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With good connectivity from to Scotland all year round, the US is Scotland’s number one international market.
US visitors are high spenders, who stay longer and look for memorable experiences, with Scotland meeting their love of beautiful landscapes, history, culture and more. Read on for tips on creating the right marketable product for these visitors and help increase your bookings.
Aberfoyle Golf Club
© VisitScotland / Airborne Lens
There is a strong potential for Scotland to receive more US visitors than we do currently because:
Review the full visitors from the US profile.
Total number of trips by US visitors to Scotland in 2023
Total number of nights spent in Scotland by US visitors in Scotland in 2023
Total spend by US visitors to Scotland in 2023
Average nights per trip by US visitors to Scotland in 2023
Source: IPS, 2023 (numbers have been rounded)
If you understand what US visitors are looking for and when, you can tailor your products and marketing to better catch their eye and fulfil their needs.
When they plan and book
Factor this into your marketing and be promoting the right season at the right time to the US market.
When planning a trip to Scotland:
Tour operators such as:
Online travel agencies such as:
Find out how to work with travel distribution partners.
Over a third (36%) mentioned using the VisitScotland website when researching and planning their trip to Scotland.
Find out how to sign up for a free business listing.
How is your business connected, for example, to landscapes and nature or history and culture?
If you don’t currently cover these topics enough, could you create something new or expand your current product?
US visitors love unique and bespoke experiences. They are also one of the longest staying international markets and willing to travel further afield to experience the very best of our country. There could be an opportunity to partner with businesses elsewhere in Scotland, encouraging a trip between different locations. Remember to check if you do partner up, to follow the package travel regulations.
US visitors look for high-end accommodation options, including 4 or 5-star hotels that offer early check-in, and large rooms and beds. They also expect high levels of customer service.
Read more about how to set your standards and provide an excellent on-site experience.
You might not cover the key themes directly, but maybe you’re right next door to a natural attraction, an award winning restaurant or a golf course, making you the perfect place to stop after.
US visitors often have an interest in their ancestry - think about whether your location has a particular connection to a particular clan, castle or burial site.
39% of visitors were inspired by a film, TV or book featuring Scotland. Are you close to any filming locations?
US visitors like to enjoy a mix of different experiences - somewhere to eat and somewhere to stay, an activity or a cultural event to enjoy. Show how your business can be a part of an overall trip.
US visitors often start or ending their trip in Glasgow or Edinburgh. Highlight your proximity for direct flight routes and other major cities for in-direct routes.
List the nearest train station, bus stop and bus routes to help people get around and provide parking with electric charge points. You should also find and share your nearest walking and cycling routes.
Visitors from the US are interested in responsible tourism practices. Highlight your sustainable practices and go into some detail such as how this supports the local community, and how the money is going to local suppliers.
Many US visitors are open to travelling during the off-peak season. You should make sure to mention all the great things to do in your area during the quieter months, particularly for those key topics such as landscapes and history.
Find out what makes a good accessible website including key pages and booking systems, and how you can develop and improve this digital channel.
Find out how to use social media to share information about your business and inspire people to come and visit you.
Learn more about the ways you can promote your business through marketing and how to get started.
Promote Scotland online responsibly with sustainable activities, off-season stays, and eco-friendly travel benefiting communities and businesses.
Learn about travel distribution and how working with a partner can help to grow your business.
Check out our top tips for being online bookable, and find a list of potential booking systems to introduce to your accommodation business.
Find the right online booking system for your experience and make it easier to take and manage customer bookings.
Develop your active and outdoor business with dedicated articles, videos and case studies.
