Our Strategy

Strategic Plan 2019 (Pre COVID-19 Pandemic)

This Strategic Plan builds on the work and achievements of Wild Scotland to develop and lead the sector, and seeks to further exploit key strengths:

  • A loyal core membership.

  • An established brand, widely recognised in the sector and government.

  • A trusted brand, with a demonstrable commitment to responsible tourism through its Code of Practice.

  • An impressive consumer reach of over 50,000 (2019) people in the UK and internationally, reached via targeted marketing campaigns highlighting Scotland and Wild Scotland members.

  • An established and committed core staff and Board.

  • Industry demand for appropriate business support, CPD and training.

  • Industry demand for a representative body to ensure a balanced and sustainable approach to the development of the sector.

Strategic Objectives 2019 - 2022

  • Build a sustainable, member-led organisation.
  • Represent and support our members.
  • Ensure best practice in the use of our natural environment.
  • Promote Scotland as a premium destination.