The latest research into our international markets and how COVID-19 is impacting plans to visit Scotland
Explore our market intelligence updates. These are the findings from our international marketing teams and insight from the latest social listening.
In this section:
Latest update
Travel guidance is changing frequently. Read the latest updates on the Scottish Government website.
Market intelligence update: Europe
The latest marketing short-haul insights from Europe, gathered by our VisitScotland marketing teams.
More details on quarantine rules, exemption and travel to the UK.
There are currently no travel restrictions for incoming visitors to Scotland or the UK.
Health and recovery of market
France’s state of health emergency, which provided the legal basis for measures taken to contain the spread of new infections, ended on 31 July 2022.
French authorities are closely monitoring levels of new infection rates. Most preventative measures and health protocols have been lifted. France’s coronavirus (COVID-19) vaccination pass has been suspended except for some health and medical facilities such as care homes and institutions welcoming high-risk groups. With the recent increase in coronavirus (COVID-19) infections, the French authorities are recommending wearing face masks in busy public environment, indoor venues and public transport. The legal requirement to wear a face covering in public spaces was dropped on 16 May. The only exceptions are health and medical facilities.
The booster vaccination is open to all over 18 as well as 12 to 17-year-olds, and the gap between the last jab and booster has been reduced to three months. The vaccination programme is also available to children aged 5 to 11. Vaccinations are not mandatory for this age group. Vaccinations remain compulsory for all health workers and people working in contact with people that are at a high risk of infection. Due to the recent increase in coronavirus (COVID-19) infections, the French government has extended the list of people eligible for a second coronavirus (COVID-19) booster jab.
Quarantine and other travel restrictions
Scotland’s travel rules for people arriving from abroad ended on 18 March. Coronavirus (COVID-19) travel restrictions no longer apply to fully vaccinated and unvaccinated people. New rules might be brought back in at short notice. For the latest advice regarding Scotland’s travel restrictions, please visit the Scottish Government’s website.
On 1 August, France lifted all remaining travel restrictions on visitors entering the country. A sworn statement to enter France, proof of vaccination and coronavirus (COVID-19) testing is no longer required. It is however possible for these rules to be reintroduced for a limited two month “emergency break” period, if a new variant threatens serious health risks or the functioning of the health system.
Aviation
For an overview of European airline carriers with direct routes to Scotland and ferry operators with crossings between France and South England, please refer to our overseas travel pages. We advise visitors to check latest connectivity, fares and safety measures directly with the transport providers.
Intermediary insights and horizon scanning
Most operators are looking at 2022/23 for recovery. Demand and bookings for Scotland are looking strong for 2022. Groups have started to return since spring 2022 to Scotland and free independent travellers have been back as soon as entry requirements were eased. 2023 catalogues will be published earlier to stimulate demand for 2023 and compensate lack of business at the start of 2022.
Flexible terms and conditions, clear health and safety measures in place and reassurance message are key for market recovery and French visitors’ return to Scotland. Shorter booking windows and last-minute bookings are to be expected. Summer 2022 has seen a desire and ability from French visitors to indulge in “pleasure purchases”. There are uncertainties and lack of visibility for the coming autumn/winter due to the current geopolitical situation in Ukraine, higher cost of living and looming high inflation as well as increase in coronavirus (COVID-19) cases.
Current product/travel trends in market are responsible tourism products, slow travel, nature-based and agritourism activities, hidden gems and off the beaten track destinations. Travel intentions are showing a strong interest for cities and touring holidays in Scotland.
For more insights into the French market, see our visitors from France page.
There are currently no travel restrictions for incoming visitors to Scotland or the UK.
Health and recovery of market
Germany relaxed most restrictions at the beginning of April but keeps its mask mandate on public transport. The requirement to wear facemasks on flights to and from the country has been dropped. Going forward, the federal states will be able to introduce restrictions by declaring an area a “hotspot”. Considerations on classification include case numbers, any new variants, and the functioning of local healthcare systems. This means that future restrictions will once again vary from state to state, and possibly even internally within states.
The length of the self-isolation period is now also determined at a state level. This means that self-isolation can vary from 5-10 days with the possibility of early release using a negative test or in some cases, the absence of symptoms.
The German vaccination programme with booster possibilities is well established and is available to all adults, teenagers and children aged 5 to 11.
Switzerland and Austria removed restrictions earlier than Germany at the end of February and the start of March respectively.
Since 1 July 2021, the European CovPass app is in use and makes travel between EU countries easier by enabling German visitors to access proof of vaccination or recovery from coronavirus (COVID-19) as well as negative test results and recovered status.
Quarantine and other travel restrictions
Scotland’s travel rules for people arriving from abroad ended on Friday 18 March. Coronavirus (COVID-19) travel rules no longer apply to fully vaccinated and unvaccinated. New rules might be brought back in at short notice. For the latest advice regarding Scotland’s travel rules, please visit the Scottish Government’s website.
Since 4 March, all countries have been removed from Germany’s travel restriction classification lists. In the future, countries could be added to a list if a virus variant more dangerous than omicron would develop there. Since 1 June, there is no longer a need to prove that you are vaccinated, recovered or tested when entering Germany. If any countries do get added to the virus variant area list, however, travellers would need to show proof of vaccination.
Aviation
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.
Some cancellations and delays are currently being experienced at German airports, including Hamburg, Frankfurt and Munich, as a result of staffing issues with airlines, strikes, security and baggage handling. Checking flight status before leaving home and arriving early to the airport is advised.
Ferry operations with DFDS and P&O give German visitors the option of travelling to Scotland via seaports in the Netherlands and Northern England.
Intermediary insights and horizon scanning
Flexible terms and conditions, clear health and safety measures, and a strong reassurance message remain key for market recovery from Germany.
There is a strong pent-up demand amongst German holidaymakers. Apart from beach holidays, there is a noticeable trend in Germany for responsible and immersive travel. This fits in well with what Scotland has to offer and suggests potential for the coming seasons. It is also expected that the desire for adventure and exploring will come back in 2022, and tour operators expect Scotland to be very popular.
For more insights into the German market, see our visitors from Germany page.
There are currently no travel restrictions for incoming visitors to Scotland or the UK.
Health and recovery of market
Authorities in the Benelux and Nordic countries are closely monitoring levels of new infection rates. All Northern European countries are managing their restrictions separately. Case numbers are again rising across Europe, but no restrictions are being reimposed as of yet.
The government of the Netherlands says everyone age 12 years and over will be eligible for a vaccine booster jab this September as part of a campaign to head off an autumn coronavirus (COVID-19) surge.
In Belgium it is still necessary to wear face coverings in hospitals and pharmacies. All other coronavirus (COVID-19) restrictions have been lifted.
There are no longer any coronavirus (COVID-19) restrictions in place in Sweden, Norway and Denmark and the Netherlands.
Quarantine and other travel restrictions
Scotland’s travel restrictions ended on Friday 18 March for both fully vaccinated and unvaccinated travellers. New rules might be brought back in at short notice. More information about the new simplified system can be found on the Scottish government website.
Since 1 July 2021, the European CovPass app has been in use and makes travel between EU countries easier by enabling visitors to access proof of vaccination or recovery from coronavirus (COVID-19) as well as negative test results and recovered status.
There are no coronavirus-related restrictions for entering the Netherlands for travellers who live in the EU/Schengen area or in a country participating in the EU travel rules scheme. The EU entry ban applies to other travellers who live outside the EU/Schengen area, but there are some exceptions i.e. if you have a proof of vaccination or recovery you don’t have to get tested, self-isolate or even fill out the health declaration form.
Sweden, Norway, Denmark and Belgium have lifted all coronavirus (COVID-19) related travel restrictions.
Aviation
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 give visitors from the Benelux countries the option of travelling to Scotland via seaports in the Netherlands and North England with DFDS Seaways, P&O Ferries or Stena Line.
Intermediary insights and horizon scanning
A trend that can be seen for Benelux is that people are currently less inclined to fly, instead travelling with their own cars is becoming more and more popular. Also, off-season travel is on many tour operators’ radars as it may be more affordable, and places of interest will not be as crowded. Travel agents are reporting more interest in destinations that are closer to home, such as Scotland. In general, bookings via travel agents have become more popular, especially for families, as they can offer more security and money back guarantee.
Intermediaries remain challenged due to ongoing impact of furlough and staff shortages - in many cases they are overwhelmed by the number of enquiries being received. They are reporting high demand for Scotland among those enquiries. Food & drink and active holidays remain popular themes.
In the Nordics, people tend to take extended periods of annual leave over the summer months so it may be more difficult to do business during this time.
For more insights on the Netherlands, Norway and Sweden, see our country specific pages:
There are currently no travel restrictions for incoming visitors to Scotland or the UK.
Health and recovery of market
Authorities in Spain, Italy, Portugal and Greece are closely monitoring levels of new infection rates. All Southern European countries are managing their restrictions separately. Case numbers are again rising across Europe but no restrictions are being reimposed as of yet.
Facemasks in outdoor spaces are no longer mandatory in Spain, Italy, Greece and Portugal. Spain, Portugal and Italy lifted the requirement to wear face masks indoors, except on public transport, music venues, in hospitals and retirement homes.
Italy decided not to extend its state of emergency beyond 31 March and have removed the system of coloured zones (red, orange, yellow, white), which indicated the risk classification of regions and the restrictive measures to be implemented.
Quarantine and other travel restrictions
Scotland’s travel rules for people arriving from abroad ended on Friday 18 March. Coronavirus (COVID-19) travel rules no longer apply to fully vaccinated and unvaccinated travellers. New rules might be brought back in at short notice. For the latest advice regarding Scotland’s travel rules, please visit the Scottish Governement’s website.
Since 1 July 2021, the European CovPass app has been in use and makes travel between EU countries easier by enabling visitors to access proof of vaccination or recovery from coronavirus (COVID-19) as well as negative test results and recovered status.
Visitors returning to Spain, Italy, Portugal and Greece no longer need to present any vaccination certificates, recovery status certificates, passenger locator forms, or take any coronavirus (COVID-19) tests prior to arrival when travelling to these countries from UK.
Aviation
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
Scotland tours are experiencing a high demand amongst Italian and Spanish consumers. Some summer departure dates on coach tours are fully booked and themed tailor-made tours such as history, heritage, culture or filming locations are also getting lots of interest.
Southern Europeans tend to plan and book at more short notice so there are still enquiries coming through for this summer. High accommodation, flights and car hire prices are currently the main challenges, as well as a lack of available language-speaking guides.
After having some of the most stringent Coronavirus (COVID-19) restrictions across the globe, Australia is ready to welcome back fully vaccinated visa holder travellers from 21 February 2021 without the need for testing or additional quarantine. A digital passenger declaration will be required to be completed and submitted within 72 hours before departure.
Unvaccinated visa holders will still require a valid travel exemption to enter Australia.
Those vaccinated in Australia are recognised by the UK/Scotland Governments in the eligible vaccinated traveller policy (previously only UK, EU/EFTA and USA), where vaccine certification meets appropriate standards.
With the easing of travel restrictions at the end of 2021, December 2021 saw the single biggest increase for both arrivals and departures for international travel since the pandemic. Provisional figures released saw 196,000 arrivals while provisional departures was at 229,000.
There have been some consolidation with the travel distribution network in Australia however, tour operators and travel agents are reporting success and confidence with internal cross-state travel and suggest this interest and demand for travel will continue to international short and long-haul markets, when restrictions are further lifted. Trade continue to explore development opportunities for 2022, 2023 and beyond.
See our visitors from Australia page for more insights into the Australian market.
The last few months, Canadian travellers or anyone entering Canada have been subject to pre-departure and on-arrival testing. The Canadian Government has come under a lot of pressure for this to be removed as this was seen as a major barrier to travel especially for families.
From 28 February, fully vaccinated travellers will no longer be required to take a pre-departure PCR test prior to arriving into Canada. Travelers will be allowed to take a rapid antigen test up to 24 hours prior to their scheduled flight. On-arrival random testing will continue but without the requirement to quarantine until a negative test is returned. Pre-arrival information will also still be required via the ArriveCan app.
The travel advisory against non-essential travel for Canadians will also be downgraded to level 2 – practice special precautions.
Canada is recognised by the UK/Scotland Governments in the eligible vaccinated traveller policy (previously only UK, EU/EFTA and USA), where vaccine certification meets appropriate standards. Currently to enter Scotland, fully vaccinated visitors need only to complete a passenger locator form. All testing requirements for fully vaccinated passengers has been removed.
The Canadian aviation industry has started to pick up, with increased flights both domestically and internationally. Air Transat have restarted their Toronto – Glasgow service with a reduced service increasing in into summer. Air Canada have scheduled the restart of their Toronto – Edinburgh service from June 2022. WestJet has announced they will increase their Scotland services from summer 2022 flying from Toronto to both Glasgow and Edinburgh. This is in addition to their Halifax – Glasgow service.
The Canadian travel trade are ready to send visitors to Scotland and now with further easing of border restrictions, we may see an increase in visits from the visiting friends and relations (VFR) market initially. It is anticipated that travel from Canada to Scotland will continue to increase as testing measures are relaxed and flights return.
China has fully vaccinated 90% of their population. Their vaccination programme is on the UK’s list of “approved overseas vaccination programmes”, which means there are no restrictions for Chinese travellers entering the UK.
Hotel quarantine of seven days on return to China is in place as of 28 June 2022, reduced from 14 days previously.
Health and recovery of market
China continues to pursue a policy of zero tolerance. International travel is likely to resume significantly towards the end of this year and into next year, but the reduced quarantine times have led to major boost to outbound travel. Industry data showing outbound international passenger flights are likely to grow by 200% month-on-month in August.
New airline routes into the country are being added:
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Finnair will restart their weekly Helsinki – Guangzhou route on 6 September. This will be in addition to their weekly into Shanghai
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Lufthansa also announced they will resume direct flights between Frankfurt and Beijing
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Air France will resume Paris to Beijing
2845 outbound flights are scheduled to operate in August up from 904 in July and top destinations are look like they’re going to be South Korea, Japan, USA, Thailand and France.
The Civil Aviation Administration China (CAAC) is engaging in talks with their UK counterpart about restarting direct flight connections between China and the UK. It is likely to take several months to come to fruition.
Quarantine and other travel restrictions
Visa centres are open and processing leisure visa applications. However, the sale of leisure package holidays (anything that includes flight plus hotel) remains suspended.
On 29 June, the Ministry of Industry and Information Technology announced the removal of all countries from the “high-risk” travel category. Within 30 minutes of the announcement, overseas destination searches on Ctrip (China’s largest OTA platform) increased by 300%.
Intermediary insights and horizon scanning
The travel trade in China remains primarily focussed on domestic travel, but VisitScotland continue to work closely with intermediaries to develop new Scotland itineraries and encourage sustainable and responsible new product uptake.
For more insights into the Chinese market, see our visitors from China page or view our China toolkit.
As of 2 March 2022, the current 7-day moving average of daily new cases (53,017) decreased 28.5% compared with the previous 7-day moving average (74,143). A total of 78,977,146 Coronavirus (COVID-19) cases have been reported in the United States as of 2 March 2022.
Community transmission remains high in our key visitor direct marketing associations of California, New York, Texas, Florida and Illinois.
Currently 76.5% or 254,132,442 of the US population have received their first dose of the vaccine with 65.1% or 216,204,455 fully vaccinated. 44.1% or 95,269,125 have received their booster.
Travel restrictions
If you’re fully vaccinated, you do not need to isolate when you arrive in Scotland, but there are two things you must do before you travel:
- Make sure that you are able to prove you are fully vaccinated
- Complete a Passenger Locator Form available on the Scottish Government website
Further information can be found on the Scottish Government website.
On 19 July 2021, the US state department and the US centers for disease control and prevention (CDC) both issued their highest warnings against travel to the United Kingdom because of a rising number of Coronavirus (COVID-19) cases.
Aviation
There are several US air routes connecting key hubs in the US with London Heathrow. Direct air routes between Scotland and the US resumed on 4 March 2022. Please note that airline schedules are subject to change, so please check directly with the airline for the latest guidance.
Intermediary insights and horizon scanning
Continued interest from US travel trade, who are reporting an expected surge in demand once markets are fully opened. Product development continues for many US operators looking at opportunities for 2022, 2023 and beyond.
For more insights into the US market, see our visitors from the US page.
99% of people in the UAE, 95.2% of people in Qatar and 72% of people in Saudi Arabia have been fully vaccinated as of 1 August 2022.
From 18 March 2022, travellers from the UAE, Qatar and Saudi Arabia (three of our key markets in the Middle East) can enter the UK without the need to:
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Quarantine
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Show proof of vaccination
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Take a pre-departure or day two coronavirus (COVID-19) test
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Complete a passenger locator form before travelling to the UK
Non-UAE nationals returning to the UAE from the United Kingdom do not need to take a pre-departure PCR-test, but must show proof of being fully vaccinated or hold a coronavirus (COVID-19) recovery certificate with a QR code dated within 30 days of departure.
If not fully vaccinated or not in possession of a coronavirus (COVID-19) recovery certificate, residents and visitors travelling from or through the UK and arriving in the UAE must still show a negative coronavirus (COVID-19) PCR-test, taken no more than 48 hours before departure, at check in.
Fully vaccinated citizens and residents of Qatar returning from the UK are no longer required to take a PCR-test or quarantine. They do, however, need to provide proof of vaccination and are advised to complete pre-registration for return to Qatar using the pre-registration online platform ahead of travel.
From 9 February 2022, all Saudi citizens departing Saudi Arabia must have received a booster dose of the coronavirus (COVID-19) vaccine.
Those travelling to Saudi Arabia (including Saudi citizens) no longer need to hold a coronavirus (COVID-19) vaccination certificate or present a negative coronavirus (COVID-19) test result to enter the country. Quarantine restrictions have also been lifted.
Direct flights from Dubai to Glasgow have resumed with seven flights per week. Likewise, direct flights from Doha to Edinburgh have also resumed with a daily flight provided by Qatar Airways.
From 1 June 2022, all Middle East nations can acquire an Electric Visa Waiver (EVW) for the United Kingdom. An EVW lets you visit the UK for up to 6 months for tourism, business, study or medical treatment.
Anecdotally, confidence in overseas travel is returning and we have good connectivity, so we hope to see summer/autumn 2022 bookings from these markets.
As of 1 August 2022, 67.6% of the population has been fully vaccinated.
From 18 March 2022, travellers from India can enter the UK without the need to:
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Quarantine
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Show proof of vaccination
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Take a pre-departure or day two coronavirus (COVID-19) test
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Complete a passenger locator form before they travel to the UK
As of 14 February 2022, all fully vaccinated international travellers arriving in India no longer have to test on arrival or to quarantine at home for seven days. The requirement for a coronavirus (COVID-19) RT-PCR test on the eighth day of arrival in India has also been removed. However, travellers returning to India from the UK must complete an online declaration form.
If travellers are not fully vaccinated, they will need to upload a negative coronavirus (COVID-19) RT-PCR report from a test that was taken within 72 hours prior to departure.
The Civil Aviation Ministry announced that from 27 March regular overseas flights would resume after a two-year ban on scheduled international flights. Tour operators and airline companies have stated that demand has significantly grown for international travel since this announcement.
Booking.com has stated that the United Kingdom is one of the most popular destinations booked as a result of this announcement. This illustrates confidence in overseas travel is growing once again and provides an optimistic outlook for spring / summer bookings for 2022.
British Prime Minister Boris Johnson has expressed his support for more skilled visas for Indians as part of the efforts to expedite the ambitious Free Trade Agreement (FTA) being negotiated between the two countries.
Standard visitor visas are currently taking over a month to be processed, so travellers from India must plan ahead and leave plenty of time before their arrival date.
For more insights into the Indian market, see our visitors from India page.
International coronavirus (COVID-19) sentiment research
Our consumer research ponders sentiment towards international travel in light of the pandemic. It is jointly commissioned by VisitBritain, VisitScotland, Visit Wales, and London & Partners. Research started in December 2020.
The latest wave of this research, wave four, covers 20 short-haul and long-haul markets. It consists of survey results from March 2022, fieldwork from between 10 - 23 February 2022 and 11,000 online interviews.
Read the full reports from the latest and previous waves.
These reports contain details on:
- The impact of age
- Financial concerns on the propensity to travel abroad
- Trip planning by markets
- Factors which will make travel more likely
- Concerns around travel
- Preferred destinations
Travel intentions and confidence
- Overall, eight in 10 respondents would consider an international leisure trip in the next 12 months from February 2022 with 52% saying they would ‘definitely’ consider travelling, showing a steady desire to travel despite prolonged pandemic uncertainties
- France, Italy and the Irish Republic show the most positive sentiment towards travelling abroad whilst Norway has a more reserved attitude
- Over four in 10 (43%) have a clear plan in mind about where they want to go but only 11% have booked their trip, making the destination choice still open for the year
- Cost-related factors are now top for triggering bookings for international travel in the next 12 months with money-back guarantee should I wish to cancel my trip still at top place followed by an attractive offer/discount at second
Destination planning
- Europe continues to be the most popular global region, with 59% of respondents saying they would consider travelling there. This is most pronounced in short haul markets (74% would consider it), but Europe remains top in long haul markets too (45%). 13% of those interested in leisure trips in Europe would consider Britain specifically
- In long haul markets, British destinations consolidate on a Covid safe image compared to other large competitive destinations in Europe, such as France, Italy or Spain
- The COVID-19 safety image of Scotland is particularly high in Australia, Canada, USA, China, South Korea, Brazil and India; in short haul market, Irish Republic, Italy and Spain rated Scotland safer than its neighbour destinations
- For destinations within Britain, 57% are interested in England, 36% in Scotland, and 18% in Wales (multiple answers allowed)
- Long haul markets are generally more interested in England and Wales whilst short haul markets had a higher than average interest for Scotland
- Interest in England (and London) is predominantly by those aged 18-34 but Scotland and Wales saw a more balanced age distribution of potential visitors in Wave four
- When looking at the destination types of international leisure trip, sentiment to visit large cities remain the most popular type with 49% mentioning it, while roaming around visiting multiple places was next (41%), followed by coastlines (37%)
- A direct flight remains the most popular transport option for about 91% of potential visitors (79% for connecting flights) whilst half of respondents would want to travel via their own vehicle
- Once in Britain, trains and the tube were the most popular forms of transport but there is a preference for using personal vehicles from respondents in the Irish Republic, Netherlands, France, and Germany
- Official destination websites, transport and accommodation providers play a significant role in the booking process across most markets
- When booking international trips, travel comparison websites (36%, multiple answers allowed) and online travel agents/tour operators (36%) are among the most popular channels, especially the latter for long haul markets (38%) – showing the continued use of expert intermediaries is reassuring to consumers facing uncertainties over travel
- Wave one: fieldwork period was 2 to 16 December 2020 in 14 markets
- Wave two: 24 March to 5 April 2021 in 20 markets. All trended data is calculated using the 14 markets included in wave one
- Wave three: 23 August to 6th September 2021 in 13 markets. All trended data is calculate using the 13 markets consistently included in waves one and two
- Wave four: 10 to 23 February 2022 in 20 markets
- Data collection is via online interviews
- Detailed methodology and survey interpretation notes are available within the full reports
