Assessing the economic impacts of nature based tourism in Scotland

celebrations such as the world famous Edinburgh summer festivals, Perth 800 and
the 150th anniversary of the birth of Peter Pan author, J M Barrie.
• Capture an Autumn Moment for the shoulder months of September and October.
The 2009 campaign was based around an Autumn Senses cinema and TV advert
and focused on key autumnal things to see and do.
• Winter White for the low season from November to March. For 2009/10 it included
sub programmes on the Snowdrop Festival and a promotion of National Nature
Reserves in partnership with SNH.
Domestic marketing is focused on the six groups identified as the most likely to holiday
in Scotland:
• Affluent active devotees - Well-travelled, mature experience seekers from Scotland
and Northern England, the highest spenders of all because they can afford the finer
things in life – quality hotels, great food and drink – and they actively participate in
activities, including golf. They are Scotland aficionados, and they can visit at
relatively short notice or plan a longer holiday, often mixing new experiences with
beloved haunts.
• Affluent southern explorers - High-achievers from London and the south, average
age 49, who take several longer breaks, when they can engage with people and
culture, getting outdoors and off the beaten track. They already have Scottish
connections through experience, friends or family, and they come back because it
fulfils both emotional and practical needs.
• Mature devotees - Older couples from Scotland and Northern England of relatively
low affluence, who are committed to holidaying in Scotland – they spend more
nights in Scotland than any other group. Traditional in outlook, they live happily
without the internet • . They will often tour with a caravan or arrange accommodation
direct in a place they love.
• Younger domestic explorers - Couples or young families from Northern England,
aged 25-45, strong advocates of UK holidays, but with limited disposable incomes.
They like to tour, watch wildlife and have cultural experiences, such as visiting
museums. They will return to Scotland because it allows them to be active and it is
close-by while still affording new experiences.
• Busy city-dwellers (Ireland) - Successful professionals with a ‘work hard, play hard’
attitude. They keep the same pace on holiday, mixing outdoor pursuits with lapping
up city culture. Scotland is high on their list, as there’s lots to do and explore, great
events and they can catch up with friends or family.
• Well-travelled empty nesters (Ireland) - Older, successful couples and singles,
living in the suburbs and happy to spend on life’s little luxuries. They’ve bagged
destinations overseas, but also have their haunts in the UK. Scotland is a familiar
and convenient break for some, while those yet to visit are attracted by the wealth
of activities and culture.
All of the target market segments identified have a close affinity with the natural
environment.
• This is an increasingly out of date characteristic.
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