Main content area Soon every country in the world will be chasing tourists. Let's make Scotland the front runner Download Guide Scottish tourism in the future View all guides It is predicted that by 2020, 99.6 per cent of the countries of the world will have a tourism proposition which means that competition is fierce and we can???t afford to be complacent People want to have authentic experiences. Being green and sustainable in your business pays. Visitors are becoming more sophisticated – they want excellent value for money at luxury end and budget. Understand the value Technology can add to the customer experience. This guide is primarily based on recent research that was commissioned by VisitScotland and Scottish Enterprise, to help to better inform Scottish tourism businesses about the future and where opportunities may lie. The Future Foundation, a consultancy well renowned for helping businesses to understand their customers better, teamed up with VisitScotland’s scenario planners to develop a view of the future based on likely trends. Scottish Enterprise joined forces with the Henley Centre, which is an international strategic futures and marketing consultancy. Their approach looks at a future based on the facts that we know at the moment. In the UK 40 per cent of consumers would rather spend money on experiences than on buying goods Related links Future growth potential of golf tourism to 2020 Foresight reports from VisitBritain Forecasts from VisitBritain Register Develop your Business Discover how people are benefiting from using Tourism Intelligence Scotland. Customer insights Find out how to improve your visitor experience, and make the most of customer feedback News and events All the latest news and events from Tourism Intelligence Scotland People increasingly want to make the most of their time by turning the individual things they can do on holiday into the 'whole experience' This may be mixing outdoor activities with culture and opportunities for self improvement, together with shopping in the city and a fabulous meal out. So as an area will be collectively delivering the whole experience to visitors, it is essential that the links and collaboration between tourism providers are coordinated enabling them to cross sell other offerings within the area. An ageing population has resulted in an increased demand for healthier foods and a growing interest in Eastern medicines and health related activities such as yoga, meditation, and herbal remedies Consumers will now travel abroad to combine health and beauty surgical procedures with a holiday. The growth in farmers markets reflect the demand to get closer to food production and enjoy a sense of local community. Scotland with its rich heritage is well placed to capture authenticity Through the experience of its products such as whisky, golf, cashmere, fishing, country sports, and cultural festivals, people feel that they can get a taste of the 'real Scotland'. Although we have a strong core tourism product that will be able to meet the demands of the future tourist, we have to recognise that constant change is necessary and to see this as an opportunity and not a threat. Even more than what we offer, how we offer it will be key to survive. We must be seen as a modern vibrant innovative destination. This guide will help give you the best likely view of where things are going in the future and what you can do now to maximise the opportunities. Want a printed version of the guide? Please email info@tourism-intelligence.co.uk or call us on 0845 601 2454. Download Guide link opens in a new window Intelligence guides View All Ancestral tourism in Scotland Ancestral tourism presents new and exciting year-round commercial opportunities, whatever the size, type and location of your business. Events, festivals and cultural tourism in Scotland The 'Winning Years' campaign provides a unique opportunity for all to celebrate and collaborate with others to develop the visitor experience. Wildlife tourism in Scotland This guide provides key intelligence as well as offering advice on how businesses can ensure that wildlife enthusiasts have the best experience possible. Sailing tourism in Scotland The guide highlights opportunities where tourism and sailing businesses can collaborate to capitalise on this growing market. Mountain biking tourism in Scotland With a predicted 30 per cent growth in mountain biking in Scotland over the next five years, now is the time to get involved. Food and drink experience in Scotland A must-read for tourism businesses in Scotland that have an interest in providing a food and drink offering for visitors Adventure travel in Scotland Get inspiration from the innovations of some of Scotland's top activity providers. Golf tourism in Scotland Highlights opportunities for tourism businesses, golf clubs and courses looking to get the most out of the visiting golfer market. Knowing our markets... Scotland's visitors This guide is an essential read for businesses who want to stay competitive and really understand the tourism markets in Scotland Scottish tourism in the future Up to date information on key trends and what they mean for your business going forward Walking tourism Walking Tourism is a great resource for businesses looking to seize the opportunities that the walking market can bring. Listening to our visitors Listening to our Visitors is a practical guide which includes some great tips on how to ask the right questions. Sustainable tourism business for dummies Sustainable businesses mean tourists will have an amazing country they can keep coming back to. Scotland's historic properties: visiting the future This guide provides practical tips on how our historic properties can exceed visitors' expectations