What we did on our holiday in Stirling

Visiting a castle is the top thing visitors do when coming to Stirling, a new survey has found. 

The Scotland Visitor Survey 2023, undertaken by VisitScotland found that almost two thirds of respondents (63%) had visited the attractions during their trip. 

A third of visitors stated they had viewed architecture and buildings while they were here while 28% went to experience a cathedral, church, abbey or other place of worship.  

The Scotland Visitor Survey 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 were asked to respond to an online survey when they returned home.  

The results for Stirling found that over half of respondents (53%) were international visitors, almost double the national average (27%) and in total of those surveyed in the city 34% were visiting Scotland for the first time. 

Nearly two thirds (62%) of those surveyed stayed in serviced accommodation such as a hotel, motel or inn.  

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

It revealed the reasons visitors to Stirling chose Scotland as their holiday destination were scenery and landscape (76%), history and culture (72%), Scotland’s people (30%), outdoor activities available (30%) and a Scottish attraction (25%). 

VisitScotland Regional Director, Lynsey Eckford, 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 Stirling as a visitor destination.  

“Venues like Stirling Castle, The National Wallace Monument, The Old Town Jail and The Stirling Smith Art Gallery all contribute to the city’s cultural offering and recognising their role in attracting visitors is crucial in ensuring Stirling is at the forefront of visitors minds.  

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

We will continue to work with businesses and partners to grow Stirling’s visitor economy, making the city a better place to live and visit.” 

For more information about the Scotland Visitor Survey 2023 for Stirling visit: https://www.visitscotland.org/research-insights/regions/loch-lomond-trossachs-stirling-forth-valley 

ENDS