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

2. 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

3. 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

4. BBC Frozen Planet

5. 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%!

6. Sir David Attenborough

7. 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

8. Other BBC productions

9. 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)

10. 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

11. UK Wildlife Shows & Exhibitions

12. 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

13. 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…?

14. 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…

15. UK visitors to Finland Total UK visitors263,000 Percentage of total visitors 4% Change 2009 / 2010 -1% % Leisure visitors38% UK leisure visitors~100,000 % Business visitors36% % VFR visitors22%

16. UK visitors to Finland – length of stay Same day visitors12% 1-3 nights 49% 4-14 nights35% Average stay 5.5 nights

17. UK tour operators to Finland 2012

18. 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

19. UK wildlife tour operators to Finland Discover the World Bears, wolverine, wild deer, lynx, Northern Lights Magnetic NorthFriluftsliv – open air living The Travelling NaturalistPredominantly birds, plus… Wildlife and Wilderness Bears, wolves, Northern Lights Wildlife Worldwide Bears, wolves, elk, reindeer, birds, Northern Lights

20. Wildlife Worldwide

21. 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)

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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…

29. 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