About Wild Scotland

Wild Scotland is a membership organisation representing wildlife, adventure and activity tourism operators in Scotland.


Our members offer a wide range of activities and experiences from wildlife watching and walking holidays to white water rafting and bushcraft and survival. Through being a member, they are committed to Best Practice and adhere to the Wild Scotland Code of Conduct which relates to four key principles: responsibility, sustainability, care and excellence. 

We continually aim to inspire visitors about Scotland’s natural environment and to connect them with a trusted network of tourism businesses that uphold the highest standards and provide some of the most inspiring experiences that Scotland has to offer. 

Our Vision

Our vision is for Scotland to be globally recognised as a premium destination for sustainable wildlife, adventure & activity tourism.

Our Mission

  • Leading the sustainable wildlife, adventure & activity tourism sector in Scotland:
  • Support our members
  • Provide a collective voice
  • Promoting best practice in the outdoor sector
  • Inspiring visits to Scotland’s natural environment

Wild Scotland: representing our members, promoting the outdoor sector

Our Values 

Our members and supporters agree to promote and uphold our values in their operations and business practice.

  • Responsibility: to adhere to our Code of Practice, understanding our rights and responsibilities to ensure sustainable use of the natural environment;
  • Collaboration: working in partnership with stakeholders to encourage understanding, appreciation and increased access to outdoor experiences;
  • Leadership: shaping Scotland’s future as ‘voice of the sector’, encouraging investment in the sustainable development of Scotland’s natural environment;
  • Integrity: being open, honest, ethical and fair.

Our History

Wild Scotland was established in 2003 as the Scottish wildlife tourism association and merged with Activity Scotland, the Scottish activity providers association in April 2011 to form the current association which represents all responsible nature-based tourism activities in Scotland.

If you would like further information about the association, please contact us.


Get in touch

Wild Scotland
Suite 212
8 Church Street




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