Scotland is positioning tourism as a positive contributor for both local communities and international travelers as the nation prepares its destination strategy for 2027. Speaking at the World Travel Market in London, VisitScotland Marketing Director Jill Walker emphasized that tourism must serve as a "force for good" that delivers tangible benefits to residents alongside visitors.
Central to the national tourism board’s vision for 2027 is a push toward immersive and authentic cultural experiences, encouraging tourists to extend their stays and visit during shoulder seasons. Walker noted that Scotland is focusing on responsible travel practices and slower itineraries. "We want people to come in the shoulder seasons and experience Scotland in a responsible way and, if they can stay a bit longer, if they could do a bit of slow travel, all the better," Walker said. She added that the country remains entirely open to all visitor demographics, stating, "We don't have anybody that we wouldn't attract. We're a very open and inclusive country and destination, and that will always continue. We've got destinations that are for families, we've got them for young professionals, we've got them for people who are from the older generation – the country is there for everybody."
To provide visitors with a deeper connection to local life, the tourism initiative highlights hands-on activities across the country. Examples include learning how to shear sheep, staying in accommodations situated beside Highland "coo" (cow) pastures, and preparing Cullen Skink, a traditional Scottish soup made with smoked haddock and potatoes. In the Dumfries and Galloway market town of Wigtown, visitors can stay at an Airbnb located inside an active bookstore, where guests can run the shop and interact directly with local residents.
The region of Dumfries and Galloway is already receiving major global recognition ahead of 2027, having recently been listed in National Geographic's Best of the World 2027 as the sole destination from the United Kingdom to make the top 25 global ranking.
Scotland’s 2027 calendar will also feature several landmark international sporting events. Edinburgh is set to host the Grand Départ of the Tour de France, marking the northernmost starting location in the history of the cycling race. Later in the year, Aberdeenshire will host the inaugural Rally Scotland in September and October 2027, marking the first time a World Rally Championship round has taken place anywhere in the United Kingdom since 2019.
Alongside major sporting events, Scotland continues to expand its cultural infrastructure. Cultural developments include the relatively new Perth Museum and the Inverness Castle Experience, which officially opened to the public in February this year. The Inverness attraction underwent a multi-million transformation, converting a historic former prison and sheriff court into an interactive visitor space.
Walker emphasized that innovation and interactive tourism are central to highlighting the nation's appeal. "We're always innovating in Scotland," she said. "There's always lots to do and see, and it’s all very interactive, very hands-on, which is obviously important to see Scotland at its best."
Ultimately, VisitScotland frames the country as an ideal destination to enhance physical and mental wellbeing through genuine community connections and rich landscapes. "That comes quite naturally to us because we are that hospitable kind of nation; we love hospitality, we're brought up to make sure people enjoy themselves," Walker stated. "We've got that beautiful landscape, we've got that history, integrity and the food, and it's the way we live. It's not put on or contrived for people that are coming to visit." She noted that visitors consistently confirm this sentiment, adding, "When people come to visit Scotland, they say that very thing. It all feels very grounded, very authentic and quite enriching."
