Overview
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Tourism is a force for good, creating economic and social value across communities in Scotland.
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We engaged with our local communities and listened to the views on the ground to conduct research with Scotland's residents.
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The research was commissioned by VisitScotland and carried out by YouGov PLC.
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We studied how Scotland’s residents feel about the Scottish tourism industry. We explored their opinion on the role of tourism and the positive and negatives of tourism.
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Fieldwork took place between 9th and 13th January 2025 and 1,032 respondents completed an online survey. Further information on the sample is available within the full report to download.
In this article:
Full report - View of Scotland Residents on Tourism 2025
Published June 2025
1. Key statistics from the research
91%
agree that tourism bring economic benefits to Scotland as a whole and attracts investment
90%
agree that tourism helps us to develop a positive reputation overseas
77%
agree that tourism helps to conserve and protect Scotland's built heritage
74%
agree that tourism helps sustain local communities
Residents sentiment research infographic
Published June 2025
Overall views on tourism
When asked about all sectors across Scotland, 95% of respondents viewed the tourism sector as one of the top three most important industries to the Scottish economy.
The tourism industry was viewed positively by 91% of respondents, with 44% strongly agreeing that "the benefits outweigh the negatives".
Positives and negatives
The top-of-mind benefits about the industry were:
- it benefits Scotland's hospitality industry
- economic benefits
- brings in visitors from outside Scotland
- showcases the beauty of Scotland
The top-of-mind negatives associated with tourism were:
- reduction in affordable housing because of second homes/holiday rental market
- increased traffic and congestion
- increased litter
- damage to the natural environment
Perceptions on local areas
When asked about their local area, 3 in 5 respondents viewed their local area as a tourist destination.
Of respondents who view their area as a tourist destination, 40% felt the balance of priorities were equal between the needs of local residents and the needs of tourism business.
Among those who live in a tourist area, tourism was seen as positive for supporting a range of local jobs (88%), creating employment opportunities (83%), and generating economic growth (82%).
Some respondents also identified issues with tourism in their local area such as overcrowding, lack of toilet facilities, and a perception of too many motorhomes.
3. Methodology
The research used an online survey based on a representative sample of Scotland residents. The analysis provides a representative viewpoint of the Scottish adult population. The survey was commissioned by VisitScotland and carried out by YouGov PLC.
Fieldwork took place between 9th and 13th January 2025. Respondents were recruited from YouGov PLC's consumer panel. 1,032 respondents completed the survey.