Wellness trends to boost tourism

You snooze, you win

Snoorie (aka sleep tourism) has been identified within our latest travel trends for 2025 as the leading wellness travel trend over the next year. In fact, that perfect nap could help boost tourism in Scotland.

Wellness remains a huge driver for visits to Scotland, with 59% of visitors agreeing that their trip in Scotland enhanced their physical, mental and emotional wellbeing (Scotland Visitor Survey).

With a quarter of visitors (26%) saying they “needed to get away from it all and have a rest” (Scotland Visitor Survey), accommodation providers are recognising the importance of prioritising quality sleep as part of the visitor experience.

According to The Sleep Charity, the UK is in the midst of a sleep crisis which impacts our health, economy and society – with nine in 10 people currently experiencing sleep issues.

The “sleep divorce” – where couples sleep in separate beds during their stay – complimentary aromatherapy oils and specialist teas in rooms, investing in quality bedding, and softening the effects of jetlag, are just some of the ways businesses can help engage with the trend.

The travel trends 2025 paper also suggests the promotion of wellness activities that encourage restfulness, such as yoga, forest bathing or other outdoor activities.

Two pairs of feet with socks on warming by an open fire

Other wellness trends identified in our travel trends for 2025

Biohacking wellness tech

A DIY approach that people can take to enhance their life by making changes to their body, diet and lifestyle to improve wellbeing. The paper suggests tailored experiences or packages to enhance visitors' physical wellbeing such as unique spa trips or holistic experiences integrated within the Scottish environment such as wild swimming or ice baths.
Outdoor therapy

More people are recognising the benefits of being in nature in relation to wellbeing and mental health. Connecting with nature and the outdoors is a strong motivator for visitors to Scotland (Scotland Visitor Survey) and the paper suggests moving “indoor activities” outside and personalising outdoor experiences by engaging with visitors before their arrival.

Hear from businesses who are seeing the impact and benefit of these trends and making the most of this opportunity:

Highland Coast Hotels, Highlands - sleep tourism

Recognising the potential of sleep tourism, Highland Coast Hotels has been investing in its locations around the north coast of Scotland, in partnership with Highland BlindCraft Beds, installing over 220 handcrafted beds, mattresses, and headboards across the hotel group.

By prioritising wellness and optimum sleep, the group aim to attract travellers seeking tranquillity and rejuvenation within the Highlands.

The hotel group’s properties include the Plockton Inn, Wester Ross, Lochardil House, Inverness and the Tongue Hotel, Sutherland.

In addition, Highland BlindCraft provides paid, permanent employment to individuals who may face barriers to work elsewhere.

A bed in field Image credit of Highland Coast Hotels

Stravaig Saunas, Royal Deeside – biohacking / outdoor therapy

The idea for a mobile sauna came after the couple were gifted a sauna stove, the pair saw the commercial opportunity and created Stravaig Saunas.

The sauna was created with the outdoors and the stunning location in mind – with a panoramic window to take in the view, plus a changing area and outdoor shower and plunge bath. The sauna has a luxury feel, whilst being completely off grid, with a wood burning stove and battery powered lighting.

The sauna is proving popular with both UK / Scottish visitors and European travellers. Its mobile nature means it has been hired out at shooting estates, riverbanks, hostels, Airbnbs, and even people’s driveways as well as events, such mountain biking festivals, and by wild swimming coaches.

a mobile sauna in a field with a scenic view in the background