What we did on our holiday in Argyll and Isles

More than 80% of visitors to Argyll and the Isles would recommend it as a holiday destination, according to the latest regional research from VisitScotland.  

The Scotland Visitor Survey 2023: Argyll and the Isles published today (Wednesday, 26 June) by the national tourism organisation, found that almost three quarters of respondents (72%) rated their experience 9 or 10 out of 10.  

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.  

The results for Argyll and the Isles found that over half of respondents (55%) were from the UK and 31% were visiting Scotland for the first time. 

As well as looking as understanding where visitors stayed, the research also focused on motivations and inspiration. 

It found that visitors to Argyll and the Isles were inspired to visit Scotland for a variety of reasons including scenery and landscape (89%), which was 19% higher than the national average. Other reasons included history and culture (60%) and outdoor activities (31I%) 

Visiting a castle or fort was the most popular activity, undertaken by 46% of respondents.  

David Adams McGilp, Regional Director at VisitScotland, said: “The Scotland Visitor Survey provides valuable insight for everyone involved in tourism and events. Understanding the motivations and experiences of visitors is essential in developing Argyll and the Isles as a must-visit, must-return visitor destination. 

“It’s no surprise that those who travelled to the region cited our scenery and landscape and history and culture as their top reasons for travelling to Scotland. With rugged coastlines, idyllic island beaches, world-renowned whisky regions, as well as fantastic visitor experiences including Mount Stuart, Iona Abbey and Nunnery and Dunstaffnage Castle, there is so much that meets the criteria.   

“The research reveals that satisfaction remains high for visitors to the region, which is a fantastic endorsement of the sector. We will continue to work with businesses and partners to ensure Argyll and the Isles is at the forefront of visitors’ minds.” 

Scotland Visitor Survey 2023: Argyll and Isles can be found https://www.visitscotland.org/research-insights/regions/argyll-isles 

ENDS