Scotland is gearing up for a busy summer season, with VisitScotland promoting a mix of wildlife encounters, cultural festivals and new tourism experiences aimed at attracting international visitors during June and July.
The destination marketing push highlights Scotland’s long daylight hours, major events calendar and growing appeal for experiential travel, including birdwatching, which VisitScotland says is emerging as one of 2026’s key travel trends.
Puffin tourism takes flight
Wildlife experiences feature strongly in the campaign, with Scotland’s coastal regions and islands entering peak puffin season between April and August.
New for 2026 is Wild Orkney Walks’ “Ultimate Puffin Experience” in Orkney, while Shetland Explorer Tours is promoting a combined puffin and Shetland pony experience at Sumburgh Head.
Other featured locations include the Isle of May in Fife, home to more than 50,000 breeding pairs of puffins annually, alongside wildlife cruises to the Inner Hebrides and Staffa.
The experiences align with growing demand for nature-led and slow travel itineraries among international visitors.
Glasgow prepares for major summer events
VisitScotland is also positioning Glasgow as a key summer destination ahead of the Commonwealth Games Glasgow 2026, taking place from 23 July to 2 August.
The city’s wider cultural calendar includes the Glasgow 2026 Festival, WOMAD Glasgow, Glasgow International contemporary art festival and the Merchant City Festival.
Nearby Falkirk will also host Kelpies Live in June, featuring performances beneath the iconic Kelpies sculptures.
VisitScotland said Glasgow’s event schedule presents opportunities for visitors to combine city stays with regional touring across Loch Lomond, the Isle of Arran and Scotland’s west coast.
New tourism products and hotel openings
Several new tourism experiences and accommodation openings are also launching ahead of the peak travel season.
Among them is the Deep Time Trail in the Scottish Borders, a new walking route celebrating geologist James Hutton and Scotland’s geological heritage.
In Fife, The People’s Sauna has opened at Kinghorn Loch, offering a community-focused outdoor wellness experience, while Dumfries & Galloway has introduced a new “Cow to Cone” farm and gelato tour.
New accommodation openings include Perthshire boutique property Dùn Aluinn, Thackray House in Loch Lomond & The Trossachs, and The Kithmore Hotel in St Andrews.
VisitScotland said the new openings reflect continued investment in experiential, food and wellness-led tourism products across the country.
