Ancestral tourism research

Ancestral Tourism initiative - research and market information

Keep up-to-date with the latest ancestral tourism market information, and find out how to develop your business by carrying out your own visitor surveys and research.

VisitScotland has developed templates and guidelines for businesses looking to carry out their own customer satisfaction and visitor surveys.

'Ancestral tourism - It's everybody's business' - information on what motivates ancestral tourists to visit Scotland - plus top tips for meeting the needs of this market.

Market appraisal and economic impact research

The partners have been identifying and quantifying the exact market that Scotland can potentially attract. A full research exercise has been undertaken to ascertain how many people worldwide have direct Scottish ancestry, what kind of experience customers who have already visited Scotland have had; and what potential customers are expecting from their visit to Scotland.

• Link to research findings and economic impact evaluation. (.pdf)
• Link to market segmentation report. (.doc)

Ancestral Scotland research 2005

With the aim of understanding customers better who research their Scottish ancestors during a short break or holiday in Scotland, VisitScotland conducted research in Autumn 2005 in co-operation with Scotlandspeople.gov.uk (the official online source for parish register, civil registration, and census records for Scotland).

• Link to Ancestral Scotland research. (.pdf)