Media Release: Tourism businesses urged to capitalise on Scotland

SCOTTISH tourism businesses are being challenged to look at ways of tapping into the growing wildlife tourism market in Scotland ahead of ‘The Year of Natural Scotland’ in 2013.

Companies are being urged to take advantage of this business opportunity in a new wildlife tourism guide published by Tourism Intelligence Scotland (TIS), as part of its Opportunities for Growth series.

The guide, produced in partnership with Scottish Natural Heritage, Forestry Commission Scotland and Wild Scotland, is available to businesses who register at

Launching the guide, Fergus Ewing MSP, Minister for Energy, Enterprise & Tourism said: “Scotland has an abundant range of rich and unique wildlife and habitats – from ospreys to otters, and forests to farmland. We also have some of the most fantastic, world-class settings in which to enjoy wildlife.

“Over a million wildlife trips a year are already taken to or within Scotland, where people visit specifically to view our rich wildlife.

“In reality, however, the scope of wildlife tourism is much larger, with some 58 per cent of all visitors to Scotland citing our scenery and landscapes as their top reason for choosing us as a holiday destination.

“There is therefore a fantastic opportunity to encourage visitors who are here for sightseeing, golfing, shopping, or any variety of activities, to enjoy wildlife as a part of their experience.”

Audrey MacLennan, senior tourism manager at Highlands and Islands Enterprise, added: “The world-renowned scenery and extraordinary range of wildlife found across the Highlands and Islands continues to make a significant contribution to the success of tourism across Scotland.

“The Wildlife Tourism in Scotland guide gives practical advice to businesses and individuals in order to make the most of the products and services they have to offer – while also providing inspiration for our ambitious and innovative tourism operators.”

Says a spokesperson: “Wildlife is already firmly established as one of Scotland’s most popular outdoor activities tourism currently generates £276million a year for the Scottish economy. This is expected to grow further still thanks to a growing interest in sustainability and responsible tourism.

“According to ‘The Economic Impact of Wildlife Tourism in Scotland 2010’ study by the Scottish Government, there are over 1.1million wildlife trips a year to or within Scotland by visitors who are here mainly to enjoy wildlife.”

The new guide provides key intelligence on the sector and offers advice on how businesses can ensure that wildlife enthusiasts – ranging from dedicated wildlife watchers to those enjoying wildlife as part of a mix of activities and attractions – have the best experience possible.

Ideas include accommodation providers looking at ways to attract more wildlife to their garden, offering guests access to maps, wildlife books, and identification sheets, keeping spare binoculars and waterproofs for guests to use, and putting information about local wildlife, nature reserves and trails on their websites.

The Wildlife Tourism in Scotland guide has been published by Tourism Intelligence Scotland, as part of its Opportunities for Growth series, aimed at helping businesses make the most of new and emerging opportunities in the sector.


Issued on behalf of Tourism Intelligence Scotland

Supportive quotes

Katrina Morrison, tourism strategic priorities manager at Scottish Enterprise, said: “With 2013 being the Year of Natural Scotland, nature tourism is the focus of a national marketing campaign. This gives Scottish tourism businesses a unique and compelling opportunity to develop new ideas, packages and collaborative ventures based around the wonderful abundant wildlife that we have in Scotland. This new guide from TIS is a fantastic practical resource to help tourism operators do this.”

Mike Cantlay, chair of VisitScotland, said:“People come to Scotland from all over the world to marvel at its breathtaking natural beauty and outstanding array of wildlife. The Year of Natural Scotland will enhance the country’s reputation as a stunning and easily accessible place for active pursuits and the perfect stage for outdoor events and festivals. This excellent guide will help businesses make the most of our natural assets.”

Claudia Rowse, rural development manager for Scottish Natural Heritage, said: “The Year of Natural Scotland presents an excellent opportunity to celebrate and showcase some of our most outstanding wildlife and landscapes. We want to help businesses capitalise on this by using nature as a marketing opportunity, encouraging more people to experience and enjoy it. The natural environment is after all our most important asset and it’s entirely appropriate it should be recognised for its economic potential.”

Fiona Murray, forest tourism development manager with Forestry Commission Scotland, added: “Nature-based tourism is an important element in Forestry Commission Scotland’s management of Scotland’s national forest estate, which welcomes over nine million visitors per year. We’re delighted to be part of the Tourism Intelligence Scotland wildlife tourism guide, which we hope will inspire more tourism providers to use the great wildlife in nearby forests and woodland as part of their own business.”


Further information

For further information contact:
HIE Communications
01463 244238

Notes to editors:

•  Tourism Intelligence Scotland is a joint venture developed by Scottish Enterprise, Highlands & Islands Enterprise and VisitScotland, in partnership with the tourism industry, to stimulate growth and innovation in tourism.

• Other guides in the Opportunities for Growth series include: Scottish Tourism in the Future; Walking Tourism; Listening to our Visitors; Golf Tourism; Adventure Travel; Food Experience in Scotland; Mountain Biking Tourism; Sailing Tourism; and Knowing our Markets…. Scotland’s Visitors 2012.

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Contact: HIE Communications
Phone: 01463 244238