PLENARY PAPERS
Welcome by Chair Terry Stevens, Stevens and Associates 6
Growth of Activity Tourism
John Swarbrooke, Sheffield Hallam University 8
Marketing Basics in the Outdoor Industry
William Lougheed, Northern Ireland Tourist Board 10
Sustainable Development and Business Success
Andy Middleton, TYF Adventure 16
Case Study: New Products and Innovative Ideas
Tristram Mayhew, Go Ape! 19
Case Study: Marketing Successfully on a Budget
Mandy Whitehead, High Trek Snowdonia 26
Countryside, Coast and Nature VisitBritain’s Approach to Activity Tourism
Amanda Smyth, VisitBritain ‘ 28
Success Stories from Northern Ireland
International Business
Chris Scott, Share Centre 32
Doing the basics well!
Martin McMullen, High Point 35
Essential Elements to the Success of Activity Tourism Businesses Terry Stevens, Stevens and Associates 38
SUPPORTING PAPERS
Appendix A – Programme 39
Appendix B – Speaker Biographies 41
Appendix C – Delegate List 46
Appendix D – Slide Handouts from all speakers 49