Tourism Annual Action Plan

Transcription

1 Tourism Annual Action Plan TOURISM RESOURCES COMPANY Management Consultancy and Research Services 5 LA BELLE PLACE, GLASGOW G3 7LH Tel: Fax: info@tourism-resources.co.uk

2 Management Consultancy and Research Services 5 LA BELLE PLACE, GLASGOW G3 7LH Tel: Fax: info@tourism-resources.co.uk Ms Catherine Maxwell Stuart Scottish Borders Tourism Partnership C/o Economic Development Environment and Infrastructure Scottish Borders Council Newtown St Boswells MELROSE TD60SA 14 th June 2013 Dear Ms Maxwell Stuart Scottish Borders Tourism Annual Action Plan Please find attached the annual action plan document for Scottish Borders Tourism. The document follows on from our meetings with the managing group of the Scottish Borders ATP and feedback received from consultees and other stakeholders canvassed. We understand you will take this document and highlight who will act as champions for the identified annual activities for the next 12 months. We have enjoyed working with the group and thank you all for the opportunity. Yours Sincerely Iain Macfarlane Ref AJS/IM/0882-R2 Action Plan

3 ANNUAL ACTION PLAN The Scottish Borders Tourism Partnership has recently updated its Tourism Strategy for the Region and published a document: Scottish Borders Tourism Strategy and Action Plan This new Strategy incorporates a number of changes, for various reasons, to format from the Region s previous strategy. In the main the document has a life expectancy of seven years. It is a document to guide tourism in the Region over this timeframe and whilst it will be owned by the ATP it needs to be dynamic and flexible for what is a very broad sector of the economy and a very diverse partnership. Following discussion amongst the ATP Board and wider ATP membership this Annual Action Plan complements the seven-year strategy by including bitesized chunks of activities and projects the Partnership consider can realistically be delivered / progress in the forthcoming year The collective setting of annual actions that are realistic and deliverable giving more relevance and usefulness to the overarching Strategic Action Plan. This annual plan of activities has been set in line with market conditions and resources available for delivery and identifies which partners will take a lead on or champion the action, its delivery and / or management of the progress. This setting of annual activities is designed to facilitate easier and more meaningful monitoring of progress and can become an important planning and management tool for the Partnership. Every success will be welcomed and can be used to demonstrate to funders, other partners and the trade at large that positive change is being achieved against the strategic aspirations of the sector. Presented overleaf, in tabular format are the main activities for this year The activities recorded support the key themes and strategic actions identified in the new Scottish Borders Tourism Strategy and Action Plan the themes mirroring those of the Borders and National strategies and other relevant documents eg the Region s Economic Strategy. 1-

4 Providing Authentic Experiences Strategic Aims Strategic Action Annual Activities Champion / Lead Status Nature, Heritage and Activities Capitalise on the opportunities offered by our inherent assets. Enhance the product offering and optimise the benefits to be gained from these key assets. Encourage responsible custodianship of the Region s built and natural environment, scenic and wildlife assets by supporting government, local government, agencies, land owners and managers to manage and protect the Region s landscape and wildlife assets in a manner that maintains and improves the qualities of beauty, remoteness, wildness, peace and tranquillity. Inculcate a mutual understanding by all of the Economic Value of Landscape to the Region s Tourist Industry. i) Nature Wildlife and Nature Develop wildlife and nature product s/ packages to capitalise on growing national interest - eg wildlife watching Ospreys / Sealife, etc. ii) Heritage (Built) Focus on Visitor Attractions Continue to develop and improve the offering and quality of key attractions and gardens as strategic pull factors for tourist visitors to the area (Cross-reference with nature assets). Support Abbotsford and similar projects to ensure full potential is realised. iii) Activities Cycling This sector is a significant revenue generator for Our Scottish Borders. Build on current successes of mountain-biking assets and expand wider road and leisure cycling (See Events Strategy and widening of markets). Photo library for businesses to promote these assets in all imagery. Coordinate and disseminate all programmes and current activities. Creation of working group to cultivate an all year round festival or Wild Seasons campaign to market Nature Based Tourism in the Region Audit and inventory of all availability of assets. Create a research programme and agenda for this and other fields of economic activity. Initiative underway to create nature product replicating success Wild Season in D&G under guardianship of SUP, once established communication program required to engage the marketplace See trade shows - including production of list. Establish if there is merit in working on the off season or focusing effort in main season given this category is a significant part of the revenue generation to reach targets Greater promotion to the houses of the existing marketing packages CD, itineraries for the trade. Internal promotion of off-season operations using the diary of openings which already exists and can be used by the accommodation sector to boost seasonal extension. Very well established product base; use as a best practise for other activity sectors (CycleScottishborders.com as umbrella to include all cycle related groups ) Continue to support and promote cycling regionally. Lobby private transport providers to look at the creation of a Bike Bus to bring new visitors from Central Belt to Scottish Borders with their bikes Southern Uplands Partnership VS Marketing SBTP Industry Comms Big Houses Group SBC /VS 7Stanes CIC FCS Walking Ensure a high quality of infrastructure, support services and information are available for walkers. (Where appropriate develop packages, improve integration and cooperative working). Raise awareness of availability of walking in and around towns. Connect to commercial companies who currently produce Walk Highlands to establish if a Walk Lowlands site could be established to incorporate Scottish Borders information. Continue with Scottish Borders Walking Festival and increase visibility of the annual event Greater understanding of the elite/pro walker and the family day out market. 2- SBC Scottish Borders Walking Festival,

5 Encourage all other walking groups to try to establish an umbrella group which will formulate best practice to promote the annual festival and increase attendance figures from outwith the region Golf Expand the golf market tackle new markets and innovative product packaging and cooperative working (see marketing section). Fishing / Country Sports Enhance and increase awareness of destinations current offering and integration with wider destination product offering (packaging, etc). Discussion on follow-on to Freedom of the Fairways. FOF to complete review and establish action plan for 2014/2015 season Freedom of the Fairways II will emerge needs to include online booking facility and much more flexibility in the packages available Discuss possible role for ATP with major fishing exhibition. Incorporate Fishpal and other fishing information into national FISH Scotland Guides and deepen content on Visitscotland.com Greater understanding of the market needed; Tweed key for elite, Esk and others for mass market and family. Long seasons offer potential revenue increases. Avoid problems of golf; accommodation providers need to be included in development Needs representation at SBTP,Scottish Country Sports Association Business Gateway & VS Freedom of the Fairways Fishpal/VS Diving Further develop local diving clusters (Packages Eyemouth and St Abbs). Equestrian Utilise current profile in equestrian market to support the area s drive from higher position and penetration of the activities market, see links with equestrian events and riding for the disabled. Other Sports Support Activity aimed at providing product and reasons for visit to the region eg events, participation in Rugby, etc. Attract representation from these sectors on to ATP / or invite to attend relevant meetings. BDTA British Horse Society Borders Branch SBC Events Officer 3-

6 Providing Authentic Experiences Strategic Aims Strategic Action Annual Activities Champion Status Destinations, Towns and Cities Develop and improve vibrancy of key settlements within The Borders by protecting the built and natural heritage of our towns and villages. See links to other strategic initiatives and aspirations identified in the Rural Development Plan and Economic Blue Print for the Scottish Borders. (Whole Towns Programme). Enhance Architectural Assets / Streetscapes, Retail offering (See links to Improving the Customer Journey). SBTP Chair to open up discussions on the use of Our Scottish Borders brand to further promote and drive visibility for the region Maintain close liaison with Council and VisitScotland re identification and rolling out of new methods of dissemination of information to visitors. SBC Events and Festivals Maximise the opportunities to be gained in raising and improving destination profile, awareness, market penetration and economic benefit using events, etc as a vehicle for change. Business Tourism Improve the quality and profile of our business tourism assets. Develop a current up-to-date Events and Festivals Programme / Strategy and Action Plan. Use events and festivals to strengthen profile and awareness of inherent products eg heritage, nature, activities, etc. Ensure up-to-date information available for consumers. Specifically Conferences / Team Building Sectors See links to improvements within hospitality accommodation sector and the activities and outdoors sector as location for conferences / meetings and teambuilding. Include community groups and forums in dialogue Raise awareness to event organisers re ability to upload to VisitScotland website. Encourage operators to use events as a hook to attract visitation on their own websites. Encourage operators to use VisitScotland as a clearing house for dispersal of information both ways. Creation of Our Scottish Borders wide calendar. Could be a major opportunity for the region but will need some coordination- VS operational details must be communicated to industry via SBTP SBC to confirm their findings from the commercial discussions Sub-group formation to move forward with Growth Fund Application. To enable attendance at Trade Shows and the Creation of an online Bid portal See future opportunity and role. Develop a Business Tourism Ambassador Programme. Exploit the sector representation at SE and BG (forgot what these were but Phil knows!) SBC Events Officer & EventScotland SBTP rep SBTP & SBCC & SE Business Gateway 4-

7 Improving the Customer Journey Strategic Aims Strategic Action Annual Activities Champion/Lead Status Food and Drink Ensure visitor dining offer capitalises on the excellent provenance of the Region s food and drink. Transport Create sustainable, easy, cost effective transport links and routes to and around the Borders Region. Accommodation Ensure the Region s accommodation offerings are in direct relation to consumer demands and where opportunities are available can act as an attractor of demand in themselves. Link with Scotland s Food and Drink and other national Strategies see national initiatives and local events strategy. Ensure our hospitality skills are of international standard and quality ( Capabilities Initiatives Section). Transport & Multi-User Access: Support Regional, and where appropriate, national transport development initiatives and raise awareness of existing sustainable transport links to and around the Region. (See Borders Rail Link, cycle / walking infrastructure and public transport routes). Promote A1M, A68 & A7 corridors as major gateways into the Region. Ensure a relevant range of types of accommodation is available across the Region to meet evolving market demand and expectations. Identify opportunities where better quality and new products can lead and generate new demand accommodation destination products. Continue to raise average quality quotient across all forms of accommodation see links to skills and quality enhancement. Fill any product / geographic gaps identified in region s overnight accommodation provision. ATP to continue to liaise with Scottish Borders Food Network and establish the regional plan for the forthcoming years, ensure SBFN continue to operate and be effective champions Liaise with Scottish Borders Visitor Network on their Fine Food Guide Ensure knowledge of local producers given to relevant businesses Identification of 10 or more businesses who could go through the Scotland Food and Drink Mentor Program Raise opportunities afforded by The Borders Railway to the tourism sector. ATP to be represented on The Borders Railway Action Group. ATP to be consulted and provide input to cross-borders signage. Establish if a Visitor Survey by VisitScotland to identify consumer satisfaction levels is being conducted. ATP to respond to approaches by First Bus re customisation of transport to better service niche groups. Liaise with Campaign for Borders Railway to ensure coordinated response to Railway from attractions and accommodation providers Liaise with SBVN on their Cross Border Cycling project with Northumberland ATP to find and explore ways of preventing leakage and loss of overnight demand. Displacement outside the area. Potential for Online Presence Workshops to be created and run for communities. ATP to identify all research that is available and ongoing. See research programme and, at same time, consider any role in accommodation investment strategy. Promote reverse leakage, encourage businesses to promote attractions such as the Edinburgh Festival and Hadrian s Wall as things to do when visiting the Borders Investigate strategic partnership arrangements with organisations such as Edinburgh Festival SBFN/SBVN SBC SBTP/VS/SBC/Business Gateway Digital Connectivity Encourage Borders wide adoption of the Support / Lobby for improved digital connectivity within the Region. (See Wifi Hotspots). In parallel Encourage participation through online presence workshops for industry to increase participation via online SBC/ 5-

8 Improving the Customer Journey Strategic Aims Strategic Action Annual Activities Champion/Lead Status digital age and tools available. see the destination s and individual businesses dialogue with their markets. Connectivity and its implications for Marketing / packaging / IT skills and see all new communication routes with / to visitors social media, TripAdvisor, etc. booking providers in turn increasing our visibility Support lobbying for mobile connectivity, Wi-Fi infrastructure and super-fast broadband for all businesses, including remote rural businesses Liaise with Business Gateway to promote digital course s to those not currently online through exploring partnerships with local printed media Research new technology used by under 35 s to assess where investment should be made for 5/10 years time. BusinessGatway/VS/ SBTP 6-

9 Our Capabilities Strategic Aims Strategic Action Annual Activities Champion Status Leadership and Collaboration Ensure strong, enlightened, informed and innovative leadership and collaboration exists across the tourism sector. Review on an ongoing basis structures, roles and responsibilities within the Borders tourism sector to ensure relevance, best practices and successes are being achieved. Create an options paper which looks at funding models and operational capabilities within 3 different SBTP models including Geography/Placed based approach as well as sectoral representation SBTP Quality and Skills Ensure all our tourism people / workforce and management have the relevant skills base to provide commercially successful, quality customer-focused services and products of international standing. Ensure a clear communications strategy exists internally across the sector so that goals, aspirations, and successes are articulated and lead to a joined up / signed up collaborative sector working together for the common good. Business Development Enhance professional business skills and practices amongst local tourism service providers and businesses particularly new start-ups promote benefits to businesses through collaborative working (TVTP and Business Gateway). Customer Service and Vocational Skills Improve customer services and vocational skills. (Extend the impact of innovative services and awareness programmes eg 100k Welcomes). Promote Business Gateway workshops through SBTP s and Facebook. Run at least one "Listening to our Visitors" workshop in the Scottish Borders. Social Media and marketing coaching for new businesses and start ups Match-making event for volunteers Liaison with High Schools and Colleges Tourism Training Workshops Business Gateway /SBTP/Volunteer Centre Borders Marketing Make best use of knowledge about our potential visitors and markets to ensure we are successful and achieve above our share of the market by continuing to provide quality products and services at least in line with, if not exceeding, their aspirations and expectations. Explore and exploit closer links and skills development opportunities between College and local businesses). Market Intelligence Understanding our Markets Be fully aware and constantly updated of market trends and evolving expectations and needs of each sector of the market that offer opportunities to Scottish Borders. (Market and Product Trends viz competitor destinations). Continue to collate and monitor consumer perceptions and feedback on the destination offering to inform ongoing alignment of the Borders offering / visitor interests / demands and trends. Market Intelligence Measuring Our Performance Continued to collate market data and economic performance data, eg occupancy surveys, Visitor Attraction numbers, etc to monitor our success in meeting market expectations and our own targets. Attend Expo and similar exhibitions to promote Our Scottish Borders Work with groups to bring them into the SBTP to encourage collaborative working and potential growth fund applications LEADER workshops/awards to share tourism projects best practice and prepare a quality list of potential projects in time for the 2015 LEADER/EU Structural Funding Announcements Review of International Marketing Opportunities connected to Waverley Line Review of International Marketing Opportunities linked to Ferry Terminals Monthly Tourism Feature with local Scottish Borders Media Establishment of a Local Marketing Interest Group for the Scottish Borders VS/SBC/SBTP 7-

10 Our Capabilities Strategic Aims Strategic Action Annual Activities Champion Status Maximise Marketing / Promotional Opportunities: Optimise benefits to be achieved from marketing and promotion to key VS market segments. Key themes to include Activities, Food and Drink, Nature and key destination settlements, etc. Increase private sector marketing leverage to complement Public Sector initiatives and marketing activities, spend etc. Sustainable Tourism Team Tourism to be good environmentally and socially aware citizens, neighbours and participants in green strategies. Accessible Tourism Encourage private businesses to and develop and carry out improved marketing and packaging and joint promotions. Scottish Borders Council to continue to support VisitScotland initiatives. Encourage best practice in all Scottish Borders tourism businesses. Ensure we are: people - oriented, following best employment practices; are green, minimising our impact on the environment; and are aware of our role in the life of our communities. Encourage Best Practive in all Scottish Borders tourism businesses. Ensure that case studies and equality legislation is understood and implemented to allow for increase in accessible tourism opportunities. Run a seminar in the Scottish Borders directed at this. Accessible Tourism Workshops to be run as a benefit for Scottish Borders tourism businesses. VS SBFN/Business Gateway VS/Business Gateway 8-