Scotland Tourism Statistics

Scotland’s rugged landscape, towering mountains, architectural history, and decade-old transport infrastructure attract millions of visitors every year. While the COVID-19 pandemic brought the tourism industry to a halt, the sector is steadily recovering to the pre-pandemic numbers. Over the last few years, Scotland's tourism scene has been growing with positive figures that hint at expansion and economic recovery after the pandemic.

At the same time, government and local authorities are pushing combined efforts with better investments and strategies to bring the best experience for tourism. Let’s have a look at how different statistics compare to support the tourism scene in Scotland.

Introduction & Overview of Scotland’s Tourism Industry

1. How Did The COVID-19 Pandemic Impact Tourism In Scotland?

COVID-19 significantly halted the tourism industry in Scotland, with 78% of the tourism companies reporting a major drop in revenue in 2020. It was a massive level drop in the revenue since the pre-pandemic numbers involved 229,000 people employed in major cities.

2. What Was The Best Year For Tourism In Scotland?

According to the data figures of VisitScotland, 2023 was the best year for tourism in Scotland, with figures breaking records for 2019 and 2022.

3. How Many Inbound Tourists Visited Scotland?

As per the latest data of 2023, 3.9 million international tourists visited Scotland, breaking the record of 2019's numbers of 3.4 million visitors. These numbers are much higher compared to 2022, which could only register 3.2 million inbound tourists in Scotland. Here is the breakdown for international tourists for the past five years.

• 2023 - 3.9 million
• 2022 - 3.2 million
• 2021 - 479,000
• 2019 - 3.4 million

4. Where Do Most Visitors To Scotland Come From?

Scotland primarily attracted tourists from North America and Europe, including Spain, France, and Germany, with a total of 969,000 and 2.3 million visitors in 2023. Both of these figures have grown 16% and 19%, respectively. On the other hand, these numbers are expected to grow even more prominently in the coming years.

Here is the breakdown by country:

5. What Is The Rank Of Scotland For Tourism?

Scotland ranked 7th out of the 60 countries for its immense natural beauty. At the same time, Scotland was ranked 12th out of 60 for tourism appeal to its visitors in 2023. It earned its prime position by jumping from 72.3 in 2022, making a record-breaking ranking improvement in the world.

6. How Many Tourists Visit Scotland Per Day?

As 3.99 million international visitors came to Scotland in 2023, it gives us an average of 10,923 tourists per day visiting Scotland. 

Tourist Behavior

7. What Was The Purpose Of Visit For Inbound Travellers In Scotland?

Out of 3.9 million visits in 2023, 2.5 million of the visits accounted for holiday or vacation tourists, 1 million travellers were visiting friends and relatives, 366,000 visited for business, while 108,000 were only Miscellaneous. 

Comparing these stats with the 2022 figures, there is a 23% increase in holiday tourists, thus making Scotland an ideal spot to visit.

Not just holidays, but business visits also experienced a highlighted growth at 19% along with the influx of tourists in Scotland.

8. How Many Nights Do International Tourists Stay In Scotland?

The latest data reveals that overall, visitors stayed for over 34 million nights in Scotland in 2023. These trends not only explain the tourism appeal of the country but also indicate good hospitality and accommodation services available all across Scotland. The number of night stays is seemingly growing at a rate of 20% compared to data available from 2022, which could record 26.6 million nights.

9. How Much Inbound Tourists Spend In Scotland?

The total spending of inbound tourists in Scotland for the year 2023 was £3,593 million. These figures experienced a positive change of 13% compared to 2022, with £3,192 million in spending by international tourists. 

10. How Do International Travellers Visit Scotland?

With the majority of international travellers being Europeans or from the USA, 60% of the visitors arrive in the country directly by air. Meanwhile, 18% of the travellers utilised boat or ferry transfer in 2023. Only 14% of the total visitors owned a car or travelled using a family member’s car to get around Scotland.

11. How Does Scotland Compare To The Rest Of The UK?

Compared to England and Wales, Scotland ranks above both for the highest number of overnight holiday tourists. Among the total visitors arriving in the UK, Scotland holiday visitors accounted for 63% as compared to 41% of England and 39% of Wales.

Tourism in Major Scottish Cities

12. What Is The Most Visited City In Scotland?

Edinburgh is Scotland’s capital and ranks top for the most visited city in the country. Coming in second place, with London being the top destination in the UK, Edinburgh has a record for attracting 5.34 million tourists in 2023. Although the destination suffered a decline in visitors during the pandemic, this year, the number of visitors is increasing, with the majority being international visitors.

13. What are the International Tourism Statistics Breakdowns Across The Major Cities Of Scotland?

Edinburgh tops as Scotland's capital and tourism destination, with 5.34 million visitors in 2023. Here are the top five cities that are highly recognised as tourist hotspots in 2023.

1. Edinburgh - 5.34 million visitors
2. Glasgow - 3.53 million visitors
3. Aberdeen - 1.35 million visitors
4. Stirling - 686,000 visitors
5. St Andrews - 200,000 visitors

14. What Is The Trend Of Night Stays For Visitors In Edinburgh?

Visitors stayed for an average of 8.7 nights in Scotland, with 3.5 being in Edinburgh alone. This clearly shows the influence of Edinburgh and its contribution to the tourism industry. Even better, over 23% of the total visitors in 2023 stayed only in Edinburgh.

Reasons for Visiting Scotland

15. Why Do Tourists Choose Scotland?

Tourists prefer Scotland for a variety of reasons, with the top being scenery and landscape. Here is the breakdown for the different reasons tourists choose Scotland for their upcoming visit.

• The scenery and landscape - 70%
• The history and culture - 48%
• Outdoor activities available - 27%
• Visiting friends and family - 22%
• Scotland’s people - 21%
• Scottish Attractions - 19%

16. What Is The Most Visited Paid Attraction In Scotland?

Edinburgh Castle ranks higher as the most visited paid attraction in 2023 that is still driving the highest tourism attention globally and nationally. In 2023, Edinburgh Castle welcomed over 1.9 million visitors, both inbound and outbound. Here are some of the top paid attractions that are driving stronger tourism across the country.

• Edinburgh Castle - 1.9 million visitors
• Edinburgh Zoo - 618,719 visitors
• Edinburgh Bus Tours - 605,881 visitors
• Stirling Castle - 517,299 visitors
• Urquhart Castle - 422,761 visitors

17. What Are The Most Visited Free Attractions In Scotland?

Over many years, the National Museum of Scotland has stood out among the most visited free attractions in Scotland, with 2.1 million visitors in 2023 alone. Apart from Edinburgh Castle, the stats for free attractions are much higher compared to the most paid attractions in Scotland. These free attractions also include:

• National Galleries Scotland - 1.8 million visitors
• St Giles’ Cathedral - 1.4 million visitors
• Kelvingrove Art Gallery & Museum - 1.2 million visitors
• Riverside Museum - 1.1 million visitors
• Royal Botanic Gardens - 1 million visitors

18. What is The Interest For Tourists In The Outdoors & Culture Of Scotland?

With 70% of the visitors interested in scenery and landscape and 48% preferring rich history and culture, it is no wonder the tourism scene continues to grow in Scotland. Along with the scenery, around 27% of the tourists prefer to engage in various healthy activities like cycling, hiking, kayaking and many more.

Stats for Domestic Tourism in Scotland

19. What Are The Statistics For Domestic Tourism In Scotland?

Scotland’s domestic tourism trend is also looking positive, with a total of 12.4 million overnight trips made in 2023. The number is much larger compared to the international visitors; thus, it represents a huge portion of economic growth directly within the country. But still, the figures for domestic tourism are much lower compared to 2022.

20. How Much Do Domestic Tourists Spend In Scotland?

Along with the higher tourism count in Scotland, domestic tourism is also progressing further, with the highest spending of £9.5 billion in 2023. This indicates that both domestic and international tourism are strongly supporting the country’s economy despite being weak compared to the rest of Great Britain.

21. How Does Domestic Tourism In 2023 Compare To 2022 In Scotland?

Domestic tourism has always been promising, however, 2023 saw a decline in domestic tourism with 92.9 million visits, while 2022 was set at 94.8 million.

22. Which Country Is The Largest Source Of Domestic Tourism In Scotland?

As of the latest data from the last quarter of 2023, Scotland saw a massive increase in domestic tourism within the country, with 17.3 million visitors. Meanwhile, England ranks second and Wales at third with figures of 2.7 million visitors and 0.1 million visitors, respectively.

23. What Is The Visited Domestic Region Of Scotland?

West of Scotland is the most visited destination with 36.4% of the Brits visiting for exploration, business or a variety of other activities. From Royal Botanic Gardens in Edinburgh, the National Museum to Bo’ness Motor Museum and Culross Palace, various attractions in the West of Scotland hold a great domestic tourism appeal.

24. What Activities Were Famous Among Domestic Tourism In Scotland?

Here is the detailed breakdown of activities that domestic tourists like the most during their stay in Scotland.

• Visiting friends and family - 21.2 million
• Shopping and eating out - 10.9 million
• Took part in hobbies and interests - 6.9 million
• Outdoor leisure activities - 6 million
• Attending festivals or occasions - 5 million
• Sightseeing and exploration - 4.7 million
• Health and medical tourism - 0.4 million

Tourism’s Economic Impact

25. How Much Money Does Tourism Contribute To The Scottish Economy?

The tourism sector contributed £10.8 billion in 2023 to Scotland’s GDP. This figure underscores the positive impact of tourism on Scotland, with multiple employment opportunities and better strategies to promote the great outdoors and culture.

26. What Was The Trend For Tourism Employment In Scotland?

According to the data available on VisitScotland, the tourism industry expanded, with 245,000 people employed in 2023. Compared to 2022, with figures of 229,000, the employment rate is set on positive growth over the coming years as part of post-pandemic tourism. Here are the top cities for tourism employment in Scotland:

• Edinburgh - 41,000 employed
• Glasgow - 36,000 employed

Transportation & Travel Stats

27. What Are The Transport Stats For Scottish Tourism?

Road transport has been the dominant part of tourism in Scotland, with rail and ferry services coming at second. Edinburgh Airport alone handled 14 million passengers in 2023, making it a top arrival destination for international and domestic travellers.

28. How Do Inbound Tourists Travel Around Scotland?

As for 2023, the majority of the inbound travellers preferred to travel by car, which is why they did not book the transport in advance. On the other side, 29% of the visitors travelled directly with the transport providers and 7% utilised the travel agents online

Tourism Trends & Visitor Statistics in Scotland

29. How Many Visitors Were Interested In Food Tourism To Scotland?

In 2023, food and drinks also have been a major, if not the primary, motivator for tourism in Scotland. In the overall tourism activity of Scotland, 15% chose Scotland because of its culinary activities. In particular, USA and German visitors were attracted to the food and drink tourism in Scotland. 51% of the Americans wanted to try out the food experiences on their visit to Scotland, while 26% of the visitors were attracted towards sampling the whiskey. 

30. What Are The Trends For Tourist Accommodation In Scotland?

Hotel rooms are the top accommodation choice for tourists in Scotland, with an average peak tariff reaching £144.38 pounds in 2022. At the same time, hotels saw a prominent recovery after the pandemic, with occupancy rates reaching up to 15% in 2021. Thanks to the growing confidence among tourists, the hotel occupancy is bouncing back, with 19% recorded in 2022.

31. How Many Tourists Are Committed To Responsible Tourism?

According to data from VisitScotland 2021, 69% of Scotland’s residents are willing to travel on the off-the-beaten path. As the eco-friendly tourism industry expands every year, tourists are also joining the initiatives for the good cause of the climate crisis. 

With 73% of the Scottish nationals concerned about climate change, the government can devise efficient strategies where authorities and residents are on the same discussion. Considering these concerns, Scotland is seeing a positive growth for utilisation of local produce and small businesses to support the local economy.

32. What Is The Peak Tourism Season In Scotland?

As of the latest data of 2023, June to September are the peak tourism months in Scotland, with abundant tourists flocking towards major regions like Edinburgh, Glasgow and especially, Scotland Highlands. Over 1 million tourists visited the country during the peak season, making Scotland a record-breaking destination compared to pre-pandemic figures. Here is the breakdown for the tourism activity during summer:

33. How Many Americans Visit Scotland?

Of the 794,000 tourists visiting from the USA, 68% were visiting for the first time. Plus, the year 2023 is also exceeding the holiday satisfaction for US visitors, with 63% of the tourists ranking their experience in Scotland as a solid 10/10 and 88% of the visitors ranking it 9/10.

34. How Many Of The Tourists In Scotland Are Repeat Visitors?

The key insights from 2023 shed light on repeat visitors, which have increased up to 25% for Scotland. This was all made possible with the better hospitality and government tourism strategies aiming for a positive growth over the next few years.

35. What Are The Latest Stats For Tourism In Scotland Highlands?

In 2023, Highlands were famous among inbound tourists, with 527,000 visitors spending 2 million nights in the region. The tourists also spent £325 million during their stay.

On the other hand, 2023 recorded 1.7 million domestic tourists spending 4.9 million nights in the Highlands, making the domestic spend reach £437 million.

36. Which Region Of Scotland Saw The Highest Growth?

The Scottish Highlands was the region with the massive growth of up to four million visitors, a 15% increase compared to pre-pandemic numbers. On top of that, visitors spent a total of £3.5 billion, which has increased over 40% in the last five years.

Booking Trends

37. How Visitors Plan & Book Trips To Scotland?

Scotland has also seen an uptick in online travel booking for the last few years, driven by the massive interest shift post-pandemic. As European visitors have the highest inbound tourism ratio in Scotland, the data reveal 18% of the international tourists booked their trip within one month of their travel day. Conversely, 42% book their trip between three to six months in advance. Additionally, travellers from Europe are much more likely to research and make bookings in advance as compared to domestic visitors from the UK and Scotland. 

38. How Do The Tourists Book Their Tours In Scotland?

Direct booking and walk-in were the most popular ways to book the tour in Scotland, with figures of 98.4% and 55.7%, respectively. Meanwhile, the walk-ins were much less, with only 3.8%.

Sports & Major Events in Scotland

39. What Are The Sports Trends In Scotland?

Sports are also transforming the way tourists enjoy their stay in Scotland, as football contributed £243.3 million to the economy in 2022. At the same time, there are various government and local tourism policies in effect that aim to strengthen the sports scene all across the country. The Scottish Open Golf, Rugby and Football drive maximum engagement from both domestic and international tourists.

40. What Was The Famous Sports Event Hosted In Scotland?

Scotland was recognised as the most famous sports spot after hosting the famous Commonwealth Games in Glasgow and inviting 4,950 athletes from 71 different nations. The event also led to an extended stay for international and national tourists, which further strengthened the tourism value for the country.