Market trends

As change is the only thing that stays the same, tourism has to continually look to the future and search for new opportunities for business growth and profitability. Examples of these new ways of engaging with the market are:

• The rise in short breaks,
• Active city breaks
• Health and well being
• Special experiences - spontaneous and planned
• Escape and relaxation
• The merging of business and leisure
• Customised and flexible travel (a package holiday that is not packaged!)

The shared ambition to grow tourism revenue by 50 per cent over the next decade will come from a 20 per cent increase in new visitors. But, more importantly, a 30 per cent increase in spend per visitor. In partnership with VisitScotland and Scottish Enterprise, HIE have identified the key product trends that will bring the greatest opportunity for growth, and helped develop national projects to encourage business innovation, collaboration, networking and product development. Driving this expansion are such factors as:

• A demand for an authentic experience
• Interest in activity and adventure
• Demand for special interest holidays and extended education
• Desire for high quality authentic eating experiences
• Expectation of a vibrant cultural experience with events, music and local culture

On the following pages in this section, explore some of the new trends and challenges for tourism operators in the Highlands and Islands:

Ancestral |  Country Sports |  Culture |  Food and Drink |  Forest Recreation |  Golf |  Green tourism |  Mountain biking |  Whisky |  Wildlife