A look at current trends that are shaping the future of tourism.
A Henley Centre report commissioned by Scottish Enterprise, mapping out the key trends and social changes that will most affect tourism businesses in Scotland.

Some things never change. The grandeur of the mountains, the beauty of the lochs, the lure of the endless, unspoilt coast. Scotland’s outstanding natural splendour is recognised the world over and consistently scores highly and as the number one aspect of the country that appeals to visitors. Such heritage is a gift.

But other things do change, like demographics, family and relationship dynamics, what people are looking for in a holiday and what they expect in areas like service and accommodation. Knowledge of these trends can help us to respond imaginatively and create new opportunities that will attract visitors and strengthen the industry.

Here we’ve set out to paint a broad picture of the emerging types of consumer. It will challenge a number of preconceptions and stereotypes, provide guidance for areas of improvement and hopefully sow entrepreneurial seeds. Project yourself, for a moment, into the future and see how you could thrive by taking note of current intelligence.

Who’s who these days
Rejuvenation
Feeding mind, body and soul
G’day, welcome to Scotland
Spending time before spending money
Ours and ours alone
Fresh air on the ether
The natural destination

Brochure Download
To view a brochure of this report, click on the download below.

Snapshots from the Future (pdf 2mb)

For more detailed information contact ianreynolds@scotent.co.uk.

Michelle Harrison of the Henley Centre will be presenting further data at the SE Tourism Masterclass at Gleneagles on 23 March 2006.