Title – Name
Wilderness Scotland
Scope / Sector / Industry
Tours and activities in nature
Country / Region
Scotland, Aberdeenshire
Why is it good practice?
Wilderness Scotland is considered a good practice business in the field of sustainable tourism as it demonstrates in a practical way its dedication to preserving the natural environment, supporting local communities and using responsible tourism practices. Wilderness Scotland is a nature and adventure tours and activities business, which seeks through its services to educate and raise awareness of the visitor on environmental and conservation issues, while also taking effective action itself, demonstrating its strong commitment to offering sustainable tourism experiences, which respect and protect the environment, support local communities and educate travelers about the positive impacts of responsible tourism.
How is it applied?
Wilderness Scotland is located in Aberdeenshire, Scotland and is a company that offers organized tours and personalized adventure holidays to those who wish to explore the unique natural environment and remote areas of the Highlands and Islands of the country.
As part of its activity, it provides a variety of services and activities to meet the needs of travelers interested in exploring nature and outdoor adventure in Scotland, always with an emphasis on sustainability and responsible tourism. The company’s tours are designed to highlight the special cultural heritage, landscapes, islands and rural villages, including flavors of local cuisine, experiences and selected accommodation. The services it provides are:
- Hiking
- Cycling (with electric or non-electric bikes)
- Kayaking and Canoeing
- Wildlife Watching Tours
- Safaris
- Boat Cruises
- Mountaineering and Climbing
- Photography Tours
- Customized Travel Packages
- Group and Family Tours
- Luxury Tours (combine adventure with comfort and include accommodation in luxury accommodations.
The above excursions can be combined with experiences such as woodcarving, dancing, whiskey tasting, golf lessons, cooking, photography, stargazing, fishing and many other activities.
At the same time, the company provides educational programs and information on local ecology, environmental protection and sustainability. Participants learn about Scotland’s natural heritage and the importance of preserving landscapes and fauna. In this context, educational programs are offered for schools and universities.
In addition, cultural excursions are implemented that include visits to historical and cultural points of Scotland, such as castles, museums and archaeological sites, giving a more complete experience to travelers, bringing them closer to local culture.
All the services provided by the company are presented in detail on its official website, giving the visitor a complete picture of the trip. Specifically, for each activity, information is provided such as a full trip description, date of implementation, duration in days required, implementation area, degree of difficulty (they have created a system for determining difficulty levels, which is presented in detail on the website) and what the tourist package includes (e.g. type of accommodation, meals, equipment, etc.).
It is important to mention that each activity also includes the environmental footprint, so that the visitor knows that choosing an activity is actually contributing to reducing its negative impact. This was an initiative of the company that aimed to contribute in its own way to reducing carbon emissions. In this context, it developed one of the first carbon measurement systems in the world in the travel sector, where the carbon impact of the entire business and each trip is measured. The methodology on which it was based is presented in considerable detail in the document “Carbon Emissions Framework Methodology” published on the official website.
Wilderness Scotland’s action in supporting sustainable local development is intense and is significantly promoted to its customers. Its aim is to combine action and adventure with education and environmental awareness, promoting authenticity and sustainability at every step of its excursions.
Some of the reasons why it is considered a model of a tourism business that supports sustainability are the following:
Respect and protection of the environment:
The company plans its activities to reduce its impact on the natural world. For example, hiking and cycling tours take place in areas that have not undergone excessive tourist development, and the tours are designed to encourage travelers to connect with nature without destroying it. In addition, they promote awareness concerning the importance of preserving local flora and fauna and encourage the use of gentle, non-polluting modes of transport (e.g. bicycles, hiking, kayaking).
Sustainability and low CO2 emissions:
The company implements strategies to reduce the carbon footprint of its trips, preferring low-emission transport, such as bicycles and kayaks, over more polluting alternatives. Excursions to nearby areas are often organized to reduce the need for long trips and flights, which increase CO2 emissions. As already mentioned, the company has launched a major effort to measure its carbon footprint in order to have practical and measurable results.
Supporting local communities:
Wilderness Scotland tours work closely with local guides and businesses, boosting the local economy and offering travelers authentic experiences. Local businesses benefit from the support of visitors, while promoting authenticity and cultural heritage. They also support local organizations and initiatives that promote environmental protection and sustainability. Examples include working with local groups to reforest areas, connect wildlife routes, support local education and marketing campaigns to empower women’s sports, particularly cycling. Wilderness Scotland has also set a target of 100 days a year dedicated to volunteering.
Traveler education and awareness:
The company takes an active role in educating its customers about the importance of sustainable tourism, providing information on local natural heritage, as well as the value of environmental conservation. In this context, ample information material with guidance on the protection of the environment and wildlife during their trip is provided and they are encouraged to participate in activities that enhance environmental awareness, such as reforestation, wildlife monitoring and coastal cleanups. At the same time, in 2010, the Wilderness Conservation & Community Fund (WCCF) was launched, an initiative that allows travelers to voluntarily contribute an amount, less than 1% of the price of their trip, to the WCCF. 100% of all these contributions are intended to support a wide range of community and conservation projects in all destinations where the tours take place.
Where is it applied?
Wilderness Scotland is aimed at travelers seeking authentic, sustainable and unique adventure experiences in Scotland’s unique natural environment.
When did it applied?
Wilderness Scotland was founded in 2001.
Results
Wilderness Scotland has been certified by several sustainable tourism organizations, and has received recognition for its actions in the field of sustainability and responsible tourism practice. These certifications strengthen its credibility as a business that truly contributes to protecting the environment. Indicative distinctions are listed below:
- “Best Workplaces of 2018” award in the small business category.
- “Best Workplace for Women 2018” award.
- “World’s Leading Green Tour Operator” award at the World Travel Awards in 2007 and 2014.
- “Green Tourism” Gold Award from GTBS in 2014.
- “World Responsible Tourism Awards” award in the Best for Nature Conservation category in 2018.
- AITO – The Specialist Travel Association Award for Responsible Tourism in 2017.
- “Scottish Tourism Business of the Year” award in 2019.
It was also ranked 16th worldwide (1st in Europe) in National Geographic Adventure magazine’s list of “Best Adventure Travel Companies on Earth”, while its “Outer Hebrides & Skye Walking Trip” and “Scottish Sea Kayak Trail” excursions are included in the same magazine’s 50 tours of a lifetime.
Other information
The official website of Wilderness Scotland is: https://www.wildernessscotland.com/
