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The Wild Side of The Wild Side of ScotlandScotland
Caroline WarburtonCaroline WarburtonManager, Wild ScotlandManager, Wild Scotland
ADVENTURE TRAVEL IS …ADVENTURE TRAVEL IS …
WHAT’S IN A NAME?WHAT’S IN A NAME?
• Activity Tourism• Adventure Tourism• Ecotourism• Nature Tourism• Nature-Based Tourism• Outdoor Activities• Wildlife Tourism
Survey of 128 adventure travel companies in 2007
Top 5 activities offered by adventure travel companies were:
(quoted in ATTA, 2009)
DEFINING ADVENTURE TOURISMDEFINING ADVENTURE TOURISM
• Hiking/walking (81%)• Cultural activities (68%)• Trekking (55%)• Wildlife/Nature (54%)• National Parks (53%)
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“Today’s adventure traveller seeks experiences beyond high-adrenaline sports. Adventure provides a mix of activities that enable authentic, un-manufactured experiences.”
Adventure Travel Trade Association definition:
“any trip that has 2 out of the 3 aspects: – physical activity, – interaction with nature, – cultural learning/exchange”
• Adventure travel not just “young & physical”• Higher importance on:
• exploring new places, • enjoying nature, • meeting and engaging with local cultures.
DEFINING ADVENTURE TOURISMDEFINING ADVENTURE TOURISM
DEFINING ADVENTURE TOURISM
Most relevant to the adventure tourism sector (including Scotland) are:• Walking/Climbing: mountain walks/treks, shorter walks, long distance trails, rock climbing & mountaineering• Cycling/Biking: cycle touring & mountain-biking• River Activities: canoeing, kayaking, rafting & canyoning• Marine Activities: sailing, kayaking, surfing & diving• Wildlife/Nature Watching: boat and vehicle excursions & walking• Snow Activities: skiing, snowboard, ski-touring, snow-shoeing, ice-climbing
THE VALUE OF OUTDOOR TOURISM ACTIVITIES
Holiday trips(Thousands)
Spend (£m) Avg spend per trip
Walking 1798 520 £289
Watching wildlife 429 159 £371
Adventure sports 253 66 £264
Mountain biking 98 14 £142
UK Visitor Activities undertaken in Scotland 2008
A BROADENING MARKETA BROADENING MARKET• Growing interest in adventure: 200% increase in
adventure / eco-friendly / ethical holiday (You Gov).
• Changing motivations: focus on ‘experiences’ not just ‘collecting’ views. – Like to explore new places, enjoy nature, engage with local
cultures – “Want to be” with aspirations to fulfil
• Broader market: not just rich, young, male and single! – Gen Y + Gen X (incl. single professionals, particularly females)– Baby Boomer (inquisitive 50+ males and females)– Affluent active families– Overseas visitors
UK MarketAffluent Southern Explorers (W1): ‘outdoor activities and golf’Young Domestic Explorers (W2): ‘like to be active on holiday’Mature Devotees (W3): ‘tour and watch wildlife from car’Affluent Active Devotees (W4): ‘active pursuits’
Overseas MarketsFrance: walking/hikingGermany: walking/hikingThe Netherlands: exploring the scenery and walkingSpain: exploring scenery and walkingSweden: exploring scenery and walkingItaly: exploring the scenery
VISITSCOTLAND SEGMENTATIONVISITSCOTLAND SEGMENTATION
People are increasingly looking for:– Ease of booking (online)– Shorter booking period– Access to information / local knowledge– Sustainability (green travel)– Packaging of activities– Reassurance on safety issues– Meeting like minded people / sharing an experience– Acceptable and safe solo travel– Adventure by night, comfort by day
MEETING EXPECTATIONSMEETING EXPECTATIONSAdventure = Challenge
(physical, intellectual or spiritual)
Authenticity / Unique or Unusual / Memorable
To make Scotland To make Scotland a destination of first a destination of first choice for Adventure Travelchoice for Adventure Travel
Adventure Travel: The OpportunityAdventure Travel: The Opportunity
1. Internationally Recognised Scenery and Iconic Wildlife
2. Broad Range of Experiences Available Across the Country
3. Access all Areas
4. Professionalism of Guides
5. Unique Culture and History
Scotland’s Strengths
So, What Do We Do Now?So, What Do We Do Now?
1.1. Build on What We HaveBuild on What We Have
2.2. Speak with One VoiceSpeak with One Voice
3.3. Collaboration & Co-ordinationCollaboration & Co-ordination
4.4. Get The Industry Engaged: Year of Active / Get The Industry Engaged: Year of Active / ATWS 2011ATWS 2011
WILD SCOTLANDWILD SCOTLAND
Scottish Wildlife & Nature Tourism Operators Assoc.
Est. 2003
Scottish Activity Providers Assoc. Est. 1987
SCOTTISH WILDLIFE & ADVENTURE TOURISM OPERATORS ASSOC.
Scottish Wildlife & Adventure Scottish Wildlife & Adventure
Tourism Operators AssociationTourism Operators Association
WHAT WE DOWHAT WE DO• Trade association for the wildlife and adventure
tourism sector
• Raise the profile of Scotland’s adventure and wildlife tourism sector
• Assist the sector to deliver a quality experience
• Support & encourage professional & responsible tourism
• Speak for the sector with one voice
WILD SCOTLAND’S ROLEWILD SCOTLAND’S ROLE
• Single point of contact
• Ear to the ground
• Collective opportunities for businesses
• Champion sustainable tourism / best practice
• Liaison with public agencies & industry groups
• National representation
• Recognition as a credible industry
To make Scotland To make Scotland a destination of first a destination of first choice for Adventure Travelchoice for Adventure Travel
Adventure Travel: The OpportunityAdventure Travel: The Opportunity
Wild ScotlandWild ScotlandThe Wild Side of ScotlandThe Wild Side of Scotland
www.activity-scotland.org.ukwww.activity-scotland.org.ukwww.wild-scotland.org.ukwww.wild-scotland.org.ukcaroline@[email protected]
