From Celebreaktions and Hobbidays to Biohacking Tech and Outdoor Therapy, VisitScotland has revealed its top travel trends for Scotland for the year ahead.

Drawing on a wide range of sources*, the national tourism organisation's report highlights the experiences and interests' visitors to Scotland will be seeking in 2025.

Grouped into two key themes, Passion Travel—focused on personal interests or special occasions such as milestone celebrations—and Wellness Travel—centred on enhancing physical and mental wellbeing—the eight trends identified for 2025 showcase Scotland's unique potential for transformational, experience-led travel.

From delving into Europe's largest inland surfing destination, experiencing awe-inspiring yoga in front of Van Gogh's most noteworthy art works, to rejuvenating wellness retreats featuring everything from cold plunges, hot saunas and even snoozing beside sheep. Scotland offers a wealth of experiences aligned with these emerging travel themes, find more inspiration below: 

Passion Travel:

• Hobbidays hobbies aren't just for 'at home' but increasingly visitors are seeking to combine their favourite pastimes with their travel. These visitors are seeking out bespoke retreats, workshops and up-skilling experiences, opportunities for creative expression or to connect with local groups and communities.

Trend Setter Spotlight: Get hands on with a pottery retreat in Argyll; photography workshops in Glasgow, or opt for a knitting and weaving weekend in Shetland blending local traditions with creative learning. In Aberdeen, take part in a special yoga and pilates session amid Vincent van Gogh's awe-inspiring masterpieces.

• Gig Tripping as seen with Taylor Swift Eras Tour in Edinburgh last year, seeing your favourite musician live can be a once in a lifetime opportunity for fans, leading to people planning travel around concerts or festivals. With Scotland set to host gigs by Oasis, Lana Del Rey and Kylie Minogue in 2025 and offering a strong annual festival line up, these present a huge opportunity for Scottish tourism businesses from maximising early bookings to offering artist-inspired experiences such as guided tours and themed food and drink experiences.

Trend Setter Spotlight: Celebrate Glasgow's 850th anniversary

Glasgow, UNESCO City of Music, celebrates its 850th anniversary in 2025, making it an ideal time to explore this dynamic city. With a range of events and activities to come to mark the occasion and as a city renowned for its rich culture, delicious food and drink, striking architecture, world-class events, exciting visitor attractions and welcoming atmosphere, Glasgow guarantees a memorable visit.

• Celebreaktions have continued to increase in popularity following the COVID-19 pandemic. Combining celebrating a special occasion such as a wedding, birthday or university graduation with a holiday, these trips offer a chance for multigenerational groups to come together and extend quality time with quality travel. These visitors are looking for exclusive use accommodation, tailored activities and private dining options.

Trend Setter Spotlight: From weddings at Dundas Castle to anniversary celebrations featuring private whisky tastings in Speyside - perhaps at one of the world-famous distilleries along Scotland's Malt Whisky Trail. Scotland has a wealth of exclusive use venues to choose from, Ardoch Estate, nestled beside Loch Lomond in a spectacular National Park setting, provides 133 acres of private estate for events, complete with woodland trail and shimmering lochan, for the ultimate bespoke experience.

• Set Jetting visitors continue to be inspired by Scotland's on-screen presence from Braveheart and Fast & Furious to Outlander and Shetland. And with upcoming releases including Netflix's The Undertow and Frankenstein both shot in Scotland, this trend looks set to continue. These visitors look for guided tours and opportunities to immerse themselves in the places, history and culture seen on screen or linked to actors.

Trend Setter Spotlight: Scotland's dramatic landscapes and history continues to captivate audiences on screen. Head to iconic locations such as Doune Castle which featured in Monty Python and the Holy Grail, Game of Thrones and Outlander. 

Experience a unique perspective with Vincent from Gothic Glasgow with a nighttime tour of the city which incudes The Necropolis (featured in Batman).

• Instant Inspo as highlighted in VisitScotland and wider travel industry research, social media channels such as Instagram and TikTok continue to be an important source of travel information and inspiration. Offering direct access to a global captive audience, opportunities for destinations and businesses include brand and influencer collaborations and partnerships and showcasing local events and experiences especially those 'off the beaten path' these visitors crave.

Trend Setter Spotlight: The dramatic sculptures of the Kelpies in Falkirk provide endless photo opportunities, or head to a scenic hidden beach such as Tentsmuir Natural Nature Reserve in The Kingdom of Fife for a picture-perfect picnic.

Wellness Travel:

• Sleep Tourism 'getting away from it all' is a key driver for taking a holiday or short break in Scotland and with growing awareness of the importance of sleep to our health and wellbeing, visitors are looking for amenities and activities that promote a good night sleep. From custom temperature and light controls to pillow menus and jet lag wake up calls to yoga and meditation, there is much that Scotland's unique offering can do to boost restfulness.

Trend Setter Spotlight: Relax and unwind at The Body Toolkit Retreat in the Highlands, with classes on the tools and techniques to combat stress and negative thoughts. Alternatively, enjoy a quirky hideaway with Tea with Naughty Sheep for three days of adventure, sheepy sleepovers and mindful yoga practices.

• Biohacking Wellness Tech – consumers are increasingly using technology such as sleep trackers, fitness devices and nutrition apps to monitor and optimise their health and wellbeing. Many visitors are looking to continue this approach when they travel from personalised wake up calls and cold-water therapy to trying the latest spa tech treatments.

Trend Setter Spotlight:  Check out Taymouth Marina on Loch Tay in Perthshire, providing incredible cold water therapy spa experiences (including a slide plunging straight into the loch waters, for brave souls!), warm up in the hot box sauna, or relax by the fire pit whilst taking in panoramic views.

Lost Shore Surf Resort, arrived in Scotland in autumn 2024, when it proudly became Europe's largest inland surfing destination. Based in Edinburgh, this world-class facility brings an iconic sport to a new inland home. Capable of generating up to 1,000 waves per hour, the state-of-the-art surf lake is set within a 60-acre country park, offering luxury accommodation, a food market, shopping, and an incredibly well-equipped wellness spa.

• Outdoor Therapy with spending time in nature widely recognised as good for our physical and mental health, visitors are looking for opportunities to reap the benefits of and immerse themselves in Scotland's great outdoors. From wild saunas and bike hire to outdoor yoga classes and meals under the stars.

Trend Setter Spotlight: Scotland's great outdoors offers natural therapeutic benefits, explore spectacular, hidden swim spots during a retreat with  Wild Hebridean Swimming, or embrace the art of slowing down and tranquillity with a session of forest bathing with Wander Women, blending mindfulness with adventure. 

Providing trend summaries, data insights and relevance to Scotland, the report also offers practical suggestions for tourism and events businesses on how to leverage these trends. From adapting and creating new experiences to collaborative partnerships, sales and marketing opportunities.

Cat Leaver, VisitScotland Director of Strategy and Competitive Intelligence, said:

“If Scotland wants to continue to be a destination of choice for both international and UK holidaymakers, then it's important that we keep up to date and understand what our visitors want.

“In recent years, we've witnessed a shift towards more experience-led and transformational travel. Our Trends 2025 analysis shows these experiences are constantly evolving with visitors seeking things that nurture personal interests, offer scope for celebration or actively support their health and wellbeing.

“We will also be using these insights to inform and influence our own activity, creating inspirational content that positions Scotland as a must-visit, year-round destination.”

For more inspiration and to explore the full 2025 travel trends report, visit www.visitscotland.org/research-insights/trends/consumer-trends  

ENDS

*VisitScotland's Trends 2025 report draws on a range of sources including the Scotland Visitor Survey 2023 and analysis of global travel trends

For further information contact:  

Rachel Holloway

Assistant PR Manager, Global PR

Rachel.Holloway@visitscotland.com 

Notes to Editors 

• Follow us on X: @visitscotnews or @VisitScotland on Linkedin
• VisitScotland is Scotland's national tourism organisation. Its core purpose is to drive the visitor economy, growing its value in Scotland.
• VisitScotland's work is aimed at achieving the four Ss – driving spend, spread, sustainability and satisfaction for visitors, industry and communities.
• The organisation's strategic framework is delivering against the National Strategy for Economic Transformation which aims to support a wellbeing economy.
• VisitScotland's work helps support the ambitions of the national tourism strategy, Scotland Outlook 2030, for Scotland to be a world leader in 21st century tourism.
• VisitScotland is a leader in responsible tourism, making Scotland a better place for people to live and visit. We are proud signatories of the Glasgow Declaration on Climate Action in Tourism and Tourism Declares a Climate Emergency. 
• For VisitScotland's press releases go to Media Centre (visitscotland.org) tourism statistics and frequently asked questions go to http://www.visitscotland.org/   
• For holiday information on Scotland go to www.visitscotland.com