Why people choose Scotland


Even a day spent in Scotland provides multiple reasons to support it as a consistently outstanding trip option, from the richness of our environment to the flare of our cities, and all the warmth and lively experiences found in between.

It’s not difficult to figure out why people are so drawn to our nation, but there’s a lot to be learned from digging further into the facts. We’ve put together a number of reports that will give you a good indication of how people feel about Scotland and why they come here.

The Coronavirus (COVID-19) pandemic has had a profound influence on our mental health in recent years. In this part, we’ll also look at the long-standing link between tourism and happiness in Scotland.

Please download PDF versions of the literature published by the insights department of Visit Scotland.

The emotional benefits of tourism and the role of travel in the pandemic recovery

Topic Paper | April 2021

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Unique Scotland: Promoting the benefits of a holiday in Scotland

Topic Paper | Updated October 2019

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Motivations to visit Scotland

PowerPoint Presentation | Scotland Visitor Survey 2015 and 2016

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