Scotland is encouraging visitors to stay longer, explore beyond its best-known destinations and experience local life as the country prepares for a busy tourism year in 2027. From traditional farming activities and Highland cattle encounters to the Tour de France and the return of the World Rally Championship to the UK, the country is placing greater emphasis on experiences that connect visitors with its people, landscape and culture.
The message comes from VisitScotland, the country’s national tourism organisation, which wants tourism to deliver benefits for local communities as well as the people who visit. Speaking to media at World Travel Market in London, Jill Walker, VisitScotland’s Director of Marketing, described tourism as a “force for good” and outlined the organisation’s plans for the year ahead.
Rather than focusing only on famous attractions, VisitScotland wants to promote experiences that give travellers a closer understanding of everyday life in Scotland. One example is found in Wigtown, a market town in Dumfries and Galloway, where visitors can stay in a working bookshop through Airbnb. The experience allows guests to spend time in the bookstore, take on the role of a bookseller and interact with people in the local community.
Walker said Scotland does not intend to limit its appeal to a particular age group or type of traveller. Families, young professionals and older visitors are all welcome, reflecting the country’s approach to inclusive tourism.
However, VisitScotland has a clear preference for how people experience the destination. Walker encouraged visitors to consider travelling outside the busiest periods, making responsible choices and spending more time in the country rather than rushing between attractions. She said longer stays and slow travel would help visitors gain a better understanding of Scotland while supporting destinations beyond the main tourist season.
Dumfries and Galloway is expected to receive particular attention in 2027 after being named one of National Geographic’s Best of the World destinations for that year. It was the only UK destination included in the publication’s list of 25 places selected for global recognition.
The region offers a range of outdoor activities for visitors interested in adventure. These include water sports, gorge scrambling and ziplining across scenic landscapes. Its recognition is also an opportunity to bring more international attention to a part of Scotland that is less familiar to many overseas travellers.
Scotland’s 2027 calendar will also include two major international sporting events. Edinburgh will host the Grand Départ of the Tour de France, marking the northernmost starting point in the race’s history. The event is expected to bring international attention to the Scottish capital and the wider country.
Later in the year, Aberdeenshire will host the inaugural Rally Scotland in September and October. The event will mark the return of a World Rally Championship round to the UK for the first time since 2019, giving Scotland another opportunity to attract international visitors through sport.
There will also be new and recently opened attractions for travellers who prefer museums, history and cultural experiences. Perth Museum is among the newer additions to Scotland’s visitor offering, while the Inverness Castle Experience opened to the public in February 2026 following a multi-million-pound transformation. The former prison and sheriff court has been converted into an interactive visitor attraction.
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Despite the importance of these major events and attractions, VisitScotland’s wider tourism message centres on participation rather than simply sightseeing. The organisation wants visitors to take part in activities that reflect Scotland’s traditions, food and rural life.
These experiences include learning how to shear sheep, staying in accommodation close to pastures where Highland cattle, commonly known as Highland coos, graze, and preparing Cullen Skink, a traditional Scottish soup made with smoked haddock and potatoes.
Walker said Scotland continues to develop interactive activities that allow visitors to engage more directly with the country. The aim is to offer experiences that go beyond viewing landscapes or visiting well-known landmarks, giving travellers opportunities to learn skills, meet local people and understand regional traditions.
Wellbeing is another part of the country’s tourism message. VisitScotland believes the combination of open landscapes, outdoor activities, local food, history and hospitality can make a visit rewarding for both physical and mental wellbeing.
Walker said hospitality was deeply connected to how people in Scotland welcome visitors, describing it as part of the country’s everyday way of life rather than something created specifically for tourists. She also pointed to Scotland’s landscapes, history and food as important parts of its appeal.
For travellers planning a European holiday in 2027, Scotland’s approach offers a reason to look beyond a short city break. Its message is that visitors should make time for smaller communities, local traditions and experiences that are not always found on a conventional sightseeing itinerary.
Scotland’s message for 2027 is not simply that there will be more things to see. It is that visitors should give the country enough time to experience it properly, including the communities, traditions and everyday hospitality that help define life beyond its major tourist centres.
