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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

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


Tourism intelligence co uk

  • 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.

Tourism intelligence co uk

  • 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


Tourism intelligence co uk

  • Evidence of investment and growth capabilities

  • 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….

Tourism intelligence co uk

  • Mountain Biking Tourism – weaknesses & constraints capabilities

  • 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


Tourism intelligence co uk

  • Tips to tap in to the markets: capabilities

  • 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.

Tourism intelligence co uk

  • Cycle Highlands, Deeside capabilities

  • 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.”

Tourism intelligence co uk

  • Top tourism trends - mountain biking capabilities

  • 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

Tourism intelligence co uk

Accommodation providers - think about capabilities

  • 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.

Tourism intelligence co uk

To recap… capabilities

  • 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!

Tourism intelligence co uk

Workshop session capabilities