Outer Hebrides Tourism Industry Association Tourism Outer Hebrides 2020 An integrated strategic framework for delivering growth in the Outer Hebrides Ian Fordham Chairman, Outer Hebrides Tourism Industry Association

Outer Hebrides Tourism Industry Association 2 Tourism Outer Hebrides February 2014 Outline National Tourism Context Process for strategy development in the Outer Hebrides Commitment, buy-in and support Deliverables Relevance to the CPP

Outer Hebrides Tourism Industry Association 3 Tourism Outer Hebrides February 2014 National Strategy - Tourism Scotland 2020 Vision Our vision, for 2020 and beyond, is to make Scotland a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people. Mission Our mission for the industry as a whole is to break from the status quo and achieve an overnight visitor spend of between £5.5bn and £6.5bn by 2020, generating an additional £1bn or more (at 2011 prices). Sustainable economic growth that we will deliver by meeting and exceeding visitor expectations for quality, authentic experiences. An industry led strategy, developed by the Scottish Tourism Alliance, supported by the public sector

Outer Hebrides Tourism Industry Association 4 Tourism Outer Hebrides February 2014

Outer Hebrides Tourism Industry Association 5 Tourism Outer Hebrides February 2014 Outer Hebrides Strategy Development Process Inputs Steering – HIE/CnES/VS/OHTIA Commitment to make new strategy industry centric External facilitator / co-ordinator Carron Tobin – Rural Dimensions Worked on national strategy Key inputs Consumer research 7 Industry workshops (Barra to Lewis) 2 Stakeholder workshops Hitrans, SNH, Loganair, Calmac, SDS, HIE, CnES, VS, SPA…. Islands Visitor Survey 2013/14 Timescales -Consumer research – July Phase 1 industry workshops – August Stakeholder workshop #1 – August 2013 Strategy draft 1 -Phase 2 industry workshops – February Stakeholder workshops #2 – February 2014 Strategy draft 2 -Launch – Tourism Industry Conference – April 2014

Outer Hebrides Tourism Industry Association 6 Tourism Outer Hebrides February 2014 All on one page!

Outer Hebrides Tourism Industry Association 7 Tourism Outer Hebrides February 2014

Outer Hebrides Tourism Industry Association 8 Tourism Outer Hebrides February 2014

Outer Hebrides Tourism Industry Association 9 Tourism Outer Hebrides February 2014

Outer Hebrides Tourism Industry Association 10 Tourism Outer Hebrides February 2014 Key Target – Grow value of Tourism from £53m to £64m - £66m by 2020 Secondary Targets Total number of visitors Spend per visit Length of season Occupancy rates Age profile (over and under 45) Duration of stay Visitor Satisfaction Measured by Annual Mini Visitor Surveys Island wide visitor survey with Orkney and Shetland in 2017/18 Occupancy Stats (general and island by island) Business barometer (pilot then roll out) Detailed visitor information Etc, etc

Outer Hebrides Tourism Industry Association 11 Tourism Outer Hebrides February 2014

Outer Hebrides Tourism Industry Association 12 Tourism Outer Hebrides February 2014 Local and National Alignment Tourism Outer Hebrides 2020 CPP Economy Outcome Group Outer Hebrides Community Planning Partnership Tourism Scotland 2020 Outer Hebrides Single Outcome Agreement

Outer Hebrides Tourism Industry Association 13 Tourism Outer Hebrides February 2014 Questions… From me…. -Should the CPP entrust delivery of its tourism related targets to the TOH Leadership Group? -Should the Economy Outcome Group align its tourism related targets with TOH 2020? -How will we secure resources and £’s investment to deliver? -How do secure resources to monitor progress? -Can we get an early commitment to start measurement project? From CPP members…. ?

Outer Hebrides Tourism Industry Association Thank you