Destination Scotland - A new frontier for rural landowners

Whether they’re drawn to the whisky trails of Speyside, the dramatic coastlines of the Highlands, or the simple pleasure of escaping into Scotland’s vast and unspoiled countryside, tourists bring investment, jobs, and opportunities – something landowners would do well to capitalise on.

It’s a message I recently shared at a talk in Perth, where Scottish landowners gathered to discuss the sector’s challenges and opportunities for the future. While the 2024 tourist season saw mixed results – with international visitors returning in record numbers and domestic tourism facing pressures – the industry remains a cornerstone of Scotland’s economy. For those with land and property assets, there are exciting avenues to explore.

Why Tourism Matters to Rural Scotland

Tourism in Scotland is about more than hotels and visitor attractions; it underpins rural diversification, sustains local businesses, and supports vibrant communities. Across the country, visitor spending contributes millions to local economies, providing employment in sectors such as hospitality, retail, outdoor recreation, and heritage conservation.

More significantly, the industry is continually evolving. Visitors are seeking meaningful, high-quality experiences – whether it’s staying in a secluded countryside retreat, enjoying a farm-to-table dining experience, or taking part in immersive outdoor activities. The key question for landowners is: how can they harness this growing demand?

Key Tourism Trends to Watch

Among the notable trends shaping Scottish tourism and hospitality is quality over quantity – today’s visitors are prioritising value for money, unique experiences, and sustainability. Those offering something truly special – heritage accommodation, exclusive outdoor excursions, or nature-based wellness retreats – are seeing increased demand.

Sustainability is also front and centre. Many visitor attractions now have dedicated sustainability strategies, and travellers are actively seeking businesses that align with their values. Whether it’s eco-conscious accommodation, farm experiences showcasing regenerative agriculture, or locally sourced food offerings, there are ample opportunities for landowners to tap into this trend.

Opportunities for Scottish Landowners

For those with rural assets, tourism presents a chance to diversify and develop new revenue streams. Some key areas of opportunity include:

1. Accommodation & short-term lets – creating unique, high-quality short-term lets can be highly lucrative. Demand for rural properties that provide authentic experiences remains strong, particularly in regions such as the Highlands and Scotland’s islands.
2. Experiential tourism – visitors crave unique, immersive experiences. From whisky tastings to wildlife safaris, landowners with suitable properties can offer guided tours, adventure activities, or wellness retreats.
3. Event spaces & alternative venues – while the wedding sector faced challenges in 2024, those who continually invest in adapting their offer to remain relevant in what’s a competitive sector continue to do well. Many venue owners are further diversifying, with examples including pop-up festivals, immersive dining experiences, and outdoor wellness events. Landowners with barns, gardens, or scenic land should consider broadening their hospitality offerings.
   
   

Navigating Challenges and Staying Ahead

Naturally, with new opportunities come regulatory considerations. Scotland’s Short-Term Let Licensing scheme now requires all operators to obtain a licence, though recent amendments have eased processes such as licence transfers upon property sales. The Visitor Levy, meanwhile, allows local authorities to apply an accommodation tax, a factor landowners must incorporate into pricing strategies.

Despite these regulatory shifts, staying informed and adapting will allow businesses to thrive. Scotland’s Outlook 2030 tourism strategy prioritises sustainable growth, community involvement, and enhanced visitor experiences – aligning with these goals will strengthen long-term prospects.

Final Thoughts

Tourism remains a key economic driver across rural Scotland. For landowners, it represents an opportunity to diversify, unlock new income streams, and contribute to the broader sustainability and prosperity of the sector.

While challenges exist, innovation, quality investment, and a keen understanding of visitor preferences will set businesses on the path to success. The future lies in experiences that resonate – be it luxury countryside escapes, outdoor adventures, or heritage-based tourism, Scotland’s vast potential is waiting to be harnessed.

Further information

Contact Adam Davies

Spotlight on tourism, leisure and the events market.