Renfrewshire Visitor Plan 2018–2021 Vision

Renfrewshire is the destination for authentic experiences and unexplored gems. A place of rich built, cultural, and natural World-class culture and architecture, heritage and great outdoors—a blend wilderness and wilds and great events that of historic towns, pretty villages and people come out for—ten minutes from beautiful countryside. We are home to our International Airport and our sister historic Paisley—Scotland’s largest town, city Glasgow. the place that made the iconic world- We will attract more visitors to renowned Paisley Pattern… and built experience a great day out in the second largest concentration of listed Renfrewshire. We will create the very buildings in Scotland. A place of makers, best visitor offer and experience that radicals, secrets and fascinating stories as exceeds expectations, and will support yet untold, and we can’t wait to share it a network of local place ambassadors with you. who will welcome EVERYONE.

2 3 Paisley and Renfrewshire context We are at a pivotal moment for unique opportunity to promote our place exemplified by a 24% growth in visitor We have other great assets—our people, Paisley and Renfrewshire, a time to national and international visitors on a numbers to Renfrewshire in 2016 against a network of towns and villages that of true partnership when we have scale not previously imagined. The impact the previous year, out-performing the rest offer unique heritage and food and the opportunity to transform place of this is being felt throughout the region. of the wider Glasgow and Clyde Valley drink experiences as well as access to region, high visitor satisfaction rates for our countryside. We have first class perceptions on a national and Significant investment is being made in our events and the recent award of Purple connectivity—an international airport, Renfrewshire through a multi-million- international stage and grow our Flag Status in Paisley. Scotland’s fourth busiest railway station pound infrastructure investment via economy. which links to the mainline UK network Glasgow City Region City Deal, a new Scotland’s Heritage Tourism 2020 strategy and cruise terminals—and fantastic There is also recognition that a thriving destination brand strategy and £113m estimates heritage tourism was worth cultural and historic venues including tourism industry built around culture and of investment in Paisley Town Centre. £1.34 billion in 2013 and has set a target the 12th century Paisley Abbey. Our the arts and sport can generate important Renfrewshire is working hard to enhance to grow that to £1.7—£1.95 billion by visitor offer is compelling: villages and social benefits—increased civic pride, our visitor offer and ensure we feature 2020. This includes Contemporary Culture, neighbourhoods providing new and niche sense of belonging, wellness and self- on the ‘must-see’ locations list of Historic Environment and Built Heritage, experiences; rich cultural heritage drawing belief, for local people and our visitors. domestic and international tourists. Our and Cultural Heritage. out a genuine reflection of Paisley and tourism sector has risen to the challenge; Paisley’s bid for UK City of Culture 2021 For Renfrewshire, this is great news. Scotland, and numerous outdoor and collaborating to provide an excellent and was an important accelerant to achieve Paisley has long been a cultural pioneer leisure activities. authentic experience for visitors— our visitor and tourism targets and to and our cultural icons are powerful hooks our place transformation. It provided a for first-time visitors and an important part of the region’s untold story.

4 5 Snapshot to 2021: The Plan Strategic portfolios Target by 2020 Destination marketing Leadership and skills Events and festivals Product development Business tourism Destination development Data and insights An extra 590,000 day visits to Grow the value of Renfrewshire by 2020 spend from £72.5m Enablers £ to £103.6m (+£31m)

Current visitors Target markets

Propensity to visit Digital first Data and insight Partnership Expertise Day visitors: 93% Home turf one Harness • Using data and Delivering visitor • Dedicated opportunities insight driven infrastructure destination 2.6 million day visitors within a 60-minute by constantly process to profile through strong marketing and drive time. 4.2m visitors within a two-hour evolving Renfrewshire partnership with management drive time. Overnight: 7% technology— visitors and national agencies, team Six key audiences: widening access audiences our neighbours, the • Destination and reinterpreting private sector and • cultural explorers • family favourites • Develop new and marketing the visitor product communities exciting content network Scotland: 90% • good night out • it’s all outdoors • Audience and • Specialist • history and heritage • leisure seekers campaign support development Rest of UK: 3 % Home turf two • Monitor trends and behaviours • 2 million visitors to Glasgow including 660,000 international visitors per year International: 7% through Glasgow Gateway partnership. Priority actions (taken from sector consultation) Monitoring action plan progress

Growth markets • Near neighbours: • Establish tourism business network Our visitor profile – NE and NW • Annual report • Homecoming: England and • Improve attractiveness of entry points Leadership Board, • Constantly connected – family and Northern • Develop product and improve visitor Renfrewshire Council • Influenced by peer recommendation friends Ireland experience • Quarterly report • Engage on channels they – diaspora • Scotland visitors: • Extend visitor season Strategic Tourism – Renfrewshire Leadership Group use and trust – university • Develop and understand target start/mid/end (tourism sub-group, alumni audience insights • Staying with family and point of existing Renfrewshire Economic friends a driving factor tourist trip • Improve facilities and itineraries Leadership Board) Source:STR Research Visitor Survey (2017) for travel trade

6 7 Objectives and targets

Increase destination marketing to grow OTSH (opportunities to see or hear) something positive about Renfrewshire Increase visitor spend in Renfrewshire by £31m Impact measure Baseline 2020 target Impact measure Baseline 2020 target Unique visits to the new Launch of new website 250,000 unique visits Day visits to Renfrewshire £60.51m: VisitScotland/ £89m Great Britain Day Visits destination website January 2018 Day visitor spend in Survey (GBDVS, 2015) Renfrewshire Number of media 5 per year 20 per year familiarisation visits Overnight to Renfrewshire £12m: VisitScotland / Great £14.6m visitor spend Britain Tourism Survey Positive coverage reach 15 million per year 120 million per year (GBTS, 2015) (OTSH) – national, international and social media Enhance the visitor experience in Renfrewshire by building capacity and Partnership with Partnership confirmed Permanent profile for developing a quality product VisitScotland Renfrewshire—digital Impact measure Baseline 2020 target and campaign Customer-facing staff and New customer service 1,000 customer facing Partnership with Partnership confirmed Permanent profile for volunteers undertaking excellence scheme launched staff trained Glasgow Life Renfrewshire—digital customer service in February 2018 and campaign excellence training Increase visitor numbers by 4% year on year Increase our ‘overall 6.2/10 (STR, 2017) 8.0/10 impression’ visitor rating Impact measure Baseline 2020 target Number of new itineraries 1 new trail developed 8 new trails Visits to Renfrewshire 1.7m: Scottish Visitor 1.99m and trails (Discover Paisley, 2017) attractions Attraction Monitor, Moffat Centre (2016) Support tourism business growth and collaboration Visitors to events 155,000 unique attendees 100,000 visitors (from outwith (54,000 visitors): Culture Impact measure Baseline 2020 target Renfrewshire) Republic Number of businesses No existing network 80 businesses Day visits to Renfrewshire 2.73m: VisitScotland/ 3.32m actively engaged in a engaged Great Britain Day Visits business network Survey (GBDVS, 2015) Employment in tourism 5,600: Scottish Annual 7,150 Holiday nights in 45,000: VisitScotland/ 55,000 related industries Business Survey (SABS), Renfrewshire Great Britain Tourism Survey Scottish Government (GBTS, 2015) Tourism related industry £200m: Scottish Annual £210m Partnership with Glasgow 2 million visitors to Glasgow 3 million visitors to turnover Business Survey (SABS), to promote Paisley product gateway Glasgow and wider Scottish Government region by 2023

8 9 Progress 2014–2017

Theme one: Place profile and improving the customer journey Theme two: Leadership and collaboration

• Visits to Renfrewshire attractions • Social media reach for Paisley and • A Strategic Tourism Leadership Group • New partnerships have been developed grew by 24.6% in 2016 to 1.7m visits— Renfrewshire—through Paisley 2021 has been established to develop the with VisitScotland and Glasgow Life outperforming the rest of the City channels has grown from a zero base Visitor Plan to 2021, monitor delivery to foreground Renfrewshire’s visitor Region. in 2015 to 16.1 million (October 2017). of the current Framework, and steer the offer through owned channels and new Paisley2021.co.uk has generated sector’s delivery of our tourism vision. campaigns. • Opportunities to see or hear something 512,000 page views from 182,000 users positive about Paisley and Renfrewshire • Renfrewshire is an active member —17,000 from 159 non-UK countries. in the media have grown from 15 million of Glasgow City Region Tourism in 2015 to 277 million opportunities in • A new destination brand has been Partnership (part of the Glasgow City 2016 and 2017 (a media value of £7.1m) developed in consultation with local Region City Deal), and has contributed – driven by Paisley’s bid for UK City of people and place leaders across to a regional destination marketing Culture 2021. Media familiarisation visits Renfrewshire’s public, private and strategy with a shared objective to from consumer and travel media have academic sectors. A new destination deliver an additional one million resulted in national and international website will launch in January 2018 and overnight visitors to the region by 2023, destination coverage, positioning the drive destination marketing activity. drawing on shared visitor assets. region as a place of cultural and historic significance and a great short-break destination.

10 11 Theme four: Providing authentic experiences

• New wayfinding has been introduced in • Since 2014, Renfrewshire Council has bid Paisley Town Centre and new discover for and won: guides for Paisley and Renfrewshire are - The European Curling Championships available at attractions and through in 2016 generating an economic Renfrewshire hotel welcome packs. impact of £750,000 for Renfrewshire. Theme three: Building our capabilities • In the past five years 1.1 million - The British Pipe Band Championships individuals have attended festivals 2016–18 and a second bid has secured • We understand our visitors better • Funding has been secured to develop a and events in Renfrewshire. Unique the event until 2021 (15,000 visitors and have established baseline visitor ‘customer service excellence’ training attendees to town centre events grew per year). information and tourist insights – programme modelled on the highly by 25% in 2016 and 23% in 2017. 35% including visitor profiles and experience successful Glasgow Welcomes and of the 160,000 attendees this year were - The Scottish Album of the Year Awards at events, and the economic, social and a programme of product innovation visitors to Renfrewshire and reported in 2016, 2017 and 2018, and the cultural impact of events and festivals. workshops. an overall satisfaction level of 93%. MG Alba Scottish Trad Awards in Paisley’s annual Halloween Festival has December 2017, generating UK and • New target audiences have been been listed in the top 20 UK festivals international media profile through identified and profiled to support in 2016 and 2017. The 2017 events live broadcast. product development and visitor programme contributed £1.3 million - The Royal National Mòd in 2021 or campaigns. spend into the local economy. 2022 (Mòd 2013 was the second most successful on record bringing 8,000 visitors to Renfrewshire).

12 13 Priorities 2018–2021

An analysis of Renfrewshire’s We will promote all of Renfrewshire strengths, weaknesses, opportunities and shine a spotlight on the region’s and threats was carried out as part vibrant mix of villages, outdoors of sector consultation during the and neighbourhoods. This will development of the Plan (see figure 1 be underpinned by developing a on page 18), and informed our compelling product and a first-class future focus. visitor experience.

Defining our unique culture and heritage Growing events and festivals and the Halloween Festival, to positively impact on the profile and reputation of A vibrant culture is key to differentiating Event and festivals drive visitors and Renfrewshire and share our untold story, Renfrewshire’s product and creating provide the best-possible introduction and add new signature events to the a unique experience. It helps to shape to our place, key to generating repeat programme. perceptions, builds reputation and status, visits. We will continue to showcase and provides day visitors and domestic and Renfrewshire on a national stage and We will continue to align to Themed Years international leisure tourists with a reason create more opportunities for visitors to through innovative collaborations: to visit. experience our unique cultural heritage • 2018 Scotland’s Year of Young People by bidding for and winning new cultural Cultural tourism includes our arts and and sporting events that deliver economic • 2018 European Year of Cultural Heritage entertainment offer—both free and impact. This will generate an additional and European Route of Industrial paid. It includes: museums; theatre; 100,000 unique visitors to Renfrewshire by Heritage music; dance; comedy; exhibitions; 2021 and £2 million in local spend. fashion; festivals; literature; film; history, • 2020 Scotland’s Coast and Waters – heritage and Paisley’s architecture and We will host the Scottish Album of the includes distilling and inland waterways built environment. It also describes Year Awards in 2018, the British Pipe Band • 2022 Year of Scotland’s Stories visitors actively taking part in culture and Championships to 2021, new festival combining this with tourism (food and Paisley Calling to 2021 and the Royal Through the Culture, Heritage and Events drink, hotels, shops… and the people they National Mòd in 2021/22. We are bidding Fund*, we will continue to support the meet) in a way that’s authentic and means for a number of new cultural and sporting development of new local events and something to them. events from 2018. festivals across Renfrewshire to celebrate local culture across the region’s towns, Our new plan will, for the first time, focus We will further develop our annual villages and neighbourhoods, and add to on assets that have a distinct appeal programme of cultural events, including programme where appropriate. to target customers. The focus of our the annual Paisley Food and Drink Festival, activity will include: heritage, architecture, Sma’ Shot/Weave Festival, The Spree radicals, food and drink, music, poetry and song, natural wilds and the unique Paisley Pattern. * Culture Heritage and Events Fund was set up to support Paisley’s bid for UK City of Culture 2021 to help raise ambition and build capacity in the local creative scene.

14 15 Credit: Clyde Muirshiel Regional Park Regional Muirshiel Clyde Credit: Building customer experience Growing our profile and reputation as a quality destination will require a high standard of service excellence, that in turn increases visitor spend and encourages visitors to share their experience leading to positive word-of-mouth—currently a powerful motivator for our target audiences and visitors to Renfrewshire events. We will continually improve the consistency, availability and quality of service that visitors experience in Renfrewshire. With our transport partners we will work to improve routes into the region and build an integrated and sustainable transport network across the region, while improving our physical access points, arrival and way- Enablers finding information. We will extend our Through collaboration with the Glasgow To support visitor growth, growth in free shuttle bus service to major City Region tourism group and local quality accommodation is required and event days. partners, we will continue to share data up to 200 new hotel bedrooms (two Through the new destination brand and and insights that allow us to respond to new hotels and four hotel extensions in visitor website, and with our marketing customer needs and trends, identify new planning) will be delivered by 2021 on top network, we will improve how we present opportunities, build loyalty and improve of an existing 1,779 rooms. We will support information about our place to customers, the customer journey. the sharing economy and the growth of short-term accommodation provision that and ensure we communicate a compelling, We will work with partners, including appeals to visitor seeking a ‘live like a local’ consistent offer—digital and offline, to VisitScotland, Glasgow and the regional experience. We will continue to work with help visitors have the confidence to choose destination partnership to ensure the University of West of Scotland (UWS) Renfrewshire to explore, extend their Renfrewshire’s visitor offer is included to secure campus accommodation out experience into the evening, and extend in national campaigns that encourage with term time, and Glasgow Life’s online the overall length of their stay with us. existing visitors to extend their stay, accommodation booking service, to secure venture off the beaten track and see and hotel bedrooms during large scale events. do more. We are committed to building our profile as an accessible destination and will work with Renfrewshire Access Panel and other partners to continually improve our accessible visitor offer.

16 17 Figure 1—SWOT analysis

Strengths Weaknesses

• Diverse offering • History and heritage • Underdeveloped tourism offer • Poor signage & wayfinding in Paisley— • Rural locations and areas of • Successful visitor destination products • Limited evening/night-time economy one way traffic and pedestrian natural beauty e.g Soar, Mar Hall, Ingliston • Reliance on volunteers /(in)ability to • Inconsistent connectivity despite strong • Network of villages offering cycling • Passionate volunteer-led attractions recruit staff transport links and food and drink experiences • Partnership working with Renfrewshire • Inconsistent experience • Archaeological potential is under researched / investigated • Built heritage, from listed buildings in Volunteer Manager Forum • Limited opening hours for attractions Paisley to early medieval carved stones • Established groups e.g. CRN Heritage • No single portal (physical or digital) at Inchinnan Tourism Group for tourist information • Strong events programme • FE / HE institutions— expertise and • No tourism business network, • Strong connectivity; access to central locations formal or otherwise road, rail, air, cruise, ferry Opportunities Threats

• Trail and itinerary creation, such as • VisitScotland Growth Fund for • Negative perceptions of Paisley • Current lack of visitor information textiles, food & drink etc marketing (requires private sector • Underdeveloped experiences, both source/portal—although information • Heritage and culture are significant support) urban and rural provision is only one step in the customer journey motivators for visitor market • Scottish Enterprise support for customer • Very competitive market from other • New target markets identified service training regions and destinations • Built heritage at risk e.g. Half Time school/former TA building • Opportunities include outdoor pursuits, • Café culture • Limited sector collaboration across watersports, road cycling, food, golf, • Travel trade and study visits the region • Too many groups working independently for same outcomes spa, accessible tourism • Markets—outdoor and Indoor • Attraction reliance on volunteers • Digital technologies provide new • Underused rivers e.g. White Cart, Black and seasonal opening opportunities to create world-class Cart, Clyde visitor experiences and remove • Event development e.g. music accessibility barriers events utilising music schools • Significant population in catchment throughout Renfrewshire, more area/close travel time use of Paisley Abbey etc • Glasgow City Region Marketing and • Opportunity to create satellite events Tourism group around larger ones e.g. the Mòd • Glasgow City Visitor Plan 2023, gateway • Use of out-of-town venues e.g. Ingliston approach to Renfrewshire • Increased awareness understanding /acceptance of post-industrial regeneration through high profile projects e.g. Dundee V&A, The Kelpies, Glasgow CG2014

18 19 Delivery—how the plan will be delivered

We have identified seven Leadership and skills Product development Destination development strategic portfolios that will deliver Renfrewshire’s visitor plan. We will build our capacity as a region We will create world-class visitor We will support business development and Within each, capacity-building projects for tourism growth, developing skills, experiences and remove accessibility build sense of place. This will include: and actions have been identified delivering customer service training and barriers. This will include: • Establishing a tourism business network creating new partnerships. that will be lead and delivered by the • Widening access and reinterpreting to creating a forum for the sector to This will include: Council and its partners at a regional Renfrewshire’s historic and heritage network and collaborate on product • Roll out of Paisley Welcomes from attractions through digital technology development, marketing and capacity and national level. February 2018: customer-service building • Developing new packages and itineraries excellence training programme for the for individual explorers and travel trade • Roll-out of workshops and seminars, tourism sector in Renfrewshire, to build that represent all of Renfrewshire’s delivered by VisitScotland, Chamber of service quality and product knowledge visitor offer and link local attractions Commerce, Scottish Enterprise and the • Support for all Renfrewshire attractions private sector on product innovation, – Spa and relaxation and accommodation providers to digital, partnerships, marketing and data develop an online presence linked – Lovely Renfrewshire villages and insights to visitscotland.org and the new – Monks, radicals and reformers • Delivering three learning journeys destination website per year to enable the local sector – Food and drink • Providing stronger signposting to to experience best practice in other Digital Boost and digital skills support – Threads that bind us: textile heritage developing visitor destinations for individual businesses through Invest – Steeples and spires: ecclesiastical • Engaging the private sector in the early in Renfrewshire development of bids for major events – Cycling and walking • Developing national and international and their promotion, to ensure local partnerships to bring original Paisley – Paisley Pattern business and retail can benefit fully Pattern into production and work with • Positioning Renfrewshire as best • Working with UWS and West College local artists and makers to develop practice for accessible tourism by Scotland (WCS) to extend and develop ‘Paisley Original’ merchandising building on the offer at student dwell time and position Paisley • Implementing the Renfrewshire The Experience and Castle Semple as a university town volunteering strategy via Engage • Launching and marketing the ‘Secret • Improving arrival and gateway signage Renfrewshire and Invest Renfrewshire Collection’ (new museum resource for visitors to Renfrewshire and local to build our hospitality and events skills centre) and promoting touring maps and way-finding pipeline collections in the lead up to the • Contributing to the integrated • Developing partnerships and best re-opening of Paisley Museum 2022 transport strategy practice accessibility across all • Supporting the Renfrewshire Renfrewshire attractions and events • Supporting sustainable management Cultural Strategy of volunteer-led attractions

20 21 Destination marketing Events and festivals Business tourism/ MICE (meetings, How we will We will capitalise on the momentum We will drive the growth in visitor numbers incentives, conferences and events) monitor progress generated by Paisley’s bid for UK City of to our events programme through We will identify opportunities that match Culture 2021 and market Renfrewshire implementation of the Renfrewshire the scale of Renfrewshire venues. and keep on track nationally and internationally. events strategy. This will include: The development of Renfrewshire’s This will include: This will include: • Assessing the existing business tourism • Implementing the destination brand • Re-profiling the events programme market within the region and supporting Visitor Plan to 2021 has drawn on marketing strategy, visitor marketing and establishing new bidding criteria to venues to be corporate event ready expertise from the tourism industry campaigns and new destination website grow and secure cultural and sporting through Renfrewshire Leisure, University in the private and public sectors at from January 2018 events that generate economic and of West of Scotland and West College all stages of its development. The social impact and raise the profile of Scotland Strategic Tourism Leadership Group • Expanding the Renfrewshire Marketing Renfrewshire Network and developing an integrated • Identifying and exploring routes for has been central to this and will approach to destination marketing • Securing national funding for events development and support, including monitor progress of the plan. from EventScotland and British Council partnerships with Glasgow Convention • Supporting all Renfrewshire tourism Bureau and the wider City Region The group has four formal meetings businesses to have an online presence • Working with national and international each year and will champion the needs organisations, partners and artists Data and insights • Attending annual VisitScotland Expo of the sector at local and national level to increase participation locally and and WorldTravel Market We will improve our baseline data and and will support and steer the sector nationally profiling of visitors to Renfrewshire and to deliver the plan, meet emerging • Hosting media familiarisation visits from • Working with local and national share insights with the sector to improve challenges and opportunities and national and international media promoters to secure ‘must-see’ artists customer journey, product and campaigns, understand new trends. • Maximising partnerships with and national tours this will include: The Strategic Tourism Leadership Group VisitScotland and Glasgow Life • Ensuring maximum visibility of • An annual visitor survey will form the new tourism sub-group of • Developing new partnerships with Renfrewshire’s events and festivals • Improving accuracy of data collection the Renfrewshire Economic Leadership travel trade, Airbnb, TripAdvisor, through National Agencies and Tourist and reporting through Renfrewshire Panel, and will drive partnership and Scotrail and Virgin Boards attractions and gateway points collaboration, reviewing progress and recommending actions that will help • Working alongside initiatives such as • Collaborating on a new destination • Establishing a Renfrewshire events Renfrewshire achieve its vision. marketing strategy for the City Region, forum—linked to the Regional Events town centre wi-fi to collect additional with a target of increasing visitors to the and Festivals Board—to bring together data to enhance audience profiles The delivery of the plan will be region by 1 million by 2023 public and private sector partners who • Working in partnership with Glasgow supported through the seven strategic support and contribute to major events City Region and operators such as portfolios. Each will develop a detailed and bidding strategy Scotrail to collate more rounded data work-plan and be supported by a and measurements project lead and project team – that will include representatives from the • Aligning product development and private, public and third-sector, across marketing to motivation to visit the tourism sector. (VisitScotland) - First time visitors to Scotland— The new destination website will be scenery & landscape (58%) and developed to include an industry-only history & culture (47%) section that will provide the portfolio teams with access to resource; data - Repeat visits—scenery & landscape and insights, industry information and (47%) and history & culture (29%) contacts, and communication tools, to Source: Scotland Visitor Survey 2015 and 2016, deliver their contribution. VisitScotland and Jump Research 22 23