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Caroline WarburtonCaroline Warburtonwww.wildwww.wild--scotland.co.ukscotland.co.uk
Positioning Scotland as Positioning Scotland as EuropeEurope’’s No.1 Wildlife s No.1 Wildlife Watching DestinationWatching Destination
…the Brand
Scotland: EuropeScotland: Europe’’s No.1 s No.1 WildlifeWildlife--Watching DestinationWatching Destination
• Fabulous Scenery
• Engaging Wildlife
• Easy Access
• Professional Knowledgeable Guides
VisitScotlandVisitScotland Visitor Attitude SurveyVisitor Attitude Survey
45%
37%
27%
26%
23%
18%
16%
81%
66%
55%
51%
Beautiful scenery
Interesting history &culture
Friendly people
Nature & w ildlife
Wildlandscapes/w ilderness
Plenty to do & see
Good pubs
Good hiking/walkingdest
Unspoilt environ
Good to relax
Slower pace of life
5%
5%
4%
3%
3%
2%
1%
5%
6%
7%
13%Local products to
eat & drink
Good destinationfor activity hols
Good places to eatout
Good for golf
Range of goodquality acc
Good publictransport
Lots to do inevening
Reasonaly pricedacc
Good destinationfor families
Good beaches
Good value formoney
Competitive PositioningCompetitive Positioning
88%
75%
73%
73%
69%
67%
65%
52%
50%
38%
37%
21%
93%
91%
89%
89%
Those interested in nature and wildlife
Middle aged people
Those who enjoy outdoor activities
Those interested in history/heritage
Those who prefer peace & quiet
Couples without children
Those who enjoy playing sports
Those on their main holiday
Those interested in the arts/culture
Young people
Families with older children
Older people
Those who like visiting cities
Families with young children
Those on a short break/second holiday
Those who are looking for a budget holiday
Growing Interest in (British) Growing Interest in (British) Wildlife WatchingWildlife Watching
• Planet Earth•• SpringwatchSpringwatch• The Blue Planet•• NatureNature’’s Calendars Calendar•• How to Watch WildlifeHow to Watch Wildlife• Life in the Undergrowth• Incredible Animal Journeys
• Nature’s Great Events• Life of Mammals•• AutumnwatchAutumnwatch• Natural World•• Country FileCountry File•• CoastCoast•• Hands on NatureHands on Nature
Growth of NatureGrowth of Nature--based based Tourism in ScotlandTourism in Scotland
Between 1997 & 2001Between 1997 & 2001
Wildlife TourismWildlife Tourism
Boat TripsBoat Trips
BusinessesBusinesses JobsJobs37%37%
79%79%
78%78%
125%125%
Source: A&M, 2002
Marine Wildlife on West Coast: £1.8m/yr(DEFRA, 2001)
CaperwatchCaperwatch, Loch , Loch GartenGarten: : ££10s of 000s/yr10s of 000s/yr(RSPB, 2006)
Sea Eagles On Mull: Sea Eagles On Mull: ££1.4 1.4 -- ££1.6 million/yr1.6 million/yr(RSPB, 2006(RSPB, 2006))
SPRINGSPRING
Bluebell woods in ArgyllBluebell woods in ArgyllCapercaillieCapercaillie lekkinglekking
Lapwings displayingLapwings displayingRoe deerRoe deer
Where?Where?Balmoral Estate & Glenlivet Estate, Cairngorms National Park
Atholl Estate, Perthshire
When?When?Males lekking in April & May
Black Grouse
Atlantic Gannets
Where?Bass Rock, Firth of Forth
Troup Head, nr Aberdeen
St Kilda
When?Birds on breeding sites Birds on breeding sites from January to August from January to August
SUMMERSUMMER
Flower meadows of the West CoastFlower meadows of the West CoastMinkeMinke whaleswhales
Common dolphinsCommon dolphinsPuffinsPuffins
Basking SharksBasking Sharks
-- 22ndnd largest fish in the worldlargest fish in the world
Where?West Coast of Scotland:
Mull, Skye, Firth of Clyde, Western Isles,
When?June June -- AugustAugust
AUTUMNAUTUMN
Salmon migrationSalmon migrationGreylag geeseGreylag geese
Red squirrelsRed squirrelsAutumn coloursAutumn colours
Grey SealsGrey Seals
--40% of the world population40% of the world population
Where?Orkney
Inner Hebrides (Mull, Coll)
Monarch Isles, Outer Hebrides
Isle of May, Firth of Forth
When?Around all year.Around all year.
Pups born in Autumn Pups born in Autumn
Red deer rutRed deer rut
WINTERWINTER
Winter sceneryWinter sceneryRed kitesRed kites
Ptarmigan in winter plumagePtarmigan in winter plumageMountain hareMountain hare
THE GUIDETHE GUIDE
Islay Birding, IslayIslay Birding, Islay
Wildlife Tourism in Scotland Wildlife Tourism in Scotland The Way AheadThe Way Ahead……..
• We need to get wildlife tourism noticed
• We’ve got to work together
• To succeed we’ve got to genuinely care
• We can’t afford to be complacent
Scottish Wildlife & Nature Scottish Wildlife & Nature Tourism Operators AssociationTourism Operators Association
Wild Scotland Wild Scotland –– the associationthe association
Full: commercial wildlife watching companiesEstates Whale-watching boat tripsLiveaboard cruises Bird-watching holidaysVisitor centres Guided walksLand Rover safaris Activity & wildlife providers
Supporting Business: other tourism businessesAccommodation providers Visitor attractionsNature reserves ShopsNon-commercial ranger services
Associates: other organisationsPublic sector agencies NGOsTrade Associations Marketing Groups
Not-for-profit company, 7 voluntary directors, 82 members
The Current PictureWild Scotland members generate…
• Turnover (collective total): £9.3million
• Jobs: 496 FTE (840 actual posts)
• Average number of visitors: 16,000
• Capacity: only 9% at full capacity
• Customer origin: UK (86%)
Coming up…
Scottish Government Economic Survey
Source: Wild Scotland Economic Survey 2008
Wild Scotland: What Do We Do?Wild Scotland: What Do We Do?
•• Promotion: Highlight the range and Promotion: Highlight the range and variety of wildlifevariety of wildlife--watching activitieswatching activities
•• Business Support and AdviceBusiness Support and Advice
•• Encourage Best Practice in Encourage Best Practice in Responsible Wildlife WatchingResponsible Wildlife Watching
Wild Scotland: What Do We Do?Wild Scotland: What Do We Do?
•• Highlight the range and variety of Highlight the range and variety of wildlifewildlife--watching activitieswatching activities……
Eagle Cruises, Loch Shiel, Glenfinnan
Caledonian Discovery, Great Glen, HighlandsBella Jane Boat Trips, Elgol, Isle of Skye
BOAT TRIPSBOAT TRIPS
Isle of Mull Wildlife & Birdwatch Safaris
GUIDED TOURSGUIDED TOURS
Atholl Estate, Perthshire
Highland Adventure Safaris, Aberfeldy Perthshire
Scottish Seabird Centre, North BerwickScottish Seabird Centre, North Berwick
VISITOR CENTRESVISITOR CENTRES
Cream Cream oo’’GallowayGalloway, nr Dumfries, nr Dumfries PhiliphaughPhiliphaugh Estate, SelkirkEstate, Selkirk
WILDLIFE HIDESWILDLIFE HIDES
AigasAigas Field Centre, nr InvernessField Centre, nr Inverness
ArgatyArgaty Red Kites, nr StirlingRed Kites, nr Stirling
SpeysideSpeyside Wildlife, Cairngorms National ParkWildlife, Cairngorms National Park
Mull Eagle Watch, Isle of MullMull Eagle Watch, Isle of Mull
BY KAYAKBY KAYAK……
Wilderness ScotlandWilderness Scotland
Wilderness ScotlandWilderness Scotland
FROM YOUR ROOMFROM YOUR ROOM……
Press Mains Cottages, Scottish BordersPress Mains Cottages, Scottish Borders
66thth –– 1414thth Jun 09Jun 09 99thth -- 1515thth May 09May 09
WILDLIFE FESTIVALSWILDLIFE FESTIVALS
Wild Scotland PromotionWild Scotland Promotion
Joint MarketingJoint Marketing
Press & PRPress & PR
www.wildwww.wild--scotland.org.ukscotland.org.uk
Travel & Trade ShowsTravel & Trade Shows
Wild Scotland: What Do We Do?Wild Scotland: What Do We Do?
•• Business Support and AdviceBusiness Support and Advice……
Business Support & AdviceBusiness Support & Advice
Advice/Support:Advice/Support:• E-newsletters
• Customer Feedback Survey
• PR/Marketing
Training/Skills Development:Training/Skills Development:• WISE: Marine Wildlife Tourism Training (Feb 09)
• Tourist Guide View (Scottish Mammals) (Apr 09)
• Trossachs Wildlife Tourism Fam Trip (Feb 08)
• Guiding Skills (Jan 07)
Wild Scotland: What Do We Do?Wild Scotland: What Do We Do?
•• Encourage Best Practice in Encourage Best Practice in Responsible Wildlife WatchingResponsible Wildlife Watching……
Best Practice & StandardsBest Practice & Standards
• Delivering a Quality Experience
• Setting an Example
• Encouraging Professional &
Responsible Wildlife Watching
Best Practice Best Practice –– Setting an ExampleSetting an Example
The Challenge for Commercial Operators:
• Visit the same areas time and again
• Role model for their guests and others
• Under commercial pressure to get close• Legal implications – harassment /
accountable actions
Best PracticeBest Practice
•• VS Wildlife Experience QA SchemeVS Wildlife Experience QA Scheme
•• Green Tourism Business Scheme Green Tourism Business Scheme criteria for tour operatorscriteria for tour operators
•• WISE Accreditation SchemeWISE Accreditation Scheme
•• Wildlife Guide QualificationWildlife Guide Qualification
Delivering a Quality ExperienceDelivering a Quality Experience
Best PracticeBest Practice
Wild Scotland Code of Conduct
Wild Scotland Best
Practice Guidelines
Encouraging Professional & Encouraging Professional & Responsible Wildlife WatchingResponsible Wildlife Watching
WS Best Practice GuidelinesWS Best Practice Guidelines
•• Watching Wildlife from A BoatWatching Wildlife from A Boat•• Watching Wildlife from a VehicleWatching Wildlife from a Vehicle•• Watching Wildlife on FootWatching Wildlife on Foot•• Watching Wildlife by SeaWatching Wildlife by Sea--KayakKayak
• 33% increase in Wild Scotland membership in last year
• 86% said business was better or about the same as 2007
• 88% said visitor numbers were better or about the same as 2007
Trends and Growth
Source: Wild Scotland ‘How Was Your Season’ Survey 2008
So Are We Succeeding?So Are We Succeeding?
Optimism over the next 3 years:• 83% expect value of wildlife tourism to grow
• 63% expect wildlife tourism profits to grow
• 51% expect to increase no. of employees
• To be leaders in responsible wildlife-watching
• Recession will affect all businesses
• To maintain & improve standards (in particular guiding skills)
• Increase marketing opportunities (internet and PR)
• Financial sustainability for organisation
Most of all we want to makeost of all we want to make……
The FutureThe Future……
Scotland: EuropeScotland: Europe’’s No.1 s No.1 WildlifeWildlife--Watching DestinationWatching Destination
Email: Email: caroline@[email protected]
Web: Web: www.wildwww.wild--scotland.co.ukscotland.co.uk