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

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

What did we decide and how?

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

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

Developing a World Class Tourism Offer