686 thousand
total overnight visits by international and domestic visitors in 2023
2.5 million
total nights spent in accommodations by international and domestic visitors in 2023
£205 million
total spend by international and domestic visitors 2023
£298
average overnight visitor spend in 2023
Figures shown represent tourism performance for Stirling and Forth Valley, 2023, including Forth Valley, Clackmannanshire, Falkirk and Stirling (numbers have been rounded). Sources: International visitors: International Passenger Survey, GB residents: Great Britain Tourism Survey, 2023
| Region | Domestic visits | Domestic nights | Domestic spend |
| Stirling and Forth Valley | 558,000 | 1,526,000 | £136 million |
Source: Great Britain Tourism Survey, 2023
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View graphs and data on tourismobservatory.scot| Region | International visits | International nights | International spend |
| Stirling and Forth Valley | 129,000 | 974,000 | £69 million |
Source: International Passenger Survey, 2023
Do you want to see this data as a graph or view past year figures?
View graphs and data on tourismobservatory.scot| Local Authority | Tourism employment in 2023 | Tourism employment as a percentage of all employment | Tourism businesses in 2024 | Tourism businesses as a percentage of all businesses | Tourism Turnover in 2022 | Total tourism GVA per head in 2022 |
| Clackmannanshire | 1,000 | 4.3% | 110 | 9.0% | £53 million | £26,203 |
| Falkirk | 4,500 | 6.0% | 340 | 8.5% | £144 million | £22,758 |
| Stirling | 7,000 | 14.3% | 405 | 9.7% | £215 million | £19,259 |
Source: Scottish Growth Sector Statistics, December 2024
Do you want to see this data as a graph, a time series, or a data file (CSV)?
View this data as a time series on tourismobservatory.scotIn 2023, we commissioned the Scotland Visitor Survey to gather insight on visitor attitudes and behaviours. The scope of the survey was leisure overnight visitors only.
The survey explores all aspects of the visitor experience in Scotland. Further information on the background, methodology, and key highlights from the survey is also available.
Browse Scotland Visitor Survey 2023.
The visitor survey also allows us to explore the experiences of visitors who stayed overnight in a specific area.
47%
were domestic visitors
53%
were international visitors
66%
were repeat visitors
11%
were on a trip of a lifetime
Source: Scotland Visitor Survey 2023
Published June 2024
74%
were domestic visitors
26%
were international visitors
76%
were repeat visitors
8%
were on a trip of a lifetime
Source: Scotland Visitor Survey 2023 (includes Wider Stirling, Falkirk and Forth Valley area. Please note this excludes Stirling City)
Published June 2024
The data published on this page is sourced from a number of different studies.
Jointly sponsored by VisitEngland, VisitScotland and Visit Wales. The sample size for Stirling and Forth Valley was 60.
Browse more information on domestic overnight tourism to Scotland.
Carried out by the Office of National Statistics (ONS). VisitBritain, VisitScotland and Visit Wales are sponsors of the survey. The sample size for the Stirling and Forth Valley was 102.
Browse more information on international tourism performance.
Commissioned by VisitScotland. The sample size for the Stirling was 212 and for wider Stirling, Falkirk and Forth Valley 228.
Explore details from the Scotland Visitor Survey.
