Tourism trends examples from Scotland and around the world

Find out about businesses tapping into the latest trends

Glamping, modstalgia and set-jetting are a few of the recent tourism trends which are now establishing themselves in Scotland. These trends, and how your business could benefit from them, are discussed in the latest webinar from Tourism Intelligence Scotland ‘Knowing your markets: modstalgia’. 

If you are thinking of branching out to incorporate any of these trends, below are a few examples which could help give you some inspiration:

Glamping involves accommodation which is more luxurious or quirky than those associated with traditional camping. In the Tourism Intelligence Scotland webinar Graham Anderson from Lochness Glamping says there should always be something ‘distinctive’ for the customer to experience when glamping, ‘something which gets your imagination and emotions going - is powerful’. Below is an example of a business doing it well at the other side of the world:

  • Minaret Station in New Zealand offers glamping in a luxury furnished tent in a glacial valley which is only accessible by helicopter. The glamping site features wall-to-wall sheepskin carpets, king sized beds with en-suite bathrooms and private decking areas with hot tubs. Guests also have access to a ‘Mountain Kitchen’ with stocked cupboards, a dining room, open fires and an on-site chef.

Modstalgia is defined as nostalgia with a modern or luxury twist; reliving childhood experiences in a modern way. Examples of venues that are tapping into this opportunity successfully in Scotland include:

  • Mums restaurant in Edinburgh offers food which wouldn’t look out of place on a 1950s menu, but is served in funky surrounding using quality local produce. The classic British comfort food includes bangers and mash, fish and chips and Scottish-brewed cider.
  • National Museum of Scotland has held a series of after-hours events including a retro night which began with music played on a gramophone and then moved onto a more modern DJ set.

Set jetting
Set-jetting is the trend of travelling to destinations seen in movies such as the Glenfinnan Viaduct, which features in the Harry Potter movies, or the stunning area of Loch Etive which featured in the James Bond Skyfall film. Below are some examples from across Scotland which have been tapping into this trend: 

  • Edinburgh has long been a favourite of film makers for its dramatic skyline and historic character. The Edinburgh film map – was produced by VisitScotlandFilm EdinburghThis is Edinburghand Transport for Edinburgh and is a guide to visiting film locations in the capital from Chariots of Fire, Trainspotting and the more recent Angel’s Share.
  • An example from abroad is Tourism New Zealand – who have made the most of its popularity as a base for big budget movies by promoting the various movie locations including daily trips to the Lord of the Rings Hobbiton movie set tours and also films like The Lion, the Witch and the Wardrobe, The Piano, The Last Samurai and King Kong.