Whale Watching Worldwide

The type of cetacean watching shows clear differences depending on the location, from dedicated whale
watch visitors following large cetaceans almost exclusively (Iceland, Norway, the Azores) to dolphin spotting
amongst massive seasonal tourism (Spain, Portugal).
Two previously unreported locations are added for Europe: the Madeira Archipelago (which already
accounts for 7% of Europe’s whale watchers) and Slovenia. It’s important to note that unlike the IFAW’s
2001 report, which presented the UK as a single entity, this report examines Wales, England and Scotland
separately.
In total, we have reviewed 22 countries and territories in Europe; these countries’ industries have a total
value of approximately $93 million. Scotland has the largest proportion of Europe’s whale watchers –
approximately 27%. Iceland and Ireland account for 14% each, followed by Spain at 9% and Madeira and
Portugal with 7% each. In monetary terms, Scotland and Iceland share the major proportion of Europe’s
whale watching revenues with 19% and 17% respectively, followed by Norway, Ireland, Spain, the Azores,
Madeira and mainland Portugal with approximately 8‐9% each. The remaining countries do not surpass 2‐
3%. Notably, Portugal as a whole (both mainland and Madeira and Azores islands) claims a total of
approximately 23% of total revenues – the largest portion for Europe.
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