Scotland leads the way with meaningful travel

Research by Booking.com highlights that three quarters (75%) of global travellers say they want to travel more sustainably while 71% say they want to leave places they visit better than when they arrived. A partnership between VisitScotland and tourism industry non-profit Tourism Cares has been forging links between Scottish businesses that offer meaningful travel experiences, and tour operators and travel agents who create packages for international visitors.

The Meaningful Travel Map connects the travel trade with Scottish businesses, giving them the opportunity to reach new audiences, develop their business and encourage responsible travel. Scotland was the first European destination to feature on the map and there are now more than 30 businesses listed. VisitScotland works with businesses to become travel trade ready and these responsible tourism experiences provide consumers the confidence that their visit to Scotland can be a force for good.

International visitors represent an important market for Scotland and in the first six months of 2024 there were almost 2 million visits to Scotland from international visitors with a record spend of almost £1.5 billion. Research has shown that 55% of global travellers booking a trip to Britain do so via travel agents and tour operators.

Tourism Cares has a membership of more than 160 global travel advisors, tour operators and airlines. The Meaningful Travel Map helps to connect these operators with Scottish tourism businesses, providing the opportunity to attract international visitors and showcase their sustainable projects and activities.

Organisations featured on the Meaningful Travel Map include social enterprises, charities and community-led experiences, and activities range from rewilding journeys and crofting experiences to traditional craft skills and wildlife watching. All of the projects help to protect Scotland’s natural and culture heritage.

Caitlin McLeod, Market Development Manager at VisitScotland, said: “We know there is demand for immersive and authentic experiences and we want to make it easier for visitors to access them. By working with the tour operators and travel agents that we know many international visitors use, we can help to showcase tourism experiences that support communities and positively impact local people.”

In the Scottish Borders, Melrose’s award-winning Trimontium Museum signed up to the Meaningful Travel Map to showcase the story of Roman Scotland through their bespoke experiences for groups.

Thania M. Flores, Heritage Environment Resources Officer at Trimontium Museum, said: “At Trimontium, we are committed to responsible and inclusive tourism, community, and the environment. Our museum offers diverse activities, guided walks to the Roman fort site, hybrid talks, a state-of-the-art VR experience, bespoke sessions with authentic artefacts, workshops, and community events.

“The museum brings history to life, fostering connection to the local landscape and its people, past and present.

“We are thrilled to be involved in the Meaningful Travel Map, an innovative project dedicated to making a difference in the world of tourism through sustainability and positive impact on communities and the environment, something we feel passionate about. We are delighted to connect with other like-minded communities, travellers and organisations through this wonderful platform.”

In the Highlands, SCOTLAND: The Big Picture signed up to the Meaningful Travel Map to showcase their Rewilding Journeys.

SCOTLAND: The Big Picture’s Executive Director, Peter Cairns, said: “Our Rewilding Journeys are immersive experiences that enable small groups to visit pioneering rewilding projects and meet the inspiring people driving them forward. Add in our knowledgeable local guides, the stunning setting of our accommodation and locally sourced food, and you have all the ingredients for a perfect ‘learning holiday’ that blends fun, discovery and inspiration.

“Time after time we see our guests going away inspired by what they have seen, going back to their own communities with first-hand experience of what rewilding can offer and crucially, becoming new champions for rewilding.

“For us, and for our guests, these experiences also have a wider purpose. We are determined to demonstrate that nature-rich landscapes have a social and economic value and can help communities prosper.”

Businesses can find out more about signing up to the Meaningful Travel Map at https://www.visitscotland.org/supporting-your-business/responsible-tourism/responsible-travel-experiences