Tourism 2020 Falkirk Area Tourism Strategy 2015 - 2020

1 Contents

Page 3 Page 17 Foreword 3. Delivering the Vision

Page 4 Page 20 1. Tourism in Falkirk 4. Diagrammatic The Current Position Summary (Tourism “Rocket”) Page 9 2. Tourism in 2020 Page 22 Vision, Targets and 5. Monitoring and Review Strategic Priorities

2 Foreword

Welcome to Tourism Falkirk 2020, our five year plan to grow and develop tourism across Falkirk district. In recent years the area has firmly made its mark on the international tourism map with the arrival of the and iconic Kelpies. We’ve also seen great investment by the private sector: in new hotels, venues and attractions. This plan aims to build on the success to date, and to make Falkirk “a destination of first choice for high quality, value for money and world-class attractions -offering memorable customer experience, delivered by skilled and passionate people.” The strategy sets out a framework how we’ll achieve this vision and gives some Councillor Adrian Mahoney tough but, I hope, achievable targets to make a real difference to the local Portfolio holder for Culture, economy. Leisure and Tourism Falkirk Council The plan has been developed by the Council and its partners in conjunction with local tourism businesses, national stakeholders and local communities. I’d like to thank everyone who has contributed to the shaping of the strategy. Now let’s all work together to achieve our ambitions... and make the Falkirk area an amazing place to visit.

3 1. Tourism in Falkirk The current position

Context In the past 20 years, the Falkirk area has seen dramatic developments which have transformed its landscape and economy. These include the Falkirk Wheel, Callendar House in Falkirk, Bo’ness & Kinneil Railway, the Hippodrome in Bo’ness and the Helix in Falkirk, all of which have had major impact on the social, cultural and economic future of the area and which continue to bring a wealth of opportunities to increase tourism. There has been a parallel effort, through My Future’s in Falkirk and other collaborative marketing with tourism partners, to raise the profile of Falkirk as an area for tourism and economic development opportunities. Much progress has been made in shifting the perception of Falkirk in a positive way, including the development of a Visit Falkirk logo and brand building activities. Falkirk is truly in the tourism business. In recent years, the Council, in consultation with strategic partners, has drawn up an annual Tourism Action Plan. Major pieces of work have been undertaken including two VisitScotland Growth Fund campaigns and the promotion of the Falkirk area at VisitScotland Expo. Visit Falkirk is now a strong and recognisable brand for activities. The scale of investment in tourism to date, most recently the opening of Helix Park and , has created much further potential and opportunities which can best be addressed by longer-term planning. The Tourism Strategy aims to set out what Falkirk wants to achieve over the next 5 years and establishes the priorities to deliver the vision.

4 • Culture and Sports Strategy 2014 -2024 about problems, priorities and solutions Existing Strategies (Falkirk Community Trust) and collaborates with government Tourism is already guided by a wide and agencies on industry’s behalf – to • Kinneil Estate Masterplan (Falkirk range of existing strategies and policies improve political and public commitment Community Trust) which support economic development and to tourism. tourism in the Falkirk area. • Antonine Wall Management Plan 2014 • Scottish Enterprise – identifies and -19 (Historic Scotland) The national and local strategies relevant exploits opportunities for Scotland’s to tourism include the following. • LEADER European Funding economic growth by supporting Scottish Programme 2014 – 2020 (under companies to compete, helping to build development) globally competitive sectors, attracting National Strategies new investment and creating a world • Falkirk Delivers Business Plan • Tourism Scotland 2020 (Scottish class business environment. Tourism Tourism Alliance) is a key sector for Scottish Enterprise activities. This suggests that tourism players Strategic Partners should be aligning with the Tourism The delivery of the Tourism Strategy will • Scottish Railway Preservation Society Scotland 2020 strategy to ensure “each rely on the Council working closely with – dedicated to the advancement of and every one of us within the industry key strategic partners such as those listed Scottish railway heritage and operators rallies round the strategy, embracing below. of the Bo’ness & Kinneil Railway. the common agenda it sets out, giving it • Historic Scotland – directly responsible our full support and taking the initiative • Falkirk Community Trust – a not-for- to Scottish Ministers for safeguarding in our own areas”. profit organisation responsible for the management and operation of leisure, the nation’s historic environment • National Tourism Development culture, sport and tourism attractions including the Antonine Wall and Framework (VisitScotland) throughout the Falkirk area. promoting its understanding and enjoyment. • Falkirk Delivers – provider of town Falkirk Area Policies centre management services in Falkirk, • Scottish Natural Heritage – responsible Bo’ness, Stenhousemuir, Denny and for the care and improvement of and Strategies . Includes a Business the natural heritage, helps people enjoy it responsibly, enables greater • Strategic Community Plan 2010 – Improvement District for Falkirk Town understanding and awareness of it, 2015 (Falkirk Community Planning Centre. promotes its sustainable use, now and Partnership) • Business Gateway Falkirk – provider for future generations and the lead • Single Outcome Agreement (Falkirk of business support and financial partner for the John Muir Way. Community Planning Partnership) assistance to start up and existing businesses throughout the Falkirk area, • Forth Valley College - Scotland’s first • My Future’s in Falkirk, The Way based within Falkirk Council. regional College, delivering more than Forward (Falkirk Council) 750 courses from its campuses in • Scottish Canals - working to deliver Alloa, Falkirk and Stirling. The college • Tourism Action Plan 2014 (Falkirk the Scottish Government’s strategic currently has over 1600 students Council) objectives for public benefit - for studying business and tourism related • Tourist Signs Policy (Falkirk Council) everyone who lives, works or plays subjects, making it an important along the Scottish canals. contributor of tourism skills to local • Development Plans (Falkirk Council) • VisitScotland - the national tourism tourism businesses. • Towards 2020, Falkirk Council’s agency for Scotland working with Falkirk Council and many strategic European Strategy key partners throughout Scotland to partners have already undertaken integrate the key priorities of marketing, • Local Transport Strategy (Falkirk significant joint working under the ‘Visit quality assurance and providing Council) Falkirk’ banner for promotional activities information and inspiration to visitors and projects. • Litter Strategy (Falkirk Council) within local tourism and economic strategies in alignment with Tourism There is a need to develop and harness • Sustainable Falkirk Strategy and Action 2020. plans which facilitate the continuing Plan (Falkirk Council) growth and development of tourism and • Scottish Tourism Alliance - brings • Open Space Strategy and Parks maximise its impact. The Falkirk Area public and private players together, Development Plan (under development, Tourism Strategy should articulate a to encourage the voicing of opinion Falkirk Council) vision for tourism for the period to 2020.

5 It should also create the basis for more are now moving towards a new system Some further insight from other visitor partnership and collaborative working to which aims to improve the reliability of studies is noted below. maximise visitor numbers and spend and local tourism statistics. This system will • Peer-to-peer reviews have become to maximise future business investment in report on the volume and value of tourism increasingly important in recent years, tourism. from 2013 onwards. 2014 will be used as to the extent that half of travellers will the base year for measuring the progress not book a stay before consulting an of the Tourism Strategy in the years up to online review site. A study claimed that Recent Tourism 2020. up to 87% of the 2,000 hotel review Performance Tourism has an impact across the wider readers questioned said the reviews economy. While much visitor expenditure had a ‘significant influence on their The key measures of tourism is in sectors such as accommodation, purchase decisions’. performance are the number of visitors food and drink and travel, these to an area and the expenditure of visitors • 95% of visitors to the Helix thought businesses are supplied by many other in an area. The best available current the park was either ‘amazing’ or ‘quite trades throughout the area and beyond. estimates are as follows. good’. The national tourism strategy stresses Volume and Value of Tourism in the that tourism is everyone’s business. • 50% of visitors to Bo’ness & Kinneil Falkirk area Railway heard about it by word of mouth and 37% through social media/ Visitor Numbers Tourism Research internet. 98% said it was good value for money. 650,000 and Information 640,000 Information from surveys of visitors • Only 8% of those with access needs use a wheelchair, so it is not always 630,000 has been gathered by various tourism operators and much of this has been about door widths, ramps and lifts. Far 620,000 considered in writing this strategy. There more people are partially sighted than blind. Far more people have a hearing 610,000 is a need to plan further research which impairment than are deaf. Tourism 600,000 will support the increased aspirations for 2009 2010 2011 2012 tourism in the area. businesses with improved accessibility appeal to a wider range of visitors. Visitor research conducted by Falkirk Visitor Expenditure Council at the Falkirk Wheel in 2012 gives There is a need to build and sustain an indication of this visitor market and research and information to improve 82 understanding of tourism’s importance to 81 some of the findings are detailed below. 80 79 the Falkirk area. 78 • 57% of visitors were from Scotland and 77 76 lived outside the Falkirk area, 26% were 75 74 from England and 17% were foreign 73 visitors. 72 71

Millions 70 • 40% were aged 45-64, 36% were aged 2009 2010 2011 2012 25-44, 5% were 16-24 and 16% were Source: Scottish Tourism Economic over 65. Activity Monitor (STEAM) • 60% of the visitors were staying in hotels, 30% were staying with friends There is already evidence of tourism in and family and 10% were in self- Falkirk taking a significant leap in 2014. catering accommodation. With over half a million visits to Helix Park, the ‘Kelpie effect’ has helped other • 45% were day trip visitors, 11% were sites such as the Falkirk Wheel and the away from home 1-3 nights, 31% were VisitScotland Information Centre at the away from home 4-7 nights and 13% Falkirk Wheel show a significant rise in were staying away for more than 7 numbers. nights. The difficulty of estimating the volume and value of tourism at a local level is widely acknowledged. Falkirk Council, along with VisitScotland and other local authorities,

6 SWOT Analysis At a Tourism Strategy consultation meeting in November 2014, the tourism trade representatives identified the Falkirk area’s tourism Strengths, Weaknesses, Opportunities and Threats. This SWOT analysis notes peoples’ perceptions and some issues have already been addressed.

Strengths Opportunities • Major and fresh attractions and events • Investment in facilities which tie in with • Raising awareness of greenspace Helix and other attractions – e.g. hotels, • Heritage, including World Heritage Sites • Redefining Falkirk position as Scotland’s self-catering including caravan and Contemporary Landscape • Family activities camping sites, food and beverage service • Improved public transport and • Recent growth in outdoor activities • Relatively untapped aspects of heritage enhancement of the core path network. and facilities (e.g. Roman, industrial) • Digital connectivity and wi-fi at attractions • Countryside, landscape and • Arts and other locations outdoor activities • Outdoor activities • Improved visitor information, including • Events • First choice family destination for digital displays, at key visitor sites and • Traditional High Street / days out town centres historic town centres • Destination for groups and leisure breaks • Improved customer service – e.g. • Strong retail offer at Central Retail Park Games model, including • Business buy-in to tourism group volunteer ambassadors • Stock of affordable accommodation • Online marketing including tourism • Better research to inform tourism website and social media • Key attractions have collaborated on activities major marketing projects using Visit • Improving the built environment Falkirk brand • Potential to work with adjacent local (e.g. Townscape Heritage Initiative) authorities e.g. West Lothian and Stirling • Business engagement and • Introduction of a local food and support services • Build on William Wallace connection drink network • Developer interest in self-catering • Raising awareness of local food and (though yet to fully materialise) drink producers • Central location / rail access from Glasgow and Weaknesses Threats In summary... • Negative perceptions of industrial area • Tourism is vulnerable to the Falkirk area has many • Lack of awareness in key markets economic shocks strengths and opportunities and a changing tourism • Inconsistencies in quality of service • Fragmented industry may fail to seize collective opportunities landscape as the economy • Connections between visitor locations, diversifies from its previous • Reduced resources (public sector) including town centres and railway concentration of heavy stations • The pace of private sector development industry and as the area • Lack of tourism trade association or may not keep up with the area’s becomes a greener more aspirations destination marketing / management attractive place to visit. With organisation • Other areas may shout louder the changing perceptions • No recent hotel development • Leakage of retail spend to other centres of the Falkirk area, comes • No bespoke tourism website for Falkirk and online the opportunity to increase awareness of its tourism • Lack of major investment in town offering. centre shopping • Lack of clarity on target markets • Lack of comprehensive tourism trade group

7 8 2. Tourism In 2020 Vision, targets and strategic priorities

Vision Targets Strategic Priorities To make Falkirk a destination of first The vision and the targets will be choice for high quality, value for money To increase visitor expenditure delivered through the three strategic and world-class attractions offering in the Falkirk area by 20% over priorities identified below. memorable customer experience, the next five years to 2020. • Targeting key markets delivered by skilled and passionate people. To increase overnight visitor • Providing enjoyable and marketable experiences The vision, targets and strategic priorities accommodation (serviced have been developed through extensive • Improving the customer journey consultation with many key stakeholders bedrooms and self-catering and tourism businesses. Consultation has units) in the Falkirk area by 20% included the following. over the next five years to 2020. • Issuing a survey to local tourism businesses. To develop a Falkirk Tourism • A consultation workshop bringing Partnership to take ownership together existing tourism partners, of, to review and to implement including VisitScotland, Falkirk the strategy. Delivers, Falkirk Community Trust, Scottish Canals, Scottish Railway Preservation Society and Falkirk Council representatives from Economic Development, Planning, Communications, Governance and other services. • A further meeting with local tourism businesses and national agencies including Scottish Tourism Alliance, VisitScotland, accommodation providers, attractions operators, restaurants, transport representatives and community councils.

9 Targeting Key Markets

As existing tourism operations cover a A Great Family Day Out Older People Days Out wide spectrum – e.g. accommodation, food and beverage, visitor attractions, This audience is considered by many • Some older people have time and events, conferences, retail and transport operators to be a key opportunity. resources to make more frequent day – it follows that key markets vary between Families are drawn to attractions such as trips and, like families, can generate sectors. Markets also vary within sectors, Helix Park and the Kelpies, the Falkirk return visits on a regular basis. Wheel, Kinneil Estate and Bo’ness & for example a large hotel and a self • Some older people tend to have a Kinneil Railway. The Falkirk area has catering operation are likely to target significant disposable income. different sets of customers. The strategy events and amenities such as Callendar must address the range of key markets Park, Muiravonside Country Park, • Existing attractions have experienced relating to all the local tourism industry. commercial children’s play centres, a significant numbers from this market dry ski slope, indoor karting, swimming, segment. The use of the Visit Falkirk brand and cycling, riding and museums which attract its further development are seen as key different segments of the family audience • The population is ageing therefore this in future marketing activities. There is a from outside the area as well as catering segment will grow. need to develop and promote clear brand for the local population. All these are • Increasing numbers of grandparents values and create differentiation from particularly valuable in their potential to are key carers for pre-school children. other areas. attract repeat visitors. One of the responses to this market Despite the range of provision, recent The area’s powerful set of assets sits segment should be ensuring a high level consultation has shown that most local within easy reach of most of Scotland’s of accessibility for older people. operators concentrate on one or more of central belt population so there is a the following broad markets. ready market on the doorstep. The family audience comprises people staying in or Leisure Breaks for • Family days out travelling through the central belt area Couples and Families • Older people days out and seeking activities for children and • Overnight stays generate greater adults. • Leisure breaks for couples and families financial return than day visits. In short, Falkirk is a great family day out • Activity seekers • The range of products on offer now and, with the Kelpies and the Falkirk makes a Falkirk overnight visit more • Group travel Wheel in particular drawing families from viable. a considerable distance, there is an • Business tourism opportunity to build this audience further. • The central location of the Falkirk The purpose of targeting markets for The Falkirk area should be a pre-eminent area makes it an ideal base for touring the area as a whole is to show where destination for families. Scotland. collaborative arrangements and pan-area Key actions for growing the family days • The area has hotel capacity, especially organisations such as the Council and out market include the following. at weekends, to accommodate hotel VisitScotland can best direct their effort breaks. for local impact. • Promoting the scale and breadth of family attractions and events to local • The area has internationally recognised Each of the identified markets is and nearby audiences to encourage ‘Must See’ attractions - the Kelpies and considered below. visits and frequent repeat visits. the Falkirk Wheel. • Promoting the ‘power attractions’ and Visitor accommodation is the backbone other specialised amenities to families of the tourism industry and the throughout central Scotland. accommodation operators are essential marketers for the area. The partnership • Building the area’s reputation for elements of the strategy should assist attracting regular repeat visits. accommodation operators to market The promotional effort should go hand- packages of accommodation, activities in-hand with continuing to refresh the and travel which are attractive to the product and developing new family market. experiences in the area.

10 Activity Seekers Group Travel Business Tourism • Development of amenities and facilities, • A proven sector for key attractions such • Falkirk is an important business base including cycling, means that the Falkirk as the Falkirk Wheel and Callendar with many operations which have area can now accommodate those House. extensive international connections looking for a more active break. e.g. Ineos, Forth Ports and Alexander • This sector should be a target for the Dennis. • Falkirk Council’s award-winning paths Helix, the Antonine Wall and other network attracts walkers and cyclists. attractions such as Boness & Kinneil • Local accommodation providers Railway, which already has a group rely heavily on the number of • Activity seekers are a growing market travel base. business visitors to the area, i.e. non- which includes people of most ages discretionary business travel. and families. • Group travel can be local and international, and the strategy has to • There are significant facilities for • The area’s central location means reach both ends of the spectrum. discretionary business travel, i.e. that Falkirk can be a base for activity conferences/meetings and events. seekers looking for activities within the • It is beneficial to work with neighbouring Falkirk area and the rest of Scotland. local authorities to develop cross • There is an opportunity to capture more boundary packages for group of the discretionary spend available, • The area now has the John Muir operators. particularly as the area has become Way which has the potential to pull in known at an international level owing overseas visitors, with American and • Exhibiting at VisitScotland Expo to attractions such as the Falkirk Wheel German visitors showing particularly provides one important channel to and the Kelpies. strong interest. target the group travel sector. • Business tourism can lead to Geographically, this market is both local in There should be co-operation between subsequent leisure visits. central Scotland, where people appreciate the main sites receiving groups of visitors the short travel time to facilities, and much to help reach this market more effectively The landmark attractions can be used to more widely spread as people can be and to help tour operators to package help engage conference organisers at attracted to the area as part of a larger several Falkirk elements in an itinerary. an international level. It is also important trip – e.g. walking the John Muir Way. The that more local conference organisers marketing approach should reach both (including Services within Falkirk Council) audiences. have full area information readily available.

11 Providing Enjoyable and Marketable Experiences

In recent years, businesses and • The staging of events on existing event Helix and Bo’ness town centre are among organisations have shown great creativity space, and the improvement of events the most notable in scale to date but there in developing new experiences which infrastructure, including facilities for are many other examples including the attract visitors to the Falkirk area. New conferences and meetings. Faw Kirk graveyard, nature reserves and assets such as the Falkirk Wheel and paths networks. • Hotel and self-catering including the Kelpies have been created and older caravan and camping accommodation. At present, work is progressing on the features like the canal network and the Falkirk THI initiative and Denny town Hippodrome have been restored and are • Food and beverage provision. centre. These are vital for maximising now important tourism generators. • Encouraging people to extend their the value of intrinsic assets and giving The Falkirk tourism experience is based customer journey to neighbouring sites. the visitor a quality experience as they not only on a growing portfolio of visitor travel in the area. Improved town centres attractions, events and activities but The existing visitor numbers at key will be better placed to attract retail equally importantly on accommodation, sites should provide a ready clientele investment and support the wide range food and other services which, along for many prospective developers. New of independent retailers which are a with the quality of the environment developments themselves should extend distinctive feature of the area and which (place), form an integral part of the the appeal of the sites and bring more can draw significant visitors. visitor experience. The business tourism visitors to the core attraction. Further environmental initiatives will be experience also relies on most of these There are other sites at which the pursued at sites including the following. features. principle of nodal development can be • Portdownie (a canal-side regeneration It is a priority of the Tourism Strategy followed, where additional visitor facilities site close to the Falkirk Wheel) to continue to improve and expand the can make a location more marketable and viable. The following are examples of Falkirk tourism experience throughout • Rosebank (a disused distillery building sites with such opportunities. the area. The main opportunities to do so beside the Forth & Clyde Canal in include the following. • Callendar House and Park Falkirk) • Kinneil House and Estate • Nature reserves and core paths Development at network • Falkirk and Bo’ness town centres Major Attractions Such work will help continue the A nodal development policy was pursued transformation of disused industrial areas The most visited sites in the Falkirk area for the restored canals under the Canal are the Falkirk Wheel and Helix Park. to viable uses which contribute to the Corridor Development Framework. quality of the visitor experience. Especially in the latter case there is the A similar nodal approach would be need to complete Helix facilities with appropriate for the other linear features in The Council will also develop an Invest in the visitor centre and address parking the area – the Antonine Wall and the John Falkirk message to pro-actively promote pressures. Furthermore, as both the Muir Way. the area for additional investment by new Falkirk Wheel and the Helix already and existing accommodation providers to have large visitor numbers on site, they Consideration could be given to extending enhance the capacity, choice and quality should be attractive locations for the the range and quality of services at visitor of serviced and unserviced (self-catering) development of further visitor facilities and nodes through commercial partnerships accommodation. services by both the private and public and outsourcing. sectors. Cultural and There is development land within, or Place-making and adjacent to, both sites. This makes it Enhancing the Heritage Tourism possible to pursue the development of the Much of the Falkirk area’s tourism product following types of facilities. Environment is based on culture and heritage. Lacking • Visitor attractions and experiences The quality of the environment and a the dramatic scenery and large rural which are complementary to, and sense of place are key to the enjoyment spaces found in the north and south of compatible with, the existing main of any visit. People generally make a Scotland, the Falkirk area has had to attractions. trip to somewhere they feel is distinctive create its tourism based on its people and in some way. They certainly notice the their works past and present. Fortunately surroundings when they get there. the area has seen more than sufficient human activity and drama to leave a rich The Falkirk area has seen a lot of place- heritage and to make a compelling story. making and regeneration in recent years. Re-telling these stories and re-living The Falkirk Wheel and canal corridor, the the experiences is the basis of much of

12 Falkirk’s tourism product at sites such Activity Tourism as the Antonine Wall, Callendar House, Bo’ness & Kinneil Railway, Blackness • Developing tourism-related businesses Castle, Kinneil Estate, the Forth & Clyde along the route of the John Muir Way Canal and the . and at key locations adjacent to the Antonine Wall and Canals. In recent years, Falkirk has added greatly to its tourism product through • Completing facilities and infrastructure contemporary art and culture, including including cycle trails and related the innovative engineering of the Falkirk developments within Callendar Estate. Wheel, the landmark art of the Kelpies • Extending the season through the and the Park Gallery at Callendar House. provision of activities on a ‘turn up and Culture and heritage will continue to be play’ basis. the bedrock of the Falkirk tourism product. • Encouraging more activity operators Key opportunities include the following. through Business Gateway and other support agencies. • The Antonine Wall – the Antonine Wall Management Plan, which has been developed as a result Accessible Tourism of UNESCO World Heritage Site • The UK market is ageing and it is Events and Festivals designation, should create a range of estimated that by 2025 more than a new visitor experiences and improve third of the UK’s population will be over • Facilities within the Falkirk area exist the marketability this historic feature. 55. There is a correlation between for major events and festivals such as The transnational World Heritage Site ageing and disability in its widest Falkirk Rocks at the Falkirk Stadium. offers opportunities for national and sense. The number and range of events, international partnerships. particularly those targeting high • The Falkirk area should become known value audiences, can be increased to • Callendar House and Park – previous for its level of accessibility, for people of maximise the Falkirk area’s potential. studies have identified a variety of all ages and abilities, at its attractions opportunities, including strengthening and accommodation. • Events which generate a significant of the visitor product within the house number of participants or attendees • Signage of accessibility facilities and re-using redundant buildings in the staying overnight are particularly such as car parking is important for park. valuable. attractions, hotels and other sites. • Kinneil House and Estate – recent • The success of events such as the • Alternative media and new technology studies have identified ways in which summer comedy festival Funny can be used to communicate with the house and estate can be brought in Falkirk and the autumn Roman people with differing needs. into greater use by residents and Week may be a model for a winter / visitors. spring traditional music festival. This Sustainable Tourism opportunity could be explored with a • Two Townscape Heritage Initiatives and range of partners including Falkirk and local conservation areas. • Environmental sustainability is District Arts and Civic Council and local important within the decision making communities. These and many other opportunities are process for an increasing number of likely to come up against very constrained visitors. • Collaboration between events public sector budgets. Progress is likely to organisers to create a combined be speedier if private developers / capital • Sustainability is an essential element in events calendar would help not only can be attracted to elements within future Falkirk Council policies. the promotion of these events but cultural and heritage tourism development • Falkirk should aim to have a majority the planning of other events in order projects. of tourism businesses and operators to avoid major events clashing and meeting the Green Tourism Initiative to ensure a good spread of events award criteria or having other throughout the year. environmental credentials which help The condition and cleanliness of the the area to promote itself as sustainable built and natural environment are factors destination. underlying all types of visitor experiences.

13 Improving the Customer Journey

It is important that every aspect of the On-arrival Information, • Improving the public transport links visitor’s experience is as smooth and between visitor attractions, hotels, town enjoyable as possible. This includes Orientation and Signage centres and stations, including the providing the inspiration for the visit in • Providing information at key sites provision of a regular hop-on visitor tour the first place through all the stages of including: bus. customer decision making, travel, the visit • Improving accessibility to the core itself and the level of satisfaction and how • VisitScotland Information Centre in path network by enhancing links to this is communicated back to the trade Falkirk public transport hubs and key visitor and other potential customers. • VisitScotland information points, attractions. Opportunities to improve the customer including Bo’ness Station • Developing joint ticketing offers for journey are identified below. • An upgraded information service at transport and visitor attractions. libraries and potentially at other key Pre-arrival Information locations • Ensuring ease of parking, including coach parking in town centres and at • Refining the first point of engagement • Local tourism businesses and operators other key sites. with the customer and developing the and public transport hubs pro-active use of the web and social • Use of Visit Falkirk branded leaflet media. Outstanding stands. • Launching and managing a high quality Customer Service • Ensuring area orientation information Visit Falkirk website which portrays the at key points of entry and key visitor Customer service is a way in which contemporary and innovative elements locations. the Falkirk area can differentiate itself of the Falkirk experience as well as the and generate a virtuous circle of good area’s historic features. • Further developing of downloadable service, customer recommendations itineraries and self guided tours. and additional visitors. A very significant • Maximising the Falkirk area’s commitment will be required to achieve representation on VisitScotland • Implementing and maintaining an outstanding customer service but it could website. enhanced scheme for brown tourist produce benefits on a corresponding signs to and between key tourism sites • Maximising the Falkirk area’s scale. This would not happen overnight, and facilities. representation at VisitScotland but it is considered viable for the Falkirk Information Centres and Information • Ensuring finger posts and other area as a whole to aim to deliver an Points outside the Falkirk area. pedestrian signage encourage visitors outstanding level of customer service to make the most of their visit. by 2020. This would differentiate Falkirk • Encouraging cross-marketing by from other areas and ensure that the local operators, transport companies • Improving broadband coverage world-class attractions are matched by and businesses so that they give throughout the Falkirk area. an equivalent level of service which will information on the wider Falkirk area • Encouraging wi-fi zones/provision enhance the customer experience and the as a matter of course and provide a to ensure increased connectivity area’s reputation. Visit Falkirk link in their promotional at attractions, town centres and channels. There should be a partnership approach accommodation providers. to the long-term development of • Communicating with potential visitors outstanding customer service. The tools through print, email, advertising, other which can be used to support this aim marketing and PR. Road and Rail include the following. • Using sample itineraries to inspire and Infrastructure, • ‘World Host’ type accreditation for motivate visitors. Public Transport and customer service and local knowledge Sustainable Travel – e.g. Visit Falkirk accreditation as a badge of honour for businesses and • Working with road and rail authorities tourism operators. to ensure the capacity and quality of infrastructure encourages additional • Local ambassadors from business and visitors. the community – demonstrating that Tourism is Everyone’s Business. • Promoting and enhancing public transport as a sustainable way to get to and around the area.

14 • Reaching the workforce of the future in schools and colleges and emphasising the importance of hospitality and good service. • Business Gateway and other business support initiatives for promoting good business practices, including customer service, to new and existing businesses. • In a recent study by the Federation of Small Businesses, 46% of tourism businesses look to Business Gateway / councils as the first port for advice and support, which confirms that Falkirk Council is in an influential position. • The Council’s Employment & Training Unit supports training and up-skilling the area’s workforce. • Familiarisation trips for the tourism trade and others, including local ambassadors, to ensure that a wide range of people who come in contact with visitors have good product knowledge. A Visit Falkirk website, with comprehensive and up-to-date information and partner participation, will contribute to very many aspects of the customer journey. An important part of improving the customer journey will be capturing visitor feedback, checking that the Falkirk proposition is delivering its promise and feeding this information into the further development of marketing and visitor experiences. This should be done on a continuous cycle.

15 16 3. Delivering the Vision

The vision, as stated above, is to make The future of tourism is about Falkirk a destination of first choice for high Partnership ‘superservice’, meaning that the services quality, value for money and world-class Working on offer need to save people time, attractions offering memorable customer money and energy. Taking the hard work experience, delivered by skilled and Elevating the opportunities for partnership away from visitors will help ensure they passionate people. working will be fundamental to the choose to visit Falkirk and help maximise success of the Tourism Strategy. There their dwell time here. Business owners, The vision and the targets will be has been good joint working between communities and volunteers in the area achieved through three main activities. some visitor attractions to date but need to be convinced of this and will • Forming a Falkirk Tourism Partnership there is now an opportunity to create be encouraged to participate in training which will engage with a wide spectrum an effective tourism community which which delivers ‘superservice’. Bringing of the tourism trade and which will drive connects local businesses and aids local organisations together to build and strengthen the development of working together for the benefit of all. The confidence and knowledge can go a long the Falkirk tourism experience through success of the Tourism Strategy depends way to delivering exceptional experiences collaborative working. greatly on the support and leadership every time. of a wide range of partners including • Promoting the Falkirk area to existing private sector tourism operators, public A Falkirk Tourism Partnership will have visitors and new target markets. sector agencies, transport and retail the opportunity to build on existing local operators, the voluntary sector and local and national networks, agree shared • Promoting investment in tourism in communities. Creating more joined up aspirations and ensure that energy the Falkirk area from both indigenous working in the area as a group will be far is harnessed and aligned towards businesses and inward investors. more effective than stand-alone projects. developing the customer experience. The partnership could work towards Joint promotional activity and attendance an overall Destination Marketing or at events as “one body” will contribute Destination Management approach. This to the increased awareness of Falkirk as could include planning, implementation, a whole. Increasing the participation of regular reviews and assessment of the local businesses in VisitScotland Expo Tourism Strategy and activities relating and delivering collaborative marketing to the unique natural environments, the campaigns will help to ensure Falkirk cultural attributes and the community of is perceived as having joined up offers interest at the heart of the Falkirk tourism which enhance the visitor journey. destination. Increased exposure in the travel media, funded jointly, will have a greater impact The Tourism Strategy will deliver a than single organisations alone. Shared Tourism Partnership model which works market intelligence will allow for better for the Falkirk area. The strategy does not monitoring and evaluation, creating prescribe the model. That will be a matter a sense of community through better for the trade to work out with support from linkages within the sector. This will allow the Council. However many businesses for the exploration of opportunities to raise are already engaged in Visit Falkirk funding for the future. activities and more have come forward in the strategy consultation process. The benefits of ‘Team Falkirk for Tourism” Together with the Visit Falkirk marketing are widespread. The visitor can access group of key attractions (whose activities joined up information and services, the include exhibiting at VisitScotland Expo area will have a more effective focus on and running a six figure Growth Fund key markets and customers and individual campaign) there is a good platform for businesses will have an increased developing a wider partnership. demand for local produce. Working together with a shared vision to create and develop what visitors want is a key step for further growth and investment in tourism.

17 Promoting the Visit Falkirk Message

Resources Channels There will be strong pressure on public Key Objectives sector budgets, including Falkirk Council and Scottish Canals, and there will be Development of Visit Falkirk tourism and social media portal. a need to attract resources from wider sources such as LEADER and from the Activity Measurements private sector. www.visitfalkirk.com will be the call to action Google Analytics on all future promotional tourism activity in Number of hits to visitfalkirk.com It is a clear aim of the Tourism Strategy relation to the facilities and key attractions. Number of likes to Visit Falkirk Facebook to act as a facilitator to engage the The website will be the one stop shop for page and level of engagement private sector attractions, accommodation information on all tourism products and providers, cafes, restaurants and many events. Number of followers on Twitter other types of tourism businesses Managing the Visit Falkirk Facebook page, Open and click through rates on ezines within the area and to assist them with developing a Twitter feed, continuing the establishment of a local Tourism monthly eshots to the trade and developing Partnership. Once this is established, an an eshot for consumers. effective local partnership will help raise and allocate resources to focus attention Key Objectives on areas which generate the greatest Ongoing development and distribution of visitor information, orientation economic return. It is fully appreciated and signage throughout and about the Falkirk area. that each funder must receive an appropriate return on investment. Activity Measurements There has been a substantial demand Number of leaflets distributed (almost 100% increases in 2014) for the Visit % increase in local coverage Falkirk area leaflet. % increase in national coverage Develop and implement a framework for the continued distribution (locally and nationally) Number of Visit Falkirk information and and production of other area literature. orientation points throughout the area Reinforce the Visit Falkirk message through Installation of updated and upgraded brown signage and information and orientation tourism signs points. Key Objectives Marketing and PR campaign development to continue to raise awareness and improve perception of the Falkirk product offer. Activity Measurements Maximise on the marketing activity taken Opportunities to be seen place to date to continue to promote the Voucher redemption Falkirk area as a perfect day out and build on this to promote the area for short breaks. Google Analytics Focussing on key target markets- Trade exhibition attendance and level of enquiries Family Days out The number of positive reviews about the 50 plus Days Out Falkirk area Leisure Breaks Promotional campaign outputs (visitors and Activity Seekers spend) Group Travel Business Tourism Optimise all marketing & PR opportunities for the area and work with key partners including VisitScotland.

18 Key Objectives Conducting ongoing Market Research with existing visitors to the Falkirk area. Activity Measurements Establish benchmark research to provide a Perception research to be commissioned baseline for all marketing and PR campaign Improvement in information sharing between development. tourism operators Collate visitor research from key partners to provide an overall picture of the visitor experience.

Promoting Investment in Tourism The Falkirk area is benefitting greatly from the next 5 years in order to increase the significant investment in recent years, capacity and quality of the Falkirk tourism particularly Helix Park and the Kelpies product. which opened in 2014. Along with the Tourism will form part of a wider Invest in Falkirk Wheel, other attractions and hotel Falkirk message which will be promoted development, the tourism sector has been to indigenous businesses and inward much strengthened. However, it will be investors and will be supported by a important to ensure that recent public range of mechanisms such as Falkirk’s sector investment is complemented by a Tax Incremental Finance (TIF) initiative higher level of private sector investment in and the European LEADER initiative.

Key Objectives Inward Investment activities Activity Measurements Promotion of the Falkirk area to attract Production of Invest In Falkirk Promotional investment in to the area across all Materials tourism facilities, particularly additional Number of companies targeted accommodation provision, self catering including caravan and camping sites and Trade events attended food and beverage operators Increase in accommodation capacity Ensuring an appropriate range of sites and support available for future development. Key Objectives Business Engagement and Support Activity Measurements Promotion of Business Gateway Falkirk Number of tourism businesses who are services to Falkirk tourism businesses to clients of Business Gateway Falkirk encourage increased take-up of services. The Falkirk Council Business Gateway service has significant tourism expertise to help businesses. There is an opportunity to tailor training and support for tourism businesses according to demand. Realising tourism opportunities through social enterprises and community involvement.

19 4. Diagrammatic Summary

This diagrammatic summary has been prepared to illustrate the approach to and the content of the Falkirk Tourism Strategy. It follows the Tourism “Rocket” diagram developed in the national strategy, Tourism Scotland 2020, which has been adapted to the Falkirk area.

20 4. Diagrammatic Summary

By 2020 Falkirk will be a destination of first choice for

high quality, value for money and world-cl ass at t r act i ons of fer i ng VISION memorable customer experience, delivered by skilled and passionate people

• To increase visitor expenditure in the Falkirk area by 20% over the next 5 years to 2020. • To increase overnight visitor accommodation in the Falkirk area by 20% over the next 5 years to 2020. KPIs • To develop a Falkirk Tourism Partnership to take ownership of, to review and to implement the strategy GROWTH M ARKETS Family days out Older people days out Leisure breaks for couples & families Act ivit y seekers Group t ravel Business tourism

HOM E TURF N EAR N EI GHBOURS EM ERGI NG M ARKETS DI STAN T COUSI N S M A RKETS Eng, Scot, NI, Wales Scand, DE, FR, ES, IRE, NL, IT BRI C Co u n t r i es * USA, Aust , Canada

CURRENT I NHI BI TORS & THREATS Lack of Limited Reduced Variable Limited industry range of public Lack of Outdated Low quality / transport area perceptions awareness body accomm sector service joining website offer funding standards attractions

STRATEGIC CONTEXT & OPPORTUNITIES Opportunities Policy context Evidence base Investments Focus years • Tour. Strategy 2020 •Volume and Value • Helix Park/ Kelpies • Development at Fk • 2015 Food & Drink Wheel & Helix • Nat . Tour. Dev reports Visitor Centre. • 2016 Innovation, • • Further use of Kinneil Framework VisitScotland • Forth Valley College Architect ure & Design FOUNDATIONS Estate & Callendar Hse •Single Outcome Information Centres • Road infrastructure • 2017 History, • THIs Agreement •Visit or sur veys improvements Heritage & • Digital connectivity •Strategic Community • Fk Townscape Archaeology • Public transport Pl an • Signage • 2018 Young People •Suite of Falkirk area • Heritage Initiative strategies and plan • TIF Invest. Incentive PROVI DI N G ENJOYABLE AN D M ARKETABLE EXPERI EN CES Culture & Nature & act ivit ies Business tourism Event s & fest ivals Destination heritage • Helix Park • Develop • Hippodrome, Helix development • Kelpies & Falkirk Wh • Strategic Parks hotels/facilities by Falkirk Stadium and • Nodal development • Antonine Wall WHS • John Muir Way attractions Falkirk Wheel • Change perceptions • Bo’ness & Ki n nei l • Walking and cycling • Bid document, • Infrastructure • Build on Kelpies profile Railway • Forth & Clyde Canal ambassadors etc improvements • Town centres • Family activities • Int ernational • FCT Events Strategy Falkirk Area Tourism Stra te g y • Hippodrome • Accessibility • Callendar House connections • Comedy Festival • Kinneil Est at e • Town Centre Events

IM PROVING THE CUSTOMER JOURNEYQUALITY – PUTTING THE CUSTOMER AT THE HEART Food & drink Transport Accommodation Digital Visitor • Connect producers • Road & rail access • Attract new hot el • Area web portal information and providers • Public transport developments • Social media presence • On-arrival print • Promote local • Connectivity • Encourage self • Connectivity/ wi-fi at • Signage STRA TEG I C A C TI O N FRA M EW O RK produce between attractions catering sites key attractions and • Itineraries • Map existing assets • Tour bus • Develop packages other locations. • Information points and gaps • Real-time • Accessibility information BUILDING OUR CAPABILITIES – TOURISM IS EVERYONE’S BUSI N ESS Collaboration Sustainability Marketing Jobs & skills •Falkirk Tourism Partnership •Scheme membership •VisitFalkirk brand •Service excellence scheme. •Neighbour local authorities •Collaboration •Inward investment •Business ambassador s. •Between attractions •Buy local •VisitScotland expo •Promote tourism as a career. •Familiarisation trips •Retain spend in Falkirk •Change perceptions •Business suppor t i nit iat ives. •Length of stay/ spend •VisitScotland Growth Fund •Employment & Training Unit CAPABILITY LEADERSHI P & COLLABORATI ON

Other Key Groups inc. Vol. sector Industry Leadership Group Cross Sect o r a l Collaborations

* Brazil, Russia, India and China

21 5. Monitoring and Review

The main purpose of the Tourism Strategy Contact is to identify the high level strategic priorities and delivery mechanisms for Enquiries about the Falkirk Area Tourism developing the tourism industry in the Strategy should be made to: Falkirk area over the next 5 years. The Falkirk Council, Development Services, priorities will be addressed in many Growth and Investment Unit, The Falkirk stages and by many organisations and Stadium, 4 Stadium Way, Falkirk FK2 9EE partnerships over this period. 01324 590960 It is proposed that progress reports on the Strategy be made on an annual basis [email protected] and that these reports should incorporate a statement of key actions for the year ahead. While the strategy will be monitored by Falkirk Council initially, there will be continuing engagement with the tourism trade to capture its needs and reflect these in the annual plan. As a more fully fledged tourism partnership body develops, it is suggested that this body should take ownership of the tourism strategy and be the monitoring body for reporting and review. With this in mind, it is proposed to conduct a mid-term review of the strategy in 2017 so that the partnership has the opportunity to revise the strategy to its needs at that point in time, prior to taking over ownership. It is expected that the Council would continue to play a significant role in tourism policy and development as a key partner in the partnership.

22 Thank you to the following organisations for their assistance and input to the development of this strategy

Visit Scotland Scottish Tourism Alliance Falkirk Delivers Falkirk Community Trust Scottish Railway Preservation Society Falkirk Football Club Scottish Canals Forth Valley College Federation of Small Businesses Historic Scotland Scottish Enterprise

Thank you also to the many businesses, Community Councils and individuals who contributed to the consultation process.

23 visitfalkirk.com

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