Domestic Tourism in Scotland Sees Growth, Sparking Optimism

New statistics indicate a significant increase in domestic tourism to Scotland, fostering a sense of optimism within the industry. According to data from the latest Great Britain Tourism Survey, released by VisitScotland, there were 7.7 million overnight trips to Scotland, generating a remarkable £2.8 billion in visitor spending during the first three quarters of 2025. This marks an increase of over one-fifth compared to the same period last year.

During the same timeframe, Scotland also recorded 63.8 million day visits, contributing an additional £3.1 billion to the local economy. Domestic tourism remains a crucial aspect of Scotland’s tourism landscape, as visitors from Scotland, England, and Wales tend to travel throughout the year, exploring various regions of the country. This behaviour significantly supports local businesses and communities.

Government and Industry Leaders Respond

Richard Lochhead, Minister for Business, expressed satisfaction with these figures, stating, “These figures demonstrate Scotland’s continuing attraction to domestic tourists and are a vote of confidence for our innovative, resilient and dynamic tourism and hospitality businesses, which make such an important contribution to the economy.”

He highlighted that despite the ongoing cost-of-living crisis, both the number of domestic visits and the associated spending in Scotland have increased compared to the previous year. This growth is notable as it outperforms trends observed across Great Britain, reflecting the strength of the tourism sector as the country approaches the New Year.

Vicki Miller, Chief Executive of VisitScotland, added, “As the only GB nation to record growth in overnight trips during the first three quarters of 2025, these new figures signal a welcome increase in confidence in Scottish tourism.” She emphasized the importance of viewing this news with “cautious optimism,” noting that interest in Scotland’s diverse offerings remains strong despite economic challenges.

Focus on Domestic Tourism Initiatives

Miller further discussed the vital role of domestic tourism, not just in terms of visitor numbers and spending but also for the sector’s overall resilience and sustainability. “Reinvigorating domestic tourism remains a top priority for VisitScotland,” she noted.

In 2025, VisitScotland has launched various campaigns aimed at encouraging day trips and has collaborated with partners such as Expedia and Tripadvisor to effectively engage the domestic audience. The organization has also leveraged social media and influencer marketing to drive strong results and enhance visibility.

Through these focused marketing efforts, VisitScotland aims to promote Scotland as a year-round travel destination, ensuring that all regions of the country benefit from a thriving visitor economy. As these statistics indicate, the renewed interest in Scottish tourism signals a positive trajectory for the industry, offering hope for continued growth and recovery in the months ahead.