An increasing number of businesses and social enterprise organisations across Scotland are offering tourism experiences to meet the demand for meaningful travel, where visitors aim to make a difference and give something back as part of their holiday experience.
Research by Booking.com highlights that three quarters (75%) of global travellers say they want to travel more sustainably while 71% say they want to leave places they visit better than when they arrived. A partnership between VisitScotland and tourism industry non-profit Tourism Cares has been forging links between Scottish businesses that offer meaningful travel experiences, and tour operators and travel agents who create packages for international visitors.
The Meaningful Travel Map connects Scottish businesses with the travel trade, giving them the opportunity to reach new audiences, develop their business and encourage responsible travel. Scotland was the first European destination to feature on the map in 2024, and there are now more than 30 businesses listed. We've worked with businesses to become travel trade ready and these responsible tourism experiences provide consumers with the confidence that their visit to Scotland can be a force for good.
Organisations featured on the Meaningful Travel Map include social enterprises, charities and community-led experiences, and activities range from rewilding journeys and crofting experiences to traditional craft skills and wildlife watching. All of the projects help to protect Scotland’s natural and culture heritage.
