Scoping Overview 17 December 2018 2 Contents Contents ................................................................................................................................................................................................ 3 Executive Summary ............................................................................................................................................................................. 7 Key Insights ................................................................................................................................................................................. 7 Key Opportunities ..................................................................................................................................................................... 8 Next Steps ................................................................................................................................................................................ 10 What is the West Coast Marine Tourism Collaboration 2020? .......................................................................................... 12 What prompted this? ................................................................................................................................................................... 13 Why the west coast? .................................................................................................................................................................... 13 What is this expected to achieve? ............................................................................................................................................ 13 What is the significance of 2020 .............................................................................................................................................. 13 Does this have a strategic context? .......................................................................................................................................... 14 What do we mean by Marine Tourism? .................................................................................................................................. 14 Who has been involved? ............................................................................................................................................................ 14 What has come out this? ............................................................................................................................................................. 14 What actually happened during the scoping initiative? ...................................................................................................... 15 Who did this work? ...................................................................................................................................................................... 15 What were the timeframes? ...................................................................................................................................................... 16 How has it been funded? ............................................................................................................................................................ 16 How has it been governed? ....................................................................................................................................................... 16 Next steps ...................................................................................................................................................................................... 16 2 Asset Mapping and Hub Inventory ............................................................................................................................................ 16 Asset Mapping .............................................................................................................................................................................. 17 Hub by Hub Inventory ................................................................................................................................................................. 17 Inventory Findings ......................................................................................................................................................................... 18 Activities ..................................................................................................................................................................................... 20 Features and Attractions ........................................................................................................................................................ 21 Events & Festivals ..................................................................................................................................................................... 23 3 Mapping the Inventory ................................................................................................................................................................. 23 User guide ..................................................................................................................................................................................... 24 4 Business Engagement .................................................................................................................................................................... 26 Business Engagement Events .................................................................................................................................................. 26 Business Survey ......................................................................................................................................................................... 27 Hopes, Fears and Aspirations ................................................................................................................................................ 27 Top Marine Experiences in your Area Worth Promoting in 2020 ................................................................................. 28 Interest in being involved in new Water Based Trails and Products ............................................................................. 28 Closing thoughts ....................................................................................................................................................................... 29 3 4 West Coast Marine Tourism SWOT .......................................................................................................................................... 30 Key highlights from the SWOT analysis .............................................................................................................................. 32 5 The Opportunity – Scotland’s Year of Coasts and Water 2020 ........................................................................................ 33 New Focus Year Delivery Model .......................................................................................................................................... 33 Aim of Year of Coasts and Water 2020 ........................................................................................................................... 33 Scope of the Year ................................................................................................................................................................... 33 Five Principles ........................................................................................................................................................................... 34 6 CAPITEN – Atlantic Arc and WCMTC ....................................................................................................................................... 34 7 The Data Lab June 2018 ............................................................................................................................................................ 35 8 The Market Opportunity .............................................................................................................................................................. 36 Visitor insights ................................................................................................................................................................................ 36 Future Trends ................................................................................................................................................................................. 37 9 Product Development Opportunities ......................................................................................................................................... 37 10 Products and Experiences for 2020 The Year of Coasts and Water .............................................................................. 41 a) ‘Uisge 2020’ Campaign and ‘Uisge’ Programme of Events and Activities ............................................................ 41 Making it happen .................................................................................................................................................................... 42 b) ‘Beneath the Waves’ Natural Heritage Interpretation and Visitor Experiences .................................................. 42 Making it happen ...................................................................................................................................................................