Edinburgh (TAN): Scotland is well placed to embrace and benefit from the global trend of wellness tourism, says the country’s national tourism organisation VisitScotland.
VisitScotland has explored the subject in its annual trends paper that was published on Sunday.
The USD639 billion dollar (2017 figures) wellness tourism industry has grown rapidly with a steadily increasing number of tourists looking for immersive experiences that focus on self-development and the report encourages Scottish businesses to adopt it to reap benefits.
VisitScotland lists the following as potential trends for 2019.
Restorative recreation
Using recent studies, which have highlighted the long-term, physical health improvements associated with time spent in green spaces, this trend focuses on Scotland’s world-famous landscapes and scenery and the potential to grow the country’s outdoor activities’ industry to capitalise on the emotional benefits of ‘ecotherapy’.
Creative retreats
With the overall experience and ability to create lifelong memories becoming an increasingly important part of travelling, this trend focuses on the role of hobbies, skills development and unique opportunities. The paper suggests ‘writing workshops, artists retreats, outdoor survival schools and cookery courses could all add to the attractiveness of a destination. By sharing your interests with your visitor you can build relationships and garner those all important referrals to friends and relatives’.
Trav-agogy
This trend focuses on the journey of visitors rather than the overall destination. With more visitors looking to learn about the places they are visiting, immersing themselves in the local culture or learning about history and heritage, whether by learning a new skill or through an immersive learning experience.
Green getaways
With more visitors appreciating the impact travel can have on the environment and looking at ways to offset this while still achieving the experiences they desire, there is an opportunity for tourism businesses to demonstrate their own practices or demonstrate how they can support their visitors’ objectives.
Scotland tourism secretary Fiona Hyslop said: “2019 looks to be another exciting year for tourism with this new paper highlighting the potential for businesses to invest in experiences which are beneficial for people’s health and wellbeing.”
Chris Greenwood, VisitScotland Senior Insights Manager, said: “Wellness tourism is a trend that’s not going away and is expected to continue growing.”
