Definition of Adventure Tourism Opportunities for Growth VisitScotland s promotion of Scotland s adventure tourism offering
Today s adventure traveller seeks experiences beyond high-adrenaline sports. Adventure provides a mix of activities that enable authentic, unmanufactured experiences.
a travel experience that goes beyond the typical tourist itinerary... is rewarding for the spirit and the mind... is safe without excessive physical demands more physical challenges, a higher element of risk, is rewarding to the spirit, and pushes people outside of the comfort zone
Active Adventure Small groups arranged through a tour operator Trekking Mountaineering Kite Surfing Sea Kayaking Adrenaline activities Discovery & Special interest Groups/FIT Incidental holiday activities Cultural discovery tours Wildlife watching Walking & Trekking Cycling Active winter holidays
Nature, Heritage & Activities identified as growth sectors Value of Activities and Adventure: 759m Excellent potential for growth in key markets of UK, Europe and US
Home Turf Distant Cousins (& Emerging Markets) Near Neighbours UKI USA Germany France Above/Through The Line Canada Australia/ New Zealand Netherlands Spain Below The Line China India Nordics Italy
UK & Ireland International Adventure Seekers Curious Travellers Cultural Explorers Adventure Seekers want an active holiday where they can enjoy both outdoor and cultural activities. They will venture off the beaten track and will be engaged by trying new things and pushing their limits and experiences. Holidays will really energise them Curious Travellers like to live life to the full and enjoy traveling as a hobby. They have an overwhelming desire to explore new destinations and discover new things. A holiday will often broaden their minds, educate and revitalise them The Cultural Explorer is looking for authenticity and unique experiences, they want to go off the beaten track and to discover things that will surprise them and provide them with a memorable holiday. They love the nature and the outdoors and immersing themselves in the culture of a country, part of this is by engaging with the locals.
Classic Touring holidays Soft adventure including walking, cycling, wildlife watching, watersports etc. Events & Festivals Social engagement Quality & value for money Sustainable tourism
Brand-building activity in above the line markets promoting the wealth of Scotland's offering including content generation and distribution (partners e.g. TIMEX campaign to launch their new Expedition watch in 2015) Ongoing development of new outdoor content based on a combination of demand from users of our digital channels, and market insight and knowledge (i.e. demand for walking imagery and video in Europe for example) Working with industry to develop content for outdoor tourism on an ongoing basis
Dedicated PR team for all domestic and international markets, actively seeking opportunities to promote Scotland as a world-class adventure tourism destination Participate in ATWS Media Connect event each year, building a strong network of relationships with specialist nature and adventure tourism bloggers and journalists Fully integrated with brand-building activity e.g. TIMEX campaign
Promotion of adventure tourism through VisitScotland Digital Channels including newsletters, websites, social media platforms etc. Optimising content based on engagement e.g. Danny MacAskill video one of our most successful posts ever! Push content including adventure activities to people engaged with VisitScotland, encourage them to take part in an activity as an incremental activity on their trip in addition to promoting pure adventure messages
Ongoing promotion of Outdoor Tourism product to key UK & International travel trade with the objective of either creating new Adventure programmes, or extending existing programmes to include activities. Specific promotion to Adventure Tour Operators but a growing focus on generalist operators who want to differentiate their Scotland product from their competitors individual key account strategies reflect this Scotland s Great Outdoors Fam trip 2016 at Glentress! Annual Scotland s Great Outdoors Expo fam trip (rotating regions every year) New for Expo 2016 potential for Nature & Activities area (depending on demand from industry & logistics) Travel trade communications (website, enews etc.) Members of ATTA and attend ATWS each year Nature Walk at Glen Tanar Estate in 2015