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Tourism Strategy, 2007) CONTENTS Page Number Executive Summary 3 VISION 4 - Our Vision 4 - Our Ambition 4 - The Way Ahead 5 POLICY CONTEXT 5 - National 5 - Regional 5 - Local 6 MARKET CONTEXT 7 - National - Scotland 8 - Regional – Ayrshire & Arran 8 - Local – East Ayrshire 8 - Emerging Trends 10 TOURISM PRODUCT & POTENTIAL 11 - History, Heritage & Ancestry 13 - Famous People 14 - Arts & Culture 16 - Leisure & Visitor Attractions 17 - Outdoor Activities & Nature Based Tourism 18 - Green Tourism 21 - Food & Drink 22 - Day Visits & Short Breaks 23 - Festivals & Events 24 - Business Tourism 25 - Golf 25 - Retail 26 TOURISM INFRASTRUCTURE 27 - Accommodation 27 - Accessibility & Transport 28 - People & Skills 30 - Information Communications Technology 31 MARKETING & PROMOTION 32 - Image & Brand 32 - Marketing 33 - Tourist Information 34 DELIVERY 35 - Implementation 35 - Performance Measurement 38 2 Executive Summary This document outlines our vision for the tourism industry in East Ayrshire over the next six years to 2015, and describes how the area will contribute over this timescale to the national growth target set by the Scottish Government of 50% real terms growth in tourism revenues by 2015. The key principle, which underpins the direction, is to create and develop links with and between public sector economic regeneration agencies, tourism businesses in the private sector and attractions and facilities operated by the public sector, and communities within East Ayrshire to work together towards a shared vision for tourism. This is vital to ensure that it is implemented and further developed over the next seven years. East Ayrshire has an existing tourism product comprising of history and heritage, cultural venues and visitor attractions, and natural environment providing opportunities for a range of outdoor activities and recreation. When viewed in context of economic impact, tourism contributed around £56 million to the economy of East Ayrshire in 2006, a decrease on the previous year. The current economic climate in the UK, increasing competition from domestic and international destinations, and context of decreasing local tourism revenue provides a considerable challenge for the tourism industry within East Ayrshire to work in partnership to achieve economic growth which benefits local businesses and communities and contributes to the national ambition for growth. Analysis of the tourism product and potential confirms that there is considerable potential to grow tourism revenues and this document outlines a way ahead, to make the most of the area’s assets and deliver sustainable tourism growth by enhancing the tourism product through innovative and imaginative projects and encouraging collaboration both within the area and with neighbouring areas to package complimentary product offerings and promote the area as an attractive destination for visitors. 3 VISION The Vision for the area, outlined in the East Ayrshire Community Plan is that: “East Ayrshire will be a place with strong, vibrant communities where everyone has a good quality of life and access to opportunities, choices and high quality services which are sustainable, accessible and meet people’s needs.” Tourism will contribute towards achieving this vision, through the Improving Opportunities and Improving the Environment Themes of the East Ayrshire Community Plan. Tourism is a key industry with great potential for economic growth, and East Ayrshire Council believes that in order to compete to our maximum potential in an increasingly competitive global marketplace for tourism, there is a need for a more clearly defined vision which everyone shares and strives to achieve. Our Vision “By 2015 East Ayrshire will be an immediately recognisable and even more attractive destination where our industry works together to provide a unique, authentic and accessible tourism experience which focuses on exceeding visitor expectations and delivers tangible benefits to the wealth and wellbeing of local communities.” This vision is ambitious given the current position and climate of increasing competition. It will only be achieved through the commitment of private sector tourism businesses and public sector operated facilities working together, with public sector agencies providing appropriate and justifiable business development and marketing support. This document outlines the scope of this vision and sets out clear and achievable actions which are necessary to reach this vision and capitalise on the potential for tourism growth to contribute to the sustained regeneration and economic prosperity of East Ayrshire. Our Ambition Our strategic ambition is to achieve 10% real terms growth in tourism revenues by 2015. While this may seem a relatively modest target in comparison to the national target of 50% real terms growth in tourism revenue it is considered that this is a realistic target for sustainable growth taking into account the fragility of the current economic climate and the level of tourism development required to achieve this growth. This aligns with the target set out in the East Ayrshire Community Plan of a 5% increase in tourism revenue by 2011. Continued growth at this rate will allow the target of 10% growth in revenue to be met by 2015, contributing towards the national agenda for tourism. These targets will be reviewed at the halfway point in the planning review in 2011. 4 The Way Ahead Taking into account the context and analysis considered in the development of this document, the following aims form the strategy recommended to grow tourism revenue in East Ayrshire: 1) To establish and work towards a growth ambition and vision for tourism. 2) To develop an active, connected tourism community. 3) To develop a framework for research and information monitoring. 4) To enhance and expand the tourism product. 5) To improve tourism infrastructure to support the tourism product. 6) To proactively market the area as an attractive destination. The way ahead for tourism in East Ayrshire will focus on these aims, and work to deliver this will be built around the five drivers for growth as outlined in VisitScotland’s Tourism Prospectus:- Invest Driver One: Capital Investment Shout Louder Driver Two: Incremental Marketing Total Quality Driver Three: Market Positioning 24/7/52 Driver Four: Capacity Utilisation Sell Driver Five: Cross-selling POLICY CONTEXT National In 2006, the Scottish Executive published ‘A Tourism Framework for Change’, as a result of collaboration with the private sector. The document outlines what needs to be done to achieve the strategic ambition of 50% growth in tourism revenue in Scotland by 2015. The national tourism marketing agency, VisitScotland, followed this up with the publication of the ‘Tourism Prospectus’ in September 2007 which considers that the national 50% growth ambition outlined in the Tourism Framework for Change is still achievable and has highlighted that spend is a more important focus than trip volume. They do however acknowledge that achieving the ambition will require significant intervention by both the private and public sectors, sustained over several years. As noted, the ‘Tourism Prospectus’ identifies five drivers for growth which work should be built around to achieve this ambition. It is anticipated that the 50% growth in revenue will be achieved, not solely through growth in visitor numbers, but through a 20% increase in visitor numbers who stay longer and spend more per person during their trip. Regional The regional context of tourism in Ayrshire is undergoing a period of change at the time of writing this document. As of April 2008 both VisitScotland and Scottish 5 Enterprise have restructured their organisations following Scottish Government reviews. At a regional level, tourism promotion was structured around the boundaries of the former Area Tourist Boards (ATBs) which operated as membership organisations prior to the creation of VisitScotland. Since abolition of the ATBs VisitScotland operates as a tourism marketing agency, engaging with visitors, businesses, and strategic partners to market Scotland’s tourism product within the UK and overseas. The Ayrshire & Arran Tourism Partnership (AATP) was established following the abolition of ATBs in 2005 to ensure continued industry participation and representation of local interests. The Partnership had no official status but acted as a link between the public and private sectors and developed the Ayrshire & Arran Tourism Partnership Plan 2006-2009, structured around the themes of the Tourism Framework for Change. The AATP was discontinued in 2008 due to lack of impetus from private sector and uncertainty following the reorganisation of VisitScotland and Scottish Enterprise. As of April 2008 VisitScotland re-organised its local activities around six larger regions aligned to the Scottish Enterprise regional structure. Therefore Ayrshire is now part of a wider West Central Scotland Region with Network Offices in Glasgow and Prestwick. The network of Local Enterprise Companies, including Scottish Enterprise Ayrshire no longer exists although the local offices have been retained. Management of Business Gateway and responsibility for local regeneration projects has been transferred to Local Authorities, with Scottish Enterprise focussing on projects of regional and national significance. Both VisitScotland and Scottish Enterprise are key strategic partners in delivering tourism growth so these organisational changes at regional level will certainly impact upon local tourism development
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