Domestic overnight tourism
| Region | Domestic visits | Domestic nights | Domestic spend |
| Stirling and Forth Valley | 558,000 | 1,526,000 | £136 million |
Source: Great Britain Tourism Survey, 2023
Overview
- Insight on tourism in Stirling and Forth Valley is available from a range of different sources. These include tourism monitors, national statistics, and commissioned research.
- On this page, you will find key data for the area. There are also links to further information regarding a particular source or study.
- This region covers the local authority areas of Clackmannanshire, Falkirk, and Stirling.
- In 2023, there were a total of 686,000 overnight tourism visits to Stirling and Forth Valley and a total overnight tourism spend of £205 million.
In this article:
1. Key statistics (overnight tourism)
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
International overnight tourism
| Region | International visits | International nights | International spend |
| Stirling and Forth Valley | 129,000 | 974,000 | £69 million |
Source: International Passenger Survey, 2023
Employment and economic performance
| Local Authority | Tourism employment in 2022 | Tourism employment as % of all employment | Tourism businesses in 2023 | Tourism businesses as a% of all businesses | Tourism Turnover in 2021 | Total tourism GVA per head in 2021 |
| Clackmannanshire | 1,000 | 4.4% | 110 | 10.1% | £26 million | £13,280 |
| Falkirk | 4,000 | 5.3% | 335 | 9.6% | £122 million | £17,242 |
| Stirling | 6,000 | 12.5% | 395 | 10.3% | £164 million | £13,114 |
Source: Scottish Growth Sector Statistics, December 2023
View this data as a time series on tourismobservatory.scot2. Scotland Visitor Survey 2023
In 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.
Profile of overnight visitors to Stirling
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
Scotland Visitor Survey 2023 - Stirling factsheet
Published June 2024
Profile Overnight visitors: Falkirk Forth Valley
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)
Scotland Visitor Survey 2023 - Wider Stirling, Falkirk & Forth Valley factsheet
Published June 2024
3. Methodology
The data published on this page is sourced from a number of different studies.
Great Britain Tourism Survey
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.
International Passenger Survey
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.
Scotland Visitor Survey
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.
Scottish Growth Sector Statistics
