Burns Tourism in Nithsdale

January 2021 A study commissioned by Dumfries & Galloway Council

David Hicks, Heritage Consulting [email protected], 07967 650 316 Contents

Introduction 3

Executive Summary 5

Market Analysis 7 The tourism value of Burns 12

Case Studies 18

Previous Marketing Approaches 23

Action Plan Framework 25 Partnership Approaches and Funding Opportunities 26

Appendix A - List of consultees 29

Appendix B - Draft Job Description: Burns Tourism Officer 30

With grateful thanks to the following for their support in the production of this study: Ian Barr, Dumfries & Galloway Council; Professor Gerard Caruthers, Glasgow University; David Smith, Upper Nithsdale Community Initiative; Ali Bowden, Edinburgh City of Literature Trust; Siobhan Ratchford, Dumfries & Galloway Museums; Susan Colquhon, National Trust for Scotland; Al Thomson, Unique Events; Dr Darinna Gallagher, James Joyce Centre; Giles Ingram, Abbotsford Trust.

2 Introduction

This study has been commissioned by Dumfries & Galloway Council, with the aim of researching the potential for increased value from Burns tourism to Dumfries and Nithsdale. It analyses the possible visitor segments for a Burns tourism offer, presents some relevant case studies and identifies previous marketing approaches. In addition to desk-top research, a series of consultations have been conducted with key local stakeholders, and online workshops in November and December 2020.

The economic value of the poet was recently analysed in the report Robert Burns and the Scottish Economy, published in December 2019. This outlined the value of Burns heritage to tourism, festivals, the food and drink sector, and as a brand in its own right. The report estimated a value of £21m to Burns tourism in Dumfries & Galloway, and suggested that in comparison to other parts of the country its connection to the national poet is relatively under promoted.

In recent months two new organisations have been established, which place Dumfries & Galloway within a South of Scotland economic context. South of Scotland Enterprise acts as a regional economic and community development agency, supporting businesses and grassroots groups. South of Scotland Destination Alliance is the strategic destination management and marketing organisation, promoting and supporting tourism initiatives across the region. These new agencies offer opportunities to capitalise on a collaborative vision for promoting Burns tourism in the area.

In addition to these regional bodies, the Dumfries Partnership Action Group has been formed, bringing together local businesses and community groups to lead the development of the town. The recent development of Moat Brae House as a visitor attraction, with its connections to the writer JM Barrie and his famous work Peter Pan, has also served to highlight literature as an important theme for Dumfries.

Burns heritage in Nithsdale Dumfries and Nithsdale have a wealth of connections to Scotland’s national poet. Robert Burns moved with his family to Dumfriesshire in 1788, signing a lease for Ellisland Farm, and then taking on the role of excise officer the following year. Burns later moved to Dumfries, and died there in July 1796. Today there are many places where visitors can discover more about Burns, his life and work.

• Burns House Museum - the town house where Burns lived for the final three years of his life is now a museum in the care of Dumfries & Galloway Council. • Robert Burns Centre - a historic building in Dumfries with a permanent exhibition interpreting Burns life and work in the area, managed by Dumfries & Galloway Council. • Ellisland Farm - the farm that Burns leased is now owned by a charitable trust. • Mausoleum - the monument built around Burns grave is open to the public. • Robert Burns statue - erected in Church Place in Dumfries. • Jean Armour statue - erected opposite St Michael’s Church. • Museum collection - Dumfries & Galloway Museum service hold a collection of original manuscripts, letters and personal objects connected to Burns. • The Globe Inn - the place Burns described as ‘his favourite howff’ is now a bar and restaurant, with historic rooms once used by Burns and a collection of personal items.

While living in the area, Burns wrote over 130 poems and songs, including some of his most famous works such as Tam O’Shanter and Auld Lang Syne. Many other works refer to locations or incidents that took place in the area, such as The Banks of Nith and On Seeing a Wounded Hare. Dumfries and Nithsdale can rightly claim to be at the heart of ‘Burns Country’.

3 Some of these Burns connections have been mapped for this project, to illustrate the rich heritage that Nithsdale has to offer (Above: Detail from the map showing visitor attractions, places, poetry and songs associated with Burns in Nithsdale).

The Google map is available by visiting https://www.google.com/maps/d/viewer? hl=en&mid=1lKi9ssCDkGP7OXJ1AKCEF4vLXIRKqUBS&ll=55.121927021246705%2C-3.8081674 49999993&z=9

4 Executive Summary

There is clear potential for increasing the value of Burns related tourism in Dumfries and Nithsdale through a collaborative approach, with attractions and other businesses working together to develop new packages of products or experiences which encourage both increased overnight stays and visitor spend.

Telling the story The story of Burns’ life and work in Nithsdale can provide a strong and compelling narrative to promote the area to visitors. It offers a unique opportunity to discover the link between the creator and the created, anchored in well-established built heritage attractions. His poetry, song, letters and the many traditions associated with Burns also help to illustrate the distinctive character of the area. This heritage can highlight its many other attractions, and build the critical mass needed to bring Nithsdale to a larger tourist market. Working collaboratively will be crucial to realising this potential, as there are many stakeholders of Burns heritage in the area, rather than a focus on a specific site or attraction. Stakeholders also need to innovate and pilot new ideas, and not feel tied to traditional ways of interpreting his life.

The key benefits Focusing a tourism offer on Burns heritage brings a range of benefits: • Burns is an icon of Scottish culture, recognised across the world, promoted annually by national and international campaigns, and a good match with the themes of 2022 the Year of Scotland’s Stories. The national and international network of Burns clubs provides a ready market for a distinctive offer focused on his life and work in Nithsdale. • Dumfries and Nithsdale have a wealth of connections to Burns, not just the built heritage of his homes in Dumfries and Ellisland Farm, the mausoleum and statues. There are also the significant number of poems, letters and songs written in the area, and his history as a farmer and excise officer. All together this heritage represents a tremendous asset, for marking out the distinctive and unique character of the area. • This wealth of heritage offers opportunities to find relevance for many different visitor segments, and closely match key tourist motivators. His writings on natural heritage can be used to promote local landscape and scenery, his songs performed as part of events, and the story of his years as a farmer and traditions of the Burns Supper make easy connections to the food and drink sector. • From a South of Scotland tourism perspective, literature is a key cultural strength for the region. Highlighting Burns life and work will enable Dumfries and Nithsdale to collaborate with others across the South of Scotland, helping to make the area more visible for tourists.

Visitor segments A Burns tourism offer can target visitor segments likely to increase income from tourism in Dumfries and Nithsdale, through greater overnight stays and visitor spending.

Following the VisitScotland UK visitor profiles, the Engaged Sightseer represents a clear match with a Burns tourist offer. This segment prioritises heritage and culture as motivators for a visit, and also seeks a local, authentic experience. There is potential for promoting touring holidays in the area, particularly by car, cycle or motorhome, which matches with this visitor segment. The use of Burns heritage to provide an overarching narrative about Dumfries and Nithsdale could be a crucial element in realising this potential.

A compelling offer could be developed in terms of cultural tourism, for the Food-Loving Culturalists in VisitScotland’s profiles and the Culturally Curious segment identified by Failte Ireland. Evidence shows that cultural tourists stay longer and spend more than general tourists. A more effective use of Burns heritage to develop new products or experiences would be core to attracting this audience to Dumfries and Nithsdale.

Marketing approaches From the analysis of case studies and previous marketing projects there are some successful approaches which could be used in Dumfries and Nithsdale: 5 • Partnerships with other businesses are important, adding value to the visitors’ experience and making the offer more distinctive. • Free family activities are useful for attracting a local audience and cross-promoting other events or attractions. • An events programme is a good way of reaching different audiences, and Burns heritage offers possibilities throughout the year. In January around Burns Night, in February with love poetry for Valentine’s Day, and in October linking the poem Tam O’Shanter to Halloween. • There are clear possibilities to collaborate with the food and drink sector, developing partnerships or sponsorships, to develop the quality of the visitor experience.

Action Plan Framework - Building the foundations 2021 - 2024

Burns Tourism Partnership

Capacity Knowledge Building

Enhancing knowledge of Supporting Burns heritage Burns heritage in Nithsdale attractions and local businesses to develop • Annual Burns Tourism partnerships Conference • Digital tool for Burns • Burns Tourism Officer heritage (0.5FTE) • Training, CPD & fam trips • Business Opportunity Guide • Innovation workshops • Innovation grants

Creative Opportunities

Preparing for opportunities by developing strategic partnerships

• Burns & Books - South of Scotland tourist trail • Year of Scotland’s Stories • South of Scotland literary links • Local networks • South of Scotland Destination Alliance • Burns events and festivals

6 Market analysis

Heritage and Cultural tourism in Scotland Heritage and culture are seen as major drivers for Scottish tourism. In the national visitor survey conducted by VisitScotland in 2016, 33% of respondents identified history and culture as a key motivator to visit, second only to scenery and landscape. Together these are seen as being Scotland’s key strengths for all types of visitors, regardless of where they have come from and whether they are first time or repeat visitors. The national tourism strategy TS2020 identifies heritage and culture as one of the five key assets for growth, and developing authentic experiences.

For Dumfries & Galloway, the 2016 VisitScotland survey showed 35% of visitors identifying history and culture as a key motivator to visit. Scenery and landscape were the most significant factor, cited by 63% of respondents, along with 43% who mentioned ‘getting away from it all’ as a main attraction for visiting the area.

Heritage and culture are recognised as broad themes, and VisitBritain has sought to refine this category into three ‘pillars’. These are built heritage (castles, stately homes etc.), cultural heritage (museums, gardens, literature), and contemporary culture (music, visual arts, film, design etc.).

The life and work of Robert Burns can encompass all three of these ‘pillars’, capable of bringing together the different facets of heritage and culture under one narrative, and potentially attracting a wide audience cutting across different visitor segments.

Across the South of Scotland region, literature is a strong cultural tourism theme. As well as the Wigtown and Borders Book Festivals, there is Moat Brae House with its connections to JM Barrie, Sir Walter Scott’s home at Abbotsford and the John Buchan Museum at Peebles.

Opposite: Literary attractions in the South of Scotland region.

Tourism in Dumfries & Galloway The VisitScotland report for the region published in early 20191 shows that the volume of tourism was increasing. The period 2016-18 marked a 24% increase in the total number of trips and an 18% growth in net tourism spend, due to a significant rise in day trips to the region (a 29% increase over the period).

In terms of overnight visitors, 95% were UK residents, the highest proportion of domestic tourists from across all of Scotland’s regions, with the majority coming from England and Wales. International visitors made up 5% of the visitors, but account for 15% of the tourism spend.

For international tourists, the data indicates that most are holiday makers, staying for more than a week and visiting in the summertime. The majority of overseas visitors were from Europe, but a

1 Dumfries & Galloway Factsheet 2018, VisitScotland, December 2019 7 comparison of 2015/17 average figures with those from 2016/18 shows a large increase in tourists from North America. The International Passenger Survey for 2016 indicates that the USA, Germany and Netherlands were the main markets for Dumfries & Galloway.

Domestic visitors stay for less time, typically 1-3 nights, and their visits are more spread through the year (Jan - Mar 14%, Apr - Jun 25%, Jul - Sep 35%, Oct - Dec 26%).

Some activities saw a significant increase over the period of the VisitScotland report, probably driven in part by the rise in day trips. For example, sightseeing on foot increased 87%, bird watching by 51% and visiting a castle/other historic site by 65%.

The vast majority of tourists to Dumfries and Galloway are using their car, accounting for 468,000 overnight stays according to the Great Britain Tourism Survey in 2016. It is interesting to note that motorhomes or camper vans accounted for 27,000 overnight stays, a relatively high figure for Scotland’s regions, only outdone by the Highlands.

In terms of accommodation, most visitors are either coming from their own home or staying with friends or relatives, as could be expected from the high proportion of day-trippers. Self-catering though is clearly very important in the region, accounting for 955,000 overnight stays, a figure only exceeded by the Highlands. Camping and caravanning are also important with 224,000 overnight stays, with hotels accounting for 166,000 stays and B&Bs at 48,000.

VisitScotland’s UK visitor segmentation In 2014 VisitScotland developed a series of UK visitor segmentation profiles. Five main visitor segments were identified, and as mentioned above, landscape/scenery and heritage/culture are important motivators for making a visit across all these segments.

• Adventure Seekers - like to participate in a range of activities, sports, outdoor adventures, such as walking, hill climbing and cycling. Cultural activities will play a part and natural heritage is a crucial factor in deciding where to visit. Affluent, typically under 35, likely to have children, 23% live across North of England, early adopters of technology.

• Natural Advocates - feel Scotland is the best part of the UK for a holiday, enjoy getting away to rural and remote locations, rejecting crowds and hustle and bustle. Favour gentle outdoor activities, scenery and landscapes, walking, sightseeing and visiting heritage sites. Mid-level affluence, typically 35 - 54, more likely to have children or grandchildren, 21% live in Central Scotland, 29% across North of England, average use of internet/social media.

• Curious Travellers - enjoy travelling as a hobby, exploring the history and culture of destinations; enjoying scenery and landscapes; getting off the beaten track and trying new things all appeals to their natural curiosity. Affluent, a spread of ages but concentration on middle - upper age bands, typically adult only household, 23% live across North of England, above average internet/social media use.

• Engaged Sightseers - historical places are of great interest as well as scenery, nature and wildlife. Short walks will appeal and they will enjoy exploring beyond the whistle stop tourist route to seek out an authentic experience, for example engaging with the local culture and participating, rather than just observing. Mid-level affluence, typically over 45, more likely to be adult only household, 26% live across North of England, below average internet use and social media engagement only with family members.

• Food-loving Culturalists - although looking for high quality food and drink experiences, the driving force behind choosing a destination will be cultural activities, visiting castles/historic properties, short walks, visiting museums and galleries, sightseeing and parks and gardens. Special exhibitions, events or openings may also appeal. Most affluent segment, typically 25 - 54, more likely to be adult only household, 21% live across the North of England, heavy internet and social media use.

8 Visitor segments across the South of Scotland In 2019 TEAM consultants undertook a tourism market assessment for the South of Scotland2. As part of this study, the current and potential visitor segments were analysed using the VisitScotland profiles mentioned above.

Their report notes that the region has assets that would help support marketing to all the five visitor segments. The issue it highlights is that these are mainly listed as individual attractions and experiences, making the offering appear limited and lacking in “a destination level sense of critical mass”. The South of Scotland has strengths in terms of natural, cultural and built heritage assets, “but there is a lack of packing or bundling these together as products for the target markets and promoting these as unique and authentic experiences”.

The report notes a focus on three segments as the primary market, and the assets/experiences matching each:

Visitor segment Current asset/experience

Adventure Seekers Mountain biking centres, long distance cycling and walking

Engaged Sightseers Arts, built heritage, literature, scenery, sightseeing by car, gentle walks

Natural Advocates Natural heritage - upland and coastal scenery, forests and wetlands

The report’s authors note that with the development of food and drink networks and strategies, the Food-loving Culturalists segment should be seen as a realistic medium to long term prospect. The most important factor for this segment is culture, with a distinctive accommodation and a food and drink offer to support the visit.

For Curious Travellers investment in new products and experiences is seen as crucial, such as themed routes linked to unique and quirky accommodation and the creation of visitor experience development plans for priority destinations.

The Literary Tourist Most studies define the literary tourist as either a ‘pilgrim’, a visitor making a special trip to view places associated with an author, or those with a passing interest, for whom it is an aspect of their holiday that they discover once they arrive. In most cases, literary tourism is place-based, with visitors specifically interested in how locales have influenced writing, or how writing has imagined or created a setting.

Literary tourism is commonly seen by tourist and destination management organisations as a growing market, in some cases moving from a niche to mass tourism. Authors with established international recognition are major drivers for tourism in the UK. Shakespeare’s Birthplace in Stratford-upon-Avon is a corner stone of the UK’s appeal for visitors, and more recently Edinburgh has seen a huge increase in Harry Potter themed tours and gift shops. VisitEngland research published in 2017 for World Book Day showed that 1 in 4 had visited a literary location and read literature related to the place they were visiting.

It is worth noting that the World Tourist Organisation reports that cultural tourism represents between 35-40% of all tourism worldwide, and that it is growing at 15% per annum - three times the rate of growth of general tourism. Their research also shows that cultural tourists are more likely to stay longer in a destination, taking advantage of other activities and spending more in the local economy. These findings seem to be borne out by a recent economic impact study of the

2 South of Scotland Tourism Experience, Market Assessment, TEAM Tourism Consulting, April 2019 9 Wigtown Book Festival3. the Study found that around 40% of visitors stayed overnight, for an average of 3-4 nights. The average daily spend of visitors from the rest of the UK was £133.73 and from overseas tourists £162.89, compared to the general figure for Dumfries & Galloway of £43.

Specific visitor profiles for literary tourism are hard to come by. In general most studies describe book lovers as affluent, seeking personal and authentic experiences, passionate and well- educated and frequent travellers. A relevant example is the Yeats 2015 festival. In addition to educational and specialist interest groups, the festival marketing targeted two visitor segments, as defined by Failte Ireland:

• Culturally Curious - an older audience wishing to explore new places, who seek out authentic cultural experiences as the main driver for a visit. This group is seen as being of one of the most important for Irish tourism, with literature identified as a key asset.

• Social Energisers - a younger audience looking for an exciting time in a vibrant destination. Involved as a fringe crowd/early adopters, lending a contemporary cache to the year and creating an appetite for association.

The Culturally Curious segment is seen as being the core visitor for literary tourism, and is further defined as:

• Visitors who choose their holiday destinations carefully and are independent 'active sightseers' looking to visit new places, and expand their experience by exploring landscapes, history and culture. • Unlikely to return for some time once they have visited a new place, and often travel in a couple or as individuals and rarely in a family group. The age group for this segment is 40 plus years. Failte Ireland estimate the size of the UK market at 4.7 million. • Dislike seeing things seen before, package trips, ‘laid-on’ activities and ‘being told what to do’ • Expect something out of the ordinary, superior service, a human guide offering real insights into local history, environmentally friendly features.

Wellness Tourism In January 2019 VisitScotland published its latest insights research into tourism trends, which highlighted the growth in ‘wellness’ tourism. This stems from an increasing desire from tourists to escape, recharge and experience new things. Having an authentic, place-based wellness tourism product is increasingly seen as important.

VisitScotland highlight this trend as a key opportunity for Scotland, drawing on assets such as landscape and open space, natural and built heritage, culture and local produce. The South of Scotland is well-positioned to benefit from this trend.

The TEAM consultants report recommends a market positioning based on three overarching themes:

• Cycling - including a range of abilities, from endurance riding to using e-bikes, building on assets such as the 7stanes mountain bike trails.

• Touring - by car, walking, motorhome, caravanning and camping, building on the built and natural heritage assets of the region, its festivals and food producers, and a good network of quiet roads.

• Time with family - people seeking quality time with extended families, couples or groups of friends on short breaks or learning new skills together.

3 Economic Impact Evaluation of the 2019 Wigtown Book Festival, Bellerby Economics, November 2019 10 The opportunity in terms of touring by car and motorhome is borne out by the existing tourism surveys highlighted above. It is also interesting to note that the Dumfries VIC has reported a significant increase in interest in summer 2020 from visitors looking for camping and caravanning sites, and from motorhome associations.

For this last market, facilities such as electricity and waste disposal are important, and VisitScotland staff have recently produced a spreadsheet listing motorhome stopover locations in Dumfries and Galloway in response to requests. Some of these are close to Burns venues, such as Glencaple Quay and Ae Forest.

Travel Trade The travel trade is commonly defined as either coach tours, usually with upwards of 30 passengers, or the fully independent traveller (FIT) who has booked through a tour operator but travels independently, for example by rental car.

All available data suggests that there are low penetration levels from the travel trade into the South of Scotland. The Gretna Green Blacksmith’s Shop is a well-established coach stop, with supporting facilities and a club membership scheme for drivers and guides. Moffat also has a reputation as a stop off for coaches, offering facilities for passengers close to the M74 route. In general coach tours stay for one night, before heading north to the Highlands or a return south of the border.

The Portpatrick Hotel, owned by the Shearing’s group, is a hub for coach tours. Typically these are 2 nights stays, and include tours along the coats to Ayr or Stranraer. Interestingly, these do highlight the trip to Ayrshire as a tour in ‘Burns country’ (https://www.shearings.com/holidays/ portpatrick-weekend).

FIT’s represent a much better opportunity for the South of Scotland. The broad range of small- medium hotels, B&Bs, variety of activities on offer and the network of roads, present many opportunities to develop tailored itineraries suitable for this market. Proximity to international airports and ferry terminals is another key factor.

Tourism trends during the Covid-19 pandemic The current Covid-19 pandemic has had a major impact on tourism across Scotland. The vast majority of tourism businesses in Dumfries & Galloway have been closed or able to open only on a temporary basis.

It is an ever changing and evolving picture, and predicting future consumer demand is difficult at this stage. However, looking across market surveys and activity through the summer and autumn of 2020, it is possible to outline some general short-term trends:

• In June VisitBritain visitor surveys showed a significant rise in consumer confidence to travel within the UK. • Scotland was the second most likely destination for short breaks or holidays. • Countryside/village and rural coastline were the most popular destinations, with outdoor areas, attractions and activities being preferred.

This desire for outdoor activities and rural destinations fits well with the existing tourism offer in Dumfries & Galloway. Nithsdale’s Burns heritage has a key part to play in marketing the area to match this trend:

• Burns heritage can play a significant part in helping to highlight the areas landscape and scenery, using his poetry and storytelling around his role as a farmer and excise officer. • Small scale VIP packages developed for Burns visitor attractions, offering exclusive access to historic interiors.

11 The tourism value of Burns

National platforms Robert Burns is one of Scotland’s most famous figures, with a reputation as the nation’s poet and international recognition of his work. As such he plays a prominent part in national promotional campaigns, particularly the Homecoming years of 2009 and 2014. VisitScotland promote Burns (https://www.visitscotland.com/about/famous-scots/robert-burns/) and Burns Suppers (https:// www.visitscotland.com/about/famous-scots/robert-burns/burns-night/) frequently in their marketing, with dedicated pages and resources on their consumer facing website.

Burns’ work and image are currently used to market a variety of products, looking to promote a sense of Scottish authenticity. The 2019 report Robert Burns and the Scottish Economy4 estimated that Burns related produce and retail is worth £20m per year. A good local example is the ‘Man of Words’ whisky produced by the Annandale Distillery.

The Year of Scotland’s Stories in 2022 represents a real opportunity to promote Burns nationally and internationally. Scotland’s Stories will showcase the country’s rich literature, film, oral traditions and myths and legends. Previous themed years have been accompanied by national and international campaigns and a grants programme for related events.

There is also a well established market of Burns enthusiasts in Scotland, with clubs dedicated to the poet’s memory throughout the country. The Robert Burns and the Scottish Economy report found that the average Burns enthusiast is male, over 55 years old, highly educated and financially well off. The report noted the links between this demographic and high-end cultural tourism spend.

Burns tourism in Dumfries The Robert Burns and the Scottish Economy report estimated a value of £21m for Burns related tourism in Dumfries and Galloway, with just over 50,000 visits to the main Burns attractions in 2018. In Ayrshire the value is estimated at £121m, which relates mostly to the Robert Burns Birthplace Museum, which attracted 266,000 visitors in 2018. Of these 56% were tourists on overnight stays, and 44% day-trippers. Previous surveys in South Ayrshire have shown 43% of respondents mentioning Burns as a reason to visit the area.

Above: The economic value of Burns tourism, source Robert Burns and the Scottish economy, Professor Murray Pittock, October 2019

4 Robert Burns and the Scottish economy, Professor Murray Pittock, October 2019 12 It is important to note that Burns heritage in Dumfries and Nithsdale is of a very different nature to Ayrshire, with a series of historic houses as visitor attractions and many businesses or locations able to claim a strong connection to his life and work in the area. There are many stakeholders, and it will be crucial for them to work collaboratively to realise their economic potential in terms of tourism.

Visitor surveys taken at Dumfries museums can begin to form a profile for the Burns visitor in the area. A survey at the Robert Burns House Museum conducted in 2008-9 showed that 58% of visitors had a general interest, 33% visited because of a specific interest in Burns.

Origin of visitors to Robert Burns Age of visitors to Robert Burns House Museum House Museum

14% 15% 8% 3% 31%

15% 33%

56% 26%

In Dumfries Elsewhere in D&G Under 12 yrs 12 - 16 yrs 17 - 35 yrs Elsewhere in the UK Overseas 36 - 59 yrs Over 60 yrs

As shown in the charts above, the majority of visitors were from outside the region, predominantly from elsewhere in the UK, and aged over 36 years.

Other surveys for the Robert Burns Centre from 2013 reported similar figures, with 59% of visitors with a general interest, 22% specific interest in Burns. Again, 55% of respondents were from elsewhere in the UK, with 5% from overseas. The latest survey available was conducted between February - April 2019, which showed 12% were from Dumfries & Galloway, 30% from elsewhere in Scotland, 51% elsewhere in UK and 5% from overseas. In terms of age 13% were 26-40 yrs, 31% were 41-59 yrs, 29% were 60+ yrs.

This general profile matches with the Engaged Sightseers, Food-loving Culturalist and Culturally Curious visitor segments noted above.

Consultation with local stakeholders In the course of research for this study a series of local stakeholders were consulted (see Appendix A), as a way of gauging perceptions of the current and potential value of Burns tourism to the area.

All those consulted perceived a real potential for Burns related tourism, but there was also agreement that there is a need for this to be packaged as a visitor experience. An emotional rather than a factual journey.

Existing visitor markets Consultees agreed that Burns is currently a major draw for visitors to the area, and most recalled encounters with international visitors. People from the USA, Canada, Nordic countries, Russia and Japan were mentioned most frequently. The perception is that these are people on a ‘Burns pilgrimage’ with specialist knowledge, or those drawn by ancestral links, and usually older people aged over 50. Tourists with an interest in Burns are perceived to be a smaller proportion of visitors to the Visitor Information Centre, with the majority having more general interests.

Some of those consulted were cautious about the level of awareness of Burns for international visitors, feeling that it can be easily overstated. As some pointed out, visitors from overseas may be remembered more because they are unusual. For those offering Burns themed products such 13 as guided tours, there is a consensus that the overwhelming majority of interested visitors are from English-speaking countries with a Scottish diaspora, the USA in particular, and often with ancestral tourism as their primary reason for visiting.

Partnerships There are some existing informal connections between the key Burns venues and others. For example Galloway Cycling Tours include the Globe in their Burns trail itinerary, and the development of the new displays at the Robert Burns Centre involved input from Ellisland Farm and the Theatre Royal. Surveys from the Robert Burns Centre and Burns House Museum show a significant proportion of visitors following recommendations made by Visitor Information Centre staff, who also distribute the Dumfries Burns trail widely to most of their customers.

Although the Burns connections to Dumfries are widely known, his links to places outside the town are less well known or publicised. Others questioned whether previous marketing approaches had come from the right place, emphasising expert input rather than being customer focused. Some saw the need to avoid a simple check list of attractions, often leading to visitors spending little time in a location, but rather presenting themed activities such as walking routes which encourage people stay longer.

A view quite frequently expressed was that Burns’ life and works have been tightly guarded by an older generation, making innovation and new approaches more difficult.

Opportunities It was felt that Dumfries and Nithsdale have an authentic offer, with places where Burns lived and worked still largely intact and preserving something of their original character. Given the increasing reports of areas in the Highlands being overcrowded with visitors, it was felt there is a real opportunity to present Dumfries and Galloway as ‘quiet Scotland’. A place with good quality accommodation but at cheaper price than in tourism hotspots, and a place offering ‘head space’.

Many of those consulted saw the potential for a Burns tourist offer to link with nearby attractions. Among those specifically mentioned were Drumlanrig Castle, Crawick Multiverse, Laggan Activity Centre, Kirkcudbright artist town, and Wigtown, Scotland’s national book town.

Stakeholder workshops In addition to individual interviews, two stakeholder workshops were held in November and December 2020. Participants included representatives from the the main Burns attractions, the Burns House Museum, Ellisland Farm, and the Globe Inn, along with arts organisation The Stove, the Dumfries Partnership Action Group, the Wigtown Book Festival, Scottish Tourist Guides Association, Galloway Cycle Tours, the Big Burns Supper, Upper Nithsdale Tourism Partnership, the Selkirk Arms, VisitScotland and South of Scotland Enterprise. The key findings of target markets and case studies were presented, and the results discussed by the participants.

There was general agreement that there is great potential for Burns tourism in Nithsdale, with the key issue being how it can be realised. Some suggested that this is primarily a marketing question, with an approach needed to branding or packaging the Burns heritage offer.

In terms of potential markets, camping and caravanning was noted as a increasing market for the region, with a peak in interest over the summer of 2020. The growth in visitors with motorhomes was discussed, with the caution that this segment may not bring the same level of increase in value as overnight stays in hotels, self-catering accommodation or B&Bs. In terms of the travel trade, FIT travellers were seen as being a realistic target market. Some also saw great potential in international markets, particularly in terms of study tours from the US.

The need for a broker to connect attractions and businesses together was noted, as a way of forming the necessary partnerships. The potential role of South of Scotland Enterprise in helping to foster an umbrella partnership was noted, particularly as many networks in the area are voluntary organisations. There was also seen to be a requirement to identify the top five themes for Burns in Nithsdale, to clearly and succinctly state his significance as a way of increasing awareness and understanding among local businesses. Links with universities were also seen as important, in sharing knowledge about Burns heritage and the latest academic research. The 14 Dumfries Visitor Information Centre was suggested as a good locus, with the windows used for displaying information and interpretation to help orientate visitors.

The need for product development was stressed, with the aim of offering new bookable experiences for overnight visitors. It was felt by several participants that Burns songs are an untapped resource in tourism terms. Strengthening connections across the South of Scotland was seen as important, and it was suggested that Burns and Sir Walter Scott were effectively the inventors of the romantic vision of the Scottish Borders. Specific ideas included boat trips up the river Nith, cycling holidays including a performance at Ellisland Farm and horse riding trips taking inspiration from Burns time as an excise officer.

Survey of members of the Scottish Tourist Guide Association To provide further insights an online survey was conducted among members of the Scottish Tourist Guides Association (STGA). The survey was promoted to all members via the STGA Facebook page, but the majority of the guides are based in Glasgow or Edinburgh.

All the respondents were aware of Burns connections to Dumfries. Some noted that the Glasgow and West branch held a familiarisation visit a few years ago to all the Burns venues in south west Scotland, and others mentioned that the poet’s life and works were covered on a field trip as part of an STGA training course.

Some 33% said they have never taken groups to Dumfries and Galloway, 48% said only rarely, and 18% sometimes. Most note that the region is not often included on group itineraries, and that visitors tend to have fixed views, the German market in particular wanting to see the Highlands and Edinburgh as a preference. Some reported taking groups interested in gardens to Dumfries & Galloway, particularly to Threave. These results match with the comments on the travel trade made in the section above.

A total of 47% felt that visitors were somewhat aware of Burns, 15% very aware, and 9% extremely aware. Overall then, around 70% of the STGA members felt that visitors had reasonable

How aware are visitors of Robert Burns and his work?

9% 3%

15% 26%

47%

Not aware Not so aware Somewhat aware Very aware Extremely aware awareness of Burns, with only 3% feeling that visitors are not aware at all. It was noted that much depends on the visitors background, with those from the USA being very interested, German and Russian tourists also aware of his works.

In terms of who might be interested in a Burns tourist offer, suggestions focused on the Scottish diaspora, particularly from the USA, those on repeat visits, people with a specific interest in Scottish culture, or where it could be added as a part of package including activities such as golf or nature.

15 Conclusion

Visitor segments There is clear scope for a Burns tourism offer to target visitor segments that will increase the value of tourism to Dumfries and Nithsdale, with increased overnight stays and visitor spend. The established link between cultural tourism and higher visitor spend shows the potential benefits of developing products and experiences to attract this market.

Following VisitScotland's UK visitor segmentation, the Engaged Sightseer is a certainly a market for a Burns themed tourist offer. This segment has already been highlighted as one of the primary markets for the South of Scotland, and the potential for promoting touring in the region also fits well with this visitor segment, whether by car, cycling or walking.

The Food-loving Culturalist segment is a good match for a Burns themed tourist offer. Not only does this visitor profile prioritise cultural experiences as the primary motivator to visit, but Burns heritage is an easy fit with the food and drink sector, through his experiences as a farmer and Burns Night celebrations.

Literary tourism is seen by many as a growing market, and the Failte Ireland visitor profile of the Culturally Curious offers some pointers to the key motivators for this group. The importance of Burns life in Dumfries and Nithsdale to his work is a unique selling point for this audience, offering a chance to experience the link between the poet and the setting for so much of his writing.

Visitor segment Motivators for a visit Product/experience development

Engaged Built heritage, scenery, sightseeing by car, gentle • Trails/itineraries Sightseers walks, local authentic experiences, chance to • Participatory experiences participate Food-loving Contemporary arts, literature, built & natural • Trails/itineraries Culturalist heritage, museums, high-quality food and dining • Special exhibitions and events experiences • Local/unique food and dining Culturally Authentic cultural experiences - heritage, arts, • Self-guided trails Curious literature, food & drink • Unique experiences - appealing to a sense of pilgrimage • Superior service • Local guides/interpreters

Given the importance of heritage and culture across all the VisitScotland visitor segments, there is also scope to develop products and experiences for the other primary markets identified for the South of Scotland. The nature of these will be different than for the segments highlighted above, perhaps as a high level theme rather than a real focus with detailed content, but nonetheless Burns heritage has a role to play in promoting any visit to the region.

The travel trade appears to be less of an immediate priority. This market is not currently a strength of the region, and coach tours have been particularly badly affected by the Covid-19 pandemic. However FIT’s present a real opportunity, and a Burns themed tour could be a motivator for visitors, drawing on some key strengths of the region.

In terms of overseas visitors, Burns importance as a draw for tourists to Dumfries is difficult to quantify, but there is certainly an interested audience. There is a widely held perception that the strongest potential market is from the USA, Canada and Australia, as part of visit focused on tracing ancestral connections.

The tourism value of Burns Robert Burns is a figure with international recognition, and widely promoted as one of the nation’s cultural figureheads. Any Burns tourist offer in Dumfries and Nithsdale would be able to tap into national promotional campaigns, either through VisitScotland’s annual focus on Burns Night or the 16 Scottish Government’s Scotland is Now initiative. The Year of Scotland’s Stories will bring further opportunities. The national and international network of Burns clubs is also a ready market, which could be attracted by a distinctive offer based on his life and work in Nithsdale.

A focus on Burns heritage also enables cultural connections across built heritage, museum collections, literature, music, language and folklore. This flexibility means that it can be used to relate to a wide variety of audiences, for those interested in contemporary culture as well as a niche heritage interest. A Burns themed tourist offer can be approached in a variety of ways, to appeal to different visitor segments. However for this to happen, a more open and flexible approach needs to be taken, a licence to step away from the sense of in-grained traditions and ways of celebrating.

The shared character of Burns heritage in the area is important to note. If this heritage is to be used more effectively to increase the value of tourism it is essential for the different stakeholders to work together, creating a joined-up visitor experience which is every bit as visible as the Robert Burns Birthplace Museum.

Burns connections to the area are currently a significant draw for tourists, bringing visitors from across the UK but also from overseas. A common approach is to include Burns as part of a wider heritage or cultural visit, alongside those with a specialist interest. For all audiences, Burns heritage offers an authentic and unique experience for visitors, something to explore in depth, or as a way of understanding and discovering the essential character of Nithsdale.

17 Case Studies

Robert Burns Birthplace Museum In 2010 the National Trust for Scotland (NTS) re-opened the Robert Burns Birthplace Museum following an extensive redevelopment project.

A visitor experience strategy was developed, matching the needs of visitor segments. The key markets identified were tourists, both day-trippers from the central belt and holiday makers, families and school groups. A crucial part of this was the travel trade, which now forms a significant proportion of visitors to the centre.

Permanent exhibition To make his life and work accessible and relevant, the overall approach taken was to focus on Burns’ life experiences, as a son, brother, father and husband. The Burns cottage for example offered a way of highlighting his childhood experiences, important for a family audience. The main exhibition is organised into three main themes, identity, inspiration and legacy.

The use of the Scots language in text throughout the exhibition was a carefully taken decision. Consultations revealed that the vast majority of visitors found engaging with Scots fascinating, something which which lent a distinctive sense of place and authenticity to their experience.

The experience of staff at the museum is that it is necessary to promote a highly distinctive proposition to visitors, who could come across Burns in many other ways. For the NTS, it is his birthplace cottage, the museum collection and the setting for Tam O’ Shanter that provide the unique experience to draw visitors. As part of the re-development, the new centre adopted the strapline ‘Birthplace of a Genius’.

Marketing approaches A key part of the marketing approach is a programme of regular events targeting the local community, particularly families and young people.

Around Burns Night, there are a series of activities: • Burns Gala Day family event, with craft activities at the museum and the birthplace cottage. • A Burns Supper in the birthplace cottage run by volunteers for 33 people. • Robert Burns Worldwide Federation conference. • Ceilidh at the museum (Blazing Burns Night Spectacular January 2020).

In the rest of the year, Easter, May and October are the focus for most events. In 2019 these included:

• Food & Folklore event in May and September, with a mini-market of local food & drink producers. • Alloween in October, a family event with craft activities, funfair games, and family trail.

Outside of these times of the year, there are other occasional events.

• VIP tours are organised on a regular basis with local hotels and the travel trade, keen to add value to their existing visitor packages. • In March 2020 a ‘Lassie’s Night’ event was held as a tie-in with local businesses, with a mini- market showcasing perfume, gin, candles, clothing. • In 2015 and 2016 the Burns cottage was used as an ale house for an evening event, as it was for a period in the late eighteenth century. • NTS volunteers organise a programme of weekly free talks on aspects of Burns life and works. • The Robert Burns Birthplace Museum has also worked with South Ayrshire Council as part of its Burns an’ a’ That Festival in January and Ayr’s TamFest in October.

The Robert Burns Birthplace Museum is an active partner in Destination Ayrshire, a collaborative group of local accommodation providers and attractions, targeting the business tourism market.

18 In addition to the VIP package mentioned above, regular activity includes social media campaigns, whisky tastings and familiarisation visits for destination management companies and front of house staff. There is also an annual tie-in with the Ayrshire B&B Association, with a voucher scheme offering discounted entry, which has been proved to be most effective in shoulder season months.

Red Red Rose Street In 2017 and 2018 the Red Red Rose event was held in Edinburgh, in the week around Burns Night. The focus of the event was a programme of Burns-related activities in Rose Street, a pedestrianised lane in the city centre, and key part of the Georgian New Town. The overall aim was to animate this part of the city at what is normally a quiet time of year.

The events programme was targeted at local residents and UK domestic tourists, supported through the Scotland’s Winter Festivals fund, City of Edinburgh Council and Essential Edinburgh, the local Business Improvement District. Activities included a Burns supper, family ceilidhs, comedy nights, theatre, free workshops in dancing and poetry, and a programme of street animations.

A key objective was to engage businesses in Rose Street, to include them in as part of the overall visitor experience, and a budget was set aside purely for this purpose. The street has a wide variety of pubs, cafes, restaurants and small shops, and so any offer had to be flexible and applicable in many different circumstances.

There were a number of elements used to help include businesses in the event:

• Window decals with excerpts of Burns poetry and quotes. • A free family trail based around the decals and other installations in the street. • BYOB (Bring Your Own Burns), sheet for customers with quotes and excerpts of poetry, to encourage them to recite Burns for their friends. • A daily programme of themed buskers and street performers. • Discount offers and other incentives as part of the family trail and other activities.

The free family trail was an important factor, especially in the first year, acting as a way of including businesses and cross-promoting other parts of the programme. Audience incentives such as discounts were also useful in helping to promote the event. The event producers found that the link to Burns attracted the interest of businesses, along with the promotion at a usually quiet time of year. Building these partnerships was time-consuming, but vital to the success of the event.

This success led to the event attracting a major sponsor in 2019, Johnnie Walker whisky. The connection with Burns Night was a crucial factor in their decision to support the event. As a result, the programme has expanded with more activities and venues across the city centre.

The Globe Inn The Globe Inn was one of Burns favourite haunts during his time in Dumfries, and was bought in November 2018 by David Thompson and Teresa Church. The new owners brought a new vision for the Inn, as a casual fine dining experience as well as a bar, bringing in a new team of chefs and carrying out extensive refurbishments.

The Inn’s connections with Burns are a core part of its marketing, using the strapline ‘Burns Favourite Howff’ and inviting visitors to discover his connections with the place. Key elements of this approach are:

• Highlighting three Burns rooms with connections to the poet, the snug, a bed chamber and kitchen. These have been refurbished as historical settings, using both original artefacts and reproduction furniture. • A collection of objects with links to Burns, including a bed, window panes etched by Burns with lines of poetry, and personal items such as a razor and letters. This correspondence

19 notes his fondness for the inn, describing it as his favourite howff. A key object is the chair which Burns is said to have used, which has its own traditions. • A bookable tour of the Burns rooms available five days a week in the morning and afternoon, enabling visitors to visit the Burns rooms as an experience by themselves, and hear more about the poet’s connections to the inn. • Private dining is available in the snug using the table linked to Burns, enabling up to four people to enjoy a special menu in the historic setting. • On the Globe Inn’s website, a section outlines the story of Burns connections to the inn. Including the grace he composed in honour of the Hyslop’s, the inn’s landlord and landlady, and Burns affair with their niece Anna Park, immortalised in the poem The Golden Locks of Anna. • Connections with local Burnsians, who provide poetry readings and tours, and musicians. • Social media posts highlighting local Burns stories and videos of performances of his poetry.

The connections with Burns are central to the visitor experience at the Giobe Inn, providing a unique and authentic setting for dining, but also offering the opportunity to delve deeper. The Burns rooms aim to be an immersive experience, with authentic objects and furniture and their associated stories, offering a distinctive opportunity to discover the poet.

Burns Suppers Burns Night and the tradition of the Burns Supper is a well-established part of the national calendar, and as such is a key part of national marketing campaigns such as Scotland is Now (https://www.scotland.org/events/burns-night), as well as promotion via VisitScotland.

Although there are traditions that form the heart of a Burns Supper, the event has been constantly re-invented in a wide variety of ways, each looking to attract different audiences. Taking an overview of Burns Night events over the past two years, it is possible to see some common factors among those recommended by VisitScotland, destination marketing organisations and the travel press.

Food quality: Many restaurants focus on the quality of the menu offered, emphasising local produce and dishes inspired by traditional Scottish cooking. For example The Gannet in Glasgow offers a six-course tasting menu, including risotto of Arbroath Smokie and Highland red deer loin. In 2020 this restaurant partnered with Bruichladdich for the event, and tie-ins with whisky distillers are a common feature of fine dining Burns Night events.

The Ubiquitous Chip restaurant in Glasgow has made its menu inspired by traditional Scottish food a main selling point, which along with its historic setting makes Burns Night a natural fit with its brand. It offers events for several days around 25th January, which regularly appear in travel press recommendations.

Unique setting: Events which are held in unusual or distinctive settings are often highlighted. A VIP Burns Supper is held annually by the National Trust for Scotland at the Burns Birthplace Cottage, following in the tradition of the very first celebration in 1801. In 2020 the Royal Yacht Britannia held a traditional Burns Supper, offering guests a five course formal dinner in the State Dining Room. Similarly, Glamis Castle offered a formal three-course dinner in its Strathmore Dining Room.

In 2020 the Prestonfield Hotel in Edinburgh used a digital projection of the famous Nasmyth portrait of Burns on its main facade, creating an impressive setting for the arrival of guests and eye-catching marketing collateral which has been used by VisitScotland on its website and social media (https://www.flickr.com/photos/visitscotland/16344648051).

Contemporary entertainment: Some events highlight a range of entertainment, emphasising the more casual approach to their celebrations. The ‘Not-So-Traditional Burns Supper’ has become a key part of the Burns & Beyond Festival in Edinburgh, featuring comedians and music. With sponsorship from Johnnie Walker, a whisky cocktail was offered on arrival for all the guests.

20 Since 2018 the Wedgewood fine dining restaurant in Edinburgh has offered a Burns Night package with the visitor attraction Real Mary King’s Close. The experience includes a three- course dinner at the restaurant with poetry readings, followed by a guided tour of Real Mary King’s Close, with a whisky toast to conclude the evening.

Family audience: An increasing number of venues offer a Burns-themed event for families. Oran Mor in Glasgow have held a ‘Burns for Bairns’ event for the past two years, featuring poetry recitals by local primary and high school pupils. The Scottish Storytelling Centre in Edinburgh has included family events as part of its Burns Night programme for many years, with storytelling, craft activities and a ceilidh especially designed for children.

James Joyce Centre The James Joyce Centre in Dublin was established in 1996, to celebrate and promote the life and works of the famous author. Since that time, his life and work are increasingly seen as being a way of exploring and understanding the city for the general tourist, as well as those with a specialist interest.

Walking Tours As well as permanent and temporary exhibitions at the centre, a programme of regular walking tours is organised throughout the year. The walking tours last around 90 minutes, bookable in advance as well as at the centre.

In addition to general walking tours, the centre offer bespoke packages as private tours and for specialist interest groups such as students. Private tour options include Joyce and the Irish Literary Revival, Ulysses in Sandymount and the Joycean Pub Crawl, all of which last around 2 hours and are bookable for a group of up to 10 people.

No formal evaluation is available, but on TripAdvisor the tours are well received by visitors, and regularly recommended as a part of any visit to Dublin. The success of the tours programme has spawned several other Joyce themed walking tours in the city, guide books and a self-guided audio tour (http://wonderlandtheatre.com/wp/?p=29).

Bloomsday Festival The James Joyce Centre are the event producers for Bloomsday, the celebration on 16 June of the day depicted in Joyce’s novel Ulysses. Since 1982, the centenary of his birth, there have been organised public celebrations in Dublin which have grown in popularity. Today the event is supported by Failte Ireland, Dublin City Council, Dublin UNESCO City of Literature and the Irish Government, and it is used as key part of the tourist marketing of the city. Failte Ireland grants €20,000 to the Bloomsday festival, which it estimates attracts 15,000 overseas visitors annually.

The annual six day programme includes exhibitions, theatre, cabaret, lectures, street performances, a costumed bike rally, tours, live readings and re-enactments throughout the city (http://www.bloomsdayfestival.ie/). Celebrations often include enthusiasts dressing in period costume, and a hallmark is the straw boater hat. This aspect makes the event very accessible, not only providing a colourful spectacle very suitable for social media, but also allowing visitors an easy and fun way of participating themselves.

The cornerstones of the event are the Bloomsday breakfast held at the James Joyce Centre, and live readings of excerpts from Ulysses held in places that feature in the book. For recent celebrations, promotional materials such as a Joyce trail map and family activity packs have been produced to help broaden the audience for the event. VisitDublin’s promotion of the event draws links with vintage shops, markets and boutiques (https://www.visitdublin.com/bloomsday-style), as well as other local businesses with a connection to Joyce’s work. Another tie-in has been the Ulysses Express, a train which takes visitors from Dublin to Sandycove, a location which features in the novel.

Abbotsford In recent years the Abbotsford Trust has embarked on a major investment programme to re- develop the home of the novelist Sir Walter Scott. 21 Scott in his day was more popular than Jane Austen, but now his work is often seen as specialist interest. Market surveys conducted by the trust as part of the re-development project reported that general recognition of Scott and his works is fairly low. However there is a specialist audience of enthusiasts with detailed knowledge of his life and works, and internationally many of his notes are still widely read.

The trust recognise a need to avoid a dense and impenetrable narrative which tries to tell all of his life and work, and instead offer starting points which are are relevant for visitors. For Scott these include his part in the re-invention of clan tartan, the re-discovery of Scotland’s Crown Jewels and his portrait on Scottish bank notes, all of which go to underline his part in the cultural identity of Scotland.

The main forms of interpretation, the exhibition and audio tour of the house, all focus on presenting Scott through his personal stories. For example his childhood and upbringing, interests in Border legends and traditions, and his drive to transform Abbotsford into a grand country retreat. There is also a rolling programme of events aimed at attracting specific audiences, such as a Christmas market of local artists and food producers.

The current marketing plan targets mainly UK domestic tourists, but also international audiences which have a traditional awareness of Scott’s work, such as North America and Germany. As well as cultural tourists, the trust is looking to attract families and day-trippers. The new facilities opened in 2017 have been successful in attracting the travel trade, accounting for around 30% of visitors in the height of the season. In the autumn and spring visitors are primarily from the local area, attracted by walks on the estate, the shop and cafe which remain open all year.

This year is the 250th anniversary of Scott’s birth, and the trust has formed a partnership of organisations to deliver a nation-wide programme of events. A corner-stone of the celebrations will be a major new exhibition at Abbotsford for spring 2022, ‘Visit Scott-land: Writing a Nation’.

Conclusion These case studies demonstrate the many different ways that Burns heritage and literary heritage can be made relevant and attractive to a variety of audiences.

Events are widely used to market to different audiences, and there are links drawn between seasonal celebrations and Burns heritage. The fact that some of his most famous works are love poems has led some to link Burns with Valentine’s Day, and Tam O’Shanter lends itself well as a Halloween story.

Burns Night remains a key point in the year to celebrate the poet. Event producers also have to work hard to differentiate their offer, not only competing with others in the hospitality sector but with people planning to celebrate at home. The Bloomsday Festival is an interesting comparison to Burns Night celebrations. It draws on established traditions in the same way as a Burns Supper, but with celebrations on the street and a variety of easy ways for people to participate.

There are many examples of successful partnerships with other businesses. The example of the Wedgewood Restaurant and Mary King’s Close in Edinburgh is interesting, combining two different types of experience to create a unique tourist product. The VIP packages developed by the Robert Burns Birthplace Museum in collaboration with local hotels show a way of tailoring events to a specific audience. Both of these offer possible models for Burns venues in Dumfries to follow. The Red Red Rose event highlights an interesting approach to including local businesses as part of a Burns themed event. Simple interventions such as window decals and the ‘Bring Your Own Burns’ sheet for customers, built a reputation among businesses and visitors and made the event more visible. The Ulysses Express is also a good example of how transport providers can widen the potential experience for visitors.

22 Previous marketing approaches

There have been several marketing projects in recent years, looking to promote the Burns connections of the Dumfries and Nithsdale area.

Dumfries Burns Trail A trail leaflet marking key points of interest connected with Burns through Dumfries, in a circular self-guided walk. Originally written by the Burnsian Wilson Ogilvy, the leaflet is now produced by the council museum service, with a print run of around 5,000 every 2 years. It is distributed to Dumfries museums and the town’s visitor information centre. Staff at the centre report that it is popular with visitors, and useful as a general guide to exploring the town.

Wee Beasties Trail As part of the Big Burns Supper programme in 2014, the Wee Beasties trail was aimed at families. Dumfries Museum, Robert Burns House and the Robert Burns Centre were included, with children invited to visit all three of the venues collecting clues to find out more about the life of Burns.

Windows for Burns Night This creative writing event ran annually from 2012 - 16 inviting contemporary poets to write a piece of verse to be exhibited in the windows of the Robert Burns House Museum, the Globe Inn and the Coach and Horses pub (https://www.facebook.com/BurnsWindowsProject/).

Burns South West Trail In 2014 three new visitor trails were created (https://www.yumpu.com/en/document/read/ 46364864/burns-south-west-pdf) to take tourists on a journey to discover more about Robert Burns and his poetry, while also enjoying the visitor attractions and landscapes of south west Scotland that inspired him. A website was created to support the trails, although this is no longer active. The three trails were:

The trails were developed by Dumfries &Galloway Galloway Council, the Ayrshire and Arran Tourism team and VisitScotland, with a budget of £20,000. A total of 50,000 brochures were distributed in over 600 outlets across Scotland and the North of England including major attractions in Edinburgh and Glasgow, B&Bs/guesthouses/hotels and attractions across Dumfries & Galloway and Ayrshire and key sites in Cumbria and Newcastle. In addition there was a 4 page insert and dedicated marketing campaign in the Herald, Scotsman, Evening Times, Sunderland Echo and Cumbrian News as well as email and digital activity.

Burns Heritage Trail A driving trail was first established in 1996 by the Scottish Tourist Board, as part of the bicentennial commemorations of Burns death. The trail is available on the VisitScotland website (https://www.visitscotland.com/info/see-do/the-burns-heritage-trail). It focuses on a area around Dumfries, and highlights a wide range of accommodation, attractions, as well as places with a Burns connection. The road signage and interpretation panels established in 1996 still seem to be mostly in place (for example at St Michael’s Church https://electricscotland.com/familytree/ frank/images/bits1.jpg). But it is not clear how consistent the signage is, and given the length of time it has been in existence it seems likely that there may be some gaps.

Motorcycle Scotland Burns Country Run A driving route themed around Burns venues in south west Scotland, starting and finishing in Dumfries. The Robert Burns Centre is highlighted, along with Ellisland Farm and the Robert Burns Birthplace Museum. Included in the website is a Google map capable of being downloaded to sat nav devices.

Burns in Scotland Founded in 2003 this initiative brings together the partners who care for manuscripts, books, relics, art and memorabilia connected to Robert Burns. The Burns in Scotland website (http:// 23 www.burnsscotland.com/) allows visitors to search collections and venues, with an interactive Google map highlighting where collections are held. Although not primarily aimed at tourists, the website does offer visitors a way of exploring Burns connections with locations, and includes a short section summarising his time in Dumfries. There is also a section which offers 360 degree panoramic tours of Burns venues in Alloway and Dumfries, including the Burns House Museum, mausoleum and Ellisland Farm. Although the website is still active it seems it has not been updated recently, and elements of its functionality and design are a little dated.

Conclusion No formal evaluations are available for these initiatives, and so any assessment of their impact rests mainly on anecdotal evidence. Some were linked to specific project funding, for example the 2014 Homecoming year, and so have been time limited. Other initiatives were apparently not developed in partnership with the attractions listed, again restricting their impact.

The approach taken by the Burns South West Trail was targeted at the UK visitor segments identified by VisitScotland as being priorities for Dumfries & Galloway, emphasising heritage, landscape and scenery and activities such as cycling, walking and horse riding. The trails also offered itineraries over several days, encouraging visitors to stay longer in the area. The design of the trail brochure incorporates some relevant quotes from Burns poetry and letters, which help to reinforce his connections with the locations highlighted.

There are certainly some existing marketing assets that could be built on. The Dumfries Burns Trail covers all the main points of interest in Dumfries, and is reportedly well-used by visitors. However as a self-guided walking trail its scope is limited to the town centre, and other places such as Ellisland Farm are not mentioned. The trail is only available in hard copy from venues in Dumfries, there is no digital version available online, and its design could benefit from updating. The signage for the Burns Heritage Trail driving route exists in many places, and will help to raise awareness among visitors. Some of the interpretation panels are inevitably very dated in terms of their design, and given their age maintenance is also likely to be an issue.

24 Action Plan Framework - Building the foundations 2021-24

The aim of this plan is to grow the value of Burns tourism in Nithsdale by increasing visitor stays and spend, to work towards levelling up the area with the estimated £121m economic value attracted in Ayrshire.

This is a 4 year plan intended to build the foundations of an enhanced offer for visitors, encouraging partnerships to grow and developing initiatives to improve the visitor experience and increase its visibility to target segments.

The key objective is to establish a Burns Tourism Partnership group, with representatives from all the key local stakeholders. This new partnership will oversee and steer the action plan, and help to build the capacity necessary for developing new products and experiences. It is expected that a further 4 year plan will follow this, to ensure the economic benefits are maximised. The action plan has the following objectives:

Knowledge - Enhancing and sharing knowledge of Burns heritage in Nithsdale. While there is widespread awareness of the key heritage attractions linked to Burns, there is much less knowledge of the wealth of his writing connected to Nithsdale. This heritage needs to be better understood, in order to demonstrate how it can be used to build partnerships and ultimately develop new products and experiences for visitors.

Objective: Deliver a programme of knowledge sharing resources and events by autumn 2021.

Recommended actions: • Annual Burns Tourism Conference hosted at Ellisland Farm. • A digital tool for local stakeholders to clearly illustrate the places, poems, songs, letters and traditions connected to Burns in Nithsdale. • Training, CPD and familiarisation trips for visitor service staff and tourist guides.

Capacity building - Supporting Burns heritage attractions and local businesses to collaborate. Heritage organisations and local businesses will need active support to facilitate building successful partnerships. They will need easily accessible information on the potential for Burns tourism, facilitation to bring stakeholders together and generate ideas, and small-scale financial support to develop and test new ideas.

Objective: Develop and deliver capacity building measures by autumn 2022, with the aim of generating 30 new partnership projects focused on Burns tourism in Nithsdale by early 2024.

Recommended actions: • A new 0.5 FTE post of Burns Tourism Officer to facilitate partnerships. • A business opportunity guide, explaining the key themes for Burns heritage in Nithsdale, highlight relevant case studies and visitor survey data, and illustrate the potential • Innovation workshops to bring stakeholders together to discuss ideas and forge partnerships. • A Burns tourism innovation fund providing micro-grants to partnerships to help support the process of research and development of new products and experiences.

Creative Opportunities - Preparing for opportunities by developing strategic partnerships. There are a number of opportunities in the short and medium term, that could provide a useful focus for the development of new partnerships, offering the chance to capitalise on platforms to promote Burns heritage in Nithsdale.

Objective: A local strategic partnership forged by summer 2022, ensuring Burns heritage in Nithsdale is celebrated as part of the Year of Scotland’s Stories. A regional partnership developing literary tourism across South of Scotland by early 2024.

25 Recommended actions: • Burns & Books trail highlighting the key attractions and points of interest with connections to his life and works in Nithsdale. • Burns in Nithsdale programme for the Year of Scotland’s Stories 2022 • Collaborations with other literary attractions and festivals across the South of Scotland. • Develop links with local networks - Dumfries Partnership Action Group, Regional Food Group, Museums and Heritage Network, the Burns Scotland Partnership • Collaborate with the South of Scotland Destination Alliance. • Burns events and festivals celebrating local links to his life and works. Partnership approaches

Partnership working will be key to increasing the value of Burns tourism in Nithsdale, bringing together the organisations and businesses responsible for managing Burns heritage attractions with other local businesses. An important early step is to form a new partnership group which can take ownership of the project and oversee the delivery of the action plan.

Membership The key value of a Burns tourism partnership will be to bring together representatives from across the value chain of the local tourism sector. This will ensure that the key messages about Burns heritage are understood and delivered at each stage of the visitors journey, making the overall experience more enjoyable and memorable. For this reason it is important that the partnership group is industry led, representing the views of those who will directly deliver the action plan.

It will be important for each of the key heritage attractions to be represented, the Dumfries & Galloway Museums Service for the Robert Burns House Museum, Robert Burns Centre and other local museums, Ellisland Farm and the Globe Inn. The local food and drink sector should also be included, along with regional organisations responsible for countryside and natural heritage, to build on the many links already identified with Burns life and work. Arts organisations should also be invited to join the partnership group, as their activities will form a crucial part of an overall cultural offer to target visitor segments.

Other potential partners would include:

• Marketing - VisitScotland, South of Scotland Destination Alliance. • Travel - rail and coach companies, destination management companies. • Orientation - VisitScotland Dumfries VIC, local tour guides. • Accommodation - local hotels, B&BS, camping sites • Hospitality - pubs, cafes, bars and restaurants. • Attractions and activities - Drumlanrig Castle, Wigtown Book Festival, art galleries.

In the initial stages it will be necessary to invite key partners to the group, but membership should be open to any interested organisation or business.

Partnership agreement Initially the partnership group will need to be relatively informal in its structure. Successful partnership working takes time, and the members will need to build relationships and trust with each other. The partnership may need to be based on an informal agreement rather than being a formally constituted body. This can follow in later stages when the partnership is more mature and the nature of the new tourist offer is more defined. However the group will need to agree on a set of objectives at the outset. These should include:

• Clearly articulated goals - the primary need is to oversee and steer the delivery of the action plan. • Open and frequent communication - commit to a regular schedule of meetings and joining a mailing list to share information. • Building capacity - the partnership should facilitate knowledge sharing, supporting others to develop the Burns heritage tourism offer. The coming Year of Scotland’s Stories provides a useful focus for this activity. 26 As is outlined in the next section, it can be a requirement of grant funding that applicants are a legally constituted group. This is not necessarily an onerous procedure, but may more suitable once the partners have developed stronger working relationships.

Project champion In the formative stages of the partnership there will be a great need for a project champion, to provide leadership and momentum. This will be a new group, and although there have been tourism initiatives based on Burns heritage before, committing to the delivery of a long term plan such as this this will be a new approach. The project champion must offer the vision, energy and enthusiasm to bring the partners together, and facilitate the capacity building which will lead to a new and improved visitor offer. They must be seen as impartial and open, not representing any specific sector, or organisation, but capable of taking a wide view of the direction new products and experiences could take. Funding opportunities

South of Scotland Enterprise South of Scotland Enterprise (SOSE) is the new Economic and Community Development Agency for Dumfries and Galloway and the Scottish Borders. It was established in response to the unique opportunities and challenges of the region and the need to provide support tailored to local needs. SOSE will work with people and businesses in communities right across the South of Scotland to grow its economy and support social and environmental development by providing expertise, investment and resources.

National Lottery Heritage Fund The National Lottery Heritage Fund supports heritage projects with a series of grant programmes. In common with many public funders, at the time of writing this report the emphasis is on providing emergency funds to organisations in response to the Covid-19 pandemic. However the main funding programmes are due to re-open later this year, and could provide a potential funding route for elements of Burns tourism offer. All projects must look to involve a wider group of people in heritage, and other criteria will be published shortly. A project which is focused on increasing awareness and understanding of Burns heritage in Nithsdale could be relevant for NLHF funding, providing it included community outreach initiatives. Projects based on using the heritage of an area to support its economic, social and environmental development have been funded before, most notably through the Great Place scheme.

VisitScotland Growth Fund The VisitScotland Growth Fund provides support for collaborative marketing campaigns, focused on growth of the tourism sector. To be considered, a project will need to have a strong digital focus, creating new and engaging content, and demonstrating links with national and regional strategies. Projects must come from a legally constituted group, with mix of businesses from different tourism sectors. Applications are considered by a panel which meets on a regular basis.

For the Year of Scotland’s Stories in 2022 it is likely that a special growth fund will be established, as has been the pattern over previous themed years. This could provide a useful focus for a Burns tourism partnership, action as a catalyst to bring together a variety of tourism businesses. A collaborative marketing campaign based on Burns heritage in Nithsdale is likely to be a good fit with the objectives of the year. There may also be scope to work as part of a South of Scotland regional bid, including other literary attractions.

Dumfries & Galloway Major Festivals and Events Strategy 2018 - 21 The coming year will see a re-direction in the aims of the strategy, which could help support the development of new local Burns festivals and events. Due to the current Covid-19 pandemic the action plan for 2021-22 will see a new focus on a series of smaller scale events, rather than high audience volumes. The overarching aim will be to provide comprehensive funding and logistical support for a full programme of major and community events that are held to assist individual and community wellbeing across Dumfries and Galloway. A Community Events fund will be

27 established, and will be further supported by a new Events Recovery Fund from EventScotland which will offer grants for locally scaled events.

Creative Scotland With the active involvement of local arts organisations, it may be that Creative Scotland funding could be applicable for exhibitions and events celebrating Burns heritage. Grant programmes have changed recently in response to the Covid-19 pandemic, but there are two funds which could offer possibilities. The Open Fund looks to support and sustain the creative sector in new ways of working, and the Culture Collective fund which is focused on community engaged creative activity.

The Holywood Trust The Holyrood Trust is a charitable organisation that aims to support young people in Dumfries & Galloway. Improving access to cultural opportunities is a key criteria for their funding, and it may be that opportunities arise in offering skills development through the project.

Climate Challenge Fund The Climate Challenge Fund supports projects which aim to reduce local carbon emissions. This fund could potentially be relevant in terms of developing walking and cycling networks, and also developing local food production.

Sponsorship The links with the food and drink sector have been mentioned above, and it is clear that many festivals and events linked to Burns have been successful in gaining sponsorship from the private sector. There are many examples of whisky distillers supporting Burns themed events, but food producers also offer many clear connections to his life and work. In general, businesses which have Scottish roots as part of their brand identity are likely to see a collaboration with a Burns heritage tourism offer as relevant.

28 Appendix A - List of consultees

A’ The Airts

Big Burns Supper

Cample Line Trust

Dumfries & Galloway Council

Dumfries Partnership Action Group

Ellisland Farm

Galloway Cycle Tours

The Globe Inn

Robert Burns House Museum

Scottish Tourist Guides Association

Selkirk Arms

South of Scotland Destination Alliance

The Stove

St Michael’s Church

VisitScotland

Visit South West Scotland

Wigtown Book Festival

29 Appendix B - Draft Job Description : Burns Tourism Development Officer

The following job description is for the half-time post of Burns Tourism Officer. This job description can be finalised once funding and the lead agency for the post is identified and confirmed.

Aim of the Post : To coordinate the delivery of the action plan of the Burns Tourism Partnership (BTP), to increase the cultural and economic impacts of Robert Burns Dumfriesshire legacies

Key Responsibilities; 1. To coordinate the meetings and activities of the BTP 2. To organise the annual Burns Dumfriesshire legacies conference / workshops 3. To represent the BTP on working groups linked with the delivery of the action plan, most notably;

• Any working group to promote cultural tourism and literary trails in Dumfries and Galloway and the South of Scotland • Any working group involved in providing Innovation Funds for regional tourism • Any working group involved in the promotion and dissemination of Robert Burns cultural legacies for Dumfriesshire • Any working groups with a remit to promote business development around Burns and cultural tourism in Dumfriesshire • To prepare funding applications related to the delivery of the action plan with and on behalf of project partners • To represent the BTP in partnerships that promote culture and tourism across the South of Scotland

4. To monitor the delivery of the action plan and provide professional support to each of the agencies delivering projects within the plan.

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