Assessing the economic impacts of nature based tourism in Scotland

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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. 73
12.4 International marketing International marketing includes a European touring campaign which runs all year round, promoting car touring, golf and short breaks that combine city and countryside. Car touring is also a dominant product for long haul visitors. Much international marketing is carried out in partnership with VisitBritain, but VisitScotland also works with the international tourist trade and issues a monthly e-newsletter in nine languages to almost a million people worldwide who have ‘opted in’ to receiving holiday ideas. 12.5 Online marketing Online marketing reaches both the domestic and the international market, largely through www.visitscotland.com and a suite of international gateway sites, such as www.cometoScotland.com, and www.cometoScotland.com.au. All of these rely extensively on images of Scotland’s natural environment to inspire the potential visitor. For example the slideshow on the visitscotland.com homepage uses seven images, all featuring Scotland’s natural environment. The slideshow used on the cometoScotland home pages features 20 images of which 14 involve the natural environment, either directly or as the background to a castle or other attraction. There are also a range of associated niche and specialist sites. These include many with close connections with the natural environment such as walking, wildlife, adventure, fishing, riding, cycling and food. VisitScotland also makes extensive use of email in its marketing. Keeping in touch with potential visitors is a key part of the marketing strategy, with repeat visits encouraged through a programme of postal mailers and e-newsletters with tailored holiday ideas. Overseas, close to a million e-newsletters are issued monthly in nine languages, with market-specific information and travel offers. These are used to drive traffic to the various VisitScotland websites. 12.6 Return on investment It is understood that VisitScotland currently aims for an average return of at least 23:1 from overseas marketing and 30:1 on UK marketing; i.e. for every £1 spent VisitScotland considers it achieves incremental tourism revenues of £23 or £30 respectively. Annual spend on marketing is some £45 million, with examples of the return made from specific campaigns claimed as: • Winter White - £64 million in 2008/09; • Perfect Day - £24 million in 2009; • European Touring campaign - £50 million from France and Germany; • Relationship marketing - £25 million; • Celebrate Scotland - £19 million (Homecoming). Overall, if a return on investment of 25:1 were achieved, then VisitScotland marketing would generate £1,125 million of visitor spend, from the overall total of £2,626 million holiday visitor expenditure (see 13.2 below). 74
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Scottish Natural Heritage Commissio
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COMMISSIONED REPORT Summary Assessi
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7 CYCLING 45 7.1 Mountain biking 45
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List of Tables Page Table 1 - Natur
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1.3 Nature-based tourism For the pu
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market and accounts for 83% of tour
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expenditure during these trips was
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nature site • . Were this spend t
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Team members already held many rele
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2.3.2 Assessing employment and inco
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• Common resources, which are use
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4 FIELD SPORTS The findings from th
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4.2 Deer management The Contributio
Page 27 and 28:
Table 11 - Deer Management in Scotl
Page 29 and 30: • Sea angling questions incorpora
Page 31 and 32: 4.6 Other studies • The trips mos
Page 33 and 34: 3. The Economic Impact of Game and
Page 35 and 36: 5 WILDLIFE WATCHING 5.1 Wildlife to
Page 37 and 38: These impacts appear to us to be ov
Page 39 and 40: Wildlife watching Substantial but n
Page 41 and 42: • Abseiling - allows safe descent
Page 43 and 44: Client: HIE, SNH and VisitScotland
Page 45 and 46: those who said they were walking al
Page 47 and 48: oute was estimated to be in the reg
Page 49 and 50: participants, though in terms of vo
Page 51 and 52: Visit Scotland (2009) provides a fi
Page 53 and 54: This evaluation assessed the ultima
Page 55 and 56: For these motivational reasons, Gre
Page 57 and 58: 8 HORSE RIDING 8.1 Equestrian sport
Page 59 and 60: 9 WATERSPORTS Some watersports can
Page 61 and 62: Watersports are defined in this rep
Page 63 and 64: The methodology resulted in small s
Page 65 and 66: 10 NATURE-RELATED SITES AND FACILIT
Page 67 and 68: Forest Table 29 - Mean spend per tr
Page 69 and 70: Scotland’s canals: the economic e
Page 71 and 72: once displacement is allowed for -
Page 73 and 74: explore the issues they saw as bein
Page 75 and 76: Recent visitor surveys in Orkney (A
Page 77 and 78: Table 45 - UK visitor activities un
Page 79: 12 THE NATURAL HERITAGE IN SCOTLAND
Page 83 and 84: Scotland’s NNR Magical Places Ama
Page 85 and 86: 13 PAN-SCOTLAND ANALYSIS 13.1 Reaso
Page 87 and 88: Table 49 - Value of tourism outside
Page 89 and 90: The total of which this contributio
Page 91 and 92: Similarly, it is not possible to sp
Page 93 and 94: Table 52 - Estimated Impacts by act
Page 95 and 96: 14 RECOMMENDATIONS FOR FURTHER RESE
Page 97 and 98: Recommendation 4: It would be desir
Page 99 and 100: George Street Research and Jones Ec
Page 101 and 102: Press and Journal. 2010. Tourists g
Page 103 and 104: Appendix A: Categories of Natural H
Page 105 and 106: • (Mixed - 19%) The types of walk
Page 107 and 108: Cycling Segments Scott Porter’s 2
Page 109 and 110: aqua / snorkelling) or on longer ho
Page 111 and 112: Appendix B - Methodological Notes 1
Page 113: www.snh.gov.uk © Scottish Natural
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Assessing the economic impacts of nature based tourism in Scotland

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