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Adventure travel in Scotland

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Scotland's stunning landscapes provide the perfect backdrop for the adventure Travel market

Adventure travel

Scotland's stunning landscapes provide the perfect backdrop for the adventure Travel market – so much so that we attract visitors from all over the world. 

This Guide will provide you with the key information you need to make the most of the business opportunities surrounding the adventure travel market, including facts and figures, current and future trends, plus hints and tips on providing products and services to ensure you meet the needs of these adventurous visitors.


According to VisitScotland’s Adventure Sports Research, Scotland fulfils and exceeds expectations for adventure holidaymakers

Adventure travel

There is a wide range of adventure tourism product throughout Scotland

The most recent estimate suggests that there are over 350 adventure tourism businesses located across the country offering everything from wildlife safaris to rock climbing.

Adventure travel

A YouGov survey predicts that over the next three years we will see:

A 70 per centincrease in participation in adventure travel
A doubling of participation in either activity, ???off the beaten track or special interest holidays
A trebling in the number of people taking either an adventure, eco-friendly/ethical or discovery holiday

Adventure travel

Looking at the domestic market:

30 per cent of adventure tourists come from London and the South East
23 per cent from Anglia and The Midlands
12 per cent from the South West and Wales
16 per cent from Yorkshire and the North East
11 per cent from the North West
9 per cent from Scotland itself

The principal markets for Scotland are therefore found in the North and south East of England, with these combined markets representing over 50 per cent of the UK adventure tourism market.

With demand for adventure holidays growing both in Scotland and abroad as visitors look for more varied and active travel experiences, adventure travel is set to become one of our fastest growing niche markets and businesses need to be prepared. 

This Guide provides hints and tips about the main trends affecting adventure tourism in Scotland and can help generate new ideas that will drive and grow your business.

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Please email or call us on 0845 601 2454.

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