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 2015

 

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

 

Rank Trips Rank Spend Country 2015 Trips
2015 Spend Market Share Trips Market Share Spend
1 1 USA   409,000     £391m   16%    23%
2 2 Germany   323,000     £175m   12%    10%
3 4 France   196,000     £118m     8%     7%
4 6 Netherlands   157,000      £76m     6%     4%
5 5 Spain   146,000     £105m     6%     6%
6 3 Australia   142,000     £126m     5%     7%
7 8 Canada     98,000       £66m     4%     4%
8 7 Italy     92,000       £71m     4%     4%
9 10 Poland     87,000       £20m     3%     1%
10 9 Irish Republic     78,000       £27m     3%     2%

 

Additional Markets of Interest

 

Rank Trips Rank Spend Country           2015 Trips
2015 Spend Market Share Trips Market Share Spend
28 28 Russia   15,000     £8m   0.5%  0.5%
19 27 India   32,000     £8m   1%  0.5%
14 11 China   48,000    £34m   2%   2%
11 10 Norway   77,000    £36m   3%   2%
15 16 Sweden   45,000    £24m   2%   1%

 

 

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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