‘I don’t even drink whisky’: Scotland reels in visitors as much of Europe swelters
More direct flights from North America and, say tourism chiefs, Highland warriors and Tartan Army have helped For the tourist industry, 2026 has been a rocky year, with war, EU border delays, climate and economic woes gnawing away at holiday plans. But while much of Britain is feeling the loss of visitors from the Middle East and beyond, one part is thriving. Scotland is reeling in ever more…
Despite the tumultuous year for Scotland's tourism industry, which has faced challenges from war, EU border delays, climate issues, and economic woes, one region is thriving – Scotland. According to VisitBritain figures, there has been a strong annual growth in tourist numbers, with a 15% rise in flight bookings to Scottish airports in June and July. This surge contrasts with a drop in bookings to London and the rest of England during the same period.
The allure of cooler climes may be contributing to Scotland's appeal, with heatwaves gripping much of Europe. Direct flights from North America have increased over the past two years, bolstering the traditional US-led foreign tourist base. In addition, a rise in visitors from continental Europe, possibly seeking to escape the heat, has added to the mix. More Britons have also chosen to holiday at home due to border confusion and delays under the EU's entry-exit system.
Edinburgh, the traditional hub of August tourist activity, is particularly bustling this year. Princes Street was teeming with tourists, attracted by bagpipers and the friendly promotion of local attractions. While many were there to enjoy the Edinburgh Festival Fringe, some, like Zanet Garcia from Mexico City, were unfamiliar with the event.
Garcia, on her second visit to Scotland, had initially been confused by the festival but was won over by the warmth of the local people. She had come to Scotland to explore locations connected with Scottish mythology, sparked by her interest in Harry Potter and Outlander.
Foreign tourists, particularly from outside the UK, are more likely to stay longer, spend more, and engage in various experiences. The average overseas visitor to Scotland spent over £900 in a week in 2024, compared to over £300 for a British holidaymaker in three nights. Van tourists are also on the rise, but their spending per head is down. The majority of tourists to Scotland are still from the UK, but foreign visitors, such as those inspired by film and TV shows, are making a significant impact.
Written by urgent.news from Guardian Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
