Visit Scotland | Alba

Overview

  • In 2023, the United States was once again Scotland’s largest international source market measured by number of visits, nights, and spend.
  • In 2023, American visitors accounted for 20% of all overseas trips to Scotland and 34% of all overseas spend in Scotland.
  • The American visitor market to Scotland continued its strong performance following the COVID-19 pandemic, surpassing pre-pandemic and 2022 levels for both visits and spend.
  • Our visitors from the United States are drawn to Scotland for its vast, green and majestic landscapes, its rich history and culture, and its reputation as the "home of golf".
  • On this page, we've highlighted information from a number of key sources as well as tips for targeting the American visitor.

In this article:

Key statistics

794,000

total number of trips by American visitors to Scotland in 2023

6.9 million

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

£1,237 million

total spend by American visitors to Scotland in 2023

8.7

average nights per trip by American visitors to Scotland in 2023

Source: IPS, 2023 (numbers have been rounded)

1. Executive summary 2023

In 2023, the United States was Scotland’s largest international source market measured by number of visits, nights and spend. In 2023, US visitors accounted for 20% of all overseas trips to Scotland and 34% of all overseas spend in Scotland.

The total number of visits by American visitors to Scotland reached a record high in 2023, surpassing 2022 levels by 15% and pre-pandemic levels by 25%. The number of nights and tourist spending also reached record levels in 2023.

There was a shift in trip intention in 2023 compared to previous years. Holiday visits increased in proportion, while business travel and visits to see friends and relatives became less common.

Source: IPS, 2023

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

Profile of American overnight visitors to Scotland

68%

of American visitors were first time visitors

80%

of American visitors toured Scotland staying in two or more places

60%

of American visitors were on holiday as a couple

32%

of American 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.

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

  • Scotland's scenery and history are strong drivers to visit for our US visitors. The US market wants to feel a spiritual connection with Scotland (the land, history and people). They also expect to "feel at home" when visiting Scotland. 
  • Scottish ancestry is also a strong driver for choosing Scotland to visit.
  • Personal recommendations were a key source of inspiration, followed by digital resources. 39% of US visitors also stated that they were inspired by a film, TV, or a book featuring Scotland.
  • 70% 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).
  • 58% booked their accommodation directly with their accommodation provider. 66% booked via a travel intermediary (please note, it is possible that some visitors used multiple channels due to the touring nature of some trips).
  • 71% booked their transport to Scotland directly with the transport provider. 44% booked via a travel intermediary.
  • 68% booked paid activities or experiences prior to arrival.
  • 88% travelled to Scotland via plane (either direct or indirect), 14% by train within the UK and 8% by car (either own or hire car). Please note multiple modes of transport could be used.
  • 47% are quite or very likely to return to Scotland in the next five years.

Spotlight on our visitors from the United States

Published December 2024

Download (947Kb)

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 the United States.

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

Visitors from the Americas seem to be full of energy. They are not looking for rest and relaxation, but destinations packed with loads to see and do and represent a wide range of diverse experiences in one place.

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

Read the full VisitBritain MIDAS research.

4. Tips for targeting the US visitor

  • Bring our history to life

    Being able to "feel" the mysteries of the past stands out for our American visitors. Consider ways to tell stories to connect American visitors to our local people, landscape, and past.

  • Tell your story

    Work with our press team. Our global team work with travel and lifestyle press in market to encourage American visitors to Scotland.

    Find out how our PR activity can benefit your business.

  • Get travel trade ready

    We work with Scottish businesses and can advise on how to engage with American travel intermediaries. Do you already offer products and experiences that are bookable by the travel trade? Then please register your interest in a travel trade listing.

    Work with our travel trade team on traveltrade.visitscotland.org

    You can also browse our travel trade event, exhibition or business development mission, and join us in person.

    Browse our list of travel trade events and exhibitions.

5. 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 detailed 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.

6. Additional research resources

VisitBritain’s IPS data viewer by UK nation

visitbritain.org/inbound

VisitBritain's market profile for Americans to Britain

visitbritain.org/usa

VisitBritain’s international market segments

visitbritain.org/customer

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