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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 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.

Market intelligence update: Australia, Canada, China, USA, Middle East and India

The latest long-haul marketing insights, gathered from our VisitScotland marketing teams. Browse insights from Australia, Canada, China, USA, Middle East and India.

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

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