Scotland Emerges as Top Domestic Holiday Destination
Scotland has become the second most popular destination for families planning a staycation within the UK, according to recent data. The trend reflects a growing preference among travelers to explore their own country rather than venture abroad, with Scotland experiencing one of the strongest increases in domestic tourism.
The latest figures from VisitBritain show that the percentage of people choosing to take a break in Scotland rose from 3 per cent in March 2025 to 15 per cent last month. This represents a significant increase compared to London, which saw a rise from 16 per cent to 21 per cent over the same period. While London’s growth is also notable, it pales in comparison to the surge in interest for Scotland.
This shift in travel preferences is partly driven by a desire for more rural and nature-focused holidays. The ongoing conflict in the Middle East has also influenced many UK residents to opt for domestic travel. A survey found that over 40 per cent of people are more inclined to holiday at home due to global conflicts and warzones overseas.
VisitScotland data further supports this trend, showing that Scotland is now the second most preferred destination for UK residents planning a holiday in 2026. This is an improvement from the previous year when it was in third place. Additionally, 48 per cent of Scots are planning to stay close to home for their vacations.
Sykes Holiday Cottages has also reported a record high for staycations in 2026. Bookings made at the start of the year showed a nine per cent increase compared to the previous year. This indicates a strong demand for domestic holidays, with many families opting for cottages and other rental properties.
A report by the holiday letting company highlights that the Highlands and Islands, along with Central Scotland, are among the top five areas in the UK for owning a holiday let. These regions offer a mix of natural beauty, cultural heritage, and recreational activities that attract both local and international visitors.
Leon Thompson, Executive Director of UKHospitality Scotland, commented on the growing interest in domestic travel. He noted that recent travel disruptions and uncertainty have led many people to seek breaks closer to home. “Scotland has plenty to offer holidaymakers, from stunning coastlines to hikes through our iconic countryside,” he said. “It’s no surprise that demand for trips in Scotland has surged. I hope this recent interest continues into the summer, which would be a boost for our hospitality and tourism businesses.”
Impact of TV Shows on Tourism
The popularity of Scottish destinations has been further boosted by the success of television shows such as Outlander and Shetland. VisitScotland revealed that these programs have contributed over £140 million to the country’s economy by attracting fans to filming locations.
Research commissioned by Screen Scotland found that screen tourism generated a record 1.14 million overnight stays in 2023. Visitors who travel specifically to see filming locations, known as “setjetters,” accounted for 16 per cent of all tourists.
Outlander, in particular, has had a significant impact on tourism. Its popularity has led to increased visits to historic sites featured in the series, including Lochaber, Culross, Perthshire, and Blackness Castle. These locations now receive over two million visitors annually.
As the trend for domestic travel continues, Scotland is well-positioned to benefit from the growing interest in staycations and nature-based holidays. With its diverse landscapes, rich history, and vibrant culture, the country offers something for every type of traveler.
