Main content area Ancestral Tourism takes people on a truly personal journey, which is memorable, emotional and creates lasting, bonding relationships Download Guide Ancestral tourism in Scotland View all guides Ancestral tourism presents new and exciting year-round commercial opportunities, whatever the size, type and location of your business Each year, thousands of visitors visit Scotland to explore their ancestry further or simply to get a feel for where their ancestors lived. Seeing and experiencing Scotland first hand is just as important a motivation for many ancestral visitors. For many it is a journey of discovery that isn’t over until they have actually visited their ancestral homeland. With over 50 million people across the globe claiming Scottish ancestry. The scope and potential of this market is huge and presents a real opportunity for communities and businesses across the country to benefit. 10 million people with Scottish roots are interested in finding out more about their ancestry. It is estimated that 4.3 million people could be encouraged to visit. Related links Culture and heritage tourism Ancestral tourism Gaelic tourism Register Develop your Business Discover how people are benefiting from using Tourism Intelligence Scotland. Customer insights Find out how to improve your visitor experience, and make the most of customer feedback News and events All the latest news and events from Tourism Intelligence Scotland Market Potential Some 50 million people living outside Scotland were either born in Scotland or have Scottish ancestry. Here is a snapshot of where they are located and the relative market potential. Which parts of the country do ancestral tourists visit? Source: 'Ancestral Tourism in Scotland' research report by TNS, on behalf of VisitScotland, 2012 When they visit, ancestral visitors are 'immersed' in Scotland and undertake a very wide range of activities in order to make the most of their trip and to see the very best of what Scotland can offer. This is particularly true of international visitors who have obviously travelled further to get here. Visiting towns and villages of historical or family interest and places connected with their ancestors are popular activities for ancestral tourists This is followed by visiting graveyards, talking to other members of their family, visiting churches, and visiting areas associated with their clan or family sept. The ancestral tourism market is non-competitive. Someone either has Scottish ancestry or doesn't. As a result, all areas of Scotland can benefit from tapping into this £2.4 billion market. Want a printed version of the guide? Please email firstname.lastname@example.org or call us on 0845 601 2454. Download Guide link opens in a new window Intelligence guides View All Ancestral tourism in Scotland Ancestral tourism presents new and exciting year-round commercial opportunities, whatever the size, type and location of your business. Events, festivals and cultural tourism in Scotland The 'Winning Years' campaign provides a unique opportunity for all to celebrate and collaborate with others to develop the visitor experience. Wildlife tourism in Scotland This guide provides key intelligence as well as offering advice on how businesses can ensure that wildlife enthusiasts have the best experience possible. Sailing tourism in Scotland The guide highlights opportunities where tourism and sailing businesses can collaborate to capitalise on this growing market. Mountain biking tourism in Scotland With a predicted 30 per cent growth in mountain biking in Scotland over the next five years, now is the time to get involved. Food and drink experience in Scotland A must-read for tourism businesses in Scotland that have an interest in providing a food and drink offering for visitors Adventure travel in Scotland Get inspiration from the innovations of some of Scotland's top activity providers. Golf tourism in Scotland Highlights opportunities for tourism businesses, golf clubs and courses looking to get the most out of the visiting golfer market. Knowing our markets... Scotland's visitors This guide is an essential read for businesses who want to stay competitive and really understand the tourism markets in Scotland Scottish tourism in the future Up to date information on key trends and what they mean for your business going forward Walking tourism Walking Tourism is a great resource for businesses looking to seize the opportunities that the walking market can bring. Listening to our visitors Listening to our Visitors is a practical guide which includes some great tips on how to ask the right questions. Scotland's historic properties: visiting the future This guide provides practical tips on how our historic properties can exceed visitors' expectations Sustainable tourism business for dummies Sustainable businesses mean tourists will have an amazing country they can keep coming back to.