Scotland is famous for its dramatic landscapes and wildlife, This natural heritage plays an important part in the lives of people resident in rural Scotland, and is an essential element in the future development of rural areas.
The natural heritage plays a vital role in contributing to local economies and providing quality of life for communities, but it also depends itself on the presence of rural people to manage it. Without the range of knowledge and skills of land managers and other rural businesses and trades, many of the rich habitats and landscapes that people value could not be maintained in good condition.
The natural heritage supports significant numbers of jobs in environmental management, surveying and monitoring, as well as in related education and interpretation activities. Wildlife tourism has grown in importance, and includes walkers enjoying mountain and island scenery and visitors observing wildlife at specific sites. A major visitor survey in 2001 demonstrated that 70% of visitors list wildlife and landscape as key parts of their Scottish holiday.
A range of economic activities are dependent on the quality of Scotland's natural heritage. These include various production activities in agriculture, forestry, fishing, and manufacturing, such as whisky and craft production. The high standard of the environment in much of rural Scotland makes these industries possible in the first place, and also increases their competitiveness.
The natural heritage is a major asset for rural businesses, in both the development and marketing of products. Examples include food, whisky and knitwear. The quality and imagery associated with the environment 'add value' to such products so many consumers are prepared to pay more for them.
The high quality of the environment in rural Scotland is popular with employees and is thus an important influence on business location decisions. It underpins the quality of life of people living in rural areas and helps to retain, as well as attract, staff.
Many of our distinctive habitats, species and landscapes depend on suitable land and water management by people living in rural Scotland. It is important that sustainable rural communities exist to manage the land and water in ways that benefit animal and plant species, habitats, and landscapes.