Scotland has the friendliest people in the UK according to Cambridge University.
The research of over 400,000 Britons online confirms that Scotland has the most agreeable, good-natured, kind and trusted people. Researchers studied data captured with regards to five individual traits – extroversion, agreeableness, conscientiousness, emotional stability and openness to assess personalities across the entire country.
This follows Scotland being voted one of the top ten friendliest countries in the world by readers of online travel magazine Rough Guides in 2014.
Mike Cantlay, Chairman of VisitScotland, said it was no surprise that Scotland had figured so highly. He said; “We are famed for the warmth of our welcome and this is a true testimony to that.
As we head into the 2015 Year of Food and Drink and beyond, we will look to develop and build on all we have achieved and I have no doubt that that warm Scottish welcome on which we pride ourselves will continue to get bigger and bolder!”
Providing a friendly outlook and knowledgeable advice for visitors is of prime importance to Scottish tourism. It is important for businesses within the industry to stay focused and maintain good knowledge of the tourism market and how it is changing in order to satisfy the expectations of those who visit. Tourism Intelligence Scotland has written a guide to Scottish Tourism in the Future which gives advice on how to stay ahead of the game in the Scottish tourism market.