Presentation to the Tourism Sub Group from the Destination Manager - PowerPoint PPT Presentation

Text Text Presentation to the Tourism Sub Group from the Destination Manager Lochaber - Shona McMillan, 2.10.18

Text Text An inspirational Scottish landscape of mountain and coast, rich in highland culture and heritage • a place of outstanding natural beauty 
 • offering an inspiring range of cultural and active experiences 
 • enhancing well being of those who live, work, study & visit here

Text Text As the Destination Management Organisation 
 our vision is to maximise OCUK USPs & markets • increase value of Lochaber tourism for area, for business 
 • deliver an array of world class events and quality experiences 
 • develop the OCUK brand and our national/international profile


 Text Text OCUK Current Markets & Market Intelligence • Scottish 60%. Rest of UK 19%. Rest of World 17% 
 • Working with Visit Scotland, STA and others to stay informed 
 • Information influencing now and future direction (SWOT Analysis)

Text Text OCUK Objectives, 
 Current Markets & Market Intelligence • Markets: Scotland. Rest of the UK. Rest of the World 
 • Working with Visit Scotland, STA and others to stay informed 
 • Information influencing now and future direction (SWOT Analysis)

An OCUK 
 SWOT ANALYSIS Text Text KEY STRENGTHS & OPPORTUNITIES • Natural Capital • Growth potential in Wildlife 
 • Magnificent landscapes & 
 and Nature Tourism • Marine Tourism and as a 
 range of outdoor activities • Relationships: LCOC, HIE 
 Long Distance Walking Hub • Highland & Gaelic Culture Visit Scotland/ES, HC etc INHIBITORS & THREATS • Public transport • Visitor info availability and • Low of new products / Coordination of product Services / investment knowledge • Short seasons • ICT infrastructure • Data capture & management Business viability

Text Text Strategic Context & Foundations • Policy Framework 
 • National Themed Years 
 • Evidence Base 
 • Caledonian Canal 200th 
 • Investments • Media

Text Text Turning Assets into Experiences • Premier Winter Sports Destination 
 • Culture and Heritage 
 • Events and Festivals • Destination for Life • Balanced Portfolio of Markets

Text Text Improving the Customer Journey • Visitor Information 
 • Transport 
 • Outdoor Capital of the UK Digital • Food and Drink • Accommodation

Text Text Building Our Capabilities • Strong and Compelling Brand 
 • Quality of Experience 
 • Digital Tourism • Reach through Partnership