56 Degree Insight have recently published (Monday 23 February) the first of the 2026 quarterly waves of the Scottish Tourism Index survey, which looks at Scots’ holiday-taking attitudes and behaviours.
Key findings include:
- 79% of Scots intend to take a holiday in 2026
- 40% of Scots expect to take a holiday in Scotland in 2026, with 10% saying they intend to take a trip to Edinburgh
- Just under a third of Scots say that any Scottish holidays to be taken are likely to be shorter than before
- 58% of Scots plan to use intermediaries for booking a trip
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ETAG ran a Business Briefing with 56 Degree Insight on Wednesday 25 February to delve into these stats a little deeper, and to share some new Edinburgh-specific insights, with the city’s tourism businesses.
New Edinburgh-specific insights included:
- How Scots travel to, and around the city (modes of transport)
- Factors that influence choice of accommodation
- Preferred accommodation type
- Motivations for visiting Edinburgh in the last 12 months
- Reasons for not visiting Edinburgh in the last 12 months
Download the presentation for Edinburgh stats
The 56 Degree Insight team also launched their new Scottish AI Travel Index at our Business Briefing, giving all those attending hot off the press stats on AI use amongst Scots.