One Day and Cultural Enrichment: Scotland’s Tourism Boom
Nan Zhang
29/02/24
Edinburgh (Image Credit: Oriel Frankie on Pexel)
“Where are the locations in Scotland used in the filming of One Day?” This question has been asked frequently in newspapers, social media and during casual conversations between friends recently.
The hit Netflix series tells a story about the 20-year relationship between Emma and Dexter after graduating from the University of Edinburgh. It has been watched by over 15.2million viewers globally and has attracted a swathe of visitors to Edinburgh, the location of a number of scenes.
The latest research shows that Scotland remains a desirable destination with large cities such as Edinburgh set to benefit the most.
This study published by VisitScotland reviews planned trips for UK residents in 2023 and looks at intended trips between January and June 2024.
This follows figures from the Office for National Statistics (ONS) published last month which show that tourism in Scotland has recorded a growth trend that outpaces the UK as a whole. Scotland welcomed 1.4 million international visitors from July to September last year, with tourists spending a record £1.5 billion.
And that's not the only good news for those involved in Scottish tourism. According to the tracking research, UK residents responded positively in questions about intended trips between January and June 2024.
37% of those planning a holiday in Scotland plan to go to Edinburgh, up from 28% last year. And they are looking forward to “learning-based” activities, cultural attractions and “travelling to somewhere new”.
The University of Edinburgh where the story of One Day starts
(Image Credit: Elena Jiang on Unsplash)
A report from Euromonitor International indicated “people with passion”, “places and immersive experiences” and “power to change” as key travel trends for Scotland between 2024 and 2027.
As VisitScotland has suggested in the statement, “looking at consumer trends can help Scottish tourism grow and adapt.” Booming tourism could be a good option for young Scots who are looking for lucrative career opportunities. There is a viable market in exploring fresh and passionate travel experiences.
While the Cost of Living crisis still has a significant impact on travel intentions, researchers suggest that “with Scotland attracting a more affluent visitor, it may be more cushioned than other regions of the UK”.
So be on the lookout - as maybe your local area could be Scotland's next tourism hotspot.