Joining other destinations around the globe, Scotland is targeting the wellness traveller to benefit from its breath-taking scenery, fresh revitalising air and the outdoor and adventurous activities its land offers.
Adapting itself to the growing traveller demand for “wellness” holidays, VisitScotland is focussing on the demand for vacations that boost self-development, following a review of trends in the travel industry. “Restorative recreation” is a key feature based on the outdoor experiences such as the emotional appeal of its scenery and nature while “creative retreats” focus on hobbies and skills such as writing and art workshops, cookery courses and outdoor survival training.
According to the review, wellness tourism worldwide was worth £500bn in 2017, and has recently grown at more than twice the pace of tourism overall.
According to Chris Greenwood, insights manager at VisitScotland, “Wellness tourism is a trend that’s not going away and is expected to continue growing. There is huge potential for businesses who want to appeal to this market, creating experiences that enlighten the senses and feed the soul. Fortunately, Scotland’s ability to embrace wellness within our visitor economy is embedded within our tourism industry DNA.”
Euromonitor recently published its view on eight “mega trends” in world travel. Some are shaped by technology, but of the eight, three chime with the VisitScotland findings: healthy living, ethical living and experiencing more.
Booking.com found that search for experience was translated into a desire to be more adventurous about destinations in 2019. Meanwhile, 42% say they want an experience that makes them feel like a kid again, led by millennials and Generation Z.