Scotland is promoting longer stays, slower travel and hands-on experiences as part of its tourism focus for 2027, with VisitScotland marketing director Jill Walker saying tourism should benefit local communities as well as visitors. Walker discussed the approach at the World Travel Market in London, according to Euronews.
She encouraged visitors to travel in the shoulder seasons and spend more time in the country. VisitScotland’s buyer guidance also highlights slow, immersive travel and benefits for host communities.
One example of the experiences being promoted is a working bookstore in Wigtown, Dumfries and Galloway, where visitors can stay and take part in running the shop while meeting local people. Walker described Scotland as an inclusive destination for a range of visitors, rather than one focused on a particular type of tourist.
Outdoor activities and major events in 2027
Dumfries and Galloway was named among National Geographic’s Best of the World 2027 destinations and is the only UK location on its top 25 global list, according to the source report. The region offers activities including watersports, gorge scrambling and ziplining.
Edinburgh is set to host the Grand Départ of the 2027 Tour de France, which will be the northernmost start in the race’s history. Rally Scotland is also scheduled for Aberdeenshire in September and October 2027. It will be the first UK round of the World Rally Championship since 2019.
Visitors seeking cultural attractions can explore Perth Museum and the Inverness Castle Experience, which opened to the public in February after the former prison and sheriff court was transformed into an interactive attraction.
Other experiences highlighted by Walker include learning to shear sheep, staying near Highland cattle pastures and making Cullen skink, a soup made with smoked haddock and potatoes. She said Scotland’s landscape, history, food and hospitality are part of what visitors experience.
Nicole French 
Clayton Ward