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Visit Scotland | Alba

Insight into Scotland's visitors and communities

We are dedicated to protecting our planet for future generations, and keeping tourism both sustainable and responsible. Read more about our commitment in our Responsible Tourism Plan, Tourism Declares.

It is vital that we rebuild Scotland's visitor economy in a responsible and inclusive way, to ensure that our industry thrives and our communities are enriched by tourism.

We are gathering intelligence and insight into visitor behaviours, and their views on the impact of tourism, to help inform strategic decision making and business planning. This supports wider work underway with local communities to help visitors enjoy Scotland responsibly. You can find further information on this work by reading our responsible visitor guide for businesses.


In this section, you can find research undertaken with our communities and visitors in Scotland, exploring people's attitudes towards:

  • Tackling climate change

  • Travelling more sustainably

  • Adopting sustainable behaviours whilst on holiday

  • The perceived role of tourism and the impact of tourism on local communities