​Heritage Tourism Resources

Moffat Centre VAM2012Heritage tourism is all around us, from ancient castles, historic homes, World Heritage Sites and battlefields, it is such a large part of Scotland as a destination. By ensuring the industry has access to the relevant research, we can increase the value of this sector thus ensuring that Scotland's built heritage remains one of the main motivators for visits to Scotland. 

The following provides research to better help businesses understand the heritage tourism landscape in Scotland.

Visitor Attraction Monitor – The Moffat Centre, Glasgow Caledonian University

The Visitor Attraction Monitor (VAM) is an annual report measuring the national statistical performance indicators for cultural tourism attractions in Scotland. The VAM aids local and national government to measure the tourism performance analysis. This data can also be purchased which allows visitor attractions to benchmark and measure changes within the industry. The Moffat Barometer map trends, visitor numbers, and other key variables. The report is one of the earliest indicators of tourism performance in Scotland with only one-month data turnaround. Find below, older versions of the VAM.

Scottish Visitor Attraction Monitor 2015 Highlights

Scottish Visitor Attraction Monitor 2012 Full Report

If you would be interested in receiving or participating in the Visitor Attraction Monitor please contact The Moffat Centre.


Tourism Intelligence Scotland

An intelligence guide on Heritage Tourism was published in 2012 by Tourism Intelligence Scotland (in association with Highlands & Island Enterprise, Scottish Enterprise & VisitScotland). A copy is available to download here.