Heritage credentials. They also expect to find a destination that cares about conserving its Outstanding Universal Value. Research like that carried out by Visit Britain has repeatedly highlighted that high value visitors want to experience the ‘authentic’, to be immersed in the local culture, and to have a series of unique placed-related cultural experiences. It should also be noted that tourism’ is the fastest growing type of tourism in the ‘cultural developed world with 40% of European visitors now fitting that category. Cultural visitors are widely regarded as amongst the highest spending visitors in the tourism marketplace; being prepared to travel further, stay longer, spend more, and to visit a wider range of activities, and to visit places out of the traditional season if the historic narrative is strong enough. The quid pro quo is that they expect quality levels that are high. Much of the growth in the international tourism market in the next 20 years will be in new markets where brand recognition for many traditional destinations will be very low or non-existent. Many established British tourism destinations, probably including the Hebrides, have limited or no profile in the emerging markets like China and India. International cultural tourists (and World Heritage tourists in particular) visitors want to visit the world’s extraordinary see’ ‘must places. The Heritage and UNESCO brands are growing in value rapidly in the tourism marketplace as a kind of indicator of exceptionalism – the smart world heritage sites are utilizing this emerging brand to drive footfall. The desire to access some of the most difficult to see’ ‘must places is only likely to grow in the next few decades. The less accessible places are, the more prestigious and desirable visiting them becomes. St has a mystique that has vast appeal The Outer Hebrides – rightly recognizes that this is perhaps its biggest untapped story, and that the story will always exceed the ability to access it.
Heritage credentials. They also expect to find a destination that cares about conserving its Outstanding Universal Value. Research like that carried out by Visit Britain has repeatedly highlighted that high value visitors want to experience the ‘authentic’, to be immersed in the local culture, and to have a series of unique placed-related cultural experiences. It should also be noted that ‘cultural tourism’ is the fastest growing type of tourism in the developed world with 40% of European visitors now fitting that category. Cultural visitors are widely regarded as amongst the highest spending visitors in the tourism marketplace; being prepared to travel further, stay longer, spend more, and to visit a wider range of activities, and to visit places out of the traditional season if the historic narrative is strong enough. The quid pro quo is that they expect quality levels that are high. Much of the growth in the international tourism market in the next 20 years will be in new markets where brand recognition for many traditional destinations will be very low or non-existent. Many established British tourism destinations, probably including the Hebrides, have limited or no profile in the emerging markets like China and India. International cultural tourists (and World Heritage tourists in particular) visitors want to visit the world’s extraordinary ‘must see’ places. The Heritage and UNESCO brands are growing in value rapidly in the tourism marketplace as a kind of indicator of exceptionalism – the smart world heritage sites are utilizing this emerging brand to drive footfall. The desire to access some of the most difficult to ‘must see’ places is only likely to grow in the next few decades. The less accessible places are, the more prestigious and desirable visiting them becomes. St has a mystique that has vast appeal – The Outer Hebrides rightly recognizes that this is perhaps its biggest untapped story, and that the story will always exceed the ability to access it.
ST%20KILDA%20CENTRE%20-%20A%20WORLD%20CLASS%20IDEA%20-%20JR%202015.docx