What we did on our holiday in Orkney

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

The Scotland Visitor Survey 2023: Orkney, published today (Wednesday, 26 June) by the national tourism organisation revealed that well over three-quarters (81%) of Orkney respondents said visiting an archaeological site was the top activity or attraction undertaken.

This was followed by visiting a cathedral, church, abbey or other place of worship (73%), a visitor or heritage centre (54%), viewing architecture and buildings (51%) and visiting a historic house, palace or stately home (49%).

Amongst the Orkney sample, 79% 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 (70%), and outdoor activities (30%).

Less than a fifth (15%) of Orkney respondents were first time visitors to Scotland, with the remaining 85% being repeat visitors. Orkney visitors stayed on average 12.3 nights in Scotland and 4.8 nights in Orkney.

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.

Cheryl Chapman, Development Manager at VisitScotland, said: “Understanding the motivations and experiences of visitors is essential in developing Orkney as a world-class visitor destination.

“It comes as no surprise that visiting an archaeological site was the top activity for visitors as we are spoiled for opportunities here, with the Heart of Neolithic Orkney being a UNESCO World Heritage Site.

“Visiting a cathedral, church or abbey was also chosen by almost three-quarters of visitors and again, Orkney is a perfect fit, with Britain’s most northerly cathedral - St Magnus – and the Italian Chapel, build by Italian prisoners of war - on most people’s must-visit list! 

“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 Orkney actually looks like.

“We will continue to work with businesses and partners to ensure Orkney is a sustainable tourism destination that benefits all.” 

Scotland Visitor Survey 2023: Orkney can be found here https://www.visitscotland.org/research-insights/regions/orkney

ENDS