Visitor economy strengthens, but definitions matter
West Lothian’s visitor economy has recorded a sharp upturn, delivering close to £300 million in a single year, according to council papers. The uplift reflects a mix of heritage tourism, screen-led interest and retail footfall, with officials citing both traditional attractions such as Linlithgow Palace and the region’s largest retail destination in Livingston.
The county’s profile has been raised in recent years by screen productions, notably the internationally followed drama Outlander, which uses locations around Linlithgow. Yet it is the steady pull of everyday retail that the data suggests brings the heaviest flow of people into the area, prompting a local debate about how “visitors” are counted and what kind of activity the visitor economy should capture.
Councillor challenges like-for-like claims
Discussion intensified after a social media comparison set the palace’s footfall against that of Livingston’s shopping centre. Pauline Orr, SNP councillor for Linlithgow, welcomed the growth in overall numbers but rejected the idea that a paid heritage site could be measured directly against a free-to-enter shopping complex that attracts frequent repeat visits.
“You cannot compare the two. Visitors to Linlithgow Palace in 2025 were 85,342. That was a 4% increase on the previous year so with that assumption in mind, in the year to March 26 a figure of 88,700 would be reasonable.”
She added that residents were right to be unhappy with how such contrasts reflect on Linlithgow, stressing the fundamental differences in purpose, cost and visit frequency between a historic site and a retail destination.
What the numbers show
Council papers referenced visitors to the county overall, rather than splitting out shoppers from leisure tourists. Available figures underline how varied the appeal is:
| Attraction/Location | Measure | Notes |
|---|---|---|
| Livingston shopping centre | 15 million visits (2025) | Free entry; significant repeat footfall |
| Linlithgow Palace | 85,342 visits (2025) | 4% rise on prior year; paid entry |
While the palace’s totals are far smaller than a large shopping centre, heritage visits tend to involve distinct spending patterns — including admission charges, guided tours and local hospitality — which contribute differently to the local economy compared with repeat retail trips. The councillor told the Local Democracy Reporting Service that assuming a similar trajectory would put the palace around 88,700 in the year to March 26.
Screen tourism meets local heritage
Linlithgow’s stature as the birthplace of Mary, Queen of Scots, and its frequent appearance on screen have sharpened international interest. Productions such as Outlander have long lead-in effects: fans build itineraries around filming locations, often visiting multiple sites and spreading spend across accommodation, food and independent retail. This differs from routine shopping activity in Livingston, which is nonetheless crucial for jobs and business rate stability.
The latest discussion highlights a recurring policy question for local government: how to use combined data on “visitors” to inform investment. Retail footfall supports transport links, parking management and policing in town centres. Heritage tourism raises questions about conservation funding, ticketing, stewarding, and the wider benefit to high streets in Linlithgow and surrounding communities.
Implications for council priorities
- Transport and access: High volumes into Livingston require reliable bus links and traffic management, while coach and rail access remain vital for historic Linlithgow.
- Funding balance: Retail anchors help stabilise the tax base; heritage assets need predictable maintenance budgets and marketing support to convert screen exposure into longer stays.
- Data clarity: Distinguishing tourist trips from shopping visits would help target spending and measure returns more accurately.
The council papers made clear that the headline figures speak to overall visitor presence in the county, not a breakdown by purpose. That approach gives a top-line indication of economic health but can obscure where pressure points — from parking to public toilets — are most acute. Heritage sites face seasonal peaks and capacity limits, while shopping centres spread demand across the calendar.
Community reaction and next steps
Local reaction has underscored civic pride in Linlithgow’s historic draw and frustration with simplifications that risk diminishing it. As one of the area’s prime attractions, the palace’s numbers and trends remain a bellwether for international interest, while Livingston’s scale illustrates the day-to-day pull of West Lothian’s retail offer.
“Livingston Centre is a shopping centre with a variety of well known and well attended brand names whereas Linlithgow Palace is a historical site, birthplace to Mary Queen of Scots… The two are just not comparable.”
With the visitor economy now approaching £300 million, the immediate task for officials is not to pitch heritage against retail, but to understand how each contributes — and where targeted investment could unlock further gains. Better segmentation of visitor data, smarter transport planning and clear messaging around the area’s assets would help ensure both Linlithgow’s heritage and Livingston’s retail continue to deliver for residents and businesses across West Lothian.
