Cairngrms Natinal Park Turism Marketing Strategy June 2004 1
Cntents Page Marketing Strategy Intrductin & Backgrund 3 The Turism Visin fr the Future 3 Overall Objective f the Marketing Strategy & Key Aims 4 Strategic & Plicy Cntext 5 Turism Market - Key Issues 6 SWOT Analysis 8 Delivery f the Key Aims 9 Mnitring Success 10 Appendices Appendix 1: Stakehlders in the Cairngrms Natinal Park 11 Appendix 2: ATB Strategies 13 Appendix 3: Cairngrms Natinal Park Access t & Bundary Map 14 Appendix 4: The Market 15 Appendix 5: Cnferencing Facilities 20 Appendix 6: MBSE Highland Visitr Survey 21 Appendix 7: Angus and Dundee, Summary f Visitr Survey 22 Appendix 8: Aberdeen and Grampian Summary f Visitr Survey 23 Appendix 9: Cmpetitr Analysis 24 Appendix 10: Future Trends 27 Appendix 11: Lwland Market Research Summary 29 Appendix 12: ATB Marketing Activity 32 2
Intrductin Intrductin The primary audience fr the Turism Marketing Strategy are the Natinal Park Bard & Authrity staff, elected representatives and decisin makers thrughut the Park, and all stakehlders wh may be directly affected and have a rle t play in its implementatin. This is a dynamic dcument which will be reviewed and updated taking int accunt changes in the natinal turism structure, develpments n sustainable turism, and as a result f increased knwledge frm market research. Area Cntext The Cairngrms Natinal Park was established in March 2003 by the Scttish Parliament, and assumed its peratinal pwers n September 1. It encmpasses 1,467 sq miles, and is the UK s largest Natinal Park. Gegraphically its stretches frm Grantwn n Spey in the west t the Angus Glens in the east, frm Ballater in the nrth t Dalwhinnie in the suth. Stakehlders The stakehlders within the Cairngrms Natinal Park bth epitmize its diversity, and the pprtunities ffered by cllabratin thrughut the Park. In rder t assist the Natinal Park Authrity in effectively develping, prmting and marketing the area, the Turism Develpment Wrking Grup was established, by the Park Authrity, t bring tgether varius interests and drive frward psitive develpments and imprvements in turism in the area. The Grup cmprises representatives frm a wide range f key rganisatins, including the current three area turist bards, VisitSctland, representatives frm lcal turism businesses and cmmercial cncerns, envirnmental rganisatins, gvernment agencies, lcal authrities and cmmunity grups, each with an interest in turism and an influence in the future f the Park. A full list f stakehlders and their respective rles in turism is at Appendix 1. The Turism Visin fr the Future The visin fr the future f turism in the area is t:- Establish the Cairngrms as ne f the mst spectacular Natinal Parks in the wrld with a reputatin fr superb visitr facilities and services, and access t a landscape f unrivalled natural beauty in which businesses can flurish in harmny with the natural envirnment. 3
Overall Objective f the Turism Marketing Strategy T develp a wrld class brand and marketing strategy which cntributes t the sustainable year rund ecnmic prsperity f the area, fr the benefit f all thse wh live, wrk and enjy the area, primarily thrugh the attractin f visitrs wh recgnise the quality f the natural envirnment and the incredible diversity f the prduct the Cairngrms Natinal Park. Key Aims f the Strategy Sustainable turism is the verarching framewrk fr turism in the Cairngrms, which the Park Authrity is striving t develp and imprve further. The Turism Marketing Strategy is set within this cntext, with the key aims f the Strategy being t:- Utilise the pprtunities created by the designatin f the Cairngrms as a Natinal Park t psitin the area as a quality destinatin fr all t enjy. Encurage bth new and returning visitrs t cntinue returning t the area, thrughut the year either n a mre frequent r lnger stay basis. Ensure that all marketing activity is delivered in an integrated and crdinated way, thereby maximising the area s ptential. All f which will take due regard f the fur main aims f the Cairngrms Natinal Park, namely:- T cnserve and enhance the natural and cultural heritage; T prmte the sustainable use f the natural resurces f the area; T prmte understanding and enjyment (including enjyment in the frm f recreatin) f the special qualities f the area by the public; T prmte sustainable, scial and ecnmic develpment f the cmmunities f the area. Natinal Parks (Sctland Act) 2000 4
Strategic & Plicy Cntext The Turism Marketing Strategy has been prepared taking cgnisance f the fact that there are ther marketing and develpment agendas t be taken int cnsideratin, nt least Visitsctland and the three Area Turist Bards, and they have a direct r indirect influence n the viability and success f initiatives prpsed. Sustainable Turism The Eurpean Charter fr Sustainable Turism seeks t balance a market led apprach t develpment and marketing activity, within designated prtected regins acrss Eurpe, such as the Cairngrms, with the need t enhance the quality f life f thse wh live, wrk and spend their leisure time there, and the cnservatin and enhancement f the natural and cultural heritage f the regin. The sustainable turism apprach means seeking harmny between ecnmic, envirnmental and scial aims. In Natinal Parks and ther prtected areas, sustainable develpment prgrammes demnstrate the desire t prmte ecnmic develpment 1. The Cairngrms Natinal Park is currently pursuing the adptin f the Charter, which will require stakehlders t develp a greater understanding f sustainable develpment as a tl fr ecnmic grwth. The prcess f develping and implementing the Charter will prvide stakehlders in the Park with this understanding. The UK Turism Structure VisitBritain As the UK appinted frmer British Turist Authrity, VisitBritain has a remit t prmte Britain t an internatinal audience. The Cairngrms Natinal Park is included within the prduct prtfli f Britain s Natinal Park s. VisitBritain are currently cnsidering, in cnjunctin with the Assciatin f Natinal Park Authrities (ANPA) hw best t effectively market all f the UK s Natinal Parks and the Cairngrms will be kept up t date n develpments. VisitSctland VisitSctland exists t supprt the develpment f the turism industry in Sctland and t market the cuntry as a quality destinatin. As ne f tw Natinal Parks in Sctland, the Cairngrms Natinal Park is part f the VisitSctland prtfli bth as an destinatin in its wn right and thrugh the prmtin f turism businesses within the Park. The rganisatin has a direct invlvement in marketing the Park. Lcal Area Structure Currently there are three area turist bards directly invlved in the prmtin f turism within the Park. These are Aberdeen and Grampian Turist Bard (AGTB), Angus & Dundee Turist Bard (ADTB),Highlands f Sctland Turist Bard (HOST). This will change in April 2005, with the ATB structure replaced in the Cairngrms area by three hubs f VisitSctland. Stakehlders In establishing the Turism Develpment Wrking Grup, the Natinal Park Authrity has drawn tgether representatives frm all aspects f the turism industry t wrk tgether fr the cllective benefit f the area as a whle. 5
The Turism Market Key Issues Scttish Turism Market Market research (available n www.sctexchange.net) has highlighted ptential pprtunities fr the Cairngrms in attracting identified natinal niche markets t the area. These include recreatinal niche markets such as walking, cycling, skiing & fieldsprts, ther activity based hliday markets, and the shrt breaks market. Predictin f future trends suggests that Sctland s visitr prfile will cntinue t mature, but will becme mre educated and affluent. They are increasingly active, well travelled and have high expectatins f custmer service and value fr mney. In depth analysis f future trends is at Appendix 10. The Cairngrms Turism Market The interim results f the Cairngrms Visitr Survey (2003-2004) prvides the mst up t date infrmatin n visitrs t the Park as a whle, where they cme frm and why they cme t the area. There are a high number f visitrs wh return t the Cairngrms n a regular basis. 80% f visitrs are frm the UK, 48% f whm are frm Sctland, with the main visitr grup being tw adults n hliday. Overseas visitrs accunt fr the remaining 20%. The percentages and rigins f these visitrs varies thrughut the Park area. A full breakdwn f the turism market in the Cairngrms is at Appendix 11. Existing Cairngrms Marketing Activity Currently three Area Turist Bards seek t attract visitrs t their respective areas within the Cairngrms Natinal Park as part f marketing effrts. Infrmatin n the number f visitrs, the number f bed nights and the visitr spend fr each area as a whle shws that turism in each area is f significant ecnmic value t the area. These three areas receive 5.3 millin turist trips, 20.3 millin bednights and a visitr spend f 1,054 millin. There is a need fr this infrmatin t be available specifically fr the Natinal Park area, and wrk is required t deliver this infrmatin. Mre infrmatin per ATB area is at Appendix 12. Quality Service Dramatic muntain scenery, diverse wildlife, engaging heritage and culture, and an array f excellent amenities set a standard, but they d nt set apart a destinatin in the mdern market place. Fr the visitr t chse, there is a need t ffer a unique verall experience. This sits well with the sphisticated mdern visitr, seeking t enjy maximum benefit frm minimum preparatin. It is prviding this level f wrldclass service that will set the Park apart within the glbal market place. There is a need t ensure that the quality f service thrughut the Park in all aspects f turism matches the quality f the envirnment. The Cmpeting Market Place There are significant changes in the market:- Cmpetitin is in a glbal market place and as such there is a need t prvide differentiated infrmatin, t make it easy fr the custmer t bk and t prvide wrld-class service at the destinatin. The increasing cmpetitin in the marketplace tgether with the increasing sphisticatin f cnsumers is resulting in cmplex turism prducts. 6
Cllabratin between private firms and private and public rganisatins enhance the ability t develp and prmte such prducts. The demand fr visitrs lking fr new experiences is grwing. Repeat custmers and friends and relatives being advised t cme prvide the largest surce f visitrs. Cmpetitrs With ever-greater ease f travel, visitrs cntinue t braden their hrizns. The turism market is n lnger cnfined t natinal bundaries. The Cairngrms Natinal Park is cmpeting in a glbal market place, where attractin is judged against the rest f the wrld. Thugh the Park has many exemplary qualities, its attributes are matched r exceeded, in sme ther accessible part f the wrld. Amenity therefre will n lnger be enugh t guarantee visitrs. Research shws that the cmpetitive edge is maintained by placing significant emphasis n enhancing the verall experience f the turist. The Cairngrms main cmpetitrs are ptentially identified as ther scenic, icnic parts f Sctland such as Lch Ness & Skye, ther UK Natinal Parks in particular Lch Lmnd & the Trssachs; activity based hlidays thrughut the UK (with particular attentin t marketing activity in the Frt William area), and in an internatinal cntext, Ireland and Wales as turism destinatins. A breakdwn f cmpetitr analysis is at appendix 9. Year Rund Destinatin Gegraphically, the attractin f the Cairngrms Natinal Park is diverse. The muntainus west gives way t the valley glens f the suth, and the flatter, rural landscapes f the east and nrth. The resulting visitr prfile is greatly influenced by this diversity, but is als significantly shaped by the seasnal prfile. Visitr numbers peak in the summer. Winter sprts enthusiasts bst visitr numbers in the muntain areas arund the Cairngrms Massif, including the three ski areas in the Park. Leisure walkers tend t prefer the lnger days f late spring, summer and int early autumn, with the Angus Glens ppular at these times f year. Unsurprisingly, family visits fllw a pattern reflected by the schl hliday calendar. Mature cuples, thse taking weekend breaks and verseas visitrs might be expected in relatively cnsistent numbers thrughut the whle f the recgnised turist seasn. The Cairngrms has the ability t be a year rund lcatin and the lengthening f the seasn t encurage visitrs in the shulder mnths is a key issue fr the Turism Marketing Strategy t address. Prducts f the Park The Turism Marketing Strategy seeks t add value t prducts and services that are special t the Park, by establishing and prmting the image f the Park and encuraging partnerships within the Park. By wrking tgether, prducers, distributrs and retailers can add value by guaranteeing a range f prducts and fdstuffs as riginating frm the Park, perhaps with breeding r harvesting in traditinal ways t further differentiate and emphasise the quality. A selectin f prduce already exists which with supprt wuld be suitable candidates t brand as Prduce f the Park. 7
SWOT Analysis The results f the SWOT analysis f the Park as a turist destinatin prvides key indicatrs fr the delivery f the key aims f the Strategy. Strengths An utstanding natural clean fresh envirnment, with natural beauty and pen spaces Natinal Park designatin Diverse range f year rund utdr activities which can be easily accessed Wildlife in its natural envirnment Large cluster f varied visitr attractins Highland Games Ryal Deeside Weaknesses Lack f integrated visitr infrmatin that is available and the infrmatin that is needed. Variable standards f quality and service Lack f wet weather facilities Pr public transprt infrastructure in and arund, and t the Park Shrtage f evening entertainment & early clsing f catering utlets Lack f staff accmmdatin Opprtunities Redevelpment f Aviemre Develp & encurage quality standards fr the Park t imprve visitrs experience Develp the Cairngrms Natinal Park Brand as a strng brand Develp c-rdinatin and cllabrative thinking t develp infrmatin n inclusive accmmdatin / activity packages and market them Develp the turism ptential f the area s cultural heritage Imprve integrated infrmatin & interpretatin prvisin Capitalise n the grwth in interest in the envirnment Develp turism best practice, drawing n experiences elsewhere Imprve the envirnmental perfrmance f businesses and market this aspect Threats N effective cllabratin Ptential envirnmental damage due t inadequate management Climate Change Ersin f plitical supprt fr Natinal Park principles Inadequate funding 8
Delivery f the Key Aims The Turism Develpment Wrking Grup will lead the implementatin f the Turism Marketing Strategy, frming a variety f sub grups as necessary, with the Natinal Park Authrity acting as c-rdinatr f all activity. All f these aims will nly be effectively delivered thrugh a cllabrative apprach, with all stakehlders wrking with the Natinal Park Authrity t ensure its successful implementatin. Branding Develp a strng brand fr the Cairngrms that presents a cherent image t visitrs and cntributes t the ecnmic prsperity f the area. A Brand identity must be agreed and develped, cnsistent with custmer trends. The elements and temperament f the Brand building campaign must be defined and a launch prgramme fr the Brand agreed. The Cairngrms Brand will seek t prvide a chesive image fr the area as a whle within which existing and ptentially new strng brands will cntinue t develp and evlve. Cmmunicatins: Cnsumer Utilise the pprtunities created by the designatin f the Cairngrms Natinal Park t psitin the area as an attractive destinatin t visit. With ever increasingly expectatins by the visiting public, the regin must be seen t mve with the times and prvide a mdern and sphisticated experience. Make all visitrs aware that they are in a Natinal Park and engage visitrs in caring fr the Natinal Park thrugh appreciatin and understanding f the indigenus nature, heritage and culture. Rutes crss the Natinal Park, s many peple therefre will visit the Park withut necessarily realising s. The creatin f a sense f arrival at entry pints, such as railway statins, radside service statins and significant settlements in the Park, is imprtant. The values f the Park must be cmmunicated in clear, cncise terms. The use f interpretatin will seek t further strengthen the bnd between the gegraphy and the designatin f the Park. Cmmunicatins: Stakehlders Create a cmmunicatins plan t engage with key persnnel t infrm and cmmunicate infrmatin relating t the Natinal Park and raise awareness f the Park s brand values the new brand image and pprtunities t use it. There is need fr cherent advice and infrmatin fr Park visitrs. Cmmunicating this infrmatin and encuraging pan park familiarisatin is a key factr in strengthening relatinships within the park area. The resurces devted t develping bth the brand and the marketing plan will be best utilised if they are intrduced bth t the business and wider cmmunity and the identified target markets. Cmmunicatins will frm a key part f the Actin Plan. 9
Market Research * Undertake cmprehensive market research, t understand custmer expectatins and indicatrs fr future develpment. Custmers f the Park are likely t have diverse wants and needs. In depth infrmatin therefre needs t be gathered t understand, meet, and hpefully exceed these expectatins. Analysing custmer feedback, balanced with infrmatin n future trends will ensure that the custmer is better understd and future marketing initiatives can be tailred accrdingly. Prduct Develpment * Encurage, develp and prmte pprtunities, new prduct develpment and services that meet custmer needs and which are cnsistent with Park heritage and envirnmental values. The sustainable develpment f market led prduct develpment shuld be encuraged and supprted thrughut the Park. Quality Service Standards * Prvide visitrs with a wrld class experience which cmpetes within the wrldwide market place and which encurages return visits and recmmendatins t friends and relatives. Numerus surveys shw that wrd f muth recmmendatin carries the highest level f trust in ptential visitrs. The emerging culture needs t be ne that values individual visitrs as a ptential lead t the next. Custmer care is vital therefre in encuraging bth repeat and new turism activity in the area and initiatives aimed at develping and imprving the quality f service thrughut the Park shuld be supprted. Partnership Apprach * Cllabratin thrughut the Park, n marketing initiatives, infrmatin sharing and mutual reslutins t shared cncerns. Existing initiatives are develping which fster cperatin within the Park area. These shuld be enabled t cntinue t develp. The Turism Develpment Wrking Grup bradly represents all sectrs f the industry, within the Park area, and prvides a basis fr discussin & develpment. The Cairngrms Chamber f Cmmerce ffers a representative frum fr any cmmercial cncern lcated in the Park bundary. Outwith the Park bundary, there is a need t engage with natinal rganisatins and initiatives t ensure effective cllabratin pprtunities are maximised. Mnitring Success Apprpriate indicatrs and targets will be develped against individual prgrammes and initiatives within the Turism Marketing Strategy Actin Plan. The verall perfrmance f the Strategy will be mnitred as part f the Sustainable Turism Strategy and Actin Plan. It is imprtant t nte that these specific aims, whilst being integral t Natinal Park s marketing effrt, actually have brader turism develpment implicatins. They will be central themes within the Park s Sustainable Turism Strategy and Actin Plan, being develped as part f the prcess f attaining the Eurpean Charter fr Sustainable Turism. 10
Appendix 1 Stakehlders in the Cairngrms Natinal Park Stakehlders have a direct interest, financial r idelgical, in the affairs f the cnstituent bdy. Similarly, they can be directly affected by the bdy s actins. T illustrate that, a graphic representatin belw, utlines stakehlders in the Cairngrms Natinal Park. 3 Area Turist Bards Chambers f Cmmerce Public Agencies Business Cmmunity Natinal Park Authrity (TDWG) Land wners, managers & users Lcal Cmmunity Visit Sctland Stakehlders in the Natinal Park represent the cmplete gathering f cmmercial cncerns, public bdies and cmmunities with interests within its bundaries, either benefiting frm and/r cntributing t the amenity f the Park. Its credibility as a prduct depends very much n adptin by this cllective bdy. This adptin will greatly increase the visibility f the Park, and help achieve sustained and desired ecnmic grwth thrugh all sectrs f cmmunity cmmercial life. Because f the ecnmic prfile f the regin, many stakehlders fall within the turism industry. It is thrugh sme part f this industry that visitrs will, in the main, experience the amenity f the Park. Thugh already ppular, the imprtance cnferred by natinal park designatin places Cairngrms higher n the turism agenda. The Cairngrms Natinal Park shuld play a greater future rle in the industry s prmtin at all levels thrugh VisitBritain, VisitSctland and the three Area Turist Bards. Hwever, many ther aspects f cmmercial and cmmunity life have a psitive impact n the amenity f the Park, and cntribute t its unique essence. Similarly, the grwing reputatin f the Natinal Park ffers an pprtunity t their wn business prmtin t share in the raised status that designatin cnfers. 11
Businesses in all sectrs f cmmerce stand t gain frm ecnmic grwth brught abut by successfully marketing the Park. Therefre their adptin and cllabratin is als sught. Estate management, agricultural cncerns, envirnmental agencies and cnservatin bdies all play a part in shaping the land and flra that cnstitutes the Park, and all have an pprtunity t express their invlvement thrugh their wn marketing. Large estates, are active in land, wildlife and visitr management, and play an imprtant rle in emplyment and the greater Park ecnmy. Much f the land enjyed as a visitr amenity is als under agricultural use. While farm managers may deal directly with the Natinal Park, r in many cases deal directly with visitrs thrugh their wn businesses, the gvernment agency fr farming supprt, the Scttish Executive Envirnment and Rural Affairs Department, will als be invlved in matters arising which may impact n the Park. Similarly, the plices f agencies such as Frest Enterprise, Scttish Natural Heritage and the Deer Cmmissin fr Sctland can make tangible changes t the Park amenity. There are therefre bvius cnsumer marketing pprtunities fr the majrity f stakehlders, each f whm shuld be encuraged t embrace the Park as an additinal marketing tl, and they shuld be encuraged t participate in the cllabrative marketing f the Park as a prduct. Organisatins that are stakehlders include:- The Cairngrms Natinal Park Authrity VisitSctland Highlands f Sctland Turist Bard Aviemre, Badench, Strathspey and Cairngrms (ABSC) Marketing Grup Aberdeen and Grampian Turist Bard Angus and Dundee Turist Bard Highlands and Islands Enterprise Mray, Badench and Strathspey Enterprise Scttish Enterprise Grampian Scttish Natural Heritage Scttish Rural Prperty Business Assciatin The Highland Cuncil The Mray Cuncil Aberdeenshire Cuncil Angus Cuncil Histric Sctland The Frestry Cmmissin Ryal Sciety fr the Prtectin f Birds Crfters Cmmissin The Deer Cmmissin Cmmittee f Deer Management Grups Scttish Water Scttish Envirnment Prtectin Agency (SEPA) Cairngrms Agricultural Frum Natinal Farmers Unin Highland Building Preservatin Trust Braemar & Cairngrms Muntain Rescue Teams Speyside Way Management Cmmittee Braemar Turism Grup Ballater Ryal Deeside Ballater Business Assciatin Cairngrms Chamber f Cmmerce Cairngrms Attractins Grup 12
Appendix 2 ATB Strategies Aberdeen and Grampian Turist Bard is required t achieve sustainable grwth, value and share f the turism market, all year rund. T build wrld class experiences and service levels fr its target custmers, and make a step change in the regin s perfrmance as a lcal turist ecnmy. Angus & Dundee Turist Bard states that it will be a driving frce fr the develpment and prmtin f turism in Dundee and Angus. It will seek t increase visitr numbers and visitr expenditure, creating emplyment and imprving the perfrmance f the turism industry thrughut the area." Highlands f Sctland Turist Bard (HOST) is bliged t lead, enable and supprt the Highland turist industry t expand its ecnmic significance in a cmpetitive wrld market. 13
Appendix 3 Cairngrms Natinal Park Access t the Park & Bundary Map Access t the Park Access t the area is mainly by car with 86% f thse wh cme t the area arriving in this way. Sme entry pints, ntably frm the head f the Angus Glens, are nly accessible n ft. Natinal Access Mst f Sctland s ppulatin is within a three hur drive f the Park. The majr ppulatin centres f Edinburgh and Glasgw, with their internatinal airprts have gd rad and rail links t the Park. A tw hur drive puts Aberdeen, Angus and Dundee, Stirling, Fife and the Rsyth Superfast Ferry terminal all within reach. Visitrs can access the Park thrugh Sctrail and GNER train services frm all principal statins in Sctland, althugh nly arund 1% f visitrs currently use this ptin. Rail services pass thrugh the western edge f the Park, including a direct day and an vernight rail service frm Lndn. Internatinal Access The main air gateways t the Park are thrugh Inverness, Aberdeen, Edinburgh and Glasgw and are imprtant access pints fr verseas visitrs and thse frm the suth f the UK. Prestwick airprt, with transatlantic, charter and lw-cst carriers, and the nrthern reaches f the M74 / M6 mtrway netwrk als lie within a fur hur drive. The cmfrtable Superfast Ferry service, delivers several hundred passengers daily frm Zeebrugge t Rsyth in Fife, which prvides a further easy access starting pint frm which Eurpean visitrs can t visit the Cairngrms. 14
Appendix 4 The Market Key factrs such as the natural envirnment & habitat, the areas cultural & heritage, its cmmunities, the turism infrastructure and the ability f the area t be a year rund destinatin are all linked and are interdependent n ne anther, as the diagram belw highlights: Natural Envirnment & Habitat Cmmunities Culture & Heritage Turism Infrastructure Year Rund Lcatin Ptential Niche Markets fr the Cairngrms Natinal Park Walking Walking is an extremely diverse market and cvers lw recreatinal walking, hill waking, distance walking, climbing and rganised walking hlidays, and the indicatins are that this market will remain strng in the cming years as visitrs lk fr hlidays that are an escape frm day t day life. Demand cmes frm a brad sectin f the ppulatin; hwever, such hlidays appeal mst t peple travelling withut children. That is, either adults yet t start a family r thse whse children have left hme. Firmly established as the UK's number ne pastime, walking accunts fr almst a fifth f Sctland's turist expenditure. Walking is shwn t be a key influence fr visitrs chsing t visit the Cairngrms Natinal Park, with 13% f visitrs citing that the mst imprtant reasn fr visiting the Cairngrms was walking/hill walking. The imprtance f walking within the Natinal Park is further highlighted by the fact that 33% f visitrs t the Cairngrms area take part in hill walking, 30% in lw level 15
CAIRNGORMS NATIONAL PARK AUTHORITY waking (2 miles +) and 20% in lw level walking (less than 2 miles) (Lwland Market Research, 2003). Acrss the UK, hlidays where the main purpse f the trip was walking accunted fr 300,000 trips, generating 2 millin bednights and arund 68 millin f expenditure. Tw thirds f visits came frm England and arund a third frm Scttish residents. Althugh this was nt their main reasn fr visiting Sctland, 39% f verseas visitrs participated in sme frm f walking, hiking, rambling r rienteering. Assuming that the expenditure and trip patterns f the verseas walker are similar t the general verseas visitr, this wuld equate t 800,000 trips - generating 7.6m bednights and almst 370m. Accrding t the 2002/2003 Highland Visitr Survey 45% f visitrs t the MBSE area tk part in lw level walking f 2 t 8 miles, 19% in hill walking and 10% in lw level walking f 8+ miles. When brken dwn further int the Badench and Strathspey regin, the statistics shw that 47% f respndents tk part in lw level walking f 2 t 8 miles, 9% in lw level walking f 8+ miles and 23% in hill walking. Walking is the mst ppular pastime in Aberdeen and Grampian with 31% f visitrs taking part in walks f mre than 2 miles, 14% f visitrs g walking r hiking whilst in the area. 16% f UK visitrs t Perthshire tk part in hiking/walking/rambling/ther walking. In Angus and Dundee 5% f UK visitrs tk part in hiking/walking and 25% in lng walks f mre than tw miles. (www.sctexchange.net) Cycling Cycling is a ppular pastime, with arund 20 millin bicycles in Britain. There are three main types f cycling turism: cycle turing hlidays, cycling n hliday, and muntain-biking. Cycling turism in Sctland has grwn by almst 50% since 1994. Generally, UK cycle turists cme between April and Octber, stay fr arund 7 nights and spend 38 millin in Sctland each year. Cycling is an area that is grwing in ppularity due t a cntinuing interest in health and fitness and the need t curb private car use fr envirnmental reasns. Facilities fr cyclists are likely t imprve. The vast majrity f cycling visitrs are frm Sctland & England. The ther main markets are France, Sweden & Hlland (www.sctexchange.net). The Lwland Market research reprt shws that 7% f visitrs t the Natinal Park area take part in cycling (ff rad) and a further 4% take part in cycling (n rad). It is likely that the demand fr recreatinal cycling will increase in the next five years. Accrding t the Highland Visitr survey the Mray, Badench and Strathspey area has higher than average participatin levels in cycling, with 6% f visitrs taking part in muntain biking (ff rad) and 5% in cycling (n rad). When the area is brken dwn further t just Badench and Strathspey the figures are fairly similar with 4% f visitrs t the area cycling n rad and 6% cycling ff-rad/muntain biking. The figures relating t cycling were nt available fr Perthshire, Aberdeen and Grampian and Dundee and Angus. Field Sprts Field sprts cver traditinal hunting and shting and, fr the purpses f this prfile, fishing. 16
Apprximately 110,000 visitrs fish in Sctland every year, generating just under 30m wrth f turism spending in Sctland. Arund 100,000 trips t Sctland are made t sht and spending ttals 23 millin. This equates t a turism spend in the Cairngrms in the regin f 4.6m.UK and Ireland make up the majrity f the market t Sctland althugh a number f Eurpean cuntries are als imprtant. These include tp earners frm Belgium Germany, Nrdic cuntries and Spain. Sctland's typical angling visitr is male, aged between 35 and 55 and frm the ranks f the less well paid (www.sctexchange.net). Acrss the Natinal Park 3% f visitrs were fund t take part in fishing (carse), a further 1% take part in game fishing (Lwland Market Research, 2003). Skiing 1% f visitrs take part in shting/stalking/hunting. Cntinuing prblems with disease and pr weather in Sctland culd significantly affect the numbers f birds available and cnsequently the lngterm viability f the industry. Similarly, falling numbers f fish in Scttish rivers is expected t have a significant impact upn the future f fishing in Sctland. There is increasing scpe fr hunting and shting related incentive breaks in Sctland, hwever, there is als increasing cmpetitin, e.g. frm Eastern Eurpe. UK and Ireland make up the majrity f the market t Sctland althugh a number f Eurpean cuntries are als imprtant. These include tp earners frm Germany, Nrdic cuntries and Spain. Shting appears t appeal t an lder market with many cuntry sprts prviders ffering activities that are less taxing fr lder visitrs. Abut twice as many men as wmen cme t Sctland t sht. In Badench and Strathspey 4% f respndents in the 2002/2003 Highland Visitr Survey went fishing whilst in the area. Hwever, within Perthshire 15% f visitrs g fishing, and the vast majrity f peple fishing in the area are frm the UK. 4% f visitrs t Aberdeen and Grampian and 5% f visitrs t Angus and Dundee take part in fishing whilst hlidaying in the area. Skiing hlidays generate 100,000 trips t Sctland and arund 15m f expenditure. An additinal 18m is generated by peple n general hlidays wh spend sme f their time at a ski area. Tw thirds f UK skiing hliday visits cme frm England and arund a third frm Sctland (www.sctexchange.net) Frm the mnths Nvember t April 9% f respndents in the Mray, Badench and Strathspey went skiing. There are five ski areas in Sctland with lifts fr the dwnhill skier and snwbarder, three f these are in r n the bundary f the Natinal Park. The seasn begins when there is sufficient snw and can run frm Nvember t May with the mst reliable mnths being January, February, March and April. Visitrs cme t undertake a range f activities. Dwnhill skiing remains the mst ppular snw sprt althugh the ppularity f snwbarding has increased in recent years. Variable weather has meant that the number f days it is pssible t ski in Sctland has fluctuated dramatically ver the last ten years. The strng lure f the Eurpean and Nrth American ski destinatins means this market is fiercely cmpetitive. This pints twards an pprtunity t psitin skiing as an additin t an activity based trip, rather than as a stand-alne prduct. Urban lcatins such as Glasgw, Edinburgh, Aberdeen, Manchester and Newcastle ffer the best ptential, althugh sme visitrs d cme frm 17
further suth including Birmingham and Lndn. Less than 1% f winter visitrs are frm verseas. Greatest interest in skiing is frm the yunger age grups i.e. the 15 t 34-year-lds. (www.sctexchange.net) Wildlife Turism Enthusiasts Wildlife turism cvers visits t natural wildlife habitats r watching wildlife n land and/r sea. Bird watching is the primary activity f this market, hwever, the watching f marine-based wildlife - such as whales, dlphins, seals and tters - is als becming increasingly ppular. Wildlife turism generates 57m and supprts arund 2000 jbs in Sctland. There is ptential fr the develpment and marketing f wildlife turism in Sctland. Bird watching is estimated t be the fastest grwing utdr pastime in the wrld, with wildlife watching grwing by apprximately 10-12% per annum in the internatinal market. Evidence suggests that wildlife watchers tend t be relatively affluent, welleducated, mature and envirnmentally fcused. The primary market segment invlved in wildlife turism wuld best be described as "empty nesters" whse children have left hme, aged 40-59, travelling as cuples, with gd levels f dispsable incme (www.sctexchange.net) The Cairngrms Visitr Survey 2003/04 fund that 9% f visitrs t the Natinal Park were taking part in field study/nature study/bird r wildlife watching, n their wn. A further 2% were taking part in a grup field nature study/bird r wildlife watching. They tend t use upmarket B&Bs r small, independent htels, ideally lcated fr their range f envirnmental interests. The visitr t Sctland enjying a wildlife experience will als be lking fr a well-runded package f ther natural and cultural interests. (www.sctexchange.net) Within Badench and Strathspey the Highland Visitr survey identifies that 8% f visitrs take part in watching marine wildlife, a further 18% wuld visit a wildlife attractin/park and 22% take part in bird watching. One quarter (25%) f UK visitrs t Aberdeen and Grampian were fund t partake in field/nature study. A further 24% f UK hliday trips t Perthshire were fund t be taking part in field/nature study, and 17% f UK visitrs t Angus and Dundee als take part in field/nature study. (www.sctexchange.net) Shrt Breaks Research ver the recent years has shwn a definite internatinal trend twards taking shrter main hlidays, and fr hlidaymakers t take several shrter breaks during the year. The traditinal tw-week summer hliday is becming less imprtant fr many peple. There are thught t be a number f scial trends affecting the marketplace, including fr example: It is generally accepted that Sctland will nt recver its frmer psitin as a main hliday destinatin, but n the ther hand there is the pprtunity t capitalise n the grwing tendency t take shrt breaks and t utilise spare capacity utwith the peak seasn. (www.sctexchange.net). The time squeeze phenmenn many peple feel they have shrter windws f time in which t take hlidays. Husehld size is falling peple have mre t spend and are less cnstrained by schl hlidays. An ageing ppulatin with mre time t take mre breaks. Activity Based Hlidays During 2002 2.2 millin activity hliday trips by UK residents in Sctland were taken, spending ttalled 575 millin, and 9.2millin bednights. The average length f stay is 4 nights. 18
Within the UK market, Scttish residents undertk 42% f trips whilst 50% were English visitrs. 68% f all visits were by car. Activity hlidaymakers in Sctland in 2001 were mainly males (54%), aged between 25 and 34 (24%) and likely t be in the ABC1 scial classes (67%) (UK Residents Survey Activity Hlidays in Sctland, 2001, www.sctexchange.net). Cnference and Events UK The verall value f the cnference market is estimated at arund 6.6 billin in the UK. Arund a quarter f meetings and cnferences invlve delegates having an vernight stay at the venue (23%). Three-quarters f nn-residential cnferences last ne day (73%) while a larger prprtin f residential cnferences last tw r mre days (78%). Overall, arund half f all cnferences are classified as crprate events (48%), 32% are gvernment events and 20% are assciatin events. Overall, a third f all cnferences are bked thrugh a prfessinal cnference rganiser r a venue finding agency (33%). A slightly higher prprtin f residential cnferences are bked using this methd (37%). See appendix 5 fr details f the cnference prduct. Ryal Watching The Ryal Family has prved a lng-standing magnate fr UK turism. The pageantry, histry and traditin encurages certain markets, particularly the US, t visit areas with ryal links. The Park has bvius benefits n which t maximise pprtunities. The lng established ryal cnnectins in Deeside prvide a huge draw fr visitrs t the area. Health & Wellbeing There is a grwing interest in hlidays where relaxatin and health are the fcus as well as a rising interest in well-being. This reflects a grwing trend f invlvement in fitness activities and increasing interest in mre alternative lifestyles and therapies. (www.sctexchange.net). 19
Appendix 5 Cnferencing Facilities Belw are a list f sme f the main cnferencing venues in the Park area, there are als a number f small establishments that ffer cnferencing and meeting facilities. Aviemre Highland Resrt Hiltn Craigendarrch, Ballater 1,000 maximum capacity theatre style 100 max capacity theatre style 7 meeting rms 4 meeting rms 208 bedrms 45 bedrms 4 star accmmdatin Hiltn Cylumbridge, by Aviemre Mnaltrie Htel, Ballater 800 maximum capacity theatre style 80 max capacity theatre style 1 meeting rm 3 meeting rms 175 bedrms 25 bedrms 4 star accmmdatin 2 star accmmdatin Hiltn Aviemre Invercauld Arms, Braemar 250 maximum capacity theatre style 60 max capacity theatre style 7 meeting rms 1 meeting rm 88 bedrms 68 bedrms 4 star accmmdatin 3 star accmmdatin Bat f Garten Htel Mar Ldge, Braemar 80 maximum capacity theatre style 60 max capacity theatre style 3 meeting rms 5 meeting rms 32 bedrms self catering ldges 4 star accmmdatin Rthiemurchus Estate, by Aviemre Grdn Htel, Tmintul 70 maximum capacity theatre style 60 max capacity theatre style 4 meeting rms 2 meeting rms 4 Star Visitr Attractin 29 bedrms 3 star accmmdatin Alvie Estate, Kincraig Richmnd Htel, Tmintul 60 maximum capacity theatre style 30 max capacity theatre style 3 meeting rms 1 meeting rm 10 bedrms 22 bedrms The Aviemre Inn Glen Lui Htel, Ballater 60 maximum capacity theatre style 30 max capacity theatre style 1 meeting rm 2 meeting rms 62 bedrms 19 bedrms 3 Star accmmdatin 4 star accmmdatin Cairngrm Muntain Ltd Fife Arms, Braemar 30 maximum capacity theatre style 30 max capacity theatre style 2 meeting rms 4 Star Visitr Attractin 20
Appendix 6 MBSE Highland Visitr Survey Mray, Badench and Strathspey Visitr Prfile: Mray Badench & Mray, Badench Ttal Strathspey & Strathspey Survey Sctland 36% 47% 43% 35% Highlands 6% 12% 10% 9% Edinburgh 3% 8% 6% 6% Glasgw 6% 6% 6% 5% Grampian 10% 7% 8% 4% England 36% 35% 35% 37% Suth East 10% 9% 10% 11% Nrth East 8% 8% 8% 8% Midlands 8% 8% 8% 7% Nrth West 4% 5% 5% 5% Other UK 2% 2% 2% 2% Ttal verseas 26% 16% 19% 26% Eurpe 15% 10% 11% 16% Germany 6% 3% 4% 6% Nn-Eurpean 11% 6% 8% 10% USA 6% 3% 4% 4% Scttish visitrs are particularly imprtant t Mray, Badench and Strathspey with 43% (versus 35% f all Highland respndents) f all visitrs cming frm Sctland, and 10% cming specifically frm the Highlands (versus 9%). Just ver a third f bth Mray, Badench and Strathspey (35%) and Highlands (37%) respndents are frm England, althugh Mray, Badench and Strathspey has fewer cntinental Eurpean (11% versus 16%) and nn-eurpean (8% versus 10%) visitrs than the Highlands. Mray Badench & Mray, Badench Ttal Strathspey & Strathspey Survey Age 15-24 3% 6% 5% 7% 25-34 15% 15% 15% 17% 35-44 12% 25% 20% 21% 45-54 22% 23% 23% 20% 55-64 26% 16% 20% 19% 65+ 21% 14% 17% 15% Gender Male 50% 51% 51% 55% Female 50% 49% 49% 45% Wrking Status ABC1 55% 54% 55% 53% C2DE 19% 24% 22% 21% Nn-Wrking 23% 20% 21% 22% Refused 4% 3% 3% 4% 21
Appendix 7 Angus and Dundee, Summary f Visitr Survey General Visitr Statistics Angus and Dundee 2001 1. Type f hliday (1) UK Turist Trips: a. Away frm hme n hliday 70% b. Day ut frm hme 1% c. Visiting friends/relatives 18% d. On business away frm hme 11% (2) Overseas Turist Trips: a. Away frm hme n hliday 49% b. Day ut frm hme 0% c. Visiting friends/relatives 29% d. On business away frm hme 22% 2. 63% f visitrs frm Sctland, 26% frm England, 2% frm Nrthern Ireland, 1% frm Wales and 8% frm Overseas. 3. Age Prfile f visitrs: (1) UK Turists: 16-24years 14% 25-34years 33% 35-44years 12% 45-54years 19% 55-64years 16% 65+ years 6% (2) Overseas Turists: 16-24years 9% 25-34years 16% 35-44years 19% 45-54years 28% 55-64years 16% 65+ years 10% 4. 62% f (UK) visitrs were ABC1s (AB 37% ; C1 25% ; C2 22% ; and DE 16%) 5. Tw key influences n the decisin t visit Angus and Dundee were: (1) UK Turists Visiting castles, mnuments and churches (30%) and Watching perfrming arts/cinema (23%) (2) Overseas Turists Visiting castles, mnuments and churches (37%) and Visiting museums, galleries, etc. (27%) 6. N infrmatin was available n Turist Brchure influence, but 87% f visits (by UK Turists) were repeat visits. 22
Appendix 8 Aberdeen and Grampian Summary f Visitr Survey General Visitr Statistics Aberdeen and Grampian 2001 7. Type f hliday (1) UK Turist Trips: a. Away frm hme n hliday 54% b. Day ut frm hme 2% c. Visiting friends/relatives 12% d. On business away frm hme 32% (2) Overseas Turist Trips: e. Away frm hme n hliday 53% f. Day ut frm hme 0% g. Visiting friends/relatives 27% h. On business away frm hme 20% 8. 58% f visitrs frm Sctland, 32% frm England, 1% frm Nrthern Ireland, 3% frm Wales and 6% frm Overseas. 9. Age Prfile f visitrs: (1) UK Turists: 16-24years 7% 25-34years 22% 35-44years 32% 45-54years 17% 55-64years 13% 65+ years 9% (2) Overseas Turists: 16-24years 8% 25-34years 26% 35-44years 17% 45-54years 24% 55-64years 14% 65+ years 8% 10. 60% f (UK) visitrs were ABC1s (AB 30% ; C1 30% ; C2 22% ; and DE 18%) 11. Tw key influences n the decisin t visit Aberdeen and Grampian were: (1) UK Turists Visiting castles, mnuments and churches (32%) and Visiting museums, galleries, etc (22%) (2) Overseas Turists Visiting castles, mnuments and churches (83%) and Visiting museums, galleries, etc. (58%) N infrmatin was available n Turist Brchure influence, but 90% f visits (by UK Turists) were repeat visits. 23
Appendix 9 Cmpetitr Analysis Turists are n lnger satisfied t visit a series f individual attractins r events. They want hassle-free, learning and nurturing hlidays. There is evidence that visitrs rely much less n interesting chance encunters. Instead, planned itineraries are very much mre the rder f the day. Packaged infrmatin as ppsed t packaged hlidays will allw infrmed chices t be made, and allw visitrs t devise bespke, self-determined visits, each unique and suited as clsely as pssible t their individual needs. It s therefre increasingly likely that visitrs will fllw a predetermined rute, making best use f their time in rder t experience as much as pssible that falls within their sphere f interest. Cluster Marketing Businesses therefre that cllabrate, and wrk tgether t direct like minded visitrs arund each ther have fund greater take-up, and are able t develp prducts fcussed n specific themes whether f a histric, cultural r envirnmental nature. Themed prducts serve t differentiate destinatins in a crwded market place as well as enhance the likelihd f repeat visits. Hwever, the cncept f businesses acting tgether in the same way als referred t as cluster marketing is recgnised elsewhere, and is nt unique within the Natinal Park area. Other lcales may emply the technique t attract custm. Examples that may target the same UK and internatinal markets as the Cairngrms Natinal Park are likely t be: Other UK Natinal Parks particularly Lch Lmnd & the Trssachs Other scenic parts f Sctland particularly utdrs icnic areas such as Glence, Lch Ness and Skye Lcatins in Ireland & cntinental Eurpe Activity Based Hlidays UK Natinal Parks The English Natinal Parks cver almst 7% f the cuntry, attracting mre than 70 millin visitrs every year and are hme t 175 000 peple (www.defra.gv.uk). As such they are seen as cmpetitrs fr Cairngrms Natinal Park. 1. Nrthumberland (www.nnpa.rg.uk) the land f the far hrizns 2. Lake District (www.lake-district.gv.uk) - Cvering 880 square miles, the Lake District Natinal Park is the largest, and mst visited f Britain's 11 Natinal Parks. 3. Yrkshire Dales (www.yrkshiredales.rg.uk) - the Natinal Park cvers 1,773 square kilmetres f cuntryside. Over 20,000 residents live and wrk in the Natinal Park. The area is als visited by ver 8 millin visitrs every year wh cme t see the landscape and wildlife, as well as experience village life in places such as Grassingtn, Burnsall, Dent and Muker. 4. Nrth Yrk Mrs (www.nrthyrkmrs-npa.gv.uk) mre than 50 years f being a natinal park. The Nrth Yrk Mrs sells itself n the great variety f landscapes within a small area. 5. Peak District (www.peakdistrict.rg) the first natinal park t be set up in England. Situated between Sheffield and Manchester, sld as smewhere t get away frm it all. 6. Brads (n fficial site) a netwrk f rivers and lakes in Nrflk and Sufflk. 24
7. Exmr (www.exmr-natinalpark.gv.uk) - Exmr Natinal Park is situated in the cunties f Devn and Smerset in Suth West England; Exeter is 40 km (30 miles) t the suth and Tauntn 20 km (13 miles) frm the eastern bundary. 8. Dartmr (www.dartmr-npa.gv.uk) - Dartmr was designated ne f the Natinal Parks f England and Wales in 1951. It is a beautiful mr land landscape with wded valleys and wind swept Trs. 368 square miles (953 sq. km.) in area, with abut 33,000 peple living in it, and where abut 10 millin visits are made each year. Dartmr is a rich habitat fr wildlife and has a wealth f archaelgical remains. 9. Brecn Beacns (www.brecnbeacns.rg) - The Brecn Beacns Natinal is a 'wrking' landscape. Sld n its harmnius blend f natural beauty and human histry. 10. Snwdnia (www.snwdnia.rg.uk) sld n the landscape and the wealth f utdr activities available. 11. Pembrkeshire Cast (www.pembrkeshirecast.rg.uk) Britain s nly truly castal natinal park 12. Lch Lmnd and the Trssachs (www.lchlmnd-trssachs.rg) - Sctland s first Natinal Park was set up in July 2002. Lch Lmnd and the Trssachs sell the Natinal Park area as a place t get away frm it all, yet less than an hur frm Glasgw and little further frm Edinburgh. Lch Lmnd & the Trssachs Natinal Park Lch Lmnd & the Trssachs, Sctland s first Natinal Park, was set up in July 2002. T capitalise n the diversity and unique assets f the park, the area is ffered t the visitr as a place t get away frm it all, yet less than an hur frm Glasgw and a little ver that frm Edinburgh. The Park is als presented n its fur distinctly different areas: Ben Lmnd standing guard ver Lch Lmnd, the largest expanse f freshwater in Great Britain; The Trssachs, wild glens and sparkling lchs between Callander and Aberfyle; Breadalbane, the high cuntry f the nrth, with sme f Sctland s finest Munrs, Ben Lui, Ben Challum, Ben Mre and Ben Vrlich; The Argyll Frest f the Cwal Peninsula watched ver by the Arrchar Alps and brdered by sea lchs. Glence - The prduct encmpasses a variety f small villages namely, Glence, Ballachuillish, Kinlchleven, Onich and Durr, the area can be described as Suth Lchaber. Within the area the prduct includes a natural envirnment, a dramatic landscape and a large selectin f utdr pursuits. A variety f visitr attractins, a range f accmmdatins and entertainments, all cmplimenting the natural envirnment that is Glence. Skye - a variety f regins / small cmmunities ffering, a very rich culture & heritage. A dramatic landscape and a large selectin f utdr pursuits with a variety f visitr attractins, a range f transprt methds t Skye and island hpping frm Skye. Highland hspitality and a range f accmmdatin t suit all tastes and budgets. Fd & Drink prduced and served with a distinctive flavur f Skye & Lchalsh. A variety f cttage industry type businesses and service sectr businesses all supprting the turism prduct in the area 25
Lch Ness - The Lch Ness prduct encmpasses a variety f different areas / small cmmunities ffering a prduct described as fllws: The mystery, myth and legend f the Lch Ness Mnster A rich culture & heritage A natural envirnment, dramatic landscape The Calednian Canal The Great Glen Way and a selectin f utdr pursuits A variety f visitr attractins including Urquhart Castle and the Lch Ness Mnster exhibitins Highland hspitality at a range f accmmdatin t suit all tastes and budgets A variety f cttage industry type businesses and service sectr businesses all supprting the turism prduct in the area Activity Based Hlidays During 2002 2.2 millin activity hliday trips by UK residents in Sctland were taken, spending ttalled 575 millin, and 9.2millin bednights. The average length f stay is 4 nights. Within the UK market, 42% f trips were undertaken by Scttish residents whilst 50% were English visitrs. 68% f all visits were by car. Activity hlidaymakers in Sctland in 2001 were mainly males (54%), aged between 25 and 34 (24%) and likely t be in the ABC1 scial classes (67%). (UK Residents Survey Activity Hlidays in Sctland, 2001, www.sctexchange.net) This is a grwing market and thrughut the UK cmpanies have seen the ptential and want t capitalise n this niche market. 26