glasgow’s tourism action plan to 2016 - visitscotland ... · pdf fileglasgow’s...

GlasGow’s Tourism acTion Plan To 2016

activity lead supporting Timescale status indicative outputs Funding

imaGe and Brand

Strengthen and maximize the economic impact and value of Glasgow: scotland with style by developing and implementing brand strategy

Match VS products and market segments; complimentary branding themes across Visitor Information Centres & tourism signage

GCMB

TSG/ VS

TSG & Industry

TSG & Industry

1-5 years

1-2 years

Achieve positive targeted changes in perception and purchasing pattern of Glasgow, monitored through brand tracking programme, to include event and conference revenues of £750 million.

Increased customer satisfaction/spend as result of matched experiences, activities and attractions (participation in targeted and themed marketing campaigns)

£20 million over 5 years

Introduce new marketing activities aligned with the Visit Scotland tourism prospectus 5 drivers for growth. Maximise industry participation in marketing opportunities to raise profile of Glasgow in key campaigns.

Increased marketing Incremental marketing Capacity utilization Cross-selling Infrastructure investment

VS TSG & Industry

1-5 years Increase/maintain profile of city

Increased revenue generated within/by industry product providers

Participation in Homecoming Scotland 2009 programme; increased visits to city stimulated by events

£10m over 5 years

Maximise the image and brand opportunities arising from hosting the 2014 Commonwealth Games

GCMB TSG / 2014 Company & Industry

1-8 years Development of pre and post 2014 communications strategy and measurement systems to evaluate attributable impact of the Games

TBC

1discussion stage planning stage implementation stage



PeoPle

Delivery of the Glasgow Tourism Service Initiative to raise standards of service and professionalism, and improve consistency in the quality of visitor experience in Glasgow across every touch point across the City

SE TSG/ Industry/Sector Skills Council

1-5 years Increased levels of customer satisfaction reported through visitor surveys

Increased number of businesses engaged in training and development activity

£0.4 million over 5 years

Maximise Glasgow tourism businesses take up of opportunities offered through SE’s Tourism Management Development Programme

SE TSG & Industry

1-3 years Improved quality of management & leadership in Glasgow’s tourism businesses, as measured by survey

Existing budgets

Work with the Sector Skills Council and Skills Development Scotland to strengthen links between tourism businesses, training providers, colleges and universities

SE Skills Development Scotland/Sector Skills Council

1-5 years Reduce skills gaps and shortages in Glasgow’s tourism sector

Increased levels of skills and qualifications held by staff within the industry

Lead responsibility will transfer to Skills Development Scotland over the next 12 months

TBC



Place: accommodaTion

Continue co-ordinate approach to attracting premier hotel operators to the city Development of target list of prospective operators. Delivery of a one-stop resource for all potential hotel developers and investors Facilitation of a fast-track site location and planning application process

SDI/TSG TSG TSG GCC

Industry 1–8 years Immediate Immediate Immediate

Increased number of enquiries, site visits planning applications and increased conversion rates. 3000 additional premier hotel rooms Number of hotel applications approved within 8 weeks

£300 million Existing resources

Place: icT

Tourism Information Communication Technology (ICT) group to identify opportunities and deliver solutions to assist visitors at all stages of the customer journey. Local marketing outreach activity at conferences and events to maximize cross-selling opportunities

GCMB SE/VS & Industry

1-6 years Increased usage of destination web portal www.seeglasgow.com Increased ICT usage amongst tourism businesses Increased sales of tourism products Cost effective delivery of information and services and improved ease of booking. Increased delivery channels

Existing budgets



Place: TransPorT

Improve direct access to Glasgow nationally and internationally, by air, sea and surface through a targeted route development plan

GCMB/ VS

SDI/ Industry

5 years Route Development Plans developed for air, sea and surface within 1 year Protect and improve number of direct routes and services Increased frequency and capacity on key routes


Develop integrated through-ticketing packages (Glasgow Pass, smartcard, oyster equivalent)

SPT/Transport Scotland

TSG & Industry

6 years Increased sales of tickets / packages and stimulate higher levels of trade Improved dispersal of visitors around city Increased duration of and repeat visits

TBC

Introduce sustainable options for city centre travel and accessibility to complement strategic transport infrastructure, including:

Improve and expand city cycle infrastructure

Implement core paths programme

Encourage development of river transport

Improve public transport information for visitors

GCC SPT & Industry

3-5 years Increased transport options for visitors Reduced transport impact per visitor Improved visitor dispersal Greater levels of walking and cycling

TBC



ProducT: culTure, leisure and VisiTor aTTracTions

Public / private joint working to develop tourism products for Glasgow, including:

Improved signage, orientation and interpretation throughout the city

Support and develop the Lighting Strategy

Develop an events and venue portal on seeglasgow.com

Develop and promote experiential, themed and neighbourhood products

Attract and promote major collections and blockbuster exhibitions

Focused promotion on key Arts & Cultural attractions such as the new Transport Museum and SECC Arena

Support UNESCO City of Music accreditation

Create cross selling networks to opportunities to encourage improved value packages, visitor satisfaction and ROI

TSG

GCC

GCC

GCMB

TSG

CSG/GCMB

CSG/GCMB

TSG

TSG

Industry

TSG & Industry

TSG

Industry

Industry

TSG & Industry

TSG & Industry

Industry

Industry

1-6 years

1-6 years

1-8 years

1 year

1-8 years

1-8 years

1-3 years

1-5 years

1-5 years

Outputs across the activity programme to include:

Increased revenue generated within/by industry product providers

Improved customer satisfaction

Increased awareness of the Glasgow brand and destination recommendation

Reduced cost of visitor and customer acquisition

Increased duration of and repeat visits and improved dispersal of visitors around city

Increased inclusion of existing and additional communities in sharing economic benefits from tourism through use of city and non city centre assets

Increased numbers of permanent, full time jobs across all job types

Increased usage of tourism assets by all demographic groups

£50M over term of action plan



ProducT: meeTinGs, conVenTions and exhiBiTions

Continue expansion of ambassador programme.

GCMB TSG / Industry

Achieve increase in number of ambassadors leading to increasing sales leads in the international marketplace

Existing Budgets

Develop a joint marketing strategy for the new Arena at SECC

SECC/GCMB

TSG 1-5 years Increased event attendance figures in line with venue projections Attract 4 international conventions per annum

TBC

Research in partnership with BTU and bid for conferences that fit Glasgow’s key growth sectors

GCMB/SE/VS

TSG 1-5 years Fully integrated approach to maximise economic benefit.

Existing Budgets

Encourage development of banqueting facilities in excess of 1000 capacity.

GCMB TSG 1-5 years Achieve a venue within timescale TBC

To develop an inward location strategy for international associations

GCMB/SDI/SE/GCC

1-5 years Strategy and process agreed in Year 1 5 international associations to locate in Glasgow by Year 5

Existing Budgets



ProducT: major eVenTs

Deliver the Major Events Strategy.

Key activity to include:

Appraisal of Event Opportunities

Research in the International Marketplace

Business planning

Providing Support for bids

Funding support

Business and Commercial Development advice

Project Management

Knowledge Management

Governance through Key Performance Indicators

International positioning

Brand metrics

SMEF Industry 1-5 years Procure, develop and create major events to:

generate major economic benefit for Glasgow

attract large numbers of visitors and tourists

have brand fit and substantial profile in our key external target markets

strengthen economic development and the creation of wealth in Glasgow

provide a focus for sports and cultural development by allowing Glaswegians, especially young people, to see at first hand the world’s best athletes and performers, and significant works of art and historical objects

maintain and increase the pace of infrastructure development

value assessment

£30 million



ProducT: archiTecTure

Implement the published 5 year Mackintosh development plan to extend audiences and provide new visitor experiences

MHG TSG/ Industry 1-5 years 50% increase in visitors to Rennie Mackintosh associated products and attractions


To work towards inscription of a Mackintosh World Heritage Site

GCC TSG 1-10 years Award of Status Ongoing

Develop marketing strategies to promote the built environment and architectural heritage of the city, such as that of Historic Glasgow

TSG Industry partners including GBPT/ RIAS/The Lighthouse/THI

1 year Completion of strategies and action plans Existing Budgets

ProducT: merchanT ciTy

Implement the Merchant City Tourism Action Plan to increase business collaboration, enhance tourism products and events within the Merchant City area and develop new marketing and promotional activities.

Industry (MCMG)

TSG/ Industry 1-3 years 8% increase in visitor numbers to Merchant City.

20% increase in visitor spend in Merchant City

Development of Merchant City Festival product


ProducT: clyde waTerFronT

Develop and implement river-focused marketing and product development activity working with key River Clyde stakeholders and other local, national and international partners

Clyde Waterfront Strategic Partnership

TSG/ GCC/CSG 1 -5 years Increased collaboration between private sector operators along the River Clyde

Development of new products, including the Riverside Museum, more water access points, river operators and experiences to complement physical development investment along the River Clyde Waterfront

Increased footfall, event attendance and profile of River Clyde

Existing Budgets



ProducT: reTail

Continue to implement retail-focused marketing activity (e.g. seasonal & event-based campaigns to support the style mile) with local, national and international partners.

GCMB TSG/Industry 1-5 years Increased footfall and retail sales linked to specific campaign objectives

£3.75m

Implement Glasgow’s marketing plan for retail inward investment (developers and occupiers) with linkages to National Tourism Investment Plan

GCC/GCMB/CofC/VS

1-5 years A programme of activity to attract targeted global branded retailers to Glasgow, target output one targeted business per year.

Increased indigenous business growth, target output 2 major store expansions per year.

£50k



susTainaBle Tourism

Support the Clean Glasgow campaign GCC TSG 1-5 years Enhanced cleansing services and cleaner city centre

£17m

Continue investment in high quality public realm

GCC TSG 1-5 years High quality public realm throughout city centre

£7m

Identify opportunities to improve visitor wellbeing

GCSS TSG 1-5 years High level of safety and security throughout the city with special focus on the city centre.

Encourage sustainable practice and offer guidance

VS TSG 1-5 years Year-on-year increase in number of Glasgow businesses participating in Green Tourism Business Scheme Reduced seasonality through delivery of off-season packages and promotions

£10K



Business innoVaTion

Work with industry and partners to increase levels of innovation, collaboration and product development within the tourism industry in Glasgow. Deliver collaborative projects with support from VS Growth Fund

SE VS

TSG Industry

1-3 years More businesses adopting innovative approaches to products and service delivery in Glasgow 10 new Tourism Products launched Increased use of research and customer intelligence to inform product development 40 Glasgow Tourism businesses signed up to Tourism Intelligence Scotland Develop key performance indicators to measure increased collaboration between businesses within the city and with businesses in other destinations

Existing Budgets

Identify opportunities to encourage more tourism business start ups in the City and support tourism business growth.

Business Gateway

SE/TSG 1-5 years Increased growth amongst existing tourism businesses Baseline start up and survival level established Increased number of tourism business start ups and survival rates

TBC



markeT inTelliGence and measurinG ProGress

Establish a forward programme of research for the term of tourism strategy

Create a performance measurement framework

Establish a consistent economic evaluation process for tourism in Glasgow

TSG Tourism Intelligence Scotland / VS

1-8 years Secure joint resources to achieve outputs. Glasgow tourism benchmarked on a wide range of industry-specific performance criteria (strategic and operational), selected to show change over time and to allow comparison with competitor cities in the UK and abroad Economic evaluation framework in place, identifying key economic performance measures for tourism in Glasgow. Independent retrospective evaluation on 3 year cycle Agreed performance targets in place for both tourism and economic criteria

TBC

Raise awareness of the importance of customer feedback as a tool for business decision making Develop and implement customer feedback systems to ensure delivery of a professional customer-focused service by all tourism providers

SE Industry/ TSG

1-5 years Secure joint resources to achieve outputs Establish a customer service benchmark to enable improvement targets for the future to be set Customer feedback systems in place across all aspects of the tourism experience in Glasgow Targeted improvements in citywide customer service will ensure product and service development is customer driven

TBC

Glossary oF Terms

activity The ‘step-change’ tourism development activities to be delivered in the city.

lead Organisations and partnerships responsible for leading the delivery of actions

supporting Organisations and partnerships responsible for the delivery of actions

Timescale Expected number of years for the activity to be delivered

status discussion stage planning stage implementation stage

indicative outputs Main criteria by which activity will be measured

Funding Estimated funding for the activity from all sources

Glossary oF Terms

GcmB Glasgow City Marketing Bureau

Vs VisitScotland

TsG Tourism Strategy Group

se Scottish Enterprise

sdi Scottish Development International

Gcc Glasgow City Council

sPT Strathclyde Partnership for Transport

csG Culture & Sport Glasgow

secc Scottish Exhibition & Conference Centre

smeF Strategic Major Events Forum

mhG Mackintosh Heritage Group

mcmG Merchant City Marketing Group

coc Chamber of Commerce

Gcss Glasgow Community & Safety Services

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www.GlasGowTourismsTraTeGy.com

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