WINTER 2018 • SPOTLIGHT • 21


The Ordnance Survey recently gave the world a glimpse into their map sales. The worst, and best, selling OS maps of the UK were laid bare. 1.7 million paper copies of their maps are sold annually. The slimmest sliver of that demand is for the starkly remote Glen Cassley and Glen Oykel of northern Scotland. Topping the tables was Snowdonia and Conwy Valley – selling 180 more times than the least popular plan of the Highlands. Snowdonia has been an ever-popular outdoor destination in the UK but this map data lends weight to the evolving brand perception of Wales, and the adventure destination prospects of the North and South.


As Destination Consultants, we’re often at the table in discussions around place branding, marketing and product development. A common refrain will point to the Bilbao-Guggenheim effect for cultural-led tourism.


Clients will say


“Why can’t we do that?”


When it comes to outdoor destinations, Snowdonia is now often referenced as an aspirational benchmark – ‘we want to be known like Boulder Colorado, like Queensland New Zealand, like Snowdonia’. The natural assets of north west Wales are the fundamental building blocks for this reputation. However, the recent step change in perception as an adventure activity destination has been ratcheted up by private and public sector investment in adventure attractions and experiences, that create a compelling visitor offer, and are being delivered with commercial success.


Colliers International


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