Visit Scotland | Alba

Overview

  • In 2023, Australia was Scotland’s seventh largest international source market measured by number of visits. It was fourth by expenditure and third by number of nights.
  • Australian visitors accounted for 5% of all overseas visits to Scotland and 6% of all overseas spend in Scotland in 2023.
  • 2023 saw a strong recovery by the Australian market, with visits, nights, and spend surpassing both 2022 and pre-pandemic levels.
  • Those who travel from Australia to Scotland are motivated to visit by our scenerey and history. Strong ancestral ties and family connections in Scotland are also a key driver for our Australian visitors.
  • On this page, we've highlighted information from a number of key sources as well as tips for targeting the Australian visitor.

In this article:

Key statistics

189,000

total number of visits by Australian visitors to Scotland in 2023

2.6 million

total number of nights spent in Scotland by Australian visitors in Scotland in 2023

£221 million

total spend by Australian visitors to Scotland in 2023

13.5

average nights per visit by Australian visitors to Scotland in 2023

Source: IPS, 2023 (numbers have been rounded)

1. Executive summary 2023

In 2023, Australia was Scotland’s seventh largest international source market measured by number of visits. It was fourth by expenditure and third by number of nights.

That year, Australian visitors accounted for 5% of all overseas visits to Scotland and 6% of all overseas spend in Scotland.

In 2023, the Australian market experienced a strong comeback. The number of visits surpassed 2022 levels by 123% and pre-pandemic levels by 27%. The number of nights and tourist spending also surged, surpassing both 2022 and pre-pandemic levels.

Source: IPS, 2023

Explore data and graphs going back to 2013 on tourismobservatory.scot

Profile of Australian visitors to Scotland

52%

of Australian visitors were repeat visitors to Scotland

84%

of Australian visitors toured Scotland staying in two or more places

26%

of Australian visitors were on a trip of a lifetime

42%

of Australian visitors were retired

Source: Scotland Visitor Survey, 2023 (leisure overnight visitors only)

2. Scotland Visitor Survey 2023

In 2023, we commissioned the Scotland Visitor Survey. The survey explored all aspects of the visitor experience in Scotland and allowed us to talk to visitors from specific markets, including Australia.

The scope of the survey was leisure overnight visitors only. The key findings on our Australian visitors can be summarised as follows:

  • Scotland’s scenery, history and culture are core reasons for choosing Scotland. Ancestral ties are also an important driver for visitors from Australia, followed by visiting friends and family in Scotland.

  • Outdoor activities are less of a driver for visitors from Australia compared to North European markets, but it is still a driver mentioned by one fifth.

  • Personal recommendations were a key source of inspiration, followed by digital resources. 36% of Australian visitors also stated that they were inspired by a film, TV, or a book featuring Scotland.
  • 63% used at least one type of travel intermediary for holiday planning (broadly this refers to travel agents, tour operators, online market places, and travel comparison websites).

  • The use of travel intermediaries for booking elements of the trip was typically higher for visitors from Australia than other long haul markets.

  • 81% booked their accommodation via a travel intermediary.
  • 66% travelled to Scotland via plane (either direct or indirect), 31% used ferry, coach or train and 24% by car (typically a hire car). Please note multiple modes of transport could be used and some trips for Australian visitors may have been part of a longer trip visiting other countries.
  • 44% were quite or very likely to return to Scotland in the next five years

Spotlight on our visitors from Australia

Published November 2024

Download (2Mb)

Information is also available at a Scotland-level on a variety of topics, including:

  • motivations
  • planning and booking
  • satisfaction
  • travel

Detail on the background and study methodology is also available. For further information on what's available, you can browse the Scotland Visitor Survey 2023.

Browse our visitor survey.

3. VisitBritain MIDAS research 2022

In 2022, our partner, VisitBritain undertook comprehensive research with international leisure travellers. They spoke to global tourists from many markets, including Australia.

Whilst the research focuses on perceptions and experiences of Britain, there are insights which are useful for the Scottish tourism industry.

Long-haul markets see Britain more consistently as offering heritage and history, the ability to roam and explore a broad mix of "must-do" experiences (both old & new).

Read the full VisitBritain MIDAS research

4. Official statistics and partners

The International Passenger Survey is a continuous survey carried out by the Office for National Statistics. It covers all major air, sea and tunnel ports.

The survey provides information on the numbers and types of visits made by people travelling to and from the UK. Anonymous face to face interviews are undertaken with a sample of passengers entering and leaving the UK.

Find out more on the survey methodology on ons.gov.uk.

Read further ONS publications on ons.gov.uk.

Read how the COVID-19 pandemic impacted on the IPS data collection on visitbritain.org.

 

5. Additional research resources

VisitBritain's IPS data viewer by UK nation

visitbritain.org/inbound

VisitBritain’s Australia market profile

visitbritain.org/australia

VisitBritain’s international market segments

visitbritain.org/customer

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