The Scottish Tourism Index - Monitoring the Views of Scots about Holidays and Leisure during the COVID-19 Pandemic

As we reach the end of the seventh full week of lockdown in Scotland following the strict measures taken by the Scottish Government on social distancing, holidays and breaks may seem a long way off.  They are certainly not an option we can take at the moment.

However, as we enter the summer months, there is hope that lockdown restrictions may start to be lifted gradually over a period of time.  This week, the First Minister has removed the restriction on outdoor exercise – more than one trip from home is now permissible. And in England, further restrictions are gradually being lifted.

But as we stay at home, many of us are thinking about the types of holidays and leisure trips we might want to make as soon as we are able.

As a result, 56 Degree Insight have launched a new survey designed to monitor the tourism and leisure desires and concerns of the Scottish population – The Scottish Tourism Index. Where will they want to go first when conditions allow, and what will they take into account when planning that trip?

Below, we present the results from the first wave of the survey – undertaken in early May 2020.  We will monitor changes in opinions and likely behaviours by repeating the survey on a monthly basis for the foreseeable future.

From this first wave, some key findings have emerged:

Although there are some clear variations by lifestage, for most Scots, COVID-19 is forcing a reconsideration of attitudes and opinions about holidays and breaks in the future: four key changes in attitude are emerging:

• Avoiding public transport and/or choosing to travel only in a private car

• Avoiding international travel often due to fears of travelling by air

• Avoiding busy places and being very aware of social distancing

• Being more aware of the cleanliness and hygiene standards

Scots holidaying horizons when restrictions are lifted are generally likely to have been reduced in scale.  Initially at least, the domestic tourism industry is likely to be a particular potential beneficiary:

• Day trips have highest appeal followed by Scottish breaks and holidays then holidays elsewhere in Britain then holidays overseas – for many it’s one step at a time as there will be an initial desire to not stray too far from the safety of home.

• But there will be differential benefits to the Scottish tourism industry, at least initially. The countryside is of greatest appeal, followed by the seaside and then towns and cities. ‘Recovery’ will be by no means equal.

We are likely to return to a new world of attitudes and choices when it comes to holidays in Scotland.  Destinations, accommodation and what to do on holiday are all likely to change in the immediate term:

• At the moment, the Highlands, rural parts of the south of Scotland and the islands all have higher levels of appeal than has been the case over recent years – this will require careful management to ensure honeypot sites in these areas do not become overwhelmed

• In terms of accommodation choice, self-catering accommodation and own caravans and tents will have greater appeal whereas serviced accommodation and hostels/bunkhouses will have reduced appeal. In early May, looking ahead, a key focus was likely to be on hygiene/cleanliness and minimising social contacts by choosing accommodation which is sufficiently self-contained and often rural.

• Choosing what to do on a Scottish holiday is also being changed by COVID-19 with an increased desire to visit the natural outdoors and take part in more active pursuits. On the other hand, indoor activities such as visits to arts and cultural venues, and purpose built attractions will have reduced appeal. Scots are also less likely to wish to eat out when on holiday – with a move towards cooking their own meals.

• And attendance at events and festivals and mixing with locals both have much less appeal now than previously.  Given the importance of Scotland’s ‘friendly welcome’ messaging, navigating around this will require a lot of thought. 

Read about this and much more by clicking on the slide show below or downloading the full report.

For further information about the Scottish Tourism Index or if you wish to discuss the results, please contact us directly by mobile or email (see details at bottom of webpage)

Watch a Zoom recording of the presentation of the early May findings to an audience of Scottish tourism professionals from 26 May.  The Destination Leaders Programme presentation can be accessed by clicking on the image below.

Or, if you prefer to view the slideshow deck yourself, just click on the image below to view the first set of results from the Scottish Tourism Index - May 2020:

You can download a printable PDF copy of the above report by clicking on the button below

Friday 15 May:
Good to see some strong media coverage including this double page spread in The Scotsman and the subject of a one hour discussion on Stephen Jardine’s BBC Radio Scotland magazine programme this morning.

Click on the image below to read the article on The Scotsman’s website

And on this link to read the Glasgow Evening Times’ take on the survey results