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Events, Festivals & Cultural Tourism Events, Festivals & Cultural Tourism in Scotland opportunities 10for growth EVENTS, FESTIVALS & CultuRAL TOURISM... Contents Scotland’s events, festivals, culture and heritage are huge 1 Introduction 04 selling points and something we should be rightly proud of. The very best of our heritage and culture is currently being celebrated in the ‘Winning Years’, leading up to 2014 when Scotland will host 2 Overview of events, festivals mega events including The Ryder Cup and Glasgow Commonwealth and cultural tourism in Scotland 08 Games, as well as the second Year of Homecoming. “ 3 Who are our ‘culture’ visitors? 20 Such a global stage presents a fantastic opportunity to showcase Innovation in product and service development, and in business processes, is key the very best of Scotland to the rest of the world. We can only do to the future competitiveness of the Scottish tourism industry. In this fast-moving this successfully, however, if the whole industry comes together consumer marketplace, Scotland needs to continually make the most of its distinctive 4 Getting involved with to turn our cultural strengths into an appealing range of visitor strengths and keep up with growing competition. The more you know about your existing opportunities 28 experiences which are promoted to this global audience in an customers, the better you can cater for them, the more satisfied they will be and the imaginative and creative way. more money they are likely to spend with you. 5 Working together: tourism businesses, The new strategy for Scottish tourism outlines ways we can Gathering and using good market intelligence to drive innovation is a quick, easy, cultural providers and event organisers 34 achieve this, and it is therefore incumbent on destinations, cheap and effective way to improve your business. To support the industry in this communities and individual businesses alike to align themselves area, a joint initiative has been developed by Scottish Enterprise, Highlands and with this strategy and look at how they can contribute to helping Islands Enterprise and VisitScotland, Tourism Intelligence Scotland (TIS). 6 Links & resources 46 Scotland realise its full tourism potential. Tourism Intelligence Scotland is a key initiative in supporting the industry to achieve 7 Next steps for Scotland 47 Iain Limond growth and innovation in tourism. Director of JacTravel Group Tourism Intelligence Scotland is where forward thinking businesses go for easy to use practical insights to inspire them to get ahead... Scotland’s rich cultural history and passion 02 for celebration make it a natural centre for 03 ” It offers businesses the opportunity to access, share and understand a range of useful information – and can help businesses to get ahead and stay competitive. events, festivals and cultural tourism. Go to www.tourism-intelligence.co.uk to access the library of intelligence. Virtually every visitor to Scotland will experience There are insights, hints and tips on a number of topics for every tourism sector. our culture in some form – perhaps through a visit to one of our museums or galleries, or by What are the benefits? sampling an authentic food or nature Tourism Intelligence Scotland can help you to: experience, or by attending one of our renowned 85970 WALKING:85970 WALKING 1/2/10 16:39 Page 1 festivals or larger-scale events. For tourism 1. Walking Tourism... Other specialist resources: Obtain useful customer feedback and understand your customers better • How to Shine Online: a practical businesses, these experiences provide a unique 2. Scottish Tourism in the Future... Develop innovative products and services based on good market intelligence online technology resource platform to exceed visitor expectations and give Knowing Our Markets... 3. Knowing Our Markets... walking tourism... Scotland’s Visitors Second Edition Find inspirational and relevant information quickly and easily them lasting memories. Scotland’s Visitors, 2nd Edition • Listening to our Visitors opportunities opportunities understand the Scottish tourism market better for growth for growth 4. Golf Tourism in Scotland • Scotland’s Historic Properties According to the industry strategy outlined in 1 3 5. Adventure Travel in Scotland • At Your Service – A practical Understand global trends that matter to you Tourism Scotland 2020 – The future of our 6. Food & Drink Experience in Scotland guide to delivering the best food Learn from other businesses, share useful insights and collaborate industry, in our hands, events and festivals have and drink experience in Scotland 7. Mountain Biking Tourism in Scotland Be more successful and stay one step ahead become a tourism priority, offering a fantastic Golf Tourism Food & Drink 8. Sailing Tourism in Scotland • Destination Development: marketing opportunity to attract more visitors and in Scotland Experience in Scotland a practical online tool 9. Wildlife Tourism in Scotland encourage them to spend more and stay longer. opportunities opportunities Register today: www.tourism-intelligence.co.uk or contact us for growth for growth It is the perfect time for tourism businesses to on 0845 601 2454 or [email protected]. 4 6 These guides are developed for Scottish tourism businesses, offering get involved with cultural events and experiences, relevant insights that will help grow their businesses and also enhance By registering with TIS, you will receive the popular TIS and this guide will highlight why you need to the experience they offer Scotland’s visitors. newsletter ‘Ear to the Ground’; each of the TIS guides as act now. Mountain Biking Sailing PDF copies of all guides in the series are available to download at they are produced; and you will be the first to know about Tourism in Scotland Tourism in Scotland WildlifeTourism in Scotland www.tourism-intelligence.co.uk forthcoming events. For the purpose of this guide, we will focus opportunities opportunities opportunities for growth primarily on regional and local events. for growth for9 growth Front cover: Witches in an outdoor performance of Macbeth at Glamis Castle, Angus. 7 8 Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Image: Fireworks at the Spirit of Speyside Whisky Festival, Aberlour. Credit: Rob McDougall/VisitScotland a EVENTS, FESTIVALS & CultuRAL TOURISM... 1. INTRODUCTION 1 INTRODUCTION Snapshot of traditional Scottish Festivals Hogmanay Historians believe that we inherited the New Year celebration from the Vikings. The firework displays and torchlight processions held throughout many locations in Scotland are reminiscent of the ancient custom at Scottish Hogmanay pagan parties hundreds of years ago. 1314 Highland Games 1040 The highland games held each June at Ceres in Fife is the oldest The Braemar Gathering free games in Scotland. It began under a Charter awarded by Held every September, it is the biggest and most prestigious It’s time to celebrate Robert the Bruce in recognition of the villagers’ support at the highland games event, attended by the Royal Family. Battle of Bannockburn in 1314. 04 The Scots certainly know how to throw a good party! Whether it’s kicking The contests of strength – jumping, running, throwing and 05 up our heels for the Dashing White Sergeant or bringing in ‘the bells’ for riding – were introduced by King Malcolm III as a means of Hogmanay, we’re a nation that loves to celebrate. We’ve always done it, we selecting the most able men to be soldiers and couriers. do it well, and we’re known for doing it well – just ask the 75,000 revellers 1801 from all over the world that joined the Edinburgh Princes Street party to Burns Night mark the start of 2012! This enthusiasm for celebration is rooted in Scotland’s history of culture and The first recorded celebration of the life and work of Robert Burns tradition. Since the earliest days of the clans in the 12th Century, stories, was held in July on the anniversary of his death, by a group of skills, songs and art have been passed down through families and communities. friends and acquaintances. Later the date was to change to the 1907 Each generation since has carried and built on our legends and traditions to evening of the anniversary of his birth (25th January), which would The Stonehaven create a magical, vibrant culture that is truly unique today. This culture is alive become ‘Burns Night’. and still evolving, integrated with our modern-day science, arts, literature and Hogmanay Fireballs music, creating a rich melting pot of influential figures from Robert Burns to The Stonehaven fireball walkers can be traced back Ian Rankin, Douglas Gordon and Andy Goldsworthy. to local fishermen performing back in the 1800s, and With such a wonderful culture and heritage to celebrate, it makes sense that fireball ceremonies in general can be traced back to we have become a nation synonymous with cultural tourism, events and Did you know? times before Christianity. The fire is thought to ward off festivals. Most towns in Scotland have their own fetes, gala days and unique evil spirits. traditional events to celebrate local culture. Highland games, whisky tasting A cup o’ kindness events and music festivals take place all over the country but we also have We all know that Auld Lang Syne by larger events such as The Scottish Open and the Edinburgh Festivals, which Robert Burns is sung across the world on attract attention the world over. New Year’s Eve, but did you know it’s actually To find out more about traditional But the rest of the world is catching up! To make the most of our wonderful one of the most sung songs in the world, Scottish events and festivals please visit culture, which is demonstrated so powerfully through our local and national often polling second only to Happy Birthday? www.rampantscotland.com. events, we must come together to promote what Scotland has to offer. We can’t rely on the old stories to speak for themselves – we need to shout about them! Top image: Highland Dancing at the Cowal Games, Dunoon, Argyll.
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