Destination Aberdeen & Aberdeenshire Our T ourism Strategy 2018 - - PowerPoint PPT Presentation

▶
destination aberdeen aberdeenshire our t ourism strategy
SMART_READER_LITE
LIVE PREVIEW

Destination Aberdeen & Aberdeenshire Our T ourism Strategy 2018 - - PowerPoint PPT Presentation

Jan 18, 2023 41 likes •576 views

Destination Aberdeen & Aberdeenshire Our T ourism Strategy 2018 - 2023 THE STRATEGY: OUR MISSION OUR MISSION: To develop the visitor economy to provide a sustainable contribution to the prosperity of North East Scotland INTRODUCTION

slide-1
SLIDE 1

Destination Aberdeen & Aberdeenshire Our T

  • urism Strategy 2018 - 2023
slide-2
SLIDE 2

THE STRATEGY: OUR MISSION

OUR MISSION: To develop the visitor economy to provide a sustainable contribution to the prosperity of North East Scotland

slide-3
SLIDE 3

Peter Jordan

  • strategy
  • research
  • industry education

INTRODUCTION

slide-4
SLIDE 4

WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER

  • - -

STRATEGY AND RESEARCH MARKETING AND BRANDING CONTENT STRATEGY AND CREATION INDUSTRY EVENTS

slide-5
SLIDE 5

THE STRATEGY:

OUR APPROACH

slide-6
SLIDE 6

Online survey Interviews Reviewed relevant local strategies Scene setting Global trends analysis Sector trends analysis SWOT analysis

OUR APPROACH

slide-7
SLIDE 7

Online survey Interviews Reviewed relevant local strategies Scene setting Global trends analysis Sector trends analysis SWOT analysis

OUR APPROACH

slide-8
SLIDE 8

MEGA TRENDS INFLUENCING CONSUMER BEHAVIOUR

slide-9
SLIDE 9

MEGATRENDS INFLUENCING CONSUMER BEHAVIOUR

Demographic change Technology Environmental shifts and pressures Changing values Shifting economic power Brexit

slide-10
SLIDE 10

TRENDS INFLUENCING TOURISM DEMAND IN ABERDEENSHIRE

slide-11
SLIDE 11

TRENDS INFLUENCING TOURISM DEMAND

Shorter breaks, more

  • ften

More international visitors Diverse visitor profiles Seeking disconnection from a chaotic world Active holidays in nature's playgrounds Freedom on the road: fluid itinerary travel Discovering honest authenticity Tech everywhere: keeping up with digital tech change

slide-12
SLIDE 12

Shorter breaks, more often Driven by: Online booking, ‘Staycations’, and a desire to do more with leisure time

slide-13
SLIDE 13

More international visitors Driven by:

  • Increased interest in Scotland
  • Better flight connections
  • Easier online research and

booking

slide-14
SLIDE 14

Diverse visitor profiles Driven by:

  • Changing family patterns
  • Multi-generation travel
  • Greater ethnic diversity
  • Visitors mixing business

and leisure in the same trip

slide-15
SLIDE 15

Seeking disconnection from a chaotic world Driven by:

  • Busy, stressful lives
  • Greater awareness of

physical & mental health

  • Holidays for recovery and

self-improvement

slide-16
SLIDE 16

Active holidays in nature’s playgrounds Driven by:

  • Increased interest in

physical health

  • Increased walking, cycling

and ‘soft adventure’

  • Popularity of amateur

sports events, marathons

slide-17
SLIDE 17

Freedom on the road: Fluid itinerary travel Driven by:

  • Desire to tour Scotland with no

fixed itinerary

  • Millennials, groups of friends
  • Popularity of routes like NC500
  • Ease of planning with smartphone
slide-18
SLIDE 18

Discovering honest authenticity Driven by:

  • Seeking comfort and safety in an

uncertain world

  • Interest in Britain’s past and

heritage (e.g. The Crown)

  • Localism
  • Visitor’s desire to know unique

aspects of Scottish culture and meet local people

slide-19
SLIDE 19

T ech everywhere This means:

  • Sink-or-swim situation

Rise and rise of:

  • Platforms
  • Mobile
  • Collaborative economy
  • Just-in-time

decision-making

  • The ‘digital detox’
slide-20
SLIDE 20

TRENDS - TAKEAWAYS

  • Good news: Strong alignment with what

Aberdeenshire has to offer

  • New trends can always emerge, so it’s

important to monitor them and respond

  • It’s imperative for us all to act on them
slide-21
SLIDE 21

THE OPPORTUNITIES

slide-22
SLIDE 22
  • Headline opp the capacity to grow
  • Strong alignment experiences with consumer

trends

  • Major new assets (especially in 2019 and 2020)
  • Existing assets that we can readily turn into

experiences

  • All of these require action on our part
slide-23
SLIDE 23

BUSINESS EVENTS will be an

  • pportunity if we…
  • Leverage targeted business

events to grow visitor spend and business in Aberdeen city and shire

  • Meet the needs of organisers

and delegates before, during and after their event

  • Attract and host business events

as ‘Team Aberdeen’

slide-24
SLIDE 24

CRUISE will be an

  • pportunity if we…
  • Develop a compelling and

high-quality shore excursion programme that appeals to cruise passengers and meets the requirements of cruise

  • perators
  • Get it right from day one
slide-25
SLIDE 25

GOLF will continue to grow if we…

  • Attract existing golf visitors

to stay longer and include more in their itinerary

  • Attract more golf visitors

from other Scottish destinations

slide-26
SLIDE 26

CULTURE, HERITAGE AND EVENTS will be a growth

  • pportunity if we:
  • Ensure that visitors can

discover our culture and heritage more easily, combined with other activities

  • Associate Aberdeenshire’s wide

variety of events more clearly with the destination brand to grow audiences

slide-27
SLIDE 27

FOOD AND DRINK will be a growth opportunity if we….

  • Develop a range of experiences

connected with food and drink to help visitors enjoy it as an integral part of their visit

  • Draw

from Aberdeenshire's strong food production sector and globally- recognised brands

slide-28
SLIDE 28

TOURING AND THE GREAT OUTDOORS will be a growth opportunity if we…

  • Turn our assets into experiences
  • Build on the trend for touring
  • Capitalise on natural scenery to

develop walking, cycling, marine and country sports tourism

slide-29
SLIDE 29

THE WAY FORWARD:

BUILDING THE STRATEGY

slide-30
SLIDE 30

THE STRATEGY: OUR MISSION OUR MISSION To develop the visitor economy to provide a sustainable contribution to the prosperity of North East Scotland

slide-31
SLIDE 31

NEXT: Every strategy has them in some shape or form They’re essential for the rest of the strategy to work

THE GUIDING PRINCIPLES

slide-32
SLIDE 32

1. SUSTAINABLE GROWTH: for the environment, society and economy Protect the natural and built environment while ensuring the wellbeing of local people

This should set us apart as a competitive strength

slide-33
SLIDE 33

2. INDUSTRY LEADERSHIP Businesses should take the initiative in working together. They should take a greater role in developing the destination and owning the success that it brings

slide-34
SLIDE 34

3. GOOD GOVERNANCE Government agencies should take a joined-up approach to planning, and work to support the continual growth

  • f the visitor economy
slide-35
SLIDE 35

4. EMPLOYMENT The tourism sector should provide increased opportunities for employment, creating jobs that are fair, inclusive and offer good prospects for career advancement, especially for young people

slide-36
SLIDE 36

5. COLLABORATION

All tourism stakeholders should work together within Aberdeenshire, and beyond where relevant, in pursuit of the

  • bjectives set out in this strategy
slide-37
SLIDE 37

THE STRATEGY: MISSION AND PRINCIPLES

OUR MISSION To develop the visitor economy to provide a sustainable contribution to the prosperity of North East Scotland GUIDED BY KEY PRINCIPLES Sustainable growth | Industry leadership | Good governance Quality employment | Collaboration

slide-38
SLIDE 38

THE STRATEGY: OVERVIEW

FOCUS ON OUR COMPETITIVE STRENGTHS & OPPORTUNITIES

Business Events | Cruise | Golf | Culture, Heritage & Events | Food & Drink | Touring & Great Outdoors

slide-39
SLIDE 39

THE STRATEGY: OVERVIEW

DEVELOP A GREAT VISITOR EXPERIENCE

Improved use of distribution channels | Optimise accommodation capacity & new Infrastructure development |Access | digital Connectivity | Skills development | Uphold the natural & built environment

FOCUS ON OUR COMPETITIVE STRENGTHS & OPPORTUNITIES

Business Events | Cruise | Golf | Culture, Heritage & Events | Food & Drink | Touring & Great Outdoors

slide-40
SLIDE 40

DEVELOP A GREAT VISITOR EXPERIENCE

Improved use of distribution channels | Optimise accommodation capacity & new infrastructure development |Access | digital Connectivity | Skills development | Uphold the natural & built environment

We’re preparing the ground by:

  • Helping businesses to meet the needs of trade buyers
  • Building skills (e.g. digital skills, customer service)
  • Optimising use of accommodation and new

infrastructure

  • Improving transport links & digital connectivity
  • Taking care of the natural and built environment
slide-41
SLIDE 41

THE STRATEGY: OVERVIEW

DEVELOP A GREAT VISITOR EXPERIENCE

Improved use of distribution channels | Optimise accommodation capacity & new Infrastructure development |Access | digital Connectivity | Skills development | Uphold the natural & built environment

INSPIRE & ATTRACT VISITORS WITH OUR STORY

Target our best prospect audiences on ‘Home Turf’, and among ‘Near Neighbours’ & ‘Distant Cousins’ Use of insights | Brand development |

FOCUS ON OUR COMPETITIVE STRENGTHS & OPPORTUNITIES

Business Events | Cruise | Golf | Culture, Heritage & Events | Food & Drink | Touring & Great Outdoors

slide-42
SLIDE 42

INSPIRE & ATTRACT VISITORS WITH OUR STORY

Market development first:

  • Market research
  • Build relations with the travel trade
  • Develop the brand

Then based on this, we refine the way we market to :

  • Home Turf, our Near Neighbours & Distant Cousins

Target our best prospect audiences on ‘Home Turf’, and among ‘Near Neighbours’ & ‘Distant Cousins’ Use of insights | Brand development |

slide-43
SLIDE 43

THE AMBITION

slide-44
SLIDE 44

THE STRATEGY: OVERVIEW

BY 2023, GROW VISITOR SPEND TO £1 BILLION PER YEAR

(£500m overnight visitors, £500m day visitors)

slide-45
SLIDE 45

MEASURING PERFORMANCE

slide-46
SLIDE 46

Quantitative Qualitative Capabilities

slide-47
SLIDE 47

THE STRATEGY AND YOU

slide-48
SLIDE 48

This is a framework for all tourism activities in Aberdeen and Aberdeenshire It sets a common goal, and gives everyone a sense of direction.

slide-49
SLIDE 49

TOURISM SCOTLAND 2020

“The future of our industry in our hands”

slide-50
SLIDE 50

NEXT STEPS

slide-51
SLIDE 51

THE STRATEGY AND YOU

You’ll receive a copy of the strategy with headline objectives and action plan Send us your comments by 10 April

slide-52
SLIDE 52

THE STRATEGY AND YOU

You’ll be invited to events in the spring/summer where you can help shape the action plans Join us and have your say

slide-53
SLIDE 53

THANK YOU

chris.foy@visitabdn.com pjordan@toposophy.com