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Review of Tourism in Aberdeen and Aberdeenshire

Review of Tourism in Aberdeen and Aberdeenshire. Elaine Booth, Area Tourism Partnership Manager. History of our Tourism Groups. Area Tourist Boards Dissolved in 2005 The Area Tourism Partnership Created in 2006 No real influence Visit Royal Deeside Key Scottish Enterprise destination

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Review of Tourism in Aberdeen and Aberdeenshire

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  1. Review of Tourism in Aberdeen and Aberdeenshire Elaine Booth, Area Tourism Partnership Manager

  2. History of our Tourism Groups • Area Tourist Boards • Dissolved in 2005 • The Area Tourism Partnership • Created in 2006 • No real influence • Visit Royal Deeside • Key Scottish Enterprise destination • Focus on Business and Product development • Banffshire Coast Tourism Partnership • Created from Banff and Buchan Tourism Forum • Focus Business Product Development and some marketing initiatives • VisitAberdeen • Created 2012 • Key Focus Marketing

  3. The Tourism Landscape STA/ Scottish Government Aberdeen City and Shire Hotel Association Visit Aberdeen DMO Turriff Tourism Action Group Huntly and District Tourism Action Group Banffshire Coast Tourism Partnership DMO Stonehaven Tourism Group ACSEF SE, LAs, VS Visit Royal Deeside DMO Ancestral Tourism Fraserburgh Tourism Group Visitor Attractions Education Braemar Tourism Group Retail ATP Activity Providers LA & VS Restaurants, cafes Transport

  4. Why Review? • Cluttered landscape • Not all areas being covered • Unsustainable DMO’s • Changing priorities of funders

  5. What we asked them to do …. • Review the regional tourism structures • Recommend • Clear strategic direction • Sustainable funding model(s) • Review the tourism opportunities for the city and Aberdeenshire

  6. The future ……. • A single tourism organisation – Aberdeen and Aberdeenshire Tourism Co. - AATC (working title) • Aligned objectives, consolidated resources • Concerns: • Loss of local identity • Business won’t engage with a ‘distant’ body • The proposition(s) • Funding & sustainability

  7. What will AATC do? • Destination marketing • Develop & market leisure experiences • Business tourism marketing • Skills & people development • Business innovation & leadership • Forum & network for tourism sector • Lobbying • Research

  8. Backing AATC to.……. • Transform image and perceptions of the area • Up the game in a competitive world • Consolidate marketing spend to cut through • Realise the strength of Aberdeenshire

  9. Where we are now • Completion of • Business Plan • Leisure Marketing • Business Tourism Marketing • Action Plan • Market Fact File • Approval in progress with LA’s and SE • Formation of Shadow Board

  10. Questions?

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