Changing Perceptions...

Attracting New Markets?

For the long term growth of country sports tourism in Scotland we need to start attracting new markets into country sports. Unfortunately repeat bookings from traditional participants are no longer the certainty they used to be as people head further a field for their sport and other holiday options.

But why do many currently stay away from CS as an activity of choice? Is it because they dislike the thought of the activity? For some possibly, but in our opinion definitely not the majority. Is it because they don’t have the necessary information or activity understanding to initiate an enquiry and make a booking? Yes probably, and we are addressing that as part of another project.  Is it because they have no affinity with the image they are presented with of the traditional sporting enthusiast? Undoubtedly yes, as if they had, and had no other barriers, then they would already have made enquiries we believe and possibly have participated.

The image of the traditional sporting enthusiast is well known and well promoted, but are these the images that are going to attract new markets into participating? Unless people identify with an image or have a reason to aspire to it then there’s no reason why they should wish to get involved.

Consequently as one of the most powerful forms of promotion possible we have created a bank of sporting related images to be used to attract a more general audience into participation. The images will be used widely by Visit Scotland in their new promotional approach to CS but we hope that others with CS interests will wish to use them also in their own work. Through these images we wanted to highlight the following as attractive points to modern new markets:

• CS is Welcoming and Accessible to Young People

• CS is Welcoming and Accessible to Females

• CS is Fun and Relaxing

• CS is Ideal as a Backdrop for ‘Romantic Breaks’

• CS is Fashionable and Technical

All images can be viewed in the Gallery. We would also be delighted to receive any pics you have already that you would be happy for us to use and you think meet the above criteria. Please send to info@cstgscotland.com.

For use of any of the images please contact Kirsten Scheuerl (01334 657 855) kirsten-scheuerl@lycos.com.