1 EXECUTIVE SUMMARY
1.1 The net economic impact of wildlife tourism is £65 million, with 2,763 FTE jobs in existence because of the activities of wildlife tourism in Scotland. Net economic impact is highest in the Highlands and Islands region (£32 million and 1,386 FTE jobs).
1.2 In total, 1.12 million trips are made each year to or within Scotland for the primary purpose of viewing wildlife. 56% of these trips are made by domestic ( UK) tourists. £276 million is spent on these trips, with 75% spent by domestic tourists.
1.3 With 0.63 million domestic tourism trips, 5.2% of all domestic tourism trips to Scotland are being primarily motivated by wildlife. 6.3% of domestic tourism nights and 7.4% of domestic tourism expenditure in Scotland is primarily motivated by wildlife.
1.4 In addition, 0.41 million trips are made by wildlife day visitors, with £14 million of expenditure.
1.5 There is uncertainty regarding our estimates of overseas tourism trips, nights and expenditure, but the central estimate is that 0.08 million trips are made to Scotland by wildlife overseas tourists (3.1% of the total), spending 0.72 million nights in Scotland and £54 million. Spending by overseas wildlife tourists therefore makes up a significant minority of total wildlife tourism spending in Scotland.
1.6 Regionally, wildlife tourism is concentrated in the Highlands and Islands (with 50% of wildlife trips, 45% of wildlife tourism nights and £124 million of expenditure by wildlife visitors. The West Coast and Islands, Loch Lomond & Trossachs is the second most important region for wildlife visitors, with 23% of trips and nights, and £65 million of wildlife visitor expenditure.
1.7 This research sub-divides those visitors who are primarily motivated by wildlife into three groups according to whether they are motivated by viewing wildlife on land (terrestrial), at sea (marine) or on the coast (coastal). Of these three divisions, spending by terrestrial wildlife visitors is the largest (£114 million), with spending by coastal wildlife visitors of £100 million and by marine wildlife visitors of £63 million.
1.8 Net economic impact by type of wildlife tourism shows that terrestrial wildlife tourism has a net economic impact of £27 million with 1,136 additional FTE jobs because of terrestrial wildlife tourism. Marine wildlife tourism has a net economic impact of £15 million, with 633 additional FTE jobs. Coastal wildlife tourism has a net economic impact of £24 million with 995 additional FTE jobs.
1.9 Largely because of the additional expenditure made on accommodation and other goods and services on longer trips, net economic impact is dominated by tourism (with visitors staying overnight) rather than day visits (without an overnight stay). Wildlife day visitors lead to a net economic impact of just £3 million and around 140 FTE jobs, but tourists have a net economic impact of £62 million and 2,623 FTE jobs.
1.10 Wildlife tourism is a more complex market than simply classifying tourists as being either primarily motivated by wildlife or not. Tourists encountered at wildlife sites and by tour operators ranged from being highly involved and motivated by wildlife watching to it being a substantial but not exclusive interest and finally to it being a casual and passing interest for the day. Wildlife operators see the majority of their visitors as combining a strong interest in wildlife watching with other activities, such as walking, cycling, touring, sightseeing, photography, history, culture and visiting distilleries, which may make up the primary purpose of their visit.
1.11 Operators claim that their clients are a diverse range of customers, but that a noticeably large segment is comprised of middle-aged, empty-nest, professional and middle-class couples who enjoy experiences in nature and are looking for new interests to follow. Other client groups include overseas visitors, families and a recent growth in domestic (Scottish) clients. Many such tourists belong to organisations such as the Wildlife Trusts and RSPB who also influence their decision to visit Scotland. Operators and observations reveal a number of people with a 'new interest in wildlife' instigated by either life stage (usually empty nesters) and/or television programmes, especially Springwatch.
1.12 Wildlife watchers often referred to their preferred independent style of travel and their ' DIY' method of wildlife tourism whereby they would travel with binoculars and sometimes a telescope and cameras, and be on the lookout for any wildlife watching opportunities such as walking in nature reserves or along the coastline. There was general consensus that in order to capitalise from this market and avoid untold disturbance to species and habitats, operators need to stress how much easier it is to see focal species with the help of a guide.
1.13 Findings in this report also show that wildlife tourism has been growing in recent years and that industry opinion is that it will continue to grow in the future. Developments such as the media coverage of wildlife in popular television programmes, increasing environmental awareness and a move away from long-haul destinations is thought to have helped the wildlife tourism sector weather the effects of the recession, but also show its potential for future growth.
1.14 The SWOT analysis conducted as part of the study was drawn from workshops and interviews with actual and potential tourists and businesses involved in the wildlife tourism industry and points to themes that could be further considered in this sector. The SWOT analysis indicates that further consideration would be useful in the areas of strategic management, national level marketing, infrastructure, product development strategies, resource and visitor management and quality standards within the wildlife tourism industry. In addition, the research indicated that there are industry perceptions of problems with national level marketing and support for wildlife tourism. Recommendations therefore include points on the strategic management of the sector and improved communication of activities between public sector agencies and industry.