International tourism in Scotland returns to pre-pandemic growth

New figures have revealed that Scotland welcomed its highest number of international visitors ever last year.

The 2023 International Passenger Survey by the Office of National Statistics showed almost four million overseas tourists came to Scotland last year – an increase of 15% on 2019 levels – with spend also up 41%.

The previous record for international visits was in 2018, when Scotland welcomed 3.7 million overseas tourists.

VisitScotland chief executive Malcolm Roughead said: “These figures mark a turning point for tourism in Scotland, showing not only recovery, but crucially growth in international visitors, with number of visits and spend now above 2019 levels.

“Scotland is the only UK region to have reached this milestone.

“They are further evidence of the strength of Scotland’s offering and the clear desire for people across the world to experience this, with record demand from North America.

“Our international visitors are hugely important to Scotland’s tourism industry, as well as the wider economy,“ he continued, noting that they often stay longer and spend more, generating several billions of pounds annually, supporting a wide range of businesses, jobs and communities across the country.

“Early feedback from tourism businesses, travel trade and airline partners are this international demand is continuing into 2024 with increasing interest for visiting at different times of the year and exploring lesser-known locations,“ stated Roughead.

“At VisitScotland we are not complacent and remain focused on delivering our core purpose to drive the visitor economy and sustainably grow its value in Scotland – this includes influencing both international and domestic visitors before they leave home through our digital channels, as well as working with travel trade and transport partners to support tourism businesses here in Scotland.“

Digging into the figures, there were 3.9 million inbound visits to Scotland in 2023, surpassing 2022 by 23% (3.2 million) and 2019 by 15% (3.4 million).

Inbound visitors spent £3.5bn in 2023, up 13% up on 2022 (£3.1bn) and 41% on 2019 (£2.5bn).

Visits from North America (+16%) and Europe (+19%) were both up. Visits from ‘other countries’ – which includes Australia and China – also saw a significant rise in 2023 (+53%), compared to 2022.

Spend from visitors of these other countries in 2023 saw the largest increase (+47%) compared to 2022. Visitors from North America spent just slightly more (+3%) compared to 2022. Visitors across Europe in 2023 spent 9% more than 2022.

Visits from North America accounted for 24% of all inbound visits and 39% of spend during 2023. Visits from Europe accounted for 58% of all inbound visits and 39% of spend during 2023.

During the past year, Scotland has seen record demand and seat capacity from Europe and North America, with the return of pre-Covid routes from China and Middle East.

US: United and Delta have increased their Newark, Boston and New York JFK services into Edinburgh with a new Delta service from Atlanta. JetBlue will launch its first Scotland route between New York JFK and Edinburgh on 22 May.

Canada: WestJet seasonal routes from Calgary and Toronto have returned for 2024 with a new service between Halifax and Edinburgh launching 20 June.

China: Hainan Airlines seasonal service between Beijing and Edinburgh returned 17 May with 2024 schedule extended into October.

Middle East: Emirates have announced the return of daily service between Edinburgh and Dubai in United Arab Emirates from November increasing connectivity between Scotland and Asia-Pacific.

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