1、The transformation economyTrends for 2026:VisitScotland|Trends for 2026Trends for 2026 This insights paper highlights seven key travel trends shaping visitor behaviour in 2026.These trends help identify opportunities to better meet visitor expectations,enhance experiences,and drive future growth.The
2、se trends sit within wider trend areas as shown.Enduring trendsThere are also two trends identified in our Trends for 2025 paper that continue to influence how people travel,presenting significant opportunities.These are Water wellness and Set-jetting plus.These trend areas are influenced by four co
3、re consumer behaviours which are illustrated by the following icons:Details on consumer behaviour drivers can be found on the following page.WellnessTrend 2 AthleisureFutureproofing technologyTrend 3 Augment your experienceBudget flexibilityTrend 4 BYOB:bring your own budgetSense-ational ScotlandTre
4、nd 5 Scran seekersPurposeful luxuryTrend 6 Adventure luxeFamily TravelTrend 7 Holiday helpersEconomic pressures Increasing use of AI and tech Environmental awarenessPersonal health Intentional consumptionTrend 1 Give and breakDrivers of consumer behaviourThe following key drivers have been identifie
5、d as defining recent tourism development and will further develop into 2026.Environmental awareness awareness of tourism pressuresand extreme weather eventscontinues to growconsumers are interestedin sustainable choices andresponsible tourismhowever,there is still a“say-do”gap evidentpotential for s
6、hifts in traditionalseasonal patterns of travelPersonal health*post-pandemic years have seenan increased focus on health andwellbeingwellbeing has evolved to beholistic,focusing on mental andemotional health rather than justphysicalconsumers are looking forexperiences that benefit theirpersonal heal
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