Wildlife Tourism Meeting

1. Wildlife Tourism Meeting

2. Introduction • The new branding approach • Understanding our customers • Freedom of Scotland • Key Priorities • Next Steps

3. The Brand Promise Dramatic Enduring World famous icons “This country breathes history” Strong, rich imagery “The landscape is really beautiful. It is very colourful and it gives you the space to use your imagination” Human Respected and admired people “I don’t know anyone who is half-hearted about being Scottish. I think one of the reasons why is because it’s a place to experience” • Combined = unique experience

4. Know our Brand • Core values (or behaviours) identified • Integrity • Pride • Proficiency • Innovation

5. Live it. Visit Scotland. • New senses campaign launched Spring 2002 • Will be developed for 2003 • About EXPERIENCING a visit to Scotland

6. Spring Campaign 2002“Live it. Visit Scotland”.

8. Understanding our Customers • More discerning • More demanding • Take shorter holidays, more of them • Looking for experiences • Have more disposable income • Willing to travel

9. Understanding our Customers • UK research identified 8 Groups • Adventurous Planners (13.8% / age 66) • Familiar Planners (13.5% / age 64) • Independents (14.2% / age 37-41) • Families High Tech (19.3% / age 42) • Wild Timers (17.1% / age 26) • Budget Breakers (12% / age 39) • Families Low Tech (7% / age 42) • Take Its (3% / age 43)

10. Understanding our Customer • Identified accommodation preferences • Know their seasonal preferences • Know their preferred activities • Know their media usage • Know how they gather information and book

11. Product Portfolio

12. Portfolio Fit FREEDOM • Unique wildlife • Fantastic touring opportunities • Rich and diverse Cultural offering • Modern, dynamic cities • Potential to become a world player in the Outdoor Activities market CITIES / CULTURE ACTIVE

13. FREEDOM OF SCOTLAND • Defining the brand • A different activity every day • Watching wildlife • Going for a short walk • Visiting historic sites • Going shopping • Visiting gardens • Food and drink • Anyone who comes to Scotland and doesn’t focus on a single activity

14. Key Priorities for 2003 • continue to build a strong brand for Scottish tourism and a streamlined product portfolio • continue to make it easier for consumers to find and buy what they want via new Information and Booking Centre (call 0845 22 55 121) and new web site • support improved quality and innovative product development on the ground • build a higher status for the industry generally • encourage greater direct access

15. Product Development • Develop operators charter • Wildlife operators • Country pursuits • Gap analysis of what different markets require • touring • wildlife watching • balance consumer requirements with environmental issues • Working with SNH to gain European accreditation for our National Parks

16. Product Development • Analyse and communicate best practice from main competitors • France, USA, Germany, Ireland, New Zealand • Developing various products • Looking at Total Quality Destination Development scheme • Wide range of private sector - not traditional tourism • Includes infrastructure, information and booking, accommodation and experience on holiday • Tourism is everyone’s business • Key learnings will be rolled out

17. Main Attraction which influenced decision to visit Scotland 1. Landscape / rugged scenery 47% 2. History / historical sites 22% 3. To visit a certain area 20% 4. Castles 20% 5. Just wanted to see Scotland 14% 6. Edinburgh 14% 7. Mountains / hills 13% 8. Interesting history / culture 11% 9. Lochs / Rivers 10% 10. Nature / Wildlife 13% Source : TAS 2001

18. Importance of Wildlife Tourism to Scotland • Expenditure - £73.6m 3rd after Golf and Walking • Number of Trips - 287,000 2nd after walking • Share - 31% of UK market for Wildlife-related tourism • Regionally important • Moray Firth Dolphins -£750k • Mull Marine Wildlife - £650k

19. Between 1997 & 2001 Wildlife Tourism Boat Trips Businesses Jobs Growth of Wildlife Tourism in Scotland • 37% 78% • 79% 125% (A&M, 2002)

20. Partnerships • Work with small operators, particularly wildlife operators • Work with colleagues across ATB network, particularly AILLST • Work with key providers / agencies • SNH • Forest Enterprise • RSPB • Scottish Wildlife Trust • National Trust for Scotland • John Muir Trust • Tourism and Environment Forum

21. Raise awareness • Wealth of experiences in compact area • New wildlife brochure being produced • Spark interest in seeing wildlife in Scotland • Give credibility that variety of wildlife can be seen • New wildlife map being produced • Highlighting key areas for viewing wildlife and when best to see it

22. Encourage Visits • This year and repeat visits next year • New wildlife section on the web site being developed • Specific information from wildlife operators, including offers for tours

23. Promotion • £3m campaign running through Jan, Feb and March • Key strand will be Freedom of Scotland and wildlife • Full training for contact centre and TIC staff • Opportunities for ATB members to advertise with TICs • Sponsorship opportunity with major publication being investigated