New figures show that Scotland experienced a record-breaking influx of international visitors in 2023, welcoming 3.9 million tourists, marking a 15% increase from 2019. The 2023 International Passenger Survey by the Office of National Statistics showed a significant 23% increase from 2022, which saw 3.2 million visitors, and the previous record was set in 2018 with 3.7 million visitors. Notably, Scotland was the only UK nation to surpass its 2019 international tourism levels.
North American and European visits rose by 16% and 19%, respectively, while visits from other countries, including Australia and China, surged by 53% compared to 2022. The data highlighted that international visitors spent £3.5 billion, a 41% rise from 2019. Spending from these "Other Countries" visitors also saw the largest growth, at 47% over 2022, with North American and European visitors increasing their spending by 3% and 9%, respectively. North American tourists accounted for 24% of all visits and 39% of total spending. European visitors represented 58% of visits and 39% of spending, while tourists from the rest of the world contributed 17% of visits and 21% of spending.
VisitScotland Chief Executive Malcolm Roughead said:
“These figures mark a turning point for tourism in Scotland, showing not only recovery but crucially growth in international visitors with number of visits and spend now above 2019 levels. Scotland is the only UK region to have reached this milestone.”
“They are further evidence of the strength of Scotland’s offering and the clear desire for people across the world to experience this, with record demand from North America.”
“Our international visitors are hugely important to Scotland’s tourism industry, as well as the wider economy. They often stay longer and spend more, generating several billions of pounds annually, supporting a wide range of businesses, jobs and communities across the country. With many businesses still recovering from the challenges of the pandemic and current economic climate, this will be welcome news.”
“Early feedback from tourism businesses, travel trade and airline partners are this international demand is continuing into 2024 with increasing interest for visiting at different times of the year and exploring lesser-known locations.”
Full details can be viewed here.
New Survey Confirms Scotland as Must-Visit, Must-Return Destination
VisitScotland's latest Scotland Visitor Survey reveals a growing reputation for Scotland as a must-visit and must-return destination. The survey, conducted in 2023 and one of the biggest undertaken by the national tourism organisation*, found that 82% of visitors are likely to recommend Scotland, up from 75% in 2015/2016. Over three quarters (80%) expressed intent to return within the next five years. Given tourism's £10.6bn contribution to the economy, repeat visits and word-of-mouth recommendations are crucial for post-pandemic recovery.
This survey, typically conducted every few years, offered insights into visitors' motivations and experiences, with scenery and landscape being the top draw (70%). Personal recommendations heavily influenced over half of visitors, while 71% rated their Scottish experience highly - as a 9 out of 10 or higher. Notably, almost 60% of long-haul visitors deemed it their best holiday ever.
To view the Scotland Visitor Survey 2023 visit Scotland Visitor Survey - Domestic & International | VisitScotland.org.
VisitScotland’s Flagship Travel Trade Event Returns to Aberdeen with Huge Success
At VisitScotland Connect 2024, held at Aberdeen's P&J Live, over 7,000 meetings took place between 222 trade-ready Scottish tourism businesses and nearly 260 travel intermediaries from 23 countries, including 66 from the US market and 7 from Canada. This event, designed to grow Scotland's share of the global travel market sustainably, showed a significant increase in participation from 2023 – a 27% increase in Scottish tourism businesses and 1,000 more meetings. It also highlighted the importance of travel intermediaries, as 64% of international visitors to Britain use them, rising to 73% for long-haul travellers.
To complement the event, 129 buyers attended 13 familiarisation trips covering 20 regions across Scotland, showcasing the nation's diverse and sustainable tourism offerings. The bespoke itineraries were created to introduce international and UK tour operators to locations and experiences that meet the demand for more responsible tourism options – including less-travelled routes, public transport, slow travel and immersive community-driven experiences.
Scotland’s Award-Winning Nature Experiences
With 70% of visitors quoting Scotland’s stunning nature and scenery as a top motivator to travel, Scotland also boasts a wealth of trade ready nature-based product and experiences for tour operators to offer their clients. The following businesses have won 2023 Thistle Awards** in the category “Best Outdoor or Adventure Experience” and are sure to deliver those unforgettable nature experiences visitors are craving:
· Wilderness Scotland, Aviemore
Specializing in adventure holidays, the award winner for the Highlands and Islands region offers unparalleled nature experiences, guiding visitors through its stunning landscapes. Dedicated to responsible tourism, they are committed to sustainable practices, supporting environments and communities, and ensuring their activities promote the preservation of natural habitats while delivering exceptional outdoor adventures.
· Foxlake Adventures, Dunbar
The 5-star adventure hub, nestled in the beautiful woodlands of East Lothian, has received the award for the Central and East region for its unique and exhilarating activities, including wakeboarding, the UK's first over-water ropes course, and a new aqua park, along with its clear commitment to responsible tourism. Whether visitors are seeking family fun or a day out with friends, there's something for everyone at Foxlake Adventures.
· Down on The Farm, Fraserburgh
Set amidst the picturesque landscape of Aberdeenshire, the award winner for the Aberdeen City and Shire region invites visitors to explore their 200-acre farm stretching down to the Moray Firth coast on trailer tours, engaging with farm animals while learning about farming in North East Scotland. Embracing green tourism practices, they prioritise sustainability and environmental stewardship, providing eco-friendly accommodation and promoting responsible tourism.
· Kitchen Coos and Ewes, Newton Stewart
The award winner for the South of Scotland region offers an authentic agritourism experience in Dumfries and Galloway, where visitors can explore the scenic countryside, get up close to iconic Highland cows, and learn about sustainable farming practices and the life of a Scottish farmer. With interactive cooking demonstrations using locally sourced ingredients, it combines agricultural education with culinary delight, making it perfect for nature enthusiasts and food lovers.
Brand New Rail Itinerary for Travel Trade Now Online
Exploring Scotland by train means visitors can sit back and enjoy the stunning scenery all while knowing they are minimising their impact on the environment. As part of a series of responsible itineraries for the travel trade, VisitScotland has now published a new 3-day rail itinerary, combining 3 cities: Scotland’s capital, Edinburgh, Perth with the impressive new Perth Museum, and Scotland’s UNESCO City of Design, Dundee. With growing demand from clients for green travel experiences, these itineraries are the perfect tool for tour operators to build trips for their clients that offer outstanding travel experiences while being kind to the environment at the same time.
