Library Search Results

29/03/2010

Research Summaries

Ski Scotland

VisitScotland has published research on tourists from the UK and Ireland who go skiing in Scotland. The information was gathered from online research with consumers from the Ski Scotland Snow Alert database in August 2006.

The results showed a primarily male (70%), Scottish (69%), market who were regular holidaymakers in Scotland and had no children living in the household. The majority (70%) had also skied in Scotland during the previous winter, mostly on day trips.

Although ski visits tended to be day trips, results showed that respondents took between 1 and 5 such trips each season, and snow conditions prompted the majority of respondents to take a ski trip in Scotland.

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28/03/2010

Case Studies

Scottish Snow Sports Marketing Group

Changing weather conditions have led to a perception that there is rarely sufficient snow for skiing or snowboarding in the UK. The snow which paralysed the south-east of England in February 2009, however, raised awareness of the opportunities and this led to 160,000 visitors choosing Scotland for their ski holiday last winter.

In addition to developing a range of innovative promotional campaigns, Scotland’s mountain snowsports areas are also diversifying to ensure that they have a year-round product and more predictable income streams.

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26/03/2010

Research Summaries

Sports & Active Pursuits

Be it the upcoming Olympic and Paralympics Games, Premier League, Ryder Cup, Wimbledon or simply the opportunity to walk in the British countryside, the ability to watch or participate in active pursuits in Britain attracts substantial numbers of visitors from overseas.

VisitBritain’s monthly ‘Foresight’ publication includes features on a number of topics exploring the issues and opportunities surrounding the UK’s sports and activities offering.

Topics include: the impact of the London 2012 Olympic and Paralympic Games, and the potential tourism benefits; an analysis of overseas visitors who watched or played sport during their trip; perceptions of different holiday activities on offer in Britain; and the power of football to influence domestic and inbound tourism.

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Case Studies

Scottish Snowsports Marketing Group

Scotland’s five ski resorts have long-recognised the benefits of collaboration and work together as the Scottish Snowsports Marketing Group (SSMG).

Elma McMenemy, the group’s Project Co-ordinator says: “Collaboration undoubtedly leads to greater strength and better resources, resulting in more effective promotions. Collectively we’ve been able to advertise on drivetime radio in targeted areas when snow conditions are good, which could not could be carried out by one snowsports area in isolation. We’ve also been able to address, through effective group PR, the public perception that changing weather conditions mean that there is a lack of snow for skiing”.

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