From breath-taking scenery to culture and friendly, there are plenty of things that keep people coming back to Scotland.
Scotland's longstanding reputation as a must-visit destination is getting stronger, according to new research.
The nation's scenery and landscape was listed as the top reason for returning, with 70 per cent citing this as their favourite part of their holiday. History and culture followed at 48 per cent, with 27 per cent wanting to come back for the many outdoor activities on offer. With Scottish tourism worth an estimated £10.6bn to the economy, repeat visits and word of mouth recommendations have become vital for many businesses still recovering from challenges posed by the pandemic.
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