SCOTLAND VISITOR SURVEY RESULTS 2023

Scotland’s reputation as a must-visit, must-return destination is growing according to our new Scotland Visitor Survey results, which we’ve published today (25 April). This valuable research gives us an important benchmark for where Scotland’s tourism offering is, post pandemic, helping inform and drive our activities as an industry going forward.

Knowing what our visitors think and what they want is crucial in ensuring Scotland is kept front of mind in a competitive marketplace.

Speaking to people when they're on holiday in Scotland is a great way to gather valuable insight on our visitors’ experience. Between March – October last year VisitScotland conducted the Scotland Visitor Survey 2023 at 135 sites across the country and spoke to more than 11,500 visitors face to face. Phase one of the results have been published.

Understanding why visitors take a holiday or short break in Scotland and how they rate their experiences can help to identify opportunities to grow your business.

Coming soon: next phases will include regional breakdowns, planning and booking, transport and food and drink.

Click here to read the full results