What will activity and adventure tourism look like in 2015?1
March 2007
Mr Chris Greenwood
Research Analyst
VisitScotland,
Ocean Point One
94 Ocean Drive
Edinburgh EH6 6JH
Email: chris.greenwood@visitscotland.com
Tel: 00 44 (0) 131 472 2389
Prof. Ian Yeoman
Scenario Planner,
VisitScotland,
Ocean Point One
94 Ocean Drive
Edinburgh EH6 6JH
Email: ian.yeoman@visitscotland.com
Tel: 00 44 (0) 131 472 2388

1

This research bulletin has been prepared for VisitScotland and the Scottish tourism industry. No representation or
warranty is given (expressed or implied) as to its accuracy or the correctness of the information and of the opinions
contained in this report. The material should not be regarded as specific advice and no action should be taken with
reliance on it. Neither the authors nor VisitScotland accepts any liability whatsoever for any loss or damage in any way
or reliance placed upon the material. All of the events and portraits referred to within the scenarios are fictitious or
viewed in context. Publication date: March 2007
1 of 19

Introduction
Activity and Adventure tourism within Scotland and the wider United Kingdom is a diverse sector. Although it is
divided into small niche areas, as a whole it represents an organised yet independent avenue for tourists to
experience their holiday destination. Adventure tourism is difficult to classify and little consensus among analysts
continues in what constitutes this sector. The essence of adventure tourism is best defined by Ewart1 in 1989 as:
“…the deliberate seeking of risk and uncertainty of outcomes.”
The Canadian Tourism Commission classified adventure tourism as ‘an outdoor leisure activity that takes place in
an unusual, exotic, remote or wilderness destination, involves some form of unconventional means of transport
and tends to be associated with low or high levels of activity”2. As previously stated adventure tourism may
represent a constituent part of an activity break or a single activity may represent adventure tourism. For
VisitScotland, the adventure tourism product is represented in general by sports activities. These are divided into
categories of Earth, Air, Water and Ice. This report will look at adventure tourism in terms of both tourism in which
the consumer perceives a risk in terms of activities they undertake which are part of the adventure sports
portfolio. To explain the consumer perceived risk comment, the individual determines their own level of risk. A
competent mountain climber will have a separate set of parameters in facing a challenge to that of an
inexperienced walker when confronted with the same obstacles to overcome.
The ambition of Scottish tourism is to increase revenue by 50% by the year 2015. Adventure tourism is viewed at
a global level as one of the growing sectors of the visitor attraction industry3, therefore is a prime product area to
contribute to the ambition. Due to the nature of the sector it also suggests that it may have significant impact on
local economies due to the start-up potentials for small businesses and diversification of existing providers in the
supply of activities to feed the adventure tourism industry4.
The objective of this paper is to:
•
•
•
•
•
•
•

Review the current situation regarding adventure tourism both on a global and local level
Give an overview of the drivers that influence adventure tourism
Segmentation analysis looking at product categories and customer profiles
Case study of stag and hen parties
Forecast the economic value of UK adventure tourism markets to Scotland by 2015
Construct two scenarios of alternative futures
What does this mean for sector development?

Adventure Tourism
Adventure and activity based holidays are showing significant growth within the tourism industry. The global
product sees both established holiday destinations and new locations all looking towards “extreme sports” as an
attractor to bring in holiday makers. The trend towards experience over materialism sees the holiday maker
wishing to seek content to their vacation over the traditional model of “the beach” or “the pool”. The problem that
holiday providers have is that the consumer wishes it all; activity, luxury and service at perceived cost effective
levels.
Whilst the old European resorts have a heritage of extreme sports (mountain climbing in the Alps and the Cresta
run at St Moritz) going back to the 19th Century, newer tourism destinations are capitalising on Adventure Sports
whilst possibly lacking traditional activities. While traditional tourism requires significant investment in hotels transport and so on - to start an adventure tourism business has much less requirements. Extreme tourism is
growing in former Soviet Union countries (Russia and Ukraine) and South America (Peru, Chile and Argentina).
2 of 19

The mountainous and politically sensitive areas of Northern Pakistan have developed a popular adventure
tourism reputation.
Mintel estimate that in 20005 the total activity holiday market (domestic and international) was around 14.7 million
trips. As a percentage of all domestic holidays in that year, 10.6% involved an activity with overseas activity
holidays representing 9.5% of all international holidays. To date, VisitScotland.com has 119 adventure sport
companies listed. The companies cover 47 activities ranging from skiing and hiking to sphering and skydiving. It
is noted that adventure tourism is split into two categories, “incidental holiday activities” (e.g. canyoning, white
water rafting. i.e. one-off-events) and “short break holidays” (e.g. mountain biking, kayaking, climbing and surfing,
i.e. events that are undertaken as the focus of the break). Due to a general lack of academic and commercial
research in the area of adventure tourism, the organisation and management of the sector, business interaction
with tourists, the types of experiences the visitors engage in and outcomes in terms of satisfaction and perception
of risk are limited6. Principle sources of reference are provided from the work of Page et al (2005), United
Kingdom Tourism Survey, VisitScotland and commercial reports (Mintel, KPMG).
Looking at the supply side of Scottish adventure tourism, analysis of various studies by Page7 in 2003 found that
there were around 800 activity holiday providers and approximately 350 specific adventure tourism businesses.
The difference between the activity holiday provider and adventure tourism business is the risk element, with the
former providing relatively passive activities such as walking breaks. Looking at the adventure tourism
businesses a summary of the market is as follows:
•
•
•
•
•

Main Activities - Water Sports (18%), Multi-Activity (16%), Mountain Biking / Cycling (12%)
Geographical Distribution – Highlands (26%), Argyll (17%), Tayside (9%)
Number of Employees
o Full Time – 1 (29%), 2 (22%), 3-4 (12%)
o Part Time – None (28%), 1 (23%), 2 (13%), 3-4 (13%)
Main months of operation – May to September with only half operating November to February.
Principle marketing routes – Trade/Specialist magazines (53%), Direct mail (48%), Press (47%), Tourist
Board (45%).

The above figures suggest that most businesses are small seasonal companies based in rural areas targeting
dedicated hobbyists or informed novices to the activities they provide. The above does not include those
individuals who undertake adventure tourism independently of commercial organisations. Many people go
mountaineering, sailing, climbing, hand gliding or mountain biking and do not require support from business.
These individuals include day trippers or longer stay visitors who will organise their own accommodation, itinerary,
equipment and travel arrangements and therefore contribute to local economies indirectly compared to
consumers who buy a package from a provider.

3 of 19

Drivers
In an attempt to understand the Adventure Tourism market, it is necessary to analyse the drivers which form that
market. Disseminating the catalysts provide an insight into the potential areas which may be developed in
encouraging growth both in visitor numbers and in maximising visitor spend whilst delivering value for money to
the consumer. The principal drivers identified in this study are shown in table 1:
Driver 1
Driver 2
Driver 3
Driver 4
Driver 5
Driver 6
Driver 7
Driver 8

Economy & Disposable Income
Demographics
Countryside Access (Land Reform Act)
Scotland as the UK’s outdoor capital.
Environment / Weather
Consumer Perceptions
Health and the outdoors
Rise of Regulation culture
Table 1: Drivers influencing Adventure Tourism.

Driver 1: Economy / Disposable Income

£ billion

Over the last decade
favourable
economic
1000
conditions,
amongst
other
900
factors
have
resulted
in a
800
change in attitude towards
700
600
holidays and tourism.
500
Along with the high
400
disposable
income,
300
affordable yet good quality
200
accommodation, budget
100
air travel and greater
0
individual awareness of
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
destinations
(due
to
Year
internet research and
PDI at 2000 prices Consumer Expenditure at 2000 prices
lower reliance on tour
operators
providing
Figure 1: Trends in Personal Disposable Income and Consumer Expenditure, 2000-10 (Source
packages)
have
made
– Mintel)
vacations a necessity
rather than a luxury within household budgets. Consumers are demanding more from destinations whilst
expecting to pay less.
The holiday is increasingly seen as a necessity within households; however the level of expenditure is related to
the state of the economy8. This economic environment will be an influence over the consumers’ holiday choice
over the duration, destination and quality of experience. Activity or adventure holidays are usually seen as
supplementary breaks to a main annual holiday, especially within the domestic market. As such, being an
additional luxury, these breaks will increase or decrease in frequency dependent on the wealth of the consumer.
Adventure breaks that are part of a principal holiday are increasing in market share due to the consumer’s desire
to develop experience instead of the traditional holiday model of escape and relax through inactivity. Looking at
forecasts for personal disposable income (PDI) and consumer expenditure for the period 2000 to 2010, a variable
start in terms of PDI occurred with a forecast growth of 2.5-3.0% up to 2010. Consumer Expenditure is forecast

4 of 19

to fall to around 2.1-2.5% for the same period. This forecast suggests that economic conditions, barring any
shocks, look favourable to retain the consumer trend of multiple short breaks.
Driver 2: Demographics (Domestic / International)

% Change

It is an accepted stereotype that the image of the “activity or adventure” tourist is one of a young, independently
wealthy individual without family commitments. It is the stereotype who it is believed can afford the time and
costs
of
travel,
accommodation,
20
equipment and training
15
required to indulge there
10
hobby or interest. Market
5
research by VisitScotland9
0
and mirrored by Mintel10
-5
have found that the
-10
market for adventure
-15
sports
transcends
-20
socioeconomic
groups,
AB
C1
C2
D
E
Total
ages
and
gender.
Socio-Economic Group
Whereas it was originally
thought that the cost of
% change 2000-05 % change 2005-10
equipment and tuition
would have favoured
Figure 2: Forecast adult population trends, by socio-economic group % Change (Source –
upper
socioeconomic
Mintel)
groups this has found not
to be the case. This study is in line with current thinking in tourism that the activity aspect is becoming more
important within holidays than possibly the destination or relaxation. Figure 2 represents the percentage change
in each socio-economic group between 2000 to 2005 and 2005 to 2010. As it is forecast the overall wealth is
likely to increase over the
Doing extreme sports, by gender, age and social grade
next few years, the trend
Proportion who do extreme sports, e.g. rock climbing, white water rafting etc at least once a year
is towards increasing the
“Which of these best describes how often you do extreme sports (e.g. rock climbing, white water rafting, hand-gliding)?"
upper
socio-economic
groups.
In itself this
30%
tendency will not affect the
2003
2005
growth in adventure
25%
tourism in terms of trips, it
20%
will however influence the
level of spend and the
15%
potential value of the
10%
industry in the future.
5%

DE

C2

C1

AB

65+

55-64

45-54

35-44

25-34

16-24

Women

Men

All

0%

Source: nVision Research
Base: 1000 adults 16+, UK, 2005
17256: Leisure Activities Out of the Home

Figure 3: Doing extreme sports, by gender, age and social grade (Source – nVision)

An
increasing
demographic, which is
likely to dominate for the
near future is from the 4564 year old age group, a
sector which is time and
cash rich (Figure 3). The
baby-boomer generation
is health conscious and

5 of 19

compared to previous generations seeking new experience, adventure and are prepared to pay. A greater
awareness of the wider world plays it part in the baby boomers looking towards adventure tourism. Whist they
may not all be looking for the high adrenalin sports that younger consumers seek in activity holidays there is great
scope for hiking/trekking, sailing and horse riding. The generalisation for this sector is towards activities that are
low impact and non-competitive which couples can do together. The baby boomers are of benefit to the tourism
industry overall as they usually require as part of their package a generally higher quality accommodation, spend
more on dining out and will have a disposable income for added extras, in comparison to other age groups.
Statistics show that the 45 to 64 year old age group in the UK will be 15% larger in 2010 than in 2000, whereas
the 15 to 19 year olds will see a decline in 1% for the same period.
Driver 3: Countryside Access (Land Reform Act)
The Land Reform (Scotland) Act 2003 created a framework for responsible access to land and inland water. The
act formalised the tradition in Scotland for unhindered access to open countryside, provided that care is taken not
to cause damage or interfere with activities such as farming or game stalking. Similar legislation was passed in
England and Wales with the Countryside and Rights of Way Act 2000.
The role that the two acts had on the public was to raise awareness of access to the countryside. Although in real
terms the areas that were popular with the public were always accessible, within Scotland it allowed clarity in the
public conscious to where they can and cannot go. Principal concerns for tourism were towards environmental
impact. If there was a dramatic increase in visitors to the countryside what impact on the landscape, fauna and
flora would occur? This to date has not transpired - concerns over the most popular areas still exists, however
the public are in turn increasingly environmentally conscious.
The Land Reform (Scotland) Act 2003 also has provision for tenants, and particularly crofters, to buy their land
from lairds. With tourism a growing industry, this provides opportunity for growth in remote areas for adventure
tourism. Balances between community, environment and economy must be maintained but diversity can only
benefit the areas concerned.
Driver 4: Scotland as the UK’s outdoor capital
History has shown us that Scotland has for the past 200 years been a playground for the outdoor sportsperson.
The Victorian hunting lodges, increasing interest in walking as a recreational pursuit and the continued
development and management of the open spaces have maintained a heritage of adventure tourism. In recent
years, to cater to the ever diversify marketplace one area of Scotland has promoted itself as the outdoor capital of
Scotland. Lochaber, near Fort William, and Perthshire have cashed in on its natural resources to develop a
centre for adventure sports. Whilst all over Scotland adventure tourism is possible, the latter area is attracting
investment and business start ups to continue to attract visitors. One of the benefits of maximising its profile as
an outdoor specialist is the attraction of world class adventure sports events which increases the profile of the
area.
Scotland has in recent years hosted several world events which have in turn promoted Adventure Sports. The
UCI Mountain biking World Cup in Fort William and the O’Neill Highland Open surf championships at Thurso
promote Scotland’s adventure tourism portfolio to a world stage. Both events attract large crowds which in turn
boost accommodation figures, local businesses and raise the local sports profile. The fact that these world events
are run in Scotland is testament to the environment in which they are performed. Scotland is increasingly
perceived as a world class centre for mountain biking which in turn justifies investment in facilities which
contributes towards further improvement.

6 of 19

From a surfing perspective, the O’Neill Highland Open is part of the ASP world qualifying series (WQS) and has
been awarded a maximum six-star WQS rating as well as being recognised as possibly the coldest destination on
the tour. The UCI Mountain biking world cup is competed annually at Fort William. Having been awarded an ‘A
grade’ by the International Mountain Biking Association, the predictions for the 2007 competition are that 40,000
spectators will attend and the local economy will gain a direct benefit of up to £2 million during the event11.
These events represent a sample of the world coverage adventure sports in Scotland receives. National and
regional events occur all the time and promote the grassroots participation. It terms of tourism, larger event
coverage allows justification in facilities, which in turn encourages public usage, combined with the advertising the
events generate.
Driver 5: Environment / Weather
Market research commissioned by VisitScotland in 200312 found an ongoing perception that weather is poor in
Scotland for extreme/adventure sports, a factor which is contradicted in research performed for Perthshire Tourist
Board13 in the same year. In either case looking subjectively at the climate Scottish weather is generally more
temperate than that of other locations at the same latitude. When it comes to adventure tourism, the weather is
actually seen as an attractor for some as it adds an additional element to enhance the overall experience. The
weather is also essential for some sports with the ski industry having a very loyal following so that when snow
falls on the slopes at Aviemore they inform the consumer and many will drop commitments at short notice to enjoy
the sport.
Having an uncertainty to the weather does have opportunities for suppliers and clothing retailers. The
requirements for the provision of wet and dry, warm and cold weather equipment by visitors opens the possibility
for snap purchases on site.
The forecast long term trend for the Scottish climate is on of longer, dryer summers and warmer wetter winters14.
Prospects for snow fall and cold periods are likely to decrease as time goes on (up to 208015) which will impact on
some of the iconic landscapes and wildlife which currently inhabit a peri-alpine niche. As it is widely accepted that
climate change is unavoidable until current levels of intervention to prevent further rises of temperature take
effect, tourism globally as well as locally will need to adapt to the developments. For adventure tourism it may
mean that a possible reliability in good summer weather can develop; for some activities a year round business
can occur, rather than closing for winter. On the downside, looking to the very long term it may mean a decline in
snow skiing (but opportunity for grass skiing or dry slopes development) and for sea borne activities, growth in
winter storm surges in the future may mean rescheduling.
On balance climate change could provide greater opportunity for adventure tourism in Scotland. With a changing
climate longer summer seasons or temperate winter seasons could extend tourism activity beyond normal
parameters at present. As temperatures increase in Mediterranean countries, overseas visitors may look to
Scotland as a welcome destination for outdoor activities and even enjoy the possibility of rain when the go hiking,
mountain biking or dog-sledding. As with all businesses adaptation and preparation are key to staying ahead in
what is increasingly a global competitive market.
Driver 6: Consumer Perceptions
Research by VisitScotland16 into perceptions and barriers of consumers to Adventure Tourism to Scotland found
several key elements to the attitudes to choosing Scotland as an adventure tourism destination. Looking to
visitors from beyond Scotland the following trends were discovered. The perceptions of Scotland increased the
closer, geographically and historically (for example family ties) you got to Scotland. Amongst dedicated and
skilled enthusiasts, Scotland had a good reputation and had been visited often. For those who may have less

7 of 19

experience in activity sports Scotland as an adventure tourism destination diminished, especially the further away
from Scotland they were. The stereotypical adventure tourist (e.g. age 20-35, independent and solvent)
commented that they “still had loads of places to go” which implies that they may visit Scotland once to partake in
their chosen activity but will not possibly come back but travel elsewhere, possibly abroad.
The barriers the consumer perceives are primarily in the choice between domestic and overseas travel. With
international destinations increasingly becoming accessible, the cost difference between a foreign destination and
the UK has become negligible, and some consider foreign destinations cheaper. Distance was also a seen as a
barrier with the border seen a “mental barrier” when considering a destination for a spontaneous visit.
Researchers found that respondents from the North-West of England were surprised when told that travel time to
Dumfries and Galloway was the same as it is to travel and queue to get to the Lake District or Wales. Additional
misconceptions by consumers with regards choosing Scotland as an adventure destination included the
requirement for additional preparation and equipment, poor facilities at sites (“…will I be able to get a drink at the
end of the day?”) and remoteness (especially for beginners who feared a feeling of abandonment in isolated
areas). For some these factors may enhance an adventure tourism tour, to others, particularly a beginner to the
sport, they will be a detractor. The misconception by the consumer of their perception of Scotland can partly be
overcome through advertising, communication and increasing profile. Scotland provides a diverse range of
activities for all skill levels combined with sophisticated and world class facilities. The encouraging message that
Scotland is seen by the experienced adventure tourist as a world class destination should be harnessed and
passed down to the up and coming adventure tourists.
Driver 7: Health and the outdoors
A significant driver in the growth of the adventure tourism industry is the health and wellbeing of the consumer
base. As there is a perceived minimum fitness level to undertake most sports, wellbeing amongst the population
will define the potential customers who would look towards adventure tourism. Modeling trends in the UK show
that by 2010 one in three women and more than one in four men will be obese. Obesity will be overtaking
smoking as the leading preventable cause of illness and death. Estimates by HM Treasury suggest the total cost
to the NHS and economy will be around £3.6 billion17. Obesity doesn't develop overnight. It takes about 3,500
excess calories to gain just 1lb therefore what are the causes of obesity? It is suggested that although many
excuses are put forward to an increasingly heavy nation, three factors determine weight gain18. These are:
•
•

•

Genetics: Some people have a predisposition to weight gain; others have a naturally high metabolism which
requires a greater calorific intake to maintain. Identification of the body type the individual represents will
determine the level of diet control that person must undertake to regulate there body weight.
Food: A diet that contains high fat content or calories will lead to a greater possibility of obesity compared to a
balanced diet. A phenomenon associated with comfort eating for mood improvement also contributes to this
trend; however when a diet skewed towards high fat or is calorie rich is combined with low physical activity
rates the possibility of obesity increases.
Physical Activity: People who are physically active are generally less likely to gain weight compared to those
who are inactive.

8 of 19

The Parliamentary Office of Science and Technology19 identified the factors that are behind the decline in physical
activity in the UK. These are identified as being:
•
•
•
•
•
•
•

Reduced occupational physical activity.
Increased car use (particularly for short journeys)
Decline of walking (perceived personal safety issues particularly for children, women and the elderly).
Increase in energy saving devices in public places (elevators, escalators and automatic doors)
Reduction of physical education and sport in some schools.
Adults fear of children’s safety in unsupervised play.
Substitution of physical activity leisure with sedentary pastimes like television, computer games and the
internet.

The UK and the devolved governments have supported several initiatives to promote healthy eating and increase
physical activity in an attempt to curb growing obesity and inactivity levels. As time goes on and the wider
implications of obesity begin to affect society a greater awareness of personal health and fitness could occur
amongst the nation. In the short term adventure holidays may be seen as a way of introducing healthy activity to
a sedentary lifestyle; in the longer term it is possible that generational comparison can occur. This is where
children of parents who are inactive and have developed conditions related to their obesity (for example type II
diabetes) will consider their own health more carefully. This swing in attitude could herald a renaissance in
adventure tourism and a greater use of the outdoors for health and well being. This attitudinal shift is only
possible if access and barriers to adventure tourism are reduced; the barriers being psychological, physical,
economic and regulatory.
Driver 8: Rise of regulation culture
Research by AXA Insurance20 has found that in 2006, one in three adults (approximately 13.6 million people)
intended to take an activity holiday, with only 16% of them intending taking out adequate travel insurance. The
survey went on to speculate that over 200,000 UK tourists could suffer from an accident or injury whilst
undertaking an activity holiday. However it is postulated through separate studies that the nature of the majority of
tourist injuries could be minor accidents (slips, trips and falls which constitute the majority of insurance claims21)
Whilst the adventure tourist from the UK is unprepared should the unfortunate happen it is possible that the
attitude of the consumer is one where the activity provider is responsible for safety. If this is the case and it is not
necessary for the tourist to have adequate insurance for the activities they are undertaking a growth in over
regulation grows where both authorities and business compete to protect consumers or commerce from growing
claims for compensation.
The Adventure Activities Licensing Authority provides indemnity cover for educational outdoor establishments,
with over 1077 centres in the UK (of which Scotland has 164 centres as of February 2007) therefore schools have
some assurance that they are protected from potential litigation should anything happen. Organisations providing
adventure activities privately (such as tourism providers) require indemnity insurance to be provided by them.
Insurance cost increases are a constant worry to specialist operators which are invariably smaller operators
and/or family owned. Increasing premiums affect margins and therefore growth potential in the industry. An
adventure sports provider in Snowdonia22 decided not to expand as individual insurance was cheaper than
corporate insurance, therefore restricting the ability to take on more staff and resulted in having to turn business
away when capacity was met.
The fear that many adventure sports providers have is the encroaching problem of a “compensation culture”. It is
a trend originating from the United States and refers to “the litigious nature of modern society” and the “blame and
claim culture”23. A survey in 2004 found that 96 per cent of people believe claiming compensation is more
prevalent now than ten years ago. Despite some views that the compensation culture is beginning to bedevil
9 of 19

British society it is claimed that there is little evidence to substantiate this and there is a concerted effort at the
highest levels to defuse the hysteria around it. The Better Regulation Task Force (BRTF), an independent
advisory group established by government in 1997, set out to ‘explode the urban myth’ that the UK ‘is in the grip
of a “compensation culture” in its report ’Better Routes to Redress’24. The report attributes the current perception
of a compensation culture to a combination of factors which ‘all led to the apparent explosion of litigation in the
latter half of the 1990s and the early years of the 21st century’: the abolition of legal aid for most personal injury
claims; the introduction of conditional fee arrangements; and the appearance and growth of claims management
companies. Media coverage of apparently outrageous or spurious claims (whose truth is often much more
serious) has fuelled the fire of public perceptions. In a speech by Prime Minister Tony Blair, in response to the
BRTF report, he stated between 2000 and 2005 the overall number of accident claims fell by 5.3 per cent,
therefore reinforcing that there is not a compensation culture within the UK.
To the adventure tourism provider the presence or lack of an actual compensation culture is partly irrelevant. The
threat to litigate by the consumer leads to greater awareness towards safety and therefore partial removal of the
essence of danger that the consumer may be seeking in undertaking the activity in the first place. The rise in
regulation culture suppresses the excitement that adventure tourism looks to promote and therefore develops a
cycle of decline within the industry. The comparison of New Zealand which has a self-regulated adventure
tourism environment and Scotland with a highly regulated tourism environment, Page25 et al found there was no
major impact on the extent of accidents. Therefore it is shown that by a code of standards either voluntary or
enforced, operators are increasingly made aware of the potential risks and can therefore invest and prepare to
minimize them.
Segmentation
In understanding the adventure tourism market it is necessary to be able to segment the consumers. The ability
to categorise a consumer into an identifiable group assists in marketing, information provision and product
development. It is important not to stereotype a consumer however as each visit may be determined by a
different category.
The general market segments identified by INSIGHTS26 in a 2003 study show the UK adventure tourism market
segments as follows:
•
•
•

•

Samplers – Those who are trying an outdoor activity for the first time or undertake the activity on very
occasional basis. E.g. Special occasion groups, Hen & Stag Groups, Corporate Groups
Learners – Those that are learning an outdoor activity or seeking to improve their skills. E.g. youth groups,
training groups, individuals seeking proficiency.
Dabblers – People who occasionally take part in an outdoor activity when on holiday or as part of their leisure
time. They will have learned how to undertake their chosen activity and has some knowledge or skill but will
not be regularly undertaking the activity. Holidays provide a primary opportunity to undertake the activity for
this group. E.g. friendship groups or individuals who have some experience in an outdoor activity.
Enthusiasts – People who regularly take part in an outdoor activity and are very keen on it. They are experts
in the activity which requires knowledge and skill.

People may well fall into different market segments at different times depending on the activity they are
undertaking. For example, an enthusiastic climber may become a paragliding learner or canoeing sampler.
Another factor is that within a single activity people may progress so a sampler climber may move to being a
learner, dabbler and then enthusiast as experience and interest grows. ACK Tourism went on to define the
relative size of market segments by activity; these are shown in table 2.

10 of 19

Activity
Mountain Biking
Horse Riding
Water sports
Adventure Sports

Samplers
10%
25%
7%
8%

Learners
10%
10%
10%
10%

Dabblers
35%
15%
10%
10%

Enthusiasts
45%
50%
73%
72%

Table 2: Relative size of market segments by activity for activity tourism markets (Source: adapted INSIGHTS 2003)

Based on the finding of the AXA Insurance survey, of the 13.6 million people in the UK planning an adventure
based holiday, 2.6 million are looking to horse riding and 7.4 million will be doing water sports. Based on the
results in Table 2, 1.3 million horse riders will be enthusiasts and 650,000 will be samplers. In water sports
518,000 will be samplers and 5.4 million will be enthusiasts. The relevance of this data on industry is in supply.
Enthusiasts (dependant on the nature of the activity) will possibly have a large proportion of the equipment and
training to undertake their holiday and will plan independently therefore will have lower requirement for direct
adventure tourism industry. Indirect industry (such as accommodation, restaurants or services providers) will
have more to offer this segment. For samplers, direct adventure tourism providers will be much more appealing
as they will provide equipment, advice and training. Finding the balance to provide the appropriate service to
each segment will maximise yield and customer expenditure.
It has been observed that each segment responds to different marketing initiatives. It should be noted however
that if a consumer is transferring from one group to another, particularly from an enthusiast group to a less
experienced group they may hold on to an enthusiast profile in terms of marketing. Dabblers may use literature
and websites provided by tourism agencies and official sources at the pre-visit stage for initial ideas and to
research, plan and book. Dabblers may also use specialist magazines, commercial websites and word of mouth.
Having some knowledge of they activity they are doing, but not necessarily knowledge of where to do it they
usually have activities planned prior to arriving at the destination but may be influenced by literature and
information centre advice on arrival. Samplers will probably not have pre-planned any outdoor activity prior to
arriving at the destination. As samplers are primarily spontaneous in their decision to undertake an activity,
leaflets at information centres and at their accommodation are key sources. Day visitor Samplers may use official
websites to get ideas from promotions to go and partake in an outdoor activity. Enthusiasts are unlikely to look at
official (public sector / tourist board) information sites. Enthusiasts will primarily rely on their own knowledge,
word of mouth or specialist magazines. Learners are likely to access information through accredited activity
centres and approved sources. It is likely a learner will pre-book everything prior to arrival. Having links between
accredited learning centres and accommodation providers, equipment providers will maximise the potential for
consumer opportunities as it will be a one-stop shop for the potential learner adventure tourist.
VisitScotland segments its activities into defined product groups. This segmentation is to assist in marketing and
industry communication. The current range of adventure sports in Scotland is shown in table 3:

11 of 19

Water

Earth

Ice

Air

Body boarding
Canyoning
Cliff jumping
Coasteering
Diving
Fun Yakking/Duckies
Kayak surfing
Kitesurfing
Open (Canadian) canoeing
Powerboating/jet boating
River bugging
Sea kayaking
Surfing
Wakeboarding
Water skiing
Whitewater kayaking
Whitewater rafting
Twilight Rafting
Windsurfing
Jet skiing

Blo-karting/X-sail
Caving and potholing
Hillwalking
Hovercrafting
Indoor climbing
Mountain biking
Mountain boarding
Outdoor climbing
Scrambling
Bridge Swinging
Kart Racing
Off-Road Driving
Paintball
Quad Biking
Skateboarding
Sphereing

Ice climbing
Ski mountaineering
Skiing & snowboarding
Sled dog racing
Telemark skiing
Winter mountaineering

Flying Lessons
Gliding
Hang-gliding
Helicopter flights
Hot-air ballooning
Microlighting
Paragliding
Sky diving
Power Kiting

Table 3: Range of adventure sports in Scotland

From the variety of activities it is clear that there is diversity between guided and unguided activities, one-off
events and holiday based activities, each of which will attract one or many individuals from the segments
described above.
Case Study – Stag & Hen Groups & Adventure Tourism
One of the potential growth sectors for the adventure tourism market is from the Stag and Hen party. Due to
various factors pre-nuptial celebrations are increasingly lasting longer than the traditional one night. The factors
for this phenomenon include increasing personal disposable income, changing demographic of weddings (people
are waiting longer before marrying) and the evolution of the tourism industry (namely the growth of the budget
airline). Democratisation of the tourism industry has made the short break more affordable, and as such weekend
stag and hen parties are rising in prominence. With the advent of the budget airline, foreign destinations are also
growing in popularity however it has been noted that whereas in the past a younger demographic would have
been content with a traditional night out prior to a wedding, the older demographic today prefers a multi activity
break with friends which includes one or multiple activity pursuits along with food tourism and traditional stag
activities including drinks or casinos. Morgan Stanley predicted the UK expenditure on Stag and Hen weekends
in 2004 would be £532 million27 with stag parties spending on average £250 each on a weekend28. Stag parties
are developing in sophistication and travelling further a field. Hen parties tend to be more UK based with an
average spend of £194 each29. Popular activities for stag weekends include golf breaks, paintballing and quad
bikes with hen weekends preferring stretch limos, nightclubs and spa breaks30.
Caveat Emptor – Please note that any individual company mentioned in this case study should not be taken as an
endorsement of quality or value for money by VisitScotland. The organisations highlighted are representative of
the range available within the sector as a whole.
Looking at the market in Scotland, a specialist company “StagHenScotland.com” provide complete adventure
tourism packages for the pre-nuptial market. The company works with local suppliers around the country to
provide individual activities such as paintball, white-water rafting or canyoning along with budget to deluxe
packages including, accommodation, meals and activities starting from £99 through to tailored packages at a

12 of 19

variety of locations from Edinburgh, Perthshire up to the Highlands. “EdinburghStagParty.com” promotes a
combination of activities from the traditional stag and hen events through to adventure activities such as rafting,
cliff jumping or highland games. In addition to the promotion of the activities EdinburghStagParty.com specifically
mentions insurance products and safety advice therefore pre-advising potential customers of the risks and
precautions that should be considered. Listed as one of the top 50 best activity weekends by the Independent in
2002 on their website, naelimits.com is another adventure tourism provider which caters to but exclusively for the
prenuptial market. Day itineraries are available from £85 where two activities can be done from a choice of 10
ranging from rafting to clay pigeon shooting. Advice is given on the site discouraging mixing alcohol with
participation with the activities. Value added options are also promoted with an on-site photographer available to
record the event and tailored packages to provide a specific experience.
Research by Mintel31 found 57% of adults who have been or might go on a stag or hen night have or would
undertake three or more activities. Of the 57% previously mentioned 65% would involve an activity associated
with adventure tourism. The trend in the selection of activities is one of balance for the consumer, therefore the
Mintel research suggests that a typical stag/hen weekend would involve Extreme Sports followed by a meal and
concluding with a pub or club.
Prospects for Adventure Sports
Adventure Tourism is expected to remain a niche market within the overall holiday market within Scotland. The
popularity of the activities and the facilities are likely to increase over time as the sector is expected to continue to
grow over the medium term. Consumer research32 has found that although 37% of people prefer a relaxing
holiday, interest in activity breaks is increasing with 35% of respondents having already sampled adventure
tourism and 50% interested in going in the future. The advent of the low cost airline carrier has its pro’s and con’s
to Scottish tourism. The airlines provide a gateway for Scottish residents to fly to foreign destinations but it also
opens Scottish Tourism up to foreign visitors who want to sample the adventure tourism activities that are gaining
a worldwide reputation. In terms of market share, the domestic market will continue to dominate the adventure
tourism market, however with the multi-holiday culture found in the UK; the activity break in Scotland may decline
in duration as it is seen more as a short break activity. The overseas market is likely to be more dynamic as a
greater diffusion of European countries begin to travel, particularly as the newer accession countries tend to have
a younger demographic, and therefore propensity to travel and seek adventure.
Increasing personal disposable income and a focus on healthy living are seen as drivers to growing the activity
holiday market. The drivers for growth will need to be met by a flexible and dynamic industry which, whist being
driven by market forces will need to continually develop to ensure that consumer needs are met and as wide a
range of attractions are provided. As most consumers, as is shown in the segmentation, will use adventure
tourism companies if they are infrequent, inexperienced or sampling new activities (experienced adventure
tourists are generally more independent than other consumers in this sector) customer focus and clear
communication to provide sufficient information for consumers to make an informed choice.
Adventure tourism covers individual activities through to short and long breaks. A multitude of organisations are
involved in providing services from accommodation and food outlets to government agencies such as the Forestry
Commission for Scotland. As visitors could undertake adventure tourism as independents or through packages
and it can be one of potentially 47 or more activities, establishing a precise value is near impossible.
The Mintel report on Activity Holidays found in its consumer research that 30% of consumers agree that “Activity
holidays are a great way to escape the pressures of everyday life”, 28% say “Activity holidays are a great way to
socialise and meet new friends” and 25% said “they are ideal for families”. The report went on to outline the most
and next most popular desired future activities by socio-demographic category. Men were found to prefer water
sports (58%) and scuba diving (55%) activities where as women preferred skiing/snowboarding (52%) and hiking

13 of 19

(56%). The age group which expressed the greatest interest in an adventure sports holiday were the 25-34 year
olds (24%) and 35-44 year olds (21%) with skiing / snowboarding the most popular amongst the two age groups.
Unsurprisingly it was the pre/no family group (42%) which expressed the biggest desire for any kind of adventure
holiday, however in the family category it was the Families with under 10s only group (33%) which had the
greatest interest in adventure holidays with winter and water sports being the most popular activities. Third age
groups (20% interest in a future adventure holiday) stated that hiking/walking holidays would be the most likely
activity they would undertake with cycling and horse riding as alternate options.
Looking at the geographical location of the respondents and their interest in a future adventure holiday, the results
are shown in table 4(a & b):

Base: 1983 adults
aged 15+

Any
activity
holiday

Skiing/
snowboarding

Walking/
rambling/
hiking

Scuba
diving

Watersports
(eg sailing,
windsurfing,
canoeing)

None of
these

%
20
10
23
12
16

%
25
10
24
11
13

%
14
12
28
15
16

%
18
9
20
11
21

%
26
8
22
11
14

%
18
10
24
11
16

London
South
Anglia/Midlands
South West/Wales
Yorkshire/North
East
North West
11
10
7
11
10
13
Scotland
9
10
8
11
10
9
Table 4a: Most popular types of desired future activity holiday by region (source Mintel/NOP)

Base: 1983 adults
aged 15+

Horse riding/
pony trekking

Cycling

Multiactivity

Mountaineering/
rock climbing

Golf

None
of
these

%
%
%
%
%
%
London
17
16
23
19
16
18
South
16
8
11
6
6
10
Anglia/Midlands
17
22
23
23
32
24
South West/Wales
16
14
10
9
10
11
Yorkshire/North East
17
16
19
21
14
16
North West
7
19
11
18
12
13
Scotland
10
7
7
5
11
9
Table 4b: Next most popular types of desired future activity holiday by region (source Mintel/NOP)

The principal markets for Scottish tourism are found in the North and South-East of England. From table 4a it is
shown that combined these markets represent over 50% likelihood of a desire for a future activity holiday.
Looking to specific activities Multi-activity breaks and Mountaineering are the most popular with scuba diving and
cycling next. The Scottish market has a lower desire towards activity breaks in this survey, however water sports
and skiing proved to be the most popular activities when questioned.
The responses from the Mintel survey have shown that there is a strong potential market for activity sports based
in regions which show a favourable interest in holidaying in Scotland. Of the activities which have been shown to
be most popular, Scotland already has an infrastructure and landscape which may be marketed towards the
adventure sports tourist.

14 of 19

Forecasts & Scenarios
The United Kingdom Tourism Survey calculated the 2003 volume and value of Scottish activity holidays at 2.2
million trips and £631 million expenditure. The figures quoted show values where activity holidays are part or all
of the holiday. As adventure tourism is increasingly activity based this figure is used as a base for scenarios into
future volume and value. Calculations based on the Mintel forecast33 suggest that from 2003 to 2007 there will be
a 25% increase in activity holidays. The growth is due to increased personal disposable income, increasing
consciousness in health and wellbeing and greater interest in participation in activity sports. Based on the above
predication, three scenarios have been formulated to illustrate the impact on adventure tourism should specific
events occur.
A benchmark scenario has been created based around, although not exclusively on the Mintel forecast for Activity
Holidays. This follows trends for the UK and has been extrapolated to the Scottish Adventure tourism market.
This scenario assumes a static environment where no further investment and development occurs, therefore is
seen as a benign forecast. Scenario 1 is called “Scotland, Outdoor Centre of Excellence” where adventure
tourism to Scotland follows growth patterns in line with the ambitions project. It is assumed that 4% annual
growth in visits and 2.5% annual growth revenue from Adventure Tourism is participating in the Scottish Tourism
Ambitions project as a whole. Scenario 2 is entitled “Nanny State”, and is modelling a declining market. This
forecast is based on over regulation which is impacting on visitor numbers. The results of the models are shown
in Figures 4 and 5 which show a smooth average forecast for visits and expenditure from 2002 to 2015.
Forecast Adventure Tourism Trips to Scotland
4.0

Trips (Millions)

3.5

3.0

2.5

2.0

1.5
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Year
Baseline

Scenario 1 - Growth Model

Scenario 2 - Decline Model

Figure 4 – Forecast Adventure Tourism Visitor Trips to Scotland 2002 - 2015

Baseline scenario is based on forecast economic factors such as personal disposable income and demographic
indicators. From the start point in 2002, Adventure Tourism grows from 2.2 million trips and £592 million
expenditure to a peak of 2.8 million trips in 2011 and £756 million expenditure in 2013. As the market matures

15 of 19

visitor numbers stabilise with a slight decline in revenue due to consumer forces seeking value for money. The
volume and value of Adventure Tourism in 2015 is 2.8 million trips and £752.3 million expenditure.
Scenario 1 – “Scotland, Outdoor Centre of Excellence” has Scotland as “the” location for outdoor sports. The
notoriety of the landscape, facilities and range of activities promotes further worldwide sporting events to be
hosted from Scotland. As the global and national reputation increases visitor numbers grow, with industry
responding by providing a balance for beginners to experts without compromising the experience for anyone. The
result is that Trips and Expenditure grow from the 2002 levels (2.2 million trips and £592 million expenditure) in
line with the ambitions project resulting in a continued growth to 2015. The contribution Adventure Tourism
makes in 2015 is £848.6 million from 3.7 million trips.
Forecast Adventure Tourism Expenditure to Scotland
900.0

Expenditure (£ million)

850.0

800.0

750.0

700.0

650.0

600.0

550.0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Year
Baseline

Scenario 1 - Growth Model

Scenario 2 - Decline Model

Figure 5 – Forecast Adventure Tourism Visitor Expenditure\ to Scotland 2002 - 2015

Scenario 2 – “Nanny State” is based on the premise that as adventure tourism grows in popularity it becomes
subject to over regulation. As greater control of activities by the State occurs, over regulation damages creativity,
innovation and competition therefore fewer companies open in the sector. Increasing licensing fees and
exorbitant compulsory insurance policies mean that costs have to be passed on to the consumer resulting in
higher prices and a growth in unregulated activities which damages the reputation of respectable firms.
Consumers absorb the costs initially due to the innate attraction of adventure tourism in Scotland until the
essential element of the activities (the risk, the adrenalin or the wilderness aspect) is diminished through
regulation that the consumers travel elsewhere for the essence of adventure tourism they are looking for. In this
forecast, regulation begins in 2008, with the 2002 values for trips and expenditure ((2.2 million trips and £592
million expenditure) growing to 2.7 million trips and £714 million by 2008, growing another 4% in trips and 2%
expenditure in 2009/10 as consumers still come to Scotland for Outdoor Activities under the regulated industry.

16 of 19

By 2015, the over regulation has caused visits for Adventure Sports to decline to 2 million with expenditure of
£580 million.
So, what does this mean for sector development?
The role of sector development in adventure sports will be essential to ensure we live up to the promise as
“Europe’s Adventure Capital”.
Firstly, it will be important to offer tourists an all round experience. It is not enough to simply offer world class
adventure sports – we must also cater for their social needs and provide them with suitable hygiene factors e.g.
suitable accommodation, transport links etc. We have to educate tourism businesses to think about this emerging
but lucrative sector by disseminating research findings to these businesses so they understand the needs of the
market and how to target them effectively. This should extend to include businesses who are not solely tourism
related e.g. outdoor shops, restaurants, pubs etc.
The diversity in the range of adventure sports in Scotland allows us a year round product offering. Marketing
must communicate that sports are available all year round, while businesses should ensure opening reflects this
and also consider special offers to ensure visitors keep coming throughout the shoulder season. VisitScotland
can assist by helping facilitate the development of new products such as the “Adventure Passport” which was
launched last year, which offers discounts on a range of sports and also other tourism products in the Fort William
and Lochaber area.
The Adventure consumer tends to be a younger consumer and accordingly will be more internet savvy. Booking
online will be a priority for these consumers. At present, while many of the Adventure businesses have a web
presence and offer some elements of online booking, there is no one-stop shop for booking Adventure activities.
A requirement for this is one area that could be explored through further research.
In terms of booking, we should learn from our competitors and New Zealand, well know for it’s excellence in
Adventure Tourism, uses it’s Tourist Information Centres very effectively for booking sports. The staff in the
tourism information centres have a vast knowledge of the sports on offer and can book a wide range of sports for
visitors in a one-stop shop. Fort William and Lochaber TIC are looking to pilot a similar approach from summer
2007. If successful this could be rolled out.
In terms of quality, VisitScotland are putting together guidelines to ensure all Activity Providers can be part of a
QA scheme. This scheme will consider the overall visitor’s experience with relevant health and safety regulations
and insurance requirement will be fed into this scheme. This will eventually allow us to only promote businesses
who have been visited by a VisitScotland Quality Assurance advisor.
At the moment most of our marketing activity is focussed on the UK market, but as the international market
becomes more important to Scotland, there will be a requirement for business’s to look at how they position
themselves to attract the overseas markets. Working with other partners, like Scottish Development International,
we would be able to coach businesses on becoming “buyer-ready” and offer opportunities for Adventure Tourism
operators to meet buyers from international markets. We would also look to conduct further research into the
international Adventure market to fully understand the needs of overseas consumer.
Emma Campbell
Sector Development Manager - Active Scotland, VisitScotland

17 of 19

Conclusion
Scotland has a long tradition of providing an ideal environment for adventure sports. Adventure Tourism is
increasing in product range and diversity and companies are responding to demand. Adventure tourism is a
difficult area to define. It transcends all areas of the industry by being a single activity event, a purpose of a short
or long break and can be either organised by the individual or provided by a company.
Adventure tourism has been found, through market research, to cover all age, gender and social groups and
response to research shows that an increasing percentage of the population want to try an activity break. It is
currently found that Adventure Holidays are usually an additional short break and as such may be subject to a
decline should economic conditions deteriorate. The outlook for the economy in the medium term is optimistic,
and the forecast for Adventure Tourism is good, particularly with overseas markets. Scotland’s reputation on the
world stage for many activity sports grows annually with many high profile competitions returning year after year.
As with many other areas of tourism providers can benefit from following trends and adapting to changing
markets. Currently 70% of the market is domestic, however the main growth areas will be from abroad which will
perhaps require adaptation (language skills, translation of safety instructions, hire contracts etc) to accommodate
these burgeoning consumer groups. It is clear that Scotland has a lot to offer in terms of Adventure Tourism and
with a growing reputation from professional sportspeople and the natural environment the future of this sector is
promising. Adventure tourism is a valuable component of the overall Scottish Tourism product. As such it may
not contribute a significant amount in terms of direct revenue compared to other areas of the tourism economy.
Adventure tourism however does add value in terms of diversity in visitor experience and in that sense it is highly
significant and valuable.
Ewart A (1989) Outdoor Adventure Pursuits: Foundation, Models and theories. Horizons. USA.
Fennell, D (1999). Ecotourism. Routledge, London
3 Swarbrooke J, Beard C, Leckie S, Pomfret G (2003) Adventure Tourism: The new frontier. Butterworth Heinermann: Oxford.
4 Hotchkiss A (2006) Scotlands tourism sector to gain from pedal power. Scottish Enterprise. Accessed at http://www.scottish-enterprise.com/sedotcom_home/newsse/news-fullarticle.htm?articleid=183871 [on 08/03/2007]
5 Mintel (2005) Activity Holidays, Leisure Intelligence. Mintel International Group Ltd. London.
6 Page SJ, Bentley TA, Walker L (2005) Scoping the nature and extent of adventure tourism operations in Scotland: how safe are they? Tourism Management 26(2005)
381-397
7 Page S (2003) The market for adventure tourism in Perthshire and evaluation of the Perthshire activity days product. Unpublished Report for Perthshire Tourism Board.
University of Stirling
8 Mintel (2005) Activity Holidays, Leisure Intelligence. Mintel International Group Ltd. London.
9 Progressive Research (2003) The market for extreme/adventure sports tourism. Report for VisitScotland. Edinburgh
10 Mintel (2006) Sporting Activities in the Great Outdoors. Leisure Intelligence. Mintel International Group Ltd. London.
11 Anon (2005) Singletrack Success for Fort William. Singletrack Magazine News Release.
12 Progressive Research (2003) The market for extreme/adventure sports tourism. Report for VisitScotland. Edinburgh
13 Page S (2003) The market for adventure tourism in Perthshire and evaluation of the Perthshire activity days product. Unpublished Report for Perthshire Tourism Board.
University of Stirling
14 Hulme, M., G.J. Jenkins et al. (2002) Climate Change Scenarios for the United Kingdom: The UKCIP02 Scientific Report. Published by the Tyndall Centre, UEA
Norwich, April 2002
15 Scottish Executive (2002) And in 2080 the weather in Scotland will be… accessed at http://www.scotland.gov.uk/News/Releases/2002/04/1518 [on 16/01/2007]
16 Progressive Research (2003) The market for extreme/adventure sports tourism. Report for VisitScotland. Edinburgh
17 National Audit Office (2001) Tackling Obesity in England. Accesed at http://csr07.treasury.gov.uk/change/demographic/ HM Treasury [on 08/02/2007]
18 Jebb S (2001) What causes obesity? BBC Accessed at http://www.bbc.co.uk/health/healthy_living/your_weight/medical_obesity.shtml [on 12/02/2007]
19 Parliamentary office of science and technology (2001) Health benefits of physical activity. Postnote. October 2001 pp3
20 Fearis B (2006) Nearly a third of Brits are taking activity holidays, says survey. Travelmole, London.
21 Page SJ, Bentley TA, Walker L (2005) Scoping the nature and extent of adventure tourism operations in Scotland: how safe are they? Tourism Management 26(2005)
381-397
22 Snowdonia-Active (2004) Feasibility study into the establishment of a Snowdonia based cross-sector Activity Booking Structure. Accessed at http://www.snowdoniaactive.com/upload/documents/bookings%20stucture.doc [on 7/02/2007]
23 Gaskin K (2005) Getting a grip, risk, risk management and volunteering. England. Volunteering England.
24 Better Regulation Task Force (2004) Better Routes to Redress. London: BRTF.
25 Page SJ, Bentley TA, Walker L (2005) Scoping the nature and extent of adventure tourism operations in Scotland: how safe are they? Tourism Management 26(2005)
381-397
26 Page S (2003) The market for adventure tourism in Perthshire and evaluation of the Perthshire activity days product. Unpublished Report for Perthshire Tourism Board.
University of Stirling.
27 Anon (2004) Independent 13/08/2004
28 Anon (2004) Stag parties losing their sleezy image. Observer 18/04/2004
29 Anon (2004) Stag parties losing their sleezy image. Observer 18/04/2004
30 Anon (2003) Hen and Stag parties get more adventurous. Travel and Trade Gazette 11/08/2003
31 Mintel (2003) Stag and Hen Holidays, Leisure Intelligence. Mintel International Group Ltd. London.
32 Mintel (2005) Activity Holidays, Leisure Intelligence. Mintel International Group Ltd. London.
1
2

18 of 19

33

Mintel (2005) Activity Holidays, Leisure Intelligence. Mintel International Group Ltd. London.

19 of 19