What's the new travel trends for Scotland?

The report identifies three key trends for Scotland

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  1. People with passion

  Scotland is famous for its warm welcome and that’s a particular strength that could come into play in future years.

  This trend focuses on putting people first. It’s about marketing strategies that speak to individuals.

  It highlights the need to “nurture the local character and authenticity to draw visitors while balancing innovation with tradition.”

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  2. Places and Immersive Experiences

  There is a global shift towards meaningful travel. This trend presents an opportunity for businesses to craft experiences that focus on our country’s hidden treasures.

  This will allow visitors to connect with Scotland’s heritage, landscapes and people in a way that feels personal and direct. Digital innovation will play a key role in enabling visitors to do this.

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  3. Power to change

  We have a new generation of visitors increasingly eager to access responsible and meaningful experiences and events.

  This trend supports ambitions to make Scotland a leading destination for responsible tourism. Businesses will need to continue to adapt and embrace to fulfil this consumer desire.