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tourism-intelligence.co.uk

www.tourism-intelligence.co.uk. TIS website and resources. Register on web site for: - Downloadable practical guides - Research summaries of key intelligence - Best practice stories from the UK and overseas - Practical tools such as Listening To Our Visitors, Destination Development

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tourism-intelligence.co.uk

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  1. www.tourism-intelligence.co.uk

  2. TIS website and resources Register on web site for: - Downloadable practical guides - Research summaries of key intelligence - Best practice stories from the UK and overseas - Practical tools such as Listening To Our Visitors, Destination Development - Insights on specific themes - ‘Ear to the Ground’ regular newsletters with topical info. - LinkedIn and Twitter discussions www.tourism-intelligence.co.uk

  3. Mountain Biking Tourism – key facts • Tourism due to Mountain biking (MB) : £46.5 m p.a, wider value is £119m • Set for significant growth of over 30% in next 5 years • Total number of MB visitors is 1.3 million; purpose built bike centres attract 592,000 visits a year. • 22.5% stay overnight. Scots stay 2.1 nts, other UK 4.4 nts. • On average, MT bikers make 6-7 visits to built centres p.a, of which 4-5 are day visits • 7Stanes currently dominates: 69% of all visits to • built centres • FCS manages approx. 1300 kms cycling/MTB trails.

  4. Mountain Biking Tourism – Scotland’s assets & capabilities • Quality and Quantity of purpose built, MTB tracks • Progressive access legislation • Growing number of bike related businesses & expertise • Strong brand identity of 7-Stanes provides awareness • High profile international events • Potential for packages with other tourism offers: Year of Natural Scotland • CWG 2014, Cathkin Braes www.tourism-intelligence.co.uk

  5. Evidence of investment and growth • UCI MTB World Cup, Fort William: 20,000 visitors • FCS continues to invest: £8.5m at Glentress Fell in the Tweed Valley Forest Park • Glencoe: new red track in 2012 – trebled visitors! • BikeTrax skills loop - Highland Safaris, Aberfeldy. • Comrie Croft – new tracks in 2012 and 2013 • Tomintoul – tracks, 10 + 19 kms, Crown Estate. £0.5m • Cathkin Braes Trail….

  6. Mountain Biking Tourism – weaknesses & constraints • Provision seen as specialist – need to make things easier • Dependence on cars to access sites • Growing competition from other areas • Challenge in funding new routes to protect market share • Reinvestment in existing trails • Health & safety? • Lack of co-ordination between mountain biking trails and tourism businesses www.tourism-intelligence.co.uk

  7. Tips to tap in to the markets: • Top tips to tap into the market: • Know what trail grades your local centres offer so you can advise your visitors. Have their literature to hand. Or advise/refer to accommodation providers. • Use spectacular scenery and MTB images on your web site and brochure. Or great food and other activities • Mountain biking is year-round. Can you use it to promote your business in the off-season? • What businesses could you partner to offer visitors an exciting package? • The specialist market does need some facilities – but not expensive adaptations.

  8. Cycle Highlands, Deeside • Expanded from initial rental business. • Corporate market: collaborates with event and sponsorship organisers to exploit. • Collaborate with other activity providers to x-promote. • Work closely with hotels/B & Bs – drop-off and pick-up of rental bikes. Added value for both sides. • Has developed a route map which he retails. • Arranges own MTB event, and gets involved • in those run by others. • “Growth is polarised: serious bikers (DIY) • but also families.”

  9. Top tourism trends - mountain biking • The family market – parents with school age kids. • “Active ageing” - older visitors, but young at heart. Fitter. Much travelled. • People are searching for new experiences to enrich their lives – “being and doing” not necessarily “having” • Rising expectations of quality- but need added value and deals/offers • Visitors appreciate authenticity, “real” Scotland, explore nature • MTB visitors undertake other outdoor activities – and v-v. • MTB visitors shop, eat, drink, party, go to festivals….and may visit more than one trail centre on a trip. • Activity, Health and wellbeing • Growing awareness of green & ethical issues. • ABTA research: Younger travellers are taking more • holidays: 4-5 breaks • Social media important

  10. Accommodation providers - think about • How is your post-biking experience? • Bike security? • Pictures and testimonials on your website. • Other local information: activities, attractions, eating out. • Transport for visitors and their bikes • Weather updates • Provide relevant reading • Flexible meal times, packed lunches, energy foods/drinks • Bike rental made easy: pick-up • And the basics: • Wifi • Use appropriate imagery in publicity. • Provide relevant links and contact info on your website.

  11. To recap… • Growing market for MTB - Scotland is world class! • Core market remains male 18-40 but families, older people and females increasing • Refer to specialist operators for instruction and guiding. • Events can raise profile • Info on local trails, centres and shops • Facilities: Bike washing, clothes drying, repair. • Interesting things to do off the bike! • Collaborate with others – all sorts of others!

  12. Workshop session

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