KULU Projekti, Kouvola, 12 April 2012WILDLIFE TOURISM AND THE UK

Content

1) Interest in wildlife in the UK

2) UK tour operators in Finland

3) UK visitors to Finland

4) Commercial opportunities

5) Strategies – what you need to do

Interest in Wildlife in the UK

Can be demonstrated by a number of indicators…

• BBC TV: worldwide reputation for broadcasting

• BBC Natural History Unit (Bristol): dedicated to producing wildlife programmes

BBC Frozen Planet

BBC Frozen Planet (2011)

• 7-part series about Arctic & Antarctic wildlife

• Average audience figure: 7 million

• 4 years to make – huge investment!

• Audience appreciation: a record-breaking 94%!

Sir David Attenborough

BBC & Sir David Attenborough

• Life on Earth (1978) – wildlife

• Blue Planet (2001) – world’s oceans

• Planet Earth (2006) – natural history

• Life in Cold Blood (2008) – reptiles

• Nature’s Great Events (2009) – wildlife

Other BBC productions

Other BBC productions

• Big Cat Diary – nightly live from Africa about feline species (seasonal)

• Naturewatch – weekly programme about the British countryside

• Springwatch / Autumnwatch – daily about wildlife in the British countryside (seasonal)

UK-registered Wildlife Charities

• Royal Society for Protection of Birds (RSPB): ~1.1 million (inc 195,000 youth) members

• British Trust for Ornithology (BTO)

• Whale & Dolphin Conservation Society (WDCS)

• Plantlife, Butterfly Conservation, etc etc

UK Wildlife Shows & Exhibitions

UK Wildlife Shows & Exhibitions

• Bird Fair: – launched in 1989 – attracts 20,000+ visitors each Aug– 300+ exhibitors from all over the world

• Wildlife Xpo, London & WhaleFest, Brighton – both new in 2011

• London Wild Bird Watch – new in Apr 2012

Other indicators…

• Other specialist magazines• Specialist book sales• Ramblers Association• Woodland Trust etc

But how does all this translate into wildlife travel – and more particularly

– travel to Finland…?

UK travel to Finland

• No figures for purely wildlife travel are available, but the sheer number of tour operators in the UK that specialize in wildlife or natural history travel gives an indication of the overall demand…

UK visitors to Finland

• Total UK visitors 263,000• Percentage of total visitors 4%• Change 2009 / 2010 -1%• % Leisure visitors 38%• UK leisure visitors ~100,000• % Business visitors 36%• % VFR visitors 22%

UK visitors to Finland – length of stay

Same day visitors 12%

1-3 nights 49%

4-14 nights 35%

Average stay 5.5 nights

UK tour operators to Finland 2012

UK tour operators to Finland 2012• Activities Abroad• Atraveo• Aurora Hunters• Best Served Scandinavia• Cresta• Emagine• Exodus• First Choice • Guild Travel• Inghams• Inn Travel• Kudu Travel

• Magic of Lapland• Mighty Fine• Monarch• Nordic Experience• Santa’s Lappland• Ski Lappland• Specialised Tours• Taber• Trafalgar• Transun• Walks Worldwide

UK wildlife tour operators to Finland

Discover the World Bears, wolverine, wild deer, lynx, Northern Lights

Magnetic North Friluftsliv – open air living

The Travelling Naturalist Predominantly birds, plus…

Wildlife and Wilderness Bears, wolves, Northern Lights

Wildlife Worldwide Bears, wolves, elk, reindeer, birds, Northern Lights

Wildlife Worldwide

Wildlife Worldwide in Finland

• 1 x 8-day / 7-night bear + wolf watching trip• Small group tour (maximum 12 pax) • Fixed departures – 4 per year (Jun-Aug) • Selling price: from £1,245 (approx €1,490)

per person land only i.e. without flights (or £1,550 / €1,860 with flights)

• Also offer an FIT long weekend of bear watching for £960 (£1,260 with flights)

What do wildlife travellers want?

• Guaranteed sighting: of the target species – IF possible. NB: 100% natural environment!

• Photo opportunity: most want a photographic souvenir of the species they see…

• Guides: knowledgeable & experienced, with the ability to communicate it are essential!

• Additional info: mammal and/or bird list

UK specialist tour operators who do not feature Finland…

Wildlife tour operators•  Bridge & Wickers• Cox & Kings• Indri• Naturetrek• Scott Dunn• Steppes Discovery• Tribes• The Ultimate Travel Co.

Birding tour operators• Birdfinders• Birdquest• Limosa• Motmot• Ornitholidays• Rockjumper• WildWings

Opportunities to develop wildlife tourism in the UK market

• Specialist wildlife tour operators

• Dedicated birding tour operators

• General tour operators who offer trips with a wildlife component (Sami etc)

• (Small) Group tours cf. FITs – pros and cons

How to reach the UK market – what you need to think about…

• Resumé: a company history detailing your experience and expertise

• Information: clear and detailed info about what is unique you offer,

• Language: get a native English speaker to write (or check) any text to avoid errors

How to reach the UK market – what you need to think about…

• Itinerary: distances, travel times, mode(s) of transport, and how components fit together

• Map: provide a detailed area map – to help understand logistics

• Accommodation: available options – category, comfort, type of room, facilities, included meals

• Legal requirements: licensing, insurance and Health & Safety compliance

How to reach the UK market – what you need to think about…

• Images: digital images of all aspects of the trip – particularly wildlife & accommodation

• Pricing: nett rates (or gross rates showing commission level), what is included, currency, any seasonal variation, single supplement etc.

• Communication: 24-hour turnaround & build a personal relationship with the tour operator

How to reach the UK market – other things to think about…

• One stop shop: liaise with other suppliers to create a complete package

• Add value: to make the product / package more attractive and increase your revenue

• Listen: be open to what the tour operator wants/needs…

Summary

• Collaborate: you could lose time / money / energy trying to build a market in the UK

• Be realistic: about what you can achieve, and don’t promise anything you can’t deliver

• This is what we do. No tour operator will do exactly the same, but if you follow these guidelines…

THE END

Happy wildlife marketing in the UK!

Brian Wood, Product Manager, Wildlife Worldwide, UK