International visitors made a record 4.4 million trips to Scotland in 2024, clocking up 30.8 million nights and spending £3.9 billion.
That’s according to the International Passenger Survey (IPS) arried out by the UK’s Office for National Statistics (ONS).
“When compared with the same period in 2023, volume of international trips and value of spend had increased while volume of nights decreased,” said the report.
“Total spend was 51% greater versus 2019 (in nominal terms) and 7% greater versus 2023 (in nominal terms). Taking inflation into account, total spend was 22% greater versus 2019 and 5% greater versus 2023.
“The average duration of trips to Scotland during the reporting period was 7.0 nights, with an average spend per night of £125 and average spend per trip of £880.
“The North American market showed the largest increase in visits compared to 2023, while the European market showed the largest increase in spend.”
Marc Crothall, CEO Scottish Tourism Alliance, said: “Today’s figures underline the strength of Scotland’s global appeal and the huge contribution international visitors make to our economy.
“A record year for overseas travel is a welcome boost for many tourism businesses who have worked tirelessly to rebuild after the pandemic and maintain Scotland’s reputation as a world-class destination.
“However, the topline figures tell only part of the story. While international spend is rising, many businesses serving the domestic market continue to face enormous challenges.
“Rising operating costs, staff shortages, reduced profitability, regulatory burdens and declining domestic overnight stays and spend are all taking their toll.
“The reality is that too many businesses are still struggling to break even, and a busy summer alone won’t secure their future.”