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Understanding developing consumer trends is increasingly important during the recovery of tourism following the Coronavirus (COVID-19) pandemic.
Our Innovation Insight papers explore new and evolving trends and consumer expectations developing in tourism today, from consumer demand and business innovations around the world.
Captured through continuous horizon scanning methods, topics covered include adaptable adventures, workcationing and wellness:
- Localism and authentic experiences
- Adaptable adventure
- Artisanal retail and food and drink
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.
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.
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 undertaken leisure activities.
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.
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.
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.
Latest trend papers
Scottish tourism is constantly evolving, with exciting new trends emerging each year.
Our annual trends reports are designed to inspire those in the tourism industry to think about its future and how to benefit from engaging with these developments.
Scroll down to see our 2020 trends paper - Travelling towards transformational tourism. You can also find previous annual trends papers on topics including wellness, digital trends, wild camping and mod-stalgia.
Latest Trends Papers
Travelling towards transformational tourism
Our 2020 Trends Paper will be an opportunity to look ahead to the mega drivers that will influence tourist behaviour for the next ten years. We will also be reviewing the period from 2010 and how behaviours have changed. For this year our annual trends explore the main theme underlying consumer decisions: sustainability.
Wellness, the art of now, sensory tourism, new society norms
Many countries are increasingly marketing wellness as part of their product portfolio. With Scotland's abundant assets of natural landscape, culture, food & drink and heritage, combined with a varied and vibrant tourism industry, we are well-placed to embrace and capitalise on the global movement that is wellness tourism.
Còsagach, elemental tourism, digital trends
For those who come to Scotland to do one of the many outdoor pursuits, having a warm and snug place to come back to after a long and tiring day completes the visitor experience. Scotland's varied and picturesque landscape, as well as its diversity for activities during the different seasons, allows it to be a 365-day-a-year visitor destination.
Published November 2016
Wild camping, non-traditional tourism businesses, Scotland’s dark side and more.
Published November 2015
Honesthicity, the #travennialgeneration, overpersonalisation and more.
Published November 2014
Emotional uncertainty, selective authenticity, value disparity and more.
Published November 2013
Mod-stalgia, modern clans, calculated risk and more.