VisitScotland, Wild Scotland and Sail Scotland joined forces to bring you Adventure Tourism Week from 16 – 20 November. The week brought together (virtually) marine, activity, wildlife and adventure operators from across Scotland for a series of webinars.

We had over 650 delegates join us, hearing industry speakers from across the country discuss topics including collaboration in the sector, creating access, key trends and insights, and extending the digital journey for visitors.


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Adventure Tourism Week webinars | watch now

1.Global and domestic trends and the importance of the sector

Hear about the global landscape for adventure tourism, including the growing trend of soft adventure. Gain insight on the impact of COVID-19 on adventure tourism in Scotland and the potential opportunities this has created for the sector. WATCH HERE 

2. The Importance of the UK Domestic Market

Learn about the importance of, and adapting to cater to, the UK domestic market for adventure tourism. Topics covered include how to reach the UK market effectively as a small business, market segmentation, an update on VisitScotland’s marketing plans, and examples of Scottish businesses adapting their approaches to better tap into the domestic market.  WATCH HERE 

3. How the adventure tourism sector is adapting to a new future

Hear from a panel of business owners on how they have responded to current circumstances and adapted their plans. Learn about some of the challenges and solutions for the adventure tourism sector in an uncertain world.  WATCH HERE

4. Working together for the outdoor sector

Find out about sector groups and destinations working together to extend their reach and increase bookings. Learn how Wild Scotland and Sail Scotland have benefitted from industry collaboration and hear best practice examples from regional and destination groups.   WATCH HERE 

5.  Creating Access for the Adventure Tourism Sector

A focus on the importance of developing adventure tourism facilities and infrastructure to improve the customer experience and demonstrate Scotland as a world-class destination. Hear how businesses have adapted and invested in their facilities to meet the growing and changing opportunities for outdoor enthusiasts.   WATCH HERE 

6. Be there when your visitors are online

Learn how to ensure you’re visible to your visitors online with the right information at the right time, and how the impact of COVID-19 has made this more important than ever. Hear top tips on getting the fundamentals right, the value of extending the digital journey to on-arrival, and expert operators’ views of digital ‘must dos’ right now.  WATCH HERE 

7. Ambition for Scotland as a world-leading  responsible tourism destination 

Listen to keynote speakers debate what we need to do to encourage responsible travel to protect our environment and communities, how we shape Scotland as a world-leading sustainable tourism destination for adventure travel, and how we learn from other destinations leading the way.  WATCH HERE