Discover What's New in Dunfermline, West Fife and the Heartlands To
Discover what’s new in Dunfermline, West Fife and the Heartlands to help you grow your business 2 3
Walk in our visitor’s shoes
Dunfermline, West Fife and the Heartlands regions are unsung heroes of the heritage and tourism sector. There is so much to see and do. castles, palaces, theatres, museums, galleries, live music venues, art and craft centres, “Unexpected treat, family activities, golf courses, brilliant wee place” festivals, gardens, fairs, How can this guide help your business?
The purpose of this guide is to take a in duration, they are easy for visitors to How can this guide help markets, local food & drink fresh look at what’s going on in the area access on their smartphone. and highlight the various opportunities your business? your business can capitalise on. There is also an App for the family market called ‘In the Footsteps of Kings’ – visit 1 Help you know what’s on producers, restaurants, bars, There is a particular focus on the www.welcometofife.com/jess. This takes offer to visitors so you new digital products that have been the younger visitor and their families on an can recommend to your developed. In Dunfermline, there are 7 exploration to 9 locations in the regions FREE walking tours, covering a broad bringing history to life through augmented customers cafes… and more range of our stories and locations. reality to ignite their interest in castles, From 45 minutes, to just over an hour pirates, and wildlife of all sorts. 2 Inspire you on how to grow your own business through It’s easy for visitors to get here too. An easy day trip Who is this guide aimed at? using the products on offer from Edinburgh, Perth, Stirling, Glasgow or St Andrews to visitors This guide is aimed at everyone who producer. You all help to shape a visitor’s and a stone’s throw for cruise visitors from Rosyth. is involved in business in the areas of experience and can recommend the next Dunfermline, West Fife and the Heartlands. thing to do and see on their itinerary – if 3 Motivate you to experience Whether you think your business is in ‘the you know enough about it in the first place! more of the nearby visitor tourism sector’ or not – it is! It doesn’t experiences yourself matter if you are a baker, a butcher or a We are all in this together – So what are custodian of historic treasures, a café or YOU going to do to help our destination a craft shop or an artisan food and drink grow and all of our businesses flourish?
Introduction to the free new digital products 4 “Amazing pieces of Contents How can businesses make the most of them 7 Who are our visitors? 8 Opportunities for businesses 12 history in one place” Links and who’s who in the area 15 Next steps – what can you do? 15 4 5
Introduction Tours to the free new › International Connections 1.4 miles • 50 mins For international and domestic visitors digital products How much impact has this wee town in Fife made to the world?
www.dunfermline.tours/international-connections
› Right Royal Toun 1.9 miles • 70 mins For international and domestic visitors Stories and connections royalty has to the town – then and now.
www.dunfermline.tours/right-royal-toun These new experiences are a great asset to the area and one that you, as a business, can use to collaborate with, innovate new › Dunfermline’s Soundtrack products around and also recommend to 2.2 miles • 60 mins customers and guests. For local residents, international and domestic visitors “We’ve been visiting Scotland for 22 Listen to Dunfermline’s musical heritage. www.dunfermline.tours years and never visited Dunfermline www.dunfermline.tours/dunfermlines-soundtrack • 7 free themed digital walking tours before. The tour was only 45 minutes around Dunfermline and gave a good highlight on the rich › St Margaret’s Journey • Welcome Walk in Dunfermline: a 1.2 miles • 50 mins history of the area.” 45-minute walk around the heritage For local residents, international and domestic visitors quarter with a trained local Town Listen to the stories of St Margaret through the eyes of Ambassador a local 25 year old.
• 'In the Footsteps of Kings' App: an www.dunfermline.tours/st-margarets-journey Make the most of the augmented reality game at 9 locations Welcome Walk Welcome Walk in Dunfermline throughout Dunfermline, West Fife and the Heartlands › Fantasy Safari 1 Join a Welcome Walk. Did you discover 1.2 miles • 40 mins in Dunfermline For families, international and domestic visitors anything new? Do you have any stories you Experience our fantasy safari chat guide. Open Messenger would like the Town Ambassadors to share? A free Welcome Walk around Dunfermline is a great opportunity 3 actions to make the on your smartphone and start chatting. for visitors to hear from a local and be inspired about all there is
most of Dunfermline’s to do and see nearby. 2 Do you have any leaflets or postcards that you new Digital Tours www.dunfermline.tours/chat-guides can give to the Town Ambassadors to spread The walks are led by trained volunteers – Town Ambassadors, the word? Can you tweet @GoDunfermline 1 Experience the tours. Do › Dunfermline’s Mysteries and operate 6 days a week in the summer and once a week in or use #GoDunfermline and promote the the winter. They last 45 minutes and take groups around you offer any products or 3.1 miles • 75 mins experience? Dunfermline Heritage Quarter sharing stories, fun facts and For local residents, international and domestic visitors services which relate to the recommendations. facts? Experience Dunfermline’s mysteries chat guide. Open 3 Would you be willing to be a volunteer Town Messenger on your smartphone and start chatting. For details of the route of the walk, go to Ambassador? Could you share your passion
https://go.dunfermline.tours/WelcomeWalkMap 2 Tweet about your www.dunfermline.tours/chat-guides and enthusiasm? experience to @GoDunfermline and/or › Bruce Street #GoDunfermline for some A good idea More information 160 metres • 30 mins joint promotions? For local residents, international and domestic visitors How has Bruce St impacted the town through the centuries. The Ceramic Café in Dunfermline wants to link For more details on these walks go to www. 3 Consider which audience with Fantasy Safari digital tour because they dunfermline.com/index.php/dunfermlinetours/ each of the digital tours www.dunfermline.tours/bruce-street see the crossover of family audience. Both use Keep up to date with what is happening on are aimed at. Does your unicorns as an opportunity to cross promote. Facebook and Twitter @GoDunfermline business attract the same #WelcomeWalk #GoDunfermline visitors? www.dunfermline.com 6 7 How can businesses make the most of the new digital products?
These new assets have been developed to encourage visitors to dig beneath the surface and discover new reasons to stay longer and discover more in the area.
Our goal is to grow your business, your revenue and together grow our business network so that tourism can flourish. The more you recommend these products, the better for everyone.
• Promote 'In the Footsteps of Kings' App on your website and • Join the conversation on social media by using marketing materials. www.fifetourismpartnership.org/resources/ #FootstepsofKings business-toolkits/in-the-footsteps-of-kings/ • Encourage your visitors to download the App and follow the trail. • Customise your email signature. Select Options, Mail, Why not promote suggested itineraries, and promote in booking Signatures. Then add logo/copy. You can also add a hyperlink confirmation emails etc. to the YouTube video
What are the best ways to recommend and cross refer?
According to VisitScotland Insights, our visitors have three preferred methods of information Make the most of Kids can try their hand at firing a cannon gathering. from Ravenscraig Castle out to a pirate ‘In the Footsteps of Kings’ App boat on the Forth or play tennis with Mary Queen of Scots’ ghost at Falkland Palace! 1 Download the App ‘In the Smartphone 68% Footsteps of Kings’ and try The App also shows nearby business it out with your own family. listings from www.WelcometoFife.com Talking face-to-face 52% This is a free, award-winning augmented and this is a great way to encourage Can you use the experience reality App that is available to download visitors to stay longer and spend more in as your own social media from iOS, Google Play and Amazon the area through signposting to relevant content? Tablet 36% stores. It is aimed at 3-13 age group and recommendations. families to immerse them in 9 different fun 2 If your business is one of experiences across the region. www.welcometofife.com/jess Getting to grips with social media is vital to be able to collaborate on themes through those featured on the App, hashtags etc. To find out more about what training and events are available from Business Gateway consider offering related go to www.bgateway.com/local-offices/fife/events. Venues featured on in the app Worth a thought products and souvenirs or even just a place for visitors Aberdour Castle According to VisitScotland to take the all-important selfie. Ravenscraig Castle insights (October 2019), the core passions of 8-12 year olds Did you know A good idea Lochore Castle are sport, the outdoors, being 3 A key component of the App are the links to the Markinch Church sociable, history, animals and Markinch Church which is featured in the Clan MacKenzie Routes originally started out having fun. Across the range Welcome to Fife database augmented reality App ‘In the Footsteps of Kings’ as a tour company focusing on the heritage and Falkland Estate of the new digital products, we of business listings. Is your was once the ancient capital of Fife and ruled by history of the Clan Mackenzie. The company Falkland Palace can be sure that they will have business clearly listed on the MacDuff Earls of Fife. King James I ordered now offer ‘Outlander Tours’ and work in the database? Can you everyone over the age of 12 to practice archery. Did partnership with many other businesses to offer MacDuff’s Castle, East Wemyss a strong appeal to these young visitors and their families. do more to enhance your you know that nearby Cluny Activities offer archery visitors a full itinerary experience. Burntisland Waterfront What more can you develop listing? tasters for kids? Can you recommend these to any Dunfermline Carnegie for your business based on keen ‘wannabe young archers’ that you meet? Library & Galleries similar insights? 8 9
Who are Domestic and international overnight visits, 2015 – 2018 Seasonality of Scotland's top 5 overseas tourism markets, 2016 – 2018 2015 2016 2017 2018 our visitors? Domestic (000s) 513 504 650 465 250 International (000s) 148 125 119 150 200 In 2018 the number of international Total Overnight (000s) 661 629 769 615 overnight trips to Fife was the second 150 000 s) highest since 2013 but expenditure Sources: GBTS, IPS. was the lowest over the same period. 100
Conversely, for domestic visits the number Domestic and international overnight spend, 2015 – 2018 ( Visits of trips was the lowest, but the total spend 50 was the second highest. 2015 2016 2017 2018 0 International visitors to Fife Domestic (£m) 85 78 104 99 Jan-Mar Apr-Jun Jul-Sep Oct-Dec One of the key attractions for international International (£m) 142 99 95 75 visitors to Scotland is our culture and Source: IPS. Figures based on 3-year average data (2016-2018). heritage and Fife can offer it all. From Total Overnight (£m) 227 177 199 174 For more information go www.visitscotland.org/binaries/content/assets/dot-org/pdf/research-papers-2/key-facts-on-tourism-in-scotland-2018-v2.pdf the royal connections of Dunfermline to the industrial heritage of linen, coal and Sources: GBTS, IPS. linoleum, there is plenty to explore. Total trips by district Total Spend by district
But we can’t presume that visitors will find Getting to know our international visitors to Fife better out what we offer on their own. There is North East Fife 1,506,100 North East Fife £108,244,450 always more that we can do to help provide Duration of Stay the links and connections. 1-3 nights 4-7 nights 8-14 nights 15+ nights 9% 32% 45% 14% According to VisitScotland Insight Kirkcaldy 2,167,100 Kirkcaldy £137,449,775 department, Key Facts on Tourism in Scotland 2018, The top 5 international Purpose of Travel markets for Fife are: Business Holiday Visiting friends or relatives Other 6% 63% 28% 3% Dunfermline 2,263,200 Dunfermline £124,425,000
1. USA Seasonality Jan-Mar Apr-Jun Jul-Sep Oct-Dec St Andrews 2,802,900 St Andrews £180,882,625 2. Germany 8% 31% 45% 17%
3. Canada Source: IPS. All charts are based on 3-year average data (2016-2018). Figures may not sum up due to rounding. Source: www.fifetourismpartnership.org/research/fife-tourism-economic-impact/figures-for-2018 4. Australia Type of accommodation Trips by purpose Breakdown of expenditure 5. Spain Getting to know our domestic visitors to Fife better 4% 12% 14% Duration of Stay 18% Domestic visitors to Fife 27% 10% For Dunfermline, West Fife and the 1-3 nights 4-7 nights 8+ nights Heartlands, day visits account for the vast 66% 28% 7% 53% majority of our visitors with ‘going out for 33% Purpose of Travel a day to explore an area’ being the most 16% 31% popular reason for making the trip. 82% Business Holiday Visiting friends or relatives Other Paid Holiday Accommodation For domestic visitors who come for a short 19% 46% 32% 3% Business Shopping stay, the length of visit is most commonly Friends/ Friends/relatives Food and drink 1-3 nights. Seasonality relatives/ second Other Entertainment home Study Travel To find out more detail on these types Jan-Mar Apr-Jun Jul-Sep Oct-Dec 21% 25% 29% 25% Source for data used in infographics and in ‘Did You know’/ ‘Worth a Thought’ features : Moffat Centre (2019): Scottish Visitor Attraction Monitor 2018, Glasgow School for Business and Society, of visitors and what they are looking for Glasgow Caledonian University: Glasgow, UK; VisitScotland research and insights, Fife Tourism Economic Impact (Cambridge Model) 2015-2018 – go to www.visitscotland.org/research- Source: GBTS. All charts are based on 3-year average data (2016-2018). Figures may not sum up due to rounding. insights/regions/fife Did you know Worth a thought
A good idea Facebook, YouTube and Instagram are the most Data suggests that 1/3 of businesses update their used social media platforms. How active is your web and social media pages daily. Bryan Beveridge is a traditional butcher in Dunfermline. @BBButchersDunfermline. Despite not business on these? coming from a traditional ‘tourism business’, Bryan offers more than his traditional fare to all types of What do you do with your social media pages? visitors with a particular focus on cruise ship visitors. He also is able to link visitors with other things to Tourism in Fife is worth £599m annually and Think of this like your shop window – you need do and see in the area and regularly fixes a game of golf at a local course for visiting customers. contributes 9% of all employment in Fife to always keep it fresh! 10 11 “We took a free shuttle from the Rosyth cruise quay to Dunfermline, and had a delightful and informative walk around this historic town with one of the volunteer Town Of all visitors to Fife: Ambassadors –it was a lovely experience.” 59% 41% say that they were attracted by the say it was history and culture scenery and landscape that attracted them 2 out of 5 65% stated a desire to visit a visited a cathedral, particular attraction church or abbey
60% 44% visited a historic house, visited a country park stately home or castle or garden Do’s and Don’ts
Do add value – visitors are willing to pay the right Don’t be tempted to heavily discount or hike 2 out of 5 12% price and will check what this is online prices. Everyone wants to be fairly treated Do offer quality – people are more discerning Don’t forget the day that a cruise ship arrives. stayed in hotels stayed in a second home than ever. They want the real deal – authenticity, Be prepared in advance and develop products a few stories and a genuine heartfelt service and services that they can buy easily or an Airbnb Do be flexible – people on holiday or a day out are Don’t stay rigid to opening and closing hours. trying to pack in as much as possible Visitors are on a timetable too so a little flexibility will pay dividends 26% 7.5 out of 10 A good idea Did you know stayed in a B&B or guesthouse were satisfied with value for money of eating out Consider carefully the questions that visitors The type of information that visitors are ask you and if you find yourself often saying looking for on a trip: ‘no’ to the same questions – look for ways to 82% weather reports say ‘yes’ and develop what you do to offer this. 75% maps / directions You might find it soon becomes your best-selling 62% things to do and see nearby product! 55% places to eat and drink locally 47% what’s on in the local area
Source for data used in infographics and in ‘Did You know’/ ‘Worth a Thought’ features : Moffat Centre (2019): Scottish Visitor Attraction Monitor 2018, Glasgow School for Business and Society, What more can you do to help them? Glasgow Caledonian University: Glasgow, UK; VisitScotland research and insights, Fife Tourism Economic Impact (Cambridge Model) 2015-2018 12 13 Opportunities Cruise ship visitors for Businesses Cruise Forth operate a volunteer welcome service to all passengers to promote the local attractions and businesses in the area. They also operate a courtesy shuttle bus to take passengers There are many promotions, campaigns, to Dunfermline and to North Queensferry. There is also a Cruise marketing tools/ resources and other Forth App available on iOS and Android which gives information on dates and times of ships arriving. opportunities that are available to businesses to use. What might you Contact Cruise Forth for more details on how to join in. www.cruiseforth.com, @CruiseForth on Facebook and Twitter do to get more involved and benefit your business?
Events and Check out: Scotland’s › Medieval Weekend at Aberdour Castle Visitors may looking for experiences of all types before festivals and after the event. Themed years
Keep an eye on what events are going on › Highland Games Scotland’s Themed Years have been running since 2009, as a way in the area and consider how your business Locals and visitors may be looking for information and directions to celebrate a particular side to Scotland that deserves recognition. could link to the themes. to get involved. Funding is available for events that can demonstrate linkages to the year’s themes. For more information of the opportunities, › Outwith Festival www.visitscotland.org/events/funding/themed-year-funding Music, culture and arts lovers coming to join the festival might need basic supplies in addition to accommodation.
› Alfred Dunhill Links Championships Think about non golfing visitors, they may be delighted to know of how they can escape golf to do other activities.
Fife Events App The Outlander effect
The Fife Events App has been developed to offer a quick and easy According to VisitScotland, Outlander has increased tourism by way to find out what's happening right now in Fife. an average of 67% at the sites mentioned in the books or used in filming. Culross Palace for example has seen a 70% increase Browse through categories such as culture and heritage, music, since the series first aired. Visitors come with a story in their head arts and crafts and food & drink to find events that suit and don’t and are delighted when we offer products and services that link forget to leave a review. with that story. We can be sure that many visitors past present and future will be drawn to the area because of the series. The App is available on Android and iOS – just search for 'Fife Events App' in your chosen app store. Businesses who add their What is the next big film or series to be set in Fife and how can events to Welcome to Fife website (for free) will also see their you capitalise on the potential visitors it will attract? For more events appear on the Fife Events App. information on these types of visitors and what more you can do to maximise on the opportunity go to https://go.dunfermline.tours/OutlanderEffect 14 15 Fife Pilgrim Way Who’s who in our area
Organisation Description of activities Links Make the most of it by… Launched in July 2019, The Fife Pilgrim Way is a 64-mile-long distance footpath that runs from Culross and North Queensferry Fife Tourism Partnership The b2b website for tourism – www.fifetourismpartnership.org Register to this site to upload your to St Andrews and traces the original route from 400 years ago. businesses in Fife – @fifetourism own listing There are many opportunities for businesses who are close to Welcome to Fife Consumer site for visitors to Fife – www.welcometofife.com Register to add your business this route and who can recognise what these types of modern-day which includes free business – facebook.com/fifetourism listing. Event organisers can add pilgrims might be looking for. listings – @welcometofife events to What's On
For more information visit ONFife Responsible for libraries, – www.onfife.com Giving visitors copies of museums, theatres and heritage the seasonal brochure. www.fifecoastandcountrysidetrust.co.uk/walks/fife-pilgrim-way venues across Fife Review upcoming events for and on Facebook @FifePilgrimWay opportunities to share audiences.
Dunfermline Heritage Promotes heritage and associated – www.dunfermline.com Follow activities of partners on Partnership activities for visitors and social media residents of area
Delivering Dunfermline The local company for enhancing – www.outwithfestival.co.uk Attend events like Outwith arts culture etc. in Dunfermline Festival and show your customers how they can get involved
Fife Council Local authority – www.fife.gov.uk Funding opportunities, changes in local infrastructure etc.
Follow: Dunfermline and West Fife Membership body – [email protected] Join for free and share news and Shine online Local Tourism Association – www.facebook.com/groups/ ideas with the business network DWFLTA › @WelcomeToFife – www.fifetourismpartnership. B2C site with opportunities for businesses to promote products Much information these days is accessed org/associations/dunfermline- and services and collaboration for businesses to promote west-fife through social media with Facebook products, services and events to encourage visitors to the area Twitter, YouTube and Instagram being the The Heartlands of Fife Local Membership body – www.fifetourismpartnership. Join for free and share news and most frequently used. There are many Tourism Association org/associations/heartlands/ ideas with the business network promotional sites available for businesses › @FifeTourism – www.facebook.com/ to find out what’s going on and to identify Fife Tourism Partnership heartlandsoffife/ new opportunities to join in with. Here are B2B site with details of opportunities for businesses – www.welcometofife.com/ region/heartlands some channels to follow. › @GoDunfermline Fife Golf Partnership Paid membership run by Fife Golf – www.visitfifegolf.com Listing available for businesses Partnership – facebook.com/visitfifegolf involved in the golf tourism For residents and visitors to share events ideas and activities – @visitfifegolf sector in Fife
Great Place Scheme project – Three year funded project until – www.dunfermline.com Free listings and signposting for Auld Grey Toun 2021 delivering projects for the businesses in Dunfermline and community to build connections West Fife to heritage Next Steps – what are you going to do?
Welcome STEP STEP STEP to Fife App 1 2 3
This App is an easy way for visitors and locals to discover Fife and what is going on. The App features a variety of trails and itineraries across many themes such as food and drink, history and heritage, family activities etc. It is free and available on iOS and Android. For more information contact www.WelcometoFife.com
Familiarise yourself Recommend the Get to grips with social with the websites listed new digital tours to media and start to post and make sure your customers and find ways your own content and business is listed on to recommend other engage with posts from these sites. local businesses. others. Thank you to partners of Dunfermline Heritage Partnership Images courtesy of Welcome to Fife