SUPPLEMENTARY SUBMISSION FROM HIGHLANDS AND ISLANDS ENTERPRISE

Examples of Best Practice in Partnership Working at the Local Level

In our written submission we referred to the role of the ‘Tourism Framework for Action’ in stimulating businesses and public bodies to work together to achieve improvements in industry performance. The recently formed, industry led, Tourism Innovation Group (TIG), is leading in the delivery of many of the actions in the Framework and is already utilising the best practice experience and expertise gained by a number of Highlands and Islands businesses at the local level in the context of the wider partnership which TIG creates with HIE, the Area Tourist Boards, VisitScotland and HIE. Business members of TIG from the Highlands and Islands include specialists in the operation of visitor attractions, activity holidays, accommodation and transport. The essential point is that TIG provides a proactive forum within which businesses from the Highlands and Islands, in bringing their local experience and expertise, are able to interact with VisitScotland, the Area Tourist Boards, HIE and Scottish Enterprise. The dissemination of best practice from these business practitioners facilitates the process of forming and implementing strategy at local and national levels.

Some examples of best practice in partnership working at local level between HIE, Area Tourist Boards and VisitScotland are :

THE CAITHNESS WILDLIFE TOURISM PROJECT

The objectives of the project are to improve the wildlife product and experience as a key niche market for visitors to the north and, through increased understanding, to help ensure the protection of the wildlife and the local environment. Partners in the project are Caithness and Sutherland Enterprise; VisitScotland; the Highlands of Scotland Tourist Board; Highland Council; Scottish Natural Heritage; RSPB; and the Tourism and Environment Forum.

Key challenges in delivering this were the improvement of infrastructure; training for wildlife tourism guides, local businesses and tourist information centre staff; the development of marketing material on wildlife in Caithness; and the development of specialist wildlife holiday packages based on Caithness. The partnership organised a major conference in 2000 and work on footpaths and other facilities for visitors was initiated. A website www.wildcaithness.org was launched in 2002 and features a range of information on species, viewing opportunities, accommodation and transport.

The partners are now assessing the future direction of the initiative to ensure it remains responsive to the needs both of visitors and the local industry.

THE TIREE WAVE CLASSIC

The Tiree Wave Classic is a competition organised by the island’s windsurfing club and is to be held in Tiree this October for the first time since 1995. Some 64 competitors, with support personnel, media and visitors attracted to the event will almost double the population of Tiree over a week long period. The influx of visitors will benefit the fragile enconomy of the island and the ability of the community to stage such an event will help to increase community confidence.

MONARCH COUNTRY

The Monarch Group was established to maximise benefits from the ‘Monarch of the Glen’ television series which has already raised the profile of the Badenoch and Strathspey area. The Group includes representatives from the local Chamber of Commerce, Moray Badenoch and Strathspey Enterprise, The Highlands of Scotland Tourist Board and the Cairngorm Partnership. VisitScotland make a significant contribution to the work of the Group by arranging free editorial.

THE HEBRIDEAN CELTIC MUSIC FESTIVAL

The Hebridean Celtic Music Festival, based in Stornoway, has become a well-established annual event attracting an international audience. The event is supported by Western Isles Enterprise and

1 supported by VisitScotland through a presence on visitscotland.com. In addition, the event was featured on the British Tourist Authority website and was awarded the title of ‘cultural event of the month’. Area Tourist Board support came from the Highlands of Scotland Tourist Board, in the form of a web presence as a ‘unique event’ and through leaflet distribution at tourist information centres in the Highland area.

THE LOCHABER CENTRE FOR TOURISM EXCELLENCE

The Lochaber Centre for Tourism Excellence is an industry – led organisation promoting improved professionalism in tourism. The Centre has the support of Lochaber Enterprise, Lochaber College, The European Social Fund, the Highlands of Scotland Tourist Board and VisitScotland and places particular emphasis on achieving the highest levels of customer satisfaction by encouraging businesses to exchange and develop best practice and develop skills. Facilitating communication between businesses and dissemination of information is a particular strength of the Lochaber Centre through their regular newsletters and website www.tourism-development.co.uk

Evaluation Information – Tourism Training Initiatives

HIE and Scottish Enterprise were partners, with industry representatives, in the ‘Tourism Training Scotland’ (TTS) partnership which was launched in 1993 with the objectives of improving access to quality training; enhancing professional standards; and creating a training culture. A detailed evaluation of the extent to which TTS achieved these objectives was completed in 2000. During the period under consideration there was extensive delivery of training by local enterprise companies, in both the HIE and Scottish Enterprise networks and this momentum is being maintained.

The evaluation concluded that TTS made progress against all its objectives but recommended a change in emphasis from involvement in the development and provision of courses to the development of mechanisms to engage more fully with smaller businesses in particular. This is being addressed by the more recently formed ‘Tourism People’ partnership, involving industry representatives HIE, Scottish Enterprise and VisitScotland. In the HIE area, the appointment of Tourism Training Advisors in each LEC locality has facilitated engagement with smaller businesses and the delivery of one-to-one advice.

Marketing Scotland

HIE has not embarked on a specific programme with Highlands and Islands Companies to include VisitScotland’s URL in the companies’ promotional material but HIE is a co-funder of Scotexchange, the industry website promoting integrated working in tourism. HIE attaches high importance to enabling businesses to undertake joint marketing in partnership with the Area Tourist Boards and VisitScotland. HIE support, and partnership working with businesses and local and national agencies, is exemplified in the best practice cases which we refer to in this letter.

We will also be working with Scottish Development International to maximise the opportunities which companies, active in promoting other sectors abroad (eg. food and drink), can create for marketing Scottish tourism.

Getting the Structures Right

Two of the principal conclusions of the ‘Enterprise Networks Review’ (2000) were that Tourism be mainstreamed in the economic agenda and that there should be a strong strategic lead for Tourism.

Our previous written submission to the Enterprise and Lifelong Learning Committee referred to the integral role of Tourism to the economy of the Highlands and Islands, its significant dependence on other economic sectors, and vice versa. Since the ‘Enterprise Networks Review’ the HIE network has geared its support programmes for businesses and communities to ensure that the development of facilities and infrastructure, management and workforce skills and products are of the highest quality.

2 Recognising that strong strategic leadership is a prerequisite for appropriate and targeted local delivery of support to Tourism as part of its multi-sectoral approach, HIE are partners with industry practitioners and other public agencies in the preparation and delivery of ‘A New Strategy for Scottish Tourism’ and the associated ‘Tourism Framework for Action’. Underpinning the Strategy and the ‘Tourism Framework for Action’ is agreement by the tourism industry and its public sector partners that although industry leadership is vital to deliver quality and innovation, this can only be achieved with a supportive public sector.

Since the 2000 ‘Enterprise Networks Review’, HIE, working closely with the Scottish Tourism Forum, Scottish Enterprise and VisitScotland, CoSLA and other partners, has intensified both its input to tourism – related strategic planning and innovation at the national level, and delivery of advice and support to businesses on the ground in the Highlands and Islands. The formation of a Joint Planning Team by HIE, Scottish Enterprise and VisitScotland has also increased the effectiveness of inter-agency working.

The Role of Highlands and Islands Enterprise in the New Ideas Workshops

Senior HIE staff played an active part, with Scottish Enterprise and VisitScotland in the New Ideas workshops and ensured that Highlands and Islands businesses were well represented in the discussion groups. A workshop was held in Inverness and prior to that a series of one – to – one meetings were held with Highlands and Islands businesses, including the more remote and island areas, to obtain business views. Many of these ideas for improvement and innovation, for example on transport and access; e-business; and niche marketing are now being developed by the private sector – led teams in the Tourism Innovation Group to which we have previously referred.

I trust this submission meets the Committee’s requirements. Please do not hesitate to contact me if it requires to be augmented in any way.

Highlands and Islands Enterprise October 2002

3