Marketing boost for wildlife tourism

Wildlife tourism promotion in Scotland is to be given a major boost through a new brochure and website from VisitScotland dedicated to promoting the sector.

The Wildlife Scotland brochure has been created in partnership with numerous national wildlife organisations throughout the country and is intended to provide the visitor with details of opportunities to experience Scotland’s nature and wildlife first hand.

A key feature of this new guide is the ‘Wildlife Calendar’ indicating the best times of year to view Scotland’s various species at their most active and visible. This is supported by advice on responsible watching, practical information for travelling around the country and contact details for further information and accommodation bookings. A companion piece of print is also being produced which will list more wildlife guides and visitor attractions to greatly enhance the visitor’s Scottish wildlife experience.

A complementary website is currently under development to provide in-depth information on viewing wildlife and will include more detail about the unique habitats that Scotland has to offer, such as the machair in the Hebrides and the peatlands in the north. The site will be available soon at wildlife.visitscotland.com.

Between 1997 and 2002 there was a 70 per cent increase in the number or visitors using the services of wildlife guides. The Tourism Attitude Survey, conducted in 2001, showed that 36 per cent of Scotland’s tourists claim that watching wildlife is an activity they undertake whilst on holiday. In addition, over 90 per cent of visitors would recommend Scotland as a destination for those interested in nature and wildlife.

Alistair Gronbach, Head of Brand Marketing for VisitScotland, said: “We have identified wildlife watching as a key product for the sustainable development of Scotland’s tourism, not least because it provides us with an excellent opportunity to raise Scotland’s profile as a year-round destination and to maximise out of season visitors.

“For such a small country, few places in the world can offer such a rich and diverse natural environment. Scotland is one of the top places on the planet for watching a wide range of seabirds, flora, wildfowl and sea mammals. Our new brochure is intended to build awareness amongst general visitors who enjoy the inclusion of a wildlife experience as part of their overall trip.”