Scotland is renowned for its breathtaking landscapes, rich history and vibrant cultural heritage, attracting millions of tourists each year. Tourists are increasingly looking for authentic and local experiences. At the same time environmental sustainability is a crucial challenge to overcome when travelling. As people are increasingly aware of the environmental sustainability issues, they might not have any options. How should the tourism journey look like in the future? How might we design the next-generation authentic and sustainable tourism experience in Scotland? How can we utilise tourism activities in strengthening the local communities instead of just putting more pressure on them to serve the tourists? How should the sustainability of travelling be presented to tourists making the decisions? How can we take authenticity and sustainability into account already when planning and booking the trip?