Library Search Results

29/03/2010

Research Summaries

Walker’s view research

VisitScotland has commissioned research to better understand the quality of experience that Scotland offered to walking holidaymakers, including interviews with professionals and tourists.

Walkers viewed the Scottish walking experience as excellent, with several highlighted strengths including the natural environment and the diversity and quality of walks available.

Over 60% of interviewees said that it was either “well beyond” or “surpassed” their expectations.  92% of walkers originating from outside Scotland from the rest of the UK said that they would be very or quite likely to return within the next three years, while 72% of those from overseas said they would be very or quite likely to return with the next 5 years for a walking holiday.

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29/03/2010

Research Summaries

Walkers Direct Marketing Research

Walking is one of the most popular activities for visitors from both the UK and overseas taking a holiday or short break in Scotland. In 2006, almost 5 million trips made by UK tourists in Scotland involved some walking (UKTS 2006). In 2007, VisitScotland conducted an online survey with recipients of the Walking Direct Mail piece in Spring 2007.

Respondents tended to be mature. Many were regular holidaymakers to Scotland with over 2 in 5 being from Scotland; over half were from England. Many included other activities in their trip, and two-fifths of respondents who took a walking trip in Scotland since receiving the information, were influenced by it.

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29/03/2010

Research Summaries

Adventure Sports research

This VisitScotland online research on Adventure Sports was taken from tourists from the UK and Ireland in the VisitScotland Adventure Sports database and contacts sourced from competitions.

Visitors had a high awareness of adventure sports opportunities in Scotland. Over half of the respondents had already sampled an adventure sports break in Scotland before and 55% of these stated that is was their main reason to take this break.

Holidays tended to be short breaks taken in the shoulder months of April and September, with an average of 4 nights and holidaymakers showed distinct differences in their holidaying behaviour compared to other holidaymakers in Scotland.

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28/03/2010

Case Studies

Breadalbane Tourism Group

The Breadalbane Tourism Group has launched a range of ready-made visitor packages celebrating the glorious outdoors and diverse larder of this fascinating region, in a bid to increase low season business.

The initiative grew from the area’s participation in a ‘Planning to Succeed’ pilot programme, part-funded by Scottish Enterprise.

Ken Chew, Chair of the Breadalbane Tourism Group says: “Part of the scheme is aimed at individual business development, however the real message that was brought to us by programme leaders was how much more we can achieve by working together rather than in competition”.

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28/03/2010

Guides

Walking Guide

Walking Tourism is a great resource for businesses looking to seize the opportunities that the walking market can bring. Learn more about the market and what walkers from different countries are looking for; pick up tips on what you could do to provide a better service for walkers; read about what others have done to make the most of the business opportunities; and find out more about the wealth of resources available to help you get the most from this market.

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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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