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 o#er, 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.