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'Navigating the New Normal' - VisitScotland publishes post-COVID19 tourism consumer trends

Wed 30 Sep 20

VisitScotland has published its latest trends paper 'Navigating the New Normal – Post-COVID19 Tourism Consumer Trends' which reveals that convenience, reassurance, value, inspiration and connection will be key to recovery, with responsible and sustainable tourism at its core.

The paper examines the consumer landscape and the behaviour of visitors, derived from industry expert opinion, visitor surveys and international data.

Across Europe, domestic travel has led the recovery, with rail travel seeing a sharp rise driven by trips to rural destinations. In the UK, visiting friends and relatives, as opposed to “pure holiday trips”, boosted visits in the summer months with countryside locations fairing best.

The paper notes that many of the consumer behaviours we are witnessing already align with the objectives of the Scottish National Tourism Strategy, Scotland Outlook 2030, published in March, which contains a responsible tourism agenda.

It adds: “For Scotland there is now an opportunity to become a highly desirable and sustainable destination. We can reset tourism in our own image meeting responsible tourism goals which align with those of the consumer.”

Click here to download the paper.

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