For the tourist industry, 2026 has been a rocky year, with war, EU border delays, climate and economic woes gnawing away at holiday plans. While much of Britain is feeling the loss of visitors from the Middle East and beyond, Scotland is reeling in ever more visitors, with strong annual growth and a 15% rise in flight bookings to Scottish airports in June and July, compared with a drop in bookings to London and the rest of England in recent months, according to VisitBritain figures.
With heatwaves gripping much of Europe, the hope of finding cooler climes farther north may have increased Scotland’s allure, although tourism chiefs say dashing Highland warriors and kilted football fans have played a significant role. Long-term plans to increase direct flights from North America have come to fruition, bolstering the traditional US-led foreign tourist base with 100,000 more seats annually from the US alone.
A rise in visitors from continental Europe, possibly looking to escape the heat, has added to the mix. More Britons have also chosen to holiday at home rather than face the border confusion and delays under the EU’s new entry-exit system. In Edinburgh, where August is the busiest time of the year, Princes Street has been teeming with tourists, gathered around bagpipers and being targeted with leaflets by cheery fringe promoters.
Festival sales are up 30%, according to Marc Crothall, the chief executive of the Scottish Tourism Alliance. “Edinburgh is jumping, which is great. And that’s a massive draw for international visitors,” he said. Not all were here for the world’s biggest arts festival. Zanet Garcia, from Mexico City, was on her second day in the country and had no idea it was on. “I was really confused by it all. I had never heard of the fringe and I didn’t know what it was,” she said with a laugh. “But everyone has been so friendly.”
Garcia chose Scotland because of her interest in Scottish mythology, sparked by books and TV shows that were huge UK exports, such as Harry Potter and Outlander. She was taking in traditional national attractions too, fresh from the Johnnie Walker Experience – “I don’t even drink whisky” – and with tickets to the military tattoo. “We know that 36%-37% of international visitors are inspired by film or TV,” said Vicki Miller, the chief executive of VisitScotland. “And people’s memories are long: they remember Braveheart or Local Hero as well.”
The majority of tourists are from the UK, but it is the big-spending foreigners who are more likely to stay longer and pack in experiences. An average overseas visitor to Scotland spent just over £900 in a week in 2024, compared with just over £300 in three nights for a British holidaymaker. According to data from the Moffat Centre for travel and tourism at Glasgow Caledonian University, the biggest jump this year has been in visitors touring by campervan rather than staying in hotels.
Numbers are up but spending per head is down, Crothall said, describing the overall picture as “healthy but by no means booming”. The holidaying Briton is more likely to be pursuing free visits to museums and walking in the countryside, with the cost of living still a big issue. “Instead of the three-course meal, it’s the one. The 5% VAT and free travel helps, but it’s not magic,” Crothall said.
Although Scotland has suffered its own heatwaves and devastating wildfires in the Cairngorms, it remains cooler than the southern UK. “We hope and suspect that we’ll see more European visitors given the climate conditions,” Miller noted. Conclusive data linking the heat to changing tourism habits is not yet available, but VisitScotland has seen strong demand from Europe, including Spain and Italy.
At this year’s World Cup, when Scotland played in the US, VisitScotland “painted Boston tartan” to capitalise, she said, prompting local online searches for Scottish holidays to double. While Scotland hopes to reap the fruits of a long-term strategic approach, including promoting visits in all seasons, many are still feeling the pinch from reduced spending. “I used to be able to go on vacation just on my tips, now that’s not the case,” said a tour guide originally from Nevada, US.
The guide noted that the tourist tax—a 5% levy introduced in July on accommodation in Edinburgh—has hurt, on top of the broader cost of living. “People have got no money,” he said. “People are in their cost of living crisis and that is a challenge. We can’t allow ourselves to be priced out of what is the global visitor market.” The report also notes that when the Tartan Army were voted the best supporters at the football tournament: a mixture of “friendliness, banter, and donations to local charities – they captu, interest from Germany increased after it hosted Euro 2024. The report also notes that although Ardross Castle – the main location for the UK and US versions of the show – is not open to visit, online searches spiked on the back of reality TV hit The Traitors. The report also notes that castles that have featured in Outlander – a long-running hit in the US and parts of Europe – have also become big draws. The report also notes that from this year’s Commonwealth Games in Glasgow to big golf tournaments, along with the reflected glory from travelling Scottish football fans, sport has also pulled in visitors. The report also notes that when the Tartan Army were voted the best supporters at the football tournament: a mixture of “friendliness, banter, and donations to local charities – they capture hearts, they’ve been fantastic ambassadors”, Miller said, interest from Germany increased after it hosted Euro 2024. The report also notes that on the streets of the Scottish capital, Dexter, working at Edinburgh Bus Tours, was rueful. The report also notes that “I’ve been here seven years and the crowd is going down. The report also notes that the executive director of the trade body UKHospitality Scotland, concurred, leon Thompson.