Planning for 2026: Demand, Perception and Performance in the Scottish Domestic Market
As Scottish visitor attractions plan for 2026, understanding the domestic Scottish market has never been more important. With ongoing economic pressures and changing travel habits, how Scots choose to spend their leisure time — and what they expect from attractions — will play a critical role in shaping performance over the year ahead.
In this Industry Insight webinar, 56 Degree Insight will share the latest findings from their Scottish Tourism Index, which focuses specifically on the attitudes, behaviours and intentions of the Scottish public. This session will provide ASVA members with robust, Scotland-specific insight to support confident planning for 2026.
Drawing on large-scale research, the webinar will explore how demand within the domestic market is evolving, how Scots are making decisions about day trips and holidays, and what this means for attractions when it comes to pricing, programming and experience design. The emphasis will be on using insight to anticipate change and respond proactively, rather than reacting after the fact.
Alongside this, 56 Degree Insight will reveal new research into Scottish public perceptions of what makes an attraction “world-class”. Understanding how domestic visitors define quality, value and excellence will help attractions prioritise improvements that matter most to their core audiences.
The session will conclude with practical guidance on collecting better visitor data, helping attractions deepen their understanding of Scottish visitors and build insight that supports continuous improvement throughout 2026 and beyond.
In a competitive and cost-conscious environment, this webinar will help ASVA members focus their efforts where they will have the greatest impact on the domestic market.
You will learn:
- How insight into the Scottish domestic market can inform demand planning for 2026
- How Scots’ attitudes, behaviours and expectations are evolving
- Where there may be opportunities for growth within the domestic market — and where challenges remain
- What the Scottish public considers “world-class” in a visitor attraction
- Practical, achievable ways to collect and use visitor data to strengthen understanding of domestic visitors
About 56 Degree Insight
56 Degree Insight is a leading Scottish research and insight consultancy specialising in tourism, leisure and the visitor economy. Their Scottish Tourism Index provides a deep understanding of the attitudes, behaviours and perceptions of the Scottish public, helping organisations plan more effectively for the domestic market.
With extensive experience working with visitor attractions and tourism organisations across Scotland, 56 Degree Insight combines rigorous research with practical interpretation — turning insight into action.