The Wild Side of
Scotland
Caroline Warburton
Manager, Wild Scotland
ADVENTURE TRAVEL IS …
WHAT’S IN A NAME?
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Activity Tourism
Adventure Tourism
Ecotourism
Nature Tourism
Nature-Based Tourism
Outdoor Activities
Wildlife Tourism
DEFINING ADVENTURE TOURISM
Survey of 128 adventure travel companies in 2007
Top 5 activities offered by adventure travel companies were:
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Hiking/walking (81%)
Cultural activities (68%)
Trekking (55%)
Wildlife/Nature (54%)
National Parks (53%)
(quoted in ATTA, 2009)
DEFINING ADVENTURE TOURISM
“Today’s
adventure
Travel
traveller
Trade
seeks
Association
experiences
definition:
beyond high• Adventure
travel
not
just
“young
& physical”
adrenaline
sports. Adventure
provides a mix of activities
• Higher importance
on:
that“any
enable
tripauthentic,
that has 2un-manufactured
out of the 3 aspects:
experiences.”
• exploring new places,
– physical activity,
enjoying nature,
–•interaction
with nature,
–•cultural
meetinglearning/exchange
and engaging with” local cultures.
6
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, snowshoeing, ice-climbing
THE VALUE OF OUTDOOR TOURISM
ACTIVITIES
Holiday trips
(Thousands)
Walking
Spend (£m)
Avg spend
per trip
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 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!
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Gen Y + Gen X (incl. single professionals, particularly females)
Baby Boomer (inquisitive 50+ males and females)
Affluent active families
Overseas visitors
VISITSCOTLAND SEGMENTATION
UK Market
Affluent 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 Markets
France: walking/hiking
Germany: walking/hiking
The Netherlands: exploring the scenery and walking
Spain: exploring scenery and walking
Sweden: exploring scenery and walking
Italy: exploring the scenery
MEETING EXPECTATIONS
Adventure = Challenge
(physical, intellectual or spiritual)
Authenticity / Unique or Unusual / Memorable
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
Adventure Travel: The Opportunity
To make Scotland a destination of first
choice for Adventure Travel
Scotland’s Strengths
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
So, What Do We Do Now?
1. Build on What We Have
2. Speak with One Voice
3. Collaboration & Co-ordination
4. Get The Industry Engaged: Year of Active /
ATWS 2011
WILD SCOTLAND
Scottish Wildlife & Nature
Tourism Operators Assoc.
Est. 2003
Scottish Activity Providers Assoc.
Est. 1987
SCOTTISH WILDLIFE & ADVENTURE
TOURISM OPERATORS ASSOC.
Scottish Wildlife & Adventure
Tourism Operators Association
WHAT 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 ROLE
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Single point of contact
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Ear to the ground
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Collective opportunities for businesses
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Champion sustainable tourism / best practice
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Liaison with public agencies & industry groups
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National representation
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Recognition as a credible industry
Adventure Travel: The Opportunity
To make Scotland a destination of first
choice for Adventure Travel
Wild Scotland
The Wild Side of Scotland
www.activity-scotland.org.uk
www.wild-scotland.org.uk
caroline@wild-scotland.co.uk