Scotland has seen a rise in visitors, with flight bookings to Scottish airports increasing by 15% in June and July. This contrasts with a drop in bookings to London and the rest of England in recent months, according to VisitBritain figures.
The tourist industry in 2026 has faced challenges including war, EU border delays, climate, and economic issues. However, Scotland is experiencing strong annual growth in visitor numbers.
Tourism chiefs suggest that factors such as more direct flights from North America, the appeal of Highland warriors, and the Tartan Army have contributed to this increase. Heatwaves across much of Europe may also be drawing visitors seeking cooler climates, though conclusive data linking heat to changing tourism habits is not yet available, according to VisitScotland.
Edinburgh, a popular destination, has seen festival sales rise by 30%, as stated by Marc Crothall, chief executive of the Scottish Tourism Alliance. While the majority of tourists are from the UK, overseas visitors tend to stay longer and spend more, with an average overseas visitor spending over £900 in a week in 2024, compared to over £300 for a British holidaymaker over three nights.
Despite the increase in visitor numbers, spending per head is down, with Crothall describing the overall picture as “healthy but by no means booming.” The recently introduced 5% tourist levy on accommodation in Edinburgh, along with the cost of living, has been cited as a concern by some in the industry.