PERTH AND KINROSS COUNCIL 4 09/494 Enterprise and Infrastructure Committee 4 November 2009 STRATEGIC PRIORITIES FOR TOURISM AND AREA TOURISM PARTNERSHIP ARRANGEMENTS Report by Depute Director (Environment) This report outlines the national review of Area Tourism Partnerships in Scotland, the current partnership arrangements for Perth and Kinross and proposes a refreshed approach to industry engagement, partnership working and the strategic priorities to deliver growth in the value of tourism to the local economy. RECOMMENDATIONS The Committee is asked to: i) In light of the national review of Area Tourism Partnerships, approve a consultation and review of the Perthshire Area Tourism Partnership and the strategic direction for tourism development in Perth and Kinross in order to effect a step change in tourism performance. ii) Instruct officers to bring a further report to the Enterprise & Infrastructure Committee, in late spring, on the outcome of the review and recommending the future format and functions of the Perthshire Area Tourism Partnership. BACKGROUND 1. Area Tourism Partnerships (ATPs) were established in 2005 following the dissolution of the Area Tourist Board network in Scotland to take forward local tourism priorities in an integrated manner. VisitScotland took the lead in establishing a network of ATPs across the country with the purpose of developing tourism at the local level to contribute to the overall industry strategic ambition of growing the value of the sector by 50% by 2015. ATPs were seen as a key output from the VisitScotland network integration project and these local partnerships were intended to be action oriented, comprising public and private sector representatives including tourism operators, local tourism groups, local authorities, the Scottish Enterprise network and VisitScotland. 2. The key objective of each ATP was to produce a local tourism strategy and action plan, in line with the national strategic priorities within the Tourism Framework for Change. The ATPs were to monitor the progress of the actions detailed in their plans, ensuring that these supported the overall objectives of the national strategy. 1
NATIONAL REVIEW OF AREA TOURISM PARTNERSHIPS KEY FINDINGS 3. The Scottish Tourism Forum (STF) is an independent industry body which has undertaken a review of the Area Tourism Partnerships in Scotland and their value as part of the Tourism Framework for Change Strategy in delivering growth in the value of tourism. 4. Concerns had been raised over the ability of ATPs to deliver a local strategy and exert influence of the growth agenda. The review set out to probe whether what ATPs were initially tasked with doing remained relevant given the changed public sector support arrangements and the current economic climate and what progress ATPs were making. 5. Although STF is still to conclude its review, the early conclusions from consultations are that the ATP network in Scotland is not working. Key findings include: There is uncertainty over the role and remit of an ATP. While ATPs have strategic purpose, communications and lack of industry engagement undermine this. There is a distinct lack of awareness of the ATPs within the wider tourism industry. While they are valued for networking and information exchange there is little consistency of approach across the country in terms of activities and resources. There is a creeping apathy towards the ATPs due to the number of groups, organisations, and local forums that exist. The growth agenda as set out in national (and local) strategies is not given a consistent level of priority by the ATP network and that this does not fit easily from a national strategic perspective. Opportunities are lost in terms of strong local partnership working and in maximising the economic benefits to the local area and ultimately to the overall contribution to the economic performance of Scotland. 6. The STF review of ATPs recognises the importance of Community Planning Partnerships (CPP) in delivering against local and national priorities through the Single Outcome Agreements. In turn, there is acknowledgement of the important role of local authorities in co-ordination and helping to reduce a cluttered landscape. Accordingly, the initial recommendation from the STF review is that the current network of operation of ATPs in its current form is discontinued and each of ATPs is reformed under the Community Planning Partnerships. 7. With regards to local arrangements, the Perthshire Area Tourism Partnership does have an explicit link to the Community Planning Partnership through the Economic Partnership. However, this link is not as strong as it could be and there is little awareness within the ATP membership of this direct connection to the CPP and the Single Outcome Agreement. 2
THE PERTHSHIRE AREA TOURISM PARTNERSHIP 8. At its inception, the remit of the Perthshire Area Tourism Partnership was to: Prepare a 3-year Area Tourism Action Plan outlining objectives, targets and priorities for tourism in Perth and Kinross. This Area Partnership Plan will link into the delivery of national tourism objectives and will identify lead bodies and resources for priority activities. Review and update the Area Tourism Partnership Action Plan on a sixmonthly basis. Monitor the performance of tourism in Perth & Kinross. Act as a forum for the exchange and dissemination of experience, knowledge and best practice. Act as a forum through which private sector businesses can raise issues and concerns with public sector agencies. 9. The Perthshire Area Tourism Partnership currently operates more as a forum for discussion rather than an advisory body to monitor the development, implementation and progress of the local tourism strategy and action plan. The ATP does not have a profile with the industry and there is no formal process for communication with the tourism industry. 10. VisitScotland provides the secretariat and administrative support to the Perthshire ATP. However, since the establishment of the ATP there have been significant changes in the operational focus for both VisitScotland and Scottish Enterprise. There were initially 9 members of the Tourism Partnership: 3 elected members of Perth & Kinross Council 3 private sector tourism representatives 1 Scottish Enterprise Tayside representative 1 VisitScotland representative 1 Perth College representative 11. The membership arrangements state that the private sector tourism representatives will be elected by the chairs of the 9 recognised local Area Tourism Action Groups (tourism associations) in Perth and Kinross. In practice, there appears to be inconsistency and a lack of clarity in terms of representation from the tourism associations and limited representation by sectoral interest. NEW APPROACH WITHIN PERTH AND KINROSS 12. The new Economic Strategy and Recovery Plan highlights the importance of tourism to the local economy, currently worth an estimated 422 million to the Perth and Kinross economy and supporting around 8,000 jobs, or 13% of employment. Tourism has been identified at a strategic level as a key sector for growth and with ambitious targets for growing the value of tourism by 50% by 2015 it is time to review the Perthshire Area Tourism Partnership and 3
develop a more robust mechanism to drive tourism development and the marketing of the area. Scottish Enterprise has indicated its ambition to support the development of a destination management organisation (DMO) for Highland Perthshire. Consequently, this issue and the relationship to any such organisation to the Perthshire ATP also needs to be considered particularly given the geographic focus of the local tourism associations. Local tourism associations have an important role in delivering activities for their locality but the risk exists that the approach to tourism in Perth and Kinross becomes fragmented. 13. It is acknowledged that given the apparent lack of industry engagement with ATPs generally across Scotland there will be a challenge in revitalising the Perthshire ATP and while local tourism associations exist in Perthshire there will remain a focus on local matters within industry groups. Nevertheless, the opportunity presents itself to align the Perthshire Area Tourism Partnership more closely with the Economic Partnership and the Community Planning Partnership with the strategic approach refreshed and stronger reporting to the CPP through the Economic Partnership. In practice, this will mean a consistent focus by the ATP on the strategy and action plan and the monitoring of local tourism performance. NEXT STEPS 14. The Economic Forum will consider the subject of the ATP at its meeting on 6 November, at which the Chief Executive of the Scottish Tourism Forum will present on the national review. It is proposed that there is a consultation and review of the working arrangements of the Perthshire Area Tourism Partnership with a view to revitalising its role in driving forward tourism and strengthening the link to the Economic Partnership. The composition of the ATP should be revised to reflect a broader community of interests, to include wider sector representation and potentially agencies such as Scottish Natural Heritage, Historic Scotland and Perth and Kinross Countryside Trust. With regard to governance arrangements, the issue of representation by local tourism associations would be addressed and the term of office for the chair and industry representatives formalised through the adoption of new operating guidelines. 15. There is clearly an opportunity not only to re-vitalise the Perthshire Tourism Partnership but to revisit the tourism strategy and action plan for Perthshire in order to align with the national strategy and re-focus resources and energies at a time of pressure on public finance. In terms of strategic priorities for the Council, it is proposed that these should cover three broad areas: Events further developing the economic impact of major events to the area including improved business linkages Rural tourism development continuing the ERDF supported tourism project, in partnership with Angus Council, which focuses on activities, food and drink, ancestral and environmental tourism Perth city centre developing the visitor and retail offering of Perth 4
16. It is proposed that there is a report to a future Enterprise and Infrastructure Committee on the outcomes from consultation and recommendations as to the future format and functions of the Perthshire Area Tourism Partnership. CONSULTATION 17. The Executive Director (Corporate Services) has been consulted in the preparation of this report. RESOURCE IMPLICATIONS 18. The proposed review and consultation will primarily involve staff and therefore any costs relating to the proposals in this report will be contained within the 2009/10 Economic Development Revenue Budget. COUNCIL CORPORATE PLAN OBJECTIVES 2009 2012 19. This report supports the following Corporate Plan Objectives: (i) (ii) A Safe, Secure and Welcoming Environment A Prosperous, Sustainable and Inclusive Economy EQUALITIES ASSESSMENT 20. The function, policy, procedure or strategy presented in this report was considered under the Corporate Equalities Assessment Framework and assessed in relation to the Race/Disability/Gender Equalities Assessment. Consequently the following points were identified for action: Future development of the area tourism partnership strategy and action plan for Perth and Kinross will ensure that equality groups are considered and catered for in the context of tourism development STRATEGIC ENVIRONMENTAL ASSESSMENT 21. Strategic Environmental Assessment (SEA) is a legal requirement under the Environmental Assessment (Scotland) Act 2005 that applies to all plans, programmes and strategies, including policies (PPS). The matters presented in this report were considered under the Environmental Assessment (Scotland) Act 2005. No further action is required as the report does not qualify as a plan, programme or strategy as defined by the Act and is therefore exempt. CONCLUSION 22. This report describes the outcomes of the national review of Area Tourism Partnerships in Scotland and the implications for local tourism partnership arrangements in Perth and Kinross. It is evident from the national and local perspective that the ATP network is not delivering in relation to driving tourism growth at the local level. Tourism is a key sector for the local economy and at 5
a time of recession it has been identified as a priority area and one that has genuine growth potential. Accordingly, it recommended that there is a refreshed approach to the Perthshire Area Tourism Partnership and that the Council co-ordinates a consultation and review of partnership working in order that a real step change can be achieved and a more robust mechanism, in the context of community planning arrangements, emerges to guide tourism development for Perth and Kinross. JIM VALENTINE DEPUTE DIRECTOR (ENVIRONMENT) NOTE No background papers as defined by Section 50D of the Local Government (Scotland) Act 1973 (other than any containing confidential or exempt information) were relied on to any material extent in preparing the above Report. Contact Officer: Alan Graham, 01738 477951 AGraham@pkc.gov.uk Address of Service: 5 High Street, Perth PH1 5JS Date of Report: 23 September 2009 If you or someone you know would like a copy of this document in another language or format, (on occasion only, a summary of the document will be provided in translation), this can be arranged by contacting Alma Murray, Equalities Assistant on 01738 476558 or TESEqualities@pkc.gov.uk Council Text Phone Number 01738 442573 6