Growth and Niche markets
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It is the Scottish tourism industry and VisitScotland's ambition is to grow tourism revenue by 50% in 2015. Looking towards how this will be achieved a number of micro studies have been undertaken. These studies look at the contribution niche and growth markets will make to the ambition. Each of the studies belows looks at the current market situation, consumer drivers, trends and forecasts for the development of the sector to 2015. The reports below forecast the development of these markets towads the Ambition target in 2015: Further details of the current research on niche markets may be found here. Food and Drink Food and drink are an essential part of any holiday experience, everyone has to eat. Destinations fall into the traditional and non-traditional food destination however. France is a classic example of a food destination Scotland however is more famed for its stunning scenery and heritage. As society’s demands and desires change, so do the response from tourism providers. Scotland is not known as a food destination; however it can enhance the portfolio of attraction through the provision of food outlets providing good quality local produce, which will leave the visitor an enduring link between the environment and the cuisine. This micro study looks at the history and contribution the food industry provides in terms of Food Tourism. The value Food Tourism will contribute to 2015 is also outlined along with a case study of Castle Douglas, Food Town.
Walking Walking is one of the most popular activities undertaken in Scotland by visitors. In 2005 almost one quarter of all revenue (over £1 billion) and more than 3.5 million trips involved walking as the main or part activity of a trip. The United Kingdom Tourism Survey defines walking activity as a walk of a distance greater than two miles, this suggests that walking amongst visitors is more prevalent than statistics suggest; this is possible due to survey respondents not identifying the walking part of the activity as important as reaching the destination (the castle, or church for example). Visiting cultural and heritage sites is the most popular activity, however, these visits are usually combined with a pedestrian journey to get to them. Walking activities transcend demographics therefore the potential market for this area is large. The future of walking is found to be with the baby-boomer generation. Their growing affluence, increasing free time and prevalence to selecting pastimes which may be performed with partners without disadvantage to one or other makes walking an ideal pursuit. The forecast below looks to the current walking market and forecasts the drivers which will propel it into the next decade. Two scenarios are suggested looking at a proposed growth model based on the rise of the baby-boomers and a decline model based on the suggestion that rising obesity levels in the UK will stifle the walking market holding it stable to 2015.
Cycling Cycle tourism represents about 8% of all trips to Scotland (both main and part activity). A difficult market to define it covers a wide variety of activities from Touring to Mountain Biking. A popular pastime for families, bicycles are often used to travel to attractions which are often at a greater distance than could be accessible by walking but do not require the use of the car. The key to developing cycle tourism is through networks of cycle ways and trails, away from road traffic. Forestry Commission Scotland is actively developing off-road and accessible forest routes. This is contributing to the massive boom in popularity of Scotland as a world centre of excellence for Mountain Biking. Compared to other areas of Scottish Tourism, cycling is a minor but valuable market with events such as the 2007 World Mountain Biking championships expecting to attract over 40,000 spectators and contribute £2 million to the Fort William economy. In 2003, revenue from cycle tourism was calculated at £219 million. The contribution cycling will make to the ambitions project is shown in the attached document below. It provides a synopsis of the cycling market and key segments. Forecasts for trips and spend are given to 2015 along with recommendations to industry on the benefits in encouraging cycle tourism.
Adventure & Activity Tourism Adventure tourism is a global growth industry and typically involves travelling into remote, inaccessible and possibly hostile areas. It may include the performance of acts that require significant effort and may involve some degree of risk. The perception of risk is invariably in the mind of the individual however. Originating from the historic context of the adventurer / explorer, modern adventure tourism encompasses everything from trekking through South American rainforests to rafting in Himalayan foothills. Scotland’s contribution to adventure tourism is diverse. The natural environment and Scotland’s historical pedigree in this area provides an excellent foundation to contribute to the future tourism economy. The associated document defines adventure and activity tourism, its involvement in the Scottish tourism economy and forecasts the growth trend over the period of VisitScotlands Ambitions project.
Further Information |