What we did on our holiday in Forth Valley

Visiting a castle or fort is the top thing visitors do when coming to Forth Valley, a new survey has found. 

The Scotland Visitor Survey 2023* Falkirk & Forth Valley, undertaken by VisitScotland, found that almost half (49%) visited an attraction during their trip.  

 38% went to a visitor or heritage centre while they were here, with 35% stating that they viewed architecture and buildings.  

In line with Scotland-wide survey results, scenery and landscape (81%), and history and culture (55%), were the top two motivations for visitors travelling to the region. 

Over half of visitors (56%) stayed in non-serviced accommodation with self-catering or commercial non-serviced rentals making up the largest proportion. 

74% of visitors were from the UK and 26% were from overseas.

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.

Lynsey Eckford, Regional Director at VisitScotland, said: “The Scotland Visitor Survey help us understand the motivations and experiences of visitors, and these results for Forth Valley will be key in continuing to develop the region as a visitor destination.  

“It’s no surprise that our historical sites and culture inspire many to travel to the region, from the Antonine Wall, Clackmannan Tower and Callendar House to the Kelpies and the Falkirk Wheel.  

“We will continue to work with businesses and partners to enhance the region’s tourism offering and ensure it is at the forefront of visitors’ minds.” 

Scotland Visitor Survey 2023: Falkirk & Forth Valley can be found https://www.visitscotland.org/research-insights/regions/loch-lomond-trossachs-stirling-forth-valley 

ENDS