tourism sector in scotland

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•  Overview
•  Report
• March 2020: a false dawn for Scotland's tourism sector
• Economic footprint: reaching every nook and cranny of the country
• Forecasting in a rapidly evolving pandemic: a fool's game?
• How exposed is Scotland and where is impacted?
• Visitor data
• Contribution to economic output - GDP
• What impact has COVID-19 had on tourism jobs?
• Furlough - a frozen labour market
• Reliance on tourism jobs – rural urban divide
• Industry sentiment on impact
• Timeline of activity
• Tourism targeted support
• Issues and gaps
• Social distancing and business viability
• Coordination with other sectors
• Community concerns
• Local variations in demand
• Engagement and collaboration
• Scottish Tourism Emergency Response Group (STERG)
• Advisory Group on Economic Recovery (AGER) – tourism perspective
• Five-year recovery and investment plan
• Budget 2021-22
• Structural change in the business base and the point of unwinding support
• Domestic tourism and green choices
• Digitalisation and innovation
• Policy delivery and role of government
• Immediate outlook

Image: Figure 1: Visitor trips to Scotland and visitor expenditure, 2019

Image: Figure 2: Tourism workplaces across the UK, 2021

Image: Figure 3: Local employment share in tourism, 2019

Image: Figure 4: Cumulative percentage change in GDP since February 2020 to December 2020 by industry Scotland

Image: Figure 5: Workforce jobs Scotland – accommodation and food service activities – March 2015 to September 2020

Image: Figure 6: 'Accommodation and food services' employments furloughed by numbers and as a proportion of all furloughs, across UK nations & regions, January 2021

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64+ crucial scotland travel & tourism statistics (latest 2024 data).

Millions of tourists from all over the world flock to visit Scotland's best locations each year. Why not? After all, it is home to stunning landscapes and natural sceneries, as well as rich cultural and historical heritage.

From the spectacular glens of the Highlands and dramatic castles in Aberdeen, all the way to the charming people of Glasgow and the capital’s buzzing city life.

Did you know...

• International travellers to Scotland spent £3.15 billion in 2022 alone?
• Nearly 9% of employees in Scotland work in the tourism sector?

Indeed, travel and tourism are an essential part of Scotland’s lifestyle and economy.

This article is a treasure trove of statistics on the travel and tourism industry in Scotland. We will cover everything from how popular this nation is as a tourist destination to the nitty gritty of its financial earnings.

Let’s get right into it!

Sources: After each stat, I have referenced where the data was gathered and curated from. For a full list of all articles used in this roundup, please head to the bottom of the post. At the time of publication, these are the most up-to-date statistics available. Little data was gathered in 2020 due to the Coronavirus pandemic.

Travellerspoint

What percentage of Scotland's economy is tourism?

Scotland’s tourism industry contributes roughly £6 billion to the overall GDP, or around 5%.

Why is Scotland so popular for tourists?

1 in 10 visitors were influenced by a travel feature about Scotland, whereas 8% of visitors were prompted by a TV programme about Scotland.

Where do most tourists to Scotland come from?

The top 4 source markets for international tourism in Scotland are USA, France, Germany and Netherlands in that order.

Scotland tourism key stats

• In 2022, there were a total of 111.5 million visits to Scotland
• Overseas travellers in Scotland spent about £3.15 billion in 2022 alone
• 94.8 million of total domestic trips made to Scotland in 2022 were day visits, while 13.5 million included a stay of at least 1 night
• Over 7.6 million of the visits were from Scotland, while almost 6 million were from England
• 50% of visitors come to Scotland for the scenery and landscape. History & culture is also a core driver for visiting Scotland
• Most international trips to Scotland were made from the USA, France, Germany and Netherlands
• Tourist spending generated £12 billion of economic activity in Scotland
• Scotland’s tourism industry contributes roughly £6 billion to the overall GDP, or around 5%
• In 2019, 209,000 people were employed in the Scotland tourism sector
• 14,970 (8.4%) companies in Scotland are in the Scottish tourism industry
• Over 2012 to 2017, tourism employment in Scotland rose by 13%
• The most popular region in Scotland is Glasgow & Clyde Valley. It received 29.7 million day visits and 3.1 million overnight visits in 2019
• Scotland has more than 11,000 miles of coastline, 137 miles of canals, 31,460 freshwater lochs and 118 inhabited islands
• 16 million people visit Scotland’s coastal destinations annually
• In 2020, 78% of tourism companies in Scotland reported reduced revenue from 2019 due to the Coronavirus pandemic

Travel & Scotland's economy

How does tourism contribute to Scotland’s economy?

1. In 2019, the total expenditure of overnight and day trips was £11.6 billion.

[VisitScotland]

VisitScotland found that 2019 had been the best year for Scotland’s overnight tourism over the last decade. The spending for overnight trips rose by 12% from the previous year 

2. In 2022, international visitors to Scotland spent a total of £3.15 billion.

This was a dramatic 586% increase from the £0.46 billion international tourism expenditure in 2021, and has even surpassed the pre-pandemic figures of £2.54 billion in 2019.

3. Domestic day trips to Scotland in 2022 generated around £3.9 billion.

Scottish residents generated less in day trip expenditure in 2022 compared to 2019 (£5.8 billion).

4. In 2022, domestic overnight trips in Scotland generated £3.4 billion.

GB residents in 2022 spent a total of £3.4 billion in overnight trips to Scotland.

5. Tourist spending generated £12 billion of economic activity in Scotland.

Spending by tourists contributes approximately £12 billion for the overall Scottish supply chain. This industry was recognized as an important growth sector in the nation’s 2015 economic strategy.

6. Scotland’s tourism industry contributes roughly £6 billion to the overall GDP, or around 5%.

In terms of GDP, tourism in Scotland represents 5% or £6 billion of the total GDP.

7. VisitScotland, which is the official tourism organisation of Scotland, has an annual budget of over £45 million.

A huge part of Scotland’s tourism is the official tourism organisation, VisitScotland. The government budgets more than £45 million for this entity each year.

International inbound tourism statistics in Scotland

How many international tourists visit Scotland?

8. There were 3.23 million overseas visits to Scotland in 2022 alone.

International tourism expenditure reached the highest record in 2022 despite a slight decrease in number of visits compared to 2019.

9. The average international tourist stays for 9.2 nights in Scotland.

In 2022, the average length of stay for international tourists in Scotland has increased from just 7.9 nights in 2019.

Understandably, overseas tourists spent more time in Scotland per trip compared to the average 3.0 nights for domestic travellers.

10. In 2022, 1.8 million trips were made for holidaying purposes, while 307,000 had been business visits.

The majority of international tourists (58%) come to Scotland for holiday and vacation, while 9% of the visits were for business purposes .

11. Visiting friends and family is the second most common purpose for visiting Scotland, with 922,000 trips made in 2022 for that purpose.

12. the average spend for international tourists in 2022 is £972 per visit, up 32% from £734 in 2019..

Average spending per international trip to Scotland also reached an all-time high in 2022, compared to only £625 back in 2011.

13. The top 4 source markets for international tourism in Scotland are USA, France, Germany and Netherlands in that order.

Scotland is an especially popular tourist destination for tourists from the USA, France , Germany and the Netherlands, all of which make up the top 4 markets for international tourism in Scotland.

14. In 2022, there were 693,000 visits to Scotland from the USA or 21.4% of all international visits.

[VistScotland]

The largest portion of international tourists to Scotland from a country is the USA, with American visitors spending 6.588 million nights and £1.2 billion in 2022.

15. Visitors in Norway also made the top 10 source market for international tourists in Scotland, with 107,000 total visits in 2022.

In 2022, Norwegian visitors spent a total of 518 thousand nights and £75 million in tourism expenditure in Scotland.

16. Italy follows closely behind as the ninth largest source market for international tourists in Scotland, with 105,000 total visits in 2022.

Italian visitors recorded 744 thousand nights spent in Scotland in 2022 and £68 million in tourism expenditure.

Domestic Tourism statistics in Scotland

How many domestic tourists travel to Scotland?

17. In 2019, there were a total of 111.5 million visits to Scotland (both domestic and international).

18. 94.8 million of total domestic trips made to scotland in 2022 were day visits, while 13.5 million included a stay of at least 1 night..

19. UK residents made 13.5 million overnight visits to Scotland.

Out of all the total overnight visits made to Scotland in 2019, 13.5 million were made by UK residents .

20. In 2019, over 7.6 million of the visits were from Scotland, while almost 6 million were from England.

21. In 2019, domestic visitors in the 14-24 and 55-64 age groups saw a huge increase compared to the previous year.

22. 2019 saw a drastic rise in domestic travellers as the number of trips increased by 33% from 2018..

2019 was the best year over the last decade for overnight trips by domestic visitors in Scotland.

23. In 2022, the main reason to travel to Scotland for domestic visitors is holidaying (35.5% of all visits).

35% of domestic visits to Scotland are made for holiday purposes, which included solo travel as well as family trips . Meanwhile, business visits make up 9.6% of all domestic visits in 2022.

24. 62% of domestic travellers spend between 1-3 nights in Scotland. Only 7% spend more than 7 nights per trip.

For most domestic travellers in Scotland, 1 to 3 nights is the ideal length of stay, whereas only 7% of them stay for 8 nights or more at a time.

25. In 2022, the average amount spent per visit to Scotland was £253, or roughly £83 per night.

Motivations for visiting scotland.

What are the main reasons people visit Scotland?

26. The key motivation for visiting Scotland for 50% of visitors is the scenery and landscape.

A 2015/2016 visitor survey conducted by VisitScotland across 19 regions in Scotland over two summer periods (May to September) concluded that 1 in 2 people visit Scotland for the scenery and landscape.

27. The second core driver after that for visiting Scotland is the history & culture.

Following closely to that, 1 in 3 visitors to Scotland are motivated by the rich history and culture of the nation.

28. 24% of European, long haul, and first-time visitors were persuaded to spend holiday in Scotland by word of mouth recommendation from friends, family, or colleagues.

For many European travellers , long haul and first-time visitors to Scotland, recommendation from friends and family is a determining factor for their visit. On the other hand, Scottish residents tend to be driven by the desire to spend vacation at home.

29. 1 in 10 visitors were influenced by a travel feature about Scotland, whereas 8% of visitors were prompted by a TV programme about Scotland.

30. Outlander, both the TV series and books, have had a significant impact in inspiring 17% of visitors to travel to Scotland.

31. 47.8 million day trips to scotland were made in 2019 by domestic travellers to visit friends or family..

Visiting friends and family is also a popular motivation for visiting Scotland. In 2019, residents from the UK made around 47.8 day trips to Scotland for this purpose.

Scotland coastal tourism statistics

How popular are seaside destinations in Scotland?

32. Scotland has more than 11,000 miles of coastline, 137 miles of canals, 31,460 freshwater lochs and 118 inhabited islands.

Scotland’s coasts and seaside areas are a crucial part of the local culture and history. From the picturesque beaches to spectacular waterfalls, lochs, and rivers, many tourists flock to these water-based destinations during their travels.

33. There are 16 million domestic day trips to Scotland’s coastal destinations annually.

Day trip visitors to coastal locations in Scotland tend to indulge in outdoor leisure activities and exploring the beautiful landscape.

34. In 2022, there were 0.8 million domestic overnight trips to seaside and coastal locations in Scotland, down from 2.31 million in 2019.

Only 6% of overnight trips in 2022 were to seaside or coastal locations in Scotland, while 52% were to the cities and large towns.

35. Most domestic visitors to Scotland’s coastal regions would visit the South (29%) or North of Scotland (28%).

The most popular coastal regions in Scotland among domestic travelers are the South and North. City destinations like Edinburgh and Glasgow, in the East and West of Scotland respectively, are more popular among city enthusiasts.

36. 38% of international visitors visit a beach.

37. international visitors from poland are the most likely to visit seaside destinations in scotland with 62% of propensity, while those from germany and italy have 51% likelihood to do so..

Among international tourists in Scotland, those from Poland are the most likely to visit a coastal location. They have a 62% propensity to do so, whereas German and Italian travellers are close behind with 51% likelihood each.

Tourism employment in Scotland

How many people are employed in the Scottish tourism industry?

38. In 2021, 209,000, people were employed in the Scotland tourism sector, an 8.7% drop from 2019.

Before the Coronavirus pandemic , the tourism sector in Scotland consisted of 229,000 people, which was roughly 1 in 12 jobs. It’s an especially significant industry in cities and rural regions.

39. 14,970 (8.4%) companies in Scotland are in the Scottish tourism industry.

[Scottish Enterprise]

From around 178,214 registered companies in Scotland, 8.4% are in the tourism industry,

40. In 2017, the tourism sector is most important in the region of Argyll & Bute, where 69 out of 1000 people work in the tourism industry.

41. This is closely followed by Highland and City of Edinburgh, at 68 and 64 people out of 1000 employed in the tourism sector respectively.

42. as of 2021, 33,000 people were employed in the tourism sector in edinburgh., 43. meanwhile, glasgow recorded a total of 31,000 employment in the tourism sector in 2021., 44. the travel industry is least significant in east renfrewshire, where tourism employment accounts to only 0.016% of total employment in the region., 45. over 2012 to 2017, tourism employment in scotland rose by 13%..

The tourism industry is one of the growing industries in Scotland. It saw a 13% increase in employment over a 5-year period from 2012 until 2017.

Tourist destinations in Scotland

What are the most popular tourist destinations in Scotland?

46. For domestic overnight trips, the most visited region in Scotland in 2022 was the West of Scotland, with 4.4 million trips taken there.

Meanwhile, the East of Scotland received 4.1 million domestic overnight trips in 2022.

47. Glasgow & Clyde Valley had been the most popular region to visit in 2019. It received 29.7 million day visits and 3.1 million overnight visits.

48. meanwhile, edinburgh and lothians were the most popular region for overnight visits (5.3 million). it also saw 24.8 million day visits..

Out of the 15 major regions in Scotland as listed on VisitScotland, Glasgow & Clyde Valley is the most popular tourism location overall. Meanwhile, most visitors go to Edinburgh and Lothians for overnight visits.

These two regions are followed in order by: Aberdeen and Aberdeenshire, the Highlands, Ayrshire & Arran, and Kingdom of Fife.

• Aberdeen and Aberdeenshire: 1.3m overnight, 14.6 day visit
• Highland: 2.9m overnight, 9.6m day visits
• Ayrshire & Arran: 742k overnight, 10.4m day visits
• Kingdom of Fife: 705k overnight, 8.6m day visits

49. Free tourist attractions tend to be more popular, with the National Museum exceeding 2.21 million visitors in 2019.

Free tourist attractions receive slightly more visits than paid attractions. The National Museum is the most popular attraction in all of Scotland, as it welcomed over 2.21 million visitors in 2019 alone.

50. The next most visited free attractions in Scotland are the Kelvingrove Art Gallery & Museum, the Scottish National Gallery, and the Riverside Museum in this order.

Museums are no doubt the favorite choice for free attraction amongst visitors. Some famous non-museum destinations in Scotland include St Giles’ Cathedral and Gretna Green Famous Blacksmiths Shop.

51. In 2019, the most visited paid attraction was Edinburgh Castle, which saw around 2.17 million visits.

For paid attractions, the most popular tourist destination would be Edinburgh Castle. It received 2.17 million visits in 2019.

52. The Edinburgh bus tours received 615,000 visitors in 2019.

Travel accommodation in scotland statistics.

How many hotel rooms are there in Scotland?

53. The average Scottish hotel occupancy in 2022 was 61.02%.

During peak season in 2022, the average hotel room in Scotland cost £144.38 per night .

54. As of August 2023, the hotel room occupancy rate in Scotland is 79.40%.

This was a slight decrease from the 84.22% occupancy in August 2022.

55. In 2022, the average peak revenue per available room (RevPAR) for Scottish hotels was £268.20 in February.

56. meanwhile, revpar in august 2023 was recorded at £231.12, a year-on-year increase from £212.01 in august 2022., 57. guesthouses or b&bs in scotland in 2022 had an average occupancy rate of 54.6%, while self-catering accommodations recorded 40.49% in occupancy., 58. guesthouses or b&bs can be a cheaper accommodation alternative in scotland, with the average nightly rate being £56.44 in 2022..

59. The average touring pitch occupancy in Scotland was 60.57% in August 2023.

A touring pitch is space on a campsite that you can rent. The RV industry is a popular one in Scotland.

Impact of Coronavirus on Scotland’s tourism industry

How did the Covid-19 pandemic affect Scottish travel & tourism?

60. In the first quarter of 2020, international visitor trips decreased by 17% while international visitor spend dropped by 3% (compared to first quarter of 2019).

From the most recent update we could find on the impact of the Covid-19 pandemic on Scottish tourism, the report stated that overseas trips had decreased by 17% in Q1 of 2020. Note that lockdown in Scotland was enforced only by the end of Q1, yet the consequences are still apparent.

61. In summer and autumn of 2020, accommodation providers reported only 64% peak occupancy compared to 89% in 2019.

61. 78% of tourism companies reported reduced revenue from 2019., 50. 35% of staff were dismissed in 2020, while 69% had been put on furlough., 62. over march and september 2020, there was an 8.4% decrease of jobs in scotland’s accommodation and food services. .

[Scottish Parliament]

Scotland’s food, hotel and accommodation services industry was the worst impacted amongst the four nations in the UK.

63. Between February 2020 (when Covid-19 began to directly impact the economy) and December 2020, Scottish GDP has fallen by 7.2%.

64. in this time period, the sector most impacted is accommodation and food services which recorded 60% loss in gdp., 65. the arts, culture and recreation sector also experienced an approximately 42% decrease in gdp..

Not all the sectors in the Scottish economy were impacted in the same proportion. Industries directly related to tourism such as accommodation & food services, other services, and arts, culture & recreation suffered the most.

The tourism industry makes up 5% of Scotland’s total GDP. And since being identified as a growth sector back in 2015, this nation has received only more and more visitors each year.

Therefore, it is no surprise that this industry has created many job opportunities, especially in the rural areas that depend on tourists for their main source of income.

Despite the pressure and negative consequences of the recent Coronavirus pandemic, it’s reasonable to think that the Scottish tourism sector will recover and continue to grow.

We hope this post has been useful in telling you everything you might want to know about Scotland travel & tourism statistics.

Did we miss anything important? Please leave a comment below!

You might want to check out these other interesting statistics too:

• Ireland Travel & Tourism Statistics
• Airbnb Statistics
• Female Travel Statistics
• Online Travel Booking Statistics
• VisitScotland 1
• VisitScotland 2
• VisitScotland 3
• VisitScotland 4
• VisitScotland 5
• Scottish Enterprise
• Scottish Parliament

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Seeing the sights: Scotland's tourism sector shows signs of recovery

On 4 March 2020 a group of agencies including the Scottish Tourism Alliance and VisitScotland unveiled a report that ambitiously predicted that, by 2030, Scotland would be “the leader in 21st century tourism”. With a foreword from then first minister Nicola Sturgeon, Scotland Outlook 2030 spoke of a sector that would enrich lives, protect places and help deliver Scotland’s wider economic strategy. Yes, Sturgeon wrote in her introduction, that vision was bold, but she believed there was “no country better equipped to rise to the challenge”.

But three weeks later, the UK entered its first coronavirus lockdown and the shutters were pulled down across the industry. The impact of that was immense, with a SPICe briefing published in March 2021 reporting that accommodation and food services were by far the worst impacted part of the Scottish economy, with GDP levels over 60 per cent lower at the end of 2020 than at the start, and rural areas bearing the brunt of the decline.

It is now over a year since the strictest of Scotland’s Covid restrictions were fully lifted and, with the World Health Organization declaring that coronavirus was no longer a global health emergency last month, things for the sector are starting to look up. Attractions such as Edinburgh Castle and Glasgow’s Burrell Collection have seen soaring visitor numbers, flights from the US to Scotland are reportedly booked up all summer and, with China finally relaxing its own Covid restrictions, direct flights bringing lucrative Chinese tourists have resumed for the first time in four years.

That does not mean the Scottish tourism industry is back to full strength, though. Indeed, Scottish Tourism Alliance chief executive Marc Crothall says the sector is “not fully recovered yet, by a long shot”, adding that across the industry the good news remains “patchy”.

“There are some businesses that are performing well but I put a caveat on that because in many cases where the media or politicians are saying things are better than in 2019 they are reporting revenue figures – those businesses are performing well because prices have gone up,” he says.

“That means the top line figure is very strong in a lot of cases but the harsh reality is that it’s not about the top line, it’s the bottom line that counts. There’s a lot of fragility out there still, particularly for independent operators, and that’s largely driven by excessive energy costs and food inflation as well as an increase in wages – the minimum real living wage has gone up and many are paying above that to recruit and retain staff. All of that has a bearing on a very tight bottom-line margin.”

Crothall stresses that it’s not all doom and gloom, with a recent report from 56 Degree Insight highlighting that the domestic travel market – which provided a lifeline to the industry during the period when international tourists couldn’t visiting the UK and Brits couldn’t travel abroad – is looking even more robust than it was at the beginning of this year. While the index released in January found “a great deal of uncertainty” around whether Scots would be taking a holiday this year, with only 35 per cent of those surveyed having booked at that stage, that had risen to 57 per cent by late April. “There are increases in the likely destinations of these holidays from January,” the report states, adding that “in the case of home holidays [there had been] a nine percentage points increase from 35 per cent to 44 per cent anticipating a Scottish staycation”.

One of the parts of the country set to benefit from both that trend and the influx of overseas visitors is the Highlands and Islands. Thanks to marketing initiatives like the North Coast 500 (NC500), the region is top of most holidaymakers’ must-visit lists, while the so-called Outlander effect has seen fans of the television show descend on the Highlands to visit filming locations such as Glencoe and the Highland Folk Museum. Anna Miller, head of tourism at Highlands and Islands Enterprise (HIE), says there’s a “sense of optimism” about this year’s tourist season, with a “strong pipeline of demand in place”.

“All in all the industry is feeling very buoyant about what this year will look like and there’s been a lot of discussion about bouncing back very strongly,” she says. “If we haven’t improved on where we were in 2019 we’re getting close to it. Appetite for Scotland remains very strong and a quarter of people responding to the tourism index said the Highlands and Islands would be their destination of choice.”

As is the case across the sector as a whole, recruitment remains an issue for tourism businesses operating in the Highlands, with employers having to factor in flexibility as well as pay levels when trying to attract staff. Another problem for the Highlands and Islands is that in some ways the region has been a victim of its own success. Prior to the pandemic some towns and villages along the NC500 were struggling to deal with the number of visitors the route has attracted in the absence of enhanced infrastructure along the way, while attractions such as the Fairy Pools on Skye became notorious for being over-run with tourists, traffic and litter. 

Miller says HIE is trying to avert that becoming a problem again by finding ways to “disperse” visitors from known hotspots by encouraging them to visit lesser-known attractions too. “We are so lucky that we have these icons that are so well recognised and in many ways we are so privileged, but it’s how we work with out communities and our destinations so the whole region can benefit,” she says.

At the other end of the country, the South of Scotland Destination Alliance (SSDA) is using the fact that the Scottish Borders and Dumfries and Galloway offer a much less saturated visitor experience to the Highlands and Islands as a selling point, with the region adopting the slogan ‘Scotland Starts Here’ to try to get this year’s tourists to stop off rather than just travel through the area.

“Last year Lonely Planet named the Scottish Borders as one of the best places in the world to visit and we’re using that to build confidence, to help us tell our story as a region and to change some mindsets,” says David Hope-Jones, chief executive of SSDA.

“The South of Scotland’s market share in terms of visitors remains low but we’re working with the travel trade to raise awareness of what we have to offer. We’re on the right side of the tracks around slow tourism and environmentally aware tourism, and we have lots of history – it’s about telling that story. The South of Scotland has a huge amount to offer and as other regions start to reach saturation the appetite for the south, with its freedom and fresh air, will grow – and we’re in the fortunate position of being able to learn from others. The North Coast 500 has been a fantastic marketing achievement in the sector but, however you measure it, it’s had a serious impact on communities and infrastructure. That’s a key learning point for us.”

Not everything is going to be plain sailing. Crothall warns that ongoing issues with ferry services are casting doubt over how strong the recovery in Scotland’s islands, where local economies rely on the boost tourism brings in the summer months, will be. “When you look at island destinations there’s strong demand, which is great, but there’s real frustration that you can’t get there because of inconsistencies in ferry resilience as well as a new ticket-booking system that is causing problems,” he says. “There’s a lot of reference to lifeline services but lifeline is also a business enterprise and tourism is a dominant part of that.”

At the same time, concerns have long been raised about the impact local tourist taxes, which are to finally become a reality after the Visitor Levy (Scotland) Bill was introduced last month, could have on visitor behaviour. Along with new legislation around short-term lets, which enables local authorities to put in specific controls around Airbnb-style lets – something only City of Edinburgh Council has so far taken advantage of – and from October will require all holiday rentals to be licensed, the bill has proved controversial.

The Association of Scottish Self-Caterers in particular has been a vocal opponent of the short-term let legislation, stressing that family-run B&Bs in remote areas should not be treated in the same way – or face the same cost burdens – as large-scale letting businesses in city-centre locations. Crothall, meanwhile, says the tourist levy is tricky in part because the fact it has been framed as a tax is “extremely damaging for Scotland’s reputation as a desirable tourist destination to domestic and international visitors”. Both he and VisitScotland chief executive Malcolm Roughead stress that, if the bill is passed, it is vital that all the money raised via levies is both locally controlled and ploughed back into the tourism sector.

With the bill only just lodged it is likely to be some time before the rules around visitor levies are ironed out, something that will create ongoing uncertainty in the sector. Yet despite that, and despite the challenges that remain post-Covid, Roughhead says there are still plenty of reasons to be optimistic.

“There is a real desire and demand for our world-class offering, particularly from important markets such as North America,” he says. “These visitors tend to stay longer and spend more, which helps support the visitor economy. Already this year we’ve seen the return of new direct air routes from the USA, Canada and China, which will make it easier for people to get to Scotland.

“In terms of experiences, Scotland is famous for its breathtaking scenery and rich culture and those assets attract visitors from across the globe. A particular highlight for this year is the 2023 UCI Cycling World Championships, taking place in Glasgow and across Scotland. An estimated one million spectators are projected to attend the biggest cycling event ever, while broadcast, media and social media coverage of the event will put our cycling tourism proposition front of mind with visitors. This summer we can also look forward to another great programme of music and cultural events including the world famous Edinburgh Festivals.  

“While it’s still a very challenging time for visitors and businesses due to the pressures of the cost of living and doing business, appetite to visit Scotland is strong. It’s in everyone’s interests that tourism recovers as the impact spreads far beyond the industry itself – it benefits our economy, our community and our wellbeing.”

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Scotland's Economy

New group to enhance tourism and hospitality sector.

August 22, 2022 by Ivan McKee MSP No Comments | Category Economy , Hospitality , Tourism

I am all too aware of the challenges that have faced the Tourism and Hospitality Sector over the last couple of years. A global pandemic, Brexit and the cost emergency have brought a variety of different obstacles for the sector and for a lot of businesses, it has been a very difficult time dealing with the consequences.

In March 2020, the Scottish Tourism Emergency Response Group (STERG) was set up – made up of public agencies and industry leaders – to aid the response to the COVID-19 crisis and to provide emergency support to tourism and hospitality businesses across Scotland.

I would like to pass on my thanks to all those involved in STERG, it has proved invaluable over the past couple of years in helping deal with the immediate pressures of Covid and getting the tourism and hospitality sector back on its feet.

Moving forward, we must continue to focus on building a resilient, sustainable sector for the long term, which creates new, exciting opportunities across Scotland.

I am delighted to be co-chairing the new Tourism and Hospitality Industry Leadership Group, alongside Marc Crothall, the CEO of the Scottish Tourism Alliance. This new ILG will help us drive our ambition to be a world leader in 21 st century tourism and support the hospitality sector, in line with Outlook 2030 , our national Tourism Strategy.

It is essential that we are fully aligned with the National Strategy for Economic Transformation and that we provide businesses with the tools and support required to grow, as we cope with pressures such as the cost emergency.

I look forward to working with industry experts within the group to discuss how best we deliver on the ambitions of Scotland Outlook 2030 and our National Strategy for Economic Transformation, one of which the key priorities is to provide economic growth that significantly outperforms the last decade, so that the Scottish economy is more prosperous, more productive and more internationally competitive.

There will be an open process for interested parties to submit an expression of interest in joining the T&H ILG. Members will join as individuals, bringing their skills experience and sector knowledge to the Group.

Consideration will be given by a panel consisting of VisitScotland, Scottish Tourism Alliance and the Scottish Government. Members from a range of sectors and communities will be invited to join the ILG on a voluntary basis and the group is expected to convene at least four times a year, with the first meeting taking place in early November.

Diversity and inclusion is at the core of the ILG and expressions of interest from underrepresented groups including women, disabled people, those from black and ethnic minority communities, LGBTI+ people, and under 50s are welcomed.

Expressions of interest can be made from today on the VisitScotland wesbite.

Tags: economy , hospitality , NSET , pandemic , ScotlandOutlook 2030 , STA , STERG , tourism , VisitScotland

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How Scottish tourism is staying on track to a sustainable future 

The tourism industry is working withgovernment and communities to manage social and environmental impact

The Glasgow Declaration on Climate Action in Tourism, launched at last year’s Cop26 conference, has inspired more than 500 travel-related businesses to sign up to the World Tourism Organization (UNWTO) initiative.

Set within the framework of the One Planet Sustainable Tourism Programme, its goal is to increase sustainable consumption and production in the sector, ultimately halving emissions by 2030 and reaching net zero by 2050.

Of particular significance is the focus on five pathways: measure, decarbonise, regenerate, collaborate and finance – all in a spirit of collaboration.

It’s a mission statement being heard loud and clear in Scotland, with the national tourist board VisitScotland in the vanguard for positive change.

“Sustainable tourism is about maximising the positive impacts of tourism, such as how it creates jobs, sustains communities and enriches our wellbeing, while minimising its negative impacts, including challenges such as over-tourism and emissions,” says Malcolm Roughead, VisitScotland’s chief executive.

“The principle of responsible tourism is that we, the tourism and events industry, work with government, communities and visitors to manage that economic, social and environmental impact and respond together.”

According to Roughead, Scotland’s communities and natural and cultural heritage are central to the country’s attractiveness as a destination. He believes visitors are increasingly mindful of their impact on the world, socially and environmentally, which makes it imperative for the tourism industry to recognise that tackling climate change can not only reduce costs in the longterm and build resilience, but also help meet increasing consumer demand for responsible and sustainably focused businesses.

VisitScotland’s vision is for Scotland to develop as one of the world’s most economically, environmentally and socially sustainable destinations. There are, however, significant obstacles to overcome.

“The current crisis around the cost of living is a major challenge for tourism in the short term,” notes Roughead. “However, we’ve found behaviour change and affordability are among the main obstacles to overcome when looking at sustainable practices.

“Our own research shows there is a great deal of agreement on the importance of tackling climate change but limited willingness when it comes to changing future travel behaviours. Around two thirds of Scots say they’ll try to reduce energy consumption while on holiday, while less than a third feel green credentials are important when choosing accommodation.”

Roughead believes the industry needs to make it easier for visitors to choose more sustainable options, so this becomes the norm and isn’t something they must seek out. “The industry, we know, is aware of this and responsible tourism is a key focus. Our own research last year revealed this, with eight in ten businesses ensuring they operate as sustainably as possible, with seven in ten prioritising a reduction in their carbon footprint.”

VisitScotland has long been an advocate for regional and seasonal spread of visitors, promoting Scotland as a year-round destination and highlighting lesser-known destinations to ease pressure on ‘honey pot’ areas.

It manages the Rural Tourism Infrastructure Fund on behalf of the Scottish Government to improve the visitor experience in rural areas facing pressure on infrastructure or negative impacts due to rising visitor numbers. To date, £14.5 million has been awarded to 60 projects across Scotland, including Doune Castle, Glenfinnan Viaduct and parts of the Fife Coastal Path.

Through Destination Net Zero, a partnership programme between VisitScotland and Scotland’s Enterprise agencies, it is also engaging directly with the industry on transitioning to net zero.

Despite such initiatives, Roughead admits more can be done by tourism businesses.

“Our research shows attractions and activity providers are making progress on moves to become net zero but we must acknowledge there are barriers. For many it comes down to cost, the practical constraints to make changes to a property and the limitations of the business.

“Our sustainable fact sheets offer businesses advice and guidance to make changes that could bring both financial and environmental benefits down the line. Businesses can also consider joining a green scheme by organisations such as Green Tourism or Green Key.”

With challenges come opportunities and Roughead is personally optimistic the future of tourism in Scotland can be both successful and sustainable. “Absolutely! There’s no doubt tourism is going through one of the most challenging times in living memory, however the industry is resilient and there is a general acceptance we all have a duty of care to protect the natural, social and cultural assets so vital to Scotland’s brand and its future prosperity.

“There is a real opportunity now for both businesses and visitors. I firmly believe embracing responsible tourism and events makes our country a better place to live and visit. Scotland is recognised on the global stage as taking a leadership role on climate action in tourism and that means continuing to play a leading role in the development of Scotland as a globally recognised responsible destination.”

Four sectors making their mark

Going forrit.

Dominic Ryan

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Tourism in Scotland

Browse this section.

Scotland is a country of great natural beauty and strong heritage, with world-famous warmth and generosity. This makes Scotland a must-see destination. If you have a sustainable business or leisure tourism project in mind, we'll help you invest, set up and succeed in Scotland.

Photo credit: VisitScotland / Kenny Lam

Did you know?

Scotland consistently outperforms the rest of the UK in attracting visitors to its tourist attractions. New draws such as the North Coast 500 and the 'Outlander effect' join established attractions, putting Scotland on the world’s bucket list.

Destination Net Zero

Scottish Government is supporting tourism businesses and destinations in Scotland as they transition to a greener, more sustainable, net zero future.

£1 billion Dundee Waterfront project

An investment opportunity to transform the waterfront in one of the world’s coolest, aspirational cities.

£185 million Diageo investment

This investment is the biggest ever in the whisky tourism sector. Diageo aims to transform its Scotch whisky experience and improve sustainability across its visitor centre network.

Scotland welcomes you

Scotland offers its visitors a unique tourism menu, with a mix of ingredients. Think rich heritage and history, diverse leisure, sporting and cultural attractions, delicious food and drink, stunning areas of natural beauty and vibrant, cosmopolitan cities. 

And once visitors experience Scotland, they can't wait to come back. Watch our video for a glimpse of what Scotland has to offer.

Tourism opportunities in Scotland

Leisure tourism, global leader in mountain biking and cycling.

Did you know Scotland has twice been named the best place in the world to mountain bike? Or that Fort William is the home of the UCI Mountain Bike World Cup?

Scotland's facilities and trails are in constant demand by thousands of businesses and consumers each year. From families who enjoy a leisurely ride to adrenaline junkies performing stunts, tourists are drawn to explore the country’s trails, tracks and purpose-built trail centres. And with easy access to a network of exhilarating, challenging terrains and wild, untamed landscapes, Scotland’s untamed back country, hills, glens and forests offer a spectacular background to rival any country in the world.

Scotland is a four-season destination, providing year-round opportunities, so visitors come for more than the mountain biking and leisure cycling. The experience is interwoven with the Scots’ warm welcome, a rich culture and heritage to explore and a vibrant food scene to complement our national drink, whisky.

Growth of whisky tourism

Whisky is Scotland's national drink and our biggest export, enjoyed across the globe as well as right here in Scotland. Skilled distillers take pure water from crystal-clear streams and plump, golden barley from the fields and transform them into a precious spirit, which is then poured into oak casks and tucked away to mature.

Many of our 100 active distilleries, spread across five whisky regions, offer fascinating tours and ‘whisky tourism’ has now hit an all-time high, with distilleries welcoming over two million visits from tourists in 2018. Indeed, distillery visits have grown by 56% since 2010, and this is quickly becoming a key leisure sector in Scotland.

Diageo has committed £185 million investment to transform its Scotch whisky visitor experiences in the biggest programme ever seen in Scotland’s whisky tourism sector. The centrepiece of the investment will be a new state-of-the-art Johnnie Walker immersive visitor experience opens in a new window bringing to life the story of the world’s most popular Scotch whisky and creating a unique welcome for millions of Scotch fans around the world.

The home of golf

With a legacy that spans six centuries, there is no finer place to play a round of golf than the country that gave the game to the world. Tourists in Scotland are spoiled for choice with over 550 fantastic courses to play, including links, parkland, and heathland courses, and everything else in between.

Scotland also offers the perfect opportunity to see some of the world's most prestigious tournaments being played out. Scotland regularly hosts The Open Championship and the Ricoh Women's British Open, among many others.

Rory McIlroy, Tiger Woods and Jack Nicklaus – among scores of other top golfers – have all played here and many of Scotland's most prestigious courses were designed by golfing legends.

Business tourism and events

Would you be surprised to know that business events currently represent 20% of all tourism expenditure in Scotland, with delegates typically spending more than leisure visitors? This is indeed big business, particularly in the life sciences sector, as Scotland is home to Europe’s largest cluster of scientists working in life sciences. Our bio-revolution is attracting unprecedented numbers of international meetings, incentives, conventions and exhibitions (MICE) to Scotland.

In fact, Scotland's eight cities currently attract 410,000 international business tourists every year, beating off competition for MICE business from the likes of Vienna, Barcelona and Sydney.

Glasgow has a great track record for hosting high-profile international events, including the United Nations global COP26 climate summit in 2021 - the biggest international summit the UK has ever seen.

Picking the right destination is key to planning successful (and memorable) events and the good news is that Scotland has lots of fantastic destinations to choose from.

Outside our cities, you’ll find show-stopping venues, such as castles and country estates in glorious surroundings, which are perfect for incentive activities. Add to that sumptuous gala dinners and places of industry and academic learning, such as Stirling, which are pioneers in many industries.

Accommodation and hospitality

Invest in Scotland and you’ll find a strong, growing accommodation sector which continues to attract leading brands and operators from across the globe. Scotland has attracted some of the largest global hotel groups such as Hilton, Marriott, Accor, IHG and Radisson hotel group.

These internationally recognised hotel chains have seen long-term success in Scotland and have announced ongoing expansion schemes to launch new brands across the country, such as the UK’s second W Hotel in Edinburgh. With announcements from international Operators new to Scotland, such as Europe’s first Virgin Hotels, Hyatt, Yotel, Dalata and many more, Scotland is certainly open for business.

Scottish cities are building on the success of world-class events and major infrastructure projects. The strength of the business and leisure tourism markets in Scotland’s cities drive year-round occupancy and high room rates. The demand for additional accommodation presents significant opportunities for providers, developers and investors. 

From Edinburgh’s year-round tourism economy, to Glasgow’s UK-leading MICE market, Inverness' new hotel boom and Dundee's £1 billion investment in the waterfront area, Scotland’s cities offer a diverse range of options for development. 

Edinburgh saw the highest level of investment in hotels of any city outside of London in 2021, with 11 deals worth around £260 million.

Source: Knight Frank, UK Hotel Capital Markets Investment Review 2022 opens in a new window  

Why Scotland is the ideal home for your tourism business or development

An award-winning destination.

Whether you’re heading to Scotland from London, Europe or the rest of the world, you'll find us well-connected for business and leisure travel and you'll receive the warmest of welcomes. In fact, Glasgow was recently voted 'friendliest city in the world' by Rough Guide opens in a new window  readers. And Edinburgh was voted second in the world for quality of life, in a recent  Deutsche Bank study opens in a new window .

Glasgow has been crowned the world's leading festival and event destination by the  World Travel Awards opens in a new window , beating competition from London, Singapore, Rio de Janeiro, Sydney and Cape Town. The European Commission crowned Glasgow the UK's top cultural and creative city. It's a city bursting with energy, passion and creativity - brimming with artists, designers, creators and innovators. 

Access the skills and talent you need

Over 50% of our working population has further education giving Scotland a high-quality talent pool with the right skills and experience you need to grow your business, both now and in the future. 

Language and communication capabilities are one of Scotland's strengths with our strong multilingual workforce speaking 170 languages, allowing you to access the language skills you need.

Scotland is committed to creating a fairer society for the benefit of our business base, the economy and for long-term sustainable growth. Your business operations in Scotland will run smoothly thanks to notably low staff turnover rates, which will make it easy for you to employ and retain staff.

Scotland is, of course, famous for the friendliness of its people, so you can be sure that your workforce always offers the warmest of welcomes.

More about Scotland's people, skills and recruitment  

Benefit from ongoing support

We will ensure that you are supported before, during and after you locate in Scotland. We aim to make it quick and easy for your business to settle in Scotland. We will help you to identify premises, partners and investment opportunities, recruit staff and access funding to upskill them, develop new products and services, and access growth capital.

More on how we can help  

You might also be interested in

Action on climate change.

The transition to net zero emissions opens huge opportunities to innovate and grow your business in Scotland. Discover how Scotland is playing its part.

Capital investment opportunities

Our clear planning, reliable regulation and market-leading rates means Scotland’s commercial property opportunities are open to you.

Edinburgh's city centre regeneration

Built in Edinburgh’s historic city centre, St James Quarter is leading the way as a sustainable destination of choice.

If you have a question about tourism opportunities in Scotland, our team of advisers can help.

Phone: +44 300 013 2734 opens in a new window  

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• Travel, Tourism & Hospitality

Leading regions for tourism jobs in Scotland 2022

Leading regions for tourism employment in scotland in 2022.

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November 2022

United Kingdom (Scotland)

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Discover the winner of Scotland’s Greatest Escape 2024

An island getaway has been awarded the coveted title by a panel of tourist industry experts

The Broch on the Isle of Harris – a three-storey drystone building with a turf roof, inspired by Iron Age structures – has been crowned the 2024 winner of Scotland’s Greatest Escape (a Red Sky Production for BBC Scotland), awarded the coveted title by a panel of tourist industry experts.

At the grand final filmed in the East Neuk of Fife, presenter Grado invited the seven category finalists to a special gathering while the Scotland’s Greatest Escape judges - Fiona Campbell, Vanessa Kanbi, Masood Khodadadi, Zakia Moulaoui Guery, Stuart Kenny, Raj Gill and Head Judge Marina Huggett – deliberated over who should win the coveted title.

Situated on the Borve Lodge Estate, Scotland’s Greatest Escape 2024 winner The Broch was created by owners, husband and wife Adam and Cathra Kelliher who bought the estate in 2007. The impressive building took three years to create and won the ‘Unique and Unusual’ category which kick-started the eight-week series. The couple also own Taransay, the UK’s largest uninhabited island.

The Kelliher’s are delighted The Broch won. “It feels completely surreal!” admits Cathra. “What started with an application that we didn’t think would even be picked off the slush pile, ended up with us winning - we can’t believe it. The process kept us on our toes…to have won, well, words can’t really describe it.”

Adam adds: “It’s a mixture of exhilaration and disbelief. All the other entrants were of a very high calibre, and it would seem that any of them could have grabbed the top spot, so some deep humility too.”

For Adam, The Broch is alluring to visitors: “It’s the first broch to be built in Scotland for 2,000 years - it is a unique building in one of Scotland’s most exquisite landscapes. We are proud of the service levels we can deliver and we have an incredible team of dedicated staff who really care about getting it right, with a fanatical attention to detail. And, in terms of the landscapes, Harris speaks for itself – it’s one of the last great wilderness areas of Europe, a true coastal paradise.”

Cathra adds: “The Broch stands up over Borve Valley and everyone passing looks up to see this magnificent and extraordinary structure, literally, towering up. But at the same time it just blends into the landscape.

“My father - originally from Lancashire - came walking here [the Isle of Harris] when he was 17 and lost his heart to the island. He brought us up here at every opportunity and, in 1985 when I was 16 years old, he bought Borve Lodge Estate. Adam and I have been coming here together ever since we met and our four children have all grown up feeling very at home here.”

Scotland’s Greatest Escape Head Judge, Marina Huggett, believes The Broch is a very worthy winner of the prestigious title: “From the monumental exterior structure, with its stunning architecture, influenced from Iron Age Brochs to the inspired detailing of the high-quality interiors, the overall aesthetic is faultless.

Marina says: “Geographically, The Broch is an escape in every way. Harris is a very special place: home to some of the best beaches in the country and a wild rugged coastline. The views from The Broch are both spectacular and breath taking, whatever the weather. The customer experience is exceptional – very subtle, but with care and attention on each step of the customer journey. There is a clear intention to go above-and-beyond to deliver a tailored and unique stay that will be remembered forever.

“The key drivers for the business are its sense of place within the community. the use of local produce and products, employment of local people and sustainability. The judges were unanimous in how impressed we were with the overall excellence of this escape. The Broch at Borve Lodge Estate epitomises everything that you would want to see in the winner of Scotland’s Greatest Escape.”

Presenter Grado adds: “I’ve been to 21 of the most amazing escapes that Scotland has to offer and I can honestly say that I’ve made memories that will live with me for the rest of my life.”

From the Western Isles to East Lothian, Sutherland to the Mull of Kintyre, Dunblane to Fife and Argyll the search to find Scotland’s Greatest Escape visited some incredible getaways. Each week, two expert judges visited three different holiday locations from seven categories – ‘Unique & Unusual’, ‘Luxury’, ‘Budget Friendly’, ‘Lochs, Glens & Bens’, ‘Foodie’, ‘Adventure’ & ‘Island & Coastal’ - scoring the destinations on four key criteria: accommodation, activities on offer, customer service and overall experience.

For Cathra and Adam, one of the highlights of the series was meeting the other Scotland’s Greatest Escape finalists. Says Cathra: “It was an unexpected joy! It was wonderful to meet the other fascinating owners and managers and to learn about their fantastically creative properties in so many incredible parts of Scotland. What we experienced was a sense of partnership and real interest in each other’s ventures. We have kept in touch since and plan to join forces to create options for guests to savour our different offerings. Adam and I keep an eye out with great interest, on the other properties and very much hope to visit them all. They are all incredible.”

Adam agrees: “Obviously, all the finalists had very different offerings and we were a pretty diverse tribe. But, to me, we felt like kindred spirits. Binding us all together was a shared vision - we are all in Scotland’s hospitality sector and are all trying to do something a bit different (and really remarkable) in this beautiful country. We have all kept in touch since and I am pretty sure that we will all be seeing each other again soon, to sample each other’s escapes.”

Narrated by Dawn Steele, Scotland’s Greatest Escape the full eight-part second series - made by Red Sky Productions for BBC Scotland - is available to view on BBC iPlayer.

The seven Scotland’s Greatest Escape finalists were:

• The Broch At Borve Lodge Estate, Isle Of Harris (Ep1, Unique & Unusual)
• Cromlix, Dunblane (Ep2, Luxury)
• The Bus Stop (Ep3, Budget Friendly)
• Glenorchy Farm, Dalmally (Ep4, Lochs, Bens & Glens)
• Lindores, Fife (Ep5, Foodie)
• Benmore Estate Island Pods, Isle Of Mull (Ep6, Adventure)
• Duisdale House, Isle Of Skye (Ep7, Island & Coastal)

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Scotland’s tourism stars celebrated at Perthshire holiday park

MSP Murdo Fraser helped fly the flag for Scotland's tourism industry this week when he visited a popular Crieff holiday park during Scottish Tourism Month note-0.

Mr Fraser was at Braidhaugh Holiday Park which sits alongside the River Earn and takes a special pride in its work to help protect the area’s rich and varied wildlife.

The MSP, who represents the Mid Scotland and Fife region, was a guest of Largo Leisure which owns six highly regarded holiday parks in Scotland.

He was met by group operations director Alison Watson who took Mr Fraser on a tour of the park’s grounds with the company’s Steven Willett and Joseph Comrie.

On the itinerary was a secluded area of the park on which 14 new luxury holiday homes are being sited as part of the company’s continuing investment in its guest facilities and accommodation.

The 50-plus pitches in total on the park also include top-end glamping pods with fire-pits, plus facilities for campers and the owners of touring caravans and motorhomes.

There are also holiday homes to own, and which can be used for breaks and longer stays throughout the four seasons, and are popular with families from both sides of the Scottish border.

David Bellamy Conservation scheme

Alison Watson told Mr Fraser how Braidhaugh worked closely with the David Bellamy Conservation scheme to help sustain the many animal, bird and plant species in its grounds.

The park’s work includes the planting of native trees and hedgerows to provide wildlife habitats, and maintaining areas of wild flowers on which honey bees and butterflies can forage.

Mr Fraser, a former deputy leader of the Scottish Conservative party, was also shown the park’s five-star amenity block with power showers, and its popular Riverside Café.

Alison Watson said that she and the park’s team were delighted that their MSP was able to take time out to celebrate Scottish Tourism Month at Braidhaugh.

“Murdo Fraser clearly recognises the importance of tourism to rural Scotland, and is aware of the many challenges as well as opportunities faced by businesses such as ours,” she said.

“I know that many other businesses in the Crieff area benefit from the spending of our guests, and which in turn supports the jobs they provide – and we are very proud of this.

“Interest in the type of away-from-it-all holidays we provide is extremely strong, and we are grateful for the backing and encouragement of our MSP," added Alison.

Mr Fraser commented: “I thoroughly enjoyed my visit to Braidhaugh Holiday Park. Tourism is vital to the Perthshire and Scottish economy and it is important that is supported.

“Braidhaugh Holiday Park plays a role in helping our tourism industry in Perthshire,” he added.

Scottish Tourism Month is designed to put the spotlight on the country’s hospitality and tourism industries, and the way in which they sustain rural economies.

Mr Fraser paid his visit to the park during March’s Scottish Tourism Month which is supported by the British Holiday & Home Parks Association of which Braidhaugh is a member.

According to a recent independent economic survey, said Alison, the parks sector to which Braidhaugh belongs generates just over £991 million in visitor expenditure each year in Scotland, and supports almost 18,500 FTE jobs.

There is more information about Braidhaugh Holiday Park at www.largoleisure.co.uk , and the findings of the recent economic survey can be read at www.ukcca.org.uk

Arival Activate | Edinburgh

Travel experiences sector conference coming to scotland.

Scottish tourism businesses are invited to attend Arival Activate | Edinburgh.  

Arival Activate is a major event for the travel experiences sector. The event marks the first of its kind and focuses solely on the Northern European market.

The event takes place over two-days, 23 – 25 November in Edinburgh.

Incorporating our capital city, and our world-class attractions, tours and experiences is a key part of the event programme.

It's important, when working with partners that we share the same common goals. By working with operators within the travel experience sector across the city, and surroundings regions, Arival is committed to enhancing community, sustainability and the positive economic benefits of this event event.

Arival Activate taps into the latest insights, provides expertise, and offers networking opportunities with leading tour and attraction operators.

What to expect from the conference:

Industry insights.

sessions feature exclusive insights on traveller data and trends from the latest Arival research. Hear about the newest intel on technology and AI and engage in powerful discussions with industry leaders

Breakout sessions

whether you're new to digital tools or looking to scale your business, these sessions are designed to meet your specific needs. Learn about foundational best practices to advanced strategies for scalable growth.

Operational and marketing workshops

VisitScotland have partnered with Arival to present our Get Connected! workshop that focus on tourism, distribution, and marketing best practices.

Industry experts and speakers

they'll explore first-hand topics like guest experience management, experience design, marketing, technology, how to recruit guides, and more.   

organisers of the event are expecting over 400 attendees to attend. There's a huge opportunity for Scottish tourism businesses to create meaningful connections with peers, technology innovators, and major distributors.  

Event details

Date: 23 – 25 November 2024  

Venue: Venues across Edinburgh and the EICC, Edinburgh, Scotland  

Cost : The cost to attend this conference ranges between £499 - £999 depending on the size of the company and the time of registration.

Take a look at the full programme, which is jam packed to ensure a brilliant experience not only learning but making valuable connections.

As well as two full days of sessions, both around Edinburgh and within the main conference venue the EICC, there are many opportunities to get acquainted with industry peers through the social networking activities, the welcome party and Edinburgh shindig - are a must!

As a supporting partner at the event, Scottish tourism business will be offered a 20% discount, by using the promotional code VSEDI20X when registering. 

The Early Bird ticket price is available now. 

Colleagues from VisitScotland who attended the Arival 360 Berlin event. 

Free webinar | US and Europe traveler trends for 2024: Leveraging insights ahead of the summer season

Tuesday 30 april at 2pm. .

Scottish travel experience businesses are invited to join this free webinar presented by Arival in partnership with GetYourGuide.  

Gear up for the upcoming summer season with a comprehensive exploration of the latest consumer trends for in-destination experiences (tours, activities and attractions).  

Join Arival CEO, Douglas Quinby and Anna Cashman, Brand Lead at GetYourGuide, as they present the key insights from GetYourGuide's "Travel Experience Trend Tracker" report and Arival's "2024 Experiences Traveler Outlook".  

Gain valuable perspectives beyond consumer spending habits as we discuss the driving forces behind these trends. This not-to-be-missed webinar is free to join live and if you can't attend, register to receive the on-demand recording. 

What is Arival? 

Arival provides global research and development of in-destination experiences. This includes day tours, activities, attractions, and events. Arival events are regionally focused conferences designed to foster interactive learning, peer-to-peer sharing, and intimate networking opportunities.   

Find out more on their website Arival.

Related links

Digital skills, online travel agents, understanding the online user journey, why digital marketing is so important for business.