VisitScotland has released its much-anticipated Visitor Trends Report for 2025, highlighting key travel themes set to shape the tourism landscape in the year ahead. These insights offer valuable guidance for businesses looking to align with evolving visitor expectations.
Among the standout trends are:
- Hobbidays – Travel driven by personal passions, from outdoor adventures to creative retreats.
- Celebreaktions – Visitors seeking unique accommodations for milestone celebrations.
- Wellness Travel – A growing demand for restorative escapes focused on health and wellbeing.
Fiona Campbell, Chief Executive of the Association of Scotland’s Self-Caterers (ASSC), welcomed the report, emphasising how the self-catering sector is perfectly positioned to meet these trends:
“The Association of Scotland’s Self-Caterers (ASSC) is uniquely positioned to align with the visitor trends identified by VisitScotland for 2025. From ‘Hobbidays,’ where visitors seek destinations that embrace their favourite hobbies, to ‘Celebreaktions,’ where our self-catering properties already welcome everyone from couples celebrating milestones to families enjoying birthdays or even a wedding, the self-catering sector is at the heart of these experiences.
“Self-catering also resonates strongly with the growing wellness trend, offering guests the flexibility to create their own schedules and the space to nurture both physical and inner wellbeing whether as solo travellers, families, or groups of friends. Through EmbraceScotland, our dedicated marketing arm, we’re proud to showcase our members’ properties in every corner of Scotland, from the vibrant cities to the stunning coasts and remote countryside. This is a tremendous opportunity to collaborate with VisitScotland and highlight how self-catering provides the perfect balance of comfort, connection, and freedom for today’s visitors.”
Read the full VisitScotland Visitor Trends Report 2025 here.
