What we did on our holiday in D and G

Almost all visitors to Dumfries and Galloway are repeat visitors to Scotland, according to the latest regional research from VisitScotland.

The Scotland Visitor Survey 2023: Dumfries and Galloway, published today (Wednesday, 26 June) by the national tourism organisation, found that 87% of respondents were domestic visitors, and two thirds of all visitors rated their holiday experience 9 or 10 out of 10.

A quarter of visitors stayed in one rural location during their trip, and all visitors spent on average 3.8 nights.

In line with Scotland-wide survey results, scenery and landscape (78%), and history and culture (52%), were the top two motivations for visitors who travelled to the region.

Most (47%) took in retail experiences, followed by country park or garden (44%), and a castle or fort visit (35%).

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.

Gordon Smith, Destination Development Director at VisitScotland, said: “The Scotland Visitor Survey provides valuable insight for everyone involved in tourism and events.

“We know Dumfries and Galloway’s landscape and history are a huge draw for visitors so it’s no surprise that visits to our parks, gardens and castles were among the top activities.

“It’s encouraging that the region saw a huge number of repeat visitors to Scotland showing that visitors are keen to return due to the experience and welcome they receive.

“The research also reveals that satisfaction remains high for visitors to Dumfries and Galloway, which is a fantastic endorsement of the sector, however we know there is always room for improvement.

“Understanding the motivations and experiences of visitors is essential in developing a world-class visitor destination. We will continue to work with businesses and partners to ensure Dumfries and Galloway, as part of the South of Scotland Responsible Tourism Strategy, is a sustainable tourism destination that benefits all.”

Scotland Visitor Survey 2023: Dumfries and Galloway can be found https://www.visitscotland.org/research-insights/regions/dumfries-galloway

ENDS