"This move will allow us to represent Scotland far better on an international stage.” Ben Mardall, Wild Scotland’s Chairman.
Scotland, UK (Vocus/PRWEB) 13 April 2011
Wild Scotland and Activity Scotland announced today the merger of the two organisations to create the Wildlife and Adventure Tourism Association. This reflects the global change in the tourism market, with people becoming more active and wanting a complete range of “adventure” in their holidays, from high adrenaline to soft adventure.
The merger will unlock the strong synergy between the two organisations and create clear benefits for members and visitors. Nature based tourism is a key sector for the Scottish economy. The most recent figures for tourism show there are currently 2.5 million nature-based trips made each year in Scotland, generating £759 million revenue. This is expected to rise to 3.7 million trips by 2015. The new organisation will bring together all outdoor activity providers and offer a ‘one stop shop’ for visitors looking for outdoor activities in Scotland.
Central to the new organisation are the continued importance of the sustainability and best practice. For members the merger also means greater resources and a louder voice. As a sectoral management group, the association will be able to concentrate resources on areas that are important to the operators including advocacy and marketing. This news comes hot on the heels of the Adventure Travel World Summit in Aviemore last October and during the “Year of Active”, a Scottish Government initiative aimed at encouraging more people to get involved in outdoor activities and sport.
There is wide recognition amongst the industry that adventure means different things to different people. One person’s adventure might be a guided walk through a forest whilst another’s might be white-water rafting. Frieda Bos, Chair of Activity Scotland explains: “You don’t have to be an adrenalin junkie to enjoy adventure – it’s a subjective term. With the two organisations coming together we can really showcase what Scotland has to offer across the whole spectrum of adventure.”
Ben Mardall, Wild Scotland’s Chairman comments: “This is a logical move for both organisations. We are able to pool resources and leverage the synergy between Activity Scotland and Wild Scotland. In the current economic climate it is critical that we ensure the strongest possible foundation for our members. This move will allow us to represent Scotland far better on an international stage.”
Launched in 2003, Wild Scotland is the sole association for wildlife and nature-based tourism operators in Scotland. Comprising over 90 members, the association has successfully worked to promote Scotland as Europe’s number one wildlife watching destination. Wild Scotland is passionate about Scotland’s natural heritage and works to encourage the sustainable development and promotion of responsible wildlife tourism. Wild Scotland members offer some of the most varied wildlife-watching experiences in Europe and the association brings these operators together to develop Scotland’s tourism product, promoting the key issues of sustainability, access and biodiversity.
Activity Scotland’s roots stretch back to 1987 when the Scottish Activity Holiday Association (SAHA) was formed to promote activity holidays in Scotland. The association has represented activity providers ever since. As well as marketing activity, the association also represented the trade on various national committees responsible for policy development and implementation and was of particular importance during the Foot and Mouth Disease outbreak in 2001 when large parts of the Scottish countryside were closed.
The new amalgamated organization will represent the core of the “adventure” tourism operators in Scotland.