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Scottish Tourism Forum

Scottish Tourism Forum. Scottish Tourism Forum. Major Tourism Initiatives ‘The Work of the Area Tourist Board’. James Fraser. Case Studies. Scotland’s Heritage Capital City of Stirling Scotland’s Sea Kingdom The Argyll Islands Scotland’s First National Park Argyll & the Trossachs

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Scottish Tourism Forum

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  1. Scottish Tourism Forum

  2. Scottish Tourism Forum Major Tourism Initiatives ‘The Work of the Area Tourist Board’ James Fraser

  3. Case Studies • Scotland’s Heritage Capital • City of Stirling • Scotland’s Sea Kingdom • The Argyll Islands • Scotland’s First National Park • Argyll & the Trossachs • Scotland’s Millennium Link • Edinburgh/Falkirk/Glasgow • Scotland’s TIC Network • Argyll, the Isles, Loch Lomond Stirling & Trossachs Overview

  4. Scotland’s Heritage Capital City of Stirling

  5. Scotland’s Heritage Capital ‘Futureworld’ A vision of Stirling’s future as a centre of Heritage excellence from the early 1980’s City of Stirling

  6. Scotland’s Heritage Capital • Stirling Initiative Partners • The local community • Scottish Office / Scottish Executive • Stirling Council • Area Tourist Board • Scottish Tourist Board / Visit Scotland • Scottish Enterprise Forth Valley • Historic Scotland • Scottish Homes City of Stirling

  7. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Old Town

  8. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Youth Hostel

  9. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Youth Hostel

  10. C A S E S T U D Y Scotland’s Heritage Capital City of Stirling - Old Town Jail

  11. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Castle

  12. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Castle

  13. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Old Town

  14. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Old Town

  15. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Streetscape

  16. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Back Walk

  17. Scotland’s Heritage Capital C A S E S T U D Y City of Stirling - Marketing

  18. Scotland’s Heritage Capital • Stirling Old Town - Key Achievements • Restoration & new uses for 12 major landmark buildings • Stimulating new tourism enterprises • Major streetscape improvement schemes • Extensive events programmes • Investment of over £140 million • Doubling of visitor numbers at major attractions • e.g Stirling Castle / National Wallace Monument City of Stirling

  19. Scotland’s Heritage Capital Tourist Visitor Demographics 2000 Day Visitors 3,000,000 Overnight Visitors 800,000 Total Visitor Days 5,600,000 Average Stay (nights) 3 City of Stirling

  20. Leisure Users Tourist Amenities Visitor Attractions Cultural Destination Retail Access Key Performance Indicators Maintenance Business Involvement Community Safety Marketing Scotland’s Heritage Capital Sustaining City Centre Development City of Stirling

  21. Leisure Users Tourist Amenities Visitor Attractions Cultural Destination Retail Scotland’s Heritage Capital Sustaining City Centre Development A Vibrant Stirling City Centre. City of Stirling

  22. Scotland’s Heritage Capital • Development Content • 12,000 square metres of specialty retail and restaurants • 1200 seat auditorium for conferences and entertainment • Car parks, coach park and tourist arrival facilities • Riverside park and Stirling harbour regeneration • 150 bedroom hotel • 5 Screen Cinema • Offices • Civic Square • Gateway tourist information centre • Key link to rapid transit system City of Stirling - Forthside

  23. Scotland’s Heritage Capital Riverside Site cleared ready for major development City of Stirling

  24. C A S E S T U D Y Scotland’s Heritage Capital City of Stirling - Station Square

  25. Scotland’s Sea Kingdom Objectives • To protect, nurture and promote all aspects of the unique natural and cultural heritage of the Argyll islands. • To ensure the continuingwell being of islandcommunities. The Nadair Trust

  26. Scotland’s Sea Kingdom • Partners • Local Communities • Heritage Lottery Fund • Area Tourist Board • Argyll & Islands Enterprise • Argyll & Bute Council • Historic Scotland • Scottish Natural Heritage • Royal Society for the Protection of Birds The Nadair Trust

  27. Scotland’s Sea Kingdom Sea Kingdom Promotions

  28. Scotland’s Sea Kingdom Isle of Bute Discovery Centre at The Winter Gardens Isle of Bute

  29. C A S E S T U D Y Scotland’s Sea Kingdom Marine Education

  30. C A S E S T U D Y Scotland’s Sea Kingdom Isle of Lismore

  31. C A S E S T U D Y Scotland’s Sea Kingdom Isle of Islay

  32. C A S E S T U D Y Scotland’s 1st National Park Overview

  33. Scotland’s 1st National Park • to conserve and enhance the natural and cultural heritage; • to promote the sustainable use of natural resources; • to promote understanding and enjoyment; • to promote sustainable economic and social development Objectives

  34. C A S E S T U D Y Scotland’s 1st National Park Loch Lomond Shores

  35. C A S E S T U D Y Scotland’s 1st National Park Gateway Centre

  36. C A S E S T U D Y Scotland’s 1st National Park Gateway Centre

  37. C A S E S T U D Y Scotland’s 1st National Park Early Actions

  38. C A S E S T U D Y Scotland’s 1st National Park Early Actions

  39. This £87 million project has re-established the historic canal link between Glasgow & Edinburgh and the east & west coasts of Scotland. The canal re-opening is a major catalyst for regeneration. At 68 miles (110km) long, it’s the biggest British canal restoration ever undertaken. Partners include local authorities, British Waterways, Scottish Enterprise, European Regional Development Fund and the Millennium Commission. Scotland’s Millennium Link Overview

  40. C A S E S T U D Y Scotland’s Millennium Link Forth,Clyde & Union Canals

  41. C A S E S T U D Y Scotland’s Millennium Link Forth,Clyde & Union Canals

  42. C A S E S T U D Y Scotland’s Millennium Link Falkirk Wheel Construction

  43. C A S E S T U D Y Scotland’s Millennium Link Standing 35 metres high, 35 metres wide & 30 metres long, the Falkirk Wheel is the world’s first rotating boat lift & the only structure of is kind in the world. The wheel is capable of lifting the weight of about 100 adult African elephants (600 tonnes) taking eight or more boats at a time Weighing in at 1800 tonnes (including water) the wheel only requires the power equivalent of two kettles to make it turn. Falkirk Wheel

  44. C A S E S T U D Y Scotland’s Millennium Link Falkirk Town

  45. Scotland’s Millennium Link Falkirk Wheel

  46. C A S E S T U D Y Scotland’s Millennium Link Falkirk Inspired

  47. Scotland’s TIC Network • If every visitor was encouraged to stay an extra day in Scotland, annual tourism expenditure would increase by £370 million. • It is easier and more cost effective to influence an existing visitor than it is to create a new visitor. • Over 70% of visits to Scotland are accounted for by repeat visitors. • Recent research shows that previous experience & recommendations are overwhelmingly the main influence in deciding to visit. • The provision of quality services is a powerful tool in the development of Scotland as a major tourism destination. Key Facts

  48. Scotland’s TIC Network Until the wider strategic importance of visitor servicing activity • high quality product • high quality services • high quality information is recognised, tourism in Scotland will never develop to its fullest potential. Visitor Services

  49. Scotland’s TIC Network Until the wider strategic importance of visitor servicing activity is recognised, tourism in Scotland will never develop to its fullest potential. Visitor Services

  50. Scotland’s TIC Network • 28 Tourist information centres • 2.6 million visitor enquiries per annum • 37% of Scottish total TIC Network

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