Day trippers helping to drive visitor-attraction demand
Domestic day trippers seeking value for money are helping to drive demand for Scotland's visitor attractions, according to new figures released today.
Museums, heritage sites and natural attractions reported strong years with visitors looking for more cost-effective experiences.
Visitor numbers to Culzean Castle and Country Park increased by 34.9%, Newhailes House and Gardens, in Musselburgh, recorded a 30.1% increase, and Edinburgh Zoo was up 20.1%.
Overall, tourist attractions had a steady 2025 with the number of paid-for visits up 1.1% and the overall number of paid & free attractions down slightly, 2.3%.
Data from the Moffat Centre at Glasgow Caledonian University, and the Association of Scottish Visitor Attractions (ASVA), shows the overall number of visitors to paid-for attractions rose to 18,962,045.
Free attractions recorded 31,307,887 visits, down 1,380,428 on the previous year.
Edinburgh Castle remained the most popular paid-for attraction in Scotland, with numbers increasing last year by 3.2% to 2,044,963.
The National Museum of Scotland remained the number one free attraction with numbers increasing 0.1% to 2,318,305.
Chris Greenwood, Senior Research Fellow at the Moffat Centre, said: “The takeaway for operators is clear. Demand hasn’t disappeared, but it has become more targeted.
“Visitors are prioritising shorter trips, specific interests, and experiences that feel worth the money. Attractions that can clearly articulate value, relevance, and ease of visit appear to be holding up best. The challenge isn’t simply driving volume. It’s converting a cautious consumer by proving value for money and relevance.”
He added smaller and more remote destinations continued to outperform expectations, with places like Clackmannanshire, up 23.9%, and Angus, up 13.5%, showing that destination-led travel remains strong.
In the Top 10 of free attractions, The Glenfinnan Monument, The National War Museum, and Kelvingrove Art Gallery and Museum had strong years, posting increases of 20.8%, 9.9% and 3.2% respectively.
Michael Golding, Chief Executive of the Association of Scottish Visitor Attractions (ASVA), said: "The remarkable commitment of the visitor attractions sector to provide quality experiences for visitors has been critical in providing a good performance considering the challenging environment. The cost of business is rising and therefore so is the cost to visitors, meanwhile, our domestic visitors that are our main audience have less money to spend, so clearly it is challenging. A commitment to being ‘worth it’ through high quality experiences as well as innovation is helping to provide resilience.
"Creating a strong connection with a local audience is of ever-growing importance, and offering a membership or reduced repeat cost of entry is helping attractions encourage return visitors who are still spending on secondary aspects such as the cafe and retail. Thankfully, our international visitor demand is strong, as they seek authenticity in Scottish experiences that is both transformative and leaves a lasting connection. It is certainly not easy right now, but the strength and collaboration of our sector to work together and commit to quality experiences will be key to future success."
Minister for Business and Employment Richard Lochhead MSP said: “Scotland’s tourism sector continues to deliver for the economy, supporting jobs and driving growth in communities right across the country. These figures show both its strength and how visitor behaviour is evolving.
“We are seeing a more value-conscious visitor, placing greater emphasis on quality, accessibility and experiences that feel worth the cost. That makes it essential that Scotland continues to offer a compelling and competitive visitor experience in every part of the country.
“It is encouraging to see strong performances across a wide range of attractions, including in rural and less-visited areas, reflecting the depth and diversity of Scotland’s tourism offer.
“These results underline the sector’s resilience and the continued commitment of businesses and organisations working to showcase Scotland as a year-round destination.”