelled due to COVID-19.
Most of conversations take place on Twitter (61%) and online forums (27%) where online users share their thoughts and opinions, sharing their experience of their recent domestic holidays.
Market intelligence update: Australia, Canada, China and USA
The latest marketing insights from Australia, Canada, China and the USA gathered from our VisitScotland marketing teams.
Across the globe we continue to see local and wider outbreaks of COVID-19 leading to further restrictions on movement and changing quarantine rules in the UK and Scotland.
In Australia, while international travel restrictions remain in place the travel sector continues to focus on domestic travel.
From Canada, Air Transat have announced they will operating the Glasgow – Toronto route as a triangulation service (Toronto – Glasgow – Manchester – Toronto) twice weekly from 1 September – 24 October 2020. Travellers from Canada to Scotland are still required to quarantine for 14 days.
In China, domestic travel is rebounding well and the appetite for travel-related news and inspiration grows. Demand for live streamed content from destinations and attractions across the globe is huge as people turn to virtual travel. VisitScotland will be livestreaming on Weibo from five destinations across Scotland throughout September.
In the US we continued to receive interest from our travel trade contacts in when Scotland will be open to US visitors and exploring Scotland virtually is popular with the travel trade and consumers alike.
Cases have begun to level off in Melbourne and the state of Victoria but residents of Melbourne remain under a stage four lockdown. This allows residents to leave their homes for essential reasons, exercise is restricted to once a day and must be taken within 5km of your home. Metropolitan Melbourne has also been placed under curfew which bans residents from leaving their homes between 8pm and 5am except for urgent medical care. The State of Victoria is under a stage three lockdown, with similar restrictions to those imposed in March. It has now been made mandatory for people in Melbourne and Victoria to wear face coverings in public.
Health and recovery of market
The sudden increase in cases in the last month has meant increased internal border closures and restrictions. This has significantly restricted domestic movement and impacted on the recovery of the domestic tourism sector. New Zealand has also indicated that the current situation in Australia will not allow for discussions to progress at this stage around the proposed Trans-Tasman Travel bubble, which would allow quarantine free travel between Australia and New Zealand.
Quarantine and other travel restrictions
Currently only essential international travel is allowed from Australia. Indications from the market are that the international border will remain closed for some time into 2021, with no confirmed dates for re-opening. Currently any Australian citizen returning home must quarantine in government supervised hotels for 14 days. Quarantine costs must now be covered by the individual ($3,000 for the first adult in the group, $1,000 additional adult & $500 for each child aged over three). The Government Cap on international arrivals is also proving challenging for airlines. Many flights to Australia are currently arriving relatively empty, and making it very difficult for Australians trying to secure seats to return home.
Aviation
Middle East Carriers started to fly direct to Scotland in July. Qatar is currently operating a limited service between Edinburgh and Doha, and is reviewing the schedule on an ongoing basis. Emirates began flying between Glasgow and Dubai on 15 July, initially with four flights per week, with plans to review in the Autumn.
Other International carriers still operating between Australia and the UK are Etihad and Singapore Airlines. Qantas has cancelled its entire international schedule, indicating that it’s unlikely to restart until July 2021, with the exception of New Zealand. Whilst Australia is included in the government air bridge list. It’s worth noting that if a passenger is transiting through a country that isn't e.g. the Middle East hubs, then they are required to quarantine for two weeks on arrival in the UK.
Intermediary insights and horizon scanning
With international travel restrictions in place the travel sector in Australia has shifted focus to domestic travel. This has been significantly impacted by domestic border closures and restrictions. Indications from operators are that a significant number of international bookings from 2020 have been transferred to 2021 or 2022 rather than cancelled.
For more insights into the Australian market see our visitors from Australia page.
Canadian provinces have started to reopen their economies but limited interprovincial travel is permitted. There’s a travel advisory in place until 30 September advising against all non-essential travel. The Canadian / US border closure has been extended until 21 September.
Anyone arriving in Canada is subject to a 14 day quarantine period, similar to UK arrival restrictions.
Health and recovery of market
While the federal, provincial, and territorial governments have agreed a set of common principles for restarting the Canadian economy, provinces and territories have been implementing these at different timescales.
A travel bubble is in operation in Canada’s four Atlantic provinces which allows interprovincial travel between Nova Scotia, New Brunswick, Prince Edward Island and Newfoundland and Labrador where travellers will not be required to self-isolate. However, travellers from the other provinces and territories will have to abide to guidelines as outlined in each specific Maritime province. Domestic travel is currently still advised within people’s own province or territory out with this travel bubble.
Quarantine and other travel restrictions
Travellers from Canada to the UK / Scotland will be required to quarantine for 14 days.
Aviation
Air Canada continues to fly to the UK (Toronto to London) but announced in May that its Rouge service would not operate its Toronto - Glasgow and Edinburgh routes for summer 2020.
Transat announced the revival of its Toronto – Glasgow service which restarted on Saturday 25 July 2020. It is now operating as a triangulation service Toronto – Glasgow – Manchester – Toronto twice weekly from 1 September – 24 October 2020.
Intermediary insights and horizon scanning
The Canadian travel trade are ready to send visitors to Scotland however, with current border restrictions in place within Canada and the UK this is not possible.
The travel industry are currently lobbying the Federal Government for details of criteria and timescales which will allow the reopening on the international border.
For more insights into the Canadian market see our visitors from Canada page.
As COVID-19 cases decline and local outbreaks are quickly brought under control, consumer confidence in travel and leisure increases. Being house-bound in the first part of the year caused a further migration to online-living, as a result, the livestreaming trend has exploded. The appetite amongst netizens for livestreamed content from destinations and attractions is huge as people turn to virtual travel. VisitScotland will be livestreaming on Weibo from five destinations across Scotland through September.
Health and recovery of market
Beijing lowered its emergency response level to level three from level two (of four) on 20 July. Parks, visitor attractions, gyms, libraries and museums reopened to 50% of capacity. There were two COVID-19 related death in China in the past week.
Quarantine and other travel restrictions
Singapore have announced that they are relaxing travel restrictions for visitors from China from 1 September by shortening the quarantine period for travellers from 14 to seven days and allowing them to serve their SHN (Stay at Home Notice) at their place of residence, and undergo a COVID-19 test at the end of their SHN period.
All passengers of China-bound flights must provide negative COVID-19 test results before boarding.
The Chinese government does not explicitly advise against travel to the UK however, 14 day quarantine is required at both sides.
Fast-track services which do not require quarantine are in place for business travel from the UK to China and pre-travel negative test requirements still apply.
Aviation
Beijing received its first international flights for first time since March on 3 September. Beijing Capital International Airport (BCIA) receiving flights from a limited number of countries considered at low risk of coronavirus infection. Passenger arrival are limited to around 500 per day during this initial trial period and all will need to undergo additional testing for the virus on arrival, followed by two weeks of quarantine.
To safely receive passengers, BCIA has remodelled a designated area of Terminal Three to receive international flights, with specific measure in place for passenger handling, health declaration card completion, epidemiological investigation and sample collection, border formalities, and baggage collection.
Intermediary insights and horizon scanning
The sale of international travel packages remains suspended in China.
Many businesses have diversified their product and we’re seeing a shift from the sale of large group travel to small groups and independent travel.
A recent survey of travel trade professionals in China by VisitBritain, revealed that the travel trade is keen to restart virtual education and product development programmes from September after a lull over the summer when they were diverting their resources into Domestic travel. VisitScotland hopes to run a virtual trade mission in China in November.
For more insights into the Chinese market see our visitors from China page or view our China toolkit.
The US market continues to reopen its economy on a state by state basis. There have been numerous states across the US with increases in COVID-19 cases over the past few weeks. US Government has issued a level three travel advisory to the United Kingdom where it advises US citizens to reconsider travel to the United Kingdom due to COVID-19. US citizens are still subject to a 14 day quarantine period when travelling to UK and Europe.
Health and recovery of market
Numerous states across the US have reported increases in COVID-19 cases. Our key visitor DMA’s of California, New York, Texas, Florida and Illinois have all seen an increase in COVID-19 cases over the past week (data accurate from 2 September 2020).
Quarantine and other travel restrictions
Travellers from the US will be required to quarantine for 14 days upon entering the UK.
Aviation
There are various US air routes in operation connecting key hubs in the US with London Heathrow. Some direct air routes between Scotland and the US are expected to resume over the next few months. Please note that airline schedules are subject to change and amendments so please check directly with the airline for the latest guidance.
Intermediary insights and horizon scanning
Continued interest from US travel trade on when Scotland will be open to US visitors. Exploring Scotland virtually with virtual experiences and related content continues to be of interest to travel trade and US consumers alike. Product development continues for many US operators.
For more insights into the US market see our visitors from the US page.