How to Sell a Holiday in Scotland During the Winter Season
Selling holidays in Scotland during the off-season can feel challenging. The weather is unpredictable, businesses are quieter, and even you may long to escape to sunnier climates. However, things are changing, and so are travellers’ preferences. Scotland’s winter is becoming an experience in itself, offering unique opportunities inspired by our Nordic cousins to make the colder months not just bearable—but enjoyable.
Why Winter in Scotland is Becoming a Draw
While Scotland’s winters remain cold and dark, attitudes are shifting. More travelers are embracing the season as a chance to slow down, reconnect with nature, and enjoy winter-specific experiences. Activities like wild swimming and sauna therapy, inspired by Nordic traditions, are growing in popularity.
Cold Water Swimming
Cold water swimming has seen a 94% increase since 2020, with enthusiasts raving about its invigorating and mood-lifting effects. I discovered this myself when I started swimming outdoors in July 2022 and, to my surprise, continued through the winter. The combination of plunging into icy waters and experiencing the cold embrace of winter is life-affirming.
Sauna Therapy
Nordic-inspired saunas are also becoming a key winter attraction. In February, I visited Ellie’s Seaside Sauna, where I combined the heat of the sauna with a plunge into the sea. Later, a trip to Taymouth Marina saw me sliding into Loch Tay, bringing a sense of childlike joy to the season. These moments of embracing winter with my daughter were unforgettable and made us vow to celebrate winter yearly.
A Lesson for Tourism Businesses
Winter doesn’t have to be the off-season for tourism businesses—it can be a unique selling point. Here’s how you can embrace winter and attract visitors:
- Highlight Winter Activities
- Promote wild swimming opportunities in your area.
- Partner with local sauna businesses to create unique packages.
- Showcase winter festivals or events happening nearby.
- Create a Cosy Atmosphere
- Add seasonal touches to your accommodation, like blankets, hot chocolate, and candles for a hygge-inspired experience.
- Encourage guests to embrace the outdoors with walking trails, stargazing, or snow activities, paired with cozy indoor comforts.
- Celebrate Winter in Your Marketing
- Use captivating winter photography to showcase your location’s charm.
- Write blog posts or social media content highlighting local winter experiences.
- Share stories about your own winter adventures to inspire potential guests.

Narnia – Andrew Drane
Scotland in Winter: A Magical Experience
By embracing winter, you’re not just selling a holiday—you’re offering an experience that feels magical and transformative. Travelers want something unique, authentic, and connected to the season. With thoughtful planning and marketing, you can make winter a profitable and rewarding season for your business.
“It was a full moon and, shining on all the snow, it made everything almost as bright as day — only the shadows were rather confusing.” – C.S. Lewis, The Lion, the Witch, and the Wardrobe
This winter, why not take the plunge yourself? Celebrate Scotland’s colder months, and watch your business thrive—even when the weather is far from sunny.