A leading tourism researcher predicts Scotland is poised for a significant influx of summer holidaymakers, as rising temperatures make traditional Mediterranean hotspots increasingly "unbearable".
The Rise of the 'Coolcation'
Chris Greenwood, a senior researcher at Glasgow Caledonian University, states that the so-called "coolcation" is becoming a necessity for many travellers. He forecasts that by 2026, Scotland could successfully rebrand from "rugged" to "temperate", attracting those fleeing the heat.
"We are seeing a massive shift of high-net-worth families moving their July/August bookings from Tuscany to the Trossachs," Mr Greenwood explained. He also noted that popular sites like the Fairy Pools on Skye and Edinburgh's Royal Mile are becoming "victims of their own virality", leading visitors to seek quieter alternatives.
New Travel Trends Taking Hold
The expert outlined several evolving patterns set to define Scottish tourism. Domestically, the cost-of-living squeeze is pushing British families towards "micro-speriences" – short, high-intensity local breaks focused on a single activity like a food tour or glamping.
Conversely, Scotland stands to benefit from the "farmcore" trend, where visitors seek high-end stays on working farms to reconnect with the land through field-to-plate dining. This trend acts as a lifeline for rural economies, monetising the landscape without new builds.
Another growing market is professionals in their 40s and 50s seeking "micro-retirements" – month-long trips where they work part-time or disconnect entirely, spending significantly more locally than typical tourists.
Challenges and Opportunities Ahead
Mr Greenwood cautioned that Scotland may not be fully ready to capitalise on these trends, citing patchy transport, hotel infrastructure, and a lack of high-end dining in many areas. Businesses risk missing out on the micro-retirement market if they don't offer amenities like high-speed wifi and extended-stay rates.
The operating landscape is also changing, with the short-term let licensing scheme now in effect and the first visitor levies – starting in Edinburgh in July 2026 – set to add a charge for overnight accommodation.
Despite challenges, Scotland's brand remains "respected and renowned", bolstered by international events like the forthcoming Commonwealth Games in Glasgow and the "ambassadorial" role of travelling football fans. Mr Greenwood concluded that the industry must decide whether to pursue volume or value, arguing consumers are ready for slower, cooler, more authentic – and more expensive – experiences.
