Ten Years of Wellness Tourism

Scotland’s breathtaking landscapes and opportunities for escapism have positioned the country as a destination for those looking to de-stress. Wellness was first identified by the national tourism agency as a growing visitor trend in 2014 and in the subsequent decade, businesses around the country have developed products and experiences to meet the growing demand.

According to the latest Scotland Visitor Survey 2023, 59% of international and domestic visitors strongly agreed their trip in Scotland “enhanced their physical and emotional wellbeing” with 26% of respondents saying they “needed to get away from it all”.(1)

Wellness tourism is often described as travel that allows people to improve their physical or mental wellbeing. It’s a trend that means different things to different visitors, encompassing dedicated spa, yoga and wilderness retreats, one-off outdoor or creative activities as part of a holiday, or even moments of uplift or peace during a busier break.

Jacqui Souter, VisitScotland’s Senior Marketing Insight Manager, said: “Our research tells us escapism and de-stressing are seen as key benefits of taking a holiday in Scotland. More and more, we see health and wellness becoming an integral part of all travel.

“Visitors seek to get away from stressful lives to re-connect with nature and with family and friends. Wellness encompasses a wide range of experiences and it is a trend that tourism businesses in Scotland can incorporate into the visitor experience year-round, wherever they are based.”

VisitScotland has charted the trend for wellness over the last ten years, witnessing it evolve from a desire to de-stress from global economic woes or have a digital detox to embracing Còsagach (a feeling of cosiness) and close-by escapism. The COVID-19 pandemic led to a focus on mental health and a renewed desire from visitors experience the outdoors and take care of themselves. Across the decade, the need for a soul recharge has not gone away.

The trend has been embraced by day trippers as well as those enjoying longer stays, and there were 3.3 million 3Hr+ leisure day visits to Scotland in 2023 where people took part in a health or wellbeing experience such as visiting a spa, retreat or gym, with an associate spend of £152 million.(2)

VisitScotland has seen strong engagement for wellness content on its website in the last year, with a particular interest in spa hotels. The traditional spa experience continues to evolve, with some operators making the most of a connection to nature and the outdoors.

Stacey Ives, Head of Sales and Marketing at Taymouth Marina in Kenmore, Perthshire said: “At Taymouth Marina, our lochside HotBox Spa experience has been a highlight for guests seeking relaxation and rejuvenation. Our spa offers Scotland’s largest outdoor hot tub with breathtaking views of Loch Tay, a sauna, and even a slide directly into the loch providing an idyllic setting for visitors to embrace and reconnect with the outdoors.

“We’ve noticed a significant increase in visitors prioritising wellness as part of their holiday, and their feedback has been overwhelmingly positive at having the spa experience included in their accommodation booking. Guests often express how their time at our spa has left them feeling exhilarated and revitalised, enhancing their overall sense of well-being.”

Scotland has a huge variety of activities to meet visitors’ desire for wellness activities whatever the season, and the national tourism organisation has used the theme in recent successful marketing campaigns, including a partnership with Scottish Canals promoting slow adventures, as well as work with influencers Travel Two on wellness holidays in East Lothian. VisitScotland has also seen an increase in online traffic from those keen to learn more about wellness topics such as wild swimming, waterfall walks, forests and woodlands and yoga.

WildernessFit Retreats is an example of business that has emerged to meet demand, offering immersive wellness weekends in the Scottish Highlands. Activities range from outdoor workouts inspired by the natural landscape, hill days up some of Scotland’s most stunning peaks and yoga, to foraging, wild cooking, massage and live music.

Yasmin Basan, founder of WildernessFit Retreats says: “I wanted to create something that was unique but accessible to all. I’ve really struggled with my mental health over the years due to battling chronic cystic acne and at times have felt so empty and low. The one thing that has always dragged me out of this is the outdoors, open space and nature.

“I wanted to create something to help boost others confidence in the outdoors but also in themselves. The response from guests has been amazing. I am so passionate about Scotland and what it has to offer and hopefully that rubs off on the guests.”

One wellness trend that businesses can make the most of wherever they are located is “close-by escapism.” Quiet areas, tranquillity and peace can be found across the country, including in urban areas, where visitors can be encouraged to slow down and savour event moment.

Benmore Botanic Garden in Argyllshire was the first garden in Scotland to join the Silent Space project – encouraging visitors to sit for a while, switch off all technology, take in the views and listen to nature. Following Benmore’s lead and also to support mental health and well-being, the other three Gardens of the Royal Botanic Garden Edinburgh introduced Silent Spaces at their sites at Inverleith in the capital, Dawyck, near Peebles in the Scottish Borders and Logan in Dumfries & Galloway.

Benmore Botanic Garden Curator, Peter Baxter, explained: “We introduced two Silent Spaces at the 120-acre Garden in 2017 to give our visitors the chance to switch off from the demands of everyday life and immerse themselves in the beauty and tranquility of the natural world.

“Spending time in nature has clear restorative benefits and accessible peaceful green spaces are particularly valuable for city-dwellers.”

Businesses looking to incorporate wellness tourism as part of their offering can learn more about the trend at https://www.visitscotland.org/research-insights/about-our-visitors/interests-activities/wellness

Visitors can find inspiration for wellness holidays in Scotland at https://www.visitscotland.com/inspiration/wellness

(1) 2023 Scotland Visitor Survey

(2) Great Britain Day Visits Survey