This year’s discussions highlighted both opportunities and challenges, from changing traveller behaviour to the growing importance of collaboration, technology and authentic visitor experiences.

For destinations, visitor attractions, rural estates and tourism businesses across Scotland, here are ten key insights from this year’s conference.

1. Domestic tourism continues to drive the visitor economy

While international travel has returned, domestic tourism remains a crucial pillar of Scotland’s visitor economy. Many UK travellers continue to explore destinations closer to home, creating sustained opportunities for Scottish tourism businesses.

Maintaining a strong domestic offer, particularly for short breaks and family travel, remains essential.

2. Rural tourism is experiencing significant growth

One of the most striking statistics discussed during the conference was the 60% growth in families choosing rural stays in Scotland since 2020.

Travellers are increasingly seeking space, nature and slower-paced experiences away from crowded destinations. This shift presents major opportunities for estates, rural accommodation providers and outdoor experience businesses.

3. Multi-generational travel is on the rise

Travel patterns are also shifting toward larger groups. Families are increasingly travelling together across multiple generations, grandparents, parents and children sharing a single trip.

Destinations that can accommodate these groups, offering flexible accommodation and activities for different age groups, are particularly well positioned to benefit.

4. Collaboration is becoming essential for success

Across the sector, collaboration emerged as a key theme. Businesses and destinations that work together, sharing marketing platforms, packaging experiences and promoting each other, are achieving greater visibility and stronger visitor offers.

Partnership working is no longer a “nice to have”; it is becoming central to destination growth.

5. Technology is reshaping the travel journey

Technology continues to transform how visitors discover and book travel experiences.

From search and social media to booking platforms and travel marketplaces, businesses must ensure their message and brand are consistent across multiple digital touchpoints.

A clear and compelling digital presence is now essential.

6. Gen Z travellers are beginning to shape the market

A new generation of travellers is emerging. Gen Z audiences value authenticity, sustainability and meaningful experiences.

They are highly digital in how they discover destinations, often relying on social media, peer recommendations and visual storytelling.

Destinations that communicate their unique character clearly, and authentically, will resonate strongly with this audience.

7. Authentic storytelling matters more than ever

Travellers are increasingly drawn to places with strong identity and character.

Local food, heritage, landscape and community stories all contribute to creating memorable experiences. The challenge for destinations is not simply offering these experiences, but communicating them effectively.

8. Experiences are driving travel decisions

Visitors are increasingly choosing destinations based on what they can do rather than simply where they can stay.

Outdoor adventure, food experiences, festivals and cultural events are becoming powerful motivators for travel and can significantly increase visitor spend within destinations.

9. Strong local partnerships strengthen destinations

Tourism thrives when local organisations work together, from visitor attractions and hospitality businesses to cultural institutions and community groups.

Destinations that create a shared vision and collaborative approach tend to develop stronger visitor economies and clearer identities.

10. Clarity and consistency of message is critical

In a competitive global marketplace, destinations must clearly communicate what makes them distinctive.

Those that understand their strengths, whether that is landscape, heritage, food, culture or outdoor adventure, and articulate this clearly will find it easier to attract and retain visitors.

Looking ahead

Scotland’s tourism sector continues to evolve rapidly, shaped by changing traveller expectations, digital transformation and a growing desire for authentic, meaningful experiences.

For tourism businesses and destinations alike, the opportunity lies in embracing collaboration, telling compelling stories and creating memorable experiences that connect vsitors with place.