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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 to mid-August 2020. Due to the ongoing uncertainty caused by the pandemic, additional tracking will take place during September 2020 to January 2021. From September, UK level reports will be available fortnightly with a Scotland specific report being available monthly.

Topics this research covers:

Consumer confidence

Holiday intentions

Trips taken

Planned trips

Latest reports

Market intelligence update

The latest round up of UK and Ireland market intelligence from our VisitScotland marketing teams. 

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