Scotland’s tourism sector is gearing up for a promising year in 2025, with key developments such as Glasgow’s 850th anniversary, the return of The Tall Ships Races to Aberdeen, and Scotland’s islands earning recognition in Rough Guides’ “best places to travel” list.
These milestones, alongside new insights into traveler behavior, present opportunities for businesses in the outdoor hospitality and events industries to adapt and grow.
According to a report by The Herald, VisitScotland’s Trends 2025 report identifies eight experience-led travel trends expected to shape visitor expectations next year. Among these trends, “Celebreaktions” and “Hobbidays” are particularly relevant to glamping operators.
“Celebreaktions” involves visitors combining milestone celebrations with travel, while “Hobbidays” highlights the appeal of combining hobbies with vacations. These trends align with an increasing preference for unique, memorable experiences over material purchases.
Wigwam Holidays Montrave Estate, a glamping destination near Fife, has already observed a rise in group bookings for celebratory events such as birthdays and family gatherings.
Nick Gilmour, the owner of Montrave Estate, noted, “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.”
He also emphasized the growing role of social media in attracting bookings, with Instagram serving as a critical platform for showcasing the property’s offerings.
The report also highlights trends like “Set Jetting,” where travelers visit locations featured in popular media, and “Outdoor Therapy,” focusing on activities that enhance well-being.
These trends emphasize the demand for authentic experiences that allow visitors to connect with nature, culture, and personal interests.
For glamping businesses, this creates opportunities to craft tailored experiences, such as themed retreats, hobby-centric workshops, or wellness-focused stays that incorporate outdoor activities.
Emma Matthews, founder of wedding planning firm Timeless White, observed an uptick in destination weddings in Scotland.
“Many couples, and their guests, view their wedding in Scotland as a ‘bucket list’ opportunity, often extending their stay to explore the beauty of different regions,” she said.
The integration of traditional Scottish cultural elements further enhances the appeal for international visitors.
The Trends 2025 report offers practical suggestions for businesses, encouraging them to adapt to these evolving preferences.
Recommendations include diversifying offerings, building collaborative partnerships, and leveraging digital marketing strategies to attract and retain visitors.
Cat Leaver, VisitScotland’s Director of Strategy and Competitive Intelligence, emphasized the importance of these insights, stating:
“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.”