Assessing the economic impacts of nature based tourism in Scotland

7 CYCLING 45
7.1 Mountain biking 45
7.2 7 Stanes 45
7.3 Mountain Bike World Cup 46
7.4 Cycling and mountain biking 47
7.5 Conclusions from cycling reports 47
8 HORSE RIDING 50
8.1 Equestrian sports 50
8.2 Equestrian activities - Highlands and Islands 50
8.3 Conclusions from equestrian reports 51
9 WATERSPORTS 52
9.1 Sailing in the Clyde estuary 52
9.2 Watersports - Highlands and Islands: 53
9.3 Sailing tourism - Scottish level 54
9.4 Other studies 55
9.5 Conclusions from watersports reports 57
10 NATURE-RELATED SITES AND FACILITIES 58
10.1 Local path networks 58
10.2 Forest recreation activities 59
10.3 Forests 60
10.4 Canals 61
10.5 Cruise tourism 64
10.6 National Nature Reserves 64
10.7 Other studies 65
10.8 Conclusions from reports on nature related sites and facilities 66
11 LANDSCAPES AND SCENERY 67
11.1 Motivation and activities undertaken - regional surveys 67
11.2 Motivation and activities undertaken - national surveys 69
11.3 Car touring 70
11.4 Conclusions 70
12 THE NATURAL HERITAGE IN SCOTLAND’S TOURISM MARKETING 72
12.1 Context 72
12.2 The VisitScotland brand 72
12.3 Domestic marketing 72
12.4 International marketing 74
12.5 Online marketing 74
12.6 Return on investment 74
12.7 Analysis of the natural heritage content of Scotland’s tourism marketing 75
13 PAN SCOTLAND ANALYSIS 78
13.1 Reasons for visiting Scotland 78
13.2 Total volume and value of tourism 79
13.3 Tourism outside Edinburgh and Glasgow 79
13.4 Value of nature based tourism from the Visitor Experience survey 80
13.5 Best estimates of the contribution of nature based tourism to tourism in 81
Scotland
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