International Markets


VisitScotland carries out research to better understand our international markets. The results feed into both marketing strategy and campaign planning. Our market priorities are based on a thorough comparative analysis of countries in terms of their outbound travel behaviour, holiday preferences, volume and value of visits to Scotland and direct access capacity.

 

VisitScotland has produced a series of fact sheets detailing consumer insights and statistics for key international markets.

 

Top 10 Inbound Countries to Scotland 2016

Please click on each country to read fact sheets for each International market.

 

Rank Trips Rank Spend Country 2016 Trips
2016 Spend Market Share Trips Market Share Spend
1 1 USA   451,000     £510m   16%    28%
2 2 Germany   355,000     £212m   13%    13%
3 6 France   152,000     £75m     6%     4%
4 3 Canada   149,000     £130m     5%     7%
5 20 Poland   138,000     £20m     5%     1%
6 4 Australia   132,000     £102m     5%     6%
7 5 Italy   123,000     £92m     4%     5%
8 7 Netherlands   115,000     £62m     4%     3%
9 15 Irish Republic    96,000     £25m     3%     1%
10 10 Sweden    89,000     £43m     3%     2%

 

Additional Markets of Interest

 

Rank Trips Rank Spend Country           2016 Trips
2016 Spend Market Share Trips Market Share Spend
17 22 India   34,000    £17m   1%  1%
16 12 China   41,000    £36m   1%   2%
12 9 Norway   82,000    £43m   3%   2%
11 11 Spain   89,000    £40m   3%   3%

 

Research is also available on Emerging Markets to Scotland such as; Malaysia, Brazil, Russia, and the Middle East.

 

 

Also available to download is a  topic paper which looks at the travel to Scotland by sea from our European markets.

 

PDF document Insights into Mode of Travel: European markets, travel by sea (1MB) published Aug 2014

 

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