For the tourist industry, 2026 has been a rocky year, with war, EU border delays, climate and economic woes gnawing away at holiday plans. But while much of Britain is feeling the loss of visitors from the Middle East and beyond, one part is thriving.
Scotland is reeling in ever more visitors, with strong annual growth and a 15% rise in flight bookings to Scottish airports in June and July, compared with a drop in bookings to London and the rest of England in recent months, according to VisitBritain figures.
With heatwaves gripping much of Europe, the hope of finding cooler climes farther north may have increased Scotland’s allure – although tourism chiefs say dashing Highland warriors and kilted football fans may have more to do with it.
Long-term plans to increase direct flights from North America have come to fruition in the last two years, bolstering the traditional US-led foreign tourist base.
