How much are our lauded landscapes worth?

From verdant pastures and purple moorland hills to the leaping of the salmon at Black Linn Falls, Perthshire’s natural environment has long been a draw for visitors.

Beatrix Potter’s love of the natural world was awakened and found flight here. Robert Burns was in wonder at the Birks of Aberfeldy’s ‘fragrant spreading shaws’.

Annually, people travel from all over to take in the beauty and quality of our landscapes and vistas, combining their stay with the many attractions in our elegant towns and villages.

But how much does this mean to the Perthshire economy and how has a vibrant infrastructure of accommodation provision, food and drink and activities been built around the visitors who long to take in our rivers, lochs and memorable panoramas?

Perthshire Business News took a look at the numbers.

A haven for adventure

Some people might be satisfied with viewing a particular land or river form, perhaps taking a few treasured shots for Instagram or as a memory. However, there are others who crave a more intimate connection with the environment.

From bungee jumping to canyoning, kayaking, mountain biking and gorge walking, there are myriad ways to establish a more action-filled bond with Perthshire’s much-loved land and waterways.

From off-road safaris to forest gym sessions, outdoor activities are estimated to be worth £85m to £100m to the Perthshire economy annually, in both direct and secondary visitor spend.

While direct employment in roles such as guiding and instructing tend to be seasonal around the key hubs of Pitlochry, Aberfeldy and throughout Highland Perthshire, the value of these activities cannot be underestimated for hospitality providers and other support sectors.

Indeed, tourism in the round sustains over 10 000 jobs in the region, either directly or in downstream activity, amounting to 11% of total employment throughout Perthshire.

Kate Mason, Co-Owner of one of Europe’s premier adventure companies, Ballinluig-based Nae Limits, believes the region – and its visitors- are blessed when it comes to outdoor pursuits.

“Perthshire has long been recognised as the Adventure Capital of Scotland. For 25 years we have provided land and water based sports to all ages and abilities, with over 16 activities to choose from.

“Our location enables us to be accessed from all the major cities of Scotland and we have been delighted to host many international visitors over the years.

“We encourage our customers to enjoy a staycation in Perthshire. There are so many amazing outdoor experiences on the doorstep.”

The Highland Safaris Manager, agrees.

"Perthshire is a natural playground for adventure," she said.

"We're blessed with rolling hills, winding rivers, and an ever-changing landscape that’s spectacular in all seasons.

"Visitors, new and returning, come to us to experience the thrill of the outdoors - whether that’s a Land Rover Safari which explores the beautiful Highlands on land, a scenic boat trip on Loch Tay, or enjoying activities right here at our base such as meeting our red deer and resident barn owl, trying their hand at archery or axe throwing, and panning for gold and gems.

"At Highland Safaris, we’re proud to connect people to this incredible environment, helping them discover the beauty of Perthshire."

Highways and byways

The (slightly) more passive experience of Walking (depending on whether you are a Munro bagger or more of a stroller) also holds an allure for tourists.

According to AllTrails, Perthshire boasts over 340 hiking trails and 330 walking trails which are perfect for mixed abilities. Longer distance paths through Big Tree Country include the 64-mile Cateran Trail and the Rob Roy Way, connecting Drymen to Pitlochry.

The Heart of Scotland Trail also connects east and west Perthshire, spanning the rugged and unforgettable mountainscapes which loomingly guard Rannoch Moor.

Walking and hiking-based visits account for around £110m of the revenues filtering through Perthshire, with no sign of this abating.

Big Events

The region’s peaks and rivers also provide ideal settings and backdrops for big outdoor events which scale up when it comes analysing the figures that matter.

Scotland’s longest running sound and light show, the Enchanted Forest, hauled in around £10m in 2023, according to figures released in 2024. As reported by PBN, here: the Scottish Game Fair attracts over 30 000 visitors a year, with a 4% revenue hike revealed for 2025.

Other events such as the Blair Castle Horse Trials, set to move to its new location of Scone Palace this month, under the moniker of Scone Palace International Horse Trials, accounts for 5000 bed nights each event, injecting £3m into the local economy.

A sporting quest

Travel around this beautiful region and it is likely, in passing, you will spot an angler, waist deep, in one of our renowned rivers, trying to tempt the ‘king of fish’.

Salmon and trout fishing lure both domestic and international visitors, with the Tay, in particular, regarded as one of the planet’s premium spots to prospect for a sought-after bar of silver.

River beats on the Tay and its tributaries, and the Earn, are often booked for a week in peak season, with country sports (which include clay pigeon and sport shooting) responsible for 200-300 jobs in Perthshire.

The chance to stalk an iconic Scottish Stag, which also provides a conservation benefit, proves irresistible to many US and European visitors, who also spend high sums in the wider Perthshire economy whilst ‘chasing the wild-deer’, as Burns eulogized in his poem, My Heart’s In the Highlands.

Country sports punch high when it comes to local impacts with tens of millions spent across the region’s 100 sporting providers which range from high end offerings such as Gleneagles to smaller, family-run operations.

The injection of revenue into the region from sporting visitors is particularly significant in the ‘shoulder’ months. Spring fishing and Autumn shooting help keep local businesses going after the main tourist wave has washed.

Bob White, a senior River Tay fishing Ghillie (guide) on the Catholes, Benchil, Pitlochrie and Luncarty beats, says the impacts are far reaching. “The Tay catchment contains lots of fishing opportunities, which bring visitors in. That means people are spending in local hotels and restaurants, which is really important, especially to the smaller rural communities.

“Importantly, a lot of that income then goes back into improving riverbanks and habitats. We need to conserve our salmon and value what we have.”

In summary, Perthshire’s lauded hills and rivers are not only a sight to behold, they are critical in keeping the wheels of the economy turning - and visitors coming back.