Tourism in Scotland - Scottish Enterprise

Transcription

Sailing
Tourism in Scotland
8
opportunities
for growth
SAILING TOURISM IN SCOTLAND
Image: Sound of Jura. Kindly given by F. Bourke
Contents
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85970 WALKING:85970 WALKING
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Page 1
4. Opportunities for tourism businesses
26
5. Opportunities for sailing businesses 32
Gathering and using good market intelligence to drive innovation is a quick, easy,
cheap and effective way to improve your business. To support the industry in this
area, a joint initiative has been developed by Scottish Enterprise, Highlands and
Islands Enterprise and VisitScotland, Tourism Intelligence Scotland.
6. Links & resources
38
7. Next steps for Scotland
39
It offers businesses the opportunity to access, share and understand a range of
useful information – and can help businesses to get ahead and stay competitive.
Go to www.tourism-intelligence.co.uk to access the library of intelligence.
There are insights, hints and tips on a number of topics for every tourism sector.
What are the benefits?
Tourism Intelligence Scotland can help you to:
Obtain useful customer feedback and understand your customers better
Develop innovative products and services based on good market intelligence
PMS
Experience in Scotland
1
opportunities
for growth
1.Walking Tourism...
2.Scottish Tourism in the Future...
3.Knowing Our Markets...
Scotland’s Visitors
4.Golf Tourism in Scotland
5.Adventure Travel in Scotland
6.Food & Drink Experience in Scotland
7. Mountain Biking Tourism in Scotland
Food & Drink
4 colour
Other specialist guides
•
•
•
•
Listening to our Visitors
Scotland’s Historic Properties
At Your Service
Destination Development:
a practical online tool
Mountain Biking
Tourism in Scotland
6
opportunities
for growth
These guides are developed for Scottish tourism
businesses, offering relevant insights that will
help grow their businesses and also enhance the
experience they offer Scotland’s visitors.
PDF copies of all guides in the series are available
to download at www.tourism-intelligence.co.uk
Front cover image: Yacht racing on Loch Fyne, Argyll. Credit: P. Tomkins
7
opportunities
for growth
06
18
Find inspirational and relevant information quickly and easily
understand the Scottish tourism market better
walking tourism...
2. Key facts about sailing tourism
3. Who are our sailing visitors?
Tourism Intelligence Scotland is where forward thinking
businesses go for easy to use practical insights to inspire
them to get ahead...
Mike Balmforth
Secretary of Scottish Boating Alliance, and
President of British Marine Federation Scotland
04
Innovation in product and service development, and in business processes, is key
to the future competitiveness of the Scottish tourism industry. In this fast-moving
consumer marketplace, Scotland needs to continually make the most of its distinctive
strengths and keep up with growing competition. The more you know about your
customers, the better you can cater for them, the more satisfied they will be and the
more money they are likely to spend with you.
Tourism Intelligence Scotland is a key initiative in supporting the industry to achieve
growth and innovation in tourism.
This excellent new guide from Tourism
Intelligence Scotland clearly and concisely sets
out the business case for tourism operators
getting involved in the market and outlines the
practical steps that operators need to take to
grow their sailing-related business.
1. Introduction Understand global trends that matter to you
Learn from other businesses, share useful insights and collaborate
Be more successful and stay one step ahead
Register today: www.tourism-intelligence.co.uk or contact
us on 0131 449 8838 or [email protected].
By registering with TIS, you will receive the popular TIS
newsletter ‘Ear to the Ground’; each of the TIS guides as
they are produced; and you will be the first to know about
forthcoming events.
Sailing in Scotland
Scotland offers a world class and unforgettable
sailing experience. Yachtsmen from all over the UK
and across the globe come to enjoy our famous
coastal scenery, uncrowded waters and superb
Scottish welcome.
Over the last two decades the sailing tourism sector
in Scotland has been growing at unprecedented
levels. New marinas and extensions of existing
facilities have quickly absorbed the rising market.
This guide is aimed at both Scottish sailing
and tourism businesses including accommodation
providers, restaurants, bars and activity providers
which are based near the coast or one of Scotland’s
many marinas.
The guide will also show you how to use Scotland’s
best assets and the popularity of sailing to grow
your business,
attract more
visitors and
ultimately
improve your
bottom line!
03
Knowing the ropes
Introduction
Image: Kirkcudbright Marina, River Dee Estuary. Credit: P.Tomkins
1
1 INTRODUCTION
The key competition for Scotland is undoubtedly the rest of the UK – particularly the South East
and South West of England. Both areas have invested considerable resource in developing new and
existing sailing facilities, and providing access to high quality, purpose built, onshore facilities.
Northern France offers potential for weekend cruises, with the Baltic Sea and Spain for longer range
cruises. Closer to home, Ireland is a popular cruising destination.
Ahoy there!
Scotland is often described by enthusiasts as one
of the top sailing destinations in the world.
The combination of open sea conditions together
with the large number of islands, bays and
anchorages gives yachtsmen both sheltered sailing
and challenging adventures.
Regular sailing visitors from the UK and abroad, and from
all income groups, have been captivated by our untouched
sparkling waters, first-rate facilities, beautiful scenery and
abundance of wildlife. In fact, the Scottish sailing product
has become so popular, that in many areas the demand
for berths and moorings is exceeding the capacity, and the
number of potential visitors just keeps growing.
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Sailing tourism is big business
Yachting can be an expensive pursuit and traditionally
attracts people with a high disposable income. Given this
association with the luxury end of the market, it’s no
surprise that sailing is a good business sector, which
attracts large numbers of high-spending visitors. But this
visitor market is actually widening as sailing becomes
more accessible in terms of opportunities and costs.
Current tourism trends are attracting a whole new audience
of participants, such as the visitors who are looking for
authentic experiences and are keen to sample our local
produce. Others may combine a sailing trip with golf,
wildlife- watching or photography, mixing their love of
scenery with a taste of the ‘real’ Scotland. And don’t forget
the partners or crew who like to shop and visit attractions!
According to Watersports and Leisure Participation Survey
2010 by the British Marine Federation (BMF), an estimated
1.1 million boats are owned by UK households, and 2.9 million
UK adults participate in a boating activity of some kind!
That is a vast potential market for Scotland, which depends
on attracting UK visitors; could we entice more of them to visit
and moor here, with our fantastic sailing environment and
competitive prices?
A second report by BMF, Marine Leisure – European Overview,
looked into demand for boating in nine key European countries
and found that some 17 million people participate in boating
activities, 24% (or 4.1 million) own a boat, and a further 30%
(5.1 million) have regular access to a boat. Of these, around
600,000 craft are capable of sailing to Scotland! This huge
market is still largely untapped in Scotland.
The key issues for the South Coast of England are crowded marinas, higher prices and busy waters –
weaknesses that Scotland can capitalise on.
What makes
Scotland stand out?
* A unique coastline of
lochs, mountains, islands
and beaches
* A natural freshness and
unspoiled scenery
* An uncrowded environment
* A friendly welcome
h
* Long summer evenings wit
extended daylight
* Sailing options for both
the expert and the
relative beginner
“
e
* A wide variety of wildlif
* Secluded islands
* Onshore facilities
* Major marinas
* Very low levels of
bureaucracy and regulation
* Wilderness destinations
that cannot be reached
any other way
The water surrounding our shores is an untapped resource. The provision
of world class facilities and investment in our infrastructure and our people will
ensure we can compete on an international level with an international product and
truly reach out to an ever more discerning traveller.
The guide is a great platform to showcase the opportunities for growth and in
particular develop long lasting partnerships that synergise the visitor experience
providing stability and growth.
Iain Jurgensen
General Manager, Portavadie Marina
Why should you
get on board?
Scotland’s strong sailing
product is already delivering
a large number of visitors
onto our shores, but are
we making the most of this
incoming business and
building on it?
What Scotland lacks is a
joined-up experience for
sailing visitors when they
come ashore.
Sailing and tourism businesses
have a great opportunity to work
together to give our sailing visitors
an unforgettable trip.
This is not necessarily about spending
more money – it is about working
together to combine existing offerings
and create sailor-friendly services
and packages. The result will be more
visitors, more repeat visits, and more
business for everybody!
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2
2 KEY FACTS ABOUT SAILING TOURISM
KEY FACTS ABOUT SAILING TOURISM
Visiting Boat Expenditure
Image: Croabh Haven, Argyll. Credit: P.Tomkins
Value of the market
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The value of the sailing market in Scotland is currently
estimated at between £270 and £300 million. Just over
£100 million of this can be attributed to direct and indirect
spend generated by sailing tourism, and over a quarter
of this figure is contributed by non-Scottish boat owners!
Although the South of England dominates the industry, Scotland
has a substantially higher share of the market than any of the
areas adjacent to it, including the North West and North East of
England, and Northern Ireland.
Boat origin
Average expenditure
per person
Average number of
people per vessel
Total spend
per boat night
Scottish
£43.75
2.97
£129.94
Non-Scottish
£39.68
3.3
£130.94
Source: Sailing Tourism in Scotland 2010 by Tourism Resources Company in association with EKOS and British Marine Federation, commissioned by Scottish Enterprise
The Sailing in the Clyde Estuary report commissioned by Scottish Enterprise
and supported by Highlands and Islands Enterprise tells us that the 28% of
the annual boat spend in the Clyde is tourism related.
The expenditure of the sailing sector in Scotland can be split into
two categories:
Visitors coming here to enjoy sailing tend to come in groups, so the total
spend per boat night can be relatively high. If nearly one third of this
expenditure could be on tourism activities, then there is clearly money to
be made for everyone from food providers to local attractions.
• Resident berths and moorings (includes resident Scots
and those who live outside Scotland but choose to berth their
boats at a Scottish port)
The make-up of yachting visitors and their interests can vary greatly, for
example all-male groups may be interested in distillery visits and
action-packed activities, whereas family groups may be looking for more
relaxed dining and greater amenities. Think about your business offerings
and what groups you could appeal to.
• Visiting berths
In Scotland we have a good mix of each type of facility spread across
four areas, but the Sailing in Scotland 2010 research report identifies
that the focus of future market activity and development needed to meet
demand should be on the Clyde and the West Coast, with more modest
levels of development needed in the North and even less on the East
Coast where the market mainly revolves around local boating activity by
Scottish residents.
Total Visitor Spend
Area
Resident Beths
Visitor Berths
Total
Clyde
£34,037,443
£10,059,914
£44,097,357
West
£18,091,028
£21,084,603
£39,175,630
North
£6,624,716
£3,500,956
£10,125,672
East
£6,603,185
£1,318,078
£7,921,262
Total
£65,356,371
£35,963,551
£101,319,921
Doune
Holidays,
Knoydart
Doune Holidays provides fully catered accommodation on the
western shore of the Knoydart peninsula, including a large
purpose-built lodge for groups. Passing yachts can moor up free
when they visit the award-winning Doune Dining Room, renowned
for its fine local food.
Owner, Martin Davies, understands what his sailing visitors are
looking for. “They want a good welcome, a wholesome meal and
somewhere safe and secure to moor. We also offer hot showers
and can provide a hearty breakfast in the morning if requested.”
REMEMBER that sailing visitors
have the potential to spend a lot of their
docked time ashore.
After many hours at sea they will be keen
to relax on dry land and are likely to spend
money on food and drink, entertainment
and occasionally accommodation.
However, their sailing activity is weather
and time dependant and advance planning
can be a problem, so it’s important that
your business is really flexible if you want
to make the most of their business.
Full board guests can also take advantage of the magnificent
coastal scenery of the Hebrides. Martin says, “Guests staying
in the lodge can charter one of our two boats and explore the
remote waters around Knoydart and beyond. We get a lot of
groups of photographers, divers and walkers who use Doune
as a base to explore the islands.”
Martin advertises in a range of sailing publications, such as the
Clyde Cruising Guide, and finds that increasingly there are more
yachts coming further north of Ardnamurchan Point, especially
now that there are improved facilities at Arisaig and Mallaig.
Martin’s Top Tip:
“Be good! Exceed expectations because word-of-mouth is a
very powerful tool.”
www.doune-knoydart.co.uk
07
Benefits of sailing tourism
to the economy
•Sailing visitors are generally yacht cruising holiday-makers who sail
into a destination and spend at least one night there. But they can
also include yacht racing participants, sailing event and festival
visitors, sailing package holiday or independent cruising sailors.
08
•
Crewed boat businesses are either owned independently or operated
by a tour operator, and tend to offer day-type excursions like sport
fishing, diving, wildlife-watching, and can run short cruises of up to
a week or more.
•
Sailing-specific commercial enterprises are the dedicated facilities and
services needed to accommodate sailing, and they include marinas,
boatyards, moorings, marine equipment supply shops, chandlers and
marine financial services.
•
Sailing tour operators offer day excursions on a crewed boat, however
tour operations can involve management of resorts, operating multiple
bare and crewed boat charters, offering sailing courses, and organising
rallies and flotillas.
• Sailing events which include regattas, organised social events,
conventions and trade fairs.
•Specific commercial businesses in a community such as taxi
drivers, car rentals, travel agents, banks, restaurants, supermarkets and entertainment.
“
Set your ship on course!
Here’s a quick checklist of some of the things
your sailing visitors might be looking for:
•Friendly welcome
•Hearty warm meal
•Hot showers
•Food and drink supplies including local produce
•Somewhere to dry off wet clothing and gear
•Cosy bar with local ales and live music
•Somewhere to dispose of rubbish
•Information about local activities
•Transport from the marina or anchorage
Sailing tourism is in many ways similar to the
self-catering sector – the only difference being
that sailors do not always base themselves at
one single location. Their accommodation is mobile,
so their expenditure can be spread out over several
stops and is often concentrated in rural areas.
This is particularly relevant for remote destinations
where there are few development opportunities.
Local communities in rural areas have a real
opportunity to benefit from sailing tourism by
encouraging boats to stay overnight and enticing
their crews to spend locally in bars, restaurants
and shops.
The term ‘sailing’ can cover several
different activity types including yachting,
dinghy sailing and powerboating, canal
and loch cruising, day excursions, tutored
sailing courses, as well as yacht and
dinghy racing events.
Most sailing on Scottish waters will be on
yachts. A yacht is usually a sailing or
motor-powered recreational boat used
either for a holiday, for cruising or racing.
Below is a summary of the types of boats commonly seen in Scottish waters:
Day yachts or dinghies
Main uses are for owners and club members on leisure trips, for sailing lessons
and training, in racing events and at resorts where sailing is a day activity.
Motor yachts
Used for cruising holidays and days trips such as fishing trips, scuba diving
and wildlife-watching trips.
Weekender yachts
Mainly used for two to three day cruising trips and may also be chartered.
Boats can be chartered ‘bare boat’ (you sail yourself) or ‘crewed’ or ‘skippered’.
Crewed boats come with their own skipper.
Cruising yachts
Usually sailed by their owners on long, occasional or semi-permanent cruises.
Like weekender yachts, they may also be chartered.
Large yachts
Luxurious vessels that accommodate a large group and cover great distances.
Racing yachts
Yachts where a high priority is given to race performance and so have different
requirements to leisure yachts.
Specialised
commercial yachts
Large motor yachts used for taking commercial parties on sport fishing and scuba
diving trips.
Canal/loch cruisers
Many owners choose to sail their own boats on the canal or loch network, either
for the day or for longer trips - however, an increasingly popular type of holiday is
to charter a commercial canal boat from a tour operator.
Can you offer the key things they are looking for?
Be it river cruising, yachting, taking part in a racing regatta, or
simply attending a water-based festival or event, sailing tourism impacts
on many areas of Scotland – and with expected growth of 45% over
the next ten years, there’s never been a better time for tourism operators
to get on board and capitalise on what is a fantastic business opportunity.
With sailing tourism benefiting so many types of business – from shops, pubs
and restaurants, to visitor attractions and activity operators – the biggest
opportunities will come from businesses working together in partnership to
give our sailing visitors an unforgettable experience.
Bob Downie
CEO, The Royal Yacht Britannia
What is sailing?
”
09
Image: kindly given by D. Cooper
Sail Scotland
Sail Scotland, the industry marketing consortium
for sailing in Scotland, is described as the one stop
shop for information relating to recreational boating
in Scotland. They provide information on weather
and tides, marinas and boatyards, yacht charters
and sailing schools. Their website and annual
brochure provide listings of sailing businesses
and sailing-related businesses which visitors can
book with.
Do you know?
Berthing supply
There are lots of visitor moorings around Scotland,
some of which are free for sailing visitors and
attached to accommodation providers and
restaurants. These have a big appeal for sailors,
who may even plan their journey around these
convenient stops. Do you know where the closest
moorings are to your business and can you
advertise there?
Sailing Tourism in Scotland reports that Scotland has over 11,000 resident marina berths and moorings with occupancy
of around 95%. Almost 1,700 more are available for visitors, with overnight visitor boat trips approaching 167,000 and
growing. The report identifies the potential for around 4,700 new marina berths and moorings by 2019.
Resident berths and moorings in all four sailing areas are widely used by Scottish residents for their own boats. However
the high concentration of facilities on the Clyde and West Coast means that a significant proportion of available berths and
moorings there are also used by non-Scottish residents.
See www.bluemoment.com/scotmoorings.html
for a list of some visitor moorings.
EAST0.5%
Scotland has numerous marinas and pontoon facilities
which are on the increase, in line with Scotland’s
popularity as a sailing destination.
Scotland’s sailing areas can be broken down into four main geographic areas:
Clyde
West
North
East
Local Area
CLYDE21.5%
East
9%
North
16%
NORTH3.2%
Scotland’s key sailing areas
Geographic Area
National supply of visitor berths
WEST13.6%
Find out more about Sail Scotland throughout the
guide and by visiting www.sailscotland.co.uk.
10
Proportion of resident moorings owned by non-Scots
Visitors
Facilities
The Clyde Estuary
and Solway Firth
Ten large marinas, together with
Mainly from Northern Ireland and other
numerous boatyards and pontoon
parts of the UK and Eire, as well as
facilities. Many with bars, restaurants,
boats resident elsewhere in the Clyde
shops and other services
Argyll, Ardnamurchan to
Gairloch, and the Outer
Hebrides
Similar to the Clyde but higher levels
of visitors from elsewhere in the UK /
Eire and overseas nationalities
Five major marinas on the mainland
coast together with many smaller
boatyards and pontoon facilities
Gairloch to Helmsdale,
Orkney and Shetland,
and Helmsdale to
Peterhead
Other parts of the north area, as
well as a good number of European
boats from across the North Sea
e.g. Scandinavia
Orkney has three marinas whilst
Shetland has four with a further
seventeen recently constructed
small marinas or pontoon facilities
Peterhead to Fife Ness,
and Fife Ness to Berwick
Very small proportion of the overall
Scottish total, mainly generated by
boats from within the area
Eight marinas forming an effective
chain along the coastline, supported
by a variety of pontoon facilities at
some of the fishing harbours
For more information on individual marine facilities across Scotland go to
www.sailscotland.co.uk and www.welcomeanchoragesscotland.com
Charts source: Sailing Tourism in Scotland 2010 by Tourism
Resources Company in association with EKOS and British Marine
Federation, commissioned by Scottish Enterprise
Clyde
38%
West
37%
In addition to the ‘home port’ visitors, we have visitors that come here to hire or charter boats during their visit. The pie chart
above outlines the proportion of berths available for visiting boats in each area. As can be seen, Clyde and West have the
biggest supply of visitor berths, but there is availability all over Scotland.
If your business is near these berths, how could you tap into
these regular boating visitors? Can your business offer them
the authentic Scottish experience that non-Scottish visitors
are looking for?
Portavadie Marina
Portavadie Marina is now being marketed as a destination
with a marina at its heart. Major investment over the last few
years has seen 230 berths added, new sailing facilities
such as showers and laundry facilities, retail and chandlery,
two restaurants, and a fantastic range of new accommodation
options. The changes have resulted in 55% year on year
growth, and further additions are still in the planning.
General Manager, Iain Jurgensen, says, “The additions have
had fantastic feedback. We want people to come to Portavadie
for a day out, whether they are sailing or not. By 2012, we
should have 120 beds over 32 properties. We also have a unique
purpose-built marquee that can be used for weddings, and we’re
planning to build a leisure club. This is something we’re going to
ask our customers about - what they want to see next.”
Portavadie is a founding member of joint marketing scheme the
Kyles Marketing Group, which brings together local businesses
How can you make sure these visitors, who are new to the
area, are aware of your business? Can you hand out marketing
materials at marinas so they know where to find you?
to help promote the entire area. They also engage with other
businesses through a mentoring programme, providing
cross-over training for their staff. “Our staff are the ambassadors
of our brand and vital to what we do,” says Iain.“We encourage
them to engage with customers. We also have a customer
feedback system using cards, which are collated and discussed
monthly to review and improve performance.”
The success of Portavadie is impacting on the wider area. Footfall
is up and visitors are coming to the area who have never been
before. They also support local artists and food suppliers, and
their next focus will be on bringing in more corporate business.
Iain’s Top Tip:
“In the current financial climate, people are more than ever
looking for value for money and good service. Consistent
delivery every day for every visitor is vital.”
www.portavadiemarina.com
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MalinWaters Initiative / Sail West
Tuition and courses
The new MalinWaters brand, launched in summer of 2011,
is the consumer brand of the Sail West marine tourism
project. Donegal County Council is the lead partner on the
Sail West initiative, which is worth €8 million and involves
a range of partner organisations from Ireland, Northern
Ireland and Scotland.
Some people might assume that sailing is limited to
the sea, but actually there are many visitors that come
to enjoy the beauty of our Scottish lochs, such as Loch
Morlich, Loch Earn, Loch Lomond and many more.
Fresh water is a favourite for sailing courses, and
with many Royal Yachting Association (RYA) approved
establishments in Scotland, visitors have the best
possible range of opportunities for watersport tuition.
There are more than 25 sailing schools located all
around the country offering tuition in windsurfing,
dinghy sailing, cruiser racing, cruising and power boating.
The initiative aims to link the coastlines and develop the
infrastructure across these regions. The project is part
financed by the European Regional Development Fund with
co-funding provided by the Department of Enterprise, Trade &
Investment (DETI) in N.Ireland & the Department of Transport,
Tourism & Sport (DTTS) in Ireland.
MalinWaters aims to support tourism businesses by
providing information about innovation in the development
of new products and services, as well as providing the opportunity
to share knowledge and best practice between stakeholders
and businesses.
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What are the key aims of MalinWaters?
The Sail West project aims to provide a cohesive marine leisure
development strategy linking the seas and coastlines of Counties
Donegal and Sligo in Ireland, the North Coast of Northern Ireland
and the West of Scotland. The project has funded ten capital
infrastructure schemes and five feasibility studies that together
will help improve the quality of our product. It has also funded a
marketing programme of activity.
Image: East Loch Tarbert, Argyll. Credit: P.Tomkins
MalinWaters aims to:
· Attract new marine leisure visitors from outside the area
· Encourage a better flow of those visitors within the area
· Encourage residents to participate in marine-leisure activities
· Promote existing links, both cultural and physical, among the
Sail West regions
How can your business get involved?
Frank McGrogan explains, “The partners plan to establish a
knowledge exchange network across the MalinWaters region that
will bring the knowledge and expertise of tourism businesses
to bear, and also where possible provide them with assistance to
grow and improve their businesses.”
For businesses based on the West Coast of Scotland, sign up for
more information at www.malinwaters.com.
The team behind the project liaised with over 20 project
partners across three jurisdictions to ensure the content
and format were just right.
Frank McGrogan, the Project Manager of Sail West, tells us,
“The website includes a comprehensive range of information
relating to marine tourism activities in the Malin sea area,
including sailing, surfing, angling and diving providers,
accommodation, hospitality, towns and villages, attractions,
news and events.”
Partners in the initiative have a lot of input to the site, and it
includes a content management system so they can update
relevant information. MalinWaters partners based in Scotland
are also working closely with VisitScotland to create content.
Frank explains that MalinWaters will be a vehicle for
communicating useful advice to businesses involved in
water tourism. “We hope to include tips on the new website
and through a series of thematic regional workshops involving
relevant stakeholders to be held over the course of the
three-year MalinWaters marketing campaign.”
Would any of your visitors be interested in trying
out sailing? Have you asked them?
Consider advertising the opportunities at your local
sailing school as a fun alternative activity for visitors.
Sailing courses contribute directly to Scottish tourism
through the income earned and indirectly by ‘creating’
new potential boating visitors. RYA, for example, offers
a full range of courses covering the skills needed to
learn the basics to skipper a boat, such as navigation,
meteorology and survival techniques.
Royal Yachting Association
In addition to providing world class training, the RYA is also
the sports governing body for all types of boating. They have an extensive
network of partners, affiliates, and recognised training centres across the country,
representing some 5500 members in Scotland and 102,000 in the UK.
The RYA also run ten Sailing Development Groups covering all 32 local authorities
in Scotland. These groups bring interested parties in sailing together from across
all boating disciplines and are a great source of regional information for businesses
who are interested in developing new opportunities, or working with others.
Another way for businesses to benefit from the RYA is by getting involved in the
many large and small events and activities that they run across the country.
James Stuart, Chief Operating Officer, RYA Scotland says, “Sailors love to tell
stories of their trips and adventures. A business that understand sailors and
offers services sympathetic to their needs will undoubtedly be mentioned as
these stories are told. With a growing market, word of mouth advertising like
this could benefit your business considerably.”
www.rya.org.uk
REMEMBER that course participants will need places to stay and also
to eat – and they will likely be back in the future! Can you collaborate with
your local sailing school and find out what their participants need?
Galloway Activity Centre, Loch Ken
Galloway Activity Centre (GAC) offers a wide range of exciting
outdoor activities, several of which are water-based.
Opportunities range from short day tasters and progression
sessions to full week courses, depending on a visitor’s needs.
A key tourism trend at the moment is the desire among visitors
to try something new, gaining skills and knowledge. GAC owner,
Richard Hermon, explains that their 1½ hour taster sessions
are proving very popular. He says, “I think our visitors are
looking for something different to try; a new water sport
provides them with that excitement. Others may have done
one of our previous courses and come back to take it further.
Repeat visitors are probably around 60% of our business.”
GAC focuses on marketing online through its own website,
Facebook, TripAdvisor and now YouTube. They have a database
of previous visitors and keep them updated with events
through their monthly e-newsletter, ‘Splash’. Richard says,
“We also work with other activity centres and accommodation
providers by including reciprocal links on our website and
passing on recommendations. Nearly 10,000 people pass
through the centre each year and 6,000 on courses and
activity days so it’s a lot of exposure.”
GAC attracts large groups of visitors by offering targeted group
packages, such as birthday days, corporate days, hen and
stag parties and schools visits. They are popular with youth
groups because they provide RYA (Royal Yachting Association)
and other National Governing Body accredited courses.
Richard says, “We provide children’s and adult’s sailing and
windsurfing courses, beginners to advanced, catering for
anyone who is interested. Sailing is competing with other
popular activities like mountain biking, so we want to attract
more people into sailing as a sport. We have course
participants from all over the world. This year we had one from
India, one from Fuerta Ventura, one from Cyprus and a handful
from France and Spain.”
Richard’s Top Tip: “Invest time and effort in recruiting good, enthusiastic,
well motivated and competent staff, and train them well.”
www.lochken.co.uk
13
14
Message in a bottle: Distillery Cruising
Sailing events in Scotland
Springbank
Distillery,
Campbeltown
Scotland and whisky go hand in hand. The interest in
combining a sailing tour with visits to coastal distilleries
has become so popular that it is a tourism draw in its own
right. What better way to finish off a long day at sea than
with a wee dram!
Do you know that there are hundreds of sailing events
taking place around Scotland every year, many of which
are open to non-club members? And that for every
sailing event in your area, there are potential visitors
for your business?
The oldest independent family owned distillery in
Scotland, Springbank is located just a short distance
from Campbeltown Harbour.
Pete Currie, Marketing Manager, says, “The summer
months are big business for us with the sailing
market. Campbeltown can provide a bit of shelter
when the weather is wild, so stormbound visitors
come looking for alternative, indoor activities.
A distillery is the perfect option, and we have a new
tasting room and shop that are drawing more
people in.”
Springbank advertises at the harbour pontoons, and
they also do marketing through the Kintyre Express –
the speedboat that links Campbeltown and Northern
Ireland. Pete says, “Most golfers come in by water
now and travel from Campbeltown up to Ayrshire. With
the growing popularity of golf in Northern Ireland, we
hope the Kintyre Express will bring even more visitors
that way.”
As many sailing visitors are living on their boats, they
tend to be good spenders. Many will come ashore
for group tastings and enjoy a few drams and take a
bottle or two back to the boat. Pete goes on, “The
distillery attracts a lot of European visitors looking
for the authentic Scottish experience. They want to
increase their knowledge of whisky, how to pair it with
food and so on, so our educational approach really
seems to work.”
Springbank also works closely with Scottish events to
promote to a wider market. “We’ve done tastings at
the Scottish Series in Tarbert and we’re also involved
with the Food From Argyll initiative, which showcases
the best in local food and produce at events such as
the Pipe Band World Championships.”
As well as the many boats
visiting distilleries in the course
of their cruise, a number of
distillery cruising products have
been developed, but perhaps
the most famous is the ‘Malts
Cruise’ by World Cruising. United
by a passion for sailing, scenery
and single malt whisky, crews
embark on a voyage through the
Inner Hebrides. Pete’s Top Tip:
“Sailors talk, so quality service is vital. Most of
our tour visitors come from recommendations,
and they are the visitors that will come back
again and again.”
www.springbankwhisky.com
Starting in Oban with a social
event and parade of sail, the
fleet heads to Tobermory for
some traditional entertainment.
Yachts then select their own
route to the next rendezvous
in Port Ellen on Islay, allowing
exploration of the islands and
secluded anchorages
of the West Coast. It’s not just about sailing
though, as the ‘Malts Cruise’
is also an opportunity to
experience traditional Scottish
hospitality, local specialities
like scallops and whisky, and to
enjoy their shared interest with
their fellow cruisers.
For more information go to www.worldcruising.com/maltcruise.
Impact of sailing events
Sailing events, which generally revolve around racing
and regattas, are big business worldwide.
EventScotland is focusing its efforts on attracting a
number of larger, prestigious itinerant events to Scotland,
such as the International Sailing Federation (ISAF)
‘Sailing World Cup’, which takes place in numerous
locations across the world; events requiring ‘port of call’
facilities, such as the ‘Volvo Ocean Race’; and ‘Classic
Yacht Rallies’ which currently take place in various
locations worldwide.
Racing attracts big money media coverage, large numbers
of spectators, and is often accompanied by a considerable
circus of teams, with their equipment and personnel all
requiring accommodation, food, drink, travel services,
transport, entertainment and financial services.
The ‘Scottish Series’ attracts a big following from both
resident and overseas participants and spectators. The
‘West Highland Yachting Week’ is also a major event
attracting up to 1,000 participants each year!
‘The Tall Ships Races’ involve four or five different host
ports each year. In 2011, Greenock and Lerwick were
selected as host ports. This is a fantastic opportunity
for selected destinations to showcase what they have
to offer.
Scottish Enterprise’s Sailing Tourism in Scotland 2010
research report suggests that there is an opportunity in
• Do you know what sailing events are
happening in your area?
• And do sailing event visitors know
about your business? Are you advertising
through your local sailing club?
Scotland for clubs and commercial companies to create
new event products,including flotilla sailing events and
themed cruising routes such as wildlife and golfing.
How can your business get involved with local events?
Can you offer services to existing events, or if you
have a sailing business, can you work with local
sailing clubs to create a new themed event?
Events also rely on a high number of volunteers, so
could you provide services for the volunteers?
Here are some examples of sailing events that take place around Scotland.
To find out about sailing events taking place in your area go to www.ryascotland.org.uk.
EVENT
WHEN?
WHAT DOES IT INVOLVE?
Brewin Dolphin
Scottish Series
May
One of the UK’s top yachting regattas based at Loch Fyne and Tarbert on the
Mull of Kintyre www.clyde.org
Three Peaks Yacht Race
June
From Wales to Fort William, through Argyll cruising waters, including sailing,
cycling, running and climbing www.threepeaksyachtrace.co.uk
Moray Firth Flotilla
June
Down the Moray Firth from Wick to Portsoy, to arrive at Portsoy in time for the
Scottish Traditional Boat Festival www.wickheritage.org/flotilla
The Crinan Classic
Boat Festival
July
For both sail and power boats, centred around the picturesque basin at Crinan
www.crinanclassic.com
Hebridean Maritime Festival
July
Held at the famous Stornoway harbour www.sailhebrides.info
Largs Regatta Week
August
An annual event catering for both keelboats and dinghies www.largssc.co.uk
Kippford Sailing Week
August
Annual racing event held at Solway Yacht Club, including an exciting social
programme for participants and visitors www.thesyc.co.uk
July
Annual race from Lossiemouth to Kirkwall, bringing a host of visitors to the
local harbours www.visitorkney.com/sailing
Orkney Challenge Yacht Race
Arbroath SeaFest
August
Based around Arbroath Harbour and its new marina, this annual festival
also showcases specialty food, handmade crafts and traditional music
www.arbroathseafest.co.uk
15
Itinerant events, such as the ‘World Laser Radial Championships’,
which took place in Largs in July 2010, can attract competitors
and spectators from around the world. The evaluation study
undertaken for this event found that it generated significant
economic impact for the local economy.
Key findings include:
16
•The event attracted a total of 1,293 unique visitors.
•Three out of five visitors to the event came from outwith
Scotland, and almost half were from overseas.
•Over half of respondents had not visited Scotland before.
•78% stayed one night or longer in the area, with the average
length of stay for UK visitors (resident outwith Scotland)
being seven nights, and for overseas residents ten nights.
•78% indicated that the Championships were the sole reason
they had decided to visit Scotland.
•The event generated £626,000 of visitor expenditure, most
of which was spent in the local area. This included spend on
accommodation, food & drink, entertainment, transport
and shopping.
While sailing events can generate significant economic spin-off
in their own right, their main power can be in driving associated
tourist spend on goods and services in the local area either
by sailing enthusiasts coming specifically to watch the event,
or other types of visitors drawn to the area simply because of
the additional ‘buzz’ and spectacle generated by the hosting
of a sailing event.
Are you promoting local sailing events on your website?
And how are you making sure that attendees at these
events hear about your business?
Largs Yacht Haven
Largs Yacht Haven is established as one of the finest marinas in
Scotland. Recent investment has put it on the world map and enabled
the Scottish Sailing Institute to bid and secure major international
events, including the ‘World Laser Radial Championships’ in 2010.
Roger Jones, Largs Haven Master, says,
“Our excellent location is a major factor
in our success, but it’s our package of
accessibility, top quality facilities,
entertainment and presentation that sets
us apart.”
The marina is open 24 hours a day, seven
days a week, and is protected by roundthe-clock security. The team there is
committed to delivering the highest level
of customer service and their facilities
include free showers, free Wi-Fi, a wide
choice of bars, restaurants and coffee
shops, and even a spa! Marine services
include chandlers, yacht charter and
sailing tuition.
With a vast number of sailing visitors
coming to the marina each year,
Roger believes there are many
opportunities for local businesses to
get involved. “Sailing is highly
dependent on the weather, so often
there is a captive market looking
for other things to do near the marina.
As well as shopping and eating, many
want to try other sporting activities.”
He also advises there are several
marketing opportunities.
“Some sailors stay ashore during their
visit, so we can direct them to local
accommodation providers. We have a
notice-board down by the marina where
businesses can post information, and
we print an annual sailors’ handbook
with adverts from local businesses –
everything from restaurants to
bike hire.”
Roger’s Top Tip:
“If your tourism business is based near
the coast, consider providing free
moorings. Having somewhere secure
to moor a boat is a massive draw for
sailors and a sound investment.”
www.yachthavens.com/largs
Top Tips
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Image: Tarbert, Argyll. Credit: P.Tomkins
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17
Image: Tinker’s Hole, Mull. Credit: kindly given by C.Mitchell
3
3 WHO ARE OUR SAILING VISITORS?
WHO ARE OUR SAILING VISITORS?
Profile of sailing visitors
As sailing is such a varied sector, the
demographics of groups and individuals will
vary according to the type of sailing activity
undertaken. For example the profile of somebody
taking a day boating excursion or canal trip
will naturally differ substantially from somebody
who owns their own yacht and spends lengthy
periods cruising the world’s oceans.
Age
In general, sailing tends to be an expensive pursuit
so sailing visitors are typically affluent with a high
disposable income. However, this can vary greatly – for
example, day sailing excursions for those participating
in trips such as wildlife-watching or scuba-diving are
accessible to the mass market.
A study of Scotland’s transit users, Boating Demand in
Scotland by TNS Travel & Tourism for British Waterways
Scotland, may have been based on canal visitors, but it
does give us a good picture of the kind of people who
come to Scotland to sail.
Type of Boat
The Sailing in the Clyde Estuary report, commissioned
by Scottish Enterprise and supported by Highlands and
Islands Enterprise, also highlights that more women and
families are participating in sailing than ever before.
This provides a fantastic opportunity for local tourism
businesses to provide services and facilities that are
tailored to these visitors.
What can your business do to appeal to families with children?
Can you offer group discounts or tailored menus?
18
25 - 34 (2%)
35 - 44 (7%)
45 - 54 (26%)
55 - 64 (38%)
65 + (26%)
71%
11%
9%
1%
54%
Friends
54%
Children
18%
Boating Group
8%
Alone
5%
Motor Motor Narrow
Yacht Cruiser Yacht Boat
From these charts we can see that a large proportion of our sailing visitors are
retired or approaching retirement, most opt for a yacht, and couples or friend
groups are very popular. It has also been noted that there is a good balance
of men and women (licence holders are usually male, but the distribution of
yachtsmen is more equal) and South East’s report, Leisure Cruising in the South
East of England 2005, found that yacht cruisers often arrive in parties of three.
Sailors’ Length of Trip
30 days
or more
(15%)
Up to
4 days
(35%)
16 to
29 days
(13%)
9 to
15 days
(14%)
Who is in the Group?
Partner/Spouse
The report Sailing in the Clyde Estuary also gives us
an indication of sailing itineraries.
5 to
8 days
(23%)
A large proportion of visitors will be spending long
periods on their boats and will be looking for ‘home
comforts’ when they come ashore.
The Pierhouse Hotel
& Seafood Restaurant
The Pierhouse Hotel provides a welcoming overnight stop
after a fantastic day’s sailing near Port Appin, Argyll. With 10
free moorings offered to visitors arriving by sea, they can
choose to eat in the AA Rosette restaurant or stay ashore for
a night of luxury.
Proprietor Nick Horne says, “Sailors generally come from a
reasonably affluent part of society and are out on their yachts for
enjoyment and relaxation, and eating ashore is an important part
of that. Our seafood restaurant has a great reputation, coupled
with a really warm atmosphere.” Priding themselves on the
freshness and quality of their locally-sourced seafood and meats,
they strive to offer guests something different – a personal family
feel, stunning location and deliciously fresh food.
The Pierhouse also offers the use of a self-contained marine
facility located inside the hotel, which can be booked for the day.
How can you give them a fantastic welcome?
And can you encourage them to include ‘tag-on’
days at the end of their sailing holiday?
The optional services include a traditional Finnish sauna, shower,
luxurious Arran Aromatics products and towels, and washing and
drying machines – all of which prove very popular with sailors.
The hotel is perfectly placed for guests to enjoy local wildlife and
outdoor adventure activities. They are a favourite destination for
country sports enthusiasts, in particular deer stalkers and fly
fishers, so a perfect base for active sailors. Nick ensures sailors
hear about the hotel by advertising in nearby marina brochures.
Nick’s Top Tip:
“Your restaurant must be suitable for sailors coming in off
yachts, so aside from good mooring you need a welcoming
atmosphere and high quality food.”
www.pierhousehotel.co.uk
19
Currently there are over 167,000 visiting boat nights in
total, with research suggesting over 40% are made by
boats from outside Scotland, many of which contribute
to our remote, rural economies.
This can be seen in the pie chart below:
Boating demand
Types of boating holiday undertaken
Proportion of visitors to Scotland
by country of residence.
The types of holidays these sailing visitors were interested in is detailed below and highlights that
island hopping and sailing on the open sea were the two most popular boating holiday activities.
7%
More than 12 months ago
Within the last 12 months
0%
1%
1%
2%
Sailing on open sea
52%
10%
11%
12%
12%
18%
26%
NETHERLANDS
IRELAND
GERMANY
FRANCE
BELGIUM
UK
5%
NORWAY
Sailing/boating on an inland lake/loch
46%
Source: Economic Impact of Sailing in the West Highlands, May 2009
Unsurprisingly, sailors from the UK and Ireland are
the most likely to visit Scotland, with 7% having
visited within the last 12 months and a quarter
having visited more than a year ago.
Of those who visited Scotland, the West Coast (23%)
and the Irish Sea (21%) proved to be the most popular.
13% of visitors reported visiting the Clyde Estuary.
REMEMBER that sailing is
relevant for every tourism business
type. If you’re an accommodation
provider, could you hire a boat and
skipper and offer a day’s sailing for
visitors as added value?
Hiring a cruiser/yacht on a canal
33%
3%
1%
7%
DENMARK
Source: Survey responses in Sailing Tourism in Scotland 2010,
by Tourism Resources Company in association with EKOS and British
Marine Federation, commissioned by Scottish Enterprise
Sailing on a sea estuary
44%
4%
Other UK
29%
SWEDEN
Image: Treshnish Islands, off Mull. Credit: kindly given by C.Mitchell
20
2%
1%
Overseas
15%
Scotland
56%
An escorted sailing holiday
30%
Origin of visiting boat nights
Sailing tuition
27%
7%
Where our sailing
visitors come from
Island hopping
Source: Economic Impact of Sailing in the West Highlands, May 2009
21
If you have an understanding of the type of sailing that really appeals to
visitors, then you can promote the proximity of that sailing on your own
website and marketing materials.
Taigh ChearsAbhagh, Lochmaddy
Taigh Chearsabhagh Museum & Arts
Centre is based near the port of Lochmaddy
in North Uist. Its location is a key driver
in the steady stream of sailors who visit.
Abigail Ingledew, the Cultural Access
Officer, says, “We’re in an excellent
location just two minutes walk from the
port. We advertise there and we have
10-foot banners at our entrance to catch
people coming in from the pier.”
Manager Norman McLeod adds, “From
May to September we’re a key stopping
point on the way to St Kilda. We have Wi-Fi
access, 24-hour public toilets, and a café
selling hot snacks, which all appeal to
sailors. They are good spenders and
an important market for us.”
Many of the exhibitions at the centre lend
themselves perfectly to the sailing market.
Abigail explains, “Sailing is strongly
linked to what we try to do – we’re
sustainable and environmentally aware,
and are actually currently promoting a
project focused on the restoration of a
traditional, locally built boat. Visiting
sailors seem to enjoy sampling the local
culture and history of island life.”
Taigh Chearsabhagh also works closely
with the local community. Noman adds,
“We like to support local businesses
and we participate in the Art on the Map
initiative every summer, which is a popular
open studio trail throughout the Uists,
featuring around 40 artists and makers,
workshops, activity days and an exhibition
here at the Centre.”
Norman’s Top Tip:
“Make sure you’re advertising in the
right places to reach your target market.
We use the Clyde Cruising Club guide,
and word-of-mouth is also very effective
for us.”
www.taigh-chearsabhagh.org
DO you know?
Image: Loch Oich. Credit: P.Tomkins
There are far fewer tidal gates in
Scotland than there are in other
places. That means that, often,
sailors have to stay in an area while
they wait for fair winds and tide, so
local businesses have a captive
market of visitors!
Be aware of the tidal patterns in
your area if you want to target
visitors effectively.
Visitor categories
22
Search for
new experiences
Depending on their level of experience and what they are looking for from
their sailing trip, visitors will fall into one of five general categories:
VISITOR TYPE
BOATING OPTION
LIKELY PROFILE
Local with
resident boat
Residential berth/
mooring
Live near their boat, travel
locally and around Scotland
Visitor with
resident boat
Residential berth/
mooring
Travel in for sailing trips, sail
around Scotland
Visitor sailing through
Visitor berth/mooring
Sail to Scotland from their
home berth and visit from
one to several locations
Experienced sailor,
no boat
Bare boat charter
Possibly didn’t want to sail
their boat the long journey to
Scotland so hire here; sail to
popular ports
Novice sailor,
no boat
Skippered charter
Interested in a new
experience and learning new
things; sail to popular ports
The key thing to remember is that
every category here is a potential
visitor that may want to spend with
your business. Even resident
yachtsmen from the area will travel
with their boat.
LIKELY TRIP
Cruises may be based
around a theme such
as wildlife or a tour
of distilleries
People now trade
on experiences more than
they do on material
possessions. They are
constantly looking
for new ways
to learn.
Usually fully
catered but
possibly looking for
water-based activities
such as windsurfing
UK travellers are aware
of the concept of carbon
footprints so if they can find a
holiday of equal quality at home,
cutting back on travel time and
emissions, then many will be
happy to try it. Responsible
sailing is a green activity
that still provides an
exotic experience.
Convenience
culture
Visitors want it all,
and now. They can enjoy
fantastic scenery from the
comfort of their own boat;
the convenience of
self-catering, with the
joy of being mobile.
LOOKING FOR
Frequent day trips (perhaps Good facilities,
for fishing), weekends and chandlers (for
occasional longer trips
maintenance and
Weekends and longer trips, equipment),
transport, supplies
treat this as a holiday
(food and drink),
Short-stay berthing/
on-shore
moorings as they travel
entertaiment.
around, perhaps visiting
Could be compared
for an event
to self-catering
visitors
One to two week holiday
Environmental
concerns
Increasing
availability
of information
With the accessibility of
information online, people are
more aware. Information about
new opportunities and
destinations that might
previously have passed
them by are now just
a click away.
Sailing
tourism
trends
Social inclusion
Sailing has the ‘cool’
factor, and visitors want
trips that they can talk
about and use
as ‘currency’
among peers.
Wellbeing and
connecting with nature
For many people caught
up in busy lives, a holiday
surrounded by clean air
and clean water is the
perfect antidote.
It’s important to have an understanding of what is driving our sailing visitors to come to Scotland.
Think about who your target market is and use the trends that work for you as a basis for your marketing message.
23
Sources used for planning
Own/previous experience (87%)
Navigation/pilot guides (85%)
Navigation charts (74%)
BW Skippers guide (61%)
Advice from friends/relatives (43%)
Boating/yachting magazines (43%)
scottishcanals.co.uk (30%)
britishwaterways.co.uk (24%)
Sail Scotland (19%)
24
Tourist Board brochures (14%)
Source: Boating Demand in Scotland by TNS Travel & Tourism for British Waterways
Scotland, April 2008
Scotland’s strengths and
weaknesses as a sailing destination
STRENGTHS
WEAKNESSES
Beautiful scenery
Appealing sailing waters
Un-crowded
Friendly people
Abundant wildlife
and wilderness
More sailing facilities needed
(berths and moorings)
More onshore facilities needed
(restaurants, pubs, etc.)
Often under qualified boat owners
Perceived inclement weather
Source: Survey responses in Sailing Tourism in Scotland 2010, by Tourism Resources Company
in association with EKOS and British Marine Federation, commissioned by Scottish Enterprise
Navigation guides
No sailor sets out on a trip around
Scotland without the correct guide books.
There are several key publications that
provide vital information and useful tips
for forward planning, such as lists of
harbours and ports, as well as details
about each site’s facilities including
showers, waste disposal and
serviced laundry.
One of the key publications used in
Scotland is ‘Welcome Anchorages’,
www.welcomeanchoragesscotland.com,
which is a free guide to shore facilities
for cruising boats at 125 locations
around the coasts of Scotland.
‘Admiralty’ and ‘Imray’ charts cover
Scotland in great detail, and either
‘Clyde Cruising Club Sailing Directions’
or ‘Imray’s Yachts-man’s Pilot Series’
provide complete information on virtually
every anchorage, harbour and stretch
of water. Also, every year Sail Scotland
produce a brochure detailing the various
organisations and businesses related
to sailing in Scotland.
www.sailscotland.co.uk
Could you have copies of these
guides available for visitors, and
could your business be featured
in them?
Promote our most positive aspects in
your marketing materials and online.
As tourism businesses, the only way to
deal with the improvements is to make
sure your visitors have all the information
to hand about nearby facilities, weather
forecasts and events.
Is this something you could provide
on your website?
Or if you are shore-based, can you
have this information at hand
for visitors?
Top Tips
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Image: 2011 Scottish Series. Credit: courtesy of Yachting Images
How do sailing visitors plan their trips?
25
4
4 opportunities for tourism businesses
OPPORTUNITIES FOR tourism businesses
As a tourism business, you’re not in
control of a visitor’s sailing experience.
Top markets for growth
However, you can affect the other parts of their holiday experience, offering
comforts and conveniences. After the key sailing requirements are met,
sailing visitors say they are looking for a warm welcome, quality food and
drink and good services.
Over the last two years, there has been a fall in the number
of super yachts sold and manufacturers are now seeing fewer
high-end clients. People are no longer buying boats for prestige,
but because they simply want to enjoy sailing or spend time
with the family.
What innovative products and services can your business offer?
The answer is to work closely with marinas to fill any gaps for visitors.
What a sailing visitor needs
26
What a sailing visitor wants
Showers
After a few days at sea, sailors will welcome a hot shower and somewhere
to get clean. Accommodation providers could set aside a room in the
summer months to cater for these needs. And charge for it.
Shore-side attractions
Sailors don’t want to spend every minute on their boats. When they are moored,
they want to sample the local food, drink and perhaps activities. Make sure your
marketing materials are available at marinas.
Waste disposal
Sailing visitors need somewhere to dispose of accumulated rubbish.
Green disposal would be a big selling point for environmentally
aware sailing visitors.
A warm welcome
Some businesses are afraid of the wet clothes that typically come with
a sailing visitor! Provide somewhere for them to get warm and dry their
wet things.
Serviced laundry
If marina facilities don’t cater for this, then is this a service that
your business could offer?
Wi-Fi and electricity
Provide hot coffee and free internet access and you’re onto a winner!
Also, many sailors will enjoy the home comforts of electricity for hairdryers and
other electrical appliances.
Supplies
Incoming boats will need to replenish their food and drink.
Could you offer a food delivery service or pre-packed supplies?
Flexibility
Sailors’ progress is controlled by weather so they can’t always keep to a
schedule. Be flexible in your timings to cater for their needs – particularly
in meal times.
Moorings or berths
Some shore-side hotels in Scotland have put down moorings to attract
more sailing visitors. Is this something you could do?
Things to do and see
If your business is based near the shore, can you provide information about
local spas, shopping and interesting walks?
Transport
Sailing visitors generally don’t have any land-based transport, which is an
issue for getting back and forth to their boats, and getting to attractions
when they come ashore. Could you provide a minibus or car service?
Quality eating experiences
Sailing visitors eat ashore, so how can you appeal to them? Can you
advertise your fresh seafood or give your dishes a nautical theme?
Hearty breakfasts would be extremely popular.
Information
Sailing visitors need information about weather, local ports and
events. If your business is based near the shore, make sure you
have this information readily available.
Comfort and company
After a few days at sea, sailors are looking for somewhere to socialise
with like-minded people – do you offer a warm, comfortable setting to
meet up?
Equipment and repairs
With an increase in sailing visitors, there is a growing demand for
chandleries. If you are in this line of business, are you advertising
at marinas?
Easy access
Make it as easy as possible for visitors to come to you – which means
ensuring they know where you are and how to get there. Advertise on
sailing websites and in sailing publications.
Tour operators and other industry players have identified
three key markets that they expect to show growth in the
next five years:
Who?
Wants?
Needs?
The Old Forge
in Loch Nevis
Mainland Britain’s remotest pub boasts good
music, good food and good craic – all at one
stop. Proprietor Jackie Robertson took on a
challenge when, 20 years ago, she took over
a quiet pub that could only be accessed by
sea or foot. Her secret is a good product
marketed well.
Novice sailors
looking to dabble in
a new activity or
those wishing to
become more
experienced and gain
a skipper’s ticket
Quality and
accredited courses
through providers
such as the Royal
Yachting Association
of Scotland
Individual lessons
or ‘learn and sail’
packages where
learning takes place
in the first week and is
put into practice in the
second week
“Twitter is fantastic for the pub – it feeds into
the website and gives visitors up-to-date
information. We have 1300 followers and the
other week a group of 16 sailors came to us
based on our Twitter page.”
Family
Market
Families who want to
spend more quality
time together
Supplement to
traditional sun, sea,
and sand holidays
with active experiences
that enable them
to learn new skills
together
Multi-generational
experiences that offer
something for everyone
in the family – such
as wildlife-watching
excursions
The Old Forge brings in sailing visitors from the
tail end of March through to September, and
they make an attractive target market.
“Sailors come in under their own steam and
they generally travel in groups of six to eight
people. I have 12 private moorings so if they’re
full, that’s over 70 additional customers.” Senior
Sailors
55+/retired market
with money and time
Want to see the
world and try new,
active experiences.
Keen internet users
Some will have
sailing experience
and will just want
information, others
will want full guidance
Novice
Sailors
Consider the kind of sailing available in your area and what type of
visitors your business attracts – then decide which of the markets above
is the best fit for you to target. Then promote your local sailing product
to that group, through your marketing materials, website and customer
emails – it helps to create a database of previous customers to use for
this purpose.
“At the start of the season we also send our
menu to all of the local bareback charters,
telling them about improvements we’ve made.”
Jackie feels the pub’s fantastic reputation is a
result of listening to their market and always
trying to give visitors what they want. “We have
a VHF radio at the bar so sailors can call ahead
to book a table. We also have a shower, facility
to dry clothes and water for the boats. We help
with rubbish and recycling where we can. I base
our service on what I would look for myself if I
were landing by dinghy.”
JaCKIE’s Top Tip: “Live by the mantra ‘I might not know, but I
know a man who does!’ You can always learn
from what others have done, so don’t be afraid
to ask and then listen.”
www.theoldforge.co.uk
27
3. PR
Five ways to reach
potential sailing visitors
Sailing visitors are naturally adventurous and have adapted to
the new world of social media with ease. Word of mouth is
extremely important and web forums and blogs are commonly
used to pick up personal recommendations.
If you’re looking to reach a particular type of sailing visitor, it
will be crucial to communicate with them in their own particular
online world, particularly via:
•Facebook accounts and fan pages
•Twitter
•Live chat and forums on brand websites
The guide ‘How to Make the Most of WEB 2 for Your Business’
from Tourism Intelligence Scotland will give you some great
tips on doing this. To view the guide log onto
www.tourism-intelligence.co.uk.
28
If you have a new or innovative product that
you would like coverage for, consider offering
journalists the opportunity to visit and try the
experience for themselves.
“
As they may spend only a relatively short time on dry land,
sailing visitors are looking for a truly authentic experience,
coupled with a great range of things to see and do and
fabulous hospitality from businesses that have a real
understanding of their needs and expectations. Businesses
and destinations that can provide this outstanding level of
service will be well rewarded with more satisfied visitors,
higher spend and a greater level of repeat visits.
Stephen Leckie
CEO, Crieff Hydro Ltd
”
Yachting Life magazine
A monthly magazine about sailing in Scotland. For details on
placing an ad please visit www.yachtinglife.co.uk.
Sail Scotland brochure
A magazine-style brochure detailing the various businesses
related to sailing in Scotland. Members can have their business
featured, and free copies of the brochure can be requested
from [email protected]. For more details visit
www.sailscotland.co.uk.
Boat shows can also be an effective way of reaching large
numbers of sailing enthusiasts under one roof. Businesses
can join Sail Scotland and either attend boat shows or be
represented on the Sail Scotland stand.
5. Marketing
As a membership organisation, Sail Scotland, offers an
excellent range of marketing opportunities for businesses,
including the website www.sailscotland.co.uk.
Many sailing enthusiasts also read weekly or monthly sailing
magazines or subscribe to particular websites. Find out which
specialist activity magazines and websites are used by your
target market, and look at innovative and creative ways of
getting your message out to these technology-savvy travellers.
Target media might include magazines and websites aimed at
those who take part in sailing, as well as those focusing on
boat sales and maintenance.
Welcome Anchorages
Download your free copy of this guide to shore facilities and
refer to the advertising rate card at
www.welcomeanchoragesscotland.com.
4. Boat shows
For example, the ‘London Boat Show’ provides a fantastic
opportunity to reach UK sailing enthusiasts. Sail Scotland,
VisitScotland, ASYC and British Waterways collaborate on
a stand and there are opportunities for businesses to get
involved and provide leaflets for distribution.
2. Advertise in publications
Scotland offers some of the best sailing in the
world, but as a keen sailor myself I know only too well that
what separates a good sailing destination from a truly great
one is the warmth of the welcome and the range of facilities
and services available when sailors come onshore.
Remember that there’s no Wi-Fi at sea!
Make sure you include your phone number on
all marketing materials so sailors can reach
you, wherever they are.
Right-hand image: kindly given by C.Mitchell
1. Social media
PR can be a more cost effective way of reaching
your target market than advertising, particularly
if it is destination-led. In order to generate media
interest, you’ll need to develop interesting and
quirky stories. Get together with others in your area
to think creatively about possible PR angles and
pitch your story to your chosen media contacts.
VisitScotland also has a website aimed at encouraging
potential sailing visitors to choose Scotland as a
destination. The website and the associated Official Guide
to Sailing in Scotland, both include editorial opportunities
as well as paid listings and advertising.
www.visitscotland.com/sail
A trip to St Kilda
How you market to visitors depends entirely on the
group of visitors that you are targeting. For example,
enthusiasts would be excited by the notion of a
trip to somewhere like St Kilda – our very own
‘Mount Everest of the sailing world’!
inscribed by UNESCO as a World Heritage Site in
1986 in recognition of its Natural Heritage: for its
exceptional natural beauty, for the significant natural
habitats that it supports, including the surrounding
marine environment and its cultural significance. The
difficult sailing conditions involved in reaching St Kilda
give it the ultimate prestige among yachters.
St Kilda is the remotest part of the British Isles, west
of Benbecula in Scotland’s Outer Hebrides. It was
Who are you targeting, and how will you excite them
with Scotland’s sailing product?
29
Yacht charters provide the perfect opportunity for less experienced visitors, those who want to brush up on
their skills, or those who simply want to relax.
They also offer a unique business opportunity for tourism
providers. Charter boats usually provide provisions for
sailors for the duration of the trip, similar to half or full
board accommodation. Local shops or food suppliers
could work with charter operators to make sure boats stock
their produce, because an authentic food experience is
important to visitors and will enhance their visit. For more
information on the importance of quality, local food and
drink, refer to the Food & Drink Experience in Scotland
guide, available at www.tourism-intelligence.co.uk.
The Association of Scottish Yacht Charters,
www.asyc.co.uk, is a group of charter companies operating
mainly on the Clyde and the West Coast, offering skippered
boats, bareback boats, themed cruises and tuition.
Membership assures a high standard of quality for visitors.
30
An example of one of their members is ‘Isle of Skye Yachts’,
www.skyeyachts.co.uk, which has won several
Highlands and Islands Enterprise tourism awards for its
charters. They are also an RYA Training Establishment
and offer the full range of ‘Practical Cruising’ courses.
At the top end there are also cruising operators - successful
businesses include; ‘The Majestic Line’, which explores
the coastlines of Argyll and the Inner Hebrides; the
‘Hebridean Princess’, a 5-star luxury yacht that can cater
for large groups; and ‘Caley Cruisers’, which operate 10
motor cruisers for charter on Loch Ness and the
Caledonian Canal.
Do you know where these visitors usually stop to visit?
What new products could you offer them?
Learn from your visitors
With the use of social media so prevalent amongst this market, sailing visitors have, for the first time,
an opportunity to talk about their experiences – good and bad – to a truly worldwide audience.
In view of this, it’s vital that you are the first person they speak to! Sometimes it’s just the little tweaks
that make a trip perfect, so by listening to customer feedback you can continually adjust and improve
your product.
collecting
feedback
g us?
What’s stoppin
it
How to do
ss
for your busineask.
ns to
The right questio
it
How to do
for your area
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Show that Scotlan
feedback
on how to use
area
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to improve your
F ee
dba ck Feedback
Feedback
Listening to our Visitors workshops are available across the Scottish Enterprise
area. These half-day workshops will help you to ask the right questions and
then use the information you receive to develop your business in the right way.
There will also be opportunities to network with other tourism businesses
and explore opportunities to work collaboratively. To find out more about
workshops in your area please visit the Listening to Our Visitors page on the
Tourism Intelligence Scotland website, www.tourism-intelligence.co.uk.
The Listening to our Visitors guide highlights some great
success stories that will show you what can be achieved
from feedback, and how a business can make simple but
important improvements.
Download a copy of the guide - or view the online
version at www.tourism-intelligence.co.uk.
Top Tips
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Image: Harbour at Blackwaterfoot, Isle of Arran. Credit: P.Tomkins
Yacht charters
31
5
5 5
opportunities
opportunities
for
for
SAILING
SAILING
businessES
business
OPPORTUNITIES FOR SAILING businesses
If you are running a sailing business or a marina, then the key aims are to
make sailing visitors as comfortable and satisfied as possible. If you don’t
provide a particular service or information that they need, then what other
local businesses can?
Information gathering
Information gathering is crucial for effective marketing, monitoring and product development.
It is only by knowing who actually comes to your sailing business and what they thought of the
experience that you are able to tailor your products and services to meet their expectations.
Your business could consider holding a database of customers so that you are better able
to market and target existing visitors. For more information on how to gather your own
intelligence, and to download Tourism Intelligence Scotland’s Listening to our Visitors
guide visit www.tourism-intelligence.co.uk.
What use are all of your fantastic products and services if visitors don’t know you’re there
or can’t get to you? Here are some marketing ideas to get you started…
1. According to Boating Demand in Scotland by TNS Travel & Tourism for British Waterways
Scotland, nearly four out of five visitors said
they would be likely to return to Scotland
within a year. Target past visitors with special
discount promotions.
2. 41% of visitors would like more information
about things to do and places to visit in
Scotland, so make sure you have that
information ready for your visitors.
3. Offer booking facilities on your website to make
booking as convenient as possible.
7.Promote our hidden gems – remote locations
that are only accessible by sea, open spaces
and secluded beaches. Make it special!
8. Sell your area to the right kinds of sailors,
e.g. Tobermory is perfect for families, while
St Kilda suits the experienced sailor.
9. Work with others to grow your business package specific offers and deals with boating businesses and other local businesses.
10. Use the support available from Sail Scotland, www.sailscotland.co.uk and The British Marine Federation (BMF). The BMF is the trade
10 marketing and sales ideas
32
6. Target local people for day or weekend
trips by offering sailing courses packaged
with other providers.
4. Berthing rates can be up to 40% cheaper than similar facilities in the south of England and boat maintenance can cost less. Promote the cost effectiveness of the sailing experience
in Scotland.
5. Scottish weather gets a bad reputation, but Scotland has a temperate climate influenced by the Gulf Steam and the North Sea, which makes for milder winters and cooler summers.
We also have a regular supply of wind for
sailing, so promote our weather as a positive part of the sailing experience! And remember that when the weather is bad, sailing visitors will actually stay longer which is better
for business!
association for the leisure, superyacht and small commercial marine industry. Visit the website to read their weekly newsletter, which covers opportunities for any company involved in sailing. The site also includes information about the London 2012 Olympics and how
all marine companies can capitalise on the coverage and associated benefits.
www.britishmarine.co.uk
Do you know?
Midges don’t swim! (or fly far from shore.)
Therefore, some sailors choose to eat on their boats
simply to avoid the bugs. As a result, on some level
your business is actually competing with midges!
Your offering needs to be of the highest quality with
added value to entice sailors ashore, despite the midges!
33
Scotts Troon
Situated at Troon Yacht Haven, Scotts is a stylish bar and restaurant that has firmly
established itself as a favourite venue with the sailing community. Food is available all
day, from energising breakfasts and light lunches through to mid-afternoon snacks and
special occasion dining. With a genuine commitment to quality, their seafood is landed
fresh daily at Troon Harbour, and wherever possible they use only the very best
locally-sourced, seasonal produce.
Given Scotts’ enviable location, sailors are naturally some of their most valued
customers, so they are very keen to maintain their links with the local sailing
community and participate in maritime events. With this in mind, they are planning to
launch a Berth Holders Loyalty Card at Scotts Troon in March 2012, following a successful
introduction at Scotts Largs. This exclusive loyalty card entitles Berth Holders to special
promotions and generous rewards, as well as invites to Scotts events. In terms of
marketing, they target the sailing community via email, internal media, selected marine
publications and local sailing organisations.
Scott’s Restaurant Top Tip:
“Try to establish customer relationships and regularly engage with the market in order to
better understand the customer’s likes, tastes and preferences – before developing the
product offer. Communication is everything!”
www.scotts-troon.co.uk
5 opportunities for SAILING businessES
Working with others
Don’t forget the locals
When thinking of what visitors to target, don’t forget about
the ones on your doorstep. Firstly, resident boat owners in
Scotland are an important market in themselves for three
reasons: they use facilities at their home port; when they
set sail around the coast for overnight stays they become
visitors themselves; and they are active throughout the
sailing season and beyond. Secondly, there is a vast
untapped market of Scots who have yet to take an
interest in sailing.
Barriers include a lack of interest in and awareness of what is
available. Opportunities exist to increase visits by promoting
convenience, nature (an escape from urban environment),
vibrancy (boating activity) and associated activities like
eating out.
Provision of boat trips and day hire opportunities
could provide an introductory transition for sailing
novices who just want to dip their toe in the water!
34
ScotBoats
Sailing is becoming increasingly
accessible to a wider market,
thanks to businesses such as
ScotBoats. Their ‘fractional
ownership’ concept fills a gap in
the market for keen sailors who
are not so keen on the six-figure
purchase and maintenance costs
of a top class yacht.
To make the most of the market opportunity, and to
provide the best possible visitor experience, it is vital
that groups of businesses based in sailing destinations
join forces and collaborate, to ensure:
DO you know?
Some visitors are ‘trailer sailors’, which means
they drive to Scotland with their boat on a trailer
behind their car.
Be aware of them and the fact that they will likely
be looking for accommodation near the water
and suitable amenities.
Sailing businesses can also list their business
at www.boatlaunch.co.uk to reach the trailor
sailor market.
Owner Barry Shafe has a few
nautical miles under his belt,
and he’s seen how ‘fractional
ownership’ make dreams come true
for would-be skippers elsewhere in
the world. “Customers buy a
membership, which will give them
access to their own yacht in the
ScotBoats fleet”, says Barry.
“For about six weeks in any year,
customers can choose when they
sail and have access to other
yachts wherever they are berthed
in Scotland” ScotBoats are currently available
on both the Clyde and the Forth,
and their application to the Tourism Innovation Fund has
allowed the business to address
costly marketing south of the
border at an early stage, a
worthwhile move according to Tourism Intelligence research,
which revealed opportunities in
other parts of the UK. “We’re
already in detailed talks with other
businesses in the south of England,
and expecting to bring tourist
business to Scotland,” Barry says. Barry’s Top Tip: “Create and promote an itinerary
for a weekend or week cruise
that takes in your restaurant or
attraction as well as others
along the way. A theme might
add interest. Share the costs and
benefits with other venues on
the circuit.”
www.scotboats.com
a) that the area provides that all-important
‘draw’ to encourage sailing visitors to drop
anchor in the first place
b) that there is easy access to the services,
facilities and goods that sailing visitors will be
looking for once they are on dry land.
As well as having a greater impact, it will also be
much more cost effective to combine resources
in this way.
The overall aim of any collaborative effort should be to
attract more visitors, enhance the visitor experience for
sailors when they come onshore, and to maximise the
economic benefit for individual businesses and the wider
area from those customers.
Yotlinx
Bringing people and
boats together.
Yotlinx was founded in
2004 as an online sailing
club, promoting yacht
sailing and cruising as
an affordable sport or
recreation for all. It
provides an opportunity
for all sailors, whether
they own their own
boat or want to charter,
whether they are
experienced or a
novice, to join up with
like-minded enthusiasts
and work together on
sailing ventures.
Tourism businesses can
log on to view upcoming
organised sailing events
in their area. Sailing
businesses can
register with Yotlinx as
a commercial
organisation. Once
registered, they can
offer professional
services to a Yotlinx
event or can advertise
by posting their own
events.
For more information, log
on to www.yotlinx.net
6 ways to
work with
othe
rs:
1. Thro
ugh you
r area’s
Manag
Destinat
ement O
ion
rganisatio
Many
n (DMO)
areas in
.
Scotland
develo
have
ped thes
e organis
which
ations,
seek to
co-ordin
and d
ate
evelop to
urism in
an area
2. Thro
ugh you
r
lo
cal tour
group
ism
or assoc
iation
3. Thro
ugh loca
l Restau
Retail
rateurs
Associa
and
tions, or
of Co
Chamber
mmerce
s
4. Thro
ugh an in
formal g
comp
rouping
lementar
of
y busine
sses
5. Thro
ugh Com
munity G
and A
roups
ssociatio
ns
6. Thro
ugh loca
l sailing
harbo
clubs,
ur and m
arina fac
ilities
Think about how you could collaborate with
other businesses in your area to offer a broad range
of services, facilities, attractions and things to see
and do that will meet the high expectations of
sailing visitors.
Perhaps you could work together to develop a ‘sail
development programme’ detailing how you could attract
more visitors to your area for sailing? Think about how
you can make your area as appealing as possible to
visiting sailors.
For more information about working together to develop
your area – known as ‘Destination Development’ – go
to www.tourism-intelligence.co.uk.
35
5 opportunities for SAILING businessES
The current value of the sailing tourism market is
£101 million and with development of the market,
this could increase by £44 million to £145 million
(with 29% from non-Scots) in 10 years.
Each of our four sailing areas around the country are
likely to attract different mixes of demand, so think
about what markets your area is likely to appeal to.
According to the Sailing in Scotland 2010
research report from Scottish Enterprise, future
growth is likely to come from the following:
Some recent developments that are considered
to be examples of good practice with regard to
facilities and services include:
•More ‘home port’ resident berths for Scottish
boat owners
•The recent provision of exciting new facilities
at Portavadie, particularly for those on
trip itineraries.
•More ‘home port’ facilities for boat owners from
outwith Scotland
Image: Kyles of Lochalsh. Credit: P.Tomkins
36
Work is already underway to address future capacity
and infrastructure issues. Many companies and
organisations have aspirations to create new facilities
that, if successfully brought to market, will add to the
appeal and capacity of the Scottish marketplace.
•Higher demand for visitor berthing facilities,
especially from holiday-makers from UK
and overseas
•More overnight berths for Scottish boat
owners on short trips
•Demand for holiday boat charters
•Demand for sailing training courses
“
It’s clear that marinas – however hi-tech and
well equipped - cannot operate in isolation from tourism
businesses and vice versa. However good an individual
marina facility might be, in most cases the underlying
factor driving the choice of destination in the first place
is likely to be the range of tourist services and
attractions around it.
The best sailing destinations are therefore those where
marinas and tourism businesses work together hand in
hand, both to attract sailors to drop anchor in the first
place and to ensure that they offer a first class shore
experience for visiting sailors.
Alan Rankin
CEO, Cairngorms Business Partnership
•Recent community-led developments in
Tobermory have led to the town being able to
offer new berthing and land-based facilities
that provide an excellent boat station/‘sail to’
destination. A similar facility was opened in
Loch Aline during 2011.
•On a much smaller scale, Acarsaid Mhor on
Eriskay has developed ‘step ashore’ pontoons
in a classic anchorage. These include land-based toilet blocks and laundry facilities that provide excellent new visiting facilities for boats.
up
keen to pick
e particularly
ar
with
rs
ng
to
ki
si
or
vi
g
tw
Sailin
rough ne
th
e
lin
on
s
tion
you could
recommenda
Find out how
s.
st
ia
us
th
en
ss more
other sailing
t your busine
ke
ar
m
to
ia
use social med
ef fectively.
otos from
onials and ph
im
st
d
te
er
om
ur website an
Use cust
really bring yo
to
rs
to
si
vi
previous
erial alive.
marketing mat
iling visitors
s of getting sa
ic
st
gi
lo
e
th
d facilities
Think about
ain services an
m
e
th
to
a
in
uld work
from the mar
e ways you co
er
th
re
A
.
ea
businesses
in the local ar
ity or group of
un
m
m
co
a
together as
eded?
spor t where ne
an
tr
e
id
ov
pr
to
longer in your
visitors to stay
ng
ili
sa
e
ag
lop new
Encour
others to deve
ith
w
ng
ki
or
w
ill appeal to
area by
riences that w
pe
ex
d
an
es
easier for them
packag
d make things
an
,
rs
to
si
vi
op’ booking
sailing
l ‘one stop sh
ra
nt
cility.
ce
a
g
rin
by of fe
shore-based fa
r
he
ot
or
a
in
mar
s
facility at the
advantage lie
al competitive
re
s,
ur
ie
yo
lit
re
ci
fa
he
Identify w
y of onshore
er
sailing, qualit
c, and consid
e.g. quality of
attractions et
ic
on
ic
h
it
to
w
r
ss
easy acce
as an area (o
to
work together
message out
how you can
ur marketing
yo
t
ge
to
s)
other area
ts.
target marke
Image: Tinker’s Hole, Mull. Credit: kindly given by C.Mitchell
Top Tips
What is the future?
37
6
7 NEXT STEPS FOR SCOTLAND
National Organisations
38
34
7
LINKS AND RESOURCES
Website
WHAT THEY DO
Tourism Intelligence Scotland
www.tourism-intelligence.co.uk
Free research, intelligence and insights on the sailing tourism market.
Sail Scotland
www.sailscotland.co.uk
A one-stop shop for information relating to recreational sailing and
boating in Scotland.
VisitScotland
www.visitscotland.com/sailing
The official sailing site of Scotland’s national tourism organisation offers
advice for sailing visitors, plus links to marinas and sailing operators.
Royal Yachting
Association Scotland
www.ryascotland.org.uk
Membership organisation; members include over 120 affiliated sailing
clubs in Scotland, and individual sailors from all disciplines.
Association of Scottish
Yacht Charterers
www.asyc.co.uk
British Marine Federation
www.britishmarine.co.uk
A group of charter companies and sailing schools operating in Scotland
offering sailing holidays, including bareboat charter, skippered charter,
and sailing tuition.
Trade association for the leisure marine industry.
Scottish Boating Alliance
For more information contact the British
Marine Federation – details above
A coalition of organisations seeking to highlight the positive impact of
the leisure marine sector in Scotland.
Met Office Shipping Forecast
www.metoffice.gov.uk
Provides detailed information on the shipping forecast for Scottish waters.
UK Tides Information
www.bbc.co.uk/weather
Welcome
Anchorages Scotland
www.welcomeanchoragesscotland.com
Scottish Sailing Institute
www.scottishsailinginstitute.com
Clyde Yachts Club Association
www.cyca-online.org.uk
NEXT STEPS FOR SCOTLAND
What are you going to do?
Understand how sailing
can work for you
Know our sailing visitors
Provides coastal forecasts and tide tables from the UK
Hydrographics Office.
A guide to shore facilities for cruising yachts at 125 locations around the
coasts of Scotland.
Established to provide championship organisers from all over the world
with professional race management support.
Organisation run by yachtsmen for yachtsmen on the west coast
of Scotland.
Further support
Tourism Intelligence Scotland
Tourism Intelligence Scotland (TIS) is a joint venture developed by Scottish
Enterprise, VisitScotland, and Highlands and Islands Enterprise in partnership with
the tourism industry. TIS distributes a range of materials to Scottish tourism
businesses to help grow business and drive innovation through effective use of
market and other intelligence.
research/sources
Sailing Tourism in Scotland by Tourism Resources
Company in association with EKOS and British Marine
Federation, commissioned by Scottish Enterprise, 2010
Economic Impact of Sailing in the West Highlands by
Tourism Resources Company and EKOS, commissioned
by Highlands and Islands Enterprise, May 2009
Sailing Tourism in Scotland is part of the ‘Opportunities for Growth’ Guide series.
Access all of the guides, plus a wealth of market intelligence for businesses, at
www.tourism-intelligence.co.uk.
Boating Demand in Scotland by TNS Travel & Tourism
for British Waterways Scotland, April 2008
SE Tourism Innovation Fund
The Scottish Enterprise ‘Tourism Innovation Fund’ provides matched funding of up to
£30,000 and up to five days consultancy support to enable tourism operators to
develop innovative business ideas. Support is aimed at single businesses or groups of
businesses that offer a brand new experience that will entice more visitors to Scotland.
This could be a product or business service and can build on an existing market or
open up a new market.
Yachting Tourism – International Travel & Tourism Analyst,
No.11 by Mintel, July 2009
Businesses in the Highlands and Islands Enterprise area should refer to the HIE
website for more information on innovation support at www.hie.co.uk.
Know what opportunities
are available for you
Financial Times Special Report on Yachting,
September 2010
Sailing in the Clyde Estuary by McKenzie Wilson for
Scottish Enterprise and Highlands and Islands Enterprise,
June 2006
Collaborate to grow
your business
•
•
•
Sailing attracts a large number of high-spending visitors, so it is
a highly lucrative market.
Many visitors are not aware of the boating experiences available
for novices – ensure you have information to pass on which
can add value.
Understand the different types of sailing available and therefore
the different needs each visitor group will have.
•
•
•
Promote the beauty of Scotland’s scenery and the quality
of our sailing waters – they are the primary selling points.
Sailing visitors don’t stay on their boats the whole time – they
will also be looking for onshore food, services and other activities
as part of their holiday.
Sailing visitors tend to holiday in groups, so make sure you offer
deals and packages that will work for three people or more.
•
•
•
•
Understand the key markets for growth and how you can reach
out to them.
Provide the right information for your visitors and have free
internet access available as standard.
Sailing visitors are here on holiday, so they will want a good
Scottish experience – make sure they experience authentic
Scottish food and drink, and hospitality.
Think about how best to target sailing visitors, through social
media, sailing magazines and other channels. It could be an
important way to make your business stand out.
• Ask your local marina operator if there is a facility for promoting
your business or event in the marina office.
• Contact sailing tour operators to see if your business can provide
elements of their touring experience or discount deals for their
customers.
• Look into the free marketing opportunities available from
VisitScotland and Sail Scotland.
• Consider creating a sailing development group in your area to look
at sailing infrastructure, supply and service issues.
Scottish Boating Alliance investment data
Copy written, designed and produced by Tall Poppies Scotland, 2011.
39
www.tourism-intelligence.co.uk
[email protected]

Tourism in Scotland - Scottish Enterprise

Transcription

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