Visitors from the UK

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.

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.

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

4. UK Segmentation

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