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

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Presentation to the Tourism Sub Group from the Destination Manager Lochaber

• Shona McMillan, 2.10.18

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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

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• 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

As the Destination Management Organisation


• ur vision is to maximise OCUK USPs & markets

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 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)

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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)

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• Natural Capital
• Magnificent landscapes & 


range of outdoor activities

• Relationships: LCOC, HIE 


Visit Scotland/ES, HC etc

• Growth potential in Wildlife 


and Nature Tourism

• Marine Tourism and as a 


Long Distance Walking Hub

• Highland & Gaelic Culture

An OCUK 
 SWOT ANALYSIS

• Public transport
• Low of new products /

Services / investment

• Short seasons

Business viability

• Visitor info availability and

Coordination of product knowledge

• ICT infrastructure
• Data capture & management

INHIBITORS & THREATS KEY STRENGTHS & OPPORTUNITIES

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Strategic Context & Foundations

• Policy Framework

• Evidence Base

• Investments
• National Themed Years

• Caledonian Canal 200th

• Media

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Turning Assets into Experiences

• Premier Winter Sports Destination

• Culture and Heritage

• Events and Festivals
• Destination for Life
• Balanced Portfolio of Markets

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Improving the Customer Journey

• Visitor Information

• Transport

• Outdoor Capital of the UK Digital
• Food and Drink
• Accommodation

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Building Our Capabilities

• Strong and Compelling Brand

• Quality of Experience

• Digital Tourism
• Reach through Partnership