Tourism Survey Report

Transcription

1 Tourism Survey Report August 2014 Sarah Cameron Out of the Blue

2 1.0 Introduction In 2013, Senscot brought together each of the thematic Roundtables (Sport, Community Food, Cultural and Creative, and Health) to discuss joint working across sectors. One outcome of this meeting was the need to connect with the tourism agenda for Scotland at both a local and national level. Over the past year Senscot have, on a number of occasions, brought together social enterprises interested in tourism. This culminated in a subgroup of the Glasgow SEN which highlighted the need further develop tourism opportunities at a local level and on a wider scale. In July 2014, Senscot undertook a survey of Cultural and Creative SEN, Sport SEN and Community Food SEN members. The intention of this survey is to gain a clearer understanding of the tourism landscape within the social enterprise community. The survey was also circulated in the weekly SENs newsletter and sent to the Local SEN Co-ordinators for further distribution. 67 social enterprises, representing every local authority area, responded to this survey. It is recognised that this will be a small percentage of the social enterprises delivering tourism activities in Scotland, however this initial piece of work gives a clear indication of the variety of organisations involved in tourism and the support required to develop the sector further. The survey concentrated on 4 main areas: - Tourism activity - National and local links - Partnership working - Training needs The Glad Cafe operates as both a cafe and a venue in the Shawlands area of the southside of Glasgow. It aims to have something to offer people of any age or background in this diverse and vibrant local community. The well-equipped venue provides a welcome space in the southside for showcasing up and coming local musicians as well as internationally known acts. We feature indie, electronic, experimental, world and traditional musicians.

3 2.0 Findings 2.1 Respondents Almond Valley Heritage Trust Kelvin Valley Honey Scottish Rowing Alva Ecolodge CIC Killin and Ardeonaig Trust Scottish Traditional Boat Festival Auchindrain Township Museum Kilmartin House Museum Sense Scotland Autism Initiatives Laggan Forest Trust Skiddaddle Ayrshire Community Media CIC Lennox Valley Connection Stanley Development Trust Badaguish Outdoor Centre LocalMotive Markets Ltd Stramash Bicycle Badenoch Lorn and Oban Healthy Swim64 CIC Options Bike Trossachs Ltd Mid Argyll Community Pool Tayport Community Trust Breadshare Community Bakery National Mining museum The Breadmaker Community Growing Solutions Nextbike Glasgow The Crags Community Sports Centre Craigowl Communities North Coast Leisure The Experience Creative Edinburgh) North East Arts Touring The Factory Skatepark Eco Drama Ochil Leisure Enterprises The Glad Cafe Fablevision Studios Out of the Blue The Home Straight Falkland Centre for Stewardship Outfit Moray The National Piping Centre Findhorn Bay Arts Penicuik Community Arts The Touring Network Association Forres Area Community Trust Penicuik Community The Village Storytelling Centre Development Trust Forth Pilgrim Play Pieces Theatre Nemo Glasgow Bike Station Port Edgar Watersports CIC Timespan Museum and Arts Centre Glasgow Women's Library Renfrewshire Witch Hunt Wasps Studios Good for Ewe Re-Union Canal Boats Whitecraigs Rugby Club Himalayan Centre for Arts & Culture Sandwick Social and Economic Development Co You Can Cook

4 2.2 Geographical Spread West Lothian West Dunbartonshire Stirling South Lanarkshire South Ayrshire Shetland Scottish Borders Renfrewshire Perth and Kinross Orkney North Lanarkshire North Ayrshire Na h-eileanan Siar Moray Midlothian Inverclyde Highland Glasgow Fife Falkirk Edinburgh East Renfrewshire East Lothian East Dunbartonshire East Ayrshire Dundee Dumfries and Galloway Clackmannanshire Argyll and Bute Angus Aberdeenshire Aberdeen

5 2.3 Tourism Activity Business tourism Accessible tourism Travel Accommodation Catering Gardens Visitor attraction Arts & music Food or cooking tourism Ancestral tourism Outdoor activities & sports Nature based tourism Activity tourism respondents added cultural and heritage links, 1 respondent added volunteering tourism, 1 respondent added Stag/ Hen/ Birthday/ Celebrations, 2 respondents added retail. Stramash offer exciting morning and afternoon adventures in gorge walking, sea kayaking, dinghy sailing, canoeing and coasteering in and around the Oban area. Stramash is a social enterprise and a registered charity that uses the outdoor environment to provide life changing experience.

6 Respondents were asked which statement best described their situation: Tourism is an area for potential development, we are not currently delivering. 18 We deliver products/ services that could be targeted at the tourism market. 27 We deliver services/ products to the tourism market. 16 Tourism is our main source of income. 4 When asked what tourism activities they were involved in, 40 respondents ticked more than one box. There are strong links between Activity Tourism and Outdoor Pursuits & Sports; Arts and Music and Visitor Attractions. 4 social enterprises answered that tourism is their main source of income. They are delivering: Activity tourism, Nature based tourism, Outdoor activities & sports, Catering, Accommodation, Accessible tourism, Visitor attraction, Ancestral tourism, and Food or cooking tourism. 2 of these are linked in with Visit Scotland and local tourism bodies and 2 are not. 16 social enterprises deliver services and/ or products to the tourism market, tourism is not their main source of income. Visitor attraction Travel Retail Outdoor activities & sports Nature based tourism Gardens Food or cooking tourism Cultural tourism Catering Business tourism Arts & music Ancestral tourism Accommodation Accessible tourism Activity tourism social enterprises are linked with Visit Scotland and 9 are not, and 9 are linked with local tourism bodies and 7 are not.

7 27 social enterprises deliver products and/ or services that could be targeted at the tourism market. Visitor attraction Travel Outdoor activities & sports Nature based tourism Gardens Food or cooking tourism Catering Business tourism Arts & music Ancestral tourism Activity tourism Accommodation Accessible tourism social enterprises are linked with Visit Scotland and 20 are not, and 9 are linked with local tourism bodies and 18 are not. 18 social enterprises answered that tourism is an area for potential development, they are not currently delivering tourism services or products. Visitor attraction Travel Outdoor activities & sports Food or cooking tourism Catering Business tourism Arts & music Activity tourism Accommodation social enterprises are linked with Visit Scotland and 15 are not, and 2 are linked with local tourism bodies and 15 are not.

8 2.4 National Links- Visit Scotland 19 respondents are listed on the national Visit Scotland Website, 46 respondents answered that they are not listed. 7 respondents commented on the support received from Visit Scotland : Advice and support for initiatives Funding from Event Scotland and Homecoming Scotland 2014 for Festival Pay to be included in the Edinburgh and the Lothians and Borders publicity materials. Visit Scotland contact is always available to discuss new ideas Our event was included in their events listing. Market research, market analysis and future trends, proposal and business plan review, financial analysis and visitor number forecasting We have recently been awarded a 4* rating They add us to the local events mailing list to accommodation 3 respondents commented that they are not yet ready but are interested. 2 respondents responded negatively, 1 commenting that they have been unable to develop a positive relationship with Visit Scotland and 1 commenting that they have been advised that listing is expensive. 2.5 Local links 25 respondents are linked with local tourism bodies, 41 respondents are not. Local Tourism Bodies included in comments: Banffshire Coast Tourism Partnership BEPTA East Dunbartonshire Tourism Partnership FACT GALE Centre Glasgow City Marketing Bureau Heart of Argyll Tourism Alliance HOATA Midlothian Tourism Forum Visit Cairngorms VisitWestLothian Ltd 6 respondents commented that they have partial links, 3 of these respondents would like to strengthen the relationship but are struggling to do so. 3 respondents intend to explore the possibility of local links. 2 respondents commented that there is no local body and 3 respondents commented that they don t know of any local tourism body.

9 2.6 Training requirements Respondents were asked what training would be useful to develop the tourism aspect of their social enterprise. Responses: Understanding and identifying markets Accessing new markets Promotion Selling services/ products- locally, nationally, internationally Understanding the customer journey Improving visitor experience Customer service training On-line booking systems Maximising internet opportunities Social media How to link with other providers e.g. bus tours, cruises Identifying opportunities Developing partnerships Developing tourism services Business planning Procurement Legal and liability issues Networking The 4 respondents that answered that tourism is their main source of income also commented that they do not require any training. Speyside Trust Badaguish Centre is a place where you can explore and develop new and exciting skills in safety, amidst the superb forest and mountain scenery of the Cairngorms National Park in the Scottish Highlands. It is committed to Access for All and to programmes and facilities which offer equal opportunities in an integrated setting.

10 2.7 Partnership working Respondents were asked if they were interested in working with other social enterprises to create a tourist experience/ destination. 57 respondents said yes, 8 respondents said no. 10 respondents commented that they are already working in partnership with other social enterprises with regards to tourism. 2 respondents commented on an interest in developing events in partnership. 7 respondents commented that this is an area that is of interest to them. 11 respondents made a comment with regards to creating a destination or visitor experience, including: We would like to look into developing partnerships with local and national organisations with the premise of using these partnerships towards town regeneration through development of premises across the area. Would be delighted to work alongside others to achieve this. We have the skills and knowledge in various media sources that are vital to raising awareness and promoting tourism and tourist locations. Definitely. I think tourists are always keen to see their money stay in the local communities they visit and everyone would benefit if we raised the awareness of social enterprise among tourists. Have wondered about linking with social enterprises or private providers of canoeing activities to add value We are situated at an access point for hill walking and cycling and could become a focus for information, support and cycle hire. GWL is unique in and works all over Scotland and is based in Glasgow's East End, so we could link with other national heritage / arts orgs and / or with local ones Whitecraigs could be a destination for tourists visiting the Dams to Darnley Country Park. Would be good to join together accommodation and other activity providers

11 2.8 SEN membership West Lothian SEN Stirlingshire SEN South Ayrshire SEN Moray SEN Midlothian SEN Glasgow SEN Fife SEN Falkirk SEN Edinburgh SEN Dundee SEN Borders SEN Argyll & Bute SEN Sport SEN Health SEN Cultural SEN Community Food SEN Almond Valley Heritage Centre is a living museum with woods and fields extending for almost a mile. Mill Farm, with its traditional farm buildings and working watermill, is home to many farm animals and the daily programme of activities allows the visitor to get up close and personal. The museum houses displays and interactive exhibits that illustrate local history and tell the story of Scotland's shale oil industry.

12 2.9 Sectors Social enterprises listed under SEN categories (not all are members of the SENs) Cultural Sport Community Food Almond Valley Heritage Breadshare Community Badaguish Outdoor Centre Trust Bakery Auchindrain Township Museum Bicycle Badenoch Good for Ewe Autism Initiatives Bike Trossachs Ltd Kelvin Valley Honey Ayrshire Community Media Lorn and Oban Healthy Glasgow Bike Station CIC Options Creative Edinburgh) Laggan Forest Trust The Breadmaker Eco Drama Mid Argyll Community Pool You Can Cook Fablevision Studios Nextbike Glasgow Falkland Centre for Stewardship North Coast Leisure More than 1 Findhorn Bay Arts Ochil Leisure Enterprises Community Growing Solutions Forth Pilgrim Port Edgar Watersports CIC LocalMotive Markets Ltd Glasgow Women's Library Scottish Rowing The Glad Cafe Himalayan Centre for Arts & Culture Skiddaddle Kilmartin House Museum Stramash Other National Mining museum Swim64 CIC Alva Ecolodge CIC North East Arts Touring Out of the Blue Penicuik Community Arts Association Play Pieces Renfrewshire Witch Hunt Scottish Traditional Boat Festival Sense Scotland The Experience The National Piping Centre The Touring Network The Village Storytelling Centre Theatre Nemo Timespan Museum and Arts Centre Wasps Studios The Crags Community Sports Centre The Factory Skatepark Whitecraigs Rugby Club Craigowl Communities Forres Area Community Trust Killin and Ardeonaig Trust Lennox Valley Connection Outfit Moray Penicuik Community Development Trust Re-Union Canal Boats Sandwick Social and Economic Development Co Stanley Development Trust Tayport Community Trust The Home Straight

13 3.0 Conclusion Senscot believes that social entrepreneurs and their enterprises have the potential to transform society for the better. This survey demonstrates that tourism within the social enterprise sector is an area that needs further development to maximise opportunities for social enterprises and to enhance the social impact that, by their very nature, social enterprise can deliver. There are a range of social enterprises working within tourism across Scotland- from outdoor pursuits to accommodation providers to accessible tourism. Tourism spend with such organisations comes with additional value for both the visitor and the deliverer in that the profits are re-invested to provide positive community or environmental impacts and the visitor receives an added feel good factor. This research has evidenced the need for further support for social enterprises within the tourism sector. Training and support needs varied greatly between organisations. Senscot recognises that the majority of the training requirements are sector specific, only a few areas can be aligned with training and support that social enterprises can access via local and national social enterprise support e.g. Just Enterprise. The two main areas to focus on initially are upskilling and connecting. Upskilling Support in marketing at a national and international level, understanding and improving the customer journey and accessing new markets all featured highly in training needs. Link to sector specific training not available within existing social enterprise support programmes e.g. food and drink, customer care. Support organisations in developing partnerships to open up new opportunities e.g. creating destinations. Understanding national strategy and how individual organisations can link into national marketing campaigns. Linking to funding opportunities e.g. Visit Scotland, Event Scotland. Connecting There is a need to build on the local and national links, connecting social enterprises at a strategic and practical level. Developing relationships at both a local and national level will enhance the profile of social enterprise and allow cross promotion. Connecting social enterprises to local marketing initiatives e.g. accommodation provider lists. Signposting organisations to the Visit Scotland registration process, although it should be noted that many organisations will require access to support in upskilling and improving quality prior to registration. This report demonstrates potential for further development of tourism within the social enterprise sector. Senscot recognises the significant impact tourism could have on the long term sustainability of social enterprises, allowing them to bring in a new income streams whilst meeting their social and environmental aims. The work, however, requires resource and Senscot invites potential partners to discuss options around supporting the growth of the sector. In the longer term Senscot would like to see a national mapping and national tourism policy to include social enterprise. Creating further opportunities and strengthening the sector.

14 Appendix 1 Question set 1. Name of organisation 2. address 3. Which areas are you involved in? Activity tourism Nature based tourism Outdoor activities & sports Ancestral tourism Food or cooking tourism Arts & music Visitor attraction 4. Where do you operate? (Please tick all that apply) Aberdeen Aberdeenshire Angus Argyll and Bute Clackmannanshire Dumfries and Galloway Dundee East Ayrshire East Dunbartonshire East Lothian East Renfrewshire Edinburgh Falkirk Fife Glasgow Highland Gardens Catering Accommodation Travel Accessible tourism Business tourism Other (please specify) Inverclyde Midlothian Moray Na h-eileanan Siar North Ayrshire North Lanarkshire Orkney Perth and Kinross Renfrewshire Scottish Borders Shetland South Ayrshire South Lanarkshire Stirling West Dunbartonshire West Lothian 5. Which statement best describes your situation? Tourism is an area for potential development, we are not currently delivering. We deliver products/ services that could be targeted at the tourism market. We deliver services/ products to the tourism market. Tourism is our main source of income. Other (please specify) 6. Is your organisation listed on the Visit Scotland Website? Yes No Comment/ Please indicate any business support you have received from Visit Scotland 7. Are you linked with your local tourism body? Yes No Please tell us more

15 8. What training would be useful to develop the tourism aspect of your social enterprise? (e.g. Understanding the customer journey, Understanding your market, Selling your product locally, nationally and internationally) 9. Are you interested in working in partnership with other social enterprises to create a tourist experience/ destination? Yes No If yes, please give further information 10. Are you a member of a Social Enterprise Network? (Please tick all that apply) Community Food SEN Falkirk SEN Cultural SEN Fife SEN Health SEN Glasgow SEN Sport SEN Inverclyde SEN Aberdeen SEN Midlothian SEN Aberdeenshire SEN Moray SEN Argyll & Bute SEN South Ayrshire SEN Borders SEN South Lanarkshire SEN Dumfries & Galloway SEN Stirlingshire SEN Dundee SEN West Lothian SEN East Lothian SEN Please state if you are interested in Edinburgh SEN joining a SEN