Dumfries and Galloway Tourism Strategy 2016-2020 Workshop 30 th September Douglas Arms Hotel Alan Rankin Coigach Consulting Tom Mathar LJ Research
Agenda Welcome Research Update Update on current work Session 1 2011-2016 feedback and review Coffee Session 2 2016-2020 growth opportunities Next Steps Chris Smith Tom Mathar Alan Rankin Alan & Tom Alan
Research Occupancy Monitor Occupancy and Revenue Data from c. 200 accommodation providers We report across sectors... And across regions Findings published on our website (Google Dumfries and Galloway accommodation performance )
29.77 47.19 41.64 49.56 43.92 52.87 52.16 55.09 60.11 59.22 56.59 65.49 61.24 61.80 78.23 82.59 Research Occupancy Monitor (YTD) 90 80 70 60 50 40 30 20 10 0 Occupancy (%) Average Daily Rate ( ) January February March April May June July August
59.31 59.50 84.22 79.77 75.27 71.11 61.80 82.59 93.31 85.53 96.50 93.07 Research Occupancy Monitor (August) Occupancy (%) Average Daily Rate ( ) 100 90 80 70 60 50 40 30 20 10 0 Stewartry Wigtownshire Nithsdale Gretna Annandale & Eskdale ALL
57.52 60.38 78.52 69.60 61.80 88.57 82.59 108.17 Research Occupancy Monitor (August) Occupancy (%) Average Daily Rate ( ) 110 90 70 50 30 10-10 Hotel Self-Catering B&B / Guest House ALL
Research Business Confidence Survey Surveyed 101 Dumfries & Galloway-businesses in Q2 2015 Questions asked around: Business confidence Customer numbers and turnover Levels of business investment Overheads and other costs Barriers to growth Guest booking behaviour
Research Business Confidence Survey
Research Business Confidence Survey
Research Business Confidence Survey
Research Business Confidence Survey
1. Increase the volume of visitors to Dumfries and Galloway 2. Increase the visitor average spend 3. Fulfil the potential of our people 4. Optimise the mutual benefits for community and industry through tourism 5. Have a better informed industry 6. Tourism to be a well-supported cornerstone of Dumfries and Galloway economy
1. Increase the volume of visitors 2. Extend the season 3. Increase the level of visits to visitor attractions 4. Meet /exceed customer expectations 5. Increase awareness of region 6. Increase participation in VisitScotland QA 7. Exceed national average of Star Grading across sectors 8. Increase green credentials through Green Tourism Business 9. Increase overnight spend 10. Increase employment in sector 11. Increase training/skills 12. Increase investment in product 13. Improve level of market data 14. Increase Business Tourism and specialist market niches
1 Increase in volume of overnight visits Increase occupancy by 10% across all sectors Existing Target 2015 Hotel 48% 53% TBC1 Guest House B&B 42% 46% TBC Self catering 40% 44% TBC Caravan and camping 51% 56% TBC 2 Extend Tourist Season 15% increase outside mid Oct - mid March Existing Target 2015 Hotel 38% 43% TBC2 Guest House B&B 32% 37% TBC Self catering 23% 27% TBC Caravan and camping 2. Information available end September
3 Increase level of visits to visitor attractions 2014 2015 Increase 5% increase in visits (Jan - June) 227029 238264 4.90% 10% increase in visits to icon projects TBC TBC TBC3
4 Met/exceeded customer expectations Targets to be set from VS Visitor Survey Score (Satisfaction weighting VS Annual reports 2011) National 121 Borders 116 Argyll and Isles 115 Dumfries and Galloway 111 Perthshire 109 Overall satisfaction, willingness to recommend, likely to return
Scotland D&G Borders Perthshire Argyll and Isles Ave Length of stay 8.6 4.7 3.4 4.0 4.8 Overall satisfaction Very 73% 68% 62% 70% 74% Fairly 21% 24% 24% 22% 20% Neither/Less 6% 8% 14% 7% 6% Not al all 0% 0% 0% 0% 0% Recommend the area Definitely 88% 69% 71% 80% 87% Probably 10% 21% 20% 16% 9% Less/unlikley 2% 7% 8% 3% 4% Prob/def not 0% 3% 0% 1% 0% Return in 5 years Definitely 70% 53% 55% 50% 46% Probably 16% 20% 25% 24% 24% Fairly Likley 8% 9% 11% 15% 19% Prob/def not 6% 18% 9% 11% 9%
Scotland D&G Borders Perthshire Argyll and Isles Ave Length of stay 8.6 4.7 3.4 4.0 4.8 Overall satisfaction Very 73% 68% 62% 70% 74% Fairly 21% 24% 24% 22% 20% Neither/Less 6% 8% 14% 7% 6% Not al all 0% 0% 0% 0% 0% Recommend the area Definitely 88% 69% 71% 80% 87% Probably 10% 21% 20% 16% 9% Less/unlikley 2% 7% 8% 3% 4% Prob/def not 0% 3% 0% 1% 0% Return in 5 years Definitely 70% 53% 55% 50% 46% Probably 16% 20% 25% 24% 24% Fairly Likley 8% 9% 11% 15% 19% Prob/def not 6% 18% 9% 11% 9%
6 Increase participation in VS QA schemes Existing Target 2015 Hotel 69 76 37 Small serviced 122 134 75 Self catering 194 213 129 Caravan and camping 45 50 39 Hostel 5 6 4 Attractions 90 99 92 Total 525 578 376 7 Exceed national average on star grading by sector D&G 2011 Nat Ave Target Ave D&G 2015 Hotel 2.54 3.04 3.25 3.00 Guest House B&B 3.28 3.31 3.50 3.56 Hostel 2.25 3.17 3.25 2.67 Self catering 3.13 3.33 3.50 3.56 Holiday/Touring 3.93 3.97 4.00 3.55 8 Increase participation GTBS Existing Target 2015 Participants 35 100 45 Silver and Gold 75% 82%
GTBS Sector Gold Silver Bronze Awaiting Total Activity Provider 1 1 Bed and Breakfast 1 1 Conference Venue 1 1 Corporate 1 1 Guest House 1 1 Holiday Park / Campsite 1 1 2 Hostel 1 1 Hotel 2 2 SelfCatering 2 3 4 2 11 Tourist Information Centre 4 1 5 Visitor Attraction 3 14 2 19 Total 10 22 7 6 45
9 Increase overnight expenditure 10% above inflation in average O/N spend Existing Target Actual UK 45.33 49.87 n/a Overseas 60.22 66.24 n/a All tourists 45.57 50.13 n/a 2013 2014 Direct expenditure (all sectors) m 224.74 227.95 Economic Impact (all sectors) m 298.57 302.60
10 Increase employment in the sector 5% increase Existing Target Actual Employed (STEAM FTE) 6144 6451 6996 11 Increase in training/skills (13%) Develop hospitality skills uptake target to be set Target to be set Business Barometer 2015 Less Same More N/A Next 12 months investment in staff to current level 7% 52% 11% 30% 12 Increase investment in product development and innovation Monitor investment in significant tourism projects Business Barometer 2015 Less Same More N/A Next 12 months investment in buildings and marketing to current level (private sector) 14% 49% 21% 16%
13 Improve level of market data available Increase businesses taking part in Nat Occupancy Survey Contacted Participated Accessed data LJR Occupancy Survey 508 72 82 LJR Business Barometer 600 101 TBC Target to be set 14 Increase levels of Business Tourism and niche markets Monitor demand from accommodation for BT needs Target to be set TBC
Reach.. Influence Overall views
Growth markets Growth markets Authentic Experiences Improving the customer journey Building Capabilities Leadership and Collaboration
TS2020 Key Performance Indicators Tourism Scotland 2020 has identified five key performance indicators (KPIs) 1. Visitor spend by 1bn from 4.5 to 5.5bn by 2020 2. The advocacy score for Scotland from 25% 3. Average visitor spend from 358.56 4. Total tourism employment figures from 185,100 5. Total tourism turnover from 6,221m
TS 2020 Targets for Growth Home Turf - 3127m to 3568m: England, Scotland, N. Ireland, Wales Near Neighbours - 731m - 875m to 1035m: Scandinavia, Germany, France, Spain, France, Netherlands, Italy Distant Cousins - 414m to 505m - 598m: USA, Australia, Canada Emerging Markets - 33m to 70m - 83m: India, China, Russia, Brazil
Developing our Assets Nature and Activities Events and Festivals Destinations towns and Cities Business Tourism Heritage Culture Tourism Quality and Skills Food and Drink Sustainability Digital Connectivity
Business Tourism Ambitions to grow Customer Experience Scotland s Assets Capabilities Skills
Marine Tourism Growth Markets Developing Authentic Experiences Improving the Customer Journey Building Capabilities.
Dumfries and Galloway Tourism Strategy 2016-2020 Your strategy for growth..
Dumfries and Galloway? 2016-2020 Growth Markets Developing Authentic Experiences Improving the Customer Journey Building Capabilities Leadership and Collaboration