May Barometer: Building on Spring Momentum
Added: 28 Jul 2026
ASVA Visitor Attractions Moffat Report – Executive Summary – May 2026
May 2026 delivered a solid and broadly encouraging performance for Scotland’s ASVA membership of the visitor attractions sector, extending the more stable spring trading pattern seen throughout 2026. While the overall picture was positive, the evidence suggests the market remains finely balanced. More favourable weather conditions provided welcome support for visitor activity, but consumer demand continued to be shaped by ongoing cost-of-living pressures and increasingly cautious spending decisions.
The wider tourism market reflects this mixed environment.
VisitScotland’s domestic sentiment research shows that the proportion of UK residents intending to visit Scotland between April and September 2026 fell to 10%, down from 13% during the same period last year. Overall UK leisure travel intentions also softened, indicating that while demand remains present, consumers are becoming more selective about where and how they spend. For visitor attractions, this reinforces the importance of clearly demonstrating value, delivering high-quality experiences, and providing flexibility that encourages visitors to commit.
Weather conditions were undoubtedly a positive influence during the month.
According to the Met Office, May 2026 was the UK’s joint third warmest May on record. Scotland experienced above-average temperatures, while sunshine levels across the UK were slightly above normal and rainfall remained below average nationally. These conditions are typically favourable for Scotland’s visitor attractions, particularly outdoor, heritage and family-focused sites, supporting stronger day-trip activity, longer dwell times and greater confidence to travel.
International market indicators also remained encouraging.
VisitBritain reported that inbound air arrivals to the UK during May were 8% higher than in May 2025, with Glasgow among the destinations recording particularly strong year-on-year growth. At the same time, flight search activity for June showed Scotland continuing to perform well within international travel planning. While aviation trends do not translate directly into attraction visits, they provide further evidence that Scotland remained highly visible and competitive during the early summer booking period.
For ASVA members, the strategic picture remains consistent.
Attractions that combined a compelling visitor proposition with clear value for money and an offer capable of performing well regardless of weather conditions appear to have been best placed to convert consumer interest into visits. The sector continues to experience a measured recovery rather than sustained, broad-based growth, with experience-led destinations and urban attractions generally demonstrating greater resilience than more discretionary visits. Against this backdrop, success is likely to depend less on maximising visitor numbers alone and more on converting demand effectively, enhancing visitor spend, and providing compelling reasons for visitors to choose Scotland’s attractions in an increasingly competitive marketplace.
Credit: Moffat Centre for Travel and Tourism Business Development | Glasgow Caledonian University