Visitors to Scotland - Demographic Research

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Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/how-visitors-travel-to-scotland" class="third-nav__link">How visitors travel to and around Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/international" class="third-nav__link">International visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/planning-booking-behaviours" class="third-nav__link">Planning and booking behaviours</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/types" class="third-nav__link">Types of visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/uk" class="third-nav__link">UK visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/interests-activities" class="third-nav__link">Visitor interests and activities</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/visitor-survey" class="third-nav__link">Visitor survey</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/why-people-choose-scotland" class="third-nav__link">Why people choose Scotland</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/about-our-industry" class="second-nav__link">About our industry</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/accommodation" class="third-nav__link">Accommodation in Scotland - occupancy statistics</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/cruise-tourism-insights" class="third-nav__link">Cruise tourism in Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/events-wellbeing-report" class="third-nav__link">Impact of events on wellbeing</a> </li> <li 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href="/research-insights/regions/argyll-isles" class="third-nav__link">Argyll and the Isles</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/ayrshire-arran" class="third-nav__link">Ayrshire and Arran</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/dumfries-galloway" class="third-nav__link">Dumfries and Galloway</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/dundee-angus" class="third-nav__link">Dundee and Angus</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/edinburgh-lothians" class="third-nav__link">Edinburgh and the Lothians</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/fife" class="third-nav__link">Fife</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/glasgow-clyde-valley" class="third-nav__link">Glasgow and the Clyde Valley</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/highlands" class="third-nav__link">Highlands</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/orkney" class="third-nav__link">Orkney</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/outer-hebrides" class="third-nav__link">Outer Hebrides</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/perthshire" class="third-nav__link">Perthshire</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/scottish-borders" class="third-nav__link">Scottish Borders</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/shetland" class="third-nav__link">Shetland</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/stirling-forth-valley" class="third-nav__link">Stirling and Forth Valley</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/national-parks" class="third-nav__link">Scotland's National Parks</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/responsible-tourism" class="second-nav__link">Responsible tourism insights</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/accessible" class="third-nav__link">Accessible and inclusive tourism insights</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/industry-research" class="third-nav__link">Tourism and events industry research</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/visitor-community-research" class="third-nav__link">Visitor and community research</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/trends" class="second-nav__link">Trends</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/trends/consumer-trends" class="third-nav__link">Consumer trends for Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/trends/trends-for-tomorrow" class="third-nav__link">Travel trends for Scotland</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/about-our-industry/statistics" class="second-nav__link">Latest research</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/latest-statistics/visitor-economy" class="third-nav__link">Scotland's visitor economy</a> </li> <li class="third-nav__item"> <a href="/research-insights/latest-statistics/tourism-performance" class="third-nav__link">Tourism performance in Scotland</a> </li> </ul> </div> </li> </ul> </div> </li> <li class="main-nav__item main-nav__item--with-children" data-main-nav-hover='main-nav__item--hover' id="test-main-nav-3" role="menuitem"> <button class="main-nav__link btn" data-main-navigation-toggle> Events <i class="icon icon-nav-arrow-down"></i> </button> <div class="second-nav"> <div class="second-nav__item second-nav__primary"> <a class="second-nav__link" href="/events" data-main-navigation-toggle> Events </a> </div> <ul class="second-nav__list"> <li class="second-nav__item"> <a href="/events/advice-materials" class="second-nav__link">Events planning advice and materials</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/advice-materials/data-protection" class="third-nav__link">Data protection</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/pr-communications-strategy-plan" class="third-nav__link">Developing a communications plan</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/events-marketing" class="third-nav__link">Developing an events marketing plan</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/eiag-updates-advice" class="third-nav__link">Event Industry Advisory Group</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/events-listing-service" class="third-nav__link">Events listing service</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/event-volunteering" class="third-nav__link">Event volunteering</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/food-drink-events" class="third-nav__link">Food and drink</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/health-safety" class="third-nav__link">Health and safety</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/policing" class="third-nav__link">Policing and security</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/sustainability" class="third-nav__link">Sustainable and accessible events</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/training-development" class="third-nav__link">Training and development</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/events/funding" class="second-nav__link">Funding for events</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/funding/national-events" class="third-nav__link">National events funding</a> </li> <li class="third-nav__item"> <a href="/events/funding/international-events" class="third-nav__link">International events funding</a> </li> <li class="third-nav__item"> <a href="/events/funding/supported-events" class="third-nav__link">Supported events</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/events/industry-events" class="second-nav__link">Industry events</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/industry-events/national-events-conference" class="third-nav__link">The National Events Conference</a> </li> <li class="third-nav__item"> <a href="/events/industry-events/travel-trade" class="third-nav__link">Travel Trade events and exhibitions</a> </li> <li 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icon-nav-arrow-down"></i> </button> <div class="second-nav"> <div class="second-nav__item second-nav__primary"> <a class="second-nav__link" href="/about-us" data-main-navigation-toggle> About us </a> </div> <ul class="second-nav__list"> <li class="second-nav__item"> <a href="/about-us/what-we-do" class="second-nav__link">What we do</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/what-we-do/business-events" class="third-nav__link">Business events</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/events" class="third-nav__link">Events</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/marketing" class="third-nav__link">Marketing</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/our-plans" class="third-nav__link">Our plans</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/quality-assurance" class="third-nav__link">Quality Assurance</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/themed-years" class="third-nav__link">Scotland's Themed Years</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership/industry-leadership-group" class="third-nav__link">Tourism and Hospitality Industry Leadership Group</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/scottish-tourism-timeline" class="third-nav__link">Tourism timeline</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/visitor-information" class="third-nav__link">Visitor information</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership/visitor-levy-expert-group" class="third-nav__link">Visitor Levy Expert Group</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership" class="third-nav__link">Working in partnership</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/our-team" class="second-nav__link">Our team</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/our-team/chairman" class="third-nav__link">Chair</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/chief-executive" class="third-nav__link">Chief Executive</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/directorates" class="third-nav__link">Directorates</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/board" class="third-nav__link">The Board</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/board/board-minutes" class="third-nav__link">The Board minutes</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/our-policies" class="second-nav__link">Our policies</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/our-policies/equality" class="third-nav__link">Equality strategy</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/complaints-feedback" class="third-nav__link">Feedback and complaints</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/freedom-of-information" class="third-nav__link">Freedom of information</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/procurement" class="third-nav__link">Procurement policy</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/sustainability" class="third-nav__link">Sustainability policy</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/annual-corporate-reports" class="second-nav__link">Annual and corporate reports</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/annual-report" class="third-nav__link">Our annual report</a> </li> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/our-disclosures" class="third-nav__link">Our disclosures</a> </li> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/sustainability-report" class="third-nav__link">Sustainability report</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/jobs-careers" class="second-nav__link">Jobs and careers</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="https://visitscotland.taleo.net/careersection/vs+external/jobsearch.ftl?lang=en&portal=8105010247" class="third-nav__link">Current vacancies</a> </li> <li class="third-nav__item"> <a href="/about-us/jobs-careers/early-careers" class="third-nav__link">Early careers</a> </li> <li class="third-nav__item"> <a href="/about-us/jobs-careers/life-at-visitscotland" class="third-nav__link">Life at VisitScotland</a> </li> <li class="third-nav__item"> <a href="/about-us/jobs-careers/recruitment-process" class="third-nav__link">Our recruitment process</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/contact" class="second-nav__link">Contact us</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/contact/eventscotland" class="third-nav__link">EventScotland</a> </li> <li class="third-nav__item"> <a href="/about-us/contact/regional-team" class="third-nav__link">Regional team</a> </li> </ul> </div> </li> </ul> </div> </li> </ul> </div> </div> </nav> <button id="main-nav-bar__search-show" class="main-nav-bar__search-show" data-toggle-search="navbar-search--show" data-test="main-nav-search-show-button"> <span class="sr-only">Search site</span><i class="icon icon-search"></i> </button> <form id="main-nav-bar__search-form" class="main-nav-bar__search-form d-none d-xl-block" role="search" aria-label="Site search" data-test="main-nav-search-form"> <div class="main-nav-bar__search-form__row"> <label for="query" class="sr-only">Search</label> <input class="main-nav-bar__search-form__row__input" type="text" placeholder="Search" name="query" autocomplete="off" id="query" /> <button aria-label="Close" class="sr-only" type="submit" tabindex="-1">Search site</button> <button id="main-nav-bar__search-hide" class="main-nav-bar__search-form__row__button"><span class="sr-only">Close</span><i class="icon icon-cross"></i></button> </div> </form> </div> </div> <div class="d-xl-none"> <nav aria-label="Main menu mobile"> <div class="mobile-nav-bar"> <div class="main-nav" id="mobile-nav" data-test-mobile-nav> <form class="mobile-nav-bar__search" role="search" aria-label="Mobile search search" action="/search" method="get" data-test="mobile-nav-search-form"> <div class="mobile-nav-bar__search__row"> <label for="query-mobile" class="sr-only">Search</label> <input class="mobile-nav-bar__search__row__input" type="text" placeholder="Search" name="query" id="query-mobile" /> <button class="mobile-nav-bar__search__row__button" type="submit"><span class="sr-only">Search site</span><i class="icon icon-search"></i></button> </div> </form> <ul class="main-nav__list"> <li class="main-nav__item main-nav__item--with-children"> <a class="main-nav__link " href="#mobile-second-nav-1" data-mobile-navigation-toggle="second-nav--show" data-nav-arrow-toggle data-test-mobile-main-toggle aria-expanded="false"> Supporting your business <i class="icon icon-chevron-down"></i> </a> <div class="second-nav" id="mobile-second-nav-1"> <ul class="second-nav__list"> <li class="second-nav__item"> <a class="second-nav__link" href="/supporting-your-business"> Supporting your business home</a> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-11" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Delivering a quality visitor experience<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-11"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience" class="third-nav__link">Delivering a quality visitor experience</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/camping-caravan-parks" class="third-nav__link" data-test-third-nav>Camping and caravan parks best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/food-tourism-industry" class="third-nav__link" data-test-third-nav>Food tourism industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/hotels" class="third-nav__link" data-test-third-nav>Hotels best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/self-catering" class="third-nav__link" data-test-third-nav>Self-catering best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/small-serviced" class="third-nav__link" data-test-third-nav>Small serviced accommodation best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/visitor-attractions" class="third-nav__link" data-test-third-nav>Visitor attractions best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/brown-tourist-signs" class="third-nav__link" data-test-third-nav>Brown tourist signs</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/scottish-thistle-awards" class="third-nav__link" data-test-third-nav>Scottish Thistle Awards</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-12" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Responsible tourism<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-12"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism" class="third-nav__link">Responsible tourism</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/inclusion" class="third-nav__link" data-test-third-nav>Accessible and inclusive tourism</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-change" class="third-nav__link" data-test-third-nav>Climate change in Scotland</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/green-certification-schemes" class="third-nav__link" data-test-third-nav>Green certification schemes</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-impact-guide" class="third-nav__link" data-test-third-nav>Reduce your climate impact guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/responsible-visitor-guide" class="third-nav__link" data-test-third-nav>Responsible visitor industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-change/sustainable-factsheets" class="third-nav__link" data-test-third-nav>Sustainable factsheets</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-13" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Advice<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-13"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/advice" class="third-nav__link">Advice</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/copyright-policies-licensing" class="third-nav__link" data-test-third-nav>Copyright, licensing & government policy advice</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/electronic-travel-authorisation" class="third-nav__link" data-test-third-nav>Electronic travel authorisation</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/short-term-lets-legislation" class="third-nav__link" data-test-third-nav>Short-term lets legislation</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/travel-distribution" class="third-nav__link" data-test-third-nav>Travel distribution</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/visitor-levy" class="third-nav__link" data-test-third-nav>Visitor levy</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-14" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Digital skills<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-14"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills" class="third-nav__link">Digital skills</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/artificial-intelligence" class="third-nav__link" data-test-third-nav>Using AI in your digital activities</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/digital-essentials" class="third-nav__link" data-test-third-nav>Essentials of digital marketing</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/getting-started" class="third-nav__link" data-test-third-nav>Get started with digital</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/improving-performance" class="third-nav__link" data-test-third-nav>Improve your online performance</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/know-your-customers" class="third-nav__link" data-test-third-nav>Know your customers</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-15" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Marketing<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-15"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/marketing" class="third-nav__link">Marketing</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities" class="third-nav__link" data-test-third-nav>Marketing opportunities</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/toolkits/cycling" class="third-nav__link" data-test-third-nav>Cycling tourism industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/national-tourism-website" class="third-nav__link" data-test-third-nav>Free business listing</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/photography-imagery" class="third-nav__link" data-test-third-nav>Free images and video</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/calendar" class="third-nav__link" data-test-third-nav>Our marketing calendar</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing-toolkits" class="third-nav__link" data-test-third-nav>Toolkits</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/press" class="third-nav__link" data-test-third-nav>Working with the press</a> </li> </ul> </div> </li> </ul> </div> </li> <li class="main-nav__item main-nav__item--with-children"> <a class="main-nav__link " href="#mobile-second-nav-2" data-mobile-navigation-toggle="second-nav--show" data-nav-arrow-toggle data-test-mobile-main-toggle aria-expanded="false"> Research and insights <i class="icon icon-chevron-down"></i> </a> <div class="second-nav" id="mobile-second-nav-2"> <ul class="second-nav__list"> <li class="second-nav__item"> <a class="second-nav__link" href="/research-insights"> Research and insights home</a> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-21" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>About our visitors<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-21"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors" class="third-nav__link">About our visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/accommodation-types" class="third-nav__link" data-test-third-nav>Accommodation types visitors use in Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/how-visitors-travel-to-scotland" class="third-nav__link" data-test-third-nav>How visitors travel to and around Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/international" class="third-nav__link" data-test-third-nav>International visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/planning-booking-behaviours" class="third-nav__link" data-test-third-nav>Planning and booking behaviours</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/types" class="third-nav__link" data-test-third-nav>Types of visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/uk" class="third-nav__link" data-test-third-nav>UK visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/interests-activities" class="third-nav__link" data-test-third-nav>Visitor interests and activities</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/visitor-survey" class="third-nav__link" data-test-third-nav>Visitor survey</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/why-people-choose-scotland" class="third-nav__link" data-test-third-nav>Why people choose Scotland</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-22" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>About our industry<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-22"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/about-our-industry" class="third-nav__link">About our industry</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/accommodation" class="third-nav__link" data-test-third-nav>Accommodation in Scotland - occupancy statistics</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/cruise-tourism-insights" class="third-nav__link" data-test-third-nav>Cruise tourism in Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/events-wellbeing-report" class="third-nav__link" data-test-third-nav>Impact of events on wellbeing</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/covid-19-impact" class="third-nav__link" data-test-third-nav>Impact of coronavirus (COVID-19)</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/scottish-tourism-observatory" class="third-nav__link" data-test-third-nav>Scottish tourism observatory</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/tourism-employment" class="third-nav__link" data-test-third-nav>Tourism employment</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/visitor-attractions" class="third-nav__link" data-test-third-nav>Visitor attractions</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-23" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Regions<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-23"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/regions" class="third-nav__link">Regions</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/aberdeen-aberdeenshire" class="third-nav__link" data-test-third-nav>Aberdeen, Aberdeenshire and Moray Speyside</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/argyll-isles" class="third-nav__link" data-test-third-nav>Argyll and the Isles</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/ayrshire-arran" class="third-nav__link" data-test-third-nav>Ayrshire and Arran</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/dumfries-galloway" class="third-nav__link" data-test-third-nav>Dumfries and Galloway</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/dundee-angus" class="third-nav__link" data-test-third-nav>Dundee and Angus</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/edinburgh-lothians" class="third-nav__link" data-test-third-nav>Edinburgh and the Lothians</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/fife" class="third-nav__link" data-test-third-nav>Fife</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/glasgow-clyde-valley" class="third-nav__link" data-test-third-nav>Glasgow and the Clyde Valley</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/highlands" class="third-nav__link" data-test-third-nav>Highlands</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/orkney" class="third-nav__link" data-test-third-nav>Orkney</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/outer-hebrides" class="third-nav__link" data-test-third-nav>Outer Hebrides</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/perthshire" class="third-nav__link" data-test-third-nav>Perthshire</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/scottish-borders" class="third-nav__link" data-test-third-nav>Scottish Borders</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/shetland" class="third-nav__link" data-test-third-nav>Shetland</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/stirling-forth-valley" class="third-nav__link" data-test-third-nav>Stirling and Forth Valley</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/national-parks" class="third-nav__link" data-test-third-nav>Scotland's National Parks</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-24" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Responsible tourism insights<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-24"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism" class="third-nav__link">Responsible tourism insights</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/accessible" class="third-nav__link" data-test-third-nav>Accessible and inclusive tourism insights</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/industry-research" class="third-nav__link" data-test-third-nav>Tourism and events industry research</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/visitor-community-research" class="third-nav__link" data-test-third-nav>Visitor and community research</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-25" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Trends<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-25"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/trends" class="third-nav__link">Trends</a> </li> <li class="third-nav__item"> <a href="/research-insights/trends/consumer-trends" class="third-nav__link" data-test-third-nav>Consumer trends for Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/trends/trends-for-tomorrow" class="third-nav__link" data-test-third-nav>Travel trends for Scotland</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-26" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Latest research<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-26"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/statistics" class="third-nav__link">Latest research</a> </li> <li class="third-nav__item"> <a href="/research-insights/latest-statistics/visitor-economy" class="third-nav__link" data-test-third-nav>Scotland's visitor economy</a> </li> <li class="third-nav__item"> <a href="/research-insights/latest-statistics/tourism-performance" class="third-nav__link" data-test-third-nav>Tourism performance in Scotland</a> </li> </ul> </div> </li> </ul> </div> </li> <li class="main-nav__item main-nav__item--with-children"> <a class="main-nav__link " href="#mobile-second-nav-3" data-mobile-navigation-toggle="second-nav--show" data-nav-arrow-toggle data-test-mobile-main-toggle aria-expanded="false"> Events <i class="icon icon-chevron-down"></i> </a> <div class="second-nav" id="mobile-second-nav-3"> <ul class="second-nav__list"> <li class="second-nav__item"> <a class="second-nav__link" href="/events"> Events home</a> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-31" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Events planning advice and materials<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-31"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/advice-materials" class="third-nav__link">Events planning advice and materials</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/data-protection" class="third-nav__link" data-test-third-nav>Data protection</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/pr-communications-strategy-plan" class="third-nav__link" data-test-third-nav>Developing a communications plan</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/events-marketing" class="third-nav__link" data-test-third-nav>Developing an events marketing plan</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/eiag-updates-advice" class="third-nav__link" data-test-third-nav>Event Industry Advisory Group</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/events-listing-service" class="third-nav__link" data-test-third-nav>Events listing service</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/event-volunteering" class="third-nav__link" data-test-third-nav>Event volunteering</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/food-drink-events" class="third-nav__link" data-test-third-nav>Food and drink</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/health-safety" class="third-nav__link" data-test-third-nav>Health and safety</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/policing" class="third-nav__link" data-test-third-nav>Policing and security</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/sustainability" class="third-nav__link" data-test-third-nav>Sustainable and accessible events</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/training-development" class="third-nav__link" data-test-third-nav>Training and development</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-32" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Funding for events<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-32"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/funding" class="third-nav__link">Funding for events</a> </li> <li class="third-nav__item"> <a href="/events/funding/national-events" class="third-nav__link" data-test-third-nav>National events funding</a> </li> <li class="third-nav__item"> <a href="/events/funding/international-events" class="third-nav__link" data-test-third-nav>International events funding</a> </li> <li class="third-nav__item"> <a href="/events/funding/supported-events" class="third-nav__link" data-test-third-nav>Supported events</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-33" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Industry events<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-33"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/industry-events" class="third-nav__link">Industry events</a> </li> <li class="third-nav__item"> <a href="/events/industry-events/national-events-conference" class="third-nav__link" data-test-third-nav>The National Events Conference</a> </li> <li class="third-nav__item"> <a href="/events/industry-events/travel-trade" class="third-nav__link" data-test-third-nav>Travel Trade events and exhibitions</a> </li> <li class="third-nav__item"> <a href="/events/industry-events/events-training" class="third-nav__link" data-test-third-nav>Upcoming events and training</a> </li> </ul> </div> </li> </ul> </div> </li> <li class="main-nav__item"> <a class="main-nav__link" href="/news" > News </a> </li> <li class="main-nav__item main-nav__item--with-children"> <a class="main-nav__link " href="#mobile-second-nav-5" data-mobile-navigation-toggle="second-nav--show" data-nav-arrow-toggle data-test-mobile-main-toggle aria-expanded="false"> About us <i class="icon icon-chevron-down"></i> </a> <div class="second-nav" id="mobile-second-nav-5"> <ul class="second-nav__list"> <li class="second-nav__item"> <a class="second-nav__link" href="/about-us"> About us home</a> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-51" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>What we do<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-51"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/what-we-do" class="third-nav__link">What we do</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/business-events" class="third-nav__link" data-test-third-nav>Business events</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/events" class="third-nav__link" data-test-third-nav>Events</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/marketing" class="third-nav__link" data-test-third-nav>Marketing</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/our-plans" class="third-nav__link" data-test-third-nav>Our plans</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/quality-assurance" class="third-nav__link" data-test-third-nav>Quality Assurance</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/themed-years" class="third-nav__link" data-test-third-nav>Scotland's Themed Years</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership/industry-leadership-group" class="third-nav__link" data-test-third-nav>Tourism and Hospitality Industry Leadership Group</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/scottish-tourism-timeline" class="third-nav__link" data-test-third-nav>Tourism timeline</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/visitor-information" class="third-nav__link" data-test-third-nav>Visitor information</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership/visitor-levy-expert-group" class="third-nav__link" data-test-third-nav>Visitor Levy Expert Group</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership" class="third-nav__link" data-test-third-nav>Working in partnership</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-52" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Our team<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-52"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/our-team" class="third-nav__link">Our team</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/chairman" class="third-nav__link" data-test-third-nav>Chair</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/chief-executive" class="third-nav__link" data-test-third-nav>Chief Executive</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/directorates" class="third-nav__link" data-test-third-nav>Directorates</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/board" class="third-nav__link" data-test-third-nav>The Board</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/board/board-minutes" class="third-nav__link" data-test-third-nav>The Board minutes</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-53" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Our policies<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-53"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/our-policies" class="third-nav__link">Our policies</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/equality" class="third-nav__link" data-test-third-nav>Equality strategy</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/complaints-feedback" class="third-nav__link" data-test-third-nav>Feedback and complaints</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/freedom-of-information" class="third-nav__link" data-test-third-nav>Freedom of information</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/procurement" class="third-nav__link" data-test-third-nav>Procurement policy</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/sustainability" class="third-nav__link" data-test-third-nav>Sustainability policy</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-54" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Annual and corporate reports<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-54"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports" class="third-nav__link">Annual and corporate reports</a> </li> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/annual-report" class="third-nav__link" data-test-third-nav>Our annual report</a> </li> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/our-disclosures" class="third-nav__link" data-test-third-nav>Our disclosures</a> </li> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/sustainability-report" class="third-nav__link" data-test-third-nav>Sustainability report</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-55" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Jobs and careers<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-55"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/jobs-careers" class="third-nav__link">Jobs and careers</a> </li> <li class="third-nav__item"> <a href="https://visitscotland.taleo.net/careersection/vs+external/jobsearch.ftl?lang=en&portal=8105010247" class="third-nav__link" data-test-third-nav>Current vacancies</a> </li> <li class="third-nav__item"> <a href="/about-us/jobs-careers/early-careers" class="third-nav__link" data-test-third-nav>Early careers</a> </li> <li class="third-nav__item"> <a 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</li> </ul> </div> </li> </ul> </div> </div> </nav> </div> </header> <main id="main" class="clearfix"> <div class="share"> <div class="container"> <div class="row"> <div class="col-12 col-sm-8 col-md-7 align-self-center" > <nav class="page-breadcrumb" aria-label="Breadcrumb" data-test="breadcrumb"> <ul> <li><a href="/">Home</a></li> <li> <a href="/research-insights" >Research and insights</a> </li> <li> <a href="/research-insights/about-our-visitors" >About our visitors</a> </li> <li> <a aria-current="page">Types of visitors</a> </li> </ul> </nav> </div> </div> </div> </div> <div> <div> <article class="pt-5 has-edit-button" aria-label="main article"> <div class="banner__header__text no-image"> <div class="container"> <hgroup class="content-article pb-lg"> <h1 class="banner__header__text__title no-image"> Types of visitors </h1> <p class="article__summary mb-1 mt-2 font-weight-bold">Explore insights on different types of visitors, including young travellers and families.</p> <div class="article-read-time mt-5"> <p> <span class="article-read-time__minutes">0</span> min read </p> <hr/> </div> </hgroup> </div> </div> <div class="has-edit-button"> </div> <header data-test="page-header"> </header> <div class="background-auto-wrapper"> <div class="split-block bg-white" > <div class="has-edit-button"> </div> <div class="container py-lg" data-test="split-block"> <div class="row"> <div class="col-12 col-lg-7 split-block__first-column user-content"> <h2 data-test="split-block-heading">Overview</h2> <div data-test="split-block-body"> <ul> <li>With such a diverse offering as a destination, Scotland is a natural choice for a varied range of visitors.</li> <li>On this page you will find the results of the Scotland Visitor Survey 2023. We explore the profile of leisure overnight visitors to Scotland who took part in our visitor survey. </li> <li>You wil also find topic papers which focus in more detail on younger travellers and on families. We look at their holiday motivations and behaviours.</li> </ul> </div> </div> <div class="col-12 col-lg-5 col-md-8"> <div class="anchor-link-list"> <h3>In this article:</h3> <ul class="anchor-link-list__list"> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#svs">1. Scotland Visitor Survey 2023</a> </li> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#young">2. Young travellers</a> </li> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#family">3. Family holidays</a> </li> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#domestic">4. Domestic sentiment tracker</a> </li> </ul> </div> </div> </div> </div> </div> <div class="background-auto bg-xxlight py-lg" id="svs"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12 col-lg-7"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <h2 data-test="content-block-article-heading"> 1. Scotland Visitor Survey 2023 </h2> <p>In 2023, we commissioned the Scotland Visitor Survey to gather insight on visitor attitudes and behaviours. The scope of the survey was leisure overnight visitors only.</p> <p>The survey explores the profile of the visitors who took part in the research. We collated information on the background, methodology, and key highlights from the Scotland Visitor Survey 2023.</p> <p><a href="/research-insights/about-our-visitors/visitor-survey">Browse our Scotland Visitor Survey 2023 page.</a></p> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-xxlight" > <div class="has-edit-button"> </div> <article class="has-edit-button" data-test="key-statistics"> <div class="key-statistics"> <div class="container py-lg"> <div class="row"> <div class="col-12"> <h2 class="my-4" data-test="key-statistics-heading">Key insights on the visitor profile</h2> </div> </div> <div class="row"> <div class="col-12 col-sm-6 col-lg-3"> <div class="key-statistics__card"> <div class="key-statistics__card__image lazyload" data-bg="/binaries/content/gallery/dot-org/illustrations/bb.svg/bb.svg/bloat%3Asm"></div> <p class="key-statistics__card__title">85%</p> <p class="key-statistics__card__description">of visitors were on a purely leisure break</p> </div> </div> <div class="col-12 col-sm-6 col-lg-3"> <div class="key-statistics__card"> <div class="key-statistics__card__image lazyload" data-bg="/binaries/content/gallery/dot-org/illustrations/visitors.svg/visitors.svg/bloat%3Asm"></div> <p class="key-statistics__card__title">25%</p> <p class="key-statistics__card__description">of visitors were first time visitors</p> </div> </div> <div class="col-12 col-sm-6 col-lg-3"> <div class="key-statistics__card"> <div class="key-statistics__card__image lazyload" data-bg="/binaries/content/gallery/dot-org/illustrations/improve-quaity-of-life.svg/improve-quaity-of-life.svg/bloat%3Asm"></div> <p class="key-statistics__card__title">10%</p> <p class="key-statistics__card__description">of visitors were on a trip of a lifetime</p> </div> </div> <div class="col-12 col-sm-6 col-lg-3"> <div class="key-statistics__card"> <div class="key-statistics__card__image lazyload" data-bg="/binaries/content/gallery/dot-org/illustrations/improve-quality-of-tourism-jobs.svg/improve-quality-of-tourism-jobs.svg/bloat%3Asm"></div> <p class="key-statistics__card__title">5%</p> <p class="key-statistics__card__description">of visitors were combining a business trip with a leisure trip or working remotely</p> </div> </div> <div class="col-12 col-sm-6 col-lg-3"> <div class="key-statistics__card"> <div class="key-statistics__card__image lazyload" data-bg="/binaries/content/gallery/dot-org/illustrations/stays.svg/stays.svg/bloat%3Asm"></div> <p class="key-statistics__card__title">50%</p> <p class="key-statistics__card__description">of visitors were aged over 55</p> </div> </div> <div class="col-12 col-sm-6 col-lg-3"> <div class="key-statistics__card"> <div class="key-statistics__card__image lazyload" data-bg="/binaries/content/gallery/dot-org/illustrations/camping.svg/camping.svg/bloat%3Asm"></div> <p class="key-statistics__card__title">15%</p> <p class="key-statistics__card__description">of visitors were pre-nesters, aged 16-34 with no children</p> </div> </div> <div class="col-12 col-sm-6 col-lg-3"> <div class="key-statistics__card"> <div class="key-statistics__card__image lazyload" data-bg="/binaries/content/gallery/dot-org/illustrations/dog-walking.svg/dog-walking.svg/bloat%3Asm"></div> <p class="key-statistics__card__title">11%</p> <p class="key-statistics__card__description">of visitors were travelling with a pet</p> </div> </div> <div class="col-12 col-sm-6 col-lg-3"> <div class="key-statistics__card"> <div class="key-statistics__card__image lazyload" data-bg="/binaries/content/gallery/dot-org/illustrations/international-traveller.svg/international-traveller.svg/bloat%3Asm"></div> <p class="key-statistics__card__title">9%</p> <p class="key-statistics__card__description">of visitors were travelling on their own</p> </div> </div> </div> <div class="row"> <p class="col-12 col-lg-7 mt-4 mb-0"> <small>Source: Scotland Visitor Survey, 2023</small> </p> </div> </div> </div> </article> </div> <div class="background-auto bg-xxlight py-lg" > <div class="container" data-test="content-block-video"> <div class="row"> <div class="col-12 col-lg-7"> <div data-test="content-block-video"> <h2 data-test="content-block-video-heading">Hear the key insights on the visitor profile</h2> <vs-video-player data-vue="vs-video-player" class="mt-3" url="https://youtu.be/ULxy8ROZFJ0" :lazyload="true" title="Hear the key insights on the visitor profile" orientation="" ></vs-video-player> </div> </div> </div> </div> </div> <div class="background-download background-auto py-lg bg-xxlight"> <div class="container"> <div class="row"> <div class="col-12 col-lg-8"> <div class="download" data-test="download" > <div class="has-edit-button"> </div> <div class="d-md-flex"> <div class="p-3"> <div class="download__details"> <div class="download__details__icon"> <img width="50" height="75" src="/webfiles/1733842162998/assets/dist/images/icons/download-pdf.svg" alt="" loading="lazy" /> </div> <h2 class="h4 my-0" data-test="download-title">Scotland Visitor Survey 2023 - visitor and trip profile</h2> <p class="mt-0 mb-1 font-size-xxs" data-test="download-date">Published April 2024</p> <p class="my-0 font-size-xxs" data-test="download-description"></p> </div> </div> <div class="align-self-center ml-auto px-3 pb-3 pb-md-0"> <a download class="button button--icon-right" href="/binaries/content/assets/dot-org/pdf/research-insights/scotland-visitor-survey-2023-visitor-and-trip-profile-updated.pdf" data-test="download-button" aria-label="download the Scotland Visitor Survey 2023 visitor and trip profile PDF (10Mb)">Download (10Mb)<i class="icon icon-download"></i></a> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-white py-lg" id="young"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12 col-lg-7"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <h2 data-test="content-block-article-heading"> 2. Young travellers </h2> <p>The "millennial generation" is one of the largest demographic groupings in history. Most researchers regard Millennials or Generation Y as people born anywhere from the early 1980鈥檚 up to the early 2000鈥檚.</p> <p>In 2018, we commissioned research to explore the travel motivations and behaviours of this younger generation. The work was carried out by Kubi Kalloo.</p> <p>From a tourism marketing perspective, it鈥檚 important to remember that age alone does not create a uniform group with a single, common set of values and behaviours. Within this relatively wide age range, we find an equally wide cross section of:</p> <ul> <li>life and career stages</li> <li>levels of disposable income</li> <li>amounts of free time</li> <li>personal interests and attitudes</li> </ul> <p> </p> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-white" > <div class="has-edit-button"> </div> <div class="container py-lg"> <div class="row"> <div class="col-12 col-lg-8"> <article class="has-edit-button" data-test="content-list" aria-label="Critical factors for younger people鈥檚 travel journeys are"> <h2 class="my-4" data-test="content-list-heading">Critical factors for younger people鈥檚 travel journeys are</h2> <ul class="content-list"> <li class="content-list__item"> <div class="row"> <div class="col-12 col-sm-3"> <div class="content-list__item__image"> <img src="/binaries/content/gallery/dot-org/illustrations/swot-opportunities.svg/swot-opportunities.svg/bloat%3Asm" alt="" loading="lazy"> </div> </div> <div class="col-12 col-sm-9"> <div class="user-content content-list__item__text"> <h3>New</h3> <p>Originality for young travellers means providing new opportunities or reviving and refreshing existing traditions and brands so that young travellers feel they are discovering them for the first time.</p> </div> </div> </li> <li class="content-list__item"> <div class="row"> <div class="col-12 col-sm-3"> <div class="content-list__item__image"> <img src="/binaries/content/gallery/dot-org/illustrations/investment.svg/investment.svg/bloat%3Asm" alt="" loading="lazy"> </div> </div> <div class="col-12 col-sm-9"> <div class="user-content content-list__item__text"> <h3>Value for money</h3> <p>Affordability is key, particularly when income may not match the desire for new experiences. Young travellers are adept at seeking out deals and signing up to offers that keep them "in the know".</p> <p>Those without children can be agile and spontaneous. They're able to take advantage of last-minute opportunities.</p> </div> </div> </li> <li class="content-list__item"> <div class="row"> <div class="col-12 col-sm-3"> <div class="content-list__item__image"> <img src="/binaries/content/gallery/dot-org/illustrations/messages-of-support.svg/messages-of-support.svg/bloat%3Asm" alt="" loading="lazy"> </div> </div> <div class="col-12 col-sm-9"> <div class="user-content content-list__item__text"> <h3>Braggable</h3> <p>Being seen as "ahead of the curve" is important to young travellers, allowing them to feel like a leader rather than a follower.</p> <p>Reframing an experience (staying in a log cabin rather than a hotel for example) means "bragging rights" are rooted in a genuinely differentiated experience rather than simply ticking off a destination.</p> </div> </div> </li> <li class="content-list__item"> <div class="row"> <div class="col-12 col-sm-3"> <div class="content-list__item__image"> <img src="/binaries/content/gallery/dot-org/illustrations/innovation.svg/innovation.svg/bloat%3Asm" alt="" loading="lazy"> </div> </div> <div class="col-12 col-sm-9"> <div class="user-content content-list__item__text"> <h3>Unique</h3> <p>Younger people want a deeper level of involvement when they travel.</p> <p>They often seek out experiences that are unique to the destination. These may not be particularly unusual, but are different to normal behaviour and different from previous (and future) holidays.</p> </div> </div> </li> </ul> </article> </div> </div> </div> </div> <div class="background-download background-auto py-lg bg-white"> <div class="container"> <div class="row"> <div class="col-12 col-lg-8"> <div class="download" data-test="download" > <div class="has-edit-button"> </div> <div class="d-md-flex"> <div class="p-3"> <div class="download__details"> <div class="download__details__icon"> <img width="50" height="75" src="/webfiles/1733842162998/assets/dist/images/icons/download-pdf.svg" alt="" loading="lazy" /> </div> <h2 class="h4 my-0" data-test="download-title">A fresh perspective - exploring Scotland through younger eyes</h2> <p class="mt-0 mb-1 font-size-xxs" data-test="download-date">Published August 2020</p> <p class="my-0 font-size-xxs" data-test="download-description"></p> </div> </div> <div class="align-self-center ml-auto px-3 pb-3 pb-md-0"> <a download class="button button--icon-right" href="/binaries/content/assets/dot-org/pdf/research-insights/exploring-scotland-through-younger-eyes.pdf" data-test="download-button" aria-label="View a fresh perspective - exploring Scotland through younger eyes paper (2Mb)">Download (2Mb)<i class="icon icon-download"></i></a> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-xxlight py-lg" id="family"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12 col-lg-7"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <h2 data-test="content-block-article-heading"> 3. Family holidays </h2> <p>Scotland is perfectly positioned to deliver an ideal family holiday. Holidays and short breaks offer families the much-needed opportunity to put the brakes on their busy schedules and escape for a while. They allow them to reconnect with each other and making memories together.</p> <p>In 2018, we commissioned research with over 300 UK children aged between 8 and 12 years (and over 300 parents too). We explored what makes a great family holiday and Scotland鈥檚 strengths and weaknesses as a family destination. Boxclever conducted the research.</p> <p>We found that parents were looking for a number of key things from a family holiday experience:</p> <ul> <li>togetherness</li> <li>whole family shared activities (not just "kids only" activities)</li> <li>access to the outdoors</li> <li>new activities as well as a chance to share everyday activities</li> </ul> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-xxlight" > <div class="has-edit-button"> </div> <div class="container py-lg"> <div class="row"> <div class="col-12 col-lg-7"> <article class="has-edit-button" data-test="key-benefits-list" aria-label="Key marketing points for family visitors"> <h3 class="my-4" data-test="key-benefits-list-heading">Key marketing points for family visitors</h3> <ul class="key-benefits-list"> <li class="user-content key-benefits-list__item"> <i class="icon icon-tick-no-bg key-benefits-list__item__icon"></i> <div class="key-benefits-list__item__text"> <h4>Family holiday benefits</h4> <p>Dial up the benefits of a family holiday, like:</p> <ul> <li>togetherness</li> <li>spending quality time together</li> <li>sharing new and familiar experiences</li> <li>supporting exploration and self-discovery for young people</li> <li>making memories to last a lifetime</li> </ul> <p> </p> </div> </li> <li class="user-content key-benefits-list__item"> <i class="icon icon-tick-no-bg key-benefits-list__item__icon"></i> <div class="key-benefits-list__item__text"> <h4>Scotland鈥檚 key strengths</h4> <p>Consider Scotland鈥檚 key strengths (all loved by those who have visited Scotland):</p> <ul> <li>wildlife, nature, and the great outdoors</li> <li>castles, ruins, and iconic landmarks</li> </ul> <p>Combine this with a clear message about freedom, revitalisation, and adventure.</p> </div> </li> <li class="user-content key-benefits-list__item"> <i class="icon icon-tick-no-bg key-benefits-list__item__icon"></i> <div class="key-benefits-list__item__text"> <h4>Young people messaging</h4> <p>Focus on imagery and experiences that appeal to young people. Use something that fires up their imaginations and encourage them to engage with:</p> <ul> <li>exciting locations</li> <li>new experiences</li> <li>novelty accommodations</li> </ul> <p>Static landscape or scenery imagery appeal less.</p> <p>Tap into the school curriculum and consider its influence on young people鈥檚 interests and passions.</p> </div> </li> </ul> </article> </div> </div> </div> </div> <div class="background-download background-auto py-lg bg-xxlight"> <div class="container"> <div class="row"> <div class="col-12 col-lg-8"> <div class="download" data-test="download" > <div class="has-edit-button"> </div> <div class="d-md-flex"> <div class="p-3"> <div class="download__details"> <div class="download__details__icon"> <img width="50" height="75" src="/webfiles/1733842162998/assets/dist/images/icons/download-pdf.svg" alt="" loading="lazy" /> </div> <h2 class="h4 my-0" data-test="download-title">Summary - Exploring Scotland鈥檚 appeal as a family holiday destination</h2> <p class="mt-0 mb-1 font-size-xxs" data-test="download-date">Published November 2019</p> <p class="my-0 font-size-xxs" data-test="download-description"></p> </div> </div> <div class="align-self-center ml-auto px-3 pb-3 pb-md-0"> <a download class="button button--icon-right" href="/binaries/content/assets/dot-org/pdf/research-insights/understanding-the-family-market.pdf" data-test="download-button" aria-label="View Summary - Exploring Scotland鈥檚 appeal as a family holiday destination (751Kb)">Download (751Kb)<i class="icon icon-download"></i></a> </div> </div> </div> </div> </div> </div> </div> <div class="background-download background-auto py-lg bg-xxlight"> <div class="container"> <div class="row"> <div class="col-12 col-lg-8"> <div class="download" data-test="download" > <div class="has-edit-button"> </div> <div class="d-md-flex"> <div class="p-3"> <div class="download__details"> <div class="download__details__icon"> <img width="50" height="75" src="/webfiles/1733842162998/assets/dist/images/icons/download-pdf.svg" alt="" loading="lazy" /> </div> <h2 class="h4 my-0" data-test="download-title">Exploring Scotland鈥檚 appeal as a family holiday destination</h2> <p class="mt-0 mb-1 font-size-xxs" data-test="download-date">Published November 2019</p> <p class="my-0 font-size-xxs" data-test="download-description"></p> </div> </div> <div class="align-self-center ml-auto px-3 pb-3 pb-md-0"> <a download class="button button--icon-right" href="/binaries/content/assets/dot-org/pdf/research-insights/exploring-scotlands-appeal-as-a-family-holiday-destination.pdf" data-test="download-button" aria-label="View Exploring Scotland鈥檚 appeal as a family holiday destination paper (9Mb)">Download (9Mb)<i class="icon icon-download"></i></a> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-white py-lg" id="domestic"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12 col-lg-7"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <h2 data-test="content-block-article-heading"> 4. Domestic sentiment tracker </h2> <p>The domestic sentiment tracker has been running since May 2020. It explores the likelihood of UK residents to travel both within the UK (and abroad) and when and where they plan to go.</p> <p>Variations by life stage are explored in relation to domestic trip behaviour. Insights are identified for pre-nesters, families, older independents, and retirees.</p> <a href="/research-insights/about-our-visitors/uk/sentiment-tracker" class="button button--keyline button--icon-right mb-4 mt-2" aria-label='Read the latest report from the Domestic sentiment tracker' data-test='cta-button-secondary'>Read the latest report from the domestic sentiment tracker<i class="icon icon-arrow-right"></i> </a> </div> </div> </div> </div> </div> </div> </div> </div> <div class="background-tartan py-lg"> <div class="container" data-test="page-related-documents"> <h2 class="h1 mb-4">Related links</h2> <div class="cards cards--x4"> <article class="card card--related-documents has-edit-button" data-test="component-card" aria-label="About our visitors f3a1d247"> <div class="card__link js-clickProxy"> <div class="card__link__image" data-test="component-card-image"> <div class="card__link__image__background lazyload" 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