INSIGHTS INTRODUCTION

Need to know how inbound tourism is performing? Looking to understand the competitive tourism landscape, uncover trends and the importance of different market sectors? Explore the latest data available through the below reports.

(New reports and insights will be added when they become available)

VisitScotland Domestic Day Visits Survey

 June 2025

While the volume and value of domestic day visits in Scotland saw a decrease in Q1 2025 compared to Q1 2024, the full year 2024 showed a slight increase in spend despite a decrease in visits from 2023. Visiting friends/relatives and trips to cities/large towns were consistent trends.

Domestic Overnight Tourism Survey

June 2025

Scotland experienced increases in domestic overnight trips, nights, and spending in Q1 2025 compared to Q1 2024. For the full year 2024, spend increased even as trips and nights slightly decreased from 2023. Visiting friends/relatives was the most frequent trip purpose, though holidays generated the highest spend.

International Tourism Annual Performance Report

 June 2025

International tourism to Scotland showed strong recovery in 2023, surpassing 2019 levels in visits, nights, and spending. In 2024, international visitor numbers and spend continued to increase, with significant growth in spending compared to pre-pandemic levels (2019). North American and European markets were key contributors to this growth.

VisitScotland Role of Tourism Study

June 2025

The vast majority of Scottish residents (95%) view tourism as a crucial industry for the national economy, with 91% holding a positive overall view. While benefits like economic growth and job creation are widely recognized, concerns persist regarding impacts on housing affordability, traffic, litter, and environmental damage, particularly in local tourist areas.

Scottish Tourism Index 

Spring 2025

Compared with the first four months of 2025, encouraged by better weather in March and April, more Scots have taken breaks in Scotland over this period this year, and looking at the rest of 2025, it is a more optimistic outlook than at the start of the year

2024

Research and insights on tourism in the Scottish Borders, VisitScotland

July 2024

  • Research and insight on tourism in Dumfries and Galloway is available from a range of different sources, including tourism monitors, national statistics, and commissioned research.
  • On the page, you will find key data for the area. There are also links to further information regarding a particular source or study. 

 

Which data insights visitor economy businesses want

SSDA Member Survey

September 2024

 

Research and insights on tourism in the Dumfries & Galloway, VisitScotland

July 2024

  • Research and insight on tourism in Dumfries and Galloway is available from a range of different sources, including tourism monitors, national statistics, and commissioned research.
  • On the page, you will find key data for the area. There are also links to further information regarding a particular source or study. 

Inbound Tourism Forecast

May 2024

The annual VisitBritain forecast for the volume and value of inbound tourism to the UK is issued towards the end of each year. It is revised mid-year, after the final official inbound statistics are released.  

 

 

Scottish & Global Tourism Performance

2024

The Scottish Tourism Observatory aims to make tourism data for Scotland easy to find and use, and to enrich the data available.

Data covering employment, Accommodation, International visit spend and domestic touurism

Domestic Sentiment Tracker

May 2024

VisitScotland's latest tracking research on UK residents' holiday intentions. This includes perceptions relating to the cost-of-living crisis, and industry specific insights.

 

 

Scottish Tourism Index 

February 2024

The January 2024 Scottish Tourism Index provides an overview of how the Scottish home holiday market might look for the year ahead. Some 1,006 Scots were interviewed in late January with the primary purpose of establishing the characteristics of Scots’ holiday-taking attitudes and behaviours

 

 

 

 

Visit Britain 

 2024

Short term rentals data on the supply of short-term rental properties, and the performance of the sector, across the UK. This data is supplied by Lighthouse (formerly Transparent Intelligence), and is derived from listings on Airbnb, Booking.com, Vrbo and Tripadvisor.

2023

Great Britain domestic day trips

October  2023

Find the latest data on day trips that British residents took in Britain and England – including when they took these trips, for what purpose, their total expenditure and the number of nights they stayed.

 

GB domestic overnight trips

October 2023

Access the latest numbers of domestic overnight trips British residents took, when they took these trips, for what purpose, their total expenditure and the number of nights they stayed.

 

Overseas travel and tourism

April to June 23

Visits to the UK by overseas residents, visits abroad by UK residents and spending by travellers, using provisional passenger traffic data.

 

The STA/ 56 Degree Insight Results

 October 2023

An online survey with responses from a broad cross-section of Scottish tourism businesses
to quantify the challenges the sector faces as we approach the end of 2023.

 

2022/ 21

VisitScotland Accommodation

2023 and earlier

Explore research and insights on Scotland's accommodation offering.  Monthly reports are available for each accommodation sector for 

 

 

South of Scotland Segmentation Data.

September 2021

Yoder Consulting conducted an online survey among 3,440 UK adults (excluding adults in the Scottish Borders and Dumfries and Galloway) between 31st August and 15th September 2021.

Quotas were set and weights applied in order to ensure the data were nationally representative of adults (18+) in UK

Scottish Visitor Attraction Monitor

2022

(South of Scotland Extract)

The Moffat Centre

80 attraction operators provided total visits figures for both years 2022 and 2021.