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Economic Value of Outdoor Activity Tourism
06/08/2013

Miller Research on behalf of Visit Wales has been commissioned to undertake a detailed economic analysis of the impact and value of the outdoor activity tourism sector, in terms of finance and employment, within Wales.

It is hoped that this study will provide a robust evidence base demonstrating the economic importance and impact of the sector to decision makers. It has the potential to justify and influence future support for outdoor activity tourism and ultimately help the sector in achieving its potential.

To achieve this, the help and support of outdoor activity providers is required in completing an online Outdoor Activity Tourism Providers Survey. A further survey, The Outdoor Activity Tourism Visitor Survey is aimed at all outdoor activity participants, whether it is informal involvement such as a weekend away cragging or part of a course/session with an activity provider. The quality of the analysis is heavily dependent on the level of sector engagement achieved.

Outdoor Activity Tourism Providers Survey: surveymonkey.com

The survey asks for details about your business as well outdoor activity visitors themselves.

Outdoor Activity Tourism Visitor Survey: surveymonkey.com

The survey asks for details about the activity undertaken, the nature of the visit and any money spent as a result. On completion of this survey you'll be entered into a prize draw for the chance to win a 100 voucher to be spent on outdoor activities or goods.

An adventurous outdoor activity is classed as anything from climbing, mountaineering, watersports and airsports to a ropes course or zipwire. The activity could have been undertaken independently or as part of an organised course or session.

Snowdonia-Active CEO, Chris Wright, said: "This research really has the potential to change the way the outdoor sector is perceived by the Welsh Government. Back in 2012 [Prev News Item] WATO met with John Griffiths, Minister for Environment & Sustainable Development and he asked about the value of the sector to Wales but rather embarrassingly we were unable to provide him with this information. This has spurred Visit Wales into commissioning this work so that hopefully we will be able to answer this question in the future."

The deadline for responding to the surveys is mid-September [Now extended to Friday 18th October].

Miller Research assure anybody completing either of the surveys, that: "The data we collect will not be used for any other purpose than for the economic impact of the outdoor activity tourism in Wales. We will not pass the data on to any third parties and we will destroy your details once the evaluation is complete. We conduct all our research according to the Market Research Society guidelines. If you would like more information about how we will use the data you provide, please contact Miller Research and quote Outdoor Activity Tourism Business.

A similar study from March 2004, The Active Economy The Value of Adventurous Outdoor Activities to North West Wales, commissioned and project-managed by Snowdonia-Active, was the first research of its kind to provide an appropriate baseline of information to effectively benchmark, grow and promote adventure tourism and its associated industries.

Based on the business survey data collected during the course of this study the adventure tourism industry was estimated to contribute over 140 million per annum to the north-west Wales economy, 60 million of which was contributed from within Snowdonia National Park.

Photo: Antur Stiniog downhill biking trail centre, Blaenau Ffestiniog. Ray Wood

Topic: Outdoor Activity Tourism Survey, Outdoor Activity Sector, Outdoor Activity Providers, The Active Economy.


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