There is increasing recognition of the value of the outdoors to the Scottish tourism economy and the role it plays in supporting sustainable economic growth by creating employment, sustaining tourism spend and enhancing the profile of Scotland through the promotion of its natural landscape and scenery. The Outdoors Scotland Tourism Strategy is an initiative led by Wild Scotland and Sail Scotland to champion a collaborative approach for the sector to drive Scotland forward as a leading outdoors tourism destination for sustainable, and environmentally focussed marine, outdoor and wildlife activities.
During August, 56 Degree Insight along with partner agencies BTS, White Stag Tourism and Lochaber Chamber of Commerce were excited to be commissioned by Wild Scotland and Sail Scotland to develop an Outdoors Tourism Strategy for Scotland. The Project aim is to set in motion the full realisation of the potential of the Scotland’s Outdoor Tourism sector and to identify the way forward and precise actions to support the sectors funding, marketing and development plans.
The 56 Degree Insight role is to explore the potential of Outdoors Tourism amongst potential visitors, and to that end, we have just completed a major survey of over 1,500 consumers across the UK where outdoor activities are the main motivation for a Scottish holiday. Not only will the results from this survey help to scale the size of the potential market for each of 25-30 specific activities, we will also develop profiles for each of these activities – specifically those people with a keen interest in visiting Scotland for that purpose – from their demographics to their interests, holiday attitudes and behaviours and specifically what they would be seeking from such a holiday in Scotland.
The results will feed into industry consultations and workshops and into the development of a market-driven Outdoors Scotland Strategy and Action Plan to help realise the potential of this sector by identifying key actions for growth and sustainable development.
Further details of the project are available here