Assessing the economic impacts of nature based tourism in Scotland

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Cycling Current website Images of cycling in hills, islands and forests Wildlife Accessible adventure Current Images of eagle, pine marten and website puffin The aim of this campaign has been to generate additional reasons to visit and change visitor perceptions of Scotland by ‘surprising’ them about opportunities they may not have known Scotland could offer, including wildlife watching. International Campaigns Welcome to our Feb to life June 2010 Pan European Celtic January Romantic February Monster March Adventurous April Whisky May Delicious June Island-Hopping July Festival Fever August Majestic September Golden October Cosy November Festive December The seasonal calendar web site has been updated for this campaign, providing a colourful and inspiring guide to what’s growing, what’s ripe, what’s nesting, what’s blooming in the Scottish countryside, in addition to what events and festivals are happening Touring+ Campaign 2010 Long Haul Markets USA, Canada, Australia and New Zealand Archive Campaigns US Spring Car Touring 1 Feb - 30 April 2010 Jan – April 2008 The 2010 marketing programme was to build on the core themes developed during Homecoming Scotland 2009: Whisky, Golf, Burns, Ancestry and Scotland's varied and rich Culture. Focus on 'ancestral' and 'heart Scots' themes, with natural heritage implicit. Rural and city focus with rich information provision, promoting specific touring opportunities right across the country, in particular via VisitScotland’s new, content-rich website www.cometoscotland.com and downloadable touring maps. Events Homecoming 2009 2009 marked the 250th anniversary of the birth of Scotland’s national poet and international cultural icon, Robert Burns. 2009 was a celebration of not only Robert Burns but some of Scotland's great contributions to the world: Burns, Golf, Whisky, Great Minds and Innovation, as well as Scotland’s rich culture and heritage which lives on at home and through the many people of Scots descent who live outwith our shores. The core theme was Homecoming and was guided by its pillars; Golf, Whisky, Ancestry, Burns, and Great Minds and Innovation. Area print brochures 14 tourism These brochures change annually. With the exception of brochures regions covering Edinburgh and Glasgow, the other 12 normally carry a nature based image sometimes linked to an activity or heritage site. 77
13 PAN-SCOTLAND ANALYSIS 13.1 Reasons for visiting Scotland No single report provides the current value of economic output/activity generated by nature based tourism activities or quantifies the level of jobs in the nature based tourism industry. The nearest we found was the ERM report (2004) which gave a figure of 69,011 FTES and £1.616 billion GVA equivalent associated with activities based on the quality of the natural heritage. This estimate was based on the finding from the 1999 Tourism Attitudes Survey (System 3, 2000) that 49% of decisions to holiday in Scotland were influenced by the natural heritage. When asked to name the main attraction which influenced the decision to holiday in Scotland the responses included: Table 47 - Influences on decisions to holiday in Scotland Motivating factor Percentage of responses Landscape / countryside / rugged scenery 30% Mountains / hills 10% Lochs and rivers 4% Nature and wildlife 3% Coast and seaside 2% Total 49% Although these specific aspects of the Scottish countryside and scenery were mentioned in the survey responses, they do not necessarily give a full picture of the influence of the natural environment. For example, a number of other responses either do or could relate to the natural heritage. These include: • Been before/wanted to return/born here 15% • Wanted to see certain area 13% • Just wanted to see Scotland 9% • Hiking/walking 6% • Peace and quiet/relaxed 5% • Sporting activity e.g golf, cycling, sailing 4% • Not busy/isolated space 2% • Recommended by friends 2% We have used three different approaches below to review these figures against baseline figures for the overall volume and value of tourism in Scotland. The VisitScotland factsheet (2009) uses the United Kingdom Tourism Survey and the International Passenger Survey to measure the volume and value of tourism trips taken to Scotland in 2008. These surveys cover trips away from home lasting one night or more, and thus exclude day trips. Tourism is measured in terms of volume (trips taken, nights away), value (expenditure on trips), employment (excluding the self employed) and contribution to the economy (GVA). This information can be supplemented by the more detailed analysis from the UKTS (2009). Another broad approach we applied was to subtract city based tourism in Edinburgh and Glasgow from the overall value of Scottish tourism in 2008 to give some indication of the volume and value of rural tourism. 78
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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
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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
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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 and 82: 12.4 International marketing Intern
Page 83: Scotland’s NNR Magical Places Ama
Page 87 and 88: Table 49 - Value of tourism outside
Page 89 and 90: The total of which this contributio
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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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