Travel trends shaping 2026

What visitors are looking for in 2026

From "Give and Break" and "Athleisure" to "Scran Seekers" and "Holiday Helpers", we've shared our top travel trends shaping Scottish tourism in the year ahead. 

Drawing on a wide range of travel data and insights, our latest report Trends for 2026: The Transformation Economy highlights the experiences and interests visitors to Scotland will be seeking in 2026. Within the report find out what opportunities these new trends present for tourism and events businesses.

Hear from Cat Leaver, our Director of Strategy & Competitive Intelligence about why these trends are important in shaping our activity in the year ahead and beyond... 

A breakdown of the new travel trends for 2026

Give and Break – socially conscious travellers want to leave destinations better than they found them by supporting communities through their trip choices.

Athleisure – 'social’ fitness events, such as Hyrox and CrossFit, are driving leisure trips.

Augment Your Experience – visitor experiences are being enhanced through augmented reality (AR) and gamification.

BYOB: Bring Your Own Budget – visitors are crafting their own itineraries as they seek greater flexibility to suit their budget.

Scran Seekers – visitors are seeking out authentic local food and drink experiences which are off the beaten track.

Adventure Luxe – the desire for outdoor experiences that combine relaxation and comfort with the active and meaningful.

Holiday Helpers – with a rise in extended family and multigenerational trips, grandparents are not only sharing the holiday memories, but also the childcare. 

Two enduring trends

There are also two trends identified that continue to influence how people travel, presenting significant opportunities.

Water Wellness – visitors are seeking to engage with therapeutic outdoor experiences.

Set-Jetting Plus – reflects experiences that are not only shot on-location here but being intrinsically linked to Scotland through the stories and locations.