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Visit Scotland | Alba

Latest research into the UK and Ireland markets and how COVID-19 is impacting plans to visit Scotland

Explore UK consumer research undertaken since March 2020 to examine the impact of the Coronavirus (COVID-19) pandemic.

In this section:


UK consumer sentiment and intentions tracker

The national tourist boards within Great Britain have commissioned tracking research to measure UK residents' holiday intentions. 

The original tracking was in place from the end of May 2020 until May 2022. Due to the ongoing requirement to understand consumer intentions, additional tracking will take place during June 2022 to Spring 2023. From June 2022, UK level reports will be available monthly with a Scotland specific report being available every 10-12 weeks. 

Topics this research covers:

Consumer confidence

Holiday intentions

Trips taken

Planned trips

Latest reports

The visitor experience in Scotland 2021

In addition to measuring UK and Scot residents holiday behaviours, we have also undertaken research with VisitScotland customers who took a holiday or short break in Scotland since the re-opening of tourism on 26 April 2021.

The aim of this research is to provide consumer insights to enable VisitScotland to continue to support the recovery of the tourism industry and focus on sustainable growth that will enhance the positive benefits of tourism for all. ​​

The research was conducted via an online survey with VisitScotland UK and Ireland customers to explore their travel decision making and behaviours and future holiday intentions.

This audience received marketing communications from VisitScotland, used the website or engaged with VisitScotland via another channel.  Many are loyal and repeat visitors to Scotland. It is therefore not representative of all those who may have taken holidays or short breaks in Scotland in 2021.

Fieldwork was carried out between 27 January and 21 February 2022 and 2,534 online interviews were conducted. Independent research agency Progressive Partnership Ltd conducted the fieldwork and data analysis. ​​

For further information on the research featured on this page please email [email protected]

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