Overview
- Chris Greenwood of Glasgow Caledonian University forecasts an influx in 2026 as Mediterranean summers become “unbearable” and Scotland pivots from “rugged” to “temperate.”
- He predicts some high‑net‑worth families will shift July and August bookings from Tuscany to the Trossachs.
- Visitors are expected to seek quieter alternatives to viral hotspots such as Skye’s Fairy Pools and Edinburgh’s Royal Mile.
- Greenwood warns that patchy transport and hotel capacity, plus gaps in high‑end dining, could limit gains unless businesses add essentials like fast wifi and extended‑stay rates.
- The outlook follows 2025's strong international spend and weaker domestic demand, with trends like micro‑experiences, micro‑retirements and “farmcore” stays emerging, and Edinburgh’s visitor levy due in July 2026.