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Destination Development

Destination Development. Graeme Ambrose , Destination Loch Ness Ltd. Why Destination Loch Ness (DLN) was established ? What are the key stages in the process of destination development and how DLN has used this framework ?

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Destination Development

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  1. Destination Development Graeme Ambrose, Destination Loch Ness Ltd

  2. Why Destination Loch Ness (DLN) was established ? • What are the key stages in the process of destination development and how DLN has used this framework ? • What have been the challenges and how DLN has endeavoured to meet these challenges ? • What next ?

  3. Destination Loch Ness Ltd • Established May 2006 • Board of 9 directors and 2 advisers to the Board representing Historic Scotland and British Waterways • Over 100 member businesses covering all tourism sectors as well as shops/services • Five local business associations affiliated to DLN • A geographical spread of members encompassing Fort Augustus & Invermoristion, South Loch Ness, Drumnadrochit, Strathglass, Beauly and Inverness • Websites www.visitlochness.com & www.nesslink.co.uk

  4. Why was Destination Loch Ness established ? • There was an understanding that as a destination Loch Ness was ‘tired’, with a low level of visitor spend and high level of economic leakage out of the area • There was an understanding amongst a number of key businesses that if this was to change it required a new approach, an approach that put the destination and improvement of the visitor experience in the destination at the centre of all development

  5. Benefits of this approach • The Visitor: increased satisfaction leading to longer stay, greater spend, increased repeat visits and a higher likelihood of recommending others • The Destination: increased competitiveness as a result of collaboration and shared resources driven by a clear market focus • The Businesses: increased profitability and viability from increased visitors spending, year-round tourism activity, opportunities for collaborative working and marketing Source: www.tourism-intelligence.co.uk

  6. Understanding the destination • What are it’s strengths and weaknesses ? • What are the key markets at present and what are the markets that are key to the future of the destination ? • How does Loch Ness compare with other destinations? • How does the destination measure up in its own right?

  7. ‘To re-establish Loch Ness as one of Scotland’s premier iconic destinations’

  8. Re branding, away from simply a ‘must see’ destination to a ‘must experience’ destination • Encouraging the increased provision of quality serviced accommodation • Working with public agencies to enhance the viewpoints and lay bys around Loch Ness – making them not only more accessible, but creating opportunities to see Loch Ness in different ways • Working with public agencies and interested private businesses to improve the piers and jetties so that they become again not only usable, but of a standard that will provide new and enhanced visitor experiences and encourage the growth of new ways of seeing and exploring Loch Ness. • Promoting the increased provision of art and specialist retail • Promoting the increased provision of outdoor activities • Increasing the provision of gateway signage and local signage which informs the visitor • Enhancing the provision of visitor information at key points around the loch.

  9. How do you turn your vision in to reality ? • A clear strategy for growth • Industry buy in and commitment • Public sector buy in and commitment • Community support • ‘Champions’ who will help drive the strategy forward • The skills attitude and knowledge of people in the destination to enhance the visitor experience • A clear marketing strategy for the destination • Adequate funding to deliver growth and sustainability

  10. Understanding better the priorities of businesses and delivering real member benefits that reflect this • Engaging directly with the businesses and communities • Engaging directly with the public agencies • Developing Nesslink • Using our ‘champions’ to support the concept of destination development • Using customer feedback to support the need to improve the visitor experience in the destination • Working towards self sustainability

  11. How will we measure success? • By the level of visitor satisfaction • By the improvements on the ground in the destination as a direct result of customer feedback • By the improvements in business standards as a result of customer feedback • By the investment that DLN itself is able to make in the destination • By the collaborative working of DLN and public agencies to improve the product on the ground • By the volume and value of tourism to the area • By business confidence and investment • By support from businesses for DLN

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