Scotland top choice for international visitors

International tourism in Scotland continues to outperform other parts of the UK, new figures have revealed. Covering the first six months of 2024, the Office for National Statistics latest figures for the International Passenger Survey (IPS) show, there were a total of 1,975,000 visits to Scotland from international visitors, an increase of 14% on the same period in 2023 and a rise of 46% on 2019.

Between January – June, international visitors spent almost £1.5 billion – up 2% on the same period in 2023 and 30% in 2019, in real terms, when adjusted for inflation.

European visitors were responsible for just over half of all trips during that period, followed by North American visitors who continue to show the largest growth in visits, a 54% increase on 2023.

Responding to the figures, Vicki Miller new CEO of VisitScotland said: “These figures show that Scotland continues to be a destination of choice for international visitors in 2024 and is still outperforming other parts of the UK. They are a testament to the strength of Scotland’s offering with visits and spend up on 2019 and 2023, which was a record-breaking year for international visitors. These visitors, who stay longer and spend more, are crucial to our industry and the visitor economy, supporting businesses and communities across the country. Scotland’s strong international recovery has been a result of the work carried out by VisitScotland, industry and partners to drive demand over the last few years.

“We must continue building on this across our key markets, inspiring both domestic and international visitors through the channels we know they use to drive the visitor economy, growing its value to Scotland.”

Salisbury Crags, Edinburgh (Photo: Credit VisitScotland – Kenny Lam).

Scotland summary for Q1 & Q2 2024 (January – June

• There were 1,975,000 inbound visits to Scotland, with a record number of visits in 2024 up 14% on the same period in 2023 and a rise of 46% on 2019. There were a record number of visits during in Q2 April – June 1,358,000.
• International visitors spent £1.5 billion, up 2% on 2023 and 30% on 2019 taking into account inflation. Of this, Q2 April – June saw a record spend of £1.2 billion.
• North America continues to show the largest growth in both visits and spend. Visits were up 54% on 2023 and 69% on 2019 during the first six months of the 2024 with spend 29% higher on 2023 and 48% higher on 2019 taking into account inflation.
• Please note – the Office for National Statistics are currently undertaking a QA review of International Passenger Survey data between 2019 and 2023. These figures may be subject to marginal change.
• Only Scotland nation level data is currently available. The Office for National Statistics is expected to publish a further regional breakdown in 2025.

VisitScotland 2023 Visitor survey – International visitors

• Over 80% of international visitors are likely to recommend Scotland as a destination to friends and family with this the top source of inspiration for visitors.
• 71% of European and 46% of long-haul visitors are likely to return to Scotland in the next 5 years.
• Over 70% of international visitors stayed in 2 or more places during their trip.
• Top drivers for taking a holiday in Scotland are landscapes and scenery, history and culture, outdoor activities, Scotland’s people and ancestral ties.

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor’s degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.