Italy is Scotland’s fourth largest international market in terms of spend, generating over £90 million to the economy each year.
The number of holidays to Scotland by Italian visitors has been growing in recent years, and with more Italians now choosing to holiday abroad and an increase in budget airline routes from Italy to Scotland, this is likely to continue.
Italians spend well on their holidays, enjoying good hotels and restaurants. They have a preference for touring and city holidays, plus a desire to visit new places and learn about the culture.