Visitors from Italy

1. Executive summary 2023

In 2023, Italy was Scotland’s ninth largest international source market measured by number of visits. It was twelfth by expenditure and tenth by number of nights. Italian visitors accounted for 3% of all overseas visits to Scotland and 2% of all overseas spend in Scotland in 2023.

The number of visitors from Italy increased in 2023, up 13% from 2022. However, this was still 2% below the number of visitors from Italy pre-pandemic.

Italians spent less money in 2023 compared to both 2022 and pre-pandemic levels. Their spending dropped by 12% from 2022 and a steeper 31% compared to before the pandemic. The average spend per trip in 2023 was £498. The average spend per night was £70.

The average length of stay in 2023 was 7.1 nights, unchanged from 2022. This reflects a decrease from pre-pandemic levels, when the average stay was 8.8 nights. This difference is likely due to a decline in visits to see friends and family, which typically last longer than holiday visits.

Source: IPS, 2023

2. 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 Italy

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

Southern European tourists are less interested in relaxing and more interested in cultural exploration.