Fancy a snoorie? New trend of sleep tourism could bring more visitors to Scotland

From the splendour of Edinburgh Castle and the magic of Glenfinnan Viaduct to the wild beauty of Glen Coe and the mysteries of Loch Ness, there are plenty of reasons to visit Scotland.

Now tourism bosses are banking on another selling point – a good night’s sleep. Sleep tourism has been a growing trend in recent years, with places such as Sweden seeing a huge uplift in visitor numbers among people looking for that 21st Century luxury of a relaxing, undisturbed snooze.

As more hotels offer pillow menus, luxury mattresses, blackout blinds, specialist teas, aromatherapy oils and even the “sleep divorce” – where couples sleep in separate beds – guests are choosing the slow travel option over the idea of cramming as many activities into a holiday as possible.

Sleep tourism

The sleep tourism industry is estimated to grow by nearly 8% and by more than $400 billion (£318bn) in the five-year period between 2023 and 2028, according to analysis by HTF Market Intelligence. And so too is it becoming a growing part of Scotland’s visitor sector.

Our version of sleep tourism leans on the Scottish principle of coorie, and is being branded snoorie. It’s been identified by VisitScotland as the leading wellness travel trend over the next year. The tourism body’s research paper, Trends For 2025: The Experience Economy, found that more than a quarter of visitors surveyed said they needed to get away from it all and have a rest.

David Jackson is VisitScotland’s regional director. He said: “We first identified wellness as a growing visitor trend in 2014, and ever since we have seen health and wellbeing become an integral part of all travel.

“These new trends show that visitors are not only seeking a restful and recharging experience but one that merges with their own health-conscious lifestyle.”

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Alyson O’Brien, a sleep expert and head of Sleep Action, the UK’s oldest sleep charity, adds: “How many people do you know who come back from a holiday and say they need another holiday just to recover, because they’ve packed so much in and didn’t prioritise rest and chilling out?

“With this idea of going some place they can simply relax, we hope they see the benefits, that they feel happier, healthier and more connected to the world around them, and realise they do need more sleep because they feel better after being well rested and putting the good habits in place.”

Keeping those restorative and rejuvenating practices in place once back in the daily grind is easier said than done, of course, but Alyson says it all comes down to one thing.

“It’s about routine,” she continued. “We have a support line for families in Scotland, and we often talk to them about the importance of making a good routine work within everything else they do – work commitments, commuting, kids, after-school activities, making dinner. It’s important to make time for relaxation in the evening, and to get outside as early as possible to set their body clocks.

“A consistent routine helps the brain and body to understand when it’s time to be awake in daytime and when it’s time to be relaxed at nighttime.”

Visitor increase

Highland Coast Hotels operate throughout the north of Scotland and have seen an increase in visitors looking for a quieter break.

Kenny McMillan, managing director of the hotel brand, said: “We’re seeing a growing trend of visitors looking to escape the hustle and bustle of everyday life, seeking out more rural destinations that offer not only a restorative retreat but also a meaningful connection to the local community.

“This shift is reflected in our occupancy rates, which have increased by 12% in January 2025 compared to January 2024. This uplift demonstrates visitors are embracing the Highlands as a winter retreat destination, drawn to its sense of calm, natural beauty, and the warmth of Highland hospitality.”

The hotel group has recently installed more than 220 handcrafted beds, mattresses and headboards across their collection, in partnership with Highland BlindCraft Beds.

World Sleep Day takes place on March 14 and this year’s theme is making sleep health a priority. Alyson O’Brien says people are at last realising the importance of sleep, after years of campaigns about the need for physical activity and healthy eating.

“Unless you’ve had a good night’s sleep you probably won’t see the benefits of those things anyway,” she commented. “People are finally coming round to the idea that sleep is as important for our health and wellbeing as diet and exercise.

“We’re seeing more people asking for support with their sleep. They’ve often been living with the issue for years and there was almost a pride in boasting about getting by on four hours’ sleep. But people are becoming aware that not only is this not good for you, it’s actually quite dangerous, so I can see why sleep tourism is becoming a big thing.”

Benefits of sleep

Tied in with the snoorie concept are other wellness trends such as outdoor therapy and its mental health benefits, and biohacking wellness tech – a DIY approach to enhancing wellbeing, using unique spa trips or holistic experiences integrated into the Scottish environment like wild swimming or ice baths.

Amber Pledge is the co-founder of Kabn, self-catering cabins with floor-to-ceiling windows set on the shores of Loch Fyne, with access to a private beach for wild swimming and walking.

“Lots of guests compliment us on the quality of their sleep during their stay, which is in part due to being able to switch off when they’re here, but also for the luxury and sustainable bedding we provide,” Amber explained.

“The increased awareness around outdoor therapy reflects a broader cultural shift toward visitors prioritising self-care and mindfulness. As a result, we are seeing the desire to connect with nature transcends visitor types and ages, appealing to both international and domestic travellers, solo adventurers, couples and groups alike.

“For some, it’s an opportunity to retreat and recharge in solitude, finding space to reflect and reset. For others, it’s a chance to share meaningful moments with loved ones, free from the distractions of technology and daily life.”

In Royal Deeside, husband-and-wife team Stuart and Louise Thomson set up Stravaig Saunas, an offshoot to their joinery business, two years ago.

The idea for a mobile sauna came after the couple were gifted a sauna stove as a wedding present. The pair were planning to build an outdoor sauna for themselves when they realised there was a commercial opportunity.

It has a panoramic window, plus a changing area and outdoor shower and plunge bath.

Stuart said: “We knew about the benefits of using a sauna and cold-water therapy and saw the popularity of saunas rising around the country, so decided to go for it. We’re quite unique, having views of Royal Deeside and Lochnagar.

“We regularly have guests visiting who are looking to add a wellness experience on to their holiday, or who are on a trip solely based on doing wellness activities.”

While Scotland’s tourism bosses hope visitors continue to flock here for our famous landmarks, they hope to also appeal to those looking for a quieter, less-bustling break.

“It’s important we keep up to date and understand what our visitors want,” commented Cat Leaver, VisitScotland’s director of strategy and competitive intelligence.

“Scotland is well placed to capitalise on these trends and we hope the report’s insights will be a useful resource for tourism and events businesses.”