Visit Scotland | Alba

Overview

  • People are more aware of the association between travel and wellbeing than ever before. The global COVID-19 pandemic appears to have contributed to this sentiment.
  • Short breaks and holidays are a means to enhance phsyical, mental and emotional wellbeing.
  • According to the Scotland Visitor Survey 2023, 59% of visitors strongly agreed their trip in Scotland "enhanced their physical and emotional wellbeing" (based on nine or ten responses on a ten point scale).
  • On this page, we will explore research connected to wellness tourism and the opprtunities for Scottish tourism. We also signpost to wellness insights within different research studies.

In this article:

1. What is wellness tourism?

It's often described as travel that allows people to improve their physical or mental wellbeing.

What makes the concept interesting is that it has different connotations for different people.

For some it will be a direct definition and maybe the sole purpose of trip (encompassing yoga retreats, spa breaks). Others may take part in outdoor or creative activities to improve their wellbeing as part of a trip or just seek out moments of uplift or peace during their breaks.

Wellness as a holiday

More and more, we see health and wellness becoming an integral part of all travel. Visitors seek to get away from stressful lives to re-connect with nature and with family and friends. Some even take opportunities to disconnect from the digital world.

Wellness tourism can be seen as the primary or secondary element of a trip. This offers the potential to be relevant to a breadth of people, of all ages and life stages as wellbeing can be important to all.

Advice for tourism businesses

Research tells us that key drivers for taking holiday or short break include connecting with nature and getting away from it all. We see that escapism and de-stressing are seen as one of the key benefits of taking a holiday in Scotland.

Consider wellness as a holistic and central part of the tourism offering, rather than just a "wellness add on". 

Key drivers for taking a holiday or short break

38%

of respondents wanted to travel somewhere new

38%

of respondents wanted to connect with nature

35%

of respondents needed family or partner time

26%

of respondents needed to get away from it all

Source: Scotland Visitor Survey 2023 (visitors to Scotland were asked for the key reasons they decided on a holiday or short break in the first place)

  • Soft wellness to a full detox

    Create experiences that appeal to visitors' desire for escapism and recharge.

  • Happiness travel

    Highlight the emotional and physical benefits of a holiday or short break. Travel can alleviate stress, foster resilience, increase creativity, boost confidence, and encourage empathy.

  • Close-by escapism

    It’s not just remote places in Scotland that can offer silence and escapism. We can promote quiet areas, tranquillity and peace in every corner of Scotland, in our urban areas, as well as our rural and coastal destinations.

    Encourage visitors to slow down and savour every moment of what there is to see, do, and learn.

  • Restorative recreation

    Promote opportunities to engage with Scotland’s scenery and landscape, as diverse as:

    • green spaces
    • nature walks
    • forest bathing
    • tranquil locations
    • cold water
    • outdoor activities


    Talk about the restorative impacts of being in green spaces and being near water.

A decade of consumer trends

Published May 2024

Originally published March 2024

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3. VisitBritain MIDAS research 2022

In 2022, our partner, VisitBritain, undertook comprehensive research with international leisure travellers. They spoke to global and prospective tourists from many markets around the world.

The research looked at international tourist motivations and decision making. It also explored the relevance of wellbeing as it applies to holidays and short breaks.

Key insights

Individuals are acutely aware of the connection between breaks and holidays, and their own personal wellbeing.

Wellbeing is of emerging importance amongst visitors from around the world.

77% net agree "taking breaks or holidays abroad is good for my physical, mental and emotional wellbeing".

68% net agree that "since the pandemic began, I have become more appreciative of the importance of breaks and holidays for my personal wellbeing".

Tourists from Oceania, Americas, South Asia, and the Middle East are the most likely to associate breaks and holidays with personal wellbeing. Although, there is also still a strong wellbeing opportunity from Southern and Western Europe.

Read the full VisitBritain Midas research

Related links

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