TORONTO — Bee-based wellness therapies in Perthshire. Saunas on the beach in the Outer Hebrides. And ‘Sheepy Sleepovers’ in Loch Lomond.

That’s just the start of the wide and wonderful range of off-the-beaten-track experiences in Scotland, ideal for clients looking for something new and different (and definitely Instagram-able).

VisitScotland is championing all of these travel ideas and more as it works hard to showcase all of Scotland – not just the best-known parts – to visitors.

VisitScotland’s Cassandra Miller and Rebecca Malcolm with Claire Skinner

As Cassandra Miller, VisitScotland’s PR Manager, North America, told Travelweek: “Visit Scotland’s actively working with Scotland’s smaller niche businesses to help them internationalize, and to make sure they’re travel trade ready. We help them with webinars, product showcases and the like. We want to make sure all areas of Scotland have experiences for travellers. It helps support year-round tourism too.”

The bee-based wellness therapies are a favourite at Monachyle Mhor boutique hotel in central Scotland. Billed as the UK’s first bee therapy retreat, guests relax in a stylish ‘apipod’ set atop the beehives – perfectly safely, of course.

Meanwhile outdoor saunas dot the coastline in many parts of Scotland, as locals and visitors alike clamour for Nordic-style experiences and Atlantic and North Sea views from a sauna’s cozy confines.

And if you’re wondering about the ‘Sheepy Sleepovers’, the three-night Sheepy Sleepover Wellness Retreats at Naughty Sheep in Gartmore, just outside of Loch Lomond and the Trossachs National Park, include yoga, meditation sessions, ʻsheep cuddlesʻ and more.

SCOTLAND FLIGHTS, TOUR OPERATORS & MORE

Scotland’s lift from the Canadian market is strong in high season, with Air Canada’s brand new seasonal Montreal-Edinburgh flights, launched this past spring, already on the way back for 2026. Year-round, Air Transat flies Toronto-Glasgow. And WestJet offers seasonal service to Edinburgh from Halifax, Toronto and Calgary. Scotland is also serviced by many airlines from the U.S. east coast. That said, “we would love more year-round lift,” said Miller. “We know that in the current climate, the numbers are looking good.”

Monachyle Mhor’s ‘apipod’ for bee-based wellness therapy in Scotland (photo courtesy Monachyle Mhor)

VisitScotland enjoyed strong years from the Canadian market in 2023 and 2024, and the outlook for 2025 is so far positive as well. The cool-cation trend is resonating with Canadians as many pivot away from southern Europe’s heat waves. “Our Canadian visitors are more outdoorsy by nature,” said Miller. “We know that our Canadian visitors travel a bit wider too. They’ll go into Edinburgh and the Highlands, and then they go beyond.”

Asked about hotels, Miller noted that high demand for Edinburgh has kept hotel space in the capital tight, despite new hotel development.

Miller also said she’s heard anecdotal reports from several of VisitScotland’s Edinburgh hotels seeing an increase in Canadian visitors, no doubt as Canadians look for new travel destinations.

“Glasgow is only 45 minutes by train from Edinburgh,” she noted. “Visitors can stay in Glasgow and enjoy both cities.”

Thereʻs been plenty of buzz around Glasgow this year as the city celebrates its 850th anniversary. In 2026 Glasgow has another big year coming up with the Commonwealth Games.

Miller said Canadian visitors are well-versed in Scotlandʻs charms. “They’ve done Edinburgh, Glasgow, the Isle of Skye, the Scottish Highlands … they’re looking for something new.

Tour operators of all sizes – from ACV, RIT, CIE Tours, Globus family of brands and Trafalgar, to Wilderness Scotland, Exodus, Bravo Whisky Golf, Rabbieʻs Tours and St. Hilda Sea Adventures – have plenty of options.

For travel advisors, VisitScotland has a dedicated travel trade site, with sample itineraries and “lots of inspiration,” said Miller. VisitScotland also has a dedicated in-house travel trade team. The travel trade site is TravelTrade.VisitScotland.org.

Anyone invested in selling Scotland will want to make a note of next yearʻs VisitScotland Connect, the annual trade event thatʻs taking place in Glasgow April 15-16. “It’s about making the most of that face-to-face time. It’s really well attended, and growing year by year,” said Miller.

Naughty Sheep in Loch Lomond in Scotland offers sheep experiences including ‘Sheepy Sleepovers’ (photo courtesy Naughty Sheep)