More than just a holiday

At VisitScotland, we are seeing wellbeing become an increasingly important part of how people travel. Visitors are looking for more than a break from their daily routine. They want opportunities to reconnect with nature, spend quality time with family and friends, discover new places and, increasingly, switch off from their everyday pressures.

Our research consistently shows that connecting with nature and "getting away from it all" remain among the strongest motivations for taking a holiday or short break and Scotland is uniquely well positioned to meet those needs. From our forests, mountains and coastlines to our parks, gardens and urban green spaces, we offer opportunities for restoration and reflection in every corner of the country.

The evidence of the impact is compelling. According to the Scotland Visitor Survey 2023, almost six in ten visitors strongly agreed that their trip to Scotland enhanced their physical and emotional wellbeing and VisitScotland's 2025 travel trends research identified wellness as one of the defining influences shaping future travel decisions.

Among the trends gaining momentum is "snoorie" or sleep tourism, reflecting growing awareness of the importance of rest and recovery. With many people reporting sleep difficulties, businesses are increasingly looking at ways to improve sleep quality through thoughtful design, high-quality accommodation and experiences that encourage relaxation.

Other trends include biohacking and outdoor therapy. While biohacking focuses on improving wellbeing through personalised lifestyle, recovery and health experiences, outdoor therapy highlights the benefits of spending time in nature. Together, they reflect a growing desire for experiences that help people recharge, improve wellbeing and connect more deeply with Scotland's natural environment.

Importantly, wellness tourism is no longer confined to spa breaks and retreat experiences. Today, wellbeing is woven throughout the visitor experience. It can be found in a stroll through a woodland trail, being inspired by stories of shared heritage, dancing at a music festival, or simply slowing down to appreciate the beauty of Scotland’s landscapes.

A thriving visitor economy supports the places that deliver these experiences. Visitor spending helps sustain local businesses, protect cultural and natural assets, maintain attractions and support events that bring people together. In turn, those assets improve quality of life not only for visitors but for the people who live there year-round.

Throughout our work, we want to spotlight the connection between tourism and local wellbeing. This connection is well recognised, with 74% of Scottish residents agreeing that tourism helps sustain local communities. The visitor economy acts as a catalyst for investment in places, helping to create vibrant neighbourhoods, sustain rural populations and support facilities and infrastructure that benefit residents and visitors alike.

This impact is perhaps most clearly seen in tourism's contribution to Scotland's economy. Tourism supports 1 in 11 jobs and 1 in 11 businesses across the country, while 91% of residents agree that tourism brings economic benefits to Scotland and attracts investment. With visitor spending reaching £11.4 billion, tourism plays a vital role in creating opportunities for people living in Scotland and strengthens destinations throughout the country.

We see this particularly in rural and island Scotland, where tourism supports jobs, businesses and services that might otherwise struggle to survive. Few other sectors distribute economic value as widely or as inclusively, with visitor spending supporting the long-term viability of rural places and enabling people to continue living and working in these communities.

Our ambition is to grow a visitor economy that contributes to healthier and more vibrant places, and helps create places where people want to live, work, study, visit and invest. While the journey may begin with a visitor choosing Scotland, the benefits are felt much more widely, strengthening our communities, supporting wellbeing and helping create a healthier Scotland for residents and visitors alike.

This article is sponsored by VisitScotland

www.visitscotland.com