Jennifer Caswell City Promotion, City Development Dundee City - PowerPoint PPT Presentation

Jennifer Caswell City Promotion, City Development Dundee City Council jennifer.caswell@dundeecity.gov.uk

What did we decide and how? How? ▪ Workshops/stakeholder consultation/market research and evaluation What? Priority target audience - ▪ Food Loving Culturalists ▪ Curious Travellers ▪ business/cruise/golf/travel trade/VFR Geography ▪ home turf/near neighbours/Northern Europe/emerging markets

Progress? Tourism Value: £151m - £155m (+2.65%) Overnight Visitors: 408,260 – 426,260 (+4.4%) Day Visitors: 388,960 to 399,890 (+2.8%) Value of Tourism: +5.1% from 2016 Source: (STEAM, 2016) Occupancy limited services: 77.7% Full Service: 85% Source: (Hotel Demand Study, 2017) *8 out of 10 months

Dundee – A city getting worldwide recognition.. “A new cultural capital for a new Scotland..” -Condé Nast Traveller “There’s never been a better time to visit the Scottish coastal city” -National Geographic “Dundee – A little pot of gold at the end of the A92” -The Guardian “The coolest little city in the UK” - GQ Magazine Hailed the ‘cultural comeback kid’ and named as one of the seven most ‘design - savvy’ cities in the world - CNN One of the top ten ‘hot destinations’ for world travellers in 2018 - Wall Street Journal “An up -and- coming cultural hub..” - Bloomberg Pursuits The UK’s first UNESCO City of Design - UNESCO Creative Cities Network “A new cultural capital for a new Scotland..” -Condé Nast Traveller “..a thriving hub of culture and design excellence” -Lonely Planet “One of the world’s top six off - beat design hubs..” - Suitcase Travel Magazine

Regional Approach Strategic Context • Tourism 2020 – national strategy • Tay Cities Deal 2017-27 • Regional economic strategy and partnership arrangements • Formalise regional tourism partnership arrangements Collaboration • Pooling and sharing • Adding value

Developing a World Class Tourism Offer Investment in Key Areas of Strength • Project strategic outline cases • Cultural attractions – developing a cultural tourism “corridor” • River Tay – marine and activities tourism Regional Destination Development • Regional strategy & RTP strategic outline case • Events and festivals development • Business and skills development – digital capabilities • Product development – meeting the needs of new and emerging markets • Destination promotion

Developing a World Class Tourism Offer Key Objectives Objective 1: To bring about a step- change in the region’s tourism performance, increasing visitor numbers and spend Objective 2: Increase the proportion of overnight and multiday visitors from UK and overseas markets Objective 3: Increase the economic contribution and productivity of the tourism sector in the Tay Cities Region Objective 4: Develop a coherent, strategic destination proposition that draws on the region’s key tourism assets to promote the region consistently, professionally, and proactively