2023 looking rather more promising for Scottish tourism than feared earlier in the year…
In late April, the 56 Degree Insight team ran the second of the 2023 quarterly waves of ‘Scotland’s Viewpoint’ – a representative sample of over 1,000 Scots conducted online. A major focus was holiday taking behaviours collected through our proprietary Scottish Tourism Index survey.
The late January wave showed that there was a great deal of uncertainty about holiday taking in 2023 – with restrictions around family finances resulting from the cost of living crisis a major factor. By late April, although these financial barriers remain in place, there are more grounds for optimism that 2023 might be at least as good as 2022 in terms of the staycation market.
Direct comparisons with the April survey from last year suggest that holiday taking behaviours amongst Scots will be similar to last year at least, if not slightly ahead – certainly in terms of overseas holidays to Europe. But this doesn’t look as if it will be at the expense of domestic breaks with plans for staycations over the rest of 2023 very similar to what we saw this time last year.