Scotland welcomed a record 4.4 million overseas visitors in 2024, according to newly released figures from VisitScotland based on the latest International Passenger Survey. The £3.9 billion spend by international visitors represents a 7% increase on the previous year, driven by strong growth from European and North American markets. However, total nights spent in Scotland fell by 10%, suggesting shorter, high-value visits are becoming the norm.
While international performance reached new heights, the wider Great Britain data reveals a more fragile domestic outlook. According to the Great Britain Tourism Survey 2024, the number of overnight trips taken by UK residents to Scotland fell by 2%, with total nights down 8% year-on-year. While spend rose by 1%, this marks a real-terms decline once inflation is taken into account. The average trip length also continued to shorten, reinforcing concerns that domestic travellers are cutting back – adding further pressure to businesses heavily reliant on the home market.
Marc Crothall, CEO Scottish Tourism Alliance responded to new figures, “Today’s figures underline the strength of Scotland’s global appeal and the huge contribution international visitors make to our economy. A record year for overseas travel is a welcome boost for many tourism businesses who have worked tirelessly to rebuild after the pandemic and maintain Scotland’s reputation as a world-class destination.”
“However, the topline figures tell only part of the story. While international spend is rising, many businesses serving the domestic market continue to face enormous challenges. Rising operating costs, staff shortages, reduced profitability, regulatory burdens and declining domestic overnight stays and spend are all taking their toll. The reality is that too many businesses are still struggling to break even, and a busy summer alone won’t secure their future.”
“Tourism is not a seasonal or peripheral industry; it is one of Scotland’s largest private sector employers, a major export earner and a critical lever for economic growth. To unlock the full potential of the sector and ensure commercial viability for many hundreds of businesses, we need policy stability, fairer taxation and long-term investment in infrastructure, skills and destination development.”
“The proposed Visitor Levy is being introduced in a fragile economic climate, placing additional pressure on businesses already fighting to stay afloat. It is vital that it is implemented in full partnership with industry, in a way that is fair, simple and economically sound. The Scottish Tourism Alliance has led on a joint letter to Scottish Government, initially co-signed by 80 representatives from Scotland’s tourism and hospitality industry, sharing concerns on the introduction of the Visitor Levy in its current form.”
“Today’s figures should be a wake-up call to all political parties, as we move closer to an election year in Scotland, not to take the sector’s performance at face value, but to act now, give guarantees to long term increased investment in the development and marketing of the sector, with supportive policy to secure a stronger and more sustainable future for Scottish tourism, creating real opportunities for long-term growth.”