National and international markets
The UK remains our biggest market and is of great importance to us, representing 80% of overnight trips and 57% of overnight tourism spend (2019). We market Scotland to this domestic holiday market. In doing so, we base our strategy on wide-ranging and detailed consumer information.
International markets are also extremely important to Scottish tourism. They deliver considerable value to the visitor economy.
Overseas visitors tend to stay longer than domestic ones and their total expenditure during their visit is higher. 20% of the total number of overnight trips made to Scotland in 2019 were by foreign visitors. But this share provided around 43% of total expenditure (2019).
Data for 2022 will be available in 2024.