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Big Tree Country Report

Big Tree Country Report Big Tree Country Interim Evaluation and Assessment of Future Growth Potential

In December 2010, Perth & Kinross Countryside Trust commissioned ekos and the Tourism Resource Company to carry out an interim evaluation of the Big Tree Country (BTC) Project from 2006 to 2009, as well as identifying its future growth potential.

The project received funding of £1.8 million and implemented a programme of action to:

• Restore and conserve outstanding examples of Perthshire's tree and woodland heritage thereby perpetuating their inherent value;

• Encourage greater awareness, understanding, involvement and enjoyment of this heritage by both residents and visitors;

• Encourage greater recreational and intellectual access to this heritage subject consistent with protecting its inherent qualities; and

• Help support fragile rural economies by increasing visitor interest subject to appropriate management of sensitive sites.

The overall aims of the study were to:

• Undertake an interim evaluation to assess the visitor experience;

• Undertake an analysis of the economic impact of BTC and its associated elements on the local economy;

• Undertake an analysis of the value of the BTC brand to the area and to individual businesses;

• Gather the qualitative/non quantifiable benefits of the project to date, including the wider externalities of benefits to the environment and links to the Scottish Government’s Healthier Scotland strategy;

• Identify potential future developments for Big Tree Country;

• Determine the weight of PBTC/environment of Perthshire in adding value to visits to Edinburgh/Stirling/Glasgow/St Andrews;

• Prepare several case studies:

• Present the key findings and recommendations for the future direction and delivery of the project.

The conclusions and recommendations made in the report are summarised here.