Cairngorms Business Partnership. Cairngorms National Park policy The Scottish government’s four aims of Scottish National Parks 1.To conserve and.

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Presentation transcript:

Cairngorms Business Partnership

Cairngorms National Park policy The Scottish government’s four aims of Scottish National Parks 1.To conserve and enhance the natural and cultural heritage of the area 2.To promote sustainable use of the natural resources of the area 3.To promote understanding and enjoyment (including enjoyment in the form of recreation) of the special qualities of the area by the public 4.To promote sustainable economic and social development of the area’s communities.

Cairngorms Business Partnership 1.Grow year-round tourism, length of stay and spend per head 2.Customer focus 3.Strengthen awareness and understanding 4.Promote geographical diversity 5.Minimise negative environmental impacts and gain support for the conservation and enhancement of the Cairngorms 6.Leadership and partnership

Cairngorms Business Partnership Our Journey 2001 HIE Learning Journeys 2002 ABSC Marketing Group 2003 Cairngorms National Park 2006 Aviemore & Cairngorms DMO 2007 Executive team in place 2009 Park-wide debate 2010 Chamber, DMO, Hostels merge 2011 CBP Ltd

Cairngorms Business Partnership Promotion Development Advocacy

Cairngorms Business Partnership Membership Principles Subscription based One member one vote Sector & Localised Charter Agreement

Cairngorms Business Partnership Board Makeup AREA – Angus, Aviemore, Deeside, Glenlivet, Perthshire SECTOR – Accom -6, Accom 7+, Hostels, Self Catering, Camping, Attractions, Activities, F&B+Retail, Business Tourism, Business Services, Manufacturing & Agriculture.

Cairngorms Business Partnership

Marketing Reach Digital Visitcairngorms Smartphone App campaigns Social Media

Cairngorms Business Partnership Going mobile

Cairngorms Business Partnership Off-line

Cairngorms Business Partnership Media

Cairngorms Business Partnership Customer Journey InspireLookBookTravelVisit Keep in Touch Tell CBP

Cairngorms Business Partnership Customer Journey InspireLookBookTravelVisit Keep in Touch Tell

Cairngorms Business Partnership Development

Cairngorms Business Partnership Community

Cairngorms Business Partnership

Advocacy Park Plan ScotRail Franchise Planning Broadband Activity Licensing

Cairngorms Business Partnership Economic Development NPP – Economic Development Strategy – Economic Diversification – Infrastructure – Communications – Business Interests

Cairngorms Business Partnership 27 Assets into experiences Nature & heritage Towns & cities Business tourism Events & festivals

Cairngorms Business Partnership

DMO Land

Cairngorms Business Partnership Future Blueprint? 1.‘Market forces’ & private sector led 2.Public sector as an enabling partner 3.Framework required National Strategy – acting local 4.DMO as a conduit: National Strategy – acting local

Cairngorms Business Partnership Scary detail? 1.Local partnership delivery VIC services 2.DMO deliver local Print 3.‘One web’ local upwards Local partnership delivery of QA 5.Local lead on local training 6.Combined Ops Plans, Budgets & Seconded staff

Cairngorms Business Partnership