It is Scotland’s tourism ambition to grow by 50% by 2015. In order to achieve this, ‘‘authenticity’’ has being identified as a future keyconsumer-driver and as a trend that matches Scotland’s brand equity proposition of ‘‘human, enduring and dramatic’’. This paperidentifies 10 trends that are shaping the concept of authenticity and exemplifies these through two scenarios—the Ella Stewart FamilyCentre Holidays and Orkadian Ancestors and Fiddlers. The paper discusses the concept of ‘‘authenti-seeking’’, which is defined as‘‘consumers searching for authenticity from a range of products, services and experiences or looking for it within themselves’’. Thisconcept is then considered within the context of tourism, highlighting the opportunity for Scotland, whether this be community-basedpropositions, activity holidays or even nostalgic, authentic products, such as the Tizer Experience at Barr’s Soft Drink Plant. Ifauthenticity is to be a serious proposition, it must be built around the notions of ethical, natural, honest, simple, beautiful, rooted andhuman concepts.