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Visit Scotland | Alba

Our UK market represents a significant proportion of the visitors Scotland welcomes each year. We aim to understand more about who they are, how they behave and their visit preferences. This can offer a real advantage to those in the tourism industry.

 

In this section:

  1. Annual domestic tourism statistics
  2. Changes to domestic tourism monitoring from 2020
  3. Domestic trip profile
  4. UK Segmentation

1. Annual domestic tourism statistics

Great Britain is Scotland’s largest tourism source market. You can learn more from the summaries and detailed reports covering the most recent domestic tourism statistics. We mainly source information from:

  • The Great Britain Tourism Survey (GBTS)
  • The Great Britain Day Visits Survey (GBDVS)

 

These provide volumes, values and characteristics of domestic overnight and day trips by GB residents.

Great Britain market infographic 2019

Published June 2020

Scotland market infographic 2019

Published June 2020

GB tourist 2019 annual report

Published August 2020

The Great Britain day visitor 2019 annual report

Published August 2020

2. Changes to domestic tourism monitoring from 2020

We reviewed the GBTS and GBDVS survey scope and methods in 2019. Doing so with our partner organisations, Visit England and Visit Wales, we made some changes that will:

  • Help future-proof the domestic tourism monitoring surveys
  • Provide greater consistency with information for other destinations

 

We will publish:

  • Data for 2021 domestic overnight trips in October 2022
  • Data for 2021 domestic day trips in December 2022

 

Read our update on Great Britain domestic travel statistics for more information.

Update on Great Britain domestic travel statistics

Published November 2021

3. Domestic trip profile

These short reports provide bite-size insight into trends in domestic overnight tourism and day trips.

  • Look at the travelling behaviour of visitors in different “life stages”
  • Browse three-year average data to present a more "typical" picture of visits

Domestic overnight trip profile 2017-19

Published June 2020

Domestic day trip profile 2017-19

Published June 2020

4. UK Segmentation

We use a segmentation model to understand and target UK consumers and inform our UK marketing strategies and activities.

Overview of our target segments

Published June 2014

Adventure seekers

Published January 2014

Curious travellers

Published January 2014

Engaged sightseers

Published January 2014

Food and culture lovers

Published January 2014

Natural advocates

Published January 2014

Dive into the survey data

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