Viral video showcases Scotland’s winter wellness experiences

Viral video

A 15-second point-of-view video featuring Taymouth Marina in Perthshire has become our most viral social media post to date, sparking a boost in bookings for the marina. 

The short video clip was filmed by our own social media team, showcasing the HotBox sauna and going down the Loch Tay slide. 

To date it has attracted over 5.6 million views across Instagram and TikTok, almost 27,000 saves and has helped generate an increased interest for the business.  

With more and more people seeking travel inspiration on social media, the video is part of our ongoing efforts to promote Scotland as a year-round destination, supporting businesses and events during the winter month.  

In recent years there has been a growing demand for wellness experiences. Our research reveals that 26% of visitors cite “getting away from it all” as a key reason for traveling to Scotland, while nearly 60% agree that their trip enhances their physical, mental, and emotional well-being.

Enjoying the outdoor slide at Taymouth Marina. Credit: VisitScotland / Mat Hay

Top trend for 2025

Our 2025 travel trends report highlights the experiences and interests' visitors to Scotland will be looking for this year and the opportunities these present for tourism and events businesses. 

One key trend that has been identified for Scotland is "outdoor therapy". This trend reflects the rising appeal of wellness in nature, with Scotland’s outdoors offering abundant opportunities for mind and body rejuvenation. It includes experiences such as outdoor yoga classes, water wellness, stargazing and outdoor or wild saunas.  

Wild saunas have become increasingly popular, with searches rising by 639% since 2023 with a range of experiences to be found across the country including the Wild Sauna Scotland in Fife, Haar Sauna in Shetland and the Soul Water Sauna in Edinburgh to name a few.

Haar Sauna on St. Ninian’s Beach, Shetland. Credit: May Graham