Northmavine Visitor Survey Report Analysis by Mark Ratter Commissioned by Northmavine Development Company Tourism Sub-group Acknowledgements Thank you to the Northmavine Development Company for giving me the opportunity to contribute to this Visitor Survey project as well as other aspects of input regarding the promotion and development of tourism within the area. More specifically, thanks to Northmavine’s Tourism Group for their continued input, information, knowledge and enthusiasm – with particular mention going to Maree Hay. A special thank you to Ingrid Laurenson for her initial work regarding the Northmavine Visitor Survey, providing a comprehensive and focussed questionnaire for visitors to complete. Additionally, the Northmavine Tourism Action Plan proved to be a very handy reference point. Finally, a thank you to those who helped to produce the visitor data. Firstly, the tourism businesses who provided the channels through which visitors could access the questionnaire. Secondly, the visitors themselves for providing the data which will hopefully create the way for a focussed approach to tourism within Northmavine for the future. 2 Abstract The purpose of this report: • Gain an understanding of Northmavine’s visitor base • Identify the current facility priorities, the current facility gaps and the potential developments for facilities • Identify potential visitor markets for the future • Try to get an idea of the impact (both positive and negative) of tourism on Northmavine’s economy, culture and environment. From this, try to establish a sustainable approach to maximising the benefits of tourism whilst minimising the negative impacts. • Establish a progressive set of steps for the development of tourism within Northmavine. The structure of the report: • Questionnaire design and data analysis designated report to be categorised into 4 main sections: ¾ People (current and potential visitor markets) ¾ Products & Facilities ¾ Promotion, Information and Interpretation (effectively all details which help maximise visitor awareness, insight and understanding of Northmavine) ¾ Place and Infrastructure (access to and within Northmavine and all related features) 3 Conclusions and Recommendations Northmavine needs to develop a sustainable, step-by-step process of tourism development, maximising the positive impacts on the area’s economy, culture and environment whilst minimising the associated negative impacts. This must involve a fairly grass roots bottom up approach to tourism but this will need to be managed and coordinated by some critical mass of people – such as the Northmavine Tourism Sub- group. The report identifies the need to develop tourism for independent visitors (visitors who do their own thing – they make up most of the current market) through consolidation of certain Northmavine products, facilities and infrastructure whilst using a variety of promotional, informative and interpretive methods and channels. Maximising and consolidating the independent visitor market should create new opportunities for Northmavine businesses. The report also suggests that, once the independent visitor market has been developed and reaches its capacity, there may be opportunities to develop more dependant, all- inclusive types of tourism, such as insightful tours based on Northmavine’s community and culture. 4 Contents Acknowledgements Abstract Contents List of Charts and Tables 1. Introduction……………………………………………………………………………1 2. Methodology…………………………………………………………………………...8 2.1 Aims and Objectives……………………………………………………………8 2.2 Desk Research ………………………………………………………………….9 2.3 Questionnaire…………………………………………………………………...9 2.4 Data Analysis………………………………………………………………….10 3. Findings and Conclusions…………………………………………………………...12 3.1. People 3.1.1 Age Band……………………………………………………………..12 3.1.2 Party Size……………………………………………………………..15 3.1.3 Party Type…………………………………………………………….17 3.1.4 Normal Residence…………………………………………………….19 3.1.5 Total Nights Away……………………………………………………21 3.1.6 Month of Questionnaire Entry………………………………………..23 3.1.7 Frequency of Northmavine Visits…………………………………….26 3.1.8 Motivation for Visit…………………………………………………..28 3.1.9 Number of Respondents who Visited (by area)………………………30 5 3.2. Products and Facilities 3.2.1 Advanced Level of Booking………………………………………….31 3.2.2 Method of Booking…………………………………………………...33 3.2.3 Number of Bed Nights (by area)……………………………………...35 3.2.4 Type(s) of Accommodation…………………………………………..37 3.2.5 Visit To……………………………………………………………….39 3.2.6 Sporting Facilities…………………………………………………….41 3.2.7 Other Activities……………………………………………………….43 3.2.8 Meeting of Expectations……………………………………………...46 3.2.9 Tourism Facility Rating………………………………………………50 3.2.10 Northmavine Facility Implementation………………………………52 3.3. Promotion, Information and Interpretation 3.3.1 Sources of Information and Promotion……………………………….53 3.3.2 Interpretive Facility Implementation…………………………………59 3.4 Place and Infrastructure 3.4.1 Arrival Point in Shetland……………………………………………..61 3.4.2 Exit Point from Shetland……………………………………………..63 3.4.3 Getting to and Around Northmavine…………………………………64 4. Overall Recommendations………………………………………………………….65 4.1. Focussed Recommendations…………………………………………………65 4.2. General Recommendations…………………………………………………..72 4.3. Monitoring……………………………………………………………………75 Bibliography Appendices 6 List of Tables and Charts Chart 1 – Age Band…………………………………………………………………….12 Chart 2 – Party Size……………………………………………………………………15 Chart 3 – Party Type…………………………………………………………………..17 Chart 4 – Normal Residence…………………………………………………………..19 Chart 5 – Total Nights Away…………………………………………………………..21 Chart 6 – Month of Questionnaire Entry……………………………………………..23 Chart 7 – Frequency of Northmavine Visits………………………………………….26 Chart 8 – Motivation for Visit…………………………………………………………28 Chart 9 – Number of Respondents who Visited (by area)…………………………...30 Chart 10 – Advanced Level of Booking……………………………………………….31 Chart 11 – Method of Booking………………………………………………………...33 Chart 12 – Number of Bed Nights (by area)………………………………………….35 Chart 13 – Type(s) of Accommodation………………………………………………..37 Chart 14 – Visit To……………………………………………………………………...39 Chart 15 – Sporting Activities…………………………………………………………41 Chart 16 – Other Activities…………………………………………………………….43 Chart 17 – Meeting of Expectations…………………………………………………...46 Chart 18 – Tourism Facility Rating…………………………………………………...49 Chart 19 - Northmavine Facility Implementation…………………………………....51 Chart 20 – Sources of Information and Promotion…………………………………..53 Chart 21 – Interpretive Facility Implementation…………………………………….58 Chart 22 – Arrival Point in Shetland………………………………………………….61 Chart 23 – Exit Point from Shetland…………………………………………………..63 Chart 24 – Getting to and Around Northmavine……………………………………..64 Table 1 – Facility Rating……………………………………………………………….50 Table 2 – Facility Implementation Rating…………………………………………….52 Table 3 – Average Number of Nights per Respondent (by area)………….Appendices Table 4 – Normal Respondents Residence (Areas within England)………Appendices Table 5 – Flying Zones: Departure from/ Arrival to……………………...Appendices Model 1 – Tourism Development Influence…………………………………………...73 7 1. Introduction As one of Shetland’s most isolated regions, Northmavine suffers from a high degree of social and economic frailty. This mainly stems from a disproportionate number of people against landmass in the context of Shetland: covering 22% of Shetland’s total area with only 4% of its population. Their have been various projects to try and bolster Northmavine’s social and economic activity, not least after the area received Initiative at the Edge status in 2004. Taking on these various projects, the Northmavine Development Company (NDC) has identified the priority areas through which it is hoped can bring a positive and sustainable approach to Northmavine’s culture and community, its economy and its environment. Such priorities include tourism, housing, transport, young people, environment and employment. This report focuses specifically on tourism. However, tourism can have an holistic impact on social, economic and environmental issues (both positive and negative depending on the approach taken) and hopefully tourism development can act as a foundation to support all of the above priorities. The NDC realised the potentially positive impact tourism could have on the area and a Tourism Sub-group was formed. This group has done a number of projects backed by research to find the appropriate way or ways forward for tourism in the region – and this report is the result of one such project. Building on previous projects – both on the Northmavine and Shetland scale – the Tourism Group opted to carry out a visitor survey within Northmavine. It is hoped that the results from the visitor survey, and consequently the findings and recommendations from this report, can provide the basis for an integrated and focussed approach to the development of tourism within Northmavine (along with the Northmavine Tourism Action Plan) and allow for a sustainable approach to social and economic (re)generation, whilst ensuring that the environment is not damaged as a result of such activity. 8 2. Methodology 2.1 Aims and Objectives The overall aim of the Northmavine Visitor Survey Report is to understand how to maximise the economic, socio-cultural and environmental benefits for Northmavine and its community through the development of tourism in the region. In order to do this, it will involve: ¾ Identifying the current ‘types’ of visitors who visit Northmavine and identify potential types of visitors who could be targeted and attracted