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Article published 25/03/2026

From Berlin, Bremen and Bavaria to the Bonnie Bonnie Banks

German holiday intentions remain high, with travellers showing a strong desire for trips to Scotland. 

That was the message from our team at ITB Berlin 2026. 

The event is a significant barometer for travel industry confidence, attracting 97,000 attendees from 166 countries and regions — including tour operators, airlines, hotels, travel‑tech innovators and global media. 

We found sustainability, artificial intelligence and autumn and winter breaks are all influencing travel from the German market. 

Travel partners showed significant interest in new Scottish products and experiences coming online in 2026 and beyond, with most operators reporting higher turnover for  Scotland.  
 

Booking trends

German visitors continue to rely heavily on tour operators and travel distribution partners, making these channels essential for shaping itineraries and understanding visitor motivations. 

Looking ahead to the autumn and winter seasons, Scotland is appearing more frequently in travel catalogues and online platforms.  

Tour operators are demonstrating increased confidence in year‑round demand and are showing a clear willingness to extend the traditional season, ensuring visitors have more opportunities to experience Scotland beyond the peak months.

VisitScotland Chief Executive Vicki Miller at our breakfast networking event, with over 40 German and international travel industry partners. Credit: VisitScotland

Rail travel

Sustainable travel remained a key theme across all our engagements at ITB Berlin.  

Rail travel continues to feature prominently in consumer planning, with strong demand for rail journeys to Scottish destinations.

This trend reflects a growing preference for sustainable, scenic, and accessible travel options, and operators are reporting positive performance across key routes. Other interests include: Off‑the‑beaten‑path routes; wild saunas; textile traditions. 

Promoting VisitScotland's sustainable offering at the VisitBritain Embassy event. Credit: VisitScotland

AI‑powered

Digital behaviour also continues to thrive. Online discoverability is increasingly important, with growing demand for: 

  • German‑language content 
  • Optimised OTA listings 
  • Digital itineraries 
  • Always‑on destination storytelling 

We also observed rising interest in AI‑powered travel planning tools, particularly among younger and tech‑savvy German travellers — a trend we will continue to monitor and incorporate into our digital strategy.  
 

Open the door to international markets

It was hugely important for VisitScotland to have a strong presence at ITB Berlin and connect with our German and international partners.

The outlook for German travel is very positive, and we know visitors are already very warm to Scotland as a destination. The motivations most important to Germans — nature, escape, freedom, relaxation — strongly align with Scotland’s core tourism offering. It also underlines that prioritising responsible tourism is the right approach in this market.

More than half of our German visitors are repeat visitors, and this is a great opportunity to attract more visitors, especially undecided holidaymakers.

As our second‑largest international market, maintaining a strong year‑round presence from German visitors is vital to help grow our visitor economy.

Vicki Miller, Chief Executive, VisitScotland

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