Great Britain residents took 251.4 million leisure day visits lasting over three hours in Scotland with £9.1 billion spent during these visits in 2024. 31% of leisure day visits taken in Scotland were tourism day visits. There were 76.8 million tourism day visits taken with an associated spend of £4.0 billion.
When compared with 2023, tourism day visits in Scotland had decreased, whereas associated spend had slightly increased (+3%). The average spend for tourism day visits in Scotland increased from £43 in 2023 to £52 in 2024. This average spend was similar to that of tourism day visits taken throughout Great Britain (£53).
Quarter 4 (October to December) of 2024 had the highest total tourism day visits at 20.5 million. This quarter also produced the highest level of spend, with a total of £1.3 billion spent on tourism day visits.
The largest proportion of tourism day visits taken in Scotland were to visit friends or relatives (26%). The activity undertaken on tourism day visits that had the highest level of spend was food and drink, a night out, or speciality shopping (£825 million).
The main location for over half of tourism day visits taken in Scotland were cities or large towns (56%). These locations also saw the highest level of spend at £2.6 billion.
