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Scotland receives the most visitors from Great Britain and Northern Ireland, making up over 75% of all overnight visits in 2023. There is potential for growth from this market as these customers are more likely to travel in the quieter seasons and visit lesser-known areas of Scotland.
Take time to understand the UK market – why they want to come on holiday, and how these visitors plan and book their trip. Think about how you can adjust your marketing to reach them at the right time with the right product and increase your bookings.
The UK market is key for Scotland, accounting for over 3/4 of all overnight visits in 2023. The market also makes up over half of all nights in Scotland and just under half of the total money spent from overnight visits.
However, 2023 figures show a 10% drop in visits compared to pre-pandemic (2019).
Review the visitors from UK profile.
Please note that some data sources look at UK while others focus on GB, but all are indicative of the domestic market.
Total number of overnight trips by GB visitors to Scotland
Total number of nights in Scotland by GB residents
Total overnight spend by GB residents in Scotland
Average nights per visit by GB residents in Scotland
Source: Great Britain Tourism Survey 2023. Please note, these figures were amended in September 2024 due to a methodological review.
Rannoch Moor
Taking a break and getting away from it all are the key drivers for a UK resident to want to take a holiday – before they decide to come to Scotland.
Most visitors want to connect with nature and be outdoors, spend quality time with their family or friends, try something new and get away from it all.
UK visitors are motivated to visit Scotland by:
Think about how your current product covers these topics. Could you create something new to deliver in these areas, or expand your current product into these areas?
There could be an opportunity to partner with another business to launch a bespoke and immersive experience.
Examples could include:
*If you’re offering a joint package, please check if your product needs to meet the Package Travel Regulations.
Highlight on your website and social media channels how your sustainable practices help protect and preserve Scotland’s landscapes and nature. Go into some detail on how this supports the local community, and how their money is going to local suppliers.
Encourage use of public transport – make sure to list your nearest bus stop, train station and electric charging point, and timetables on your website and business listings. You could also offer a discount to anyone who arrives at your business using train, coach or bus.
On average, UK visitors start planning around 20 weeks before a trip (around 5 months) and booking 16 weeks in advance (around 4 months). You should factor this into your marketing and be promoting the right season at the right time to the UK market.
There were a greater number of UK visitors who plan and book within a month of their trip. Think about running last minute offers and deals for the next two months for this market – particularly for Scottish visitors who were more likely than the rest of the UK to consider this.
Scottish residents are more likely to plan and book within a month of travel.
Short stays of 1-3 nights were more likely to be planned and booked within a shorter time, while those staying for more than 7 nights started planning at least six months in advance.
Visitors who travelled with a family (children or others) were more likely to plan ahead than those without children.
Solo travellers were more likely to plan and book within just a month, while those travelling as part of a group (5+ people) tended to plan at least six months in advance.
The research saw no major difference between first timers and repeat visitors on how far in advance they planned, or between those with good knowledge about Scotland and those who knew little.
This means you should market further in advance to:
Consider offering last minute deals and encouraging longer stays to:
Almost half of UK visitors used an accommodation provider website to plan their trip, and 1 in 4 used the VisitScotland.com website.
Find out how to sign up for a free business listing.
First time visitors were more likely to book in advance, while repeat visitors and those visiting family and friends were less likely to do so.
In terms of visitor profile, these groups were more likely to book direct:
These groups were more likely to use an OTA or online marketplace:
Find out how to improve your website and other marketing channels and how to work with a distribution partner.
Experience businesses should also consider an online booking system which easily lets you manage customers who want to buy a ticket or access only on arrival.
Burrell Collection
Across all your marketing – your website, social media channels, listings and travel distribution information – include how your business is related to their interests or located near these types of attractions.
All businesses can talk about what else there is to do in the area and encourage UK visitors to make a day of it or stay longer in the area to see everything it has to offer.
Talk about nearby:
Find out how to market Scotland responsibly.
Give food and drink ideas and recommendations that may complement your business. UK visitors in Scotland mostly visited:
You could also consider setting up your own food and drink experience or partnering with another business who can help you deliver a quality experience.
Almost a quarter of UK visitors attended an event while in Scotland. Give ideas and recommendations for events and festivals throughout the year, particularly:
Over 60% used a private vehicle to get to their Scottish destination and travel around. Around 16% arrived via train, while 20% used public transport to move around Scotland, and 14% walked or cycled.
Make sure to list the nearest train station, bus stop and bus routes for your business to help people get around and provide parking with electric charge points. You should also find out and share what your nearest walking and cycling routes are.
