‘I don’t even drink whisky’: Scotland reels in visitors as much of Europe swelters
Scotland is attracting more tourists while parts of Europe endure heatwaves and Britain’s wider visitor market faces disruption from conflict, economic pressures and new EU border procedures. Tourism leaders say cooler weather, increased direct flights from North America, popular Scottish cultural imagery and domestic travellers avoiding border delays have all strengthened its appeal.
Flight bookings to Scottish airports rose 15% in June and July, while bookings to London and the rest of England fell, according to VisitBritain. Edinburgh’s festival sales are reportedly up 30%, although Scotland’s tourism industry describes conditions as healthy rather than booming because spending per visitor has declined; overseas visitors spent about £900 over a week in 2024, against roughly £300 over three nights for British holidaymakers.
- Scotland’s tourism is growing as Europe’s heatwaves deter some travellers.
- Flight bookings to Scottish airports rose 15% in June and July.
- Visitor numbers rose, but spending per person fell.
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Scotland’s tourism industry includes city breaks, cultural events, rural travel and visits to well-known sites such as castles, whisky distilleries and Highland landscapes. Edinburgh’s summer festivals are a major draw, while international television, film and social media have helped raise interest in Scottish places and traditions.
Visitors come from elsewhere in Britain as well as North America, Europe and other overseas markets. Airlines, hotels, attractions and tourism bodies all depend on these travellers, but the value of a visit can vary: longer overseas stays often bring more spending than shorter domestic trips.
Travel choices can also be affected by weather, flight routes, border rules and the cost of holidays. Hotter conditions in southern Europe, alongside changes to travel arrangements between Britain and the European Union, have become factors in how some people decide where to go.