April Barometer: Outperforming National Trends
Added: 13 Jul 2026
ASVA Visitor Attractions Moffat Report – Executive Summary – April 2026
Scotland’s visitor attraction sector demonstrated notable resilience during April 2026 despite a challenging operating environment and a range of external factors influencing visitor behaviour. ASVA member attractions recorded 3.60 million visits during the month, representing a marginal year-on-year decline of 0.7%, a considerably stronger performance than the national visitor attraction sample, which reported a 3.1% decrease. Year-to-date visits among ASVA members remain 3.2% below 2025 levels, reflecting the slower start to the year experienced across the sector.
The broader economic backdrop presents a mixed picture for tourism businesses.
Inflationary pressures continued to ease during April, with UK Consumer Price Inflation falling from 3.3% to 2.8%. Particularly encouraging for attractions was the reduction in inflation affecting recreation and culture, which fell from 2.8% to 1.7%. However, cost pressures remain significant for many operators, particularly those with hospitality and catering operations, as inflation within restaurants and hotels increased from 4.0% to 4.4%.
Consumer sentiment remains cautious.
While inflation is moderating, households continue to feel pressure on discretionary spending, with many consumers actively managing budgets and prioritising value. This ongoing price sensitivity is likely to have influenced visitor behaviour during April, particularly for higher-cost leisure activities and longer-distance trips. Nevertheless, domestic tourism demand remains relatively robust, supported by strong travel intentions and continued interest in UK-based short breaks and day visits.
Several sector-specific factors shaped performance during the month.
Easter fell at the beginning of April in 2026, compared with mid-April in 2025, creating a challenging comparison for attractions. In addition, Scotland experienced highly variable weather conditions, with periods of unseasonably warm temperatures followed by snowfall and severe wintry conditions across parts of the Highlands, Aberdeenshire, and the Borders. These conditions are likely to have influenced visitation patterns across both urban and rural destinations.
Performance varied significantly across attraction categories and locations.
Gardens (+7.4%), Other Historic Properties (+12.1%), Scottish Crafts and Retail Attractions (+10.2%) and Museums and Art Galleries (+5.7%) recorded strong growth, suggesting continued consumer demand for outdoor experiences, heritage assets, and culture-led visits. In contrast, Industrial and Workplace Attractions (-24.3%), Wildlife Attractions (-18.8%) and Historic Houses and Palaces (-13.4%) experienced more challenging trading conditions.
Geographically, the strongest growth was recorded in the Kingdom of Fife (+41.1%) and Orkney (+13.4%), while the Scottish Borders (-12.3%) and Outer Hebrides (-11.3%) experienced the largest declines. Notably, remote small towns delivered the strongest location-based growth (+9%), reinforcing a trend seen in recent years whereby visitors continue to seek authentic, dispersed and less crowded experiences across Scotland’s regions.
The outlook, looking ahead, remains cautiously positive.
Domestic travel intentions remain strong despite continued cost-of-living pressures, while UK air connectivity remains stable. However, attractions should continue to monitor consumer confidence, fuel prices, and geopolitical developments, particularly given the impact recent Middle East tensions have had on transport costs and travel markets globally. The evidence from April suggests that visitors remain willing to travel and engage with attractions, but they are increasingly selective in how and where they spend their leisure budgets. Attractions that clearly demonstrate value, deliver high-quality experiences, and respond effectively to evolving visitor expectations are likely to be best positioned to capture demand through the remainder of the 2026 season.
Credit: Moffat Centre for Travel and Tourism Business Development | Glasgow Caledonian University