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Visit Scotland | Alba
Article published 27/10/2020

We’ve joined forces with Wild Scotland and Sail Scotland to organise the inaugural Adventure Tourism Week from 16 – 20 November. The week aims to bring together marine, activity, wildlife and adventure operators from across Scotland.

There will be up to two online sessions each day during the week, with each session lasting no longer than an hour. You can choose which sessions you wish to attend, and registration is free!

The COVID-19 pandemic has had a devastating impact on the tourism industry, but it gives us the opportunity to review how we rebuild our visitor economy together and adapt to a new future.

Adventure Tourism Week promotional image


Details on Adventure Tourism Week sessions

Global and domestic trends and the importance of the sector | Monday 16 November, 11am – 12pm

In this first session hear about the global landscape for adventure tourism, including the growing trend of soft adventure, from the Adventure Travel Trade Association. VisitScotland will share insight on the impact of COVID-19 on adventure tourism in Scotland and the potential opportunities this has created for the sector.

Find out more and register your place.

The importance of the UK domestic market | Monday 16 November, 2pm – 3pm

Learn about the importance of, and adapting to cater to, the UK domestic market for adventure tourism. The session, led by VisitScotland, will cover topics including market segmentation, current consumer behaviour, and an update on VisitScotland’s marketing plans. Hear how Wilderness Scotland and Ocean Vertical have adapted their approaches to better tap into the UK domestic market.

Find out more and register your place.

How the adventure tourism sector is adapting to a new future | Tuesday 17 November, 11am – 12pm

Hear from Speyside Wildlife, Beyond Adventure and Red Moon Cruises on how they have responded to current circumstances and adapted their plans. Learn about some of the challenges and solutions for the adventure tourism sector in an uncertain world.

Find out more and register your place.

Working together for the outdoor sector | Tuesday 17 November, 2pm – 3pm

In this session hear how sector groups and destinations are working together to extend their reach and increase bookings. Find out about how Wild Scotland and Sail Scotland have benefitted from industry collaboration and hear best practice examples from regional and destination groups – Perthshire Adventure and West Coast Waters.

Find out more and register your place.

Creating access for the adventure tourism sector | Wednesday 18 November, 11am – 12pm

This session focuses on the importance of developing adventure tourism facilities and infrastructure to improve the customer experience and demonstrate Scotland as a world-class destination. Hear from Tobermory Harbour Association, Nevis Range and Developing Mountain Biking in Scotland on how they have adapted and invested in their facilities to meet the growing and changing opportunities for outdoor enthusiasts.

Find out more and register your place.

Be there when your visitors are online | Wednesday 18 November, 2pm – 3pm

Your visitor spends up to 5.9 hours per day online. How can you make sure that in those hundreds of searches you’re visible with the right information at the right time? This session, with speakers from VisitScotland, Splash and Alba Sailing, will explain the value of extending the digital journey for customers and provide you with ‘must do’ tips for right now.

Find out more and register your place.

Ambition for Scotland as a world-leading responsible adventure tourism destination | Thursday 19 November, 11am – 12:30pm

Join this debate on what we need to do to encourage responsible travel to protect our environment and communities, how we shape Scotland as a world-leading sustainable tourism destination for adventure travel, and how we learn from other destinations leading the way. Our speakers include JoAnna Haugen (Rooted), Jeremy Smith (Tourism Declares a Climate Emergency) and Mark Tate (Cairngorms Business Partnership).

Find out more and register your place.

Wild Scotland AGM | Friday 20 November, 11am - 12.30pm

To draw a close to Adventure Tourism Week, Wild Scotland will be holding their AGM online. This is a member only event where members will also be given the opportunity to reflect back on Wild Scotland activity in 2020 and look ahead to priorities in 2021. 

Find out more and register your place.

Get involved

If you’re posting about Adventure Tourism Week on social media remember to use #ScotATW and tag @visitscotnews, @wildscotland and @sailscotland.

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