For Scotland, 2025 Rings In New Hotels, Flight Routes And Attractions

While having a rough start to 2025, amid poor weather conditions cancelling Hogmanay festivities in Edinburgh, Scotland is welcoming the new year with many planned milestones.

This country will see a wave of luxury hotel openings, starting with the Seaton House in St. Andrews. This property is based near the first tee at the Old Course, where the first game of golf happened.

Flight options to Scotland are increasing as well. New seasonal airline routes to Edinburgh are happening through JetBlue via Boston and American via Philadelphia.

As part of the United Kingdom, Scotland is now phasing in the requirement for travelers without a visa to get an Electronic Travel Authorisation (ETA) for entry.

In sharing how Scotland is embracing this news, VisitScotland’s CEO Vicki Miller spoke with Forbes about how the tourism board’s continued focus on growing the economic value of visitation in 2025.

Set Jetting in Scotland

The term “set jetting” refers to a travel trend involving fans of TV shows or movies heading to their real-life film locations. The historical drama “Outlander” brought much attention to Scotland. Other films and shows set in Scotland have as well.

Along with “Outlander,” other movie and TV productions filmed in Scotland include “The Batman,” “Indiana Jones and the Dial of Destiny” and “The Crown.”

VisitScotland’s latest visitor survey has found that one in five visitors were inspired by film, television or literature to visit Scotland.

Miller said that the tourism board recognizes set-jetting as one of their 2025 travel trends. “Having Scotland on-screen, be it big or small, is a chance for us to convert viewers into travelers and encourage them to plan a trip and explore beyond the film locations.”

Experiential Travel To Scotland Is Growing

Aside from entertainment, Miller pointed to an enduring connection as a driving factor for visitors heading to Scotland. It can be through direct ancestry, with their recent visitor survey finding 38 percent of U.S. travelers coming for that reason. Multigenerational travel is growing as well through celebrating milestones.

Another reason involves public interest in Scottish culture and icons ranging from whiskey production and tartans and events including The Open or Edinburgh’s Fringe Festival. Visitors are seeking immersive experiences including wanting to create their own whiskey blends or learn how to play the bagpipes.

“North America is Scotland’s largest international visitor market and, for the last two years, has been showing the largest growth in visits and spend,” said Miller.

Sustainable Tourism Measures in Scotland

Along with implementing sustainable tourism measures, Miller noted that protecting Scotland’s cultural heritage and promoting social inclusion and slow tourism are equally important.

“Good for the Soul” is VisitScotland’s new visitor proposition that promotes immersing yourself in and connecting with nature can have a positive impact on your wellbeing. “Through this we hope to instill a respect for our natural environment that translates into more considered travel choices and behaviours,” said Miller.

According to Miller, the tourism board is working with travel agents and tour operators within the North American market to develop sustainable itineraries, extend their seasons and consider parts of the country with more capacity.

In 2024, the board also became the first national tourism body to partner with GEO Foundation to support and accelerate sustainability in golf.

“This is a long-term approach for us with responsible tourism not only at the heart of the national tourism strategy but also part of the Scottish Government transition to a wellbeing economy which puts people and planet first,” said Miller.

2025 Openings and Events In Scotland

Along with new airline routes, Scotland will welcome openings across different interests and locations in 2025.

In the Scottish Highlands, the Inverness Castle Experience is a reimagined landmark castle. Visitors will go on a journey through the venue’s gardens, the two towers and new restaurant, bars and shop to experience stories about the Highlands. 

With distilling, Shetland will welcome its first whisky distillery with the opening of The Lerwick Distillery. In Orkney, Highland Park will reopen its 200-year-old distillery and Eden Mill Distillery will open its new distillery in St. Andrews powered by renewable energy.

Also in St. Andrews, Seaton House opens its doors as a five-star luxury accommodation, while Murrayshall Country Estate in Perthshire will launch a new luxury pod accommodation.

There are also significant milestones. This year, Glasgow, a UNESCO City of Music, will mark its 850th anniversary and the Royal Edinburgh Military Tattoo will celebrate its 75th anniversary.