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St Andrews Crowned Top Destination

  //travel-leisure.news-articles.net/content/2026/01/13/st-andrews-crowned-top-destination.html
  Published in Travel and Leisure on Tuesday, January 13th 2026 at 12:34 GMT by Daily Record

St Andrews: A Well-Deserved Crown

St Andrews' victory isn't surprising to many familiar with the region. The town's reputation extends far beyond its famed golf courses. Its stunning coastal scenery, rich history (being the home of Scotland's oldest university), and a surprisingly vibrant cultural scene converge to create an irresistible draw for both domestic and international tourists. The study's findings suggest that these factors collectively contribute to its exceptional year-round appeal, offering something for every visitor regardless of the season.

A Scottish Sweep of the Top Ten

The dominance extends beyond just the top spot. An impressive eight out of the ten locations featured in the "365 Things to Do" top ten are located in Scotland. This further reinforces the nation's reputation as a premier destination for outdoor adventure, cultural exploration, and diverse experiences. The full top ten list reads:

1. St Andrews, Fife
2. Edinburgh
3. Isle of Skye
4. Fort William
5. Glasgow
6. Loch Lomond & The Trossachs National Park
7. Inverness
8. Cairngorms National Park
9. Pitlochry
10. Oban

This widespread representation underscores a growing trend: travelers are increasingly prioritizing destinations that offer consistent opportunities for engagement beyond just a summer getaway. The appeal of Scotland's dramatic landscapes and rich heritage allows for seasonal exploration, with winter activities like snow sports and cozy fireside experiences complementing the summer's hiking, biking, and water sports.

The Rise of Year-Round Travel and Wexperience's Vision

Emma Johnson, founder of Wexperience, notes the growing demand for year-round experiences. "We've seen a huge rise in people looking for experiences they can enjoy year-round - and places they can return to multiple times without getting bored," she stated. This insight highlights a shift in travel preferences, moving away from seasonal tourism towards a more sustainable and deeply engaged form of exploration.

Wexperience's focus on connecting travelers with unique and localized experiences is likely contributing to this trend. By facilitating access to a wide range of activities, the platform allows visitors to discover hidden gems and plan more diverse and enriching itineraries. The platform's founders believe Scotland's diverse offerings make it particularly well-suited for this evolving travel market. The increased demand for St Andrews experiences already observed by Wexperience anticipates continued growth as travelers seek out these kinds of all-year round destinations.

Looking Ahead: The Future of Scottish Tourism

The findings of this study have significant implications for the future of Scottish tourism. With a growing emphasis on year-round appeal, Scotland is poised to attract a more consistent flow of visitors, contributing to a more stable and sustainable tourism economy. The continued investment in local experiences and infrastructure will be crucial to maintaining this momentum and ensuring that Scotland remains a top destination for adventurers and culture seekers alike. Future tourism strategies may focus on enhancing offerings during traditionally less popular seasons, encouraging longer stays and driving economic benefit throughout the year.