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Visit Scotland | Alba

Latest research into the UK and Ireland markets and how COVID-19 is impacting plans to visit Scotland

Explore below UK consumer research undertaken since March 2020 and feedback from our marketing teams.

In this section:


COVID-19 consumer sentiment tracker

The national tourist boards within Great Britain have commissioned tracking research to measure UK residents' holiday intentions. 

The original tracking was in place from the end of May 2020 to mid-February 2021. Due to the ongoing uncertainty caused by the pandemic, additional tracking will take place during March 2021 to end August 2021.  From March 2021, UK level reports will be available fortnightly with a Scotland specific report being available every 6-8 weeks.

Topics this research covers:

Consumer confidence

Holiday intentions

Trips taken

Planned trips

Latest reports

Latest topic paper

  • UK segments during the COVID-19 pandemic

    During the pandemic, it has become clear that the factors that previously identified key segments for Scottish tourism are being affected by the current COVID-19 situation. 

    As part of the joint UK Consumer Sentiment Tracking (VisitScotland, VisitEngland and Visit Wales), some new segments have been developed to help the tourism industry to understand consumer attitudes and behaviour towards travel and leisure during the current crisis.

    UK segments during the COVID-19 pandemic

    Published February 2021

    Updated topic paper

The Visitor Experience in Scotland between July and December 2020

An online survey was conducted in January 2021 with VisitScotland customers from the UK and Ireland market, to explore their travel decisionmaking and behaviour in 2020, and holiday intention in the near future.  This audience received marketing communications from VisitScotland, used the website or engaged with VisitScotland via another channel.  Many are loyal and repeat visitors to Scotland. Please note due to the sampling, the findings do not represent a nationally representative sample of all holiday takers in Scotland during 2020.