Visit Scotland | Alba

Overview

  • Our visitors from the United States are drawn to our small island. They like Scotland for its vast, green and majestic landscapes, its rich history and culture, and its reputation as the "Home of Golf".
  • 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.
  • 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.

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 once again 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 once again 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

2. Motivations to visit Scotland

In addition to the official statistics from the International Passenger Survey, we have talked to our American visitors across our research over a number of years.

We have found that being able to "feel" the mysteries of the past stands out for American visitors, in particular being able to see castles.

They also anticipate vast landscapes which (unlike the United States) are wild and not managed, green and not dry.

The American market wants to feel a spiritual connection with Scotland (the land, history and people). They also expect to "feel at home" when visiting Scotland. 

Find out more about why people choose Scotland

3. Scotland Visitor Survey 2023

In 2023, we commissioned the Scotland Visitor Survey to gather insight on visitor attitudes and behaviours. The scope of the survey was leisure overnight visitors only.

The survey explored the profile of the visitors who took part in the research, including: 

  • their motivations for visiting
  • their experiences
  • how they have rated aspects of their trip

Information on American visitors will be updated in 2024. Information is available on the background, methodology, and key highlights from the Scotland Visitor Survey 2023.

Browse our Scotland Visitor Survey 2023 page.

4. 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

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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