Caroline WarburtonCaroline Warburtonwww.wildwww.wild--scotland.co.ukscotland.co.uk

Positioning Scotland as Positioning Scotland as EuropeEurope’’s No.1 Wildlife s No.1 Wildlife Watching DestinationWatching Destination

…the Brand

Scotland: EuropeScotland: Europe’’s No.1 s No.1 WildlifeWildlife--Watching DestinationWatching Destination

• Fabulous Scenery

• Engaging Wildlife

• Easy Access

• Professional Knowledgeable Guides

VisitScotlandVisitScotland Visitor Attitude SurveyVisitor Attitude Survey

45%

37%

27%

26%

23%

18%

16%

81%

66%

55%

51%

Beautiful scenery

Interesting history &culture

Friendly people

Nature & w ildlife

Wildlandscapes/w ilderness

Plenty to do & see

Good pubs

Good hiking/walkingdest

Unspoilt environ

Good to relax

Slower pace of life

5%

5%

4%

3%

3%

2%

1%

5%

6%

7%

13%Local products to

eat & drink

Good destinationfor activity hols

Good places to eatout

Good for golf

Range of goodquality acc

Good publictransport

Lots to do inevening

Reasonaly pricedacc

Good destinationfor families

Good beaches

Good value formoney

Competitive PositioningCompetitive Positioning

88%

75%

73%

73%

69%

67%

65%

52%

50%

38%

37%

21%

93%

91%

89%

89%

Those interested in nature and wildlife

Middle aged people

Those who enjoy outdoor activities

Those interested in history/heritage

Those who prefer peace & quiet

Couples without children

Those who enjoy playing sports

Those on their main holiday

Those interested in the arts/culture

Young people

Families with older children

Older people

Those who like visiting cities

Families with young children

Those on a short break/second holiday

Those who are looking for a budget holiday

Growing Interest in (British) Growing Interest in (British) Wildlife WatchingWildlife Watching

• Planet Earth•• SpringwatchSpringwatch• The Blue Planet•• NatureNature’’s Calendars Calendar•• How to Watch WildlifeHow to Watch Wildlife• Life in the Undergrowth• Incredible Animal Journeys

• Nature’s Great Events• Life of Mammals•• AutumnwatchAutumnwatch• Natural World•• Country FileCountry File•• CoastCoast•• Hands on NatureHands on Nature

Growth of NatureGrowth of Nature--based based Tourism in ScotlandTourism in Scotland

Between 1997 & 2001Between 1997 & 2001

Wildlife TourismWildlife Tourism

Boat TripsBoat Trips

BusinessesBusinesses JobsJobs37%37%

79%79%

78%78%

125%125%

Source: A&M, 2002

Marine Wildlife on West Coast: £1.8m/yr(DEFRA, 2001)

CaperwatchCaperwatch, Loch , Loch GartenGarten: : ££10s of 000s/yr10s of 000s/yr(RSPB, 2006)

Sea Eagles On Mull: Sea Eagles On Mull: ££1.4 1.4 -- ££1.6 million/yr1.6 million/yr(RSPB, 2006(RSPB, 2006))

SPRINGSPRING

Bluebell woods in ArgyllBluebell woods in ArgyllCapercaillieCapercaillie lekkinglekking

Lapwings displayingLapwings displayingRoe deerRoe deer

Where?Where?Balmoral Estate & Glenlivet Estate, Cairngorms National Park

Atholl Estate, Perthshire

When?When?Males lekking in April & May

Black Grouse

Atlantic Gannets

Where?Bass Rock, Firth of Forth

Troup Head, nr Aberdeen

St Kilda

When?Birds on breeding sites Birds on breeding sites from January to August from January to August

SUMMERSUMMER

Flower meadows of the West CoastFlower meadows of the West CoastMinkeMinke whaleswhales

Common dolphinsCommon dolphinsPuffinsPuffins

Basking SharksBasking Sharks

-- 22ndnd largest fish in the worldlargest fish in the world

Where?West Coast of Scotland:

Mull, Skye, Firth of Clyde, Western Isles,

When?June June -- AugustAugust

AUTUMNAUTUMN

Salmon migrationSalmon migrationGreylag geeseGreylag geese

Red squirrelsRed squirrelsAutumn coloursAutumn colours

Grey SealsGrey Seals

--40% of the world population40% of the world population

Where?Orkney

Inner Hebrides (Mull, Coll)

Monarch Isles, Outer Hebrides

Isle of May, Firth of Forth

When?Around all year.Around all year.

Pups born in Autumn Pups born in Autumn

Red deer rutRed deer rut

WINTERWINTER

Winter sceneryWinter sceneryRed kitesRed kites

Ptarmigan in winter plumagePtarmigan in winter plumageMountain hareMountain hare

THE GUIDETHE GUIDE

Islay Birding, IslayIslay Birding, Islay

Wildlife Tourism in Scotland Wildlife Tourism in Scotland The Way AheadThe Way Ahead……..

• We need to get wildlife tourism noticed

• We’ve got to work together

• To succeed we’ve got to genuinely care

• We can’t afford to be complacent

Scottish Wildlife & Nature Scottish Wildlife & Nature Tourism Operators AssociationTourism Operators Association

Wild Scotland Wild Scotland –– the associationthe association

Full: commercial wildlife watching companiesEstates Whale-watching boat tripsLiveaboard cruises Bird-watching holidaysVisitor centres Guided walksLand Rover safaris Activity & wildlife providers

Supporting Business: other tourism businessesAccommodation providers Visitor attractionsNature reserves ShopsNon-commercial ranger services

Associates: other organisationsPublic sector agencies NGOsTrade Associations Marketing Groups

Not-for-profit company, 7 voluntary directors, 82 members

The Current PictureWild Scotland members generate…

• Turnover (collective total): £9.3million

• Jobs: 496 FTE (840 actual posts)

• Average number of visitors: 16,000

• Capacity: only 9% at full capacity

• Customer origin: UK (86%)

Coming up…

Scottish Government Economic Survey

Source: Wild Scotland Economic Survey 2008

Wild Scotland: What Do We Do?Wild Scotland: What Do We Do?

•• Promotion: Highlight the range and Promotion: Highlight the range and variety of wildlifevariety of wildlife--watching activitieswatching activities

•• Business Support and AdviceBusiness Support and Advice

•• Encourage Best Practice in Encourage Best Practice in Responsible Wildlife WatchingResponsible Wildlife Watching

Wild Scotland: What Do We Do?Wild Scotland: What Do We Do?

•• Highlight the range and variety of Highlight the range and variety of wildlifewildlife--watching activitieswatching activities……

Eagle Cruises, Loch Shiel, Glenfinnan

Caledonian Discovery, Great Glen, HighlandsBella Jane Boat Trips, Elgol, Isle of Skye

BOAT TRIPSBOAT TRIPS

Isle of Mull Wildlife & Birdwatch Safaris

GUIDED TOURSGUIDED TOURS

Atholl Estate, Perthshire

Highland Adventure Safaris, Aberfeldy Perthshire

Scottish Seabird Centre, North BerwickScottish Seabird Centre, North Berwick

VISITOR CENTRESVISITOR CENTRES

Cream Cream oo’’GallowayGalloway, nr Dumfries, nr Dumfries PhiliphaughPhiliphaugh Estate, SelkirkEstate, Selkirk

WILDLIFE HIDESWILDLIFE HIDES

AigasAigas Field Centre, nr InvernessField Centre, nr Inverness

ArgatyArgaty Red Kites, nr StirlingRed Kites, nr Stirling

SpeysideSpeyside Wildlife, Cairngorms National ParkWildlife, Cairngorms National Park

Mull Eagle Watch, Isle of MullMull Eagle Watch, Isle of Mull

BY KAYAKBY KAYAK……

Wilderness ScotlandWilderness Scotland

Wilderness ScotlandWilderness Scotland

FROM YOUR ROOMFROM YOUR ROOM……

Press Mains Cottages, Scottish BordersPress Mains Cottages, Scottish Borders

66thth –– 1414thth Jun 09Jun 09 99thth -- 1515thth May 09May 09

WILDLIFE FESTIVALSWILDLIFE FESTIVALS

Wild Scotland PromotionWild Scotland Promotion

Joint MarketingJoint Marketing

Press & PRPress & PR

www.wildwww.wild--scotland.org.ukscotland.org.uk

Travel & Trade ShowsTravel & Trade Shows

Wild Scotland: What Do We Do?Wild Scotland: What Do We Do?

•• Business Support and AdviceBusiness Support and Advice……

Business Support & AdviceBusiness Support & Advice

Advice/Support:Advice/Support:• E-newsletters

• Customer Feedback Survey

• PR/Marketing

Training/Skills Development:Training/Skills Development:• WISE: Marine Wildlife Tourism Training (Feb 09)

• Tourist Guide View (Scottish Mammals) (Apr 09)

• Trossachs Wildlife Tourism Fam Trip (Feb 08)

• Guiding Skills (Jan 07)

Wild Scotland: What Do We Do?Wild Scotland: What Do We Do?

•• Encourage Best Practice in Encourage Best Practice in Responsible Wildlife WatchingResponsible Wildlife Watching……

Best Practice & StandardsBest Practice & Standards

• Delivering a Quality Experience

• Setting an Example

• Encouraging Professional &

Responsible Wildlife Watching

Best Practice Best Practice –– Setting an ExampleSetting an Example

The Challenge for Commercial Operators:

• Visit the same areas time and again

• Role model for their guests and others

• Under commercial pressure to get close• Legal implications – harassment /

accountable actions

Best PracticeBest Practice

•• VS Wildlife Experience QA SchemeVS Wildlife Experience QA Scheme

•• Green Tourism Business Scheme Green Tourism Business Scheme criteria for tour operatorscriteria for tour operators

•• WISE Accreditation SchemeWISE Accreditation Scheme

•• Wildlife Guide QualificationWildlife Guide Qualification

Delivering a Quality ExperienceDelivering a Quality Experience

Best PracticeBest Practice

Wild Scotland Code of Conduct

Wild Scotland Best

Practice Guidelines

Encouraging Professional & Encouraging Professional & Responsible Wildlife WatchingResponsible Wildlife Watching

WS Best Practice GuidelinesWS Best Practice Guidelines

•• Watching Wildlife from A BoatWatching Wildlife from A Boat•• Watching Wildlife from a VehicleWatching Wildlife from a Vehicle•• Watching Wildlife on FootWatching Wildlife on Foot•• Watching Wildlife by SeaWatching Wildlife by Sea--KayakKayak

• 33% increase in Wild Scotland membership in last year

• 86% said business was better or about the same as 2007

• 88% said visitor numbers were better or about the same as 2007

Trends and Growth

Source: Wild Scotland ‘How Was Your Season’ Survey 2008

So Are We Succeeding?So Are We Succeeding?

Optimism over the next 3 years:• 83% expect value of wildlife tourism to grow

• 63% expect wildlife tourism profits to grow

• 51% expect to increase no. of employees

• To be leaders in responsible wildlife-watching

• Recession will affect all businesses

• To maintain & improve standards (in particular guiding skills)

• Increase marketing opportunities (internet and PR)

• Financial sustainability for organisation

Most of all we want to makeost of all we want to make……

The FutureThe Future……

Scotland: EuropeScotland: Europe’’s No.1 s No.1 WildlifeWildlife--Watching DestinationWatching Destination

Email: Email: caroline@wildcaroline@wild--scotland.co.ukscotland.co.uk

Web: Web: www.wildwww.wild--scotland.co.ukscotland.co.uk