Assessing the economic impacts of nature based tourism in Scotland

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12.7 Analysis of the natural heritage content of Scotland’s tourism marketing Table 46 - Summary of the natural heritage content of national tourism marketing CAMPAIGN NAME YEAR AND SPEND Domestic Campaigns Winter White themes • Hear • Smell • Touch • Taste • See • Live NATURAL HERITAGE ASSET/ACTIVITY 2009/10 White Sights 7 nature images out of 25 Waterfall Snowdrop festival Stars Beaches x 2 Coast Hills White Experience 4 nature images out of 6 Wildlife (deer, geese, seals) Outdoors (mountaineering, rock/ice climb, ski pistes, sledging. surfing, ice skating, snowballs) Explore Ecofriendly IMAGERY 33 second television commercial with 27 seconds showing natural imagery Capture an Autumn Moment Historically this campaign for the last 13 years has been Autumn Gold. Autumn Gold Archive 2009 £1.4M 1995 – 2007 White Excites 2 nature images out of 2 Skier White cottage in landscape Described as “A postal mailing landing on doorsteps mid September featuring stunning Autumnal prints of Scotland, plus lots of information about things to see and do.” Autumn Colours Perfect Day 2009 March August Adventure Perfect Walking By the Sea Wildlife Perfect mountain biking Journey from London via Glasgow to Outer Hebrides – Cinema Advert 75
Scotland’s NNR Magical Places Amazing wildlife Highland Spring Archive The Spring Collection Archive 2007 TV and Cinema Campaigns 2009 Described as 2010 “The first joint activity with SNH will be in January as part of the Winter White campaign to raise awareness of how beautiful, special and importantly how accessible National Nature Reserves (NNRs) are in Scotland. There is a common misunderstanding that NNRs are managed only for the benefit of wildlife and this can sometimes cause uncertainty about their accessibility for visitors.” 2007 While in previous years adverts have promoted Scotland’s stunning scenery, the key message for this campaign was to 'Do more with Scotland's natural assets', the idea that Scotland is about much more than beautiful views. Come July, London underground commuters saw adverts showcasing just some of the unique experiences Scotland has on offer, from a boat trip to a visit to Castle Stalker, to playing on the beaches of East Lothian. 2007 The Spring campaign for 2007 expanded on the Winter White campaign. It collates tangible things to ‘see and do’ around Scotland during spring and early summer. The creative hook focuses on four key colours: pink, yellow, green and blue and includes wildlife and activities. 2002 - 2010 The successful Senses adverts have been running since 2002. There are three executions: Spring, Autumn and Winter. As a natural progression from the Senses adverts, City Freedom and City Active adverts were filmed which demonstrate the accessibility of the great outdoors on a Scottish city break. The City Freedom advert was based in Inverness and features a couple visiting Loch Ness and Urquhart Castle, spotting dolphins on a wildlife watching trip and enjoying seafood in a restaurant. It has a romantic and laid back feel. The City Active advertisement features a group of friends based in Edinburgh enjoying Gullane beach in East Lothian, white water rafting on the Tay and mountain biking at Glentress in the Scottish Borders. Sailing Horse Riding Adventure Sports Fishing Current website Current website Current website Current website In addition to these advertisements, there is an Adventure advertisement which shows various outdoor activities such as ice climbing, mountain biking, kite surfing and white water rafting, demonstrating that as well as being tranquil and serene, Scotland can be a bit wild. Images of beaches and seascapes Images of trekking in hills Image of off piste skiing in mountain setting Images of fishing on wild rivers with mountain backdrop 76
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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
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Table 11 - Deer Management in Scotl
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• 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 and 80: 12 THE NATURAL HERITAGE IN SCOTLAND
Page 81: 12.4 International marketing Intern
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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