Today’s environment of fast-paced change makes it more challenging than ever to keep up with competitors. Megatrend analysis helps businesses better anticipate market developments and lead both incremental and disruptive change for their industries.

Megatrends Impacting Scottish Tourism to 2025

Opportunities for Scotland

This research was commissioned by Scottish Enterprise in partnership with the Scottish Tourism Alliance and with involvement from Highland and Islands Enterprise, VisitScotland, Scottish Government, Tourism Leadership Group and a number of industry stakeholders.

The analysis will be used to gain a global perspective on the future of the Scottish tourism industry in order to provide a robust evidence base to support strategic decision making by SE, partners and industry in the medium to long term.

The examples offer insights and opportunities for Scotland, and are designed to inspire and stimulate businesses to consider opportunities for their own development.