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Visit Scotland | Alba

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 since March 2020.

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 well underway. With UK quarantine restrictions being lifted, more and more air and ferry routes are returning, and leisure tours are confirmed. The first Dutch and German visitors have already arrived back in Scotland and French and Italian visitors are likely to follow shortly.

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.

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. 

In China, as COVID-19 cases decline and local outbreaks are quickly brought under control, consumer confidence in travel and leisure grows. Domestic travel has largely returned to pre-COVID-19 levels and the appetite for travel-related news and inspiration grows. Short-haul travel is expected to begin making a recovery from the October national holiday onwards with Long-haul following after that.

In the last couple of weeks Australia has seen a return to lockdown in some areas of the country following local spikes in COVID-19 cases. Interprovincial and international travel remain highly restricted.

In North America, reopening has begun on a state by state and province by province basis however advisories against all non-essential travel remain in place.