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Tourism Development Framework for Scotland

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Tourism Development Framework for Scotland Tourism Development Framework for Scotland Role of the planning system in delivering the visitor economy (Refresh 2016) Contents Cabinet Secretary Statement 1 1.0 Introduction 4 2.0 Development Framework to 2020 8 Improving the Customer Journey Theme 1 – Digital 10 Theme 2 – Transport 12 Theme 3 – Accommodation 19 Theme 4 – Food and Drink 23 Providing Authentic Experiences Theme 5 – Nature & Activities 25 Theme 6 – Heritage & Culture Destinations Towns & Cities 31 Theme 7 – Destinations, Towns & Cities 33 Theme 8 – Business Events 35 Theme 9 – Events & Festivals 37 3.0 Making it Happen 40 Cabinet Secretary Statement As Cabinet Secretary for Culture, Tourism and On behalf of the Scottish Government I External Affairs, I am delighted to present congratulate VisitScotland and all the national and endorse the refreshed version of the and local, public and private sector partners VisitScotland Tourism Development Framework involved in the production of this refreshed for Scotland. Framework. I look forward to working with everyone involved in its creation to realise Tourism is one of Scotland’s most important the full potential and ambition of Scotland’s industries with its benefits and impacts tourism industry. reaching many other sectors of the Scottish economy. Sustainable growth in the visitor Fiona Hyslop, economy is a key plank of the National Cabinet Secretary for Culture, Tourism and Tourism Strategy TS2020. This Framework External Affairs will provide an important point of guidance for development planning authorities to help November 2016 secure this growth. The partnership formed to create this refreshed Framework alongside the work to produce a mid-term review of the national tourism strategy led by the Scottish Tourism Alliance emphasises the importance of collaboration between the private and public sectors. We must all work together to make a positive contribution in the implementation of this Framework, turning fine words into real projects that will enhance the visitor experience. Equally important is the development of clear market demand evidence to support investment opportunities highlighted in the action plan section of the document. 1 2 3 Introduction 1.1 Tourism is a key component of Scotland’s PURPOSE OF THE FRAMEWORK economy as demonstrated in its status as one 1.5 This Framework has been prepared to of Scotland’s Growth Sectors. The country support the aim of increasing sustainable attracted over 14.5 million visitors in 2015, economic growth in the visitor economy which generated £5 billion in overnight visitor being promoted by the planning system at the spend. Further to this 127 million tourism day national level – Scottish Planning Policy and trips were taken in Scotland in 2014 with a total the National Planning Framework – and help spend of £5 billion. development planning authorities (including strategic development planning authorities, 1.2 The sector is a major economic enabler local planning authorities and national park contributing to the business base and authorities) to develop their own strategies to employment levels across a wide range of grow the visitor economy in their local areas. geographies and demographics. There are 14,000 tourism related businesses (8% of all 1.6 In addition to the main document Scottish businesses) supporting over 196,000 Appendix 1 – Action Plans, contains a list of jobs (9% of all Scottish employment) in infrastructure and development projects Scotland. supplied by a wide range of local and national stakeholders. These are projects which 1.3 A co-ordinated and concerted focus on will commence, continue or be completed investing in the areas of greatest opportunity during the 3 year life time of the Framework will continue to help drive growth to 2020. (November 2016 – October 2019) and focus on improving the overall visitor experience. 1.4 In response to this challenge, VisitScotland has published this – a refresh of the first 1.7 The Framework recognises the need for Tourism Development Framework for greater focus on current partnership working Scotland…role of the planning system in between public and private sectors with delivering the visitor economy (the Framework VisitScotland supporting through an enabling Refresh). The Framework Refresh supports the role. national tourism strategy promoted on behalf of the industry by The Scottish Tourism Alliance 1.8 This Framework is not itself a specific – Tourism Scotland 2020, and the “natural, commitment to expenditure by any local resilient place” theme of the spatial strategy in authority, Government agency or stakeholder. the third National Planning Framework. It will help inform the investment programmes of public agencies and infrastructure providers, as well as shaping planning policy for the Scottish planning system to realise development opportunities to 2020. 4 VISITOR ECONOMY audit process to take account of the contents 1.9 The visitor economy is the term given to of the Framework refresh to inform reviews of the interaction in economic terms between development plans. visitor spend and the services which contribute to and benefit from this in Scotland. 1.15 The delivery of development opportunities often requires multi-agency 1.10 It has at its core the tourism sector collaboration, intensive project management with its traditional areas of accommodation, support and the adoption of a pro-active activities, travel and attractions. approach to secure the necessary investment. 1.11 The Tourism Scotland 2020 strategy, has set a target of securing an annual visitor spend MAXIMISING THE VALUE FROM INVESTMENT of between £5.5bn and £6.5bn to 2020 for 1.16 In recognition of the diminishing overnight visitors – an increase of £1bn or more availability of funding from the public (at 2011 prices) over current performance. sector, the Framework has adopted an Support from the planning system is necessary enabling approach to maximise benefits for to help deliver this target. infrastructure investment. 1.12 Using the wide range of data, survey 1.17 Most of the investment to deliver results and industry insights, VisitScotland will upgrades to existing business or establishing provide forward demand projections for the new businesses in the visitor economy will main elements of the customer journey and come from the private sector and more often by overlaying current supply data will identify from smaller businesses in rural locations. potential product gaps. To help facilitate private sector investment, innovative funding propositions may be 1.13 Initially this “mapping and gapping” required. exercise will be carried out at a national, Scotland-wide level. Where robust local data is 1.18 The process to develop this document available it may be possible to provide regional confirmed that obtaining planning permission and local perspectives. remains a critical matter to securing investment. The actions recommended in this Framework Refresh seek to build confidence ACTION in securing planning permission, and releasing VisitScotland will develop a new mapping private sector finance. and gapping methodology to help provide economic and development planning 1.19 Development opportunities need to be authorities with future demand and product gap data to support opportunities for growth approached in a different and distinct way in the visitor economy. (Initially pilot projects for projects in rural and island locations. will test the robustness of this methodology). Dependency on a more limited seasonal market and need for greater business diversification are key issues for businesses serving the rural DELIVERING THE FRAMEWORK’S ACTIONS and island markets. THROUGH CO-ORDINATING RELATIONSHIPS 1.14 The responsibility for the performance of the visitor economy lies across a range of organisations in both private and public sectors. In line with SPP, local authorities are encouraged as part of their business land 5 1.20 At all times, understanding and 1.25 The visitor economy operates across a supporting the specific needs and range of geographies and boundaries. The requirements of the business is at the core overall experience of our tourists and visitors of realising the development opportunity is dependent on the quality of the overall irrespective of its location. It is critical customer journey. that market demand evidence underpins development opportunities, irrespective of 1.26 The refresh process for this Framework location. The approach outlined in SPP sets highlighted the need for the development out clearly the preferred approach to rural management process across Scotland to development. be more supportive to emerging tourism projects. In-line with the SPP, which includes a presumption in favour of development that INFLUENCING THE PLANNING SYSTEM contributes to sustainable development, 1.21 Four years on from its original decision making should fully recognise publication, the national tourism strategy the economic factors associated with such TS2020 has been the subject of a mid-term projects. review. Significantly, as part of a major prioritisation, “influencing investment” has been identified as a key driver of growth in COMPLIANCE WITH STATUTORY helping to meet the strategy’s ambitious REQUIREMENTS targets. 1.27 The Framework Refresh has been subject to a screening for Strategic Environmental 1.22 The Framework Refresh helps to inform Assessment (SEA). SEA is targeted at plans, statutory development plans about potential programmes and strategies with significant development opportunities. It promotes
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