Transcript Nature Based Tourism in the Outer Hebrides

Developing Tourism in the Outer
Hebrides
Anne Ryan
Tourism Development Officer
Tourism Hebrides
14-15th March 2012
The Year So Far
Lots of Paperwork!
Need to capture industry data
An Accommodation Audit
Services and Attractions Audit
In Depth Visitor Survey
Funding
• Scotlands Islands- Experience Days
• SNH Funding to Develop 3 ‘Journeys from the
Butt to Barra.
Bird Journey
Scenic Journey
Flora and Fauna Journey
• Worked with Community Groups in Ravenspoint
and Berneray to fund leaflets
Who Do We Work With?
• Stornoway Port Authority
– Helped Deliver Electronic Brochure
• Community Safety Partnership
– Input into their Visitor Safety Campaigns
• Museum nan Eilean
VisitScotland
Advice and Specialist Support to Develop Branding
Brief
TIC Seasonal Staff Induction to the Area
Provide input into their Seasonal Campaigns
Going Forward
Experience Days
Calmac Availability Research
• Build on data captured last summer.
• Gather information from all ports
• Feed information to Calmac, Comhairle and
HiTrans
Bedroom Packs
• Important tool for improving the visitor
experience
• Existing packs valued but out of date
• Anticipate launch end April
Branding
• Not Just a Logo
Used Consistently
Other Examples
Liaise with Other Areas
•
•
•
•
Dumfries and Galloway
Orkney
Lochaber
Destination Loch Ness
New Project Funding
• OHTIA Announces an investment of £153,000
in tourism development in the Outer Hebrides
• Project duration – April 2012 – July 2014
• Will promote natural and cultural assets of
Outer Hebrides to potential visitors
Project Partners
Transforming Tourism in the Outer Hebrides
Project Funding
Organisation
Amount
Status
LEADER
107184
Confirmed
Industry – Cash
12136
Confirmed
Industry – In kind
8800
Confirmed
CnES
15000
Confirmed
SNH
10000
Confirmed
Transforming Tourism in the Outer Hebrides
Developing and promoting the natural and
cultural assets of the Outer Hebrides
– Encourage visitors to stay longer and spend
more.
– This will benefit all areas of the Outer
Hebrides, and disperse visitors more widely.
– Develops the concept of a Hebridean Journey
– Key themes for development and promotion
will include nature, local food, culture, heritage
and arts and crafts,
Key Deliverables
• Increasing occupancy in the shoulder season,
by targeting the UK market for holidays and
short breaks leisure tourism
• Maximise revenue through the main visitor
periods by filling available accommodation
capacity, and the cross selling of lesser known
places, activities and islands to spread visitors
across the Island chain
Hebridean Way
• Comhairle and SNH with the assistance of
ERDF funding have identified £600,000 to
develop this exciting initiative. Currently
awaiting final approval.
• Work will be carried out over the next 2 years
which will see Phase 1 of its delivery
• Has the potential to deliver economic benefits
into communities across the islands
• Unique because of its ‘Island Hopping’ nature
Tourism Intelligence Scotland
Lets Make The Most Of This Opportunity!
The Whole Is Greater Than Merely The Sum Of
Its Parts.
Aristotle
Destination Development Plan
2012
Q1
Deliverables
Q2
Tourism
Experience Days
 Destination
brand developed
 Bird Journey
Scenic
Journey(Part 2)
Organisation and
support
Q3
 Destination
website
“Hebridean
journey”
 Nature Journey
 4 new Journeys
Scenic
Journey(Part 1)
 Opportunity to
attend Tourism
Conference in
partner regions
Tourism
Briefing Days
Marketing and
Promotion
2013
 Bird Journey
Training
 Market
Intelligence
 Ferry research
Q4
 Website
enhancement
 2 further
Journeys
Q1
Q2
 Destination
Management
Organisation
 International
Tourism
Conference in OH
 Web Promotion
 Mail shots
 Social Media
 Expo
 Web Promotion
 Mail shots
 Social Media
 Web Promotion
 Mail shots
 Social Media
 Web Promotion
 Mail shots
 Social Media
 Celtic
Connections
 Ferry research
 Destination
Management
Structure Proposal
 VS Growth Fund
Application
Business
Improvement
District (initiate
process)
Transforming Tourism in the Outer Hebrides
Q3
Q4
 Opportunity to
attend Tourism
Conference in
partner regions
 International
Trade Show
Do We Make a Difference?
Support Us to Grow Stronger!