Scotland Climbs to Second Place in UK Staycation Rankings
Scotland has emerged as the United Kingdom's second most popular destination for families planning domestic holidays, according to newly released nationwide statistics. The latest figures demonstrate a significant shift toward holidaying closer to home, with Scotland experiencing one of the most substantial year-on-year increases in domestic tourist interest across all UK regions.
Dramatic Surge in Scottish Tourism Interest
Data from VisitBritain reveals a remarkable transformation in travel preferences. The percentage of people choosing to vacation north of the border skyrocketed from just 3 percent in March 2025 to 15 percent last month. This represents an extraordinary 400 percent increase in interest over this period.
By comparison, London witnessed a more modest rise from 16 percent to 21 percent during the same timeframe, representing growth of less than 32 percent. This places Scotland's tourism surge well ahead of the capital's increase in popularity among domestic travelers.
Factors Driving the Staycation Trend
Multiple factors are contributing to this pronounced shift toward domestic holidays. The survey indicates that more than 40 percent of UK residents now prefer holidaying on home soil rather than traveling abroad, citing "global conflicts and warzones overseas" as primary concerns influencing their travel decisions.
Additionally, travelers are increasingly seeking rural and nature-focused breaks, with Scotland's dramatic landscapes perfectly positioned to meet this growing demand. The recent conflict in the Middle East has further accelerated this trend toward domestic tourism.
Scotland's Rising Popularity for Future Holidays
VisitScotland data confirms this upward trajectory, showing Scotland has climbed from third to second place among UK residents planning holidays for 2026. Notably, 48 percent of Scottish residents themselves intend to holiday close to home next year.
Industry forecasts support this optimistic outlook. Sykes Holiday Cottages has predicted record-breaking staycation numbers for 2026 after reporting that bookings made at the start of this year increased by nine percent compared to the same period last year.
Screen Tourism's Economic Impact
Scotland's tourism renaissance receives significant support from screen tourism, with television productions generating substantial economic benefits. VisitScotland revealed last year that shows including Outlander and Shetland injected more than £140 million into the country's economy as fans visited filming locations.
Research commissioned by government agency Screen Scotland found that in 2023 alone, screen tourism generated a record 1.14 million overnight stays. So-called "setjetters" accounted for 16 percent of all tourists visiting Scotland that year.
The fantasy series Outlander has proven particularly influential, with visits to historic sites featured in the show—including Lochaber, Culross, Perthshire and Blackness Castle—rising to more than two million annually.
Industry Response and Regional Opportunities
Leon Thompson, Executive Director of UKHospitality Scotland, commented on the trend: "Recent travel disruption and ongoing uncertainty will naturally see people looking at breaks closer to home and Scotland has plenty to offer holidaymakers."
Thompson added: "From stunning coastlines to hikes through our iconic countryside, there's something for everyone so it's no surprise that demand for trips in Scotland has surged. I hope this recent interest continues into the summer, in what would be a boost for our hospitality and tourism businesses."
A report from holiday letting specialists further highlights Scotland's appeal, revealing that the Highlands and Islands along with Central Scotland rank among the top five areas in the UK for holiday let ownership opportunities.
Scotland's combination of breathtaking castles, dramatic countryside, cinematic appeal through popular television productions, and growing preference for domestic travel amid global uncertainties has positioned the nation for continued tourism growth in the coming years.
