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Caroline Warburton Manager, Wild Scotland

The Wild Side of Scotland. Caroline Warburton Manager, Wild Scotland. ADVENTURE TRAVEL IS …. WHAT’S IN A NAME?. Activity Tourism Adventure Tourism Ecotourism Nature Tourism Nature-Based Tourism Outdoor Activities Wildlife Tourism. DEFINING ADVENTURE TOURISM.

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Caroline Warburton Manager, Wild Scotland

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  1. The Wild Side of Scotland Caroline Warburton Manager, Wild Scotland

  2. ADVENTURE TRAVEL IS …

  3. WHAT’S IN A NAME? • Activity Tourism • Adventure Tourism • Ecotourism • Nature Tourism • Nature-Based Tourism • Outdoor Activities • Wildlife Tourism

  4. DEFINING ADVENTURE TOURISM Survey of 128 adventure travel companies in 2007 Top 5 activities offered by adventure travel companies were: (quoted in ATTA, 2009) • Hiking/walking (81%) • Cultural activities (68%) • Trekking (55%) • Wildlife/Nature (54%) • National Parks (53%)

  5. DEFINING ADVENTURE TOURISM • Adventure travel not just “young & physical” • Higher importance on: • exploring new places, • enjoying nature, • meeting and engaging with local cultures. • Adventure Travel Trade Association definition: • “any trip that has 2 out of the 3 aspects: • physical activity, • interaction with nature, • cultural learning/exchange” “Today’s adventure traveller seeks experiences beyond high-adrenaline sports. Adventure provides a mix of activities that enable authentic, un-manufactured experiences.” 6

  6. 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 DEFINING ADVENTURE TOURISM

  7. THE VALUE OF OUTDOOR TOURISM ACTIVITIES UK Visitor Activities undertaken in Scotland 2008

  8. 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! • Gen Y + Gen X (incl. single professionals, particularly females) • Baby Boomer (inquisitive 50+ males and females) • Affluent active families • Overseas visitors

  9. 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

  10. 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

  11. Adventure Travel: The Opportunity To make Scotland a destination of first choice for Adventure Travel

  12. Scotland’s Strengths • Internationally Recognised Scenery and Iconic Wildlife • Broad Range of Experiences Available Across the Country • Access all Areas • Professionalism of Guides • Unique Culture and History

  13. So, What Do We Do Now? • Build on What We Have • Speak with One Voice • Collaboration & Co-ordination • Get The Industry Engaged: Year of Active / ATWS 2011

  14. WILD SCOTLAND Scottish Wildlife & Nature Tourism Operators Assoc. Est. 2003 Scottish Activity Providers Assoc. Est. 1987 SCOTTISH WILDLIFE & ADVENTURE TOURISM OPERATORS ASSOC.

  15. Scottish Wildlife & Adventure Tourism Operators Association

  16. 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

  17. WILD 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

  18. Adventure Travel: The Opportunity To make Scotland a destination of first choice for Adventure Travel

  19. Wild Scotland The Wild Side of Scotland www.activity-scotland.org.uk www.wild-scotland.org.uk caroline@wild-scotland.co.uk

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