Scotland’s tourism industry could be set for an unexpected summer windfall as international travellers rethink plans to visit the United States following Donald Trump’s return to the presidency, according to VisitScotland.
Vicki Miller, the agency’s chief executive, said recent data signals a downturn in US-bound travel from multiple countries — including Canada, Germany, and France — as political uncertainty and policy volatility dampen its appeal. That, she argues, presents a timely opportunity for Scotland to position itself as an alternative long-haul destination for cautious yet experience-hungry tourists.
Shifting Travel Sentiment Spurs Scottish Optimism
“There’s no doubt that we’re seeing a shift in demand,” Miller told The Herald in an exclusive interview. “Where travellers might once have opted for the US, many are now looking elsewhere — and Scotland is in a strong position to benefit.”
Tourism boards across Europe are monitoring booking data closely as concerns rise over potential disruption to transatlantic travel, particularly from liberal-leaning markets uneasy about Trump-era rhetoric and policy.
In contrast, Scotland’s image — bolstered by its cultural heritage, dramatic landscapes, and relative political stability — is proving increasingly attractive. Direct air links between Scottish airports and hubs in Europe and Canada are also working in its favour.
Canada and Europe Lead the Defection
Preliminary booking insights, gathered by VisitScotland from tour operators and airline partners, suggest:
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Increased interest in Scottish itineraries from Canadian tour groups
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Surge in European travel forums recommending the UK and Ireland over North America
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More flexible routing for long-haul travellers keen to avoid potential complications at US borders
The weakening of the US dollar and concerns over domestic unrest during a presidential transition year have further tempered enthusiasm for American holidays, especially among first-time travellers.
Focus Turns to Rural and “Authentic” Experiences
Tourism providers in Scotland’s Highlands and Islands are already reporting an uptick in summer bookings, with operators in Skye, Argyll, and the Outer Hebrides noting a rise in inquiries from European agents.
“This isn’t just a numbers game,” said Miller. “We’re seeing demand for immersive, authentic experiences — whether that’s distillery tours, castle stays, or nature-focused escapes. Scotland can deliver all of that.”
VisitScotland is now accelerating targeted marketing campaigns across digital platforms in Germany, the Netherlands, and French-speaking Canada, showcasing scenic attractions alongside low-stress travel infrastructure.
Economic Opportunity Amid Political Backdrop
While Scotland’s tourism sector has faced challenges post-Brexit, including staffing shortages and cost inflation, industry insiders are optimistic that current global trends may deliver a boost — even if indirectly.
“Travel decisions are influenced by more than just price. Right now, travellers are looking for calm, culture, and connection,” said Fiona Slater, a travel analyst at UK-based agency Pathfinders Global. “Scotland ticks all of those boxes — and unlike the US, it’s not making international headlines for the wrong reasons.”
With Trump’s second term already drawing polarised reactions abroad, tourism boards in other parts of the UK are also expected to adjust messaging to capture deflected demand. But Scotland’s distinct identity and ability to package itself independently of Westminster politics may give it an edge.
