1. Cairngorms Business Partnership

5. 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.

6. 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

7. 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

8. Cairngorms Business Partnership Promotion Development Advocacy

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

10. 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.

11. Cairngorms Business Partnership

16. Marketing Reach Digital Visitcairngorms Smartphone App Email campaigns Social Media

17. Cairngorms Business Partnership Going mobile

18. Cairngorms Business Partnership Off-line

19. Cairngorms Business Partnership Media

20. Cairngorms Business Partnership Customer Journey InspireLookBookTravelVisit Keep in Touch Tell CBP

21. Cairngorms Business Partnership Customer Journey InspireLookBookTravelVisit Keep in Touch Tell

22. Cairngorms Business Partnership Development

23. Cairngorms Business Partnership Community

24. Cairngorms Business Partnership

25. Advocacy Park Plan 2012-2017 ScotRail Franchise Planning Broadband Activity Licensing

26. Cairngorms Business Partnership Economic Development NPP2 2012-2017 – Economic Development Strategy – Economic Diversification – Infrastructure – Communications – Business Interests

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

28. Cairngorms Business Partnership

29. DMO Land

30. 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

31. Cairngorms Business Partnership Scary detail? 1.Local partnership delivery VIC services 2.DMO deliver local Print 3.‘One web’ local upwards........ 4.Local partnership delivery of QA 5.Local lead on local training 6.Combined Ops Plans, Budgets & Seconded staff

32. Cairngorms Business Partnership alan.rankin@visitcairngorms.com