VisitScotland identifies trends for 2018

An old Scottish word describing the feeling of being snug, sheltered or cosy has been identified by VisitScotland as a new trend for 2018.

Còsagach is just one of the trends identified by VisitScotland’s Insight Department in a paper published today (11 December). It

It comes off the back of a boom in the trend for Hygge, a Danish word described as a type of cosiness and comfort that engages a feeling of contentment or well-being.

Almost a quarter of visitors come to Scotland to relax and unwind, and more than four million UK visitors mentioned relaxing as something they did when visiting.

VisitScotland is encouraging businesses to create environments which “induce a feeling of warmth or cosiness” where visitors can relax and unwind.

Referring to Còsagach, the VisitScotland Trends 2018 paper says: “With tranquil seascapes, vast open spaces and many warm and welcoming pubs, Scotland is a perfect place for your well-being.”

The 2018 trends represent elements of consumer and industry behaviour expected to develop over the next 18 to 24 months.

Designed to stimulate thought among Scottish tourism businesses, the paper also identifies several digital trends:

• Augmented Virtual Reality – from viewing hotel rooms, to digital reconstructions of medieval castles, technology is being used to enhance the tourism experience globally.
• Communi-gagement – using social media platforms such as Snapchat, Periscope, Facebook and Instagram Live, tourism businesses may have untapped resources to showcase their product.
• Challenging Fake News – businesses are challenging consumers to prove the validity and integrity of their products.
• Retro-tainment – providing nostalgic experiences to your consumers offers an innovative selling point to differentiate your business from competitors.
• Authenticity and Immersion – tourism businesses should be aware of the opportunities to incorporate provincial and authentic experiences to enhance the overall tourism product.

Businesses are encouraged to identify which trends may appeal to their product and build on it.

Chris Greenwood, senior tourism insight manager at VisitScotland, said: “In today’s rapidly changing world, having an informed outlook is vital.

“Tourism is more than a holiday experience. It is integral to sustaining communities across Scotland by generating income, creating jobs and stimulating social change – and is increasingly sensitive to consumer trends and economic conditions.”

To read the full paper, visit