Almost All Scots Say Tourism Is Crucial to Scotland’s Economy, YouGov Survey Finds
(IN SHORT) VisitScotland’s 2025 resident survey shows that 95% of Scottish adults view tourism as one of the economy’s most important sectors, alongside energy and hospitality. Conducted by YouGov with 1,032 respondents in January, the survey found that 91% believe tourism brings national economic benefits and investment, while 72% see it as a job creator. In 2023, visitor spending of £10.8 billion supported over 245,000 jobs and 16,000 businesses, with tourism-related employment up 25% and businesses up 15% over the past decade. Scotland’s success in hosting major events contributes £5.5 billion annually. Residents also cited cultural preservation, historic building protection, and community sustainability as tourism benefits, though environmental impact and congestion remain concerns. VisitScotland will use these insights to guide responsible growth, backed by its Corporate Plan and the Rural Tourism Infrastructure Fund.
(PRESS RELEASE) EDINBURGH, 2025-Jun-16 — /Travel PR News/ — A recent YouGov survey commissioned by VisitScotland reveals that residents across Scotland regard tourism as a cornerstone of the national economy—on par with energy and hospitality. An overwhelming 95% of respondents ranked the visitor sector among the most vital industries, placing it ahead of retail, construction, financial and business services, manufacturing, and life sciences.
Between 9 and 13 January 2025, 1,032 adults participated in the Scotland Resident Survey 2025. Of these, 91% agreed that tourism delivers broad economic benefits and attracts investment, while 72% recognized its role in creating employment opportunities.
Guided by data-driven insights, VisitScotland will incorporate these public sentiments into its strategic planning for tourism and events. Currently, the organization is amplifying awareness of the visitor economy’s importance, underscoring why tourism and events remain key drivers of Scotland’s growth.
The visitor economy captures the full impact of tourism—encompassing visitor activities and the services they use, and the jobs and supply chains they sustain. In 2023, tourists contributed £10.8 billion to Scotland’s economy, supporting over 245,000 roles and more than 16,000 businesses. This spending also benefits adjacent industries such as food and drink, arts and culture, retail, construction, and transport (Scottish Tourism Observatory).
Over the past decade, tourism-related employment has risen by 25%, and the number of businesses in the sector has increased by 15% (Scottish Tourism Observatory). Scotland’s reputation for hosting world-class events—from the Edinburgh Festivals to the UCI Cycling World Championships and The Open—further bolsters its standing. According to the 2024 UK Event Report, the events industry generates £61.653 billion for the UK economy each year, with Scotland accounting for £5.5 billion of that total.
Beyond economic impacts, survey participants highlighted a range of additional benefits:
- 90% feel tourism enhances Scotland’s international reputation
- 76% believe it helps preserve historic buildings
- 74% say it sustains local communities
- 72% see it showcasing Scotland’s natural beauty
- 70% agree it protects and promotes Scottish culture
- 63% think it connects locals with other cultures
However, opinions were mixed on environmental protection—39% agreed tourism safeguards natural landscapes, while 48% disagreed—and concerns were raised about traffic congestion (47%) and litter (46%).
VisitScotland’s new Corporate Plan positions tourism and events as part of Scotland’s climate solution by promoting responsible growth that safeguards natural and community assets. The agency leads the national visitor management program, encouraging mindful travel practices, and administers the Scottish Government’s Rural Tourism Infrastructure Fund to improve facilities such as parking, access roads, toilets, and waste disposal.
Vicki Miller, Chief Executive Officer of VisitScotland, commented:
“It’s encouraging that so many Scots acknowledge the vital role of the visitor economy and appreciate the hard work of our industry. Tourism and events are among Scotland’s fastest-growing sectors. Our new initiative will build understanding of the wide-ranging benefits tourism brings, while our marketing emphasizes responsible growth—prioritizing value over volume to ensure communities and businesses both thrive.”
Leon Thompson, Executive Director of UKHospitality Scotland, added:
“These findings reflect the deep value communities place on tourism. Whether as residents or staycationers, we all benefit from the investment of hospitality businesses. By harnessing this positive impact to showcase Scotland globally, we can stimulate further investment and economic growth in communities across the country.”
Media contact:
Anna Gault
National Press Officer at VisitScotland
anna.gault@visitscotland.com
+44 7824383873
SOURCE: VisitScotland
