Changing travel trends

from Scotland Correspondent Issue 40

Style and substance

Tourism is changing and Scotland is perfectly placed to be at the forefront of a new type of responsible travel that limits impact on the environment.

New research has revealed that sustainability is set to dominate the industry in the coming years led by a rise in the so-called ecotraveller.

According to experts from the country’s national tourism organisation visitors, aware of the environmental cost to travel, now seek to immerse themselves in a destination while limiting their impact and even “giving something back”. It is a growing trend that has been dubbed “transformational tourism”. The concept forms the basis of the first Trends paper of the decade produced by VisitScotland.

“The future of tourism is ensuring that visitors receive the transformation they seek while understanding the needs of locals and the environment,” according to the report ‘Trends 2020: Travelling towards Transformational tourism.

Eco-Travel has been identified by the tourism body’s Insight team as one of six travel trends expected to impact the industry in the near future. Searches for “eco-friendly travel” on Pinterest have risen by 73 per cent with “eco-city concept” searches up by 46 per cent.

Destinations with “green credentials” are increasing in popularity while opportunities for visitors to contribute to sustainable projects are key attractors, the Insight paper notes. The report also predicts the growth of lone wanderers, fuelled in part by a change in attitudes towards marriage and increased numbers of divorced people who have a strong desire to travel on their own.

Researchers claim more and more travellers are seeking trips that have "meaning, challenge, connection and impact". They want immersive experiences or meaningful engagement with a location's history, people, culture and environment. Culinary tourism, set-jetting and 'living like a local' are trends which typify this behaviour.

A great example of this kind of meaningful experiences are the expeditions organised by the Hebridean Whale and Dolphin Conservation Trust, as reported in issue 39. Volunteers from around the world work as citizen scientists alongside experts to monitor and record wildlife in Scottish waters.

Many of today’s travellers are motivated by a desire to seek mindfulness, wellness and betterment while at the same time being conscious of their impact on the environment as they seek activities which limit or reduce their carbon footprint.

“Visitors are continuing to seek an authentic experience but one which isn’t at the expense of the destination,” said Chris Greenwood, Senior Insight Manager at VisitScotland.

“This presents an exciting opportunity for Scottish tourism to develop a world-class experience that benefits both the visitor and the local community, while protecting the environment which attracts travellers in the first place.”