Last week, we revealed our new report, highlighting the experiences and interests' that visitors to Scotland will be seeking in 2025.
With many in the tourism and events industry continuing to work in a challenging landscape, the research also showcases how these trends could work to their advantage.
Read through the following case studies to learn how some businesses are already benefitting from embracing new visitor behaviours.
Celebreaktions
The opportunity for an existing celebration or milestone to be transformed into a holiday.
Gig tripping
Planning trips around events such as concerts and festivals.
Hobbidays
Visitors choosing destinations based on places that promote and facilitate their favourite hobbies.
Outdoor therapy
Using Scotland’s unique outdoors to promote wellness, such as outdoor saunas and forest bathing.
Source: VisitScotland
Wigwam® Holidays Montrave Estate has seen examples of the celebreaktions trend. There has been an increase in groups seeking weekend breaks where adults can relax, and kids can mingle for celebratory events such as birthdays and family gatherings.
Owner Nicholas Gilmour explains how creating more communal space is drawing in families:
“Each year, we host more weekend breaks for large groups, typically catering to birthdays, hen nights, and family gatherings. We’ve noticed an increase in enquiries from returning guests who previously came alone but now want to bring friends or family to fill additional pods.
Our environment encourages communication without Wi-Fi, and it’s heartening to see groups reconnecting around campfires.
Our communal shed is kept rustic yet inviting, with timber doors, log walls, and a large fire pit, providing a simple yet comfortable setting for celebrations. This trend, amplified during COVID, dipped slightly but is now resurging.
We encourage other businesses to think outside the box. We have leveraged our available space creatively, such as setting up a hammock area, which kids love and adults find relaxing.
Collaborating with neighbouring businesses and individuals is crucial. Provide all weather spaces if your accommodation is restricted, consider a teepee or similar, great in all weather, you will find that these spaces become focal points.
Adapt to guests' requests, it can turn an average stay into an awesome stay and bring in some great reviews.”
Find out more at wigwamholidays.com
Example of celebreaktions. Credit: VisitScotland / Luigi Di Pasquale
Scottish Thistle Award 2024 winners, Kabn, use the natural calming properties of their surroundings to help visitors engage in outdoor therapy. Co-founder, Amber Pledge, tells us about their work to allow visitors to tap into nature:
“Visitors are prioritising self-care and mindfulness more and more these days. With that comes an awareness of the benefits of outdoor therapy to connect with nature. This appeals to all visitor types and ages.
For some, it’s an opportunity to retreat and recharge in solitude, finding space to reflect and reset. For others, it’s a chance to share meaningful moments with loved ones, free from the distractions of technology and daily life.
One thing we have found valuable is listening closely to what our guests are seeking and adapting our experiences to meet those needs.
It is not about offering a one-size-fits-all holiday, but creating spaces that allow guests to unwind and connect with nature in a way that feels personal and meaningful to them.
This can be adding a quiet space for reflection, offering wellness-focused experiences like yoga or meditation, or enhancing your outdoor areas to make nature more accessible.”
Find out more at kabncompany.com
Example of outdoor therapy. Credit: VisitScotland / Luigi Di Pasquale
This tour guides shepherd visitors through the city’s most notable venues and share the stories of the legendary performers who have stayed, played, and made music in the UK’s first UNESCO City of Music.
Co-founder Jonathan Trew thinks gig tripping can benefit many businesses jumping on the bandwagon:
“Big music events and festivals like Celtic Connections and TRNSMT or gigs by large international bands always bring increased numbers of visitors to the city. Music fans come to Glasgow throughout the year because of its outstanding reputation as a music city.
Locals are also music tourists in their own city and for many of them our tours offer a new way of seeing their hometown.
We suggest tweaking your offer to chime with events. In Edinburgh, when Taylor Swift played even the busking bagpipers were covering her songs. We have run Trad Trail tours to complement Celtic Connections.
Tailoring a tour like this can make the tickets sell. You can also partner with other hospitality or tourism businesses to make attractive packages. We have done this with Mharsanta for our song-and-storytelling session, Shipyard Bards.”
Find out more at glasgowmusiccitytours.com
Example of gig tripping. Credit: VisitScotland / Kenny Lam