Visit Scotland | Alba

Overview

  • Research and insight on tourism in the Highlands is available from a range of different sources, including tourism monitors, national statistics, and commissioned research.
  • On this page, you will find key data for the area. There are also links to further information regarding a particular source or study. Additional signposting to past data is also available.
  • We will continue to update this page with the latest data over the next few months.

In this article:

1. 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 explores all aspects of the visitor experience in Scotland. Further information on the background, methodology, and key highlights from the survey is also available.

Browse Scotland Visitor Survey 2023.

The visitor survey also allows us to explore the experiences of visitors who stayed overnight in a specific area.

Overnight visitors to the Highlands

47%

were domestic visitors

53%

were international visitors

63%

were repeat visitors

15%

were on a trip of a lifetime

Source: Scotland Visitor Survey 2023

Scotland Visitor Survey 2023 - Highlands factsheet

Published June 2024

Download (1,287Kb)

Overnight visitors to Inverness

34%

were domestic visitors

66%

were international visitors

50%

were repeat visitors

19%

were on a trip of a lifetime

Source: Scotland Visitor Survey 2023

Scotland Visitor Survey 2023 - Inverness factsheet

Published June 2024

Download (1,207Kb)

2. Key statistics 2022

1.9 million

overnight trips by International visitors and GB residents in 2022

6.6 million

day trips by GB residents in 2022

7.3 million

nights spent in accommodations by International visitors and GB residents in 2022

£1.1 billion

total spend by International visitors and GB residents in 2022

Figures shown represent tourism performance for the Highlands, 2022. Sources: International Passenger Survey, Great Britain Tourism Survey, Great Britain Day Visits Survey, 2022

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