1. Destination Management: Critical Success Factors Rheolaeth Cyrchfan: Ffactorau Llwyddiant Allweddol
Shared goal – respect for different objectives Rhannu nôd – parch tuag at wahanol amcanion
Partnership Partneriaeth
Trust, cooperation Ymddiriedolaeth, cydweithrediad
Sustained commitment Ymroddiad parhaus
Market understanding and focus: Dealltwriaeth a ffocws marchnad:
Who - segments? Pwy – segmentau?
Why - motivation & values? Pam – cymhelliad a gwerthoedd?
Resources: human + financial – esp. start-up Adnoddau: dynol + ariannol – yn enwedig rhai cychwynol
Regular, effective communication Cyfathrebu cyson ac effeithiol
Monitoring & honest feedback Monitro ac adborth gonest

2. 1. Aviemore + Cairngorms
Aviemore + Cairngorms: “Scotland’s Natural Adventure” “Antur Naturiol yr Alban”

3. 1. Aviemore + Cairngorms
“Scotland’s Winter Paradise” “Paradwys Gaeaf yr Alban”
The Problem: Ski decline – 70% in 20 years Y Broblem: dirywiad sgio – 70% mewn 20 mlynedd

4. 1. Aviemore + Cairngorms
The Problem: Skier Days Y Broblem: Dyddiau Sgio
1988
2009 = c. 15%
of 1988 peak

5. 1. Aviemore + Cairngorms
“Scotland’s Winter Paradise” = winter only “Paradwys Gaeaf yr Alban” = gaeaf yn unig “Scotland’s Natural Adventure” = year-round “Antur Naturiol yr Alban” = trwy’r flwyddyn

6. 1. Aviemore + Cairngorms
“Scotland’s Natural Adventure” = year-round “Antur Naturiol yr Alban” = trwy’r flwyddyn

7. 1. Aviemore + Cairngorms
“Scotland’s Natural Adventure” = year-round “Antur Naturiol yr Alban” = trwy’r flwyddyn

8. 1. Aviemore + Cairngorms Lessons: Gwersi
Brand = big idea – “Scotland’s Natural Adventure” Brand = syniad mawr - “Antur Naturiol yr Alban”
Critical mass of medium-large businesses: Crynswth allweddol o fusnesau canolig a mawr:
Gwestai MacDonald Hotels
Gwesty’r Hilton Hotel
Ystâd Rothiemurchus Estate
Mynydd Cairngorm Mountain
Llety Glenmore Lodge – Scottish National Outdoor Training Centre Canolfan Hyfforddiant Awyr Agored Cenedlaethol yr Alban
Commitment by local leaders/ambassadors Ymrwymiad gan arweinwyr/ llysgenhadon
Results focus – target bednights Ffocws ar ganlyniadau – nosau gwely fel nôd

9. 1. Aviemore + Cairngorms Lessons: Gwersi
Emphasis on branding & marketing (PR, web, social media) Pwyslais ar frandio a marchnata (CC, Y Wê, cyfryngau cymdeithasol)
Skills base – outdoor Sylfaen sgiliau – awyr agored
Public sector support (c.£120k – 50/50) Cefnogaeth y sector gyhoeddus (c. £120k – 50/50)
“Anchor tenant” “Deiliad angorol”
Community on board – shoe leather Y gymuned yn rhan – lledr esgid
Link to Visit Scotland national strategic framework (sub-sectors: golf, activities, wildlife, attractions) Linc i fframwaith strategol genedlaethol Visit Scotland (is-sectorau: golff, gweithgareddau, bywyd gwyllt, atyniadau)
Leisure and conference sectors Sectorau hamdden a chynadledda

10. 2. Outdoor Capital Prifle Awyr Agored – Lochaber/Fort William
Lochaber/Fort William: “Outdoor Capital of the UK” “Prifle Awyr Agored y DU”

11. 2. Outdoor Capital Prifle Awyr Agored – Lochaber
Events:Digwyddiadau
Mountain biking: UCI Mountain Bike World Cup – rounds since 2011 & World Championships in 2007 Beicio mynydd: Cwpan y Byd UCI – cymalau ers 2011 a Phencampwriaethau Byd yn 2007
Adventure Racing World Championships (2007) – bike, hike, swim, canyoning, climbing Rasio Antur Pencampwriaethau Byd (2007) – beicio, heicio, nofio, ceunantio, dringo
Orienteering Cyferiannu
From no ski to ski plus! – Nevis Range O ddim sgio i sgio+! Mynyddoedd Nevis
Films: Ffilmiau:
Braveheart
Highlander
Harry Potter
Rob Roy

12. 2. Outdoor Capital Prifle Awyr Agored – Lochaber
“…….it’s the atmosphere that puts Fort William in front, year after year” “….yr awyrgylch sy’n rhoi Fort William ar y blaen, blwyddyn ar ol blwyddyn”
(2012)

13. 2. Outdoor Capital Prifle Awyr Agored – Lochaber/Fort William

14. 2. Outdoor Capital Prifle Awyr Agored – Lochaber/Fort William

15. 2. Outdoor Capital Prifle Awyr Agored – Lochaber/Fort William
Lessons: Gwersi
Brand = big idea – “Outdoor Capital” Brand = syniad mawr – “Prifle Awyr Agored”
Activity – youth emphasis / adrenalin sports (cf. Queenstown) Gweithgaredd – pwyslais ar ieuenctid/ chwaraeon adrenalin (cf. Queenstown)
High profile events – reflect brand / “sense of place” Digwyddiadau proffil uchel – yn adlewyrchu’r brand/”naws y lle”
Commitment by local leaders/ambassadors Ymroddiad gan arweinwyr lleol/llysgenhadon
Year-round Rownd y flwyddyn

16. Big brand idea Syniad brand mawr
Destination Management: Critical Success Factors Rheolaeth Cyrchfan: Ffactorau Llwyddiant Allweddol
Big brand idea Syniad brand mawr
Committed leaders Arweinwyr ymroddedig
Community involvement Ymglymiad cymunedol
Shared goal – respect for different objectives Rhannu nôd – parch tuag at wahanol amcanion
Partnership Partneriaeth
Trust, cooperation Ymddiriedolaeth, cydweithrediad
Sustained commitment Ymroddiad parhaus
Market understanding and focus: Dealltwriaeth a ffocws marchnad:
Who - segments? Pwy – segmentau?
Why - motivation & values? Pam – cymhelliad a gwerthoedd
Resources: human + financial – esp. start-up Adnoddau: dynol + ariannol – yn enwedig cychwynol
Regular, effective communication Cyfathrebu cyson ac effeithiol
Monitoring & honest feedback Monitro ac adborth gonest