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From the roots to the shoots 2010 alan elliot - mtb tourism in the south of scotland

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Alan Elliot gives a great insight in the benefits of mountain bike tourism to Scotland. Looking at the direct economic impact as a result of Scotlands status as one of the best places to mountain bike …

Alan Elliot gives a great insight in the benefits of mountain bike tourism to Scotland. Looking at the direct economic impact as a result of Scotlands status as one of the best places to mountain bike in the World.

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  • Vast majority of visitors from UK Tourism crucial in forming opinions – relates to investment, talent attraction, genealogy etc etc Impinges on almost every other sector – food & drink; forestry; textiles; construction; Mature – been around a long time Go-to in times of austerity
  • O/seas nearly twice as much per trip as English and nearly 4 times as much per trip as Scots Competition grows from neighbours New markets tough to access in say China/Russia Our residents faced with ever growing choice of holiday destination But….resilient - staycations
  • 7stanes now in excess of 500,000 visitors p.a. Exactly reflects the picture – dispersed/fragmented/ but highly valued Public transport/access generally a major issue – unlikely to change
  • 84% of Scottish overnight visits are to 7stanes Main decision to visit half the impact?
  • Strength and a weakness that mtb relates to all these generic aims
  • C 600,000 visitors p.a.  Wealthy, with around 80% earning above average earnings  Seek high energy exercise  Like being outdoors, health and fitness and de-stressing  Over 70% are between 31 and 50
  •  Wealthy, with around 80% earning above average earnings  Seek high energy exercise  Like being outdoors, health and fitness and de-stressing  Over 70% are between 31 and 50
  • Job advertised – sponsorship, visitor payback Glentress – not just mb GFP not just mb New markets?
  • Tech? Wider sense – need to look ahead
  • Need to work together When its no one agencies role, it is easier for each to pull out But, this is world class

Transcript

  • 1. From the Roots to the Shoots Alan Elliot - MTB Tourism in the South of Scotland
  • 2. MOUNTAIN BIKING & TOURISM IN THE SOUTH OF SCOTLAND Alan Elliott Sector Delivery Team Leader 10 Sept 2010
  • 3.
    • Tourism Context
      • Scottish
      • South of Scotland
    • Scottish Enterprise role
    • Mountain Biking - current Situation
      • Scottish
      • South of Scotland
    • Issues
    Mountain Biking & Tourism in the South of Scotland
  • 4. Scottish Tourism
    • Scottish tourism spend £4.1bn p.a.
    • 200,000 employees 10% employment
    • National Strategy seeks growth of 50% 2005-15
    • 15m visitors p.a. take overnight trips to Scotland
    • Opinion-former
    • Mature industry
  • 5. Scottish Tourism
    • Length of stay
      • Overseas visitors 9 nights
      • English visitors 5 nights
      • Scottish visitors 3 nights
    • Spend/night
      • Overseas visitors £62
      • English visitors £60
      • Scottish visitors £53
    • Competition
    • Emerging markets/destinations
  • 6. South of Scotland Tourism
    • 10,500 jobs
    • Dispersed and fragmented
    • One major “visitor attraction” – Blacksmiths Shop, Gretna
    • Ideally placed for North England/Northern Ireland
    • Car-borne visitors dominant
  • 7. Scottish Enterprise approach
    • Economic outputs
    • Priorities
      • Industry leadership
      • Innovation
      • Destination Development
        • Edinburgh Royal Deeside & Cairngorms
        • Glasgow Loch Lomond & Trossachs
        • St Andrews Highland Perthshire
      • Product Development
        • Golf Sailing
        • Mountain Biking Heritage
        • Food Cruise
  • 8. Mountain Biking in Scotland
    • £119m expenditure c 3,000 jobs
    • 70% of built trail centre visits in South
    • 16% Highlands
    • Potential to increase spend by 35% over next 5 years
    • Depends on investment level
    • Vast range of people/organisations involved
      • Private sector
        • Accommodation; activity providers; restaurants; bike shops; car hire
      • Forestry Commission Scotland
      • Local authorities
      • Range of agencies – sporting, economic, countryside remits
  • 9. Scottish Mountain Bike Development Consortium
    • Composition
      • Scottish Cycling
      • Forestry Commission Scotland
      • Scottish Natural Heritage
      • NHS Scotland
      • CTC
      • VisitScotland
      • EventScotland
      • Cycling Scotland
      • Scottish Enterprise
      • Highlands & Islands Enterprise
      • IMBA
  • 10. Scottish Mountain Bike Development Consortium
    • Tourism and Economic development
      • To increase mountain biking visitor numbers by a further 50% over the next 5 years
    • Increased participation
      • To increase domestic participation in mountain biking by 25% over the same period
    • Creating Champions
      • To assist Scots to win at least 5 medals in World or Commonwealth competitions
  • 11.  
  • 12.  
  • 13. South of Scotland Priorities
    • 7stanes
      • Commercial approach
      • Company established with business groupings represented
      • Income generation
    • Glentress
    • Innerleithen Bike Park proposal
    • Galloway Forest Park
  • 14. Issues
    • Everyone’s interest but no-one’s role
    • Different stories for different audiences
    • Severely limited public £s
    • Opportunities in technology?
    • User has to pay
  • 15. And finally….
    • Mountain biking “community” has a huge part to play
    • Complex projects
    • New approaches will be required in the future
      • Industry leadership
      • Innovative funding approaches
      • New markets
      • Link with other activities
    • Scotland has a huge opportunity