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Holidaymakers enjoy a trip down memory lane

February 5, 2014 Destination Global No Comments Email Email

Nostalgia may not be what it used to be, but it could prove a valuable tool for Scottish tourism businesses, according to new research by VisitScotland.

The national tourism organisation’s Insight team has identified a new trend termed ‘Mod-stalgia’ – a trip down memory lane that incorporates all the comforts of a modern-day holiday.

Visitors, for example, could go to a favourite holiday destination from their childhood, but this time stay in a luxury hotel, as opposed to a campsite.

Mod-stalgia is one of a number of trends that could be on the increase in 2014 – the year that Scotland welcomes the world with the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and the 400-plus events that comprise Homecoming all taking place during a momentous 12 months for Scottish tourism.

Another new trend has been termed ‘One Foot in the Past’ – which identifies a growing interest in history, folklore and genealogy.

A more established trend is that of a ‘boot camp for the soul’, with more and more visitors to Scotland looking to combine their holiday with fitness or wellbeing activities such as going to spas or going on walks. According to the Global Wellness Tourism Economy report, the niche market for wellness tourism is expected to grow by 9.9% annually over the next five years.

Reflecting last year’s trends, two contrasting types of holiday: the Fear of Missing Out (FOMO) and the Joy of Missing Out (JOMO), could also be on the increase.

Fear of Missing Out holidaymakers are those who cannot bear to be without their digital devices, including WIFI, smart phones and tablets, while Joy of Missing Out travellers are the exact opposite – favouring a break from the steady stream of emails and social media updates.

Matthew Quinn of VisitScotland’s Insight department said: “The tourism and hospitality sectors are increasingly sensitive to consumer trends and economic conditions, so having an informed outlook is vital. By analysing and identifying trends, we are able to offer valuable advice to Scotland’s tourism industry, ensuring that they are in the best possible position to welcome the world this year and beyond.”

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