VisitAberdeenshire commissioned 56 Degree Insight to conduct market research to help inform development of the North East Adventure Tourism (NEAT) project.
As we emerge from COVID-19, domestic tourism will recover first with increased demand for rural locations and outdoor pursuits. 56 Degree Insight’s Scottish Tourism Index reinforced this trend highlighting that this demand will remain high into 2022.
In late summer 2020, VisitAberdeenshire commissioned research to deepen our understanding of the profile of this market, what would motivate them to choose the North-east for their adventure tourism break and how best to communicate with this market in future campaigns?
A key finding from the research was: when prompted with a short description and some images, 85% of the sample stated Aberdeenshire was appealing as an adventure tourism destination, highlighting the real opportunity for the region.
A recent webinar focused on the very practical outputs of this research including market profiling and pen portraits of 8 different types of adventure tourism customers. You can now access a summary report and all 8 pen portraits below, helping you and your business to hone in on the particular profiles that are of most relevance to you.
Hillwalking represents up to 92% of the adventure tourism market.
Walking long distance waymarked routes represents up to 69% of the adventure tourism market.
Long distance, low level walking represents up to 92% of the adventure tourism market.
Mountain Biking represents up to 46% of the adventure tourism market.
Road cycling represents up to 54% of the adventure tourism market.
Short distance, low level walking represents up to 97% of the adventure tourism market.
Snowsports represents up to 39% of the adventure tourism market.
Watersports represents up to 49% of the adventure tourism market.
Should you wish to discuss the research and the possibilities for your business or project please contact the NEAT Team
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Our cluster workshops bring those delivering in the adventure tourism sector together for bespoke training, insights and collaboration.