Scotland’s hotel sector is heading into another promising summer, and this time, the signs might be more than just hopeful.
According to VisitScotland’s international tourism reports, the country welcomed 3.9 million inbound visits in the last full year (2023)- up 23% on the year before and 15% higher than pre-pandemic levels in 2019. Visitor spending hit £3.5 billion, confirming the industry’s full recovery and cementing Scotland’s position as the UK’s fastest growing international destination.
The most recent figures (January–June 2024) show Scotland has maintained its post-pandemic momentum, with inbound visits and spend both up compared to Jan–June 2023. Provisional figures suggest a 7–10% increase in total international visits compared to H1 2023 and international visitor spend up 10–12% over the same period, reflecting both higher volume and increased per-visitor spend. North American and European markets continue to lead the way.
There are some stand-out takeaways: Canada is the shining star, with growth up over 30% and moving into the top 5 in terms of spend. China, a major growth market pre-pandemic, is seeing a long, slow recovery post-pandemic. The latest reports from 2024 indicate that Chinese outbound travel is recovering, with Chinese visitor numbers up sharply (30–40%) compared to H1 2023, but still well below 2019 levels due to late reopening, limited direct flights, and shifting preferences toward regional (Asia-Pacific) travel.
Looking ahead, the introduction of the tourist levy-expected to be implemented in Edinburgh and other cities from 2026-has raised some concerns in the industry. It is too early to tell what impact it will have, but some early evidence suggests high-value travellers from the US, Canada, Australia, and core European markets should remain undeterred,.
As for the US market, despite no official statistics some hotliers have revealed to Hotel Scotland that they are seeing a slight decline in numbers. Current US promotional campaigns are not seeing the same uptake. However the US continues to be Scotland’s largest and highest spending overseas market. But what matters now for hoteliers isn’t just that international visitors are coming-it’s understanding who they are, how they plan their trips, and how to speak to them in ways that lead to bookings.
International Visitors
North American travellers now account for nearly 40% of all international tourism spend in Scotland, making them some of the highest value visitors. While the USA remains Scotland’s largest overseas market, Canada has emerged as the biggest growth story since the pandemic.
Canada: Fastest Growing Market
Canadian visits soared by over 30% compared to 2019, making Canada Scotland’s sixth-largest overseas market and the fastest-growing among the top 10. Several factors explain the Canadian surge, including new and restored direct flights from Toronto, Montreal, and Calgary to Edinburgh, making Scotland more accessible than ever.
Many Canadians have Scottish roots, and rising interest in genealogy means clan history and ancestry tourism are major motivators, with VisitScotland’s “Homecoming” campaigns and clan events resonating strongly. Canadians are also drawn to Scotland’s rugged landscapes, hiking, golf, and whisky trails—experiences that match their preference for authenticity and the outdoors.
“Revenge Travel” plays a role – after delayed or cancelled trips during the pandemic, Canadians have been eager to make up for lost time, often seeking longer, multi-generational journeys.
Scotland is also seen as offering better value than London or southern England, and a reputation for warm hospitality and a less crowded experience.
Canadians are methodical planners, often researching for months. They rely heavily on official tourism sites, ancestry resources, and travel blogs. Video content and guest reviews are especially influential, and mobile bookings are rising.
Multi-generational travel is common, with families seeking experiences that blend history, culture, and outdoor adventure.
Action Points
- Offer ancestry research support, family riendly rooms, and partnerships with local heritage sites.
- Highlight outdoor activities, whisky experiences, and golf packages. Ensure your website is mobile-optimised, with Canadian-friendly payment options and clear pricing in CAD.
- Leverage guest testimonials and video content, and collaborate with Canadian travel influencers.
The Enduring Power of the USA
The USA remains Scotland’s largest overseas market by both volume and value, with visits up 23% in 2023 compared to 2019. American guests are drawn by the romance of the Highlands, the pull of family history, and the promise of adventure.
The “Outlander effect” continues to be a powerful magnet, with TV-inspired itineraries now a staple of many American visitors’ plans.
Americans are digital-first with nearly 80% watch destination videos before booking, and three to four months of research is typical.
There’s a growing trend toward multigenerational travel, with family groups seeking experiences that blend history, culture, and scenic adventure. Americans are also more likely than other markets to use travel planning apps and mobile devices for research and booking.
There are no current statistics available to indicate whether Americans are more reluctant to come to the UK and Scotland however the recent trade deal could certainly allay some of their fears as to the warmth of their welcome.
Action Points
- Create visually rich, story-driven content and flexible booking options.
- Offer family-friendly amenities and group packages.
- Promote Outlander locations, heritage tours, and immersive Scottish experiences.
- Optimise your digital presence for mobile and video.
Germans: Early Planners With a Love of Nature
German visitors are Scotland’s largest European market, with visits up 10% in 2023. Germans are known for being thorough, early planners-spending five to six months researching their trip, and up to 35 hours on planning.
Their interests are firmly rooted in nature: walking and hiking are major draws, with over 80% seeking out information on routes and trails before arrival. Scotland’s National Parks have particular appeal, and sustainability matters-nearly 70% look into a property’s environmental credentials.
German travellers are not typically spontaneous – they appreciate clear, comprehensive information and value transparency, especially about sustainability and local nature experiences. Wildlife watching, eco-friendly accommodation, and proximity to hiking trails are all highly prized.
Action Points
- Clearly communicate your sustainability initiatives and local nature experiences.
- Offer detailed pre-arrival information in German where possible.
- Highlight proximity to national parks, hiking trails, and wildlife experiences.
- Provide flexible cancellation policies and transparent pricing
France: Urban Culture, Gastronomy, and Rural Exploration
France is Scotland’s second-largest European market, with visits up 14% in 2023.
French travellers are drawn to Scotland’s rich culture, history, and vibrant cities-Edinburgh and Glasgow are perennial favourites, but there’s growing interest in rural escapes and the food scene.
French guests often combine city breaks with countryside adventures. They use a mix of online travel agencies, direct hotel websites, and comparison sites.
Gastronomy, local events, and cultural festivals are key motivators. French visitors are increasingly interested in sustainable travel and authentic local experiences.
Action Points
- Promote your food and beverage offerings, and partner with local producers or food festivals.
- Provide French-language information and booking support.
- Highlight cultural packages, city break deals, and rural escapes.
Netherlands: Independence, Cycling, and Outdoor AdventureDutch travellers are among the most independent and outdoors-oriented of Scotland’s guests, with visits up 10% in 2023.
They favour self-drive holidays, camping, and cycling, and are high users of outdoor accommodation platforms. Food festivals and farmers markets are also a draw.
Over three-quarters research detailed routes ahead of time, and nearly half research transport before arrival.
Dutch guests value flexibility, authenticity, and local experiences over luxury. They often plan around outdoor activities and are less concerned with luxury than with authenticity and freedom. Hotels near cycle routes, or those offering secure bike storage and local produce, will appeal.
Action Points
- Provide secure bike storage, information on local cycling and walking routes, and easy access to public transport.
- Highlight local produce and food festivals.
- Offer flexible check-in/out and self-catering options.
Australia: Long-haul, High-value, and Heritage Focused
Australian visitors are returning in strong numbers, with visits up 27% in 2023.
Their trips are often part of longer, multi-country itineraries, with Scotland featuring as a key destination.
Australians take the longest to plan, often six months or more. Almost half research ancestral links, and 73% include Scotland as part of a wider European tour.
Documentaries and TV shows are a strong influence. Australians are more likely to seek out guided tours and structured experiences.
Hotels that can partner with tour operators, provide itinerary support, or offer services such as ancestry research assistance are likely to attract this group.
Australians are looking for something meaningful and memorable-the stories behind the stay are often what they remember most.
Action Points
- Partner with tour operators and ancestry research services.
- Provide itinerary support and guided experience packages.
- Highlight unique Scottish experiences and storytelling
China: Explaining The Drop
Chinese visitors were a major growth market pre-pandemic, but numbers remain below 2019 levels. In 2023, Chinese visits to Scotland were still down by over 20% compared to pre-pandemic, due to late reopening, limited direct flights, and shifting preferences toward regional (Asia-Pacific) travel.
The latest reports from 2024 indicate that Chinese outbound travel is recovering, but Scotland is not yet seeing a full return to pre-pandemic volumes.
Most analysts expect a gradual rebound as direct air links and group travel permissions are restored, but for now, hoteliers should focus more on established growth markets.
Action Points
- Maintain a presence on Chinese digital platforms and be “China Ready” for the future but prioritise resources elsewhere in the short term.
- Monitor airlift and group travel trends for signs of resurgence.
Digital Habits and Planning Tools
Across all markets, mobile-first behaviour is now the norm. Between 68% and 93% of international travellers plan trips primarily on mobile devices.
Video content consumption for Scotland tourism has increased by over 40% year-on-year, and interactive maps are now the most-used digital planning tool.
User-generated content holds strong influence: around 72% of international travellers say that guest reviews, photos, and personal recommendations shape their booking decisions.
However, the preferred platforms differ: North Americans favour travel blogs and Instagram. Germans rely on detailed forums and guidebook websites. The French and Dutch use comparison and review sites. Australians are influenced by ancestry research and documentary content. Spanish and Italian guests are highly active on Instagram and WhatsApp.
Voice search is gaining ground too, with around 20–25% of tourism searches now initiated by voice, especially among younger travellers. Virtual and augmented reality tools are also emerging, with strong uptake from Australian and North American markets.
Seasonality and Strategic Opportunities
With capacity returning across Europe, the opportunity to spread visitor demand across the year is growing.
Dutch and German visitors show higher interest in shoulder season travel, while North American interest in winter visits is up, especially around Hogmanay and Christmas. Irish and French visitors are consistent year round, often returning for events and festivals.
This creates space for hotels to think creatively about off-peak offerings. From autumn breaks to winter wellness retreats, there is appetite for immersive experiences beyond the traditional summer window.
Properties in rural or coastal areas are particularly well placed to benefit, especially when combining natural scenery with seasonal food, dark skies, and strong storytelling.
Pricing matters, but value perception differs across markets. Germans respond well to transparent sustainability surcharges, North Americans and Canadians prefer premium, all-inclusive pricing, and southern European guests are more price sensitive and responsive to deals.
Making It Count
Scotland’s international tourism recovery is not just a return to old habits. Today’s guests arrive with more information, higher expectations, and a wider range of digital behaviours than ever before. The question for hotel owners is not just how to be seen, but how to be chosen.
This means investing in your digital presence, creating culturally aware content, and thinking carefully about how different visitors plan their journeys. Recognise that while Scotland is the shared destination, the paths people take to get here are as varied as the guests themselves.
In short, international visitors are coming back. With the right strategy, they’ll come back to you.
Sources: VisitScotland International Tourism Performance Reports ONS International Passenger Survey European Travel Commission Digital Tourism Observatory Dragon Trail International China Traveller Sentiment Reports Scotland Tourism Alliance Industry insights from Google Travel, major travel trade publications, and national tourism boards.