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Cairngorms National Park policy

Cairngorms National Park policy. The Scottish government’s four aims of Scottish National Parks To conserve and enhance the natural and cultural heritage of the area To promote sustainable use of the natural resources of the area

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Cairngorms National Park policy

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  1. Cairngorms National Park policy The Scottish government’s four aims of Scottish National Parks • To conserve and enhance the natural and cultural heritage of the area • To promote sustainable use of the natural resources of the area • To promote understanding and enjoyment (including enjoyment in the form of recreation) of the special qualities of the area by the public • To promote sustainable economic and social development of the area’s communities.

  2. Grow year-round tourism, length of stay and spend per head Customer focus Strengthen awareness and understanding Promote geographical diversity Minimise negative environmental impacts and gain support for the conservation and enhancement of the Cairngorms Leadership and partnership

  3. 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

  4. Promotion • Development • Advocacy

  5. Membership Principles • Subscription based • One member one vote • Sector & Localised • Charter Agreement

  6. 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.

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

  8. Going mobile

  9. Off-line

  10. Media

  11. Customer Journey Tell CBP

  12. Customer Journey Tell

  13. Development

  14. Community

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

  16. Economic Development • NPP2 2012-2017 • Economic Development Strategy • Economic Diversification • Infrastructure • Communications • Business Interests

  17. Assets into experiences Business tourism Nature & heritage Events & festivals Towns & cities

  18. DMO Land

  19. Future Blueprint? • ‘Market forces’ & private sector led • Public sector as an enabling partner • Framework required • DMO as a conduit: National Strategy – acting local

  20. Scary detail? • Local partnership delivery VIC services • DMO deliver local Print • ‘One web’ local upwards........ • Local partnership delivery of QA • Local lead on local training • Combined Ops Plans, Budgets & Seconded staff

  21. alan.rankin@visitcairngorms.com

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