Tourism businesses in Aberdeenshire are being encouraged to show off their ‘green’ credentials as visitors go on the ‘Hunt for Sustainability’ in 2017, says VisitScotland.
With consumers increasingly interested in origin and practices of the brands they choose, the national tourism organisation has identified sustainable tourism as a trend for 2017 and is encouraging businesses to showcase their sustainable practices – from reducing their carbon footprint to using local goods and produce.
The publication of the Insight paper comes in the wake of an 11-week campaign by Green Tourism, encouraging businesses to sign up to the sustainable tourism certification programme, which can support them in building/increasing/growing and showcasing their green credentials.
There are currently 72 Green Tourism members in Aberdeenshire, including GOLD award member, Glen Tanar Visitor Centre on the outskirts of Aboyne – with 783 members Scotland-wide saving on average more than 26,000 tonnes of CO2 per annum.
Glen Tanar Visitor Centre offers information on the history and wildlife in the area and is also home to the Ranger Service. Sustainable measures include full accessibility, the use of green cleaners and the installation of a biomass log boiler.
The nearby self-catering accommodation on the Glen Tanar Estate, which has a 4 Star VisitScotland Quality Assurance status, is a SILVER Green Tourism award business.
Research by the national tourism organisation reveals that 1 in 10 visitors deliberately choose Scotland because it has a good reputation in sustainable tourism.
The VisitScotland Insight department’s Trends 2017 paper notes: “The consumer is now more aware of the social responsibility of such practices and often adds to their experience that they are making a difference by selecting sustainable destinations or products.”
Due to the need to protect and enhance the Scottish environment, society and culture, as key aspects of the tourism offer, and growing interest by visitors in ‘green’ practices, VisitScotland’s Quality Assurance Scheme has included sustainability requirements since 2015.
In addition, the tourism body has produced ‘Better Business’ guides, in conjunction with Resource Efficient Scotland, which offer advice on sustainable tourism practices, from energy efficiency to sustainable marketing.
Jo Robinson, regional director at VisitScotland, said: "With its awe-inspiring landscapes, Scotland's green credentials are already an attractive proposition for visitors, and the same can now be said for the ‘green’ credentials of our tourism industry.
“Social responsibility and sustainable living is becoming more prevalent among tourism businesses, with more than 94% of quality assured industry members in Scotland implementing sustainable actions.
“With 'Hunt for Sustainability' identified as a trend in 2017, we would encourage Aberdeenshire businesses to continue to embrace 'green' practices and showcase them to our socially and environmentally-conscious visitors."
Jon Proctor, CEO of Green Tourism, the world’s largest sustainable accreditation programme of its kind, said: “2016 has seen an almost 25 per cent increase in the number of Green Tourism members achieving GOLD, the top award for environmentally friendly practice, compared to 2015. We believe this has been heavily influenced by the increased awareness and interest from guests and visitors in Scotland.
“The ‘Hunt for Sustainability’ trend identified by Visit Scotland is fantastic for our sector, and we will continue our mission to inspire tourism and hospitality businesses in Scotland to make sustainable choices that, not only, reduce their impact on the planet but have huge cost savings associated with them.”
Eric Baird, head ranger in Glen Tanar, said: “People come to Glen Tanar to experience and enjoy our wonderful natural environment. Education is a key part of our work, and we have to lead by example. The Visitor Centre is a major focus of our work, so it’s important that it demonstrates sustainability in action.”
Insights: Trends 2017
The 2017 trends (below) represent elements of consumer and industry behaviour expected to develop over the next 18 to 24 months:
- Hunt for Sustainability – With consumers increasingly interested in origin and practices when choosing brands, tourism businesses should look to showcase their green credentials.
- Mild camping – For lovers of the great outdoors who don’t like to stray too far from the comforts of home.
- Fluid Itinerary Travel – Tourism businesses can collaborate to create their own trail or incorporate existing routes to entice the road trip market, which is becoming more popular thanks to routes such as the North Coast 500.
- Just in Time Inspiration – Taking advantage of “digital amnesia”, businesses can create innovative, attention-grabbing promotional marketing which could be utilised in location service software.
- Silence is Tartan/The Deafening Silence of Wellbeing – A recent European report highlighted Scotland as one of the quietest places in the continent, while it also boasts some of the darkest skies. Businesses can promote the health benefits of Scotland by highlighting its peace and tranquillity.
- Cultural Noir: Celebrating our Dark Side – From Bannockburn to Culloden, Scotland’s dark history is of huge interest to international visitors. The Scottish ‘dour’ and dark side, meanwhile, has been explored by the likes of Ian Rankin and Irvine Welsh. Businesses can emphasise the importance of storytelling and local knowledge to satisfy their customers’ appetite for details about the country’s dark side.
- Noveleisure: Reading Tourism’s Potential – Building on Scotland’s rich literary heritage and tying in with the Year of History, Heritage & Archaeology, businesses should look to highlight famous works of literature in their region and construct walking tours to existing tourism trails.
- Tourism Capital Investment – Consumer curiosity in the development of products has created a unique opportunity for businesses with little or no connection to tourism. Fishing trawlers, for example, are only at sea during certain times of the year. Could members of the crew offer tours?
To view VisitScotland Trends 2017 go to: http://www.visitscotland.org/research_and_statistics/trends_and_insights.aspx