Visit Scotland | Alba

Overview

  • Research and insight on tourism in Loch Lomond, Stirling and the Forth Valley 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. 
  • 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 Stirling

47%

were domestic visitors

53%

were international visitors

66%

were repeat visitors

11%

were on a trip of a lifetime

Source: Scotland Visitor Survey 2023

Scotland Visitor Survey 2023 - Stirling factsheet

Published June 2024

Download (1,258Kb)

Overnight visitors to Falkirk & the Forth Valley

74%

were domestic visitors

26%

were international visitors

76%

were repeat visitors

8%

were on a trip of a lifetime

Source: Scotland Visitor Survey 2023 (includes Wider Stirling, Falkirk and Forth Valley area)

Scotland Visitor Survey 2023 - Wider Stirling, Falkirk & Forth Valley factsheet

Published June 2024

Download (1,323Kb)

2. Key statistics 2022

650 thousand

overnight trips by International visitors and GB residents in 2022

7.3 million

day trips by GB residents in 2022

2.8 million

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

£468million

total spend by International visitors and GB residents in 2022

Figures shown represent tourism performance for Scotland's Forth Valley region, 2022 (including Forth Valley, Clackmannanshire, Falkirk and Stirling) Sources: International Passenger Survey, Great Britain Tourism Survey, Great Britain Day Visits Survey, 2022

Related links