Visit Scotland | Alba
Article published 14/08/2024

Recent feedback on demand for Scotland continues to be strong with a return to traditional planning and booking patterns. Plus, there are some new trends appearing.

There was strong return of international visitors in 2023, when most markets outperformed 2019 numbers. But demand for Scotland appears to be continuing to be strong through 2024.

In most markets, the travel trade are reporting that lead times have returned to longer pre-pandemic levels. This appears to be driven by returned confidence in travel. It also appears, in part, to be driven by travellers looking to be quick to act in the face of increasing flight and travel costs.

Find out more in our visitor survey.

In this article:

The importance of travel intermediaries for early bookers

Travel intermediaries (tour operators, travel advisors, travel agents, etc.) are a key source of feedback. They play a significant role at both the holiday planning and booking stages for Scotland visitors.

  • 68% of long haul and 55% of European visitors use some type of intermediary
  • most long haul and European visitors are beginning their holiday planning six months out
  • three in 10 longer haul travellers even say that they begin to plan more than a year ahead

There is consequently a good window of opportunity to influence the booking decisions and the type of Scotland experience they will have long before they travel.

In Germany, for example, major tour operators like Wolters and Dertour, are looking to capitalise on early bookers by being the first to get their brochures out into market.

Brochures are still important to the German market and are being printed much earlier than before. Tour operators’ own website and digital offerings, complement the brochures and allow operators to make the most of emerging short-term opportunities.

 

 

A table decked with tea, scones, cream, jam, and tulips in a vase

A table with scones at the Pocket House Studio. Credit: Chris Hammacott

Early contracting and the visitor levy

Local authorities in Scotland have been given a new power to introduce a visitor levy on overnight accommodation. The earliest that this is expected to be in operation is summer 2026.

However, news has reached our international markets and we have already had a few enquiries by operators asking how this will impact on their contracting.

After all, while some visitors are booking early, tour operators start even earlier. As a result of high demand and capacity constraints many operators are already working to contract rooms for 2026 and beyond.

 

We’ve been asked by Scottish Government to develop and publish statutory guidance for the visitor levy. The purpose of the guidance is to:

  • provide best practice for local authorities on the visitor levy

  • ensure the new discretionary power works for both businesses and communities

The guidance has been developed collaboratively with input from local authority and sector representatives through the Visitor Levy Expert Group.

The guidance will be published in autumn and more to come on our website.

Find out more about the Visitor Levy Expert Group

  • Whilst local authorities now have this power, many will choose not to implement a levy, and those that do, may not do so immediately.

    Edinburgh has indicated it’s planning to introduce a levy, pending public consultation, which is still to take place. Others are considering whether to do so.

    In the meantime, we would advise businesses to be ready with your rates for 2026 contracting discussions and to keep an eye on your local authority’s consultation process.

The new "coolcation" trend

In search of more affordable rates and availability outside the height of Scotland’s summer season, we’ve previously reported on more consumers spreading their trips into the earlier and later seasons.

Tour operators are also scheduling and promoting Scotland at quieter times to their clients. The benefits of visiting at these times are not only financial.

We’re beginning to see more reference made of travellers seeking out destinations, which can be seen as an escape from the increasingly hot temperatures of southern Europe and other places round the globe. This is known as a "cool vacation" or "coolcation".

Travel Weekly (US) recently wrote about the "coolcation" trend gaining traction. Virtuoso agents, also in North America, have reported a significant increase in the number of their clients choosing to visit Northern Europe, especially the Nordics. Reference to Scotland and Ireland was also made.

In Germany, Scotland is being included in new tour operator programmes that highlight the cooler north. Scotland was also included as one of four "cooler" destinations showcased by consumer magazine Glamour.

This trend will likely continue to grow with Scotland having a lot to offer in terms of fresh air and exhilarating experiences.

 

Two Dalmatians walk through a lavishly decorated hallway at Prestonfield House

Two Dalmatians at Prestonfield House. Credit: Prestonfield House

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