Stac Pollaidh, The North West Highlands Geopark. © Kim Walton |
Charting the future: the latest trends in tourism |
In the world of tourism and events, knowledge really is power. How else can a destination take that competitive edge, stand out in a busy and noisy travel landscape, and remain front of mind, without knowing what its visitors want and how that fits with its offering?
I’ve spoken before about how we’re using data and insights to ensure we’re reaching the right audiences at the right times, offering the right support to businesses, and prioritising the markets where we see growth and potential. This approach is the driving force behind our key priorities of market development, place and destination development, and business and experience development.
Of course, as well as understanding tourism and events in Scotland today, we must also anticipate what it may look like tomorrow. Our recent Trends report is a valuable piece of that puzzle. It highlights the experiences and interests that we believe visitors to Scotland will be seeking in 2025.
These insights aren’t just predictions — they’re opportunities. They enable tourism and event businesses to adapt, promote relevant experiences, and even develop new offerings tailored to what visitors are seeking. Enjoy your latest edition of the Tourism Insider.
Kind regards
Vicki Miller
Chief Executive, VisitScotland |
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Example of sleep tourism at RiverBeds Wee Lodges. © Woodlands Glencoe |
Scotland's top travel trends for 2025 |
From Celebreaktions and Hobbidays to Biohacking Tech and Outdoor Therapy, we've revealed our top travel trends for Scotland for the year ahead. Our latest report highlights the experiences and interests visitors to Scotland will be seeking in 2025. Find out what opportunities these new trends present for tourism and events businesses. |
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Celtic Connections. © Glasgow Life and Gaelle Beri |
| Businesses benefitting from top 2025 travel trends |
Discover how the Wigwam® Holidays Montrave Estate, Kabn, and Glasgow Music City Tours are catering to the four big travel trends for 2025.
Read the case studies |
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Vicki Miller, VisitScotland CEO |
Scotland is among the locations taking centre stage in VisitBritain's new international campaign #StarringGREATBritain. Hear from our CEO Vicki Miller about how the campaign is using the power of film and TV to inspire travel and check out the new campaign blockbuster-inspired film, featuring Scotland. |
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Dunnet Bay Distillery. © VisitScotland / Kenny Lam |
| Showcasing meaningful travel experiences |
Learn more about the Meaningful Travel Map, which connects local tourism businesses with visitors who look to make a difference during their time in Scotland.
Learn more today |
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Business and experience development |
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Working in the industry. © VisitScotland / Connor Mollison |
Business Support Hub launching this spring |
A key part of our business support programme is the delivery of a new Business Support Hub website. We want it to be the go-to place for tailored advice and support. To do that, we need your help. We’re about to start testing what we’ve developed with our users. Joining our user panel means you can have an influence over the advice and support we provide. |
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Regional Events Industry Workshop in Edinburgh. © Chelsea Charles |
| Upcoming events and training |
There are many events and training opportunities coming up over the next few months. Not sure what’s on? Our events calendar is a good place to start.
Events calendar |
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Scottish Tourism Month – The Signature Conference |
The flagship event of Scottish Tourism Month, the Signature Conference, takes place on 11 March. Delivered by the Scottish Tourism Alliance (STA), it brings together leading voices and experts from a broad range of sectors for a day packed with speaker presentations, panel sessions and opportunities to network with all those connected to the tourism industry. |
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Place and destination development |
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Paisley Halloween Festival. © Dylan Glynn |
National Events Funding Programme |
The latest round of our National Events Funding Programme is open for events taking place from 1 May to 31 October 2025. Awards of between £5,000 and £25,000 can be applied for by live, public facing sporting and cultural events taking place outwith the local authority areas of Edinburgh and Glasgow. Closes 17 February. |
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It’s been a busy start to the year with lot’s going on across Scotland. Take a look at our news section to get the latest. It includes: |
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celebrating Glasgow’s 850th year - programme launched
- the R&A announced The 155th Open will be played at St Andrews
- SOSE announced funding for Robert Burns Ellisland Trust
- HMS Unicorn secures funding
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ILG membership recruitment is live |
The Tourism and Hospitality Industry Leadership Group (ILG) is looking for people working in the industry to help influence and grow the future of tourism in Scotland. The deadline for applications is Sunday 2 March. Read more on the group in its latest update. |
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Contribute to National Park consultation |
NatureScot has opened the formal (statutory) consultation on whether a new National Park should be established in Galloway and parts of South and East Ayrshire. The formal consultation closes soon – 14 February 2025. |
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VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG |
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