Highland and Moray Area Tourism Partnership Minutes 11 June, 2010 at Cowan House, Inverness
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Highland and Moray Area Tourism Partnership Minutes – 11 June, 2010 at Cowan House, Inverness
Present : (MD) Mike Dunthorne - Inverness, Loch Ness & Nairn area (Chair)
(FC) Fran Cree - North West Highland area (Vice Chair) (SA) Scott Armstrong - VisitScotland (JI) Julie Inglis - VisitScotland (CS) Colin Simpson – The Highland Council
(CB) Chris Bremner - Cairngorms National Park Authority (AS)
Amanda Stewart - Inverness College UHI
(IF) Iain Fairweather - Federation of Small Businesses (RM) Robert Muir – HIE (JillM) Jill McNicol - North East Highland area (MW) Marion Walker - Moray area (JC) Joan Campbell - UHI Millennium Institute (TdB) Teresa de Billot - Outdoor Capital of the UK (JR) Councillor John Russell – The Moray Council (SH) Sandra Hutton – Skye & Lochalsh area (PM) Pierre Masson – The Moray Council (CT) Chris Taylor - HIE (JM) Jack Mackay - Forestry Commission Scotland (IR) Councillor Ian Ross - The Highland Council (IM) Councillor Isobel McCallum – The Highland Council (SS) Shirley Spear - Scottish Tourism Forum Apologies : (FM) Fiona Milligan - Cairngorms National Park Authority (ML) Murray Lamont - North East Highland area (IanM) Ian Mitchell – SNH (AK) Andrew Kirk – Badenoch & Strathspey area (BS) Bob Stradling - Inverness College UHI 1 Welcome and Apologies: MD welcomed everyone to the meeting. There were a few new faces at the meeting so everyone did a round the table introduction. Apologies are noted above. SA informed the meeting of AK’s resignation from the ATP as he is selling his hotel in Carrbridge. Action
Minutes were proposed by MW and seconded by FC. Matters Arising:
CT to distribute Barriers to Growth report to the ATP as soon as possible. BS yet to set up a sub group to look into the issues further and investigate exactly what organisations are dealing with skills in the Highlands.
CS updated the group that the national visitor survey will not go ahead as the European funding application was unsuccessful. CS is meeting with Chris Greenwood from VS at the beginning of July to discuss any options for the Highlands as The Highland Council have committed £15,000. However this will not be enough for a full Highland survey - the last one cost approx £70,000 and the recent CNPA survey cost £40,000. CB offered to share any data or information from the CNPA survey that might be of use. CS suggested the viable option may be a desk survey using a variety of sources, including the CNPA research. CS will update the ATP of the outcomes from his meeting with Chris Greenwood.
JC confirmed the event at the Kingsmills Hotel on 4 May was very successful. She handed out memory sticks with the presentations and information from the day. JC requested the group feedback to her on the architecture of the degree course - this is covered in Rob MacPherson’s presentation. She specifically wants to know if the modules are what the industry are looking for. Industry reps should share this presentation with their members to get as much feedback as possible. The validation is due to happen in mid October 2010, SA sits on the validation panel. SS offered to provide industry input to the panel if necessary. JC plans to hold another event later in the year.
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Industry reps 3 Discussion on Destination Management Organisations (DMOs) DMOs are a significant element in the tourism infrastructure throughout Scotland. There are a number of existing DMOs in the Highlands and a number of areas are aspiring to become DMOs. The main public sector agencies gave an update on their stance on DMOs. SA explained VS had a new Chair (Dr Mike Cantlay) who is very sympathetic and supportive towards DMOs and wants more engagement between VS and DMOs. VS support Destination ‘Management’ Organisations rather than Destination ‘Marketing’ Organisations as VS believe the focus should be more on improving the visitor experience. However, the VS Growth Fund will support groups marketing costs providing these are aligned with VS strategy. This is the only source of funding available from VS.
CT mentioned a number of reports on successful tourism economies - these all show that successful regions focus on destination management. HIE now focus on what will drive growth in an area and will support DMOs who can prove their work is joined up and part of a larger network which is driving development. It is not just the DMO itself but the whole picture. HIE prefer the term Destination ‘Development’ Organisation (DDO). In the past HIE has supported six main groups in Arran, Lochaber (Outdoor Capital of the UK - OCUK), Moray (Moray Tourism Development), North Highlands (North Highlands Tourism), Aviemore (ACDMO - now Cairngorms Business Partnership - CBP) and Loch Ness (Destination Loch Ness - DLN). However they are also working with a number of other groups including those in Orkney and Skye. CT stressed that groups should not get hung up on their ‘name’ or structure it is more about joined up working and producing the results. HIE will support an area where there is a market failure and public sector support is needed to help move forward the growth of that area. CT confirmed there has been a huge interest in the DDO Guide produced by the Enterprise Agencies and VisitScotland - CT will provide a link to this guide. It has been well used and should be there to stimulate thinking rather than being prescriptive. CS confirmed THC supports DDOs but stressed that one size does not fit all and THC funding will be to support the destination rather than the organisation set up to develop that destination. The organisation and structure is not important. THC is a minor funder of DDOs but a major provider of services and it is a key role for Local Authorities to deliver infrastructure that is important for tourism. The main issue THC must grapple with is how to spread support and strike a balance between the traditionally ‘strong’ tourism areas and the ‘weaker’ areas. IR confirmed that equity was the most difficult question facing them in their support for DDOs. He said they will look at link services throughout the Highlands and compliment what is already being done to help ensure there are no gaps. A proposed Highland wide development plan will be launched in August and open for consultation and feedback over a 12 week period. IR urged all members of the ATP to look at this plan and feedback to the Council. PM confirmed that although there is one main DMO in Moray there are a number of other groups that have been operating for a number of years. The hope is that this larger DMO can pull together these groups and achieve more in the longer term. However he reiterated the fact that funding of a DMO with staff is an issue as the industry are unwilling to pay to support staff - they want their contribution to deliver more tangible results they feel bring benefits to their business directly. JM highlighted that FCS is a partner in DMO projects rather than a driver but they have a clear steer to help others to benefit from the forest estate as managed by FCS. They already work closely with CBP and DLN and although do not provide any core funding they can get involved in partnership funded projects which have a positive effect on the forest estate. FCS, as with all public sector agencies, is subject to budget cuts. FCS will not support marketing for the benefit of individual businesses but can be involved in destination marketing. JM believes DMOs must be driven by the private sector with support from the public sector - all agreed with this sentiment. CB confirmed that the Aviemore and Cairngorms DMO - ACDMO, had become the Cairngorms Business Partnership - CBP on 1 April 2010. The aim of this is to integrate different strands of activity to work for the whole national park area. The Cairngorms Chamber of Commerce and ACDMO have joined and are in discussions with other organisations to strengthen the CBP. CNPA has provide funding to support distinct project activity which have Park wide outputs and has also seconded staff to assist with the set up of this new organisation. Currently they have a website
www.visitcairngorms.com and there is a park wide review underway so each area can work together while still retaining their own specific identity. Following this update from the public agencies there was a general discussion. MD asked about HIEs funding as it seemed to be different in each area. CT confirmed it was different depending on what stage of the destination development life cycle an area was in - some funding was for core activities, some for research and feasibility and some for projects. HIE’s support is based on the premise that the private sector cannot do it for itself in that particular area at that particular time. SH confirmed Skye and Lochalsh Tourism Forum - SLTF were working to become a DMO. They held a meeting on 10 June where the new chairman of the group - Alan Beaton - was confirmed. SLTF will focus on destination development and be primarily a business to business organisation - there is already an active marketing group in the area so they will avoid duplication of effort. FC said they have been looking at developing a Wester Ross DMO but following the discussion she now felt Celtic Fringe already fills this role. Celtic Fringe has 150 members and has been working for 12 years. They have managed to sustain a part time member of staff for the majority of this time. There have been talks with Ullapool, Skye & Lochalsh and North Highlands Tourism and although Celtic Fringe has a willingness to work with others they want to retain their own identity. SA confirmed VS was pulling together an event on 21 June for all DMOs or groups with the same function as a DMO. The aim of this event is to give each one a better idea of what the other is
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ALL
doing and how they can work together and learn from each other. CT confirmed the National Tourism Leadership group will update and refresh a map of all the different marketing groups throughout Scotland. SS concerned only three reps on this group from the Highlands and Islands - out of a group of 25 there is a fear the area is under represented. CT will raise this with the group. Good news is CS is also joining the group. Industry reps made the point that business operating within the HIE area face very different challenges to most businesses within the SE area - the HIE area has a greater number of small businesses spread across a larger geographic area so there are some real and different barriers to collaboration within the HIE area. On the issue of funding all agreed that the majority of businesses were willing to pay for marketing but not for destination development so it is important to find a model that works for a specific destination and not just rely on the consultant created model that many groups think of as the ‘correct’ structure for a DMO. Core funding of a DMO with staff is a real problem as the public sector purse becomes smaller - DMOs must become self sustaining. RM suggested SLTF look at a wish list of tasks they wish to achieve as these may be able to be done as partnership projects without the need of DMO staff. CT confirmed HIE will be asking what is the opportunity for growth before considering funding. This may include new products, increased capacity, cross selling etc. HIE will be asking what the group is going to do, who is involved and how much private money is being invested. However, there may be cases where HIE sees an opportunity e.g. in an area with employment deficit - in this case the public sector may be the driving force in the first instance. MW said sustainability was the main issue facing Moray Tourism Development so they have decided to focus on three things 1) Food and drink (which is being driven by another group in the region) 2) Nature and the environment (which MTD will lead on) 3) Heritage (which is being led by The Moray Council). The best way to make tourism work in Moray is by sharing work and working together to achieve shared goals. IR highlighted the Sail West project which has just received funding from THC - this is a project with a strategic fit which will provide tangible infrastructure - these are the sorts of projects which THC will support. All agreed it was important to get the message of inclusion out there so all businesses within a destination were aware of their impact and potential input to a DDO. The aim of a DDO should be to pull together the community for the benefit of the destination. CS highlighted a recent presentation he saw from a group in St Andrews which highlighted what they had done and the benefits this brought to the whole community. PM mentioned BIDS as another potential source of funding - accommodation providers in Inverness are currently looking at this model. There are already BIDS in Inverness and Elgin. The BIDS manager for Scotland will give a presentation to the DMO event on 21 June. The Scottish Government will provide up to £20,000 for an area to do a feasibility study into becoming a BID. FC asked how HIE measured the growth potential of an area. CT used the North Highlands as an example e.g. the regeneration of John o’ Groats the potential offered by cruise ships and archaeology mean a significant impact could be made in this area - it’s about moving an area on. If an area is already successful then perhaps there is not the same opportunity for investment by HIE. HIE are open to destinations themselves highlighting their potential growth opportunities. The discussion then moved onto the links between DMOs and the ATP - of the current seven industry reps, three are already involved with DMOs. SA announced MD’s decision to stand down as chair of the ATP and resign from the ATP as the Inverness, Loch Ness & Nairn tourism forum had effectively ceased. As AK is also standing down it was suggested this may be an opportunity to invite reps from both DLN and CBP to join the ATP. SA will follow this up with the appropriate people at each DMO. All agreed the ATP was the ideal forum to gather reps from the DMOs in the area along with other relevant industry reps and public sector agencies. The role of the ATP is to set up and monitor the tourism strategy for the local area and these are the best placed people to do this. JillM also suggested it would be useful for all DMOs to meet with reps from the public sector agencies on an individual basis every year to have more in-depth discussions on a destination basis.
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SA
4 Any other Business
The Highland Council budgetary review IR gave an update on the budget cuts facing THC - this is not unique as all Local Authority budgets are facing cuts. THC has already implemented savings over the next two years but there is still a £36 million gap - and this may become more after the budget in June and the following spending review. Out of a £600 million budget this is a substantial cut so there are some difficult choices to be made. There is currently a budget review consultation ongoing - this can be found online - see http://www.highland.gov.uk/yourcouncil/news/blog/ for more info. There are also an ongoing number of meetings mostly tied to ward forums. IR encouraged all to look at the proposals and feedback as there will be implications for some key industries, including tourism.
ALL The revenue budget decisions will be made in autumn but there will be no final decisions before then.
IM confirmed Councillors across the Highlands understand the importance of tourism to the economy and that it is a key industry in the region. They will look at all options available, including possibly moving leisure centres and museums into separate Trusts - this is to preserve the service while cutting costs such as business rates etc.
VIC figures In addition to the figures supplied in the VS report SA circulated figures from VICs from 1 Jan - 6 June 2010. These show a decrease in most cases compared to the same period the previous year. However it was agreed these figures should not be taken as a true indication of visitor numbers in an area but simply the number using a VIC. This was made clear as Aviemore had been very busy due to the great ski season but the VIC numbers were down. The ash cloud situation had a detrimental effect on tourism with some research showing April 2010 to be the worst tourism month in six years.
Thanks to MD On behalf of the entire ATP SA thanked MD for his input to the group and his expertise in chairing the meetings over the past year. All agreed he would be a loss to the group and wished him well. 5 Dates and venues for 2010 meetings:
17 September 2010 11am, SNH Office in Golspie ??? November 2010 - following THC Tourism Seminar, THC HQ, Glenurquhart Road, Inverness Download 65.95 Kb. Do'stlaringiz bilan baham: 
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