Jessica McMonagle
12 October 2026
From dramatic coastlines and ancient castles to peaceful glens, remote islands and characterful towns and villages, Scotland offers plenty to discover. But what are holidaymakers looking for from a Scottish escape?
Scotland Uncovered forms part of The UK Uncovered survey, conducted by holidaycottages.co.uk and promoted through nine regional sister brands, including Cottages & Castles. The survey received 19,173 responses from the holidaycottages.co.uk customer database and regional social media channels. The results show that while Scotland's famous castles, landscapes and wildlife remain major draws, there is also a strong appetite to go beyond the obvious: to find quieter places, discover local businesses, experience Scotland's stories, and simply slow down.
As part of the survey, 3,473 respondents from Scotland answered a series of bespoke questions about the area. The findings below are taken from this regional section of the survey.
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Castles and history top travellers' wish lists
Scotland's history has shaped its landscapes, towns and cities, and it remains one of the country's biggest draws. When asked which elements of Scottish culture they'd be interested in experiencing, 74.7% of those asked selected castles and history, making it the most popular answer.
The wider findings tell a similar story, with 81% saying they'd be likely to explore historic sites and castles when visiting Scotland.
But Scotland's stories go far beyond its best-known fortresses: 43.5% are interested in mythology and folklore, while 42.5% would like to experience traditional music and 33.2% are interested in festivals and events.
That suggests there's an appetite not simply to see Scotland's historic places, but to understand the stories, traditions and culture behind them.
From grand castles and atmospheric ruins to ancient legends and local traditions, history can become part of the experience of exploring Scotland rather than simply another stop on an itinerary. One respondent recalled arriving at Dunrobin Castle to the sound of a traditional Scottish bagpiper:
“Dunrobin Castle is an amazing experience. We went by train and had to let the guard know we needed the train to stop to let us off. The castle is right on the beach. Beautiful gardens, and we were welcomed by a bagpiper at the entrance, who played the bagpipes as we entered the castle.. It was a one-off experience for us, and we have recommended it to family.”
Whether it's a castle overlooking the sea, the remains of an ancient stronghold or a place steeped in local folklore, Scotland's heritage gives visitors plenty of opportunities to uncover a little more of the country's story.
Scotland's wild side
History may be one of Scotland's biggest draws, but the country's natural world is just as compelling, with 77% of respondents saying they're likely to enjoy wildlife and nature activities while visiting Scotland, while the same proportion would likely go walking or hiking.
When asked what wildlife they'd most like to spot, dolphins or whales came out on top, selected by 66.8% of respondents.
They were followed by:
- Golden eagles: 59.8%
- Red deer: 58.4%
- Puffins: 56.9%
- Red squirrels: 56.2%
These aren't simply abstract attractions; they're experiences that encourage visitors to spend time outdoors and pay attention to the landscape around them.
A walk along the coast might become a chance to spot dolphins offshore. A trip into the Highlands could mean keeping an eye out for red deer, while a woodland walk might offer the opportunity to see one of Scotland's red squirrels.
The appeal of Scotland's hidden gems
Scotland's best-known destinations have plenty to offer, but our research suggests that many holidaymakers are also looking for somewhere a little less familiar.
Our survey found that 67% of those considering a Scottish break say they're likely to visit somewhere they consider a 'hidden gem'. Avoiding crowds is also a major draw, with 59% saying they would specifically choose Scotland for this reason.
When we asked respondents to name lesser-known Scottish places they'd recommend, a great mix of destinations emerged. The most frequently mentioned included:
Dumfries and Galloway – 35 mentions
What you love: Peaceful beaches, scenic forest walks and charming towns away from the crowds. Respondents praised the region's mix of coastline, nature and tranquillity, with many highlighting its underrated appeal. It's easy to see why so many visitors return to Dumfries and Galloway year after year.
Isle of Mull – 30 mentions
What you love: Incredible wildlife and a true sense of escape. Visitors frequently mentioned wildlife sightings and the island's peaceful atmosphere, with one describing it as a place where 'you could hear only nature at times'.
Ardnamurchan – 25 mentions
What you love: Unspoilt landscapes, remoteness and abundant wildlife. Respondents valued its peaceful character and opportunities to experience nature away from busier destinations.
Outer Hebrides/Western Isles – 25 mentions
What you love: Spectacular beaches, dramatic scenery and breathtaking coastal landscapes. Many respondents highlighted the islands' natural beauty and sense of space. The Outer Hebrides remain a favourite for those seeking big landscapes and a slower pace of life.
Fife/East Neuk – 22 mentions
What you love: Pretty fishing villages, coastal views and rich local heritage. Respondents praised the Fife Coastal Path, historic attractions, arts festivals and independent cultural venues. The East Neuk of Fife offers plenty for those looking to combine coast, culture and characterful places to stay.
Moray Coast/Moray Firth – 20 mentions
What you love: Coastal villages, picturesque harbours and fantastic wildlife watching. Respondents particularly highlighted dolphin spotting, scenic coastal walks and the area's relaxed atmosphere. The Moray Coast is a popular choice for visitors looking to combine wildlife and coastal scenery.
These places are spread right across Scotland, from coastal communities and islands to rural landscapes and lesser-known corners of the mainland.
These findings point towards something broader than simply finding a secret spot. It suggests that holidaymakers are interested in discovering a different side of Scotland: places where they can explore at their own pace, find something they haven't seen before and get away from the busiest tourist routes.
In search of peace and quiet
The desire to escape the crowds ties closely into another of Scotland's strongest findings: peace and quiet.
An overwhelming 84% of respondents rate Scotland highly for peace and quiet, with 43% giving it the maximum possible rating of 5. The comments from respondents frequently centred around themes of peace, tranquillity, remoteness and escaping the crowds. Many highlighted Scotland's quieter landscapes, rural locations and sense of space as key reasons they would choose a holiday here.
It's easy to see why. Scotland has no shortage of places where the landscape sets the pace, from remote coastlines and islands to quiet countryside, forests and secluded glens. For those hoping to experience Scotland at its quietest, travelling outside the main summer season can make an even bigger difference. Spring, autumn and winter bring fewer visitors to many destinations, allowing travellers to enjoy popular beauty spots, walking routes and coastal locations at a more relaxed pace.
And the desire to switch off isn't necessarily just about physical space: 20% of respondents say they'd be likely to take a limited-Wi-Fi digital detox break in Scotland, the highest result of all the UK regions in the research.
Why supporting local matters
Experiencing somewhere new isn't only about the landscape and attractions. For Scottish visitors, the people and businesses that make a place what it is matter too. A huge majority (95.1%) of respondents say supporting local businesses while visiting Scotland is important, including 67.2% who say it is very important.
And when we asked what visitors seek out when exploring a destination, local businesses featured prominently:
- Cafés: 82%
- Local pubs: 73%
- Farm shops: 61%
- Independent retailers: 60%
- Local food producers: 58%
This fits closely with another strong finding: 73.1% are interested in experiencing local food and drink in Scotland.
So, discovering Scotland might mean stopping at an independent café after a morning walk, finding a local pub at the end of a day exploring, picking up produce from a farm shop or trying something made by a local producer. These experiences can become part of the story of a holiday, helping visitors discover not just where they've travelled, but something about the communities that call those places home.
The road trip is part of the adventure
For a destination as geographically large as Scotland, getting here is inevitably part of the holiday. Our research shows that the journey can be both an attraction and a consideration.
Scenic drives are firmly part of Scotland's appeal, with 79% of respondents saying they'd enjoy a road trip while visiting. Similarly, scenic road trips were the most popular outdoor experience in our Scotland-specific questions, selected by 53.5%.
They were closely followed by stargazing at 52.3% and wildlife watching at 49.7%, with hiking selected by 40.8%.
Scotland also stands out when it comes to how holidaymakers want to get here: when it comes to getting here, most respondents would still choose to travel by car (70%), although Scotland also sees a notably higher preference for rail travel than other UK destinations.
That makes the journey itself part of the opportunity. A road trip can turn the distance into an adventure, while travelling by train can offer a different way to experience Scotland's changing landscapes.
Scotland's appeal goes beyond summer
Summer may be a popular time to visit Scotland, but our research suggests its appeal stretches well beyond the traditional peak season. Scotland's appeal clearly extends beyond summer, with half of respondents saying they would visit at any time of year, while 70% would be likely to travel outside peak season to get better value.
Travelling at quieter times of year can also complement one of Scotland's strongest appeals: the opportunity to escape crowds.
Spring can bring longer days and emerging wildlife. Autumn brings changing colours across forests and hillsides, while winter offers a different kind of Scottish escape, from crisp walks and dramatic landscapes to cosy evenings indoors.
For those looking for peace and quiet, travelling outside the busiest months can offer another way to experience the places highlighted throughout the Scotland Uncovered research.
So, what does the future of Scottish holidays look like?
(Featured property: Rock Cove, near Helensburgh)
If there's one thing our Scotland Uncovered research shows, it's that people aren't simply looking for somewhere to go. They're looking for a particular kind of experience when they get here.
- Go beyond the obvious. With 67% of those considering a Scottish break likely to visit somewhere they consider a hidden gem, there's a real appetite for discovering lesser-known parts of Scotland.
- Slow things down. Scotland's reputation for peace and quiet remains one of its strongest appeals, with 84% rating it highly and citing tranquil landscapes and time away from the crowds as key reasons to visit.
- Support local. Supporting local businesses matters to visitors, with 95.1% saying it's important and highlighting the value they place on the communities behind the places they visit.
- Make the journey part of the experience. With 79% likely to enjoy a scenic drive or road trip, and 21% choosing to travel by train, exploring Scotland can begin long before you reach your final destination.
And perhaps that's what uncovering Scotland is really all about. Not simply visiting somewhere new, but taking the time to discover what makes it special.
From the places that don't always make the guidebooks to the independent businesses, wildlife encounters and local stories you find along the way, there's always more of Scotland waiting to be uncovered.
Uncover the best of Scotland
Explore our collection of holiday homes in Scotland and start planning your next holiday to this beautiful part of the world.
Methodology: Scotland Uncovered forms part of The UK Uncovered survey, conducted by holidaycottages.co.uk and promoted through nine regional sister brands, including Cottages & Castles, between March and May 2026. The survey received 19,173 responses from the holidaycottages.co.uk customer database and regional social media channels. Findings are based on the survey respondents and should not be interpreted as nationally representative unless otherwise stated.
Written by Jessica McMonagle
Regional Marketing Manager
Proud Northumbrian and Scotland lover who enjoys inspiring holidays to the North.
Disclaimer: Whilst every effort has been made to ensure the accuracy of the information at the time of writing,
please ensure you check carefully before making any decisions based on the contents within this article.