Adrenaline junkies and nature lovers may seem poles apart in terms of interests, but a merger between two groups may have found a way to appeal to both.
Wild Scotland based in Perth and Activity Scotland in Gairloch have come together to create the Wildlife and Adventure Tourism Association in a bid to tap into markets worth £759 million annually.
This merger is particularly vital for the local economy, as the adventure industry is one of the area’s largest employers.
With the number of nature-based trips made to Scotland each year set to rise to 3.7 million by 2015, this new organisation will bring together all outdoor activity providers to offer a “one-stop shop” for visitors.
The key aims of the new organisation will be sustainability and best practice. Wild Scotland chairman Ben Mardall described the merger as a “logical” move.
“We are able to pool resources and leverage the synergy between Activity Scotland and Wild Scotland,” he said.
“In the current economic climate it is critical that we ensure the strongest possible foundation for our members.
“This move will allow us to represent Scotland far better on an international stage.”
There is wide recognition within the industry that adventure means different things to different people.
Frieda Bos, chairwoman of Activity Scotland, said, “You don’t have to be an adrenaline junkie to enjoy adventure everyone enjoys adventure.
“With the two organisations coming together, we can really showcase what Scotland has to offer across the whole spectrum of adventure.”
Activity Scotland’s roots stretch back to 1987, when the Scottish Activity Holiday Association (SAHA) was formed to promote active holidays in Scotland.
Meanwhile, Wildlife Scotland is a more recent creation, launching in 2003 to become the sole association for wildlife and nature-based tourism operators in Scotland.