Review of Tourism in Aberdeen and Aberdeenshire Elaine Booth, Area Tourism Partnership Manager.

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Presentation transcript:

Review of Tourism in Aberdeen and Aberdeenshire Elaine Booth, Area Tourism Partnership Manager

History of our Tourism Groups Area Tourist Boards Dissolved in 2005 The Area Tourism Partnership Created in 2006 No real influence Visit Royal Deeside Key Scottish Enterprise destination Focus on Business and Product development Banffshire Coast Tourism Partnership Created from Banff and Buchan Tourism Forum Focus Business Product Development and some marketing initiatives VisitAberdeen Created 2012 Key Focus Marketing

The Tourism Landscape Banffshire Coast Tourism Partnership DMO Visit Aberdeen DMO Transport Visitor Attractions Retail Restaurants, cafes Education Huntly and District Tourism Action Group Stonehaven Tourism Group Aberdeen City and Shire Hotel Association Fraserburgh Tourism Group ACSEF SE, LAs, VS STA/ Scottish Government Visit Royal Deeside DMO Turriff Tourism Action Group Braemar Tourism Group Ancestral Tourism Activity Providers ATP LA & VS

Why Review? Cluttered landscape Not all areas being covered Unsustainable DMO’s Changing priorities of funders

What we asked them to do ….  Review the regional tourism structures  Recommend  Clear strategic direction  Sustainable funding model(s)  Review the tourism opportunities for the city and Aberdeenshire

The future ……. A single tourism organisation – Aberdeen and Aberdeenshire Tourism Co. - AATC (working title) Aligned objectives, consolidated resources Concerns: Loss of local identity Business won’t engage with a ‘distant’ body The proposition(s) Funding & sustainability

What will AATC do? Destination marketing Develop & market leisure experiences Business tourism marketing Skills & people development Business innovation & leadership Forum & network for tourism sector Lobbying Research

Backing AATC to.……. Transform image and perceptions of the area Up the game in a competitive world Consolidate marketing spend to cut through Realise the strength of Aberdeenshire

Where we are now Completion of Business Plan Leisure Marketing Business Tourism Marketing Action Plan Market Fact File Approval in progress with LA’s and SE Formation of Shadow Board

Questions?