Tourism BID Business Plan and Individual Workstreams
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£ £ £ £ £ ? ? A BRIGHTER ? FUTURE FOR £ £ TOURISM£ IN MORAY SPEYSIDE ? ? £ £ £ £ Tourism Business Improvement £ District Business Plan 1 April 2020 – 31 March 2025 ? ? www.morayspeysidetbid.com ? £ £ £ £ 1 £ ? £ 04 Introduction “Business” or variations of the word “business” are used throughout this document. The word “business” in this 05 context refers to tenants and What Exactly Is A Business occupiers of properties who Improvement District? are liable to pay the non- domestic rate (NDR), whether they pay business rates or not. 07 Why Does Moray Speyside This includes all properties Need A Tourism BID? listed on the Scottish Assessors Association Portal (www.saa.gov.uk) with a non- 08 domestic rateable value, many How Do We Know of whom may be a charitable What You Want? organisation, public sector organisation, social enterprise or community group who may not consider themselves 09 What Will The Tourism to be a business. Business Improvement District Do? 14 Moray Speyside Tourism A Proven Track-Record 17 Who Will Pay and What Will It Cost? 19 How Will The Moray Speyside Tourism BID Operate? 20 Tourism BID Finances 21 Photography credits: How Do We Get There? Kim McIntyre, Colin Nutt, Tony Sanderson, Moray Speyside Tourism, Isla Brig Images, Andy Curry, Gary Murison, Andrew Howard, Zsofia Beres, Alan Tough, Bruce McInnes, Ali Horne, Connor Crane, Paul McMillan CONTENTS 2 3 Since 2014, Moray Speyside Tourism have WHAT EXACTLY IS A Accountable promoted our region to visitors from around the BUSINESS IMPROVEMENT To its members, world, supported local tourism businesses and the tourism industry represented the Moray Speyside tourism industry DISTRICT (BID) AND HOW at national and international level. We have led WILL IT BENEFIT YOUR Moray’s representation at trade shows, many for Credible the first time, built relationships with the travel BUSINESS? trade, brought journalists, bloggers and influencers Industry run and governed to experience our region, delivered training BIDs were invented in Canada in courses and networking events and helped Moray the 1970s. The concept has proved Speyside to be among the first regions in Scotland popular worldwide and first arrived Financially to gain World Host Destination Status. in Scotland in 2006, where there are £ Secure now 35 BIDs in existence. Free from reliance As a result of these efforts, and those of many others, Moray Speyside is now on public funding one of the fastest-growing destinations in the UK. The last few years have A Business Improvement District (or in our case, a Tourism Business seen annual visitor numbers grow by more than 100,000 to almost 800,000. Improvement District) is an industry led initiative that sees businesses Tourism now contributes just short of £130 million per year to the Moray within a defined geographical area invest in the delivery of a five-year Speyside economy. Tourism in our region is in the best state in living memory. business plan. Once that period is over, there is a renewal ballot to determine if businesses wish to continue for a further five years. For that reason, I believe that now is the time to build on the achievements Focused of recent years and work together to secure the future of tourism in Moray Priorities determined Speyside by the introduction of a Tourism Business Improvement District, by its members or Tourism BID. “ The strength of the “ Moray Speyside is now Tourism BID concept is in its simplicity. ” Independent one of the fastest-growing Free of government or council destinations in the UK and By pooling and sharing resources, local businesses, working with a range of partners, take a leading role in improving local tourism in our region is in the economic conditions through the delivery of an agreed package of investment and initiatives over and beyond those delivered by best state in living memory. ” local and national government. Qualified All the money raised from the Tourism BID levy is ring-fenced for Staffed by tourism and the delivery of projects outlined in the business plan agreed by local marketing experts tourism businesses. Moray Speyside Tourism’s current annual budget The model being proposed is the right way to ensure continued growth is just £83,000. A successful vote for the Tourism BID will double that of the area’s tourism industry; it will empower local tourism businesses, amount, and crucially, will also enable the Tourism BID to leverage put the local tourism industry at the heart of the decision-making process, significant extra funding, currently not available to us, or indeed, to remove reliance on public sector funding and take our region’s you as local tourism businesses. tourism industry to the next level. Measurable As well as having the financial resources to deliver a vibrant and Clearly defined outcomes Following an extensive period of consultation with exciting business plan, the Tourism BID company will lobby Moray tourism businesses, stakeholders and partners we have Council and government on behalf of tourism businesses and work produced a business plan which details a blueprint to collaboratively with tourism organisations near and far, for the deliver a brighter future for tourism in Moray Speyside benefit of Moray Speyside’s tourism industry. through the introduction of a secure, accountable and dynamic Tourism BID. The Moray Speyside Tourism BID is about local tourism businesses of all shapes and types working together to build By voting YES to the Tourism BID during the 6-week on Moray Speyside’s growing international reputation in a The Moray mutually supportive way. ballot period from 4th December 2019, you will be Speyside Tourism HELLO... writing a new chapter for tourism in Moray Speyside – The UK’s first tourism-specific BID, Visit Inverness Loch Ness, BID is about local one that will enable the area to thrive as a world-class has recently been renewed for a second 5-year term, having tourism destination for years to come. delivered outstanding results for their area over its first 5-year tourism businesses term, including securing £2 million funding for international of all shapes and My Steering Group and I look forward to joining marketing through a partnership with VisitBritain. types working you on the next stage of the journey towards Find out more about the success of the Inverness the brighter future which is outlined in Tourism BID at www.visitinvernesslochness.com. together this business plan. Laurie Piper Operations Manager, Moray Speyside Tourism Graeme Ambrose CEO Visit Inverness Loch Ness Tourism BID 4 5 “ Establishing a Tourism BID in Moray WHY DOES MORAY SPEYSIDE Speyside will deliver a sustainable NEED A TOURISM BID? organisation which can aid longer- Put simply, because our region deserves it. Moray Speyside is home to some of the world’s most iconic brands. Our term planning and continue the great coastline is officially recognised by National Geographic as one of the most beautiful on the planet. With dolphins, crystal clear flowing rivers, remote work we have seen in recent years by upland landscapes and of course, Speyside’s rich and fertile barley fields Moray Speyside offers visitors the very best of Scotland. Moray Speyside Tourism. Tourism is a Yet there is so much more to our region for visitors to discover and so much potential in our tourism industry yet to be unleashed that we need to make sure there is an organisation here in Moray Speyside dedicated to promoting key growth sector for Moray Speyside our region. and investment in a tourism- Neighbouring regions and other destinations around the world have invested in tourism for the long-term and compete fiercely to attract visitors to their areas. focused organisation will Moray Speyside Tourism is the current Destination Marketing Organisation (DMO) for Moray. Since 2014, we have worked to grow the volume and value of tourism to the local economy – promoting Moray to visitors from around the allow the industry to world, supporting local tourism businesses and organisations and representing continue to develop the region’s tourism industry at national and international level. and thrive, providing Tourism in our jobs and sustaining The annual region is now in value of tourism the best state in communities. ” to Moray has grown living memory by more than £30 million, reaching Jo Robinson almost £130 Our coastline million in 2018. Annual visitor VisitScotland is officially Regional Director numbers have recognised by increased by more National Geographic than 100,000 with as one of the most visitor spend and beautiful on the average occupancy planet. Tourism now also at their highest- employs more ever levels. people in Moray than ever before. Despite this success, the future of tourism in Moray is uncertain. There is so Moray Speyside Tourism’s funding expires at the end of 2019. If the much more Tourism BID campaign is unsuccessful, the progress made in recent years will cease and our region will become one of the few in the UK without a to our region Destination Marketing Organisation. There will be no tourism development function in Moray, your business will have no voice at a national level and there will be no advocate for the local tourism industry. for visitors to All of the good work carried out since 2014 will have been in vain. discover To ensure that the progress made under Moray Speyside Tourism can continue and our tourism industry can be confident for the future, the Tourism Business Improvement District will deliver a financially sustainable, independent and accountable future, free from dependence upon public funding which will give local businesses control over tourism and marketing of our area for the long-term. A ‘YES’ vote for the Tourism BID is a vote for a brighter future where Moray Speyside will gain its rightful place as world-class visitor destination many for years to come.