What we did on our holiday in the Outer Hebrides

Visiting an archaeological site was the top activity undertaken by visitors to the Outer Hebrides, according to the latest regional research from VisitScotland.  

The Scotland Visitor Survey 2023: Outer Hebrides, published today (Wednesday, 26 June) by the national tourism organisation revealed that more than half of respondents (58%) said they visited an archaeological site whilst visiting the islands.   

This was closely followed by visiting a visitor or heritage centre (54%), hillwalking, mountaineering, hiking or rambling (46%), visiting a castle or fort (39%) and a museum or art gallery (36%).  

Amongst the Outer Hebrides sample, 86% of those said scenery and landscape were the top reasons for choosing to visit Scotland – higher than the Scotland-wide survey result of 70% - followed by history and culture (56%), and outdoor activities (43%).   

More than a fifth (22%) of Outer Hebrides respondents were first time visitors to Scotland, while 76% of all visitors toured around Scotland, staying in two or more places.  

The Scotland Visitor Survey usually takes place every three or four years but was delayed due to the pandemic and was conducted in 2023.

It aims to help understand why visitors take a holiday or short break in Scotland and how they rate their experiences when here.   

Visitors were surveyed in-person between March and October last year, and then responded to an online survey when they returned home.   

Victoria Harvey, Development Manager at VisitScotland, said: “Understanding the motivations and experiences of visitors is essential in developing the Outer Hebrides as a world-class visitor destination.   

“It’s great to hear that visiting an archaeological site came out on top of activities undertaken as we are spoiled in the islands for stone circles, remnants left by the Norse and of course our brochs and crannogs, including most famously, the Calanais Standing Stones, the Uig Chessmen in Museum nan Eilean and the incredible finds of Cladh Hallan and exploring through Uist Unearthed.

“Visiting a visitor or heritage centre was close behind and reflects visitors wanting to immerse themselves in our rich cultural heritage, from exploring the story of St Kilda, to our network of Comunn Eachraidh (historical societies) to experiencing some of our Hebridean spirits found across our excellent distillery experiences. This data gives us an even better opportunity to showcase that to our visitors.  

“This visitor survey will help inform and drive our activities, targeting our visitors with the information they want, when they want it. It helps build a picture of what the visitor experience in the Outer Hebrides actually looks like. 

“We will continue to work with businesses and partners to ensure the Outer Hebrides are a sustainable tourism destination that benefits all.” 

Scotland Visitor Survey 2023: Outer Hebrides can be found here https://www.visitscotland.org/research-insights/regions/outer-hebrides    

ENDS