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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, feedback from our marketing teams and insights from the latest social listening.

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. 

Social listening update

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.