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Thursday, February 13, 2025

Highlands Businesses Embrace The Rise of Meaningful Travel

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A growing number of businesses across the Highlands are stepping up to meet the rising demand for meaningful travel, offering experiences that allow visitors to give back while enjoying their holiday.

Recent research by Booking.com revealed that 75% of global travellers want to embrace more sustainable tourism, with 71% aiming to leave destinations in better condition than when they arrived.

To meet this demand, VisitScotland has partnered with Tourism Cares, a non-profit organisation that connects Scottish businesses offering responsible travel experiences with tour operators and travel agents.

The collaboration centres around the Meaningful Travel Map, a resource that links international travel companies with local businesses focused on sustainability, allowing them to reach new audiences and promote ethical tourism.

Scotland became the first European destination to feature on this map, now boasting over 30 participating businesses offering activities that combine environmental and cultural preservation with unforgettable experiences.

As part of the initiative, VisitScotland supports businesses to become travel-trade ready, ensuring visitors feel confident that their trips can have a positive and lasting impact.

International tourism remains crucial for Scotland, with nearly two million international visits recorded in the first half of 2024 and a record spend of £1.5 billion.

Research indicates that 55% of global travellers booking UK holidays do so through travel agents or operators, making the Meaningful Travel Map an essential tool for connecting Scotland’s tourism businesses with a wider market.

Tourism Cares’ extensive network of over 160 global travel advisors, airlines, and tour operators ensures these Scottish businesses can attract visitors while showcasing their sustainable efforts.

Participating organisations include social enterprises, community-led projects, and charities offering unique experiences such as wildlife watching, traditional craft workshops, and rewilding adventures.

SCOTLAND: The Big Picture, a Highlands-based initiative, features on the map with its popular Rewilding Journeys, which immerse visitors in conservation projects across breathtaking landscapes.

Peter Cairns, Executive Director of SCOTLAND: The Big Picture, highlights the impact of these journeys:

“Our guests leave inspired by what rewilding can achieve, returning home as advocates for change in their own communities.”

“These trips combine the expertise of local guides, the beauty of our natural surroundings, and the enjoyment of locally sourced food to create an inspiring and educational holiday experience,” he added.

The Highlands also host several other businesses featured on the Meaningful Travel Map, including Dundreggan Rewilding Centre, Dunnet Bay Distillery, Glen Mhor Hotel and Apartments, National Trust for Scotland Inverewe, and the Loch Ness Hub.

With this initiative, Scotland is setting a powerful example of how sustainable tourism can benefit both communities and visitors, ensuring the country remains an inspiring destination for generations to come.

For businesses interested in joining the map, more information is available at VisitScotland’s website

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