On this page you will find two key pieces of research:
Coastal and seaside destinations are a vital part of Scotland’s tourism proposition. They attract visitors from within Scotland, from further afield in the UK, as well as from overseas.
The number of domestic day visitors to Scotland’s coastal destinations remained fairly stable. Both after and prior to the coronavirus (COVID-19) pandemic, they saw around 16 million visitors annually.
1.1 million
Domestic overnight trips annually to seaside and coastal locations in Scotland
£332 million
Domestic overnight spend
Source: Volume and value of domestic overnight visitors, Great Britain Tourism Survey, 2023
Published May 2021
In 2021, to support the Year of Coasts and Waters, we commissioned YouGov plc to investigate UK consumer attitudes. The research found that many UK adults feel that being near water has several benefits to their health and wellbeing.
80%
Of people felt being near water had a general calming effect
73%
Of people experienced reduced stress levels
65%
Of people saw a reduction in anxiety and depression
51%
Of people felt being near water helped their sleep
Source: YouGov plc UK Consumer Omnibus for VisitScotland, May 2021 Total sample size was 2103 adults. Fieldwork was undertaken between 19 and 20 May 2021. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
Published May 2021
The latest strategy was launched in 2020. It focuses on marine tourism, its role within coastal and island communities, and the benefits it can bring.
Read the full strategy on scottishtourismalliance.co.uk