VisitScotland 2026 trends

The VisitScotland tourism trends for 2026 are here, and we all need to know.

The VisitScotland 2026 marketing calendar highlights top themes and experiences you can use to inspire your promotional activity. Broken down by seasons, this calendar is created to help you deliver the right messages at the right time.

SPRING is all about; Refreshing spring breaks, Foodie delights, Island escapes, and Great days out.

SUMMER is all about; Cultural journeys, Off the beaten path, Coastal retreats, and Tranquil landscapes.

Are you also prepared for AUTUMN and WINTER - You can view the VisitScotland Marking Calendar Here

Using the trends for the optimum, when you create engaging content using the trends and seasonal themes. You can explore the guidance from VisitScotland to create stories which resonates with your audience here, for practical and relevant support.

Don't forget, Tourism trends are shaping the visitor demands - and the VisitScotland Bitesized webinars have explored the latest trends. If you've missed it - you can catch up on the webinar Creating engaging content.