Dumfries and Galloway Tourism Strategy

Transcription

1 Dumfries and Galloway Tourism Strategy Workshop 30 th September Douglas Arms Hotel Alan Rankin Coigach Consulting Tom Mathar LJ Research

2 Agenda Welcome Research Update Update on current work Session feedback and review Coffee Session growth opportunities Next Steps Chris Smith Tom Mathar Alan Rankin Alan & Tom Alan

3 Research Occupancy Monitor Occupancy and Revenue Data from c. 200 accommodation providers We report across sectors... And across regions Findings published on our website (Google Dumfries and Galloway accommodation performance )

4 Research Occupancy Monitor (YTD) Occupancy (%) Average Daily Rate ( ) January February March April May June July August

5 Research Occupancy Monitor (August) Occupancy (%) Average Daily Rate ( ) Stewartry Wigtownshire Nithsdale Gretna Annandale & Eskdale ALL

6 Research Occupancy Monitor (August) Occupancy (%) Average Daily Rate ( ) Hotel Self-Catering B&B / Guest House ALL

7 Research Business Confidence Survey Surveyed 101 Dumfries & Galloway-businesses in Q Questions asked around: Business confidence Customer numbers and turnover Levels of business investment Overheads and other costs Barriers to growth Guest booking behaviour

8 Research Business Confidence Survey

9 Research Business Confidence Survey

10 Research Business Confidence Survey

11 Research Business Confidence Survey

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13 1. Increase the volume of visitors to Dumfries and Galloway 2. Increase the visitor average spend 3. Fulfil the potential of our people 4. Optimise the mutual benefits for community and industry through tourism 5. Have a better informed industry 6. Tourism to be a well-supported cornerstone of Dumfries and Galloway economy

14 1. Increase the volume of visitors 2. Extend the season 3. Increase the level of visits to visitor attractions 4. Meet /exceed customer expectations 5. Increase awareness of region 6. Increase participation in VisitScotland QA 7. Exceed national average of Star Grading across sectors 8. Increase green credentials through Green Tourism Business 9. Increase overnight spend 10. Increase employment in sector 11. Increase training/skills 12. Increase investment in product 13. Improve level of market data 14. Increase Business Tourism and specialist market niches

15 1 Increase in volume of overnight visits Increase occupancy by 10% across all sectors Existing Target 2015 Hotel 48% 53% TBC1 Guest House B&B 42% 46% TBC Self catering 40% 44% TBC Caravan and camping 51% 56% TBC 2 Extend Tourist Season 15% increase outside mid Oct - mid March Existing Target 2015 Hotel 38% 43% TBC2 Guest House B&B 32% 37% TBC Self catering 23% 27% TBC Caravan and camping 2. Information available end September

16 3 Increase level of visits to visitor attractions Increase 5% increase in visits (Jan - June) % 10% increase in visits to icon projects TBC TBC TBC3

17 4 Met/exceeded customer expectations Targets to be set from VS Visitor Survey Score (Satisfaction weighting VS Annual reports 2011) National 121 Borders 116 Argyll and Isles 115 Dumfries and Galloway 111 Perthshire 109 Overall satisfaction, willingness to recommend, likely to return

18 Scotland D&G Borders Perthshire Argyll and Isles Ave Length of stay Overall satisfaction Very 73% 68% 62% 70% 74% Fairly 21% 24% 24% 22% 20% Neither/Less 6% 8% 14% 7% 6% Not al all 0% 0% 0% 0% 0% Recommend the area Definitely 88% 69% 71% 80% 87% Probably 10% 21% 20% 16% 9% Less/unlikley 2% 7% 8% 3% 4% Prob/def not 0% 3% 0% 1% 0% Return in 5 years Definitely 70% 53% 55% 50% 46% Probably 16% 20% 25% 24% 24% Fairly Likley 8% 9% 11% 15% 19% Prob/def not 6% 18% 9% 11% 9%

19 Scotland D&G Borders Perthshire Argyll and Isles Ave Length of stay Overall satisfaction Very 73% 68% 62% 70% 74% Fairly 21% 24% 24% 22% 20% Neither/Less 6% 8% 14% 7% 6% Not al all 0% 0% 0% 0% 0% Recommend the area Definitely 88% 69% 71% 80% 87% Probably 10% 21% 20% 16% 9% Less/unlikley 2% 7% 8% 3% 4% Prob/def not 0% 3% 0% 1% 0% Return in 5 years Definitely 70% 53% 55% 50% 46% Probably 16% 20% 25% 24% 24% Fairly Likley 8% 9% 11% 15% 19% Prob/def not 6% 18% 9% 11% 9%

20 6 Increase participation in VS QA schemes Existing Target 2015 Hotel Small serviced Self catering Caravan and camping Hostel Attractions Total Exceed national average on star grading by sector D&G 2011 Nat Ave Target Ave D&G 2015 Hotel Guest House B&B Hostel Self catering Holiday/Touring Increase participation GTBS Existing Target 2015 Participants Silver and Gold 75% 82%

21 GTBS Sector Gold Silver Bronze Awaiting Total Activity Provider 1 1 Bed and Breakfast 1 1 Conference Venue 1 1 Corporate 1 1 Guest House 1 1 Holiday Park / Campsite Hostel 1 1 Hotel 2 2 SelfCatering Tourist Information Centre Visitor Attraction Total

22 9 Increase overnight expenditure 10% above inflation in average O/N spend Existing Target Actual UK n/a Overseas n/a All tourists n/a Direct expenditure (all sectors) m Economic Impact (all sectors) m

23 10 Increase employment in the sector 5% increase Existing Target Actual Employed (STEAM FTE) Increase in training/skills (13%) Develop hospitality skills uptake target to be set Target to be set Business Barometer 2015 Less Same More N/A Next 12 months investment in staff to current level 7% 52% 11% 30% 12 Increase investment in product development and innovation Monitor investment in significant tourism projects Business Barometer 2015 Less Same More N/A Next 12 months investment in buildings and marketing to current level (private sector) 14% 49% 21% 16%

24 13 Improve level of market data available Increase businesses taking part in Nat Occupancy Survey Contacted Participated Accessed data LJR Occupancy Survey LJR Business Barometer TBC Target to be set 14 Increase levels of Business Tourism and niche markets Monitor demand from accommodation for BT needs Target to be set TBC

25 Reach.. Influence Overall views

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28 Growth markets Growth markets Authentic Experiences Improving the customer journey Building Capabilities Leadership and Collaboration

29 TS2020 Key Performance Indicators Tourism Scotland 2020 has identified five key performance indicators (KPIs) 1. Visitor spend by 1bn from 4.5 to 5.5bn by The advocacy score for Scotland from 25% 3. Average visitor spend from Total tourism employment figures from 185, Total tourism turnover from 6,221m

30 TS 2020 Targets for Growth Home Turf m to 3568m: England, Scotland, N. Ireland, Wales Near Neighbours - 731m - 875m to 1035m: Scandinavia, Germany, France, Spain, France, Netherlands, Italy Distant Cousins - 414m to 505m - 598m: USA, Australia, Canada Emerging Markets - 33m to 70m - 83m: India, China, Russia, Brazil

31 Developing our Assets Nature and Activities Events and Festivals Destinations towns and Cities Business Tourism Heritage Culture Tourism Quality and Skills Food and Drink Sustainability Digital Connectivity

32 Business Tourism Ambitions to grow Customer Experience Scotland s Assets Capabilities Skills

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34 Marine Tourism Growth Markets Developing Authentic Experiences Improving the Customer Journey Building Capabilities.

35 Dumfries and Galloway Tourism Strategy Your strategy for growth..

36 Dumfries and Galloway? Growth Markets Developing Authentic Experiences Improving the Customer Journey Building Capabilities Leadership and Collaboration