Scotland wants visitors to stay longer, slow down and experience authentic hospitality

In Scotland, tourism is a “force for good”. That’s according to Jill Walker, the Director of Marketing at VisitScotland, as she told Euronews Travel about what’s coming up for the country in 2027. ADVERTISEMENT ADVERTISEMENT Speaking at World Travel Market in London, Walker insisted that it’s imperative that tourism in Scotland benefits locals as well as those who visit. For 2027, she’s particularly keen on highlighting immersive experiences, which can give people a proper sense of the real Scotland. For instance, in the market town of Wigtown in Dumfries and Galloway, there’s an Airbnb where visitors can stay in an actual, working bookstore and play shop while meeting locals. While many tourism boards have a specific kind of tourist they want to attract, that’s not the case in Scotland. “We don't have anybody that we wouldn't attract,” said Walker. “We're a very open and inclusive country and destination, and that will always continue. “We've got destinations that are for families, we've got them for young professionals, we've got them for people who are from the older generation – the country is there for everybody.” Her only caveats for visitors? “We want people to come in the shoulder seasons and experience Scotland in a responsible way and, if they can stay a bit longer, if they could do a bit of slow travel, all the better.” It’s a particularly exciting time for Dumfries and Galloway, which was recently named as one of National Geographic's Best of the World 2027, making it the only UK destination to feature in the top 25 global list. Walker says it’s an ideal choice for adventurous types and thrill seekers as it offers a vast number of outdoor thrills, from water sports and gorge scrambling to high-flying ziplines across scenic hills. Scotland will also make history in 2027, as Edinburgh plays host to the Grand Départ of the Tour de France. The event will mark the northernmost start in Tour history. In September and October 2027, the inaugural Rally Scotland will take place in Aberdeenshire, and will be the first time anywhere in the UK has hosted a round of the World Rally Championship since 2019. For those less into sports, there’s plenty on offer to discover, too. Perth Museum is a relatively new opening, while the Inverness Castle Experience officially opened to the public in February this year, following a multi-million transformation from a former prison and sheriff court into an interactive visitor attraction Much of the tourist board’s focus, though, is on experiences, so visitors can really dig their teeth into the real Scotland. That includes learning to shear sheep, staying in accommodation located right next to Highland "coo" (cow) pastures and cooking up Cullen Skink, a hearty Scottish delicacy soup made with smoked haddock and potatoes. “We're always innovating in Scotland,” said Walker. “There's always lots to do and see, and it’s all very interactive, very hands-on, which is obviously important to see Scotland at its best.” When it comes down to it, the tourist board says that Scotland is the ideal place to improve wellbeing for both the body and mind. “That comes quite naturally to us because we are that hospitable kind of nation; we love hospitality, we're brought up to make sure people enjoy themselves,” said Walker. “We've got that beautiful landscape, we've got that history, integrity and the food, and it's the way we live. It's not put on or contrived for people that are coming to visit. “When people come to visit Scotland, they say that very thing. It all feels very grounded, very authentic and quite enriching.”