We might refer broadly to ancestral visitors as those who feel some sense of emotional connection to Scotland and show a strong desire to find out more about Scottish history and connect with it on a personal level.
Many with an interest in discovering their roots, and desire for a sense of belonging, come from the USA, Canada and Australia. In VisitScotland's 2023 Scotland Visitor Survey an average of 41% of respondents from these long haul markets cited their Scottish ancestry as a major motivation for their trip.
Did you know?
- Ancestral visitors tend to stay longer and are more likely to visit outside the peak summer months of July and August than the average visitor.
- Ancestral visitors are also likely to become repeat visitors to areas related to their own clan or family history.
