walking tourism...

1
opportunities
for growth
 P Tomkins
Walking in Glen Finnan, Highland
We need to stay ahead of the game,
keep on top of market trends and be
quick to respond with development
and enhancement of our own products
and services. Only then can we
ensure that were always ready to
exceed our customers expectations
and so build our reputation as a
must visit, must return destination
THE INDUSTRY STRATEGY,
SCOTTISH TOURISM THE NEXT DECADE

These guides are written for 1 Walking Tourism

Scottish tourism businesses to 2 Scottish Tourism in the Future
offer relevant insights to help
grow their businesses and walking tourism... 3 Knowing Our Markets... Scotlands Visitors
enhance the experience we
offer our visitors. 1
opportunities
for growth
PDF copies are available for all guides in the series
on www.tourism-intelligence.co.uk
Other specialist guides
Front cover
Listening To Our Visitors: A practical guide to using feedback The signpost for the Southern Upland Way at the Yair Bridgeover the River Tweed
Scotlands Historic Properties: Visiting the Future D. Barnes
 walking tourism 1
Innovation in product and service development, and in business processes, is key to the
future competitiveness of the Scottish tourism industry. This reects a fast changing
consumer market place and the need for Scotland to continually enhance its tourism
product to keep pace with growing competition.

Good market intelligence is a key driver of innovation and enterprise. To support the
industry in this area, a new joint initiative has been developed by Scottish Enterprise,
Highlands & Islands Enterprise and VisitScotland, in partnership with the tourism
industry. Tourism Intelligence Scotland is a key initiative in supporting the Scottish
tourism industry to achieve the 50% growth target set out in the Tourism Framework
for Change.

The specic objectives of Tourism Intelligence Scotland are:

1 To promote a strong market and customer focus in Scottish tourism at all levels:
Scottish, destination/local and business.
2 To ensure that the right intelligence is gathered and proactively disseminated
to the industry.
3 To promote an exchange of market intelligence around the industry and to facilitate
a dialogue about implications and follow-through action.
4 To ensure that public and private sector resources in this area are applied
effectively and in a co-ordinated way.
5 To identify and learn from best practice in market intelligence gathering and
dissemination locally, nationally and internationally.
6 To promote awareness of competitor destinations and provide a basis for strategies
to build competitive advantage for Scotland and Scottish businesses.
7 To create a cultural change in the industry in relation to the gathering and use of
market intelligence that supports the objectives of industry groups such as the
Tourism Innovation Group.
 1 setting out
walking tourism 2

The Opportunity Things you need to know

We have all heard how tourism is changing. Not just here VisitScotland estimate almost one quarter of all revenue from
but around the world. More than ever, people are looking the UK market (22%) and approximately 4 million trips from
for authenticity and rejuvenation and are more focussed on the UK market, involved walking as the main or part activity
well-being and enhancing their quality of life. Above all people of a trip. Visitors who had cited walking as being part of their
want to spend time on things that matter to them and visit, spent 952 million in 2003.
reawaken the spirit within. What better place to do this than From the joint research project of 2006 (from 990 walkers),
in Scotland, with its rugged beauty, remote landscapes and 85% of walkers didnt think that their experience could have
friendly hospitable people. How better to do this than by been any better but 12% did. This and the growing interest
walking. By walking we dont just mean the energetic hikes to from new visitors, is our opportunity for growth.
conquer the next Munro, or Corbett, but all types of walking.
From a gentle stroll by a loch, to a walk in the forest along Over 60% of people surveyed said that their experience was
some well marked paths. It may also be a city walk in the either well beyond or surpassed their expectations. But we
many parklands or along a nearby beach. Indeed, it is also cant be complacent. Lots of other places can offer a fantastic
the challenge and sport of some of the best mountains and walking experience. As tourism providers we have a great
hills in the world and the most interesting long distance routes opportunity to capitalise on this growth but only if we know
available anywhere. Yes, we are world class and famous for it. a few essentials;

Walking, in all its forms, is fast becoming one of the most who they are
popular activities that people undertake while on a holiday what inuences their decisions
in Scotland and this is set to grow. Scenario planners at why they come
VisitScotland tell us that by 2015 walking tourism is likely
what they want...
to contribute up to 22% of the overall UK tourism revenue
in Scotland. and then exceed their expectations time and time again
In November 2005, a joint research project on walking IMPORTANCE OF WALKING TO THE TRIP
was carried out; Investigating and enhancing the walking
experience in Scotland was a joint research project by
VisitScotland, Scottish Enterprise, Scottish Natural Heritage
main reason 39%
and Forestry Commission Scotland. This table summarises
the strengths of Scotlands walking product as identied
one of the reasons 40%
in the research1.
minor reason 18%
Scotland is a walkers paradise
The natural environment
not planned 3%
The diversity of available walks throughout Scotland BASE 990

The quality of the walks themselves 0% 10% 20% 30% 40% 50% 60%

The excellent walking infrastructure Amongst this sample of walkers, 39% came specically to
Walking in Scotland lets people experience the culture, walk, 58% of people came to walk but also to do other things
history and people that we have in abundance. and only 3% had no intention of walking before arriving.
1 Investigating and enhancing the walking experience in Scotland. Joint research by; VisitScotland,
Scottish Enterprise, Scottish Natural Heritage, Forestry Commission Scotland. February 2006.
 1 setting out

walking tourism 3
Top Tips for Businesses
Visitors who did undertake other activities on their holiday as well as walking
More people want to go walking.
(74%), were asked what else they did as part of their holiday. As shown in the table They are more health conscious
below, walkers also tend to visit castles and other attractions, view wildlife etc. today than ever before and care
about natural and sustainable
ACTIVITIES DONE ON THE WALKING TRIP environments.
visit castles / 66%
places of interest There are lots of different types of
visit cities / towns
in Scotland
55% walkers. It is important to know who
they are so that you can give them
view wildlife 32%
what they need.
visit distilleries 21%
Walkers dont just walk they also
outdoor activities 20% want to do and see other things.
visit friends /
relatives
17% Visitors who are non Scots are
camping 15% particularly interested in
experiencing our unique culture
play golf 7% and history as part of a walk and
other 5% to experience our way of life.
BASE 142
0% 10% 20% 30% 40% 50% 60% 70% 80%
The majority of walkers are aged
35 55.
Word of mouth recommendation is highly inuential for enthusing and
encouraging our visitors to get into walking and return. Walkers want to be independent.
They want easy access to information
and options. They want to be
Hear it from Others spontaneous and benet from
We just try to encourage the people who come here to get out and inspiration and encouragement.
look at the surroundings. We know that they will be amazed at the
variety of things to do on our doorstep. We have collated lots of Your recommendations to visitors
information based on the things that we, ourselves, like to do. can make all the difference to
These are maps, tips, good places to eat, nearby attractions etc. their visit.
They are local experiences that we know our visitors will enjoy.
Alan Knott Kippford Holiday Park

Wooded Grounds of Lews Castle, Stornoway, Outer Hebrides Footprints on the beach, Barra, Outer Hebrides Ullapool and Loch Broome
P Tomkins P Tomkins P Tomkins
 2 overview of the market
walking tourism 4

who goes walking these days and why...

Broadly speaking there are 4 different groups of people
The Opportunity who make up Walking Tourists in Scotland today. There
To establish exactly what the opportunities are in is also a mixed group (19%) who show some of all the
Walking Tourism, we need to look at who the walkers are. attributes from these 4 types:
We need to consider why people want to walk and more
precisely what kind of walking they want to do.
The Committed Explorer (23%)
Hills, mountains and more remote
Challenging the notion of a stereotypical walker, e.g. areas to get a sense of adventure.
the dedicated Munro bagger, the activity of walking The dedicated walker who only is
means very different things to different sorts of people. here to walk. It is a passion for them
By walking we mean going for a walk of over two miles. and they are excellent at using a
This can be broken down into the following categories: map and a compass.

A moderate walk is less than 5 miles. The Part Time Explorer (18%)
Perhaps a woodland, beach or city walk. Hills, mountains and more remote
areas to get a sense of adventure.
But they are a little less gung ho
A longer walk is over 5 miles. and like to have a well earned pint
Perhaps a forest or community walk at the end of the day. They like to do
other activities that relate to the
natural environment, e.g. local
Hills and mountain walks. culture and history.
These include the classic Munros
(over 3,000 ft), and Corbetts The Committed Wanderer (7%)
Moderate walks; these people are
(between 2,500 ft and 3,000 ft), very serious about walking but
unlike an Explorer, they like to walk
Long distance routes. within their comfort zone. They have
Like the West Highland Way, a work and reward approach.

the Great Glen Way etc. The Part Time Wanderer (33%)
Research2 tells us that specic groups of people Moderate walks; these people
demonstrate an inclination for a specic walking activity love to walk but only as part of
and they are easily recognisable. other activities.

2 Investigating and enhancing the walking experience in Scotland. Joint research by; VisitScotland,
Scottish Enterprise, Scottish Natural Heritage, Forestry Commission Scotland. February 2006.
 walking tourism 5
2 overview of the market

Loch Trool, Dumfries & Galloway

P Tomkins

All of these groups have needs and some unique requirements. extremely attractive. It may only be for a couple of days as
So it is necessary to collectively understand their needs and time is precious and they dont often have much time for
nd ways to help enhance their visit and let them know we are planning. They will use the internet to search and book,
open for business with exactly what they want. targeting a particular area. Internet bookings for Scotland
show a phenomenal growth of over 50% from 2001 to 2003
There are so many different types of walks to do. There are over
and this growth is likely to continue.
945 different walks listed on www.visitscotland.com/walking,
a small percentage of what is actually available and over 30 With the ease of travel these days people are also more
walking festivals and events. If one was to average 5 walking experienced tourists and have high expectations of quality.
holidays a year, it would take someone over 189 years to get So some walkers will just as often be found staying at a 4 star
through them! A couple of lifetimes. hotel as in a remote bothy or tent. They may be dedicated to
the fabulous mountains in the Highlands but will also head
Visitors who are most likely to go walking in the future are the to our major cities to walk as part of their city break.
45-65 year olds. UK demographic projections indicate that the
population is getting older and over 50s will account for 50% Walkers want a great experience and they are prepared to
of the population by 2012. pay more for it. But the experience needs to deliver. Above all,
visitors tell us that they want to be told the truth, not to be
The fast pace of life also means that short breaks are the over promised and to only be sold genuine experiences.
norm. A quick get away, where one can engage with a local They know the difference and they wont come back unless
culture and have some time in the natural environment is they get the real thing.
 2 overview of the market
walking tourism 6

who goes walking these days and why...

Things you need to know Hear it from others

Walking tourism of all sorts is set to grow. A study Every business in the walking areas
by the Ramblers Association shows that their
membership grew from 38,000 people in 1980 to
seemed aware of the value walking
140,000 in 2006. 77% of the UK adult population say brought to their business, so it helped to
they walk at least once a month for pleasure, which enhance the experience for walkers
is about 38 million people.
a recent visitor to New Zealand
Increasingly other destinations are gearing up for the
opportunity too. They also have an excellent walking There is big opportunity if we stop being
product supported by walker friendly accommodation
content to just take the passing market
and infrastructure for getting around. Established
markets like New Zealand, Canada, South America and start to understand our product and
(Peru and Chile), India and Nepal, the Alps, Scandinavia communicate the unique elements to
and Africa have long been attracting this market. New the market.
destinations such as the Carpathians in the Ukraine
Robin Hogg, Galloway Walking Holidays
and other European countries are developing their
product in earnest. Lets also not forget the beauty
of England, Wales and Ireland. Competition is going Traditionally walkers werent bothered
to get much tougher. about where they stayed but that is all
changing now. We have a range of good
4 star hotels that visitors want to stay in,
but they also ask to stay in a tent or
a bothy. It just depends what sort of
experience they want
Paul Easto, Wilderness Scotland
2 overview of the market

walking tourism 7
Top Tips for Businesses
Identify which type of walkers would
be interested in staying with you and
target that group.
People want to book on the internet. If
you are not online already, get on, and
make your offer appeal to your target
types of walkers.
79% of people come by car but that
means 21% of people dont. Think about
how they can nd you easily. Can you pick
them up from your local train/bus station?
Recognise the different type of walkers
and be sure to understand and enthuse
about all the other activities to do in
your area.
Find out what kind of walks are in your
area and start to offer them to visitors.
Include maps, tips, good places to eat, etc.
Work with other businesses in your area
to identify the best walks and also those
attractions that are easily reached from
the walk such as distilleries etc. It can
offer a visitor an even better walking
experience if they can see points of
interest along the way.
Produce information for visitors
online with simple maps for them
to follow. You could link to
www.visitscotland.com/walking and
to the specic walk that you are
recommending if it is listed. If your local
walk is not listed, supply VisitScotland
with the information and they will add
it in.
Make sure that your staff are informed
better still have a team building day and
go off together to experience the local
area. Then you can really be enthusiastic
to visitors.
Urquhart Castle P Tomkins
 3
walking tourism 8

how to encourage walkers to your business

TYPES OF WALKS THAT PEOPLE UNDERTOOK OR PLANNED TO DO
The Opportunity
hill / mountain 56%
Recent research3 asked visitors what kind of walks
they did in Scotland. Although the Highlands are still forest & woodland 54%
the most popular location, there was plenty of interest
in walks in other areas in Scotland. loch / riverside 35%
3
The research also asked them what level of walks
they preferred. Most prefer a Moderate Walk coastal 28%
(1-5 miles). This was especially true for people from
the rest of the UK while Scots and other nations often
countryside 24%
prefer the challenge of the hills and mountains. 11%
urban
With a closer look at the different types of walkers,
we can develop a clearer picture of how to tailor other 1%
what we offer them.
BASE 990
3 Investigating and enhancing the walking experience in Scotland. Joint research by; VisitScotland,
Scottish Enterprise, Scottish Natural Heritage, Forestry Commission Scotland. February 2006. 0% 10% 20% 30% 40% 50% 60% 70%

Which type Most likely Why they Level of facilities Philosophy Most likely to be Like to stay
of walker to walk are here and info needed

Committed Hills & mountains Only to walk Very little want Pure sport, Younger, single, Campsite, bothies,
Explorer Remote areas & to go it alone and remote and no kids. Both functional places
getting a sense of enjoy the adventure rugged male and female
adventure Skilled navigators
Part time Hills & mountains Mix of Will want local Good hard Male or female. B&B/guest houses.
Explorer activities information challenge and Like to have the
Remote areas & and on other adventure and No kids.
getting a sense of whole Scottish
activities/events then relax with experience
adventure
a pint.

Committed Moderate walks Mostly just Knowledgeable Serious about More mature, B&Bs/guest houses.
Wanderer to walk but want specic walking but married and Less concerned
walking info. Want within my limits both male and about specics.
car park and toilets female Functional

Part time Moderate walks Lots of Non walking Relax and enjoy Family groups Hotels/guest houses
Wanderer different specic info, car the scenery and B&Bs. Like
Married females warmth and comfort
pursuits; parks, toilets
wildlife, history More mature
and culture and often less
afuent
BASE 700
3

walking tourism 9
how to encourage walkers to your business

A sign near Loch Maree, Highland

P Tomkins

Things you need to know Key information that walkers want

Walkers are very independent and the internet is one Recommendations on other places to stay
and other things to do
of the main sources of information, especially in booking
accommodation. Of non Scots over half of the people questioned Information on transport links, access to walks
booked independently through the internet as opposed to 11% and how to get around
who booked through a travel agent. However booking through
a travel agency was more popular for non Scots (19%) than Lots of information before they arrive
for those from the UK (4%). Where people choose to do self
Warm and empathetic hospitality
guided walks rather than organised trips, it is with the local
businesses of a specic area that they will turn, to get the Information about the grading and walks available
information they need. But this information must be given out in the area
enthusiastically and with a strong knowledge and pride in the
local area. Hints and tips on what to expect e.g. the weather
Businesses working together to offer joined up access, Some historical stories or points of interest
transport, accommodation, attractions or just good, useful
information can make a real difference in enhancing the
Information on rangers services
experience for walkers. People tend to collect information Safety advice for mountains
before they arrive and conrm decisions once they are in the
location. This means that the information that individual Local events both general/social and walking specic
businesses put on their website could inuence a decision
Information about specic facilities for walkers
to come to one area or another.
 3
walking tourism 10

how to encourage walkers to your business

Things you need to know Hear it from others

Walking tourism can address some other challenges I am extremely impressed with how
within Scottish Tourism too. Attracting this market can detail oriented they were. They were the
help with seasonality, as July and August is not always
rst to reply to my email inquiry (some of
the best time to go walking in Scotland. It is often busy,
sometimes with midges and can be too warm. the others dont seem to check their email!)
Walkers have a much longer season than other tourists. and sent me the most detailed and exible
Research indicates that people are very happy to go proposal. They clearly take a great pride in
outside in all weather as long as they can get dry and
the business and put the customer rst. I
warm at the end of the day. Walking can also encourage
urban based visitors to take a day trip into the really appreciated the very personal service,
countryside if they know where to go! especially as a rst-time visitor to Scotland.
In Scotland there is a danger of relying too much on We got fantastic value for our money and
the environment and not enough on the service. would very strongly recommend this to our
When asked whether accommodation providers could friends and relatives
support their walking experience better, 71% said their
A recent visitor from New York
accommodation provider could not have supported them
better. Only 7% said they could have improved, with 22%
saying they were unsure (suggesting that more could The attention to detail that you showed in
have been done). Suggestions for improvement providing lovely B&B's, both with welcoming
included: landladies and hearty breakfasts to set us up
Greater consistency of support for the day, as well as instructions and maps
for each route, was more than I could have
Opportunity to book accommodation
for further walking destinations hoped. I found the routes really easy to follow
and I loved the selected points of interest
Flexibility (meal times, drying facilities, along the way.
storage)
A recent visitor from Yorkshire
Knowledge and information on local
transport
Enthusiasm, warm welcome and empathy.
3

walking tourism 11
how to encourage walkers to your business Top Tips for Businesses
Bad weather doesnt stop people going
outside but make sure they will be
warm when they come in.
If the weather is too bad for climbing
hills and mountains then suggest
alternative interesting low-level routes
that will give the best impression
of an area.
Go to www.visitscotland.com/walking
and make sure you know all the walks
within 5 miles of your business.
Then start to promote them.
Find out who are the walkers amongst
your staff and ask them to help to
enthuse visitors.
Find out the train and bus times to
your area and work out how people
can access walks and other attractions
nearby.
Remember that walkers may not be
able to t in with your meal times.
Be exible.
Visit your local Tourism Information
Centre and know the things to do and
see locally. Go and experience these
places and recommend them if you think
that they are as good as you!
Make sure you and your staff always
have the 5 day weather forecast to hand.
You can download this from the Met Ofce,
www.metofce.gov.uk. It is also available
from www.visitscotland.com/walking as
is the Mountain Weather Forecasts.
Beach at Traighanlar, Horgabost, The Isle of Harris, Outer Hebrides Print it out and give a copy to guests.
P Tomkins
 4
walking tourism 12

how to grow your business with walking tourism

Scotlands walking product is very diverse; from the classic

The Opportunity Munros and other hills and mountains, to the long distance
If you want to take advantage of this growing market you routes of Great Glen Way, Speyside Way, Southern Upland
will have to make a conscious decision to do so as it doesnt Way, West Highland Way and Kintyre Way. Across Scotland
just happen. as a whole there are also over 75 community managed
woodlands and forests, e.g. Abriachan above Loch Ness.
A rst step might be to join up with VisitScotlands Walker
Welcome Scheme. You have to be part of their Quality There are many organisations who invest big sums to help
Assurance Scheme and accreditation is free if you can provide improve the walking product in Scotland. In the Highlands
some basic facilities for walkers. Advantages are being listed huge investments have been made by organisations such as
as a Walker Welcome establishment for promotions. You will Highlands and Islands Enterprise and Forestry Commission
also get ongoing advice and support to attract more of this Scotland to develop the Great Glen Way and The Kintyre Way.
market share.
Scottish Enterprise too, has made signicant contributions to
develop walks such as The Hermitage in Perthshire, Upper
Criteria for businesses to join Deeside Way, Ayrshire Paths development and the Fife Coastal
Walker Welcome Scheme Path. One recent project is the East Ayrshire Access Project
which is a partnership project with Scottish Natural Heritage,
Serviced accommodation:
Scottish Enterprise Ayrshire and three local councils.
A separate space for drying outdoor clothing and footwear A community website has also been set up www.ayrshire
so clothes can dry overnight paths.org.uk to encourage walkers and businesses to take
A hot drink should be available on arrival advantage of what is available in the area.
A late evening meal (available until 8pm). A late night
snack should be offered after 8pm
Scottish Enterprise Grampian has also supported the Upper
Deeside Trust to maintain and assist the public access of the
Early breakfast option from 7am, or for very early leavers Upper Deeside Way which balances recreational use, the
a tray the night before;
natural heritage and land management. A key success is the
A packed lunch or ask lled 2.5 million programme of access improvements of the East
A supply of local walking routes information, local public Cairngorm Access Project. This was funded by 14 public and
transport and a weather forecast. private sector partners to carry out a variety of improvements
from mountain and lower level paths to upgraded visitor and
Self-catering accommodation and hostels:
information facilities.
A separate space should be available for drying outdoor
clothing and footwear so clothes can dry overnight; Scottish Natural Heritage and Forestry Commission Scotland
Facilities for washing clothes; also play a strong role in ensuring the quality of the walks,
A supply of local walking routes information, local public transport
both in terms of signage and upkeep as well as promotion
and development. There are also a host of other organisations
A telephone number for information on the weather forecast; who help to put Scottish walking on the map.
Details of the local rescue services;
Details of the establishment's Ordnance Survey
co-ordinates (if outwith a village).
 walking tourism 13
4 how to grow your business with walking tourism

The Paths for all Partnership is one such organisation, who With regards to safety, always err on the side of caution.
support the promotion of community walking and offers There are many sources of information listed at the back
advice and support to ensure that the development of local of this booklet to get the right advice to offer visitors.
networks of paths meet local needs. Walking Festivals have
In February 2005, the Land Reform (Scotland) Act 2003
been another hugely successful initiative across Scotland to
came into effect and gave Scotland some of the most
encourage walkers to take part. They take place between
progressive access legislation in Europe, giving everyone
March and November and host a wide range of events with
a statutory right of responsible access. For more
a walking theme, ranging from short countryside ranger
information on the Scottish Outdoor Access Code please
led walks to week long walking festivals. The full list is on
go to www.outdooraccess-scotland.com.
www.visitscotland.com/walking
Walkers have a variety of dedicated magazines, books,
Walking is a core tourism product that VisitScotland
maps and websites that they use as a source of
focus on to market to visitors in a variety of ways.
information. Having a supply of these available for lending
www. visitscotland.com/walking has a wealth of
will be an inspiration to walkers and make them feel more
information under their walking pages to help visitors
welcome.
and Scottish tourism businesses alike.
Consider the transport links in your area. If 79% of people
arrive to walk by car it still means that 21% of people
Things you need to know dont. Can you help them to get around by linking up with
Although there are numerous walks in Scotland, walkers a local taxi rm? Maybe others would join in. A number
tell us that they also want to nd new undiscovered areas. of the walks on www.visitscotland.com/walking contain
One barrier is the lack of nearby accommodation. It may information on public transport and access to the start
be that you live in one of these areas and if you could get of a walk.
together with others in the area, you might be able to offer
exactly what walkers are looking for.
Walkers care about the environment and they wont litter,
so they dont want to carry cans or glass around all day
from a packed lunch. One idea would be to provide a
reusable lunchbox that contained a small ask. These
are easily obtained from good outdoor shops.
People probably come with their own equipment but dont
forget walkers are spontaneous. They might suddenly take
an urge and when they do, you might want to have some
basic kit handy to help them out. Larger hotels could
consider buying a selection of shoes/boots, jackets and
small backpacks. At least be able to direct them to the
nearest outdoor supplier in your area. Ordnance Survey
maps are another item that you could consider lending.
 4
walking tourism 14

how to grow your business with walking tourism

P Tomkins
St Bernards Well, Stockbridge, Edinburgh
Hear it from others
There is a well worn path from London
that is passed by word of mouth where
train times allow for hillwalks. People
catch a sleeper from London Euston on a
Friday night and arrive at Corrour Halt at
Rannoch Station on the West Highland line.
They walk Sgor Gaibhre and Carn Dearg An example of a perfect day
and Meall na Meoig (Beinn Pharlagain) out walking in Edinburgh
with a night in Loch Ossian youth hostel. We were staying at City Centre Hotel and with one free
day we wanted to get out and about in the city. Following
Two more walks on Sunday up the nearby
recommendations from the hotel, and after a leisurely
Munro of Beinn na Lap and the Corbett breakfast, they arranged a taxi to take us to the loch at
(Leum Uilleum) and they are back to the the top of Arthurs Seat in Holyrood Park. We walked up
to the top and sat on the grass with a breathtaking view
station in time for the sleeper back to in all directions. The hotel had given us a small rucksack
London. A perfect escape in Scotland in which they had a packed a delicious morning snack in
that they just wont believe on Monday a reusable box; a small ask of fresh coffee, a separate
container for fresh milk, a slice of homemade cake and
morning back at their desks. some fresh orange juice. We walked back down the hill
Steve Duncan, to the High St where we spent a couple of hours looking
Product Manager Adventure and Walking, VisitScotland at the shops. Another taxi took us a quick ride to the
Scottish Gallery of Modern Art and we had a delicious
homemade lunch at the caf before a look about. At 3pm
we left the gallery and set off along the Water of Leith
Walkway which wound its way along the river and
through the historic Dean Village, back to the City Centre
Hotel. After a quick rest and a swim in the hotel pool, it
was 6.30pm and time to get brushed up for dinner at the
latest two star Michelin rated restaurant nearby. On the
way back to the hotel we stopped for a nightcap at a live
jazz bar and chatted to a local couple next to us. A short
stroll back to City Centre Hotel completed a perfect day
out in Edinburgh.
 walking tourism 15
4 how to grow your business with walking tourism
Top Tips for Businesses
Use your local knowledge to pass
on to visitors. But only send them
to places you think are great too.

Think about themes for the packages

you put together. Be creative, it
captures peoples imagination.

If your pub is at the end of a walk,

think about giving a free pint to all
walkers who nish the route. It is a
great way to promote yourself.

Ask visitors what they want and need.

Then act on the feedback, and
promote the improvements that you
have made.

Be sustainable and provide visitors

with reusable packaging for food
and drink.

A simple piece of homemade cake

served at the right moment can win
people over and make the trip
memorable.

Keep a shelf of walking books and

magazines to get people inspired

Speak to other businesses to develop

a joint package for visitors. Make it
easy for them to buy your services.

Specials board at the Wineport Bar and Bistro, Claddach, Isle of Arran
P Tomkins
 5 what others are doing
walking tourism 16

It is more fun in groups a story of collaboration

Kippford Holiday Park, Kippford, Dalbeattie. Alan Knott
http://www.kippfordholidaypark.co.uk
Kippford Holiday Park is a Thistle Award a nearby forest to look at cutting and Alan and his team will also book any
winner and holds a David Bellamy clearing of trees and then nally to a other tickets that visitors want, further
Conservation Gold Award since 1977. sawmill to see how trees are processed. aeld. Perhaps it is to see the Tattoo at
Their market is the leisure walker who Along the way the group look at wildlife the Edinburgh festival, a day out to see
stays in a lodge or caravan to be part of and nature guided by expert local Britannia, a Whisky trail or a visit to
the beauty and tranquillity of this area knowledge. With a simple leaet, Alan Glasgows Burrell Collection. Everything
along the Solway Coast. promotes tours such as this, to local is available.
pubs and restaurants, to encourage
After the Foot and Mouth Disease Kippford Holiday Park has seen visitor
them to pass on to their visitors.
outbreak of 2001, The Kippford Holiday numbers grow substantially over the last
Park joined together with other Another idea was Breakout when ve years and the effects of the Foot and
businesses in the Making Tracks Project Alan and his team realised that many mouth outbreak a thing of the past.
which was a grant scheme aimed to guests in the holiday park were stuck
Alan Knott rmly believes that you have to
encourage groups of farmers and land indoors on wet days and needing some
know who your market is and get the feel of
based businesses to work with tourism encouragement to do something. Seven
what they want. He goes on to say, By just
businesses and attractions, to develop interesting driving routes were developed
making use of what is on your doorstep and
specic nature-based tourism across which linked places to shop, eat and visit
along with places of historical interest. getting everyone to join together to support
the South of Scotland.
each other it is amazing the difference that
Alan Knott, manager says that this is Kippford Holiday Park have also played you can make.
what got us all thinking. A keen walker a major part in persuading others to
himself, he has since involved a number improve the local woodland walks.
of local businesses to work together on They have now built a squirrel hide
a variety of projects to provide walking with CCTV camera which is a hit with
and other leisure packages for visitors visitors, along with specic themed trails.
to the area to improve the experience. Improvements have also been made to
the information that a visitor is given
One package on offer is Seeds to through maps, guides and better
Sawmill, which starts by taking visitors interpretation boards along the trails,
to a tree plantation to see how seeds are pointing out what can be seen along
planted. A short walk follows through the walk.

Red Squirrel P omkins

5 what others are doing

walking tourism 17
It is not just the walkers that need to go the extra mile
Best Foot Forward @ West-View Guest House, Milngavie.
Morag McNeill
http://www.freewebs.com/best-foot-forward
through the internet until she waves inspire them and a dvd of the West
them off on their rst leg of the walk. Highland Way which really sets their feet
However she is well aware that things itching. When guests ask for a packed
are changing and she knows she needs lunch, Morag checks the weather. If it
to keep improving. Putting it quite is going to be a warm day she advises
simply Morag is determined to always against this because her lunch would
be the best in Milngavie. be spoiled with the sun on a rucksack,
so she recommends great pubs for a
The Best Foot Forward website is
lunchtime stop along their route. Morag
scattered with helpful advice for
is concerned about her guests and she
walkers with descriptions and personal
wont let anyone leave her doorstep until
recommendations on what to do and see.
she knows that they have secured
She covers local villages, art galleries,
accommodation for the following night,
country parks, wildlife reserves,
often going to the extent of helping them
distilleries and much more. Not
to x it up just to be sure.
Morag McNeill is the owner of a small forgetting nearby Glasgow she also
guest house in Milngavie at the start of recommends exactly how to get from Morag acknowledges that this extra care
two Long Distance Routes in Scotland, the main transport hubs to her property. is hard work on top of the already long
the West Highland Way and The Rob It is everything that any walker could hours of running a small guest house.
Roy Way. want while they gear themselves up But she is certain it is worth it and her
for long walking days ahead. bookings tell the same story. She has
Her approach to the walking visitor is
year round bookings and most of her
inspiring and heartfelt and it is no Morag really tries to get into the heads
guests are repeat business passed on
coincidence that she is also one of the of her visitors, before they arrive. If they
through word of mouth.
most successful small accommodation are coming from abroad she knows they
businesses taking advantage of the will be tired and makes sure those guests
nearby routes. Morags approach to the have their room available on arrival
visitors who stay with her is as friends I rather than 4pm. People arrive excited
havent yet met and she makes sure they about the start of the holidays so she has
feel her warm hospitality from booking a wealth of books and magazines to
 5 what others are doing
walking tourism 18

Using the themes on your doorstep to develop your product

Galloway Walking Holidays. Robin Hogg
www.gallowaywalks.co.uk
Robin Hogg is a specialist incoming tour
operator who started bringing visitors to
the Dumfries and Galloway region 4 years
ago for cycling holidays. He has now just
launched a new range of themed trips for
walkers which was a winning Tourism
Innovation Development Award project.
With over 200 miles of coastline, three
National Scenic areas nearby together
with the expansive Galloway Forest Park
and Galloway Hills, Robin has plenty
routes to choose from. for bike and luggage storage which extra, the book is available to read on
Robin puts the success if his trips down also incorporates a shower block. the tour!
to local knowledge. An ex-policeman, He regularly sends his visitors to
Another demonstration of collaborating
and a keen cyclist and walker, he knows the Cally Palace Hotel, a beautiful
with the local areas and using what is
exactly what people want and the little McMillan Family Hotel that dates back
on your doorstep, is another themed
extras that he can build in, to make a to 1763. This is because people want
walk around food, art and books. It just
truly memorable experience. to have luxury, as well as an authentic
so happens that three of the local towns
experience outdoors.
He has seen many changes in the area have built a reputation on Food, Art
which endorse current trends and visitor Another development from Galloway and Books. Castle Douglas for food,
research from VisitScotland and others. Walking Holidays is in themed walks. Kirkcudbright for art and Wigtown for
A particular change that he has seen is Taking a cue from the novel by Dorothy books. They have done this primarily
that a different group of people now L Sayers, Five Red Herrings Robin has through community festival around
come. They have more money to spend developed a Murder Mystery walking these themes which have in turn have
and are keen to do activities within their tour. As the author wrote in her preface attracted visitors and new businesses
comfort zones. This has brought about all the places are real places and all into the area.
other changes. The 4 star Murray Arms the landscapes correct. What more
Hotel in Gatehouse of Fleet, for instance, of a map would one need to develop a
who converted an out house specically holiday around this book? And as a little
5 what others are doing

walking tourism 19
A boost to walking tourism in Kintyre
The Kintyre Way
www.kintyreway.com
In 2006 a new route opened which starts A key issue in the development was one private land that is managed and
at Tarbert and nishes at Dunaverty Bay, of access and management of each of the maintained by the Kintyre Marketing
Southend. The walk is 89 miles long sections along the route. Originally the Group Company.
as a direct route (103 miles including plan was to route the trail through forest
In all, this is a great example of how
all alternative route options). The time roads and areas owned by the local
public and private sectors can work
needed to walk the entire route is council. It was soon realised, however,
together to boost tourism in an area.
between 4 and 7 days, depending on that this would cut out some of the most
The project was funded by HIE Argyll
ability. The route can also be walked scenic parts and not help to access the
and the Islands, Forestry Commission
in sections of the walkers choice. more remote communities who would
Scotland, Scottish Natural Heritage,
be able to develop service products
The development of this new route had its Kintyre Wind Farm Trust, the Kintyre
for walkers. Finally it was agreed to
beginnings in a joint venture, set up 10 Marketing Group and VisitScotland.
re-route the path which involved
years ago, between the public agencies
challenges of increasing its length and The prediction is that the walk could
and the tourism industry in Kintyre.
also resolving the issues of management bring approximately 5,000 additional
The aim was to look at ways to promote
and maintenance across a number walkers to Kintyre each year which has
business growth through community
of different sectors with more than the potential to generate an additional
led initiatives and encourage greater
one owner. 1.3 million per annum gross tourism
collaboration and targeted marketing
expenditure.
activity from the local businesses. They The route can be split across 3 separate
also wanted to link some of the smaller sections. Approximately 30% is on land
and more remote villages that tend to be owned and managed by Argyll and Bute
bypassed by visitors. Council, 34% by Forestry Commission
Scotland and the remaining 36% is on
 7 resources and links to help you
walking tourism 20

Organisation and links where you can get further information The Munros (the new version Summer 2006).
Visitscotland.org Information for tourism businesses www.visitscotland.org Donald Bennet and Rab Anderson

VisitScotland walking website www.visitscotland.com/walking Rucksack Readers Ofcial Guide to the Great Glen Way www.rucsacs.com

Scottish Natural Heritage www.snh.org.uk/ Rucksack Readers Ofcial Guide to the Speyside Way www.rucsacs.com

Forestry Commission Scotland www.forestry.gov.uk Walking Magazines Available from newsagents and larger supermarkets
Scottish Countryside Rangers www.scotranger.freeserve.co.uk TGO (Formerly The Great Outdoors) www.tgomagazine.co.uk/
Trail Magazine www.greatmagazines.co.uk
Mountaineering Council of Scotland www.mountaineering-scotland.org.uk
Scottish Outdoor Access www.outdooraccess-scotland.com/ Country Walking www.greatmagazines.co.uk

Walker Welcome Scheme www.visitscotland.org/businessdevelopment/qa Bird Watching www.greatmagazines.co.uk

The ramblers association www.ramblers.org.uk Strider
Paths for all partnership www.pathsforall.org.uk/ Long Distance Walks magazine from the Long Distance Walkers Association
www.ldwa.org.uk
Wildlife in Scotland
Comprehensive website dedicated to wildlife & wildlife themed holidays Rambler Association magazine www.ramblers.org.uk
www.visitscotland.com/wildlife
The Scottish Mountaineer
Mountain Bothies www.mountainbothies.org.uk Magazine from the Mountaineering Council of Scotland
British mountain guides www.bmg.org.uk www.mountaineering-scotland.org.uk

Adventure Sports in Scotland www.visitscotland.com/adventure Other related documents

5 day weather forecast from Visitscotland.com Investigating and enhancing the walking experience in Scotland.
www.visitscotland.com/aboutscotland/Climate/forecast/ Jointly commissioned by; VisitScotland, Scottish Enterprise,
Scottish Natural Heritage, Forestry Commission Scotland.
Walking related websites
From Munros to Ramblers.
Munro Magic. www.munromagic.com The Prospect for Scotlands Walking Proposition to 2015. October 2006.
Chris Greenwood and Dr Ian Yeoman on behalf of VisitScotland.
Walking Publishers for books and maps
Pocket Mountains range of books www.pocketmountains.com/ Snapshots from the Future. August 2005. Scottish Enterprise

Mercat Press. Extensive range of walking titles. www.mercatpress.com/ Walk in Scotland 2007.
Promotion booklet by VisitScotland and Forestry Commission Scotland
Stirling Surveys Walking Guides www.stirlingsurveys.co.uk/
Harvey Maps. Maps made in Scotland. www.harveymaps.co.uk Walkers and Holidays, online research presentation from Emap.
Winter 2006. VisitScotland
Along the Fife Coastal Path. Hamish Brown
Walkers View research. Summary of the research into the Scottish
Family walks in Scotland. Colin Hogath.
Holiday Experience for Walkers 2005
100 family walks which include distances, maps, walk starts etc.
The Southern Upland Way: Ofcial Guide. Roger Smith Tourism Attitudes Survey 2005.
Harris Interactive on behalf of VisitScotland
West Highland Way: Ofcial Guide. Bob Aitken and Roger Smith
Sustainable Tourism in Scotland.
Lonely Planet: Walking in Scotland. Sandra Bardwell
Future Foundation 2005 on behalf of VisitScotland
 A footpath sign at Sligachan, Isle of Skye
P Tomkins

Copy written, designed and produced by Tall Poppies Scotland Ltd

www.tourism-intelligence.co.uk
info@tourism-intelligence.co.uk