WildlifeTourism in Scotland
opportunities for9 growth WILDLIFE TOURISM IN SCOTLAND
Image: Outlook to Hoy, Orkney. P.Tomkins Credit: Contents Twenty years ago very few visitors knew about Scotland’s amazing wildlife and how easy it was to see. Now people flock to Scotland 1. Introduction 04 to watch it and we’re delighted to welcome them. The growth in demand from visitors during this time has been remarkable. 2. About wildlife tourism 06 Wildlife watching is no longer the pastime of the specialist, it’s for everyone. “We welcome all kinds of people onboard our trips; families, honeymooners, overseas visitors and people who have always dreamed of seeing a whale 3. Who are our wildlife visitors? 12 and never realised that we have them right here on our doorstep. Innovation in product and service development, and in business processes, is key This new guide from TIS is a fantastic resource to help tourism businesses to the future competitiveness of the Scottish tourism industry. In this fast-moving 4. How to attract wildlife visitors 18 understand the importance of the market and develop new products and consumer marketplace, Scotland needs to continually make the most of its distinctive experiences around the magnificent rich wildlife that we have in Scotland. strengths and keep up with growing competition. The more you know about your customers, the better you can cater for them, the more satisfied they will be and the 5. Use wildlife to attract visitors 26 Richard Fairbairns more money they are likely to spend with you. Sea Life Surveys & Wild Scotland Director Gathering and using good market intelligence to drive innovation is a quick, easy, 6. Links & resources 32 cheap and effective way to improve your business. To support the industry in this area, a joint initiative has been developed by Scottish Enterprise, Highlands and Islands Enterprise and VisitScotland, Tourism Intelligence Scotland. 7. Next steps for Scotland 35 ” Tourism Intelligence Scotland is a key initiative in supporting the industry to achieve growth and innovation in tourism. In 2010, the Scottish Government published an Tourism Intelligence Scotland is where forward thinking extensive report about the importance of wildlife businesses go for easy to use practical insights to inspire tourism to Scotland, The Economic Impact of Wildlife Tourism in Scotland. The report analyses the market them to get ahead... 02 and includes ideas and insights on how to develop this 03 It offers businesses the opportunity to access, share and understand a range of sector of tourism. To view the full document, go to useful information – and can help businesses to get ahead and stay competitive. www.scotland.gov.uk under ‘Publications’. Go to www.tourism-intelligence.co.uk to access the library of intelligence. This guide uses insights from the report combined There are insights, hints and tips on a number of topics for every tourism sector. with a broad range of intelligence from our partners: Scottish Natural Heritage, Forestry Commission What are the benefits? Scotland, Wild Scotland, Scottish Enterprise, Tourism Intelligence Scotland can help you to: Highlands and Islands Enterprise and VisitScotland.
Obtain useful customer feedback and understand your customers better 2013 is the Year of Natural Scotland, so nature tourism is the focus of a national marketing campaign. 85970 WALKING:85970 WALKING 1/2/10 16:39 Page 1 Develop innovative products and services based on good market intelligence This gives Scottish tourism businesses a unique and Find inspirational and relevant information quickly and easily compelling opportunity to develop new ideas, understand the Scottish tourism market better packages and collaborative ventures based around the walking tourism... Knowing Our Markets... Food & Drink Mountain Biking Sailing Scotland’s Visitors Experience in Scotland Tourism in Scotland Tourism in Scotland Second Edition Understand global trends that matter to you wonderful abundant wildlife that we have in Scotland.
opportunities opportunities opportunities opportunities opportunities for 1growth for3 growth for6 growth for7 growth for8 growth Learn from other businesses, share useful insights and collaborate Be more successful and stay one step ahead 1. Walking Tourism... Other specialist guides These guides are developed for Scottish tourism 2. Scottish Tourism in the Future... • How to Shine Online: a practical businesses, offering relevant insights that will 3. Knowing Our Markets... online technology resource help grow their businesses and also enhance the Register today: www.tourism-intelligence.co.uk or contact Scotland’s Visitors • Listening to our Visitors experience they offer Scotland’s visitors. us on 0845 601 2454 or [email protected]. 4. Golf Tourism in Scotland • Scotland’s Historic Properties 5. Adventure Travel in Scotland • At Your Service PDF copies of all guides in the series are available By registering with TIS, you will receive the popular TIS newsletter ‘Ear to the Ground’; each of the TIS guides as 6. Food & Drink Experience in Scotland • Destination Development: to download at www.tourism-intelligence.co.uk a practical online tool they are produced; and you will be the first to know about 7. Mountain Biking Tourism in Scotland forthcoming events. 8. Sailing Tourism in Scotland Front cover image: Kindly given by Lorne Gill/Scottish Natural Heritage
Image: Red deer at Beecraigs Country Park, West Lothian. Credit: P.Tomkins a WILDLIFE TOURISM IN SCOTLAND 1. introduction 1 introduction Image: Kindly given by Wild at Heart. Credit: Charlie Phillips Credit: at Heart. Image: Kindly given by Wild Why wildlife tourism is important No matter where your business is based, there are opportunities Panda-monium! to use wildlife as a promotional tool. Rural tourism businesses will all have wildlife activity operators in their area, as well as Zoo animals are having an impact endless opportunities for visitors to enjoy the wildlife around on Scottish tourism too. The them in a less formal way. arrival of the pandas Tian Tian and Yang Guang in December If your business is based in the city you may think wildlife 2011 at Edinburgh Zoo attracted opportunities are less relevant. However, the Glasgow Visitor three to four times the usual Survey suggests that 35% of overseas visitors make an number of daily visitors for that excursion out of the city during their trip. What are those visitors time of year! looking for from their trip out into the countryside? Would they love the opportunity to view some popular Scottish species? It’s a great opportunity for city tourism businesses to link up with wildlife
Image: kindly given by Royal Zoological Society of Scotland (RZSS) operators to create once-in-a-lifetime packages for their visitors. Remember that a wildlife experience while on holiday may be the highlight of a trip and the element that gets talked about 04 most – particularly if it is unexpected. Passing on little wildlife 05 How big is the opportunity? secrets such as ‘where the locals go’ to see certain species will According to the The Economic Impact of Wildlife Tourism in Scotland, give your visitors a unique and authentic experience that they there are over a million wildlife trips a year to or within Scotland. This won’t forget! is a significant figure, but it only refers to people who are visiting for the primary purpose of viewing wildlife. In reality, the scope of wildlife tourism is infinitely larger. Going wild According to the VisitScotland Scotland Visitor Survey 2011, 58% of visitors to Scotland cite our scenery and landscapes as their top Scotland has an abundant range of rich and unique wildlife reason for choosing Scotland as a holiday destination. and habitats – from ospreys to otters, and forests to farmland. Use this guide to: There is a fantastic opportunity to encourage visitors who are here We also have some of the most fantastic, world-class settings • Understand how to utilise wildlife as a marketing for sightseeing, golfing, shopping, or any variety of activities, to enjoy in which to enjoy wildlife. Are we making the most of these tool for your business. wildlife as a part of their experience. It is these visitors – the ones natural assets on our doorstep? who will enjoy wildlife as part of a mix of activities and attractions – • Understand who comes to Scotland primarily A YouGov survey predicted that between 2009 and 2012 there that offer the biggest growth potential to Scottish tourism. to see wildlife and how their needs differ from would be a doubling of participation in ‘off the beaten track’ or ‘general’ visitors. ‘special interest’ holidays, and a trebling in the number of How this guide can help you • Use iconic species to encourage visitors to people taking either an adventure, eco-friendly or ‘discovery’ You may not have considered targeting wildlife visitors – or come to your business, stay longer, return and holiday. Much of this growth relates directly to nature tourism. Eating like gannets! visitors who could enjoy wildlife – before, but actually there recommend you to their friends and family. are some simple things you could be doing to attract this Scotland is already seeing growth in the number of people who The Bass Rock, located off the coast at North Berwick, • Differentiate your offer from other businesses ready-made market. come here to enjoy our wildlife, often as part of a wider interest less than 30 miles from Edinburgh, is crammed with over through the wildlife that is local to you. holiday. How many more visitors could we be encouraging to This guide will give you practical advice to help you use our 150,000 gannets for the majority of the year, making it • Hear from other tourism businesses that are come to see our world-class offering in Scotland? fantastic wildlife to attract more visitors, encourage them to the biggest single island gannet colony in the world! maximising wildlife opportunities. come back and effectively grow your business. Image: Inverewe Gardens, north of Poolewe, Highlands. Credit: P.Tomkins Image: Wildlife watching above the Montrose Basin, Angus. Credit: P.Tomkins
Image: Calmac ferry approaching the Isle of Arran. Credit: P.Tomkins a WILDLIFE TOURISM IN SCOTLAND 2. ABOUT WILDLIFE TOURISM 2 ABOUT WILDLIFE TOURISM Image: Near Horgabost, Isle of Harris, Outer Hebrides. Credit: P.Tomkins Outer Hebrides. Credit: Isle of Harris, Image: Near Horgabost, Key factors in the growth of wildlife tourism
What is wildlife tourism? How it is impacting on Factor What can your business do? Wildlife tourism is a part of ‘nature based tourism’ and covers wildlife tourism many activities, including: Wildlife in the media TV shows are prompting tourists If your region has appeared on any of these programmes, • Bird watching • Hides and visitor centres A rise in the number of wildlife to visit a wildlife site as part include information about it on your website. • Wildlife cruises and charters • Fully inclusive wildlife and nature programmes of their holidays, as well as Feature images of popular species (especially TV favourites) encouraging visitors specifically • Photography watching holidays showing on TV has had a on your website/brochures to attract visitors. direct impact on British wildlife interested in wildlife to visit • Spotting single species such • Enjoying wildlife as part Keep abreast of any local areas that appear on popular shows tourism. It’s known in the trade Scotland for a wildlife holiday. as sea eagles of a walk, bike ride or visit and recommend them to visitors. as the ‘Springwatch factor’. 32% of visitors to Scotland to an attraction For checklists and ideas for kids, check out the following • Whale and dolphin watching said a TV or radio programme • Enjoying gardens and websites: • Nature spotting in kayaks had inspired their trip to a looking at plant life • CBeebies – Green Balloon Club: • Guided wildlife walks wildlife site. www.bbc.co.uk/cbeebies/green-balloon-club or safaris • RSPB Kids section: www.rspb.org.uk/youth 06 07 Volume and value of wildlife tourism The rise of ‘staycations’ With 56% of UK visitors saying Consider offering short break deals to encourage visitors Figures for the first nine months they watch wildlife, more than who don’t have too far to travel to come for a weekend trip. According to The Economic Impact of Wildlife Tourism in Scotland, there are over 1.1 million of 2011 showed an increase half the additional visitors could Many local people don’t realise the great wildlife watching wildlife trips a year to or within Scotland by visitors who are here specifically to enjoy wildlife. of 10.7% in the number of be potential new customers for opportunities on their doorstep so don’t forget about The UK market is the most significant market for Scotland. domestic tourists, highlighting wildlife experiences. promoting your wildlife watching activities to people living in Trips Nights Spend that many people have the local area too. holidayed closer to home; A lot of UK visitors will be on driving holidays – make sure Domestic visitors 630,000 2.8m £208m and now they have a taste for you promote parking facilities on your website. Day visitors 410,000 n/a £14m it, many are coming back for repeat visits! Overseas visitors 80,000 0.72m £54m Animal antics! Increasing Sustainability and responsible Ensure you know the Scottish Outdoor Access Code, other Total 1.12m 3.5m £276m Almost nine out of ten environmental awareness tourism is a vital part of relevant local codes and supply leaflets for visitors. wildlife operators commented protecting our wildlife resource. Source: The Economic Impact of Wildlife Tourism in Scotland 2010, Scottish Government Visitors appreciate businesses Encourage your visitors to be mindful of their behaviour that demand for wildlife taking a responsible approach Businesses should be aware of towards animals and habitats – they will appreciate guidance UK wildlife visits represent 5.2% of all trips to Scotland, but account for 7.4% of total visitor experiences is growing, to the environment and the ‘outdoor codes’ if we on how to respect the environment. spend. That means that wildlife visitors spend more than the average visitor, so they are an despite the difficult economic will see it as added value. are to conserve our environment. attractive target for tourism businesses. conditions, and they predict However, visitors who enjoy wildlife as part of a wider experience are actually a larger market for that this trend will continue. Growth of ‘activity plus Adventure activity visitors may be Find out what your local activity and wildlife operators are wildlife businesses than the dedicated wildlife visitors, accounting for up to 70% of customers. According to industry sources, wildlife’ market looking for wildlife information as doing. Could your visitors see wildlife from a bike, horseback, For example, while ‘primary purpose’ wildlife visitors spend £34.4 million at wildlife attractions, there are a number of factors an added focus to a tour, a kayak or other means of transport? that are encouraging the Operators cite a growth in general visitors (who are greater in number) actually spend £58.3 million. On top of that, there the number of visitors coming e.g. mountain bikers who stop to Think about other activities that might sit well with wildlife – are also all of the ‘informal’ wildlife experiences that visitors can enjoy while sightseeing, popularity of wildlife tourism view wildlife. (see page 7). to enjoy wildlife as part of art and crafts, yoga and meditation, creative writing. What can walking, cycling, sailing and sea-kayaking. another activity. you recommend to visitors?
Image: The view towards Loch Katrine from the Dukes Pass. Credit: VisitScotland/Scottish Viewpoint WILDLIFE TOURISM IN SCOTLAND 2. ABOUT WILDLIFE TOURISM
CASE STUDY Scotland’s popular species Head, Shetland. Credit: Image: Puffin at Sumburgh P.Tomkins P.Tomkins Highlands. Credit: Carrbridge, Centre, Image: Landmark Visitor Scotland’s most common and popular species are a key Stand out attraction for visitors and a fantastic marketing tool for from the pack businesses. The owners of Glenloy Lodge, a guest house To find out more, use the resources and links suggested close to Fort William, have made wildlife on pages 32 and 33. integral to their business and actually use it to differentiate themselves from other guest Species WHERE TO FIND THEM houses in the area. Using their own knowledge and enthusiasm for nature, they are able to Basking shark Off coast of Mull, Coll, Tiree, the Small Isles, Skye and Wester Ross offer something that makes them stand out against competitors. They do this in several Beaver ‘Scottish Beaver Trail’, Knapdale, Argyll ways, such as making a feature of the view from their sunroom of pine martens feeding; Bottlenose dolphin Moray Firth (Chanonry Point and Spey Bay), Argyll coast (Mull, Firth of Lorn), Aberdeen Harbour and Wester Ross lending maps, local guides and wildlife books to visitors who want to enjoy wildlife as they walk; they also offer fully inclusive and tailor-made Capercaillie Cairngorms National Park (‘Caperwatch’ at Abernethy Forest Reserve) wildlife-watching trips. They keep informed of Bass Rock (Firth of Forth), Ailsa Craig (off Ayrshire coast), Troup Head (Aberdeenshire), St Kilda, Our multimillion pound crowd-pullers what visitors think of their wildlife offer through Gannet Hermaness and Noss (Shetland) feedback forms and TripAdvisor.
Image: Bottle-nosed dolphin, Moray Firth. Credit: M.Hicken/Scottish Viewpoint • Bottlenose dolphin watching in the Moray Firth generates at least Many visitors to Glenloy already have an Geese Islay, Solway Firth (Dumfries and Galloway), Loch Leven (Kinross) and Montrose Basin (Angus) £4 million for the local economy each year. Research for the Moray Firth interest in wildlife, often through programmes Partnership found that dolphin watching was a ‘significant reason’ for such as Springwatch or Countryfile, so Glenloy Golden eagle Mull, Skye (Sleat Peninsula), mountain areas of the Highlands 52,200 overnight visitors a year to the east coast, and that over markets through specialist wildlife channels 17,000 of these visitors considered dolphin-watching to be the ‘main 08 such as BBC Wildlife Magazine. However even 09 reason’ for visiting. Minke whale Off coast of Mull, Coll, Tiree, the Small Isles, Skye, Wester Ross, Orkney, Shetland and the Western Isles visitors with a passing interest are captivated by the pine marten and are often inspired • Whale watching in western Scotland is worth about £7.8 million a year, to take a more active interest. Glenloy also Osprey Cairngorms National Park (Loch Garten), Dunkeld (Loch of the Lowes near Dunkeld) and Scottish Borders (Glentress) supporting over 60 boat operators. Research for the Hebridean Whale and promote their latest news through Facebook, Dolphin Trust estimated that over 240,000 tourists are involved annually and write a blog about the local wildlife to drum Isle of May and other islands (Firth of Forth), Staffa and Treshnish Islands (off Mull), Handa (near Scourie, Sutherland), with whale watching in West Scotland. Puffin up excitement with potential visitors. As a result Orkney and Shetland of their targeted approach, a large proportion of Credits: Scottish Viewpoint, P.Tomkins, M.Hicken, P.Cairns/Northshots, Cluny House Gardens, M.McAdam, Lorne Gill/SNH • Over 20,000 visitors have been to the Red Kite Trail in Dumfries and Morvern area, Cairngorms National Park (Rothiemurchus, Alvie, Glenfeshie), Highland Perthshire (around Aberfeldy), their visitors come back time and again. Red deer Galloway, contributing £1 million to the local economy. Corrour Estate and Galloway Red Deer Range www.glenloylodge.co.uk • The RSPB says that the ospreys at five viewing sites in Scotland (Loch www.glenloy-wildlife.org.uk Red grouse Can be found in many upland and heather moorland areas Garten, Loch of the Lowes, Aberfoyle, Tweed Valley and Wigtown) bring tourists to the area. In fact, 125,000 visitors spend £2.2 million at Dumfries and Galloway (Galloway Kite Trail around Loch Ken), The Black Isle, Stirlingshire (Argaty Red Kites just Red kite these sites every year! outside Doune) • 22% of visitors to Mull said white-tailed eagles had influenced their Throughout Scotland, particularly in pine woodland. Cairngorms National Park (Glenmore Forest Park), Red squirrel decision to go to Mull, and the RSPB has calculated that the eagles Highland Perthshire (Cluny House Gardens) and Galloway Forest Park attract £5 million of tourist spending a year. Visitors to Mull had Highlands (Falls of Shin), Ross-shire (Rogie Falls), Perthshire (Pitlochry Fish Ladder, Buchanty Spout near Glenalmond) travelled an average of 250 miles to get there. Salmon and Scottish Borders (Philiphaugh Salmon Centre, Selkirk)
Seals (common/ All around the coast, particularly Orkney, Shetland, Outer Hebrides, Isle of May (Firth of Forth), Treshnish Isles Sources: Scottish Natural Heritage, Assessing the Economic harbour and grey) (off Mull), Monach Isles (off North Uist) and Fife (Tentsmuir) Impacts of Nature Based Tourism in Scotland (2010); Nature: Scotland’s greatest tourist attraction (2010); White tailed Hebridean Whale and Dolphin Trust, The Value of Conserving Mull, Skye, Wester Ross. Also reintroduction programme on the East Coast (Fife/Angus area) Whales: the impacts of cetacean-related tourism on the (sea) eagle economy of rural West Scotland (2003); RSPB, Watched Like Never Before (2006); RSPB, Wildlife at Work (2011). Loch Ness Monster! There’s only one place... WILDLIFE TOURISM IN SCOTLAND 2. ABOUT WILDLIFE TOURISM SWOT Analysis: Scotland’s wildlife tourism offer Strengths Weaknesses • Scotland has a broad range of iconic species, as well as • Wildlife is wild: it’s unpredictable. Visitor expectations truly unique landscapes, people and heritage. As a result need to be managed as it is not possible to guarantee many UK visitors feel there is no need to go further afield that particular wildlife will be in a particular location at • Nature is all around us – truly accessible even from and any specific time or day in our cities • Public transport is often inadequate, and that can put Top Tips • Scotland is increasingly associated with memorable off potential visitors wildlife experiences • There is a perceived lack of wildlife interpretation centres
• Scotland is perceived as offering unspoilt, uncommercialised which offer information on accommodation, particularly On the trail of success opportunities to see wildlife self-catering • Wildlife is attractive to a wide variety of markets (from • Weather and midges can deter some visitors and discourage Watch programmes like Springwatch to see which species them from returning Scotland, UK and overseas) are media favourites. For example, public interest in Mull’s • Businesses find it difficult to recruit trained staff, and the • Good information provision, especially from individual sea eagles soared after they were featured in 2005. The businesses, about their services and local wildlife quality of guides and interpreters can sometimes be patchy programme’s inclusion of Knapdale’s beavers in 2011 is • Associations like Wild Scotland have raised Scotland’s • The tourism season: although wildlife watching opportunities profile as a wildlife-watching destination. They also are available throughout the year, some businesses find it generating interest in the area. encourage collaboration and deliver training programmes difficult to stay open due to lack of visitors and other local 10 covering responsible wildlife tourism and customer care tourism businesses being closed. This off season market With more people staycationing every year, think about 11 needs developing marketing to people in your local area or regionally. What activities could you offer that would make them want to stay close to home? Opportunities Threats Sell Scottish wildlife holidays as a source of memories and • Scotland’s iconic species present a fantastic, largely • Visitors have rising expectations of service, value and experiences, rather than just wildlife-studying trips. untapped marketing opportunity experiences that some providers may not meet (especially • There is potential to develop marketing targeted at Scottish if they promise much more than they can deliver) Look at Scotland’s most popular species and consider which residents, to make them more aware of the possibilities • TV programmes raise interest in wildlife tourism but they of those animals are present in your area and then highlight also raise people’s expectations of what they will see close to home opportunities to see these species. You can link to good • Environmental awareness and education could encourage • Increasing numbers of wildlife tourists – and provision of sites or operators, or feature photography on your own site more interest in nature, especially among children and visitor centres and car parks – could disturb nesting sites urban visitors and other habitation, causing a decline in wildlife populations, or social media. unless visitors are well managed • There are great wildlife watching opportunities throughout Visitors are knowledgeable and well travelled. As in other the year, so it could potentially boost the off-season • The growth in DIY wildlife tourism may disturb wildlife and for businesses damage habitats and, in turn, tourism providers tourism sectors they expect good value at every price level, • The threat of recession and the staycationing trend could and the opportunity to sample the best of the local food and further boost interest – “you don’t have to travel miles to drink – give them guidance to help them find what they are see something that’s world class” looking for. • The weak pound makes Scotland more attractive to both
overseas and domestic UK visitors Image: Golden eagle. Credit: Peter Cairns/Northshots
Source: The Economic Impact of Wildlife Tourism in Scotland 2010, Scottish Government a WILDLIFE TOURISM IN SCOTLAND 3. WHO ARE OUR WILDLIFE VISITORS? 3 WHO ARE OUR WILDLIFE VISITORS? Image: Overlooking West Voe, Island of Housay, P.Tomkins Shetland. Credit:
According to VisitScotland, If such a large proportion of visitors want to enjoy wildlife in wildlife watching is one of the some form during their visit, are you making that opportunity top ten activities that visitors available to them? take part in, with more than They may want to enjoy a walk or visit a castle, but it’s important half of domestic (UK) visitors to make them aware that they can enjoy wildlife as part of that to Scotland engaging in some experience. They can take an organised nature walk or you could wildlife watching during their advise them of the species to look out for during their castle visit. visit. In fact they generally cite Viewing wildlife is a fantastic added experience that can make this as a key attraction. their visit truly unique and memorable and potentially encourage repeat visits. Who visits from the UK?
Businesses should remember that what might be a common near Aberdeen.Image: Tyrebagger Credit: Wood, P.Tomkins VisitScotland has identified six UK key market profiles for Scottish tourism, two of which highlight ‘wildlife’ as a reason for visiting. What domestic visitors species to you (e.g. seals in the harbour or blue tits on a feeder) These would be excellent UK visitor groups to focus on in your marketing efforts. might be considered ‘exotic’ to visitors, so never underestimate do in Scotland the excitement people can get from seeing wild animals. Accommodation Other activities UK market segment Tips for reaching them
Image: Wildlife trip to the islands of Noss and Bress, Shetland. Credit: P.Tomkins preferences they will enjoy 12 UK visitors 13 Affluent Southern Independent B&Bs/ Mixing with locals Use e-marketing to promote special General sightseeing (91%) Your visitors may be closer Explorers (W1) authentic hotels Outdoor activities offers and events than you think… 45-60 yrs old Off the beaten track Local events and festivals Provide information and guides to Short walks (less than 2 miles) (81%) nearby walks and vantage points Scotland is its own biggest market for wildlife tourism, and not just Well-off, professional Unusual places Walking/nature Promote your business at local events for day trips. Over 50% of overnight domestic wildlife visitors and Self-catering Golf Explored Scottish scenery (73%) over 90% of day wildlife visitors live in Scotland. and festivals Culture With the current trend for staycations and more of a focus on Collaborate with your local golf course Visited castles, historic houses, palaces (67%) exploring local areas, there are various untapped opportunities to on a special offer educate the Scottish population about wildlife close to home. We Toured around the country (63%) need to remind visitors that wildlife experiences can create a good Younger Domestic Good value self-catering Sightseeing and exploring Ensure you have a dynamic website day out or short break, and could also be combined with a bit of an Explorers (W2) B&Bs Castles, culture and events that is easy to navigate Visited museums, art galleries, adventure, tied in with a great lunch or dinner somewhere new. Average age 42 Hotels Festivals and music Optimise your business listing on heritage centres (61%) search engines Advantages to marketing and promoting your offers locally: 1/3 of households Active sports and Shopping (57%) • Local visitors can recommend your experience to other locals have children family attractions Collaborate with local events and more readily, and can also refer visiting family and friends. Above average income festivals to offer promotions Provide information about nearby Visited cities (56%) • They can return to your business more frequently and can fill last-minute slots. historical sites and family attractions Watched for wildlife (birds, dolphins, otters etc) (56%) • They are a good market for short breaks out of peak season, Wildlife tourism may not be the primary reason why these market segments visit Scotland, but there is an above average and are well placed to take advantage of seasonal wildlife opportunity to attract them to a wildlife experience during their visit if they are given the right information and encouragement. Explored Scottish beaches watching opportunities and events. and coastline (55%) There is also scope to attract them with offers that include multiple activities, rather than wildlife alone. For example, wildlife activities combined with local food and drink experiences, such as viewing red squirrels eating nuts on a garden table whilst eating lunch in a café. Source: Tourism in Scotland 2010, VisitScotland WILDLIFE TOURISM IN SCOTLAND 3. WHO ARE OUR WILDLIFE VISITORS?
A closer look at dedicated CASE STUDY wildlife visitors The ladder Get creative Although visitors coming to Scotland with the primary purpose of success with your of viewing wildlife are a more limited market, they are big spenders and therefore an important target market. The report The Philiphaugh Estate and creatures The Economic Impact of Wildlife Tourism in Scotland provides us Salmon Viewing Centre know Cream O’ Galloway is an with statistics about these visitors and their behaviours, which that developing fresh and organic farm near Castle can give us an indication of what wildlife visitors in general are exciting ways of presenting Douglas that has diversified into ice cream making and looking for. (For a fuller picture of all visitors coming to Scotland, their offer is the key to latterly has become a visitor attraction. As a business download Knowing Our Markets… Scotland’s Visitors from encouraging first-time visitors and ensuring repeat visits. using organic practices, the farm naturally attracts www.tourism-intelligence.co.uk.) They have introduced a number of innovative ideas based a wide range of animals. This sparked an innovative The Economic Impact of Wildlife Tourism in Scotland describes on the ‘king of the fishes’ and other wildlife on the Estate and they market them online and on site. business idea which was to highlight the wildlife, which a diverse mix of wildlife visitors, with the most noticeable exists on the farm anyway, and give visitors a unique contingent being middle-aged, professional and middle-class Using technology, the Centre gives visitors alternative opportunity to see it! This authentic experience provides couples travelling without children. Once their children have left ways to view their resident wildlife. For example, their an excellent marketing angle for the business. home, these visitors have the time to pursue new interests and website shows video footage of what has been caught Where do wildlife visitors stay? The team offers a range of nature walks and wildlife new experiences – many of them are members of the RSPB on cameras around the estate, from spring lambs to the Once at their destination, wildlife tourists stay at: related activities that appeal to the family market, locals and other similar organisations. It’s also interesting that a barn owl in its nesting box. The Salmon Centre also shows views from their underwater camera that give a ‘fish-eye’ and nature enthusiasts. A programme of events is run high percentage of day visitors are under 15, highlighting the Proportion of view of the river, and features a fish counter so visitors throughout the year, including pond dipping for families; importance of the family market. Beach, Outer Hebrides. Credit: P.Tomkins Image: The Isle of Barra Hotel, Tangasdale wildlife visitors % can see the numbers of salmon passing through the fish bird call sessions; dawn chorus walks starting at 4.30 ladder. There are guided walks on how to spot and identify am, followed by breakfast at the café; and evening Hotel/motel or guest house 17.4 bat sessions. They have also recently started running 14 What age are wildlife animal tracks, as well as a children’s play area for families. 15 Bed and breakfast 20.5 ‘Hedgerow safaris’, where they set small traps to catch visitors from the UK? Seasonal information is also provided on their website and release mammals such as bank voles and field mice. about the kinds of animals that can be spotted on the Self-catering house, flat or cottage 26.1 Estate, showing that there is something exciting going These are so popular that they are now running 15 safaris a year! on – and therefore a good reason to visit – at all times Static caravan/chalet 2.9
% Overnight Tourists STUDY CASE of the year! Cream O’Galloway emphasise that businesses should
% Day Visitors 27.4 Holiday park 1.4 promote what they already have. This might not www.salmonviewingcentre.com necessarily be the iconic wildlife that Scotland is most Touring caravan/campervan 5.8 associated with, but people are fascinated by smaller things – such as the lifecycle of a dragonfly – when it is Tent 8.9 interpreted well, so having knowledgeable staff on hand 20.0 19.8 19.7
18.5 Who do wildlife enthusiasts Home of a friend or relative 15.6 is very important to the visitor experience.
17.1 www.creamogalloway.co.uk travel with? Youth hostel/school/university 1.4 14.2 14.2 Total 100%
11.1 Overnight Tourists Day Visitors 10.4 9.7 Did you know…
7.3 According to VisitScotland, of the visitors who came Travelled alone 11.7% 20.8% Comparing this with the accommodation preferences for domestic to Scotland in 2010, 31% were touring Scotland; visitors generally, wildlife tourists are more likely to self-cater. 4.5 Immediate family 59.4% 62.5% 24% were based in the countryside, 14% combined
2.9 This suggests that self-catering properties could benefit from city and countryside attractions. Only 9% were Friends 16.6% 0% linking up with wildlife operators, coming together to offer an entirely city-based. 0-15 16-24 25-34 35-44 45-54 55-64 65+ years years years years years years years added value package for visitors. That’s a significant number of visitors who will be Family and 12.3% 16.7% based on nature’s doorstep, possibly interested in Source: The Economic Impact of Wildlife Tourism in Scotland friends Source: The Economic Impact of Wildlife Tourism in Scotland a wildlife experience! WILDLIFE TOURISM IN SCOTLAND 3. WHO ARE OUR WILDLIFE VISITORS?
Could wildlife tourism lengthen your season? The percentage of domestic wildlife tourists visiting at different times of year is represented in the graph below. Top Tips ng high Get your business flyi
Scottish residents make up the biggest proportion of wildlife visitors and day trippers, so don’t overlook Help from them in your marketing plans. your forest friends! Look at the VisitScotland UK market segmentation A visit to Roulotte Retreat is an opportunity for guests and consider how you could use wildlife to help attract to switch off from modern life. Based near the Eildon specific visitors to your business. Hills in the Borders, guests stay in roulottes (Dutch or 17 French static campers) set in a three-acre field and enjoy 16 Find out which types of wildlife can be seen in your simple luxuries. area and at different times of the year, especially the 3.2% 5% 9.2% 23.2% 26.2% 11.6% 15.3% 6.8% 10% 4.3% Roulotte Retreat tends to attract guests who enjoy living in harmony with nature and who delight in walking, iconic Scottish species, and promote them in your
July marketing materials. May bird-watching, stargazing, cycling, horse-riding and taking June April March August
January some quiet time. Therefore, wildlife is an integral part October February November December
September of their business, and they promote the many different Think about the opportunities for your visitors to species found in their grounds on their website. They combine wildlife experiences with other activities, such talk to guests and encourage them to listen for the hooting as walking, kayaking, pony-trekking or photography. Can Source: The Economic Impact of Wildlife Tourism in Scotland of the nightly owls, watch the early morning deer, and to keep their eyes peeled for a resident family of badgers. you collaborate with a wildlife provider to create that experience for them? Wildlife visits to or within Scotland are at their highest in May The Roulotte Retreat also offers activities such as ‘wildlife and June, just a little earlier than overall visits, which peak in July walks’ and foraging as well as one-to-one fishing lessons. and August. This suggests that wildlife could be used to attract To further encourage wildlife to the area, they are planting visitors outside the key months. more native trees, shrubs and wildflowers, which will The arrival of seabirds and ospreys in spring, salmon leaping and attract a variety of birds, butterflies and bees. The the deer rut in autumn – some of the best-known ‘events’ in the feedback on their efforts to encourage wildlife has been Scottish wildlife calendar – take place outside the peak tourism fantastic – their guests thrive on engaging with nature, season and can be used to extend the season or encourage which leads to excellent recommendations, and the overall experience has created a lot of press attention, which
return trips at different times of year. Where can visitors enjoy Image: Wildlife boat trip to the Islands of Noss and Bress, Shetland. Credit: P.Tomkins spectacular events like this in your area? again, helps to drive business. www.roulotteretreat.com CASE STUDY a WILDLIFE TOURISM IN SCOTLAND 4. HOW TO ATTRACT WILDLIFE VISITORS 4 HOW TO ATTRACT WILDLIFE VISITORS Image: The Gaada Stack, Isle of Foula, Shetland. Credit: P.TomkinsImage: The Gaada Stack, Isle of Foula, Shetland. Credit:
Level of Key attributes What could you offer them? wildlife interest Active • Seeing wildlife is an important reason for the visit • Provide information, and promote on your website, interest but not the only reason. local hides and operators offering tailor-made tours. • They will often want advice on where to • Provide information about shorter day or watch, and are more likely to take organised weekend tours. Did you know… wildlife tours. • Provide access to identification guides that they Gardens are great places to enjoy • They’ll want to find out more about particular can use in their own time as part of other experiences. nature and wildlife. Don’t forget species and, if with families, will want an • Tell them what you do to bring the outdoors to about trees and other native plants educational element to their activities. them, e.g. do you have bird feeders outside the too. People who come here to enjoy • They may have their own equipment. breakfast room? the flora can have their experience enhanced by the fauna, which can then • They will be looking for an authentic Scottish • Link up with businesses that focus on iconic encourage repeat visits! Recommend Passing experience, and wildlife could enhance that. species such as otters, marine mammals and eagles. our fantastic garden experiences from interest NTS www.nts.org.uk/visitgardens, • They will want wildlife watching to be comfortable • Suggest some reliable and accessible photo and local projects such as and easy, therefore may not realise that animals opportunities. 18 Perthshire’s Big Tree Country may be a long distance away or that they may • Recommend the nearest woodland or river walk and 19 www.perthshirebigtreecountry.co.uk. have to wait some time. highlight the wildlife that might be seen there – can you lend them binoculars? • Help to manage their expectations about the likelihood of seeing particular animals and ensure that they understand disturbance issues about not Who watches wildlife? getting too close. Not everyone who joins a wildlife tour or visits a wildlife attraction is equally passionate or knowledgeable about wildlife. A closer look at the different levels of wildlife enthusiasm can help you to tailor your products and services. No interest • These visitors are unlikely to watch wildlife but • Provide information about tours that include wildlife in wildlife may accompany others who are interested. as part of a bigger experience, e.g. a boat tour. • They may not be excited by the thought of • Offer access to equipment and waterproofs as it is Level of Key attributes What could you offer them? a wildlife trip, but may still enjoy the overall unlikely they will have come prepared. wildlife interest experience, especially if they see something Serious • Wildlife watching opportunities have motivated • Provide information, and promote on your website, memorable. their visit. local hides and operators offering tailor-made tours. enthusiast • They will have varying levels of interest in • Could you create activity sheets and checklists • They may be interested in all types of wildlife, • Offer access to or guidance about local guidebooks, Children wildlife, but will enjoy spotting things. highlighting some of the common local wildlife? or may be enthusiastic about a specific species. wildlife guides, maps etc. • Will prefer doing things, rather than just having • Recommend activities and trips specifically targeted • They may go in search of wildlife themselves, • Offer hot drinks in a flask for enthusiasts heading out to listen and keep quiet. at families, with shorter trip times and specified rather than use guides or join tours. wildlife spotting first thing or in the evening. • Their attention span is likely to be limited. minimum ages. • They will want to learn more about wildlife • Provide lockable storage solutions for their equipment. • Use technology as an interesting way to engage from experts. • Make information available about local codes and children, e.g. can you broadcast a live CCTV stream • They are likely to have their own equipment, protected areas and species. from your nearest red squirrel feeders to your which may be valuable. business or on your website? WILDLIFE TOURISM IN SCOTLAND 4. HOW TO ATTRACT WILDLIFE VISITORS
CASE STUDY
Image: View towards the cliffs of Hoy from Yesnaby, of Hoy from the cliffs towards Image: View Orkney. P.Tomkins Credit: Improving the wildlife visitor experience On the one hand, successful wildlife tourism chances of seeing wildlife during their visit; is about providing experiences. On the other, and a warm drink and drying facilities at the it is about getting the practical details right. end of a long day can provide the bliss factor. WildOrkney Sodden feet can quickly dampen the magic Here are some tips for both wildlife tour It’s in their nature of spotting an eagle; lending visitors neutral operators and tourism businesses looking coloured waterproofs could boost their to impress Scotland’s visitors: A new project is being developed in Orkney, led by the RSPB, to improve access to the natural For wildlife providers: For tourism businesses: environment and wildlife for visitors – ‘WildOrkney’. Still in development, it includes plans for built infrastructure and events. VISITOR NEEDS VISITOR WANTS VISITOR NEEDS VISITOR WANTS Orkney is blessed with a mild climate, fertile green land and a stunning coastline, providing home to countless species of Help with practicalities Link up with Cater for the weather Mud happens birds and sealife. Puffins can be spotted in the summer months, other providers
Image: Seals, North Ronaldsay, Orkney. Credit: P.Tomkins Credit: P.Tomkins Image: Seals, North Orkney. Ronaldsay, Give details of local Offer a place to dry wet boots Offer facilities for washing and dolphins are commonly seen and whales pass by the shores accommodation Offer to collect customers or waterproofs. drying muddy clothes. every year. It’s also an important international breeding site for providers and places to from hotels or guest houses. Make them welcome even if grey and common seals. eat on websites. they’re wearing muddy boots! The Orkney Visitor Survey from March 2010 showed that a quarter of visitors visited a nature or wildlife site during their Information is key Cater for Information is key Make it personal overseas visitors stay. It also showed that birds and wildlife scored among the top Offer guests access Put information about local wildlife, Offer personal recommendations trip highlights for visitors. A programme such as WildOrkney can to maps, wildlife Even if your guides cannot nature reserves and trails on your about local guides and activity build on the attraction of the island’s natural environment and books, identification speak other languages, website. Refer to, for example, providers, as well as keeping flyers. 20 give visitors a truly unique experience! sheets, spotting they could learn the 21 www.wild-scotland.org.uk Provide ideas for walks and trails www.orkney.com tips, and children’s names of key species in and www.snh.gov.uk. activity sheets. major languages or have that guests can take out with identification sheets in Offer guests access to maps and them: these could be photocopies these languages. wildlife books and suggest online or downloadable PDFs. Dealing with visitor expectations resources such as the RSPB Bird Don’t let customers Make food a Identifier at www.rspb.org.uk. Unlike cultural or heritage tourism, wildlife visitors have no guarantee they will see what they came to see. go hungry marketing point This can be part of the fun and make the experiences more precious, but also raises the risk of disappointed customers. On longer trips offer Use local produce and Be flexible about food times Make food a marketing point Visitors are generally understanding of this but will be particularly appreciative of all your efforts to ‘make up for it’. snacks and drinks collaborate with local Keen wildlife watchers may be Offer the option of packed lunches. or the option of food producers. up early to go on tours or spot Use local produce and Consider some of the following ideas: packed lunches. early-morning wildlife. Offering late collaborate with local producers, • Searching for wildlife must be a good experience in itself. • If customers book in advance, assure them that you don’t Give clear information or early breakfast facilitates this. e.g. using their products in 4x4 safaris, seafaris, kayaking or horseback trips can enliven need specialist equipment or skills to enjoy wildlife watching, before the trip about packed lunches. the process of looking for animals. it really is for everybody. You can give them some tips and what food and drink is offer provisions: • Carefully phrase your wildlife promotion in your marketing or is not included. Help with bookings Add value on bookings materials, e.g. ‘a great place to look for otters’, rather than ‘a - Suggest they bring weather appropriate clothing that Have back-up Provide full equipment Provide up-to-date information about Offer to book activities for guests. great place to see otters’. And what else are you likely to see, won’t rustle too much equipment local wildlife events and activities. Help to arrange transport to even if the key species proves elusive? Wild Scotland has tips - Suggest they bring comfortable walking shoes Offer all customers the use Keep a spare pair of of good-quality binoculars, Offer Wi-Fi or internet access so local wildlife activities. to help. Go to the ‘About Us’ page on www.wild-scotland.org.uk. - If they don’t have binoculars, could you lend them? binoculars in case a waterproofs, and other visitors can search and book activities Set up arrangements with If you can, promote that fact • Don’t promise more than you can deliver. Pine martens and customer does not equipment appropriate to online while they are staying. local providers who can golden eagles look wonderful on a brochure or website, but - Can you offer a packed breakfast or lunch? have them. the activity. Try familiarisation trips – do the walks collect guests directly from it’s best not to use them if your customers are unlikely to - Remind them to bring a camera to capture those Offer midge repellent and yourself or go out with an operator so your accommodation or see them. special moments! midge nets. you can provide first-hand knowledge. offer discounts. WILDLIFE TOURISM IN SCOTLAND 4. HOW TO ATTRACT WILDLIFE VISITORS
Credit: www.sxc.huCredit: | artur022 Be sustainable Bringing the wildlife to you… Green credentials may not be the main reason why Getting the most visitors choose a holiday, but visitors are certainly Encouraging birds, mammals and insects to visit and live in your increasingly aware of the importance of caring for the garden can be a great selling point. Have basic identification charts green light! environment and protecting natural habitats. Many want and books available for guests, and try some of these simple tricks According to VisitScotland, in 2011 the reassurance that tourism providers have the same to attract wildlife: 11% of visitors specifically chose values and are committed to being sustainable businesses. Scotland to visit as a destination • Leave rotting logs in a corner of the garden One way to offer that reassurance is by being accredited by because we have a great reputation to make a home for hedgehogs and insects the Green Tourism Business Scheme (GTBS). This certification in upholding and developing a Species and the city scheme was originally developed with VisitScotland and has • Build bird and bat boxes to encourage them sustainable tourism product! Businesses based in the city shouldn’t been successfully rolled out across the UK by the not-for-profit to nest and rest in your garden dismiss the idea of nature tourism. company Green Business UK Ltd. Businesses must meet criteria Remember that nature and wildlife can • Create a pond to attract frogs, toads, in areas like energy and water efficiency, waste management dragonflies and other insects, as well as and biodiversity, to receive a Bronze, Silver or Gold award. Image: Tyrebagger Forest, Aberdeenshire. Credit: P.Tomkins be just as much about a back garden, leafy walk or public parks as it can be providing a valuable source of water for birds Natural and cultural heritage are included in the criteria. There CASE STUDY about rural areas. • Put nuts out to attract birds and squirrels are lots of criteria relating to wildlife gardening and minimising impacts on wildlife and the local environment. Members of Make the most of the natural resources • Choose wildlife-friendly and/or native plants the Scheme include accommodation providers, wildlife tour on your doorstep. Give visitors details such as lavender, buddleia, honeysuckle and operators and visitor attractions. about nearby nature walks or gardens that native ivy Scuba diving are open to the public. • Only use pesticides as a last resort For more information go to www.green-business.co.uk. without Image: Montrose Visitor Basin Scottish WildlifeCentre, Trust Angus. Credit: P.Tomkins Tell them about plants and animal species VisitScotland’s Sustainable Tourism Resource Centre offers that are particularly prevalent in your area, For more ideas on encouraging wildlife into your garden advice on increasing biodiversity and sustainability, and getting wet! 22 23 and give them pictures and hints about go to: www.rspb.org.uk/wildlife/wildlifegarden. has a ‘Sustainable Tourism toolkit’. There is also a useful Seabirds-and-Seals wildlife adventure cruises first sailed to how to spot them. selection of best-practice case studies describing how different nature-based tourism providers have used what have been described as Britain’s best bird cliffs, at Noss For more ideas on finding nature on your environmentally-friendly practices to benefit their business. National Nature Reserve in Shetland, in 1992. They describe doorstep select the enjoying the outdoors on their website how the cliffs are home to some of the most For more information about sustainability support, go to tab at www.snh.gov.uk. spectacular seabird colonies in the world, including gannets, www.visitscotland.org. puffins, razorbills, guillemots and great skuas, numbering A flying success almost 100,000. The company now offers visitors a unique viewing experience of sealife below the water as well as above, using a Opened in 2000, the Scottish Seabird Centre was created Being environmentally responsible and remotely-controlled submarine with an underwater camera. to showcase Scotland’s world-class birdlife. It contributes promoting sustainability is definitely a big It captures images of sea urchins, crabs, soft corals and sea over £2 million to the economy each year and has played draw for our business. a major part in the revival of North Berwick as a popular anemones as well as large fish such as pollock and wrasse. We carried out a customer survey recently and 94% of our CASE STUDY CASE tourist destination. Original projections were for a footfall levels to appeal to those with different levels of wildlife An inquisitive seal will often nuzzle at the lens and guillemots visitors said that they thought our ethos of sustainability of 60,000 a year; it now attracts almost 300,000 visits a interest and their gift shop features local crafts, items for may provide a spectacular underwater flying display! was very important. year and a million visits to its website! children, specialist books and local produce. They market this fantastic underwater view as ‘Shetland’s Tourists are more savvy about green The Centre attracts a wide range of visitors from families Overall, the Seabird Centre wants its wildlife experience best-kept secret’ that any kind of visitor can enjoy from the credentials these days, so you can’t to wildlife enthusiasts and local residents to international to be fun and engaging. It is perhaps best known for its comfort of a heated cabin, which will really resonate with just do a bit of recycling and cut your visitors, so they offer a broad range of products and interactive live cameras on the Firth of Forth islands, visitors looking for once-in-a-lifetime experiences. They also carbon emissions. services to ensure there is something for everyone. The particularly the Bass Rock and the Isle of May National promote hot-off-the-press sightings of iconic species via Twitter, café is family-friendly and there is a soft play area for Nature Reserve. The Seabird Centre staff regularly review demonstrating their specialist knowledge and keeping potential younger visitors; they offer specialist boat trips for nature their offering by engaging with staff and visitors alike for Wilderness Scotland visitors engaged. enthusiasts, photographers and families; the interpretation ideas to diversify and improve. “GTBS Gold Award winner www.seabirds-and-seals.com and interactivity in the Discovery Centre work on multiple www.seabird.org www.wildernessscotland.com” WILDLIFE TOURISM IN SCOTLAND 4. HOW TO ATTRACT WILDLIFE VISITORS Know the codes Wildlife tourism relies on wildlife being accessible, but if businesses want to attract increasing numbers of people who are looking to enjoy Scottish wildlife, they should help conserve it for the future. There are a number of codes of practice that have been developed to try and ensure that visitors don’t damage Scotland’s natural environment – most of these are a matter of common sense, and not overly restrictive. If you are telling visitors where to watch wildlife or leading tours yourself, you should be fully aware of these codes. Code What is it? For more info… Top Tips This is the first port of call for learning about responsible The Scottish Outdoor access and is enforced by law. The website has details of www.outdooraccess-scotland.com Access Code where to access posters and leaflets to pass out to visitors. On the trail of success The Scottish Marine Designed for everyone who watches marine wildlife, whether www.marinecode.org Wildlife Watching Code they’re on the shore or on sea. Try to cater for different levels of wildlife enthusiasm – from The Mountaineering www.mcofs.org.uk dedicated wildlife watchers to families. Think what you could Has guidelines on responsible wild camping. Council of Scotland (‘Access & Conservation’ tab) use to attract and engage each type.
The Scottish wildlife and adventure tourism association Many species are often most active in the early morning and late Wild Scotland offers best practice guidelines for wildlife providers, covering www.wild-scotland.org.uk evening, so if you promote it effectively it can encourage visitors guidelines access by foot, vehicle, boat, and sea kayak. to stay another night with you. 24 25 Visitors should also be made aware of other countryside activities that might clash with their viewing experience. For example, Since there is no guarantee of seeing specific wildlife, pay country sports are very popular – are you aware of when local shooting days will take place? attention to the quality of visitors’ overall experience: e.g. Red deer stalking could be a challenging sport to recommend to some of your visitors, while others should be advised of when value, service, and other aspects that provide memories and and where these activities are taking place. The SNH Hillphones service provides information to enable hillwalkers and climbers to find out where this is taking place over the stag stalking season and to plan routes avoiding stalking operations. ‘authentic’ experiences or encounters. For details go to www.snh.org.uk/hillphone. Help visitors with the practicalities of wildlife watching – from CASE STUDY providing maps and wildlife guidebooks to giving them good Environmentally-friendly (and family-friendly!) fun advice about what to wear (or not wear). Knowing that people have a genuine connection with wildlife and They know that if children are safely occupied then parents have the environment, Wild at Heart eco holidays in Moray, Speyside time to relax, so they can create a truly memorable experience! Find out how to attract more wildlife to your garden if you have offers specialist trips for people to truly engage with nature. They They also offer volunteering holidays and pampering weekends. a hotel, B&B, guest house, or self-catering property. Try to pride themselves on the range of products that they have created To maintain high levels of customer satisfaction they continually attract wildlife to an area that guests can easily see, e.g. from for different visitors, including families, wildlife enthusiasts, ethical talk to their visitors and gather feedback, making tweaks to the a breakfast room, lounge area or conservatory. travellers and those simply looking for an escape from city life! packages they offer, to ensure they are always giving the best The Wild at Heart family holiday break is aimed at families with experiences possible. Protect your future prospects by following responsible wildlife kids of all ages, and activities are designed to Wild at Heart market their experiences as ‘getaways’ watching guidelines and sustainable business practices. be inclusive for all. The mix of and ‘retreats’ where visitors can connect with nature and programmes include dolphin wildlife. This concept of nurturing visitors and offering new and seal-watching, campfire experiences fits perfectly with current tourism trends and building and shelter-making, is proving very effective. beach art, story telling,
bushcraft and arts and crafts. www.wildatheart-ecoholidays.com Image: Cyclists in Jedburgh, Scottish Borders. Credit: P.Tomkins a WILDLIFE TOURISM IN SCOTLAND 5. Use wildlife to attract visitors 5 Use wildlife to attract visitors Image: The Galloway Kite Trail, overlooking Loch Ken, Dumfries and Galloway. P.Tomkins Credit:
The four seasons Wildlife adds marketing magic Imagine a beautiful walk in the Scottish countryside. According to VisitScotland, Spring Autumn 47% of UK visitors to Scotland do some low-level rambling or hill walking – it’s one • Spring is a good time to see and • Thousands of barnacle geese, of our most popular activities. Now imagine that same walk, but with a sighting of photograph mammals and birds white-fronted, pink-footed geese, an osprey soaring past, an otter sliding around on a muddy bank or a mountain hare in woodland before foliage greylag geese and whooper dashing across your path. All of a sudden, that simple walk becomes something so becomes too dense swans arrive at their winter homes much more… Wildlife as a • Thousands of gannets, fulmars around Scotland Helping visitors see wildlife on a walk or adventure activity is a powerful way to enhance and shags arrive from warmer • Seals and their pups can be seen regions in early spring their experience. It can influence their decisions to come back and to recommend the year-round activity around Scotland’s coast • Late spring sees the arrival of experience to others. It also gives us that all-important way to differentiate Scotland • Grouse can be seen now and According to The Economic Impact of Wildlife puffins and guillemots from competitor destinations – such as Ireland, Yorkshire and Cumbria and, further throughout the year Tourism in Scotland, May and June bring the • Ospreys return to Scotland to breed afield, Scandinavia – and give visitors another reason to choose to come here. For ideas • Deer rutting season
Image: Overlooking the Old Man of Hoy, Orkney. Credit: P.Tomkins Orkney. Image: Overlooking the Old Man of Hoy, most wildlife tourists. However, Scotland can about how to combine wildlife watching with other activities to promote your business, • Lambing season adds the ‘Aaah’ • August to November is the time to offer wildlife experiences all year round and, factor to Scottish landscapes see the guides Sailing Tourism in Scotland, Mountain Biking Tourism in Scotland and see salmon leaping in Scotland, in many ways, spring and autumn offer the Adventure Travel in Scotland available at www.tourism-intelligence.co.uk. • Woodland birds are in full song with October and November being best experiences. during the breeding season the peak times A report from Scottish Natural Heritage, Nature-based Tourism in the Outer Hebrides 26 By highlighting to potential visitors which • Red squirrels can be spotted 27 (2010), looked at ways to grow wildlife tourism in the Hebrides, and included some species or events they can view at different now and throughout the year, as useful recommendations for tourism providers. By adopting these ideas, it was times of year, it may be possible to attract can capercaillie reported that the area could potentially attract an additional 50,000 visitors a more off-peak business and extend the Winter year by 2015, a rise of 25%! • The colder months are the mating tourism season. season for ducks, so they have These ideas are relevant to businesses across Scotland: Summer their best plumage • Seabird colonies are active well Create a more memorable experience for those who are A business • Mountain hare, ptarmigan and into July, including puffins stoats have their white winter coats already here 1. for all seasons… • Dolphins and porpoises are usually • Otters are often easier to spot Repeat visitors can be the best advocates for an area. They bring spotted in the summer months, • Include a seasonal section on your website, in winter its appeal to the attention of the large number of potential visitors however can be often seen telling people what wildlife can be seen at • Badger cubs are born in February who have not yet visited or do not even know about the area, throughout the year different times of year. • Sea eagles and golden eagles through personal recommendations and social media. • Ospreys hatch their chicks are territorial all year round, so • Seasonal information should be localised to • Basking sharks can be spotted off can be watched in winter Are you marketing to past visitors with special return offers? the area, and include links to forthcoming Collaborate with others the West Coast • Probably the best time of year 3. wildlife events or festivals. It is essential Networking between businesses or with • Minke whales are usually seen to see deer as they come down to keep such links up-to-date, and not The quality of delivery should match the world-class range wildlife operators, and looking for ways from April to October from the hills to escape the have long-past events listed in ‘What’s 2. of natural assets to cross-sell or coordinate activities, are • Late summer sees swallows and bad weather On’ sections. Today’s discerning visitors expect all aspects of the product to match the quality effective ways of creating unique and martins start to gather and of the natural world they come to enjoy. Make sure you offer them value and little attractive packages for visitors. • Blogs, photos and Twitter are good channels prepare for migration to Africa personal touches that will wow them. for showing seasonal wildlife events – from • Birds of prey are on the wing Find out more about Scotland’s wildlife Are you creating and promoting a blog entry recording the arrival of the first with their young, increasing the seasons at www.visitscotland.com/wildlife Are you offering added value and selling the best aspects joined-up experiences that give wave of migrating birds, to a photo of an number of sightings possible and www.wild-scotland.org.uk. of your business at every stage of the visitor journey – from your visitors the best possible eagle in the depths of winter. • Peak time for salmon leaping is booking to after they’ve left? trip, without the hassle factor? July to September WILDLIFE TOURISM IN SCOTLAND 5. Use wildlife to attract visitors There’s no such thing as bad weather… Wildlife events • Like it or not, ‘poor’ weather is a possibility all year round in • Advise visitors to be prepared for Tourism is sometimes seen as a threat to wildlife, but it can also protect Scotland. It’s valuable to point out on websites that sunshine midges in the summer months or it by helping people understand more about the importance of the species
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for your business. ACCESS THE TIS Wild Rose Escapes, near Beauly, runs specialist outdoor Shine other organisations on collaborative Survey 2011, half of visitors to Scotland shared customers. The ever-changing aspectshow ofTo Shinewildlife o how To nline Shine online SCAN TO VIEW RESOURCE marketing or conservation schemes holidays in the Highlands that provide alternative ways their experiences online after they returned home, – new sightings, new arrivals,THE RESOURCE seasonal eventsat – Simply download a popular QR code reader app to your mobile device and scan the QR code. www.tourism-intelligence.co.uk HOw TO g ROw YOUR to explore nature and view wildlife. with 41% uploading photos (e.g. to Flickr) and provide excellent material for social marketing. bUSINESS ONlINE Galloway Red Kite Trail Visitors can enjoy ‘Wild Cookery’ weekends, which
29% updating their Facebook status regarding To find out more about how to make better use Credit: P.Tomkins Dumfries and Galloway. Image: The Galloway Kite Trail, their trip. Around 1 in 10 left reviews on a website of social media search for ‘How to Shine Online’ The Galloway Red Kite Trail was created by RSPB Scotland in include foraging and prehistoric cooking; and ‘Craft such as TripAdvisor. There’s huge potential to at www.tourism-intelligence.co.uk. partnership with Forestry Commission Scotland, a local farmer and Weeks’, from fleece to felt, including natural dyeing. some accommodation providers in Galloway. As well as trail maps, As a small business, it has a limited budget for details of viewing areas and hides, and facts about kites, the website marketing, so it has to be creative about how it 28 has a section on places to ‘stay, eat and enjoy’, helping to attract and promotes the business. There is a blog on the website 29 What’s happening?What can you do? direct visitors to local businesses. Tourism businesses linked to the which aims to excite past and future visitors about Collaborating initiative now include hotels, pubs, guest houses, a holiday park, holiday • Keep your website and online booking systems local wildlife as it showcases images and videos from with others cottages, tearoom, activity centres and a horse-riding centre. a wildlife camera that they have set up in the woods, Online bookings up to date According to RSPB, over 40,000 visitors have been to the Galloway Red capturing animals such as stags and pine martens are rising • Use blogs and photography to publicise the One way for nature tourism providers to reach more Kite feeding station with many more visitors visiting the Trail. The Galloway during day and night! They are also featured on many wildlife opportunities in your area wildlife enthusiasts is to join Wild Scotland, the Kite Trail: Economic Impacts within Dumfries & Galloway, RSPB, 2010. www.responsibletravel.com, which then attracts Scottish wildlife and adventure tourism association. www.gallowaykitetrail.com visitors from overseas including US, Israel, Netherlands, • Respond quickly and efficiently, as this can Its members include holiday providers, sea tours, Germany as well as the UK; they write articles and press ease trip planning and budget management self-catering businesses, guides, photography for visitors Dumfries and Galloway Wildlife Festival releases using their specialist knowledge about wildlife businesses, campsites, and other businesses. Last-minute bookings and invite journalists to take part in activities; and they • Consider offering discounts for early booking By signing up to the Wild Scotland guidelines, The Dumfries and Galloway Wildlife Festival is an annual two-week event are increasingly offer familiarisation visits for B&B operators so they can • Include a facility to show availability, e.g. businesses can display the Wild Scotland logo as that usually runs from March into April. Most events are free to attend for common then sell the concept to their visitors. “only four places left” on courses, as this might a sign of a responsible operator. the public and they run from early morning to late evening to suit all ages persuade visitors to book now, rather than and interest levels. There are opportunities for visitors to spot a wide range Wild Rose Escapes also work with local businesses, Prominent on Wild Scotland’s website is an putting it off of species including red squirrels, red kites, black grouse and badgers. cross promoting with leaflets, running joint events and easy-to-use search engine for consumers who are creating packages. For example they are working with looking for wildlife experiences. Visitors simply If your business is in the area, could you promote the event as a way • Use social media to communicate with existing to bring more visitors to your business? Or could you link up to offer a local riding school on a new course offering ‘Felting and potential customers – to engage and offer enter the region, type of provider and/or keyword accommodation or special deals for those coming to enjoy the Mongolian-style’ using horses. The growth of social promotions and a list of relevant providers comes up; so a media like Facebook, wildlife events? The business believes that by offering these truly • Tell people about sightings of wildlife, keyword like ‘osprey’ produces names of tour Flickr and blogging different wildlife experiences they are competing more forthcoming wildlife trips, new births, arrivals of operators, visitor centres and accommodation www.wildlifefestival.org.uk offer new marketing effectively, because discerning visitors want to try new migrating birds, and what can be spotted providers who could help potential customers see There are many more wildlife festivals taking place throughout the year opportunities for through the seasons an osprey. It’s a good way to get your business in things and have experiences that they can talk about tourism providers across Scotland including ‘Wild Connections’ in Highland Perthshire, when they get home. • Include photos and short video clips to bring front of more people. returning in October 2012. Identify the ones closest to you and highlight www.wildrose-escapes.co.uk your local wildlife stories to life them to your visitors! CASE STUDY WILDLIFE TOURISM IN SCOTLAND 5. Use wildlife to attract visitors Other resources & support VisitScotland Quality Assurance Schemes VisitScotland’s Welcome Schemes show consumers with specialised The Year of Natural Scotland 2013 interests that operators can cater for their specific needs. Although Did you know that 2013 is the Year of Natural Scotland? there is not such a scheme for wildlife visitors, groups like walkers and The campaign, coordinated by VisitScotland and Event cyclists often have similar needs. By displaying the Walkers and Cyclists Scotland, will promote Scotland’s “beautiful wildlife, Welcome awards, for example, you can reassure visitors that you habitats and picturesque landscapes” in key tourism provide clothes-drying facilities and have flexible eating arrangements. markets. It’s a great opportunity for wildlife businesses For more information go to www.visitscotland.org. to attract new customers and capitalise on a high-profile Wildlife visitor centres, boat trips and walking tour providers can also marketing and PR campaign. The marketing tools which join VisitScotland’s star-grading scheme. Its Wildlife Experience grading could help your business include: criteria cover the whole visitor journey from booking to the appearance Top Tips • Free wildlife and nature images that you can use in of staff and the quality of the toilets. The criteria and how to apply for the award are found at www.visitscotland.org. marketing materials • A programme of partner events that you could join Satisfied customers generate repeat business and will up to, such as wildlife festivals Training opportunities
Image: Pearl bordered fritillary. Credit: FCPL/Stuart Sutton recommend you to others. They are your cheapest form of • Suggested itineraries for wildlife and nature-themed Below are some training courses available for businesses that would marketing! tours that you can promote to visitors like to gain advanced knowledge or skills in relation to wildlife tourism: The year is also a great • WiSe (Wildlife Safe): One day course for boat Review other websites as well as your own on a regular basis. opportunity to link up with operators and crew about marine wildlife Never let your website get out of date as it creates a bad • Leave No Trace: One day course on how to access other providers in your area impression of your business. to develop themed events. the countryside with minimal impact on the environment • Wildlife Tourism Training Course: Two day course Funding is available for Joining an organisation like Wild Scotland could extend your organisations and tourism developed by Tourist Board Training for tourism staff to brush up on wildlife knowledge 30 businesses to develop marketing reach and help you improve your product. Also 31 partnerships and events. • Field Studies Council: a number of courses relating to follow/link to them on Twitter/Facebook to keep abreast of identification of different species For more information on how what’s happening in the wildlife tourism sector. to get involved in the Year • Wilderness Guide Training Programme: 12 day professional guide programme from Wild Scotland of Natural Scotland, go to Use the marketing tools linked to the Year of Natural www.visitscotland.org. For more details on any of these training schemes, Scotland 2013. go to www.wild-scotland.org.uk. Look into the possibilities for attracting urban visitors to Tweeting about birds CASE STUDY wildlife trips, such as providing transport to the countryside. Mull Eagle Watch, a partnership project based at the Forestry visitors tell their friends about their There is a growing emphasis on popular and iconic species. Commission Scotland’s Glen Seilisdeir site, is a bird hide where experiences, so they too will follow Reflect this in your marketing. visitors can view an active white-tailed sea eagle’s nest. It is a them on Twitter, and become potential strong user of social media, connecting with existing, past and visitors. Mull Eagle Watch is also Follow your nearby wildlife attractions on Twitter or read future visitors by generating interest in their wildlife. They post followed by a number of high profile regularly on Twitter and Facebook about sightings and events wildlife personalities who have a their blog, so you know the most up to date details of what’s associated with the island’s eagles and other wildlife, highlighting substantial number of followers, happening, new chicks etc. what Mull has to offer and reminding people of what they’re so retweets can reach a vast new missing! Many visitors actually follow the stories of the island’s audience. Network with other tourism providers in your own and other eagles, forging a link with the attraction before they visit and It is an ideal way for Mull Eagle Watch to engage with sectors. Could you collaborate on projects, and could you access ‘continuing their holiday’ through their continued interest when their market and encourage them to share experiences they return home. with a network of like-minded friends. funding to help you do it? By engaging people with these world-class species, the business can create a buzz about their offer – and social www.rspb.org.uk/datewithnature/146979-mull-eagle-watch
media allows them to achieve this on a mass scale. Satisfied www.forestry.gov.uk/mullseaeagles Image: Royal Deeside, Grampian. Credit: P.Tomkins a WILDLIFE TOURISM IN SCOTLAND 6. LINKS & RESOURCES 6 LINKS & RESOURCES
Wildlife websites Forestry Commission Scotland Scottish Natural Heritage Search by forest, by area or by species to explore the The website has information about Scotland’s nature, VisitScotland’s wildlife site Consumer site with news and features about species, wildlife in Scotland’s woods. The website features a ideas for enjoying the outdoors, information about national seasonal information, where to see wildlife, and an www.visitscotland.com/wildlife growing number of live webcams and blogs and is being parks, national nature reserves and climate change. There accommodation guide. redeveloped to enhance every stage of the visitor journey. is also information about grant funding for projects. Birdtrack An online bird recording system that records migration www.forestry.gov.uk/wildlifescotland www.snh.gov.uk www.bto.org/volunteer-surveys movements and distributions of birds throughout Britain. /birdtrack
BBC Online: Nature Gateway page for the BBC’s wildlife coverage – video clips, Wild Scotland & Wildlife features, news of upcoming programmes. www.bbc.co.uk/nature/wildlife Wild Scotland is the Scottish Wildlife and Adventure Tourism Association, comprising wildlife and adventure tourism professionals. The website has Hebridean Whale and Gives information about whales and dolphins and recent Credit: Kindly given by Lorne Gill/Scottish Natural Heritage useful information about wildlife by region and a wildlife watching calendar. www.whaledolphintrust.co.uk Scottish Dolphin Trust sightings. It also gives details of WiSe operators that do whale Wildlife Trust www.wild-scotland.org.uk and dolphin trips. Membership charity that champions nature 32 33 conservation. Activities include a campaign to Wildlife Extra Online magazine for people who like watching, conserving www.wildlifeextra.com save red squirrels, and the Scottish Beaver RSPB or photographing wildlife. Wildlife news, a guide to nature Trial, and wildlife education for the public. Local reserves and national parks, world wildlife news. groups work on local conservation projects, and The website is an excellent resource, with information about bird identification, how to attract birds to your garden, local events and also organise walks, talks and other events for Butterfly Conservation Information about species common to Scotland, identification the public. Good chance to network. groups, and ideas for getting children interested in birds, which www.butterfly-conservation.org could help with ideas for family activities. guides and areas you are most likely to see them.
www.scottishwildlifetrust.org.uk P.TomkinsImage: Liniclate, Benbecula, Outer Hebrides. Credit: www.rspb.org.uk/scotland
Wildlife sites Wildlife sites all over Scotland are protected through schemes intended to protect wildlife and manage access.
• National Parks: Currently, Scotland’s two National Parks are • Other protected areas include Research reports: the Cairngorms and Loch Lomond and the Trossachs. National Scenic Areas, Marine The Economic Impact of Wildlife Tourism in • National Nature Reserves (NNRs): There are 47 of these all Protected Areas, Sites of Scotland 2010, Scottish Government Special Scientific Interest and across Scotland, where wildlife and access are managed and Tourism in Scotland 2010, VisitScotland protected but they are also available for people to enjoy. Useful Local Nature Reserves. Scotland Visitor Survey 2011, VisitScotland map of NNRs and information about them are available at There’s a full list, with www.nnr-scotland.org.uk. explanations, at www.snh.gov.uk. Nature-based Tourism in the Outer Hebrides 2010, Scottish Natural Heritage Image: Seafari Adventures, Isle of Seil, Argyll. Credit: P.Tomkins Image: Seafari Adventures, Isle of Seil, Argyll. Credit: P.Tomkins
Image: The Highland Wildlife Park, Kincraig. Credit: VisitScotland/Scottish Viewpoint 7. next steps for scotland
Image: Sea eagle. Credit: Peter Cairns/Northshots Image: Sea eagle. Credit: 7 NEXT STEPS FOR SCOTLAND What are you going to do?
• Wildlife can be used to enhance an adventure or walking activity. Wildlife operators note a Understand growing appetite for ‘activities plus wildlife’. how wildlife • The possibility of seeing popular species like red squirrels can be used to differentiate accommodation or tearooms and cafes. can work • People who watch wildlife in Scotland fall into different groups: serious enthusiasts who for you come primarily to see wildlife, casual enthusiasts who do wildlife activities as part of a trip, experience-seekers, and families. Activities can be targeted at different types of visitor.
• Operators report a growing interest in popular species – they don’t have to be rare for visitors Wildlife magazines to find them exciting. Use these species in your marketing. Understand • Emphasise the different seasonal wildlife opportunities. This can extend your tourism season and generate repeat business. The Nature of Scotland Bird Watching National Geographic how to • Introduce activities and trips for families. 34 Twice yearly magazine from Monthly magazine with good Glossy photography on global attract 35 Scottish Natural Heritage, photography, news on nature, natural phenomena wildlife • Use social media to widen awareness of your business. available free online. sightings, and guides to and wildlife. visitors • Use wildlife more effectively on your website. Use good images of wildlife, wildlife keywords, and bring www.snh.gov.uk birdwatching for beginners, www.nationalgeographic.com the site to life with wildlife blogs (your own, and others) – but make sure you manage expectations. improvers and experts. • Use the free marketing tools linked to the Year of Natural Scotland 2013 promotion. www.birdwatching.co.uk Scottish Wildlife British Wildlife Magazine Bi-monthly natural history Quarterly magazine from British Birds magazine, for serious wildlife • The total experience must match the quality of the wildlife. Pay attention to service, value Scottish Wildlife Trust. Monthly journal for birders and enthusiasts, professional and ease of booking. www.scottishwildlifetrust.org.uk professional ornithologists. naturalists, guides and Offer great • Find out about guide training programmes with organisations like Wild Scotland. Not targeted at beginners or conservationists. experiences • Look at opportunities to use local food and drink in your business. those with a casual interest. BBC Wildlife Magazine www.britishwildlife.com • Gather feedback from visitors to help you improve your offer. Respond to comments and Monthly magazine that www.britishbirds.co.uk feedback on review sites like TripAdvisor. celebrates the natural world. The Countryman Glossy photography and Countryfile Magazine Monthly magazine about rural features, as well as ideas for Monthly magazine linked issues; includes features on • Find out the options to link your business to local initiatives, such as Mull Eagle Watch or the days out, and practical advice to the BBC’s Countryfile people, places and histories Galloway Red Kite Trail. There are initiatives like these all over Scotland and they can bring on seeing wildlife. programme, with news, ideas as well as wildlife. Collaborate new customers. www.discoverwildlife.com for days out and wildlife walks www.countrymanmagazine.co.uk to grow your • Try to form partnerships with local accommodation, wildlife operators, and businesses in other and activities. Also covers business sectors like adventure holidays. Local wildlife groups and Wild Scotland local networking groups adventure activities.
Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Credit: P.Tomkins/VisitScotland/Scottish are a good place to make new contacts. Casual wildlife enthusiasts watch wildlife as just one www.countryfile.com element of a visit, so combined packages may help attract them.
Copy written, designed and produced by Tall Poppies Scotland, 2012 www.tourism-intelligence.co.uk [email protected] T: 0845 601 2454