The latest wave of the Scottish Tourism Index suggests that the potential upturn in Scottish domestic tourism identified in April has continued into the summer months.
The Index, which provides an overview of the Scottish home holiday market for 2025, was based on research undertaken on 1st and 2nd August, with 1,002 Scottish adults interviewed. As these surveys are conducted at identical times each year, they provide directly comparable measures year-on-year, helping to refine predictions for the year ahead.
Encouragingly, the report highlights that the market for holiday-taking remains buoyant and ahead of the same period last year. Potential increases in Scots taking holidays at home – as well as in other parts of the UK – first identified in April, still appear likely.
For ASSC members, the findings are particularly positive: self-catering continues to stand out as the most popular accommodation choice among Scots, with 32% selecting it for their holidays. This represents a 5% rise in popularity since 2022 – clear evidence that the sector is not only resilient but growing in strength, with self-catering firmly at the heart of Scotland’s domestic tourism market.
The research also offers valuable insight into holiday behaviours, including booking patterns, levels of spend, accommodation preferences, and activities undertaken. It highlights barriers to holiday-taking as well, many of which remain and could influence forecasts in the latter half of the year.
With a number of Scottish local authorities still considering the adoption of tourism levies for overnight visitors, the report also captures current attitudes towards such measures. Awareness is rising, though public sentiment has become more negative compared to earlier in the year.
You can download the report below.