German travellers return to Scotland
After years of challenges following Brexit, the German market visiting Scotland is showing signs of revival. For the first time since Brexit, reports indicate a rise in bookings from German travellers in November 2024. Notably, Germany has surpassed the USA in bookings this month for many clients, signalling a significant shift in tourism.
A key market for Scotland’s tourism
Germany has consistently been a vital market for Scottish tourism. In 2023, German visitors accounted for 9% of all international visits and 7% of overseas spending in Scotland. With 343,000 visits, 2.6 million overnight stays and £247 million in total expenditure, the German market visiting Scotland continues to stand out. The average trip lasts 7.6 nights, with an average spend per visit of £719.
Source: International Passenger Survey, 2023 (numbers have been rounded).
Why Germany loves Scotland
Scotland’s natural beauty, historic landmarks and unspoiled landscapes are key attractions for German travellers. Touring the countryside remains a top priority for visitors from Germany. This strong interest in Scotland’s landscapes helped the German market perform well in 2023, with visits exceeding pre-pandemic levels by 6% and spending up by 26%.
The 2024 Euro’s
Scotland playing in the 2024 Euros has also fueled interest from Germany, as German user’s visits to Scottish tourism websites increased by 83% during the tournament. This surge highlights the importance of leveraging sporting events to boost international tourism.
Opportunities for growth in 2025
The continued growth of the German market visiting Scotland presents opportunities for the hospitality sector. With a shift towards more holiday-oriented visits post Brexit and pandemic, businesses can tailor their offerings to enhance the travel experience for German tourists. From curated tours to localised marketing campaigns, understanding the preferences of this market is key.
Work with POSH
At POSH Marketing Agency, we specialise in uncovering valuable insights from tourism data. By analysing trends like the rise of the German market visiting Scotland, we help businesses identify growth opportunities and develop strategies to attract international guests. Whether you want to update your marketing or understand your customers better, POSH is here to help. Contact us today to learn how we can support your business.
