Draft Tourism Development Plan for Scotland March 2013

Transcription

1 Draft Tourism Development Plan for Scotland March 2013 Ayrshire & Arran Tourism Response General Comments The future of Ayrshire & Arran Tourism The three Ayrshire local authorities and the Ayrshire & Arran Tourism Leadership Group welcome this opportunity to contribute to the development of a Tourism Development Plan for Scotland. This is recognised as a major piece of work, which will provide a real focus at government level towards coordinating and delivering future growth to the visitor economy. Ayrshire & Arran recognises tourism as a cornerstone of the local economy and as an area with so much potential for further development. Recognising the need to deliver even greater impact for our investment in tourism, the Ayrshire Economic Partnership introduced a new tourism partnership approach in The creation of the Ayrshire & Arran Tourism Strategy was the first tangible step in fulfilling a commitment made by the three local authorities to work together and with the industry in a more strategic way. The strategy recognises the great strengths and assets of Ayrshire and sets out a clear ambitious vision for the whole of the region. Across the region, partners such as Turnberry Resort and Auchrannie Leisure, Culzean Castle and Dumfries House, Robert Burns Birthplace Museum, the Scottish Maritime Museum and Largs Marina, Goatfell and the Glen Rosa Signature Project as well as The Ayrshire Golf Course are all making a huge contribution to tourism. These industry partners are investing many millions of pounds into large scale private developments in the accommodation sector, golf, sailing, heritage and natural environment, and the three local authorities are committing 500,000 per annum towards the tourism team action plan to ensure that the overall visitor experience is enhanced, visitor numbers increased and the season extended. Internationally significant developments such as Dark Skies and Galloway & Southern Biosphere capture imagination and provide the area with real potential to add new focus. Since being established last summer, the tourism team has started work on 6 key regional projects which will launch in 2013, culture & heritage, golf, watersports, business communication, legacy events and the natural environment. There is high level of industry buy-in and great support for the practical product development focus the team is providing. There is no doubt that together Ayrshire & Arran is moving forward and that the region is now ready to make a major contribution to Scotland s visitor economy. So it is within this context that our general comments are offered in relation to this consultation. 1

2 1.0 Value of tourism The Hospitality Industry is absolutely critical to the economic well-being of the whole region, generating 489m of revenue per year and directly supporting 15,423 jobs however, there is not fair representation of Ayrshire & Arran in the draft Plan. This is further compounded by the way that figures are dealt with separately for the three council areas. In order to provide a more meaningful comparison with other tourism areas, it is requested that the Plan should deal with value at an Ayrshire and Arran level and that developments for tourism should be seen in the round, rather than at local authority level, an approach that is supported by the three councils and illustrated by the joined up approach of the Ayrshire & Arran Tourism Strategy An accessible region Ayrshire is a well connected accessible region, which is a major asset; however the full range of rail, sea, road and air connections, crossings, terminals and ports is not recognised in the draft Plan. In particular, Glasgow Prestwick Airport must be given higher recognition. In the near past, a very substantial contribution to tourism was made by Scandinavian golfers coming to play in the region and with current developments it is hoped that the airport will once again start to contribute more significantly. We strongly recommend that additional information is included within the Plan to make it more representative and reflective of Ayrshire & Arran and the value the region contributes to Scottish tourism. To further assist with the creation of the Plan, critical key investments and developments have been identified in this response which should be added to the Ayrshire & Arran Development Plan and a map highlighting key travelling to and from information for Ayrshire has been attached in Annex C also highlighting the Biosphere and Dark Sky Park. 3.0 Culture & Heritage Whilst the Ayrshire Golf and Sailing products gain some attention in the draft Plan, the full range of tourism experiences in Ayrshire & Arran are not recognised. Proper attention to the Culture & Heritage, Natural Environment and Events sector must be given in order to represent a more realistic picture of the tourism industry in the region and to ensure that Scotland s culture plays its full role in stimulating the Scottish economy. There is no mention of some very important elements such as our museums and galleries and national collections. It is of major concern that the National Trust (with five properties in Ayrshire & Arran ) is not recognised appropriately as a major landowner, conservation charity or manager of key tourism destinations. Two of the top five NTS properties in Scotland are located in Ayrshire & Arran! The importance of festivals, Burns Night, music, language, and ancestral tourism should also be given attention with a greater appreciation for future development potential and recognised as a unique selling point for Scotland. 2

3 4.0 The Natural Environment There is little mention of the huge potential to capitalise on the recent UNESCO designation for the Galloway and Southern Ayrshire Biosphere, first in Scotland or the Galloway Forest Dark Sky Park, which is only one of four in the western world and the only one with an observatory. These two initiatives and associated facilities such Dark Skies Observatory, bring new economic opportunities, environmentally sustainable development and encourage nature based tourism. It is considered important to the development of sailing tourism, that the Firth of Clyde is recognised and managed in a sensitive way, to protect both tourism and wildlife. Whilst it is recognised that the Scottish Government has particular planning policies around renewable energy, Ayrshire & Arran tourism industry is keen to ensure that no future developments adversely impact on the potential for tourism growth linked to the natural environment. Part of the popularity of the waters off the coast of Ayrshire is the scenery and wildlife, both of which could be detrimentally affected by the insensitive siting of wind farms and other renewable energy infrastructure. Concerns have also been expressed in relation to light pollution around the Dark Skies Park. Planning Authorities whilst assessing proposed developments should take into consideration the impacts of proposed developments on tourism. The inclusion of Great Scottish Trails is welcomed but there would appear to be clear gaps between the networks. It is not clear if there are infrastructure plans to create new links to increase permeability and options for visitors which could potentially encourage them to stay longer or comeback. In addition greater emphasis should be given to the River Ayr walk, Scotland s first source to sea path network as well as to shorter walking routes, given the potential to develop into short breaks and greater market potential for Ayrshire & Arran. 5.0 Accommodation There is no justification given why particular areas were identified for new resorts whilst others were not and this needs to be explained. It would be preferable to identify other visitor accommodation opportunities in addition to Resorts and a wider range of options which fit local circumstances and opportunities should be considered. In particular, reference to major golf resort developments across Ayrshire should be noted in the Plan. 6.0 Food Food as a central component of the visitor experience is not adequately featured in the Tourism Development Plan. Ayrshire & Arran has a great food and drink offer, with the very best of produce available to the visitor through shops, markets and a diverse range of eating options, including some of Scotland s best restaurants. The value of this sector has been recognised by the Ayrshire Economic Partnership as a priority for support and the Plan should recognise the central role that food plays in delivering great experiences and encourage local, authentic, high quality produce, offered in ways that significantly reinforce a distinctive regional character. 3

4 7.0 Broadband and Connectivity No reference to Broadband is made in the report, despite the increasing importance of good broadband connections when it comes to meeting and exceeding visitor expectations. Ensuring rural areas, such as Ayrshire & Arran are able to remain on a par with the rest of Scotland is of crucial importance to the future of tourism in the region and should therefore be considered part of the infrastructure investment. 8.0 Relationship to Planning System and Investment programmes It is unclear how the stated intentions of the Plan to act as a material consideration in the planning system can be realised unless this document is endorsed by the Scottish Government and thereafter incorporated into the planning system either through the National Planning Framework or in Scottish Government Planning Policy. Should this happen, it would be preferable that the Plan timescales are in line with National Planning Framework timescales (20 years) and that the Plan is updated in synchronicity. In conclusion The draft plan does not currently adequately reflect the tourism products, services and geography of Ayrshire & Arran, nor does it recognise the combined value of the industry to the local economy. The wide range of important tourism developments currently underway and planned over the next few years are also not sufficiently represented. It is absolutely imperative that the National Tourism Development Plan is amended to recognise Ayrshire & Arran more accurately and that the subsequent investment plan for the region is amended to reflect the wide range of activities undertaken in North, East and South Ayrshire. Ayrshire & Arran has the potential to become a key player contribute even more significantly to Scottish tourism in the future. Amendments to include in Spatial Framework The draft Tourism Development Plan for Scotland recognises the importance of Ayrshire s coast and golf courses in terms of their contribution to tourism. However, the plan does not acknowledge that Ayrshire & Arran has other important tourism activities to offer, not only to staying visitors but also to day visitors. It also fails to focus on Glasgow Prestwick Airport, as a hub for short haul flights to a number of destinations. Therefore we wish to ensure that the following amendments are made to Table 1 and that the additional tourism opportunities highlighted for all three Ayrshire authority areas are added to emerging development plans. 4

5 Table 1 (response to outline) 1 Travelling to and within Scotland 1.1 Glasgow Prestwick Airport must be included in point 1.1 to secure short haul flights from European countries. Prestwick Airport, although mentioned a little, does not feature on the map or in any discussion of transport. Given the number of passengers still travelling through Prestwick Airport is higher than Inverness Airport; greater emphasis should be provided in the report. 27 routes still operate through Prestwick Airport. 1.2 Supportive however require Ferry/ Cruise liner operators to be key partners. ScotRail investment in the Glasgow to Ayr route provides increased services and offers additional options for day-trippers and overnight stays. Further support should be provided to the establishment of the Glasgow to Stranraer rail line, which would make greater connectivity and options for coastal and cross border tourism, as well as link to the Irish market. Troon as a ferry port is not included on the map. All sea access points and facilities must be included across Ayrshire & Arran in TDP Girvan, Ayr, Troon, Ardrossan, Largs, Lochranza, Millport and Brodick need recognition. Map 1 identifies Cumbraes within Argyll and the isles, rather than Ayrshire & Arran. Summer fast ferry services from Troon to N.Ireland and Mull of Kintyre.Development of a year-round Campbeltown/Ardrossan /Troon ferry service, opening up a SW Scotland loop to/from west coast and isles. 1.3 Upgrades to A76, A77/M77, A78, A70 and A71 main routes are required to assist the tourist market in the South West of Scotland. Furthermore important upgrades to A737 bypass and the Brodick to Lochranza road which are key routes for accessing Ayrshire coast and islands and onward journeys. These upgrades should be supported, particularly as this is a key tourist route from Ireland into Scotland and one of the main arteries into Ayrshire from the Central Belt. It would be more helpful if all existing tourist routes were marked on the map. 1.4 Supportive but Arran (Brodick) should be mentioned as potential cruise liner stop and required infrastructure needed. Transport Scotland s Ferries Plan ( ) mentions a long term proposal to introduce a second mainland Arran ferry service and linking onwards to Campeltown thus providing a link between Ayrshire Coast and Kintyre. Terminal improvements are required for cruise liners and ferries at Ardrossan and Brodick to support tourism growth. Map must show Ardrossan, Brodick, Largs, Lochranza and Troon as ferry crossings. 5

6 1.5 Supportive of multi-mode transport tickets however need to make it easier for cyclists to take their bikes on trains and buses to enable them to access more remote areas. General Comment There is no mention of improvements to or new path networks in this section when in line with priorities for promoting sustainable transport and indeed a key growth area for Scottish tourism and reflected in Ayrshire & Arran Tourism Strategy. 2 Where to Stay 2.1 Ayrshire authorities have no cities within boundaries however the main towns are of comparable scale to the city of Stirling and within much closer geographical range to Glasgow Airport. With Glasgow Prestwick Airport within the area and key ferry ports, Ayrshire & Arran provides easy access for tourist markets and should therefore be promoted as a location for new tourism development. 2.2 No mention of appropriate accommodation to support the Dark Skies Park or the Galloway & Southern Ayrshire Biosphere, which is a unique destination asset. It is very disappointing that the TDP is not promoting this unique natural resource. 2.3 No mention of urban or rural resorts within Ayrshire despite being within 1 hour of Glasgow International Airport and having its own airport at Prestwick. No explanation/ justification is given within the TDP document how new resort destinations on Plan 2 where identified and who agreed on the locations. Certainly Ayrshire has the travel links and clusters of activity to make it an ideal location for specific resort types. 2.4 Development of conference, exhibition and event facilities in Ayr plays an important role in future tourism success and links to University Town developments. This should be reflected in the Plan. Support for the development of specific events such as kite surfing in Ayrshire on the back of festivals/ competitions should also be explored and considered for inclusion. 3 What to see 3.1 Supportive and would encourage development of Scottish path network within Ayrshire to encourage walkers, cyclists and horse riders to the area. 3.2 Supportive however Ayrshire area should be included, as Galloway Forest Park includes areas within East and South Ayrshire boundaries in particular the Dark Skies observatory is within East Ayrshire. Furthermore the Galloway and Southern Ayrshire Biosphere should be identified as a key tourism attraction. Both the Dark Sky Park and Biosphere should be identified in the 6

7 TDP Plans and on the map. Mountain bike signs should be included within Galloway Forest area, which partly lies within East and South Ayrshire. 3.3 Supportive of increasing sailing and other marine based facilities along Ayrshire & Arran Coast. Developments of further sailing pontoons / berths at strategic sailing areas in North and South Ayrshire are mentioned. It should be noted that potential to develop step-ashore facilities on Arran are considered important for future tourism development. No moorings shown at Troon Marina which is a key sailing stop off point or at Brodick. Surfing symbol should be included on the map kite surfing and wind surfing at Ayr and Troon and wind surfing also at Largs and around Great Cumbrae. Recognition must also be provided in the Plan to the Scottish National Watersports Centre on Great Cumbrae. There should also be representation of the North Ayrshire Council visitor moorings, yachting / boating facilities at Millport, Brodick and Lochranza. 3.4 Supportive of investment in golf related tourism in Ayrshire, giving the forthcoming major events and quality and range of courses available across the region. Golf symbols at Troon / Irvine are missing from the map. 3.5 Supportive of gateway development and would emphasise that Ayrshire is a gateway to Irish visitors by ferry and this needs further development. A77 should be included as a key route and its potential to capitalise on the Carrick Coast. Equally important is the need to recognise the A76 at New Cumnock and A713 (Galloway Tourist Route) at Dalmellington as Gateway Points to the region and the M74 / A71 connection bringing tourists from the North of England across to the south west of Scotland and forming a main artery from the central Belt. Scenic Coastal Routes should also be considered in the Plan. 4 Development opportunities There are many important development opportunities for Ayrshire & Arran which are not captured in the draft Table 1, so the following list has been prepared to capture the great wealth of investments and range of activities already underway and planned in the area. Annex B captures the individual developments within East, North and South Ayrshire local authority boundaries. 7

8 Tourism Development Plan for Scotland Spatial Framework to Current & planned additional actions and investments to be included in the Ayrshire & Arran Development Plan. Plan 1 Travelling to and within Scotland LA Plan 2 Improvement to key road, sea and air Gateways across the region to help circulate visitors more effectively, create a better first impression, maximise stays and provide clear information. Improvement to on-shore facilities across Ayrshire and Arran to encourage more economic activity from sailing / watersport visitors. Development of quality path and cycle routes or creation of new links which are attractive to visitors and well serviced by local accommodation, shops and eateries. Further development of Waverley Paddle Steamer as key tourist attraction and unique experience for day-trippers and support facilities and infrastructure. Summer fast ferry services from Troon to N.Ireland and Mull of Kintyre Development of a year-round Campbeltown-Ardrossan/Troon ferry service, opening up a SW Scotland loop to/from west coast and isles. Future expansion of Brodick s linkspan and new terminal would mean that additional ferry traffic could be supported. Where to Stay Further development of resort-type developments, with focus on international golf tourism markets, such as China Development of Dumfries House bunkhouse & artist s studio Development of hotel and leisure facilities at Belleisle House Development of hotel and The Ayrshire golf course at Irvine Beach Park. All NAC/ SAC All NAC / SAC SAC SAC / NAC NAC SAC SAC NAC Plan 3 Development of hotel and leisure facilities at Lochside Hotel and the Dumfries Arms Development of hotel and leisure facilities at Rowallan Castle Development of Loudon Castle should continue to be supported. Development of smaller conference and event venues such as Lochside House Hotel, Seamill Hydro or Park Hotel. The development of more camping and caravanning facilities on the islands of Arran, Cumbrae and mainland North Ayrshire Business hotel and conference/meeting facilities in close proximity to Glasgow Prestwick International Airport What to see and do Development of new, large-scale Marina at Ayr to provide additional Firth of Clyde capacity and enhance overall tourism asset base Development of Ardrossan Harbour, hotel, leisure and recreational open space Development of existing visitor attractions to make them more suitable for new and emerging markets All NAC SAC SAC NAC All 8

9 Plan 3 Creation of more on-the-go information provision across the region, in line with improvements to broadband service. Development of a Golf Development Partnership in Ayrshire & Arran, bringing benefits of collaborative marketing, sales and on-line ticketing. Creation of new visitor attraction signposting across Ayrshire & Arran to encourage longer stays and repeat visits. Development of Largs Area Sailing Group to develop Marine Tourism. Build on Kilmarnock and East Ayrshire s focus as a Creative Place as a result of its recent Creative Scotland Award. Build on Kilmarnock s focus as the premier arts and entertainment centre through the success of the Palace and Grand Hall Complex. Culzean Estate and the NTS Signature Project to look at the development of Brodick Castle, Estate, Glen Rosa and Goatfell Development of conference and event facilities Development of Dumfries House (outdoor activity centre/ artist s studio / gardens) What to see and do Continued investment to galleries / museums / venues across the region and further development of major events and family centred activities. Development of Gaiety Theatre, Ayr Development of Scottish Maritime Museum and completion of the Linthouse Redevelopment. Sustainable development of the Scottish Sailing Institute and Largs Sailing Club sites. Development of additional outdoor watersports facilities, adventure and activities Maximisation of The Open Golf Championship 2016 (Royal Troon) Further development of Galloway and Southern Ayrshire Biosphere Development of Dark Skies concept and facilities. Development of infrastructure to support a growth in tourism to this area. Development of Dean Castle Country park Development of the Palace Theatre in Kilmarnock as an events venue Development of the Burns Monument Centre in Kilmarnock as a centre for genealogy Development of the Dick Institute for family centred activities Development of Dark Skies Observatory as a visitor attraction Development of Food Tourism initiatives to promote local produce, stimulate the evening economy and encourage repeat visits through actions such as improvement to farmers markets, food festivals, food trails, workshops, cook schools and development of local inns and eateries which enhance the visitor experience. Development of Eglinton Country Park and camping and caravanning facilities Development of Ayr Seafront and associated town centre developments Active development of a long-term, significant events programme, mainly but not exclusively Golf focused All All All NAC SAC / NAC NAC All SAC NAC NAC SAC / NAC All / SAC All NAC SAC SAC 9

10 Plan 3 What to see and do (continued) Diving opportunities at Lamlash Bay and around the Ayrshire Coast should be further developed Sea-angling opportunities around the Ayrshire Coast should be further developed, including infrastructure and facilities to support such as harbours and jetties. Marine wildlife activities should be further developed around the Ayrshire Coast, including infrastructure and facilities Development of Loudon Castle and Estate should be further developed as a leisure resort (250 hectares) Further exploitation of Ailsa Craig in relation to tourism activities Development of arts, craft and cultural initiatives which stimulate interest in the work of traditional and contemporary artists operating in the region, through actions such as Trails, Open Studios, Exhibitions, Fairs and Workshops, including facilities and use of outdoor public spaces. Promotion of the natural environment in the Doon Valley for a variety of tourism activities cycling, walking etc Promotion of East Ayrshire as a cultural destination NAC / SAC NAC / SAC SAC / NAC SAC All This document was prepared by Ros Halley, Ayrshire & Arran Tourism Manager, on behalf of South Ayrshire Council, East Ayrshire Council and North Ayrshire Council; with assistance from the three planning authorities and the Ayrshire & Arran Tourism Leadership Group. March 2013 Annex A: Ayrshire & Arran Value of Tourism Annex B: Ayrshire & Arran Local Authority Plans Annex C: Map of Ayrshire & Arran 10

11 Annex A: Value of Tourism Combined Ayrshire and Arran statistics (Tourism Development Plan Scotland, Visit Scotland 2013) Worth of hospitality industry to local authority Local Authority GVA of direct/indirect/induced employment m (2005 prices) 1 Edinburgh 1405m 2 Glasgow 1328m 3 Aberdeen 643m 4 Highland 526m 5 Ayrshire and Arran 489m 6 Fife (total inc. St Andrews) 428m 7 Perth and Kinross 330m 8 South Lanarkshire 329m 9 North Lanarkshire 317m Scotland 8,564m (previous ranking South Ayrshire 11, North Ayrshire 18, East Ayrshire 25) Growth in Direct Employment to 2020 Local Authority No in direct employment 2010 No in direct employment Glasgow 35,358 42,295 2 Edinburgh 32,387 38,794 3 Aberdeen 16,703 19,715 4 Highland 13,923 16,657 5 Ayrshire and Arran 12,883 15,423 6 Fife (total inc. St Andrews) 11,260 13,464 7 South Lanarkshire ,082 8 North Lanarkshire ,810 9 Perth and Kinross Scotland 221, ,505 (previous ranking South Ayrshire 12, North Ayrshire 18, East Ayrshire 24) 11

12 Annex B: South Ayrshire Potential Opportunities South Ayrshire Theme Spatial Framework Potential Opportunity Travelling to and within Scotland Where to stay Transportation Improvements Accommodation Requirements Efforts to attract new routes to Prestwick Airport from key markets should be explored. Develop more connections with other regional airports across Europe to attract more visitors. Improvements to A77 will speed up journey times and improve the travelling experience for tourists, allowing them to visit more attractions in Ayrshire and beyond from Ireland and from central Scotland. Improvement to key road, sea and air Gateways across the region to help circulate visitors more effectively, create a better first impression, maximise stays and provide clear information. Summer fast ferry services from Troon to N.Ireland and Mull of Kintyre Development of a year-round Campbeltown- Ardrossan/Troon ferry service, opening up a SW Scotland loop to/from west coast and isles. Improvement to on-shore facilities across Ayrshire and Arran to encourage more economic activity from sailing / watersport visitors. Development of quality path and cycle routes or creation of new links which are attractive to visitors and well serviced by local accommodation, shops and eateries. Further development of Waverley Paddle Steamer as key tourist attraction and unique experience for day-trippers. Investment opportunities exist for golf related tourism accommodation at the top end of the market which builds on Scotland s position as the Home of Golf Development of smaller luxury country house hotels and associated facilities like Glenapp, Enterkine House and other former Estates. There is an opportunity for the provision of new and improvement to existing hotel accommodation within the main tourism locations 12

13 South Ayrshire Resort Conference, Exhibition and event infrastructure There is the opportunity to provide eco-friendly tourist accommodation associated with the Dark Skies and Galloway and Southern Ayrshire Biosphere and wider activities market Further development of resort-type developments, with focus on international golf tourism markets, such as China There is the opportunity to create a partnership with the University of the West of Scotland to utilise student accommodation and facilities outwith term time to provide conference opportunities within a high quality environment and or additional accommodation related to events. What to See and Do Improving attractions experiences Visitor and Development of smaller conference and event venues such as Lochside House Hotel. Development of hotel and leisure facilities at Belleisle House. Business hotel and conference/meeting facilities in close proximity to Glasgow Prestwick International Airport Opportunities for the creation of new berthing facilities and integrated marinas which include restaurant and retail development should continue to be considered. Development of new, large-scale Marina at Ayr to provide additional Firth of Clyde capacity and enhance overall tourism asset base The quality of golfing experience is internationally recognised and there is potential to further develop its attraction to merging tourist markets for playing and viewing with the Open Golf Championship in 2016 at Royal Troon. Exploit existing Burns/ Bruce heritage attractions and provide greater connected experiences across Ayrshire and Scotland along these themes. Further development of Bruce heritage 13

14 South Ayrshire Opportunities for use of the coastal areas for active and passive activities should be encouraged and promoted. Explore the potential/feasibility of extending marine notake areas Promotion of path network and where possible expansion of path network with supporting facilities at key existing rural villages to improve visitor experiences Provide further attractions along key road and path routes associated with natural, built and cultural heritage. (Indoor and outdoor activity options for tourists in close proximity). Encourage creative tourist facilities at Gateway points to increase visitor experience. Encourage tourists into town centres through providing a diverse range of shops and services. Development of existing visitor attractions to make them more suitable for new and emerging markets Creation of more on-the-go information provision across the region, in line with improvements to broadband service. Development of a Golf Development Partnership in Ayrshire & Arran, bringing benefits of collaborative marketing, sales and on-line ticketing. Creation of new Visitor Attraction signposting across Ayrshire & Arran to encourage longer stays and repeat visits. Culzean Estate development. Various improvements to galleries / museums / venue improvements across the region and further development of major events and family centred activities. Development of Gaiety Theatre, Ayr Development of additional outdoor Watersports facilities with Royal Yacht Association affiliation. Maximisation of The Open Golf Championship 2016 (Royal Troon) Active development of a long-term, significant events programme, mainly but not exclusively Golf focused 14

15 South Ayrshire Further development of Galloway and Southern Ayrshire Biosphere Development of Food Tourism initiatives to promote local produce, stimulate the evening economy and encourage repeat visits through actions such as improvement to farmers markets, food festivals, food trails, workshops, cook schools and development of local inns and eateries which enhance the visitor experience. Development of Ayr Seafront and associated town centre developments Diving opportunities around the Ayrshire Coast should be further developed Sea-angling opportunities around the Ayrshire Coast should be further developed. Marine wildlife activities should be further developed around the Ayrshire Coast. Further exploitation of Ailsa Craig in relation to tourism activities All Development of Arts and Crafts initiatives which stimulate interest in the work of traditional and contemporary artisans operating in the region, through actions such as Trails, Open Studios, Exhibitions, Fairs and Workshops. 15

16 Annex B: East Ayrshire Potential Opportunities East Ayrshire Spatial Framework Potential Opportunity Travelling to and from Scotland Where to Stay Transport Improvements Accommodation requirements Resort Development Conference, Exhibition and events infrastructure New routes to Prestwick Airport should be explored and linkages made to exploit all possible collaborations. Improvements to A77 will speed up journey times and improve the travelling experience for tourists, allowing them to visit more attractions in Ayrshire and beyond. (The TDP fails to recognise the importance of the A76 and A77/M77, which links into the wider motorway network, providing access to ferry and cruise terminals and many of other tourism attractions in Ayrshire and beyond.) Improvement to key road, sea and air Gateways across the region to help circulate visitors more effectively, create a better first impression, maximise stays and provide clear information. Development of quality path and cycle routes or creation of new links which are attractive to visitors and well serviced by local accommodation, shops and eateries. A particularly good example being the River Ayr Way. Targeted development of accommodation provision is required which is tailored for specific market opportunities. The opportunity to develop Loudon Castle and Estate (250 hectares) as a leisure resort should continue to be supported and safeguarded in the development plan. Rowallan Golf Course and Estate could contribute to being a place to stay and an attraction The TDP fails to recognise the importance of smaller venues like, Lochside House Hotel and Dumfries House for their potential as conference and event facilities; Development of Dumfries House bunkhouse & artist s studio Development of smaller conference and event venues such as Park Hotel, Kilmarnock. Development of hotel and leisure facilities at Lochside Hotel and the Dumfries Arms. 16

17 East Ayrshire Spatial Framework Potential Opportunity What to see and do Improving Attractions Experience Visitor and Potential Opportunity Development of the Dick Institute for family centred activities. Fails to recognise existing visitor attractions and their potential to grow like Scottish Cook School, in Kilmarnock. Failure to recognise the vast heritage of East Ayrshire and the tourism opportunities that can lead to future development i.e. The Barony A-Frame, Mauchline s association with Robert Burns etc. There is also no mention of the Biosphere Reserve which incorporates the Southern area of East Ayrshire. Similarly, there is no mention of the Dark Sky Observatory and the green tourism links into the Loch Doon area. Development of infrastructure to support tourism growth, including development of the Dark Sky Observatory as a visitor attraction. Development of existing visitor attractions to make them more suitable for new and emerging markets, in particular Dean Castle Country Park with its successful 4m development programme. Creation of more on-the-go information provision across the region, in line with improvements to broadband service. Build on Kilmarnock and East Ayrshire s focus as a Creative Place as a result of its recent Creative Scotland Award. Build on Kilmarnock s focus as the premier arts and entertainment centre through the success of the Palace and Grand Hall Complex. Promotion of the natural environment in the Doon Valley for a variety of activities cycling, walking etc 17

18 East Ayrshire Spatial Framework Potential Opportunity Development of Burns Monument Centre in Kilmarnock as a centre for genealogy. Development of a Golf Development Partnership in Ayrshire & Arran, bringing benefits of collaborative marketing, sales and on-line ticketing. Creation of new visitor attraction signposting across Ayrshire & Arran to encourage longer stays and repeat visits. Development of Dumfries House (outdoor activity centre/ artist s studio / gardens) Continued investment and improvement to galleries & museums, supported by major events and family centred activities. Maximisation of The Open Golf Championship 2016 (Royal Troon) Further development of Galloway and Southern Ayrshire Biosphere Development of Dark Skies concept and facilities. Development of Food Tourism initiatives to promote local produce, stimulate the evening economy and encourage repeat visits through actions such as improvement to farmers markets, food festivals, food trails, workshops, cook schools and development of local inns and eateries which enhance the visitor experience. Development of Loudon Castle and Estate should be further developed as a leisure resort (250 hectares) Development of Arts and Crafts initiatives which stimulate interest in the work of contemporary arts and crafts operating in the area, through actions such as Trails, Open Studios, Exhibitions, Fairs and Workshops. Promotion of East Ayrshire as a cultural destination. 18

19 Annex B: North Ayrshire Potential Opportunities North Ayrshire Travelling To and from Where to Stay Efforts to attract new routes to Prestwick Airport from key markets should be explored. Improvements Ardrossan and Brodick Ferry terminals, and Fairlie Quay to allow them to accommodate larger yachts / cruise boats and additional ferries. Development of new ferry links, including Campbeltown Brodick- Ardrossan would open up new loops for visitors. Brodick to Lochranza road upgrades A737 By-pass to improve journey times from Central Belt to tourist attractions in North Ayrshire. Improvement to key road, sea and air Gateways across the region to help circulate visitors more effectively, create a better first impression, maximise stays and provide clear information. Improvement to on-shore facilities across Ayrshire and Arran to encourage more economic activity from sailing / watersport visitors. Development of quality path and cycle routes or creation of new links which are attractive to visitors and well serviced by local accommodation, shops and eateries. Support the development of support facilities and infrastructure to maximise the opportunities of the Waverley Paddle Steamer along the Ayrshire coastline and islands. The Ayrshire golf and hotel development at Irvine Beach Park. Facilitate the development of more camping and caravan facilities on the islands of Arran, Cumbrae and mainland North Ayrshire. Further development of Auchrannie Resort, Arran. Development of alternative indoor and outdoor conference and event venues. Development of Ardrossan Harbour, hotel, leisure and recreational open space. 19

20 North Ayrshire What to see and do Marina operators consider number of pontoon berths may have to double within next 10 years to meet demand. Marina proposals have been identified at Irvine and Ardrossan. There are opportunities for the development of associated marine leisure activities as well as the creation of new berthing facilities and restaurant and retail development/ Links to Maritime Museum. Development of existing visitor attractions to make them more suitable for new and emerging markets. Creation of more on-the-go information provision across the region, in line with improvements to broadband service. Yes Development of a Golf Development Partnership in Ayrshire & Arran, bringing benefits of collaborative marketing, sales and on-line ticketing. Support the development of special project tourism signposting such as scenic route signing, key attraction signing. Development of Largs Area Sailing Group to develop Marine Tourism. NTS Signature Project to look at the development of Brodick Castle, Estate, Glen Rosa and Goatfell. Prioritise and support the development of visitor attractions facilities to make venue improvements. Development of Scottish Maritime Museum and completion of the Linthouse Redevelopment. Sustainable development of the Scottish Sailing Institute and Largs Sailing Club sites. Development of additional outdoor watersports, adventure and activity facilities. Maximisation of The Open Golf Championship 2016 (Royal Troon). Development of facilities and infrastructure for Food Tourism initiatives to promote local produce, stimulate the evening economy and encourage repeat visits through actions such as improvement to farmers markets and food trails. Development of Eglinton Country Park, and camping and caravanning facilities. Sea Diving opportunities around the coasts of the islands of Arran and Great Cumbrae and in the along the Ayrshire coast should be further developed. 20

21 North Ayrshire Development of infrastructure and facilities to support sea angling and fishing tourism opportunities, such as harbours and jetties. Development of infrastructure and facilities to support marine wildlife tourism should be further developed around the Ayrshire coast. Development of Arts and Crafts initiatives, facilities and the use of outdoor public spaces which stimulate interest in the work of traditional and contemporary artisans operating in the region, through actions such as Trails, Open Studios, Exhibitions, Fairs and Workshops. Maximisation of opportunities linking to Clyde Muirshiel Park and North Arran National Scenic Area. 21

22 Annex C: Map of Ayrshire & Arran Please note: Illustration of key routes and Dark Skies Park only. Additional tourism features such as National Scenic Areas, Sea access points, Biosphere etc could be added to this map to provide a more comprehensive illustration of tourism assets in the region. 22