‘I don’t even drink whisky’: Scotland reels in visitors as much of Europe swelters

The broader international tourism landscape in 2026 has been particularly arduous. Ongoing conflicts, notably in the Middle East and Eastern Europe, have disrupted traditional travel routes, deterred adventurous travellers, and cast a shadow of uncertainty over many popular destinations. Concurrently, the European Union’s new Entry-Exit System (EES) and the impending European Travel Information and Authorisation System (ETIAS) have created significant friction at borders, leading to frustrating delays and confusion for travellers from non-EU countries, including the UK. This bureaucratic hurdle has demonstrably impacted cross-Channel tourism, with many Britons opting for domestic holidays rather than facing potential bottlenecks at ports and airports.

Adding to these woes, the summer of 2026 has seen unprecedented heatwaves sweep across southern and central Europe. Record-breaking temperatures, intensified by climate change, have made traditional sun-soaked destinations less appealing, and in some cases, outright uncomfortable or hazardous. Forest fires, water shortages, and stressed infrastructure have forced holidaymakers to reconsider their choices, creating a significant shift in preferences. Economically, the lingering effects of global inflation, rising energy costs, and a pervasive cost-of-living crisis have squeezed household budgets worldwide, compelling many to curtail their travel plans or seek more affordable alternatives. For much of the UK, especially London and the south of England, these cumulative pressures have translated into a noticeable drop in international visitors, with VisitBritain figures confirming a significant downturn in bookings.

Yet, amidst this global downturn, Scotland presents a striking counter-narrative. The latest data from VisitBritain paints a picture of robust health, with strong annual growth in visitor numbers. Crucially, flight bookings to Scottish airports in June and July alone surged by an impressive 15% compared to the same period last year, a stark contrast to the decline observed in bookings for London and other English regions. This remarkable divergence underscores Scotland’s unique appeal in a volatile world.

Several interwoven factors contribute to Scotland’s ascendancy. Foremost among these is its relative climatic advantage. As heatwaves scorched much of continental Europe and even parts of southern Britain, Scotland’s cooler, temperate climate became an increasingly attractive proposition. For tourists seeking respite from oppressive heat, the promise of crisp air, lush landscapes, and comfortable temperatures offered a welcome escape. While Scotland has not been entirely immune to climate impacts, experiencing its own heatwaves and even devastating wildfires in the Cairngorms earlier in the summer, its overall climatic profile remains significantly milder than its southern European counterparts, making it a viable "climate refuge." Vicki Miller, chief executive of VisitScotland, acknowledges this emerging trend, stating, "Conclusive data linking the heat to changing tourism habits is not yet available, but certainly we’ve seen this year strong demand from Europe, including Spain and Italy, which is potentially the climate impact."

Beyond climate, Scotland’s rich cultural tapestry and strategic marketing efforts have played a pivotal role. The romantic allure of "dashing Highland warriors," brought to life by global television phenomena like Outlander, continues to draw fans eager to immerse themselves in Scottish history and folklore. This "screen tourism" effect is profound, with VisitScotland’s research indicating that 36-37% of international visitors are directly inspired by film or TV. Iconic shows and films, from Harry Potter to Braveheart and Local Hero, create lasting impressions, driving tourists to seek out the majestic landscapes and historic sites that serve as their backdrops. Zanet Garcia, a tourist from Mexico City, exemplifies this trend. On her second day in the country, she confessed her primary motivation was an interest in Scottish mythology, sparked by UK-exported books and TV shows. Her itinerary included visits to locations connected with these narratives, alongside traditional attractions like the Johnnie Walker Experience – "I don’t even drink whisky," she laughed – and the military tattoo, highlighting the breadth of experiences sought. While Ardross Castle, the dramatic setting for the reality TV hit The Traitors, remains closed to the public, the general surge in interest in Scottish castles, particularly those featured in Outlander, has translated into significant footfall for other historic sites.

The appeal extends to Scotland’s vibrant contemporary culture and its passionate sports scene. This year’s Commonwealth Games in Glasgow showcased the nation’s capacity to host major international events, while prestigious golf tournaments continue to attract a dedicated global following. However, it was arguably the "Tartan Army" – Scotland’s famously fervent football supporters – who delivered an unexpected tourism boost during Euro 2024. Voted the best supporters at the tournament hosted by Germany, their reputation for "friendliness, banter, and donations to local charities" captured hearts and served as an invaluable ambassadorial force. Vicki Miller notes, "they capture hearts, they’ve been fantastic ambassadors." This goodwill translated into tangible interest; during the World Cup, when Scotland played in the US, VisitScotland capitalised on the buzz by "painting Boston tartan," which reportedly doubled local online searches for Scottish holidays.

Strategic long-term planning has also begun to yield significant dividends. Over the past two years, concerted efforts to increase direct flight connections from North America have come to fruition, significantly bolstering Scotland’s traditional US-led foreign tourist base. These initiatives have added over 100,000 more seats annually from the US alone, making Scotland more accessible than ever for its high-spending transatlantic visitors. This focus on connectivity, combined with a broader strategy to promote visits across all seasons, reflects a mature and forward-thinking approach to tourism development.

However, the picture, while undeniably positive, is not entirely without nuance. Marc Crothall, chief executive of the Scottish Tourism Alliance, describes the overall situation as "healthy but by no means booming." While international visitor numbers are up, and cultural events like the Edinburgh festivals are seeing a surge – with festival sales up 30% and Edinburgh "jumping," according to Crothall – there’s a discernible difference in spending habits between international and domestic tourists. Big-spending foreign visitors, who are more likely to stay longer and engage with a wider array of paid attractions and experiences, are indeed contributing significantly to the economy. An average overseas visitor to Scotland spent just over £900 in a week in 2024, a figure that dwarfs the just over £300 spent by a British holidaymaker over three nights.

Domestic tourists, grappling with the ongoing cost-of-living crisis, are naturally more budget-conscious. Data from the Moffat Centre for travel and tourism at Glasgow Caledonian University indicates a significant jump in visitors touring by campervan this year, suggesting a shift towards more affordable, self-contained holidays. British holidaymakers are increasingly opting for free visits to museums, scenic walks in the countryside, and dining out less extravagantly. "Instead of the three-course meal, it’s the one," Crothall observes, highlighting the impact of tighter budgets. While government initiatives, such as a 5% VAT cut on summer days out and free travel, aim to alleviate some pressure, Crothall admits, "it’s not magic." This means that while visitor volume is strong, the spending per head from the domestic market is lower, impacting the profitability of certain segments of the hospitality industry.

Despite the current successes, the Scottish tourism sector faces mounting headwinds. The recent introduction of a 5% tourist tax – a Transient Visitor Levy (TVL) – on accommodation in Edinburgh in July has already sparked concern. Dexter, an Edinburgh Bus Tours guide originally from Nevada, US, shared his apprehension: "I’ve been here seven years and the crowd is going down. Tips have gone, big time. I used to be able to go on vacation just on my tips, now that’s not the case." He attributes this decline directly to the tourist tax, exacerbated by the cost of living crisis: "People have got no money."

Leon Thompson, executive director of UKHospitality Scotland, echoes these concerns, stating, "People are in their cost of living crisis and that is a challenge." He further highlights the broader pressures on hospitality businesses, including rising business rates, increased National Insurance contributions, and the general burden of VAT. The industry is anxiously awaiting whether other Scottish local authorities will follow Edinburgh’s lead in implementing tourist levies, fearing a cumulative impact that could erode Scotland’s competitive edge. Thompson warns, "Scotland will always be a popular destination, but we can’t be complacent. We can’t allow ourselves to be priced out of what is the global visitor market."

In conclusion, Scotland’s tourism sector in 2026 presents a compelling narrative of success against a challenging global backdrop. Its unique blend of cultural heritage, natural beauty, strategic marketing, and a comparatively mild climate has positioned it as a preferred destination for many international and domestic travellers. While the influx of visitors and the strong growth figures are cause for celebration, the industry must remain vigilant. Balancing increased visitor numbers with sustainable practices, managing the impact of new taxes, and addressing the ongoing cost pressures on businesses and consumers will be crucial to ensure that Scotland’s tourism boom continues to flourish in the years to come, securing its place as a truly world-class destination.