According to VisitScotland’s report on hospitality trends, the country could offer visitors a rival to the Danish concept of Hygge with ‘Còsagach’, which it defined as a feeling of being snug, encouraging businesses to create environments which “induce a feeling of warmth or cosiness”.

It says Scotland is well placed to capitalise on its “tranquil seascapes, vast open spaces and many warm and welcoming pubs”.

Among other trends in VisitScotland’s trends report include:

  • Augmented virtual reality
  • Communi-gagement – using social media to showcase the country
  • Challenging “fake news”
  • Retro-tainment
  • Authenticity and immersion

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