What tourists do on their holidays in Fife revealed in new survey

Visiting a cathedral, abbey or other place of worship, retail therapy and taking in a country park or garden, were among the most popular activities, according to the latest regional research from VisitScotland.

The Scotland Visitor Survey 2023: Fife, published by the national tourism organisation, found most visitors (81%) to the region were repeat visitors to Scotland and a quarter stayed in a coastal location. They stayed on average 4.1 nights in the region. In line with Scotland-wide survey results, scenery and landscape (72%), and history and culture (48%), were the top two motivations for visitors who travelled to the region. Most (33%) visited a cathedral, abbey or place of worship, with shopping (32%) and visiting a country park or garden (29%) among the other popular activities.

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. The full report can be found at Scotland Visitor Survey 2023: www.visitscotland.org/research-insights/regions/fife

Visitors were surveyed in-person between March and October last year, and then responded to an online survey when they returned home.

Caroline Warburton, destination development director at VisitScotland, said: “The survey provides valuable insight for everyone involved in tourism and events.

“Fife has so many fantastic historic attractions and gardens, such as St Andrews Cathedral, Dunfermline Abbey and Falkland Palace and Gardens, that it's no wonder visiting them is top for visitors to the region. With around a quarter of visitors staying along our stunning coastline, it shows that the whole of Fife – the coast, towns and city and more rural areas - are welcoming visitors to the Kingdom.

“Understanding the motivations and experiences of visitors is essential in developing a world-class visitor destination. We will continue to work with businesses and partners to ensure Fife is a sustainable tourism destination that benefits all.”