Subject: South Ayrshire Council and Visit Scotland
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Agenda Item No. 7 South Ayrshire Council Report by Assistant Director - People to Partnerships Panel of 18 November 2020 Subject: South Ayrshire Council and Visit Scotland 1. Purpose 1.1 The purpose of this paper is to provide the Partnerships Panel with an update on the activity undertaken by the Council with Visit Scotland. 2. Recommendation 2.1 It is recommended that the Panel scrutinises the work undertaken with Visit Scotland over the past year and notes that future work will be informed by the Tourism and Events Interim Strategy which is under development. 3. Background 3.1 Visit Scotland (VS) is the national tourism agency for Scotland and promotes Scotland as a tourism destination throughout global markets. The Council has a budget of £15,000 to work with Visit Scotland on promoting South Ayrshire and related activities. 4. Proposal 4.1 The VS Campaign year kicks off in November each year. For 2019/20 there was an initial difference of priorities with North Ayrshire opting to promote The Coig only and therefore the three local authorities each devised their own project agreements. The initial proposal for South Ayrshire was focused on: • The Burns On the Beach Campaign – a major campaign linked to the Year of the Coast which ran in December 2019 and January 2020 and benefitted from financial and marketing support. • A Spring Campaign focussed on outdoor activities, history & heritage, food & drink, year of the Coast and Burns events; 4.2 In March 2020, this changed due to Covid 19. All individual campaigns ceased during lockdown and it was then agreed that the three local authorities would work collaboratively and use the combined remaining budget to promote Ayrshire as a region to try and secure a share of the staycation market. 4.3/ 1 4.3 The activity agreed for Ayrshire is listed below. However, this has had to be switched up and down in line with COVID restrictions as announcements have affected travel and hospitality within Scotland and the rest of the UK. The situation is being continually monitored to assess tourism marketing against the limitations arising from COVID: • Expedia Campaign to drive bookings for accommodation and attractions; • Social media activity mirroring #makeityours; and • Hearst Publications Campaign (Good Housekeeping and Red magazine). 4.4 Our work with Visit Scotland has also benefitted from national and International campaigns that promote both Scotland as a whole and specific product strengths such as golf and sailing. A summary of regional work is set out at Appendix 1. Visit Scotland also provides 1-2-1 business advice, industry workshops, quality assurance, research and tourism Intelligence as well as toolkits and advice documents. Officers developed with Visit Scotland, Talking Tourism surgeries for local Communities and an initial pilot was held in Ballantrae and was due to be held in Girvan until halted due to Coronavirus. The most recent business engagement summary prepared by Visit Scotland is attached as Appendix 2. However, this document has been significantly overtaken by the impact of Coronavirus. 4.5 Our work on tourism has been significantly affected by Coronavirus and that is anticipated to continue for a considerable time. An interim strategy is being prepared which sets out a focus during this period of uncertainty. That strategy will shape the future work we do in partnership with Visit Scotland going forward. This will support a clear link to be made between marketing campaigns and impact going forward. 5. Legal and Procurement Implications 5.1 There are no legal implications arising from this report. 5.2 There are no procurement implications arising from this report. 6. Financial Implications 6.1 Not applicable. 7. Human Resources Implications 7.1 Not applicable. 8. Risk 8.1 Risk Implications of Adopting the Recommendations 8.1.1 There are no risks associated with adopting the recommendations. 8.2 Risk Implications of Rejecting the Recommendations 8.2.1 If the proposals in this report are not accepted then the Council may not be considered to be discharging its scrutiny function effectively. 9/ 2 9. Equalities 9.1 The proposals in this report allow scrutiny of performance. The report does not involve proposals for policies, strategies, procedures, processes, financial decisions and activities (including service delivery), both new and at review, that affect the Council’s communities and employees, therefore an equality impact assessment is not required. 10. Sustainable Development Implications 10.1 Considering Strategic Environmental Assessment (SEA) - This report does not propose or seek approval for a plan, policy, programme or strategy or document otherwise described which could be considered to constitute a plan, programme, policy or strategy. 11. Options Appraisal 11.1 An options appraisal has not been carried out in relation to the subject matter of this report. 12. Link to Council Plan 12.1 The matters referred to in this report contribute to Commitment 4 of the Council Plan: South Ayrshire Works/ Make the most of the local economy. 13. Results of Consultation 13.1 There has been no public consultation on the contents of this report. 13.2 Consultation has taken place with Councillor Siobhian Brown, Portfolio Holder for Economy and Culture, and the contents of this report reflect any feedback provided. Background Papers Report to Partnerships Panel of 6 February 2019 - South Ayrshire Council and Visit Scotland Person to Contact Claire Monaghan, Service Lead – Community Facilities County Buildings, Wellington Square, Ayr, KA7 1DR Phone 01292 612757 E-mail [email protected] Date: 10 November 2020 3 Appendix 1 Summary of Regional Work Tourism Activities In addition to the VS activity noted in the Panel report, the Council has some regional tourism activity as set out below: Ayrshire Golf Scotland (AGS) – South and North Ayrshire Council supports AGS to actively promote golf within the region to both domestic and international markets. Its activity has included establishing a database of 15,000+ potential golf visitors as an audience for social media marketing, supporting the development and promotion of local golf packages and hosting tour operator visits from International markets. Ladies Open Golf Championship (Troon 2020) We engage in strong promotion of South Ayrshire as a golf destination and the hosting of the Women’s British Open whilst not open to the public enabled the region to be broadcast on television to a worldwide audience. Tourism EXPO 2020 – this tourism trade exhibition was cancelled though had been fully organised by South Ayrshire Council to promote Ayrshire and Arran to trade and tour operators; we support local tourism businesses by providing space on the stand and assisting them arrange meetings with tour operators. Ayrshire Smiles Training Programme - a free online training initiative designed for tourism and hospitality workers. After revisions and updates this was due to be relaunched . Previously there were 1000+ registered users with some 600+ having completed the training. Since the updates were made the Programme was promoted via the Council’s Retailer Support Packs, a VS business event and collaboration with Ayrshire College leading to over 60 further registering to date. A wider launch and marketing campaign will follow . Food and Drink - the three Councils have once again joined forces with The List to create Ayrshire Larder – an online and print resource of food and drink providers and trails in the area. These have been distributed to a number of local businesses and accommodation providers and are also issued to guests of International visits and at events. The COIG and SW300 - Consideration is being given to supporting two tourists routes. The Coig is a series of five tourist routes covering Ayrshire, Arran, Bute and Cumbrae, offering people an exciting new way to explore the beautiful coast and countryside on their doorstep. South West Coastal 300 route is a stunning drive just over 300 miles. Much of route follows fabulous coastlines & delightful villages. 1 Appendix 2 The aim of the dashboard is to provide key performance data for the Ayrshire region from the period 1st March until 1st March 2020. The data is pulled from a range of sources which are referenced throughout the slides. Analysis of the data, at this point, will enable the wider team to: • Understand how the region is performing as a collective • Use data to drive decision making and priorities for support, events and activity for the year ahead • Identify and analyse product gaps throughout the Ayrshire region • Understand what product/s are currently in higher search demand therefore we can advise disperse footfall • Prioritise efforts and energy in the lead up to account management • Work with colleagues within the marketing and communications teams to shape the narrative for 2020/21 • Map a clear pathway for internationalisation and market readiness to present to businesses as opportunities • Stimulate areas of discussion with RD and help formulate alignment of strategies • Use tools such as Mental Network Analysis, SCRM and regional strategies to formulate a direction • Plan activity Tourism is very important to the economy of Ayrshire and it’s outlying islands of Arran and Cumbrae. Generating in excess of £348M of revenue per year from some 3.5M visitors. This supports up to 9000 jobs (Ayrshire and Arran Tourism Strategy, 2017). With enviable assets and strengths that offer a diverse range of experiences for visitors spanning rural, coastal, historical and built environments in addition to world class golf, sailing, culture and heritage; high quality food produced locally and award winning hospitality, beautiful islands, marine wildlife, green spaces and countryside, Ayrshire as a region has it all but at times under sells itself in terms of marketing propositions. Much more can be made of the assets of both local communities and the physical assets of the land and coastline and also local characters that bring the product to life.