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Tourism Tomorrow
What will the tourist look like in 2015?
The world is "doing" tourism, whether it is Dubai or the South Pole. Nearly every country in the world has a tourism offer and promotes tourism as an area of economic activity. Even Afghanistan has a tourism offering of the 'last unclimbed mountains of the world'. The internet allows tourists to become their own travel agent.
By mapping the key mega-trends which shape the world, and then identifying how these trends impact upon the consumer through clustering them as political, social, technological and individual trends, we can see that four scenarios emerge, which capture the essence of the future tourist and what this means for Scottish tourism.
- Tourist 1: The "right royal treatment" scenario describes the business traveller as sophisticated, demanding and time sensitive.
- Tourist 2:The "tourist living local" scenario describes the authentic tourist as someone who is discerning but wants to ‘live local’.
- Tourist 3: The "living the low-brow and high-brow life" scenario reflects cultural capital driven by an educated, well travelled consumer who is more concerned with experience than with material possessions.
- Tourist 4: The "Asia gets going" scenario reflects the realisation that the middle classes of China will be driving the growth of tourism across the world by 2015.
The full report can be downloaded below.
Further Information
For further details please contact research@visitscotland.com
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