A regular feature, inviting key individuals to comment on an aspect of scenario planning. Ian Gardner, Marketing Manager, National Trust for Scotland & Board Member of ASVA discusses the future of visitor attractions

Please note all Viewpoint...articles are not policies of VisitScotland but individual opinions of the authors. The material should not be regarded as specific advice and no action should be taken with reliance on it. Neither the authors nor VisitScotland accepts any liability whatsoever for any loss or damage in any way of reliance placed upon the material.

The Attractions of Tourism

A number of challenges face visitor attractions, partly because of their status, unique in tourism, in most being not for profit. Funding for core costs, therefore, is almost always an issue and has an impact on opening arrangements, reinforcing seasonality, and lack of funds result in a lack of ongoing investment in the product. Perhaps chief among challenges is embracing innovation – there are many great examples of attractions which constantly diversify their offering but others which do not and lead to the syndrome of ‘been there, done that’. As customer expectations keep rising and the number of demands for free leisure time keep growing, offering a different experience is crucial or customers will simply go elsewhere. And there’s no shortage of options – as well as shopping, cinema, sports or other leisure activities, Scotland has over 1,000 visitor attractions, so the choice is limitless.

As travel increasingly becomes easier and cheaper, many visitors will continue to look for the ‘unique’ features of their chosen destination and this brings with it a growing opportunity for attractions which relate to the country’s heritage, particularly our castles, museums, galleries and, of course, our stunning natural heritage. Another opportunity must surely come from technology, whether through marketing, interpretation or sales, making it easier for customers to find out, or buy, what they want when it suits them. Although some might argue that virtual access might replace actual visits, that desire for authenticity will, I think, generally carry more weight. Seeing a work of art, mountain or science exhibit on line is one thing but seeing the real thing for yourself is a very different experience and, looking to the future, that need for ‘real’ things may just intensify.       

Many attractions have been successful in their market segmentation, however rudimentary, and have tailored the visitor experience to suit the audience without compromising the attraction’s mission and purpose. In the daytime, specialist tours may be followed by children’s activities, with evenings turned over to corporate entertaining, functions or product launches, all helping to raise income and improve access. I think that this increasing flexibility of our attractions holds the key to their continuing success, helping to make them as appealing to local residents as overseas visitors. Being able to adapt and change, yet still remain a unique destination, is an attraction itself and will undoubtedly help the attractions of the future.

Ian Gardner is Marketing Manager at the National Trust for Scotland and a board member,

Ian is also past Chairman, of the Association of Scottish Visitor Attractions.