1. 2021 Trends
Understanding emerging consumer trends was particularly important during the COVID-19 pandemic. In 2021, we explored the evolving trends and consumer expectations as we started to recover from the lockdowns of 2020.
Overview
- In today’s rapidly changing world, having an informed outlook is vital. It is important to look at the trends and drivers which are influencing the behaviour of travellers now and into the future to ensure Scottish tourism can grow and adapt.
- Since our first trends publication in 2013, we have used horizon scanning methods to report on key consumer trends ranging from adaptable adventure, the art of now to wellness and voluntourism.
- A review of our trends work is currently underway.
In this article:
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Localism and authentic experiences
Consumers have long been encouraged to "discover what’s on your doorstep" and "think global, act local", however, during the COVID-19 pandemic, this became a much more tangible concept for all.
Localism and authentic experiences insights paper
Published May 2021
Hard adventure
There is much evidence that the fundamental need for outdoor activities – which has been a growing tourism driver for years – has been further strengthened by the pandemic-related restrictions, with an increasing number of people becoming more active in their own local areas or looking for alternative ways of staying healthy and physically fit.
Adaptable adventure insights paper
Published May 2021
Workcations
Individuals are being enabled to make decisions about working environments based on their own personal circumstances and, as such, can choose to work from less traditional settings or combine work with opportunities to undertake leisure activities.
Workcationing insights paper
Published May 2021
Artisanal retail and food and drink
Consumers are looking to reconnect with the processes and products they use and the people producing them, both at home and as part of planned trips. Supporting small businesses forced to close during lockdown has encouraged digital adoption in these SMEs (Small to Medium Enterprises) and increased access to their products.
Artisanal retail and food drink insights paper
Published May 2021
Voluntourism
Consumers want to travel more sustainably and manage their interactions with a destination and its residents in a thoughtful manner. Volunteering time and energy to a related cause will help deliver the mindfulness and engagement drivers many visitors seek through travel.
Voluntourism insights paper
Published May 2021
Wellness
Wellness tourism has different connotations for different people. For some it will mean yoga retreats and spa breaks. For others, it might be more linked to physical activities such as walking or mountaineering.
Wellness tourism insights paper
Published May 2021
2. 2020 Trends
Exploring transformational tourism, a movement amongst consumers to travel with purpose and cause. Visitors want their trips to have meaning, challenge, connection and impact. We examine how destinations can be a backdrop to personal fulfilment, alongside the theme of sustainability.
2020 Trends
Published February 2020
3. 2019 Trends
Exploring the connection between travel and wellness, looking at the following themes:
Art of Now
How a destination can support the development of an individual. Trends include the rise of the artisan, baby comes too, frictionless travel and creative retreats.
Sensory tourism
How rural and urban destinations can contribute to the visitors desire to experience tangible sensations. Trends include restorative recreation, unexpected adventures, weather wanderers, spiritual inspirations and green getaways.
New society norms
How people are seeking something meaningful in their lives. Trends include once in a mid-life time, social business mixers and sensing the change.
2019 Trends
Published January 2019
4. 2018 Trends
We explored four broad areas or themes which were influencing trend development in 2018. We went on to look at the opportunities from five trends including wellness, Cosagach (our interpretation of cosiness and comfort), elemental tourism and digital trends.
2018 Trends
Published November 2017
5. 2017 Trends
Back in 2017, our trends looked at mild camping, tourism investment and product development, fluid itinerary travel, the silence of wellbeing and opportunities around dark tourism and literary tourism.
2017 Trends
Published November 2016
Non-traditional tourism businesses, Scotland’s dark side and more.
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