Scotland Prepares for A Stellar Tourism Year

Scotland is poised for a stellar year for tourism from the U.S, according to VisitScotland, the country’s national tourist organization. The destination continues to capitalize on its many tourism assets, including increased airlift, new experiences, attractions and hotels.

While we don’t yet have full-year international figures, early indicators point to continued strong demand for Scotland, particularly from North America,” said Jill Walker, director of marketing for VisitScotland.

A Stellar Tourism Year for Scotland: The Draw for U.S. Travelers

“One of the things that truly sets Scotland apart is the emotional connection it creates with visitors,” Walker said. “For many U.S. travelers, that connection is deeply personal, whether it’s reconnecting with Scottish ancestry, exploring our history and heritage, or simply experiencing the warmth of our welcome.

Others, she adds, are drawn by the influence of film and television set in Scotland, such as Starz historical fantasy series “Outlander” and the 1995 war drama film “Braveheart.”

In 2026, Scotland will be featured in films including “Spider-Man: Brand New Day” and “The Odyssey,” as well as in the final season of “Outlander.”

According to VisitScotland’s Insight Report, approximately one in five visitors (19%) and one in three (37%) long-haul visitors are drawn to the country because of film, television series and literature.

Strategies to Grow U.S. Business

VisitScotland’s focus is on growing the value of tourism and events rather than visitor numbers alone, according to Walker, ensuring tourism continues to benefit local communities while delivering great experiences for travelers.

“A key part of this is encouraging year-round travel and expanding visits beyond the traditional peak summer season,” she said, adding that VisitScotland’s U.S. winter tourism numbers have nearly doubled since 2019, thanks in part to a continued investment in direct air connectivity.

This year, new airlift developments include United Airlines’ direct daily service from Newark, New Jersey, to Glasgow (May to September) and American Airlines’ direct service from New York to Edinburgh (March to October), along with the extension of American Airlines’ Philadelphia to Edinburgh service, “following its successful return last year,” Walker says.

New Attractions and Accommodations

Scotland is also unveiling a slate of immersive attractions and new accommodation options.

Walker notes that recent additions such as Edinburgh’s Lost Shore Surf Resort and The Johnnie Walker Experience, as well as the Perth Museum and V&A Dundee museum, have helped raise Scotland’s international profile, while events including the Edinburgh Festivals, Celtic Connections festival and The Open Championship golf major continue to draw global audiences.

Other new attractions include the overhaul of the Paisley Museum, scheduled to reopen in late 2026 and featuring 350,000 objects, including 1,200 Paisley shawls, along with a hearty collection of 20th-century studio ceramics and 19th-century astronomical equipment. Meanwhile, preview tickets are now on sale for the Inverness Castle Experience, which will feature the voices of seanchaidh (storytellers), who narrate the journey of the history of the Scottish Highlands.

Just some of Scotland’s new hotel openings and reimagined properties include the luxury 300-room Ruby Hotel in Edinburgh, scheduled to debut this spring, and Clayton Hotel in Edinburgh’s St. Andrew Square, set to open later this year, targeting both leisure and corporate travelers.

Five-star The Marcliffe Hotel and Spa in Aberdeen is undergoing a significant renovation, the focal point of which is a glass-domed indoor-outdoor dining space in the property’s courtyard. The hotel is scheduled to reopen in the first quarter of this year.

A Stellar Tourism Year: Ideal Clientele for Travel to Scotland

In addition to those interested in exploring their ancestral roots and the destination’s history and cultural offerings, who is a good fit for travel to Scotland?

“In recent years, we’ve seen increasing demand from multigenerational families, particularly since the pandemic, with Scotland proving to be an ideal destination for groups traveling together,” Walker said. “Short travel distances, a wide variety of experiences, and flexible accommodation and itinerary options make it easy to cater to different ages and interests within a single trip.”

Scotland is also a great destination for clients seeking luxury accommodations and one-of-a-kind experiences. “From characterful hotels and rural retreats to local food and drink, private cultural experiences and curated itineraries, Scotland delivers high-quality travel that feels authentic and personal,” Walker said.

Additionally, people who are looking to enhance their physical and emotional well-being, “which is often linked to time spent in nature, reconnecting with family and friends and the chance to properly switch off,” according to Walker, should also consider Scotland an attractive destination.

In the end, Walker notes that Scotland provides advisors with “a destination that combines depth, variety and experiences that engage the senses and create lasting memories for travelers.”

This article originally appeared in TravelPulse.

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