Glasgow s Tourism action PLAN to 2016

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1 Glasgow s Tourism action PLAN to 2016

2 Image and Brand Strengthen and maximize the economic impact and value of Glasgow: Scotland with style by developing and implementing brand strategy GCMB & 1-5 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. 20 million over 5 years Match VS products and market segments; complimentary branding themes across Visitor Information Centres & tourism signage / VS & 1-2 years Increased customer satisfaction/spend as result of matched experiences, activities and attractions (participation in targeted and themed marketing campaigns) 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 & 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 / 2014 Company & 1-8 years Development of pre and post 2014 communications strategy and measurement systems to evaluate attributable impact of the Games 1

3 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 / / 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 & 1-3 years Improved quality of management & leadership in Glasgow s tourism businesses, as measured by survey 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 2

4 PLACE: Accommodation Continue co-ordinate approach to attracting premier hotel operators to the city SDI/ 1 8 years Increased number of enquiries, site visits planning applications and increased conversion rates. 300 million Development of target list of prospective operators. Immediate 3000 additional premier hotel rooms Delivery of a one-stop resource for all potential hotel developers and investors Immediate Facilitation of a fast-track site location and planning application process GCC Immediate Number of hotel applications approved within 8 weeks 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 & 1-6 years Increased usage of destination web portal Increased ICT usage amongst tourism businesses Increased sales of tourism products budgets Cost effective delivery of information and services and improved ease of booking. Increased delivery channels 3

5 PLACE: Transport Improve direct access to Glasgow nationally and internationally, by air, sea and surface through a targeted route development plan GCMB/ VS SDI/ 5 years Route Development Plans developed for air, sea and surface within 1 year Protect and improve number of direct routes and services 0.5 million over 5 years Increased frequency and capacity on key routes Develop integrated through-ticketing packages (Glasgow Pass, smartcard, oyster equivalent) SPT/ Transport Scotland & 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 Introduce sustainable options for city centre travel and accessibility to complement strategic transport infrastructure, including: GCC SPT & 3-5 years Increased transport options for visitors Reduced transport impact per visitor Improve and expand city cycle infrastructure Implement core paths programme Improved visitor dispersal Greater levels of walking and cycling Encourage development of river transport Improve public transport information for visitors 4

6 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 GCC & 1-6 years 1-6 years Outputs across the activity programme to include: Increased revenue generated within/by industry product providers 50M over term of action plan Support and develop the Lighting Strategy GCC 1-8 years Improved customer satisfaction Develop an events and venue portal on seeglasgow.com GCMB 1 year Increased awareness of the Glasgow brand and destination recommendation Develop and promote experiential, themed and neighbourhood products 1-8 years Reduced cost of visitor and customer acquisition Attract and promote major collections and blockbuster exhibitions CSG/ GCMB & 1-8 years Increased duration of and repeat visits and improved dispersal of visitors around city 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 CSG/ GCMB & 1-3 years 1-5 years 1-5 years 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 5

7 PRODUCT: Meetings, Conventions and Exhibitions Continue expansion of ambassador programme. GCMB / Achieve increase in number of ambassadors leading to increasing sales leads in the international marketplace Budgets Develop a joint marketing strategy for the new Arena at SECC SECC/ GCMB 1-5 years Increased event attendance figures in line with venue projections Attract 4 international conventions per annum Research in partnership with BTU and bid for conferences that fit Glasgow s key growth sectors GCMB/ SE/VS 1-5 years Fully integrated approach to maximise economic benefit. Budgets Encourage development of banqueting facilities in excess of 1000 capacity. GCMB 1-5 years Achieve a venue within timescale 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 Budgets 6

8 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 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 7

9 PRODUCT: Architecture Implement the published 5 year Mackintosh development plan to extend audiences and provide new visitor experiences MHG / 1-5 years 50% increase in visitors to Rennie Mackintosh associated products and attractions 0.7 million over 3 years To work towards inscription of a Mackintosh World Heritage Site GCC 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 partners including GBPT/ RIAS/The Lighthouse/THI 1 year Completion of strategies and action plans Budgets 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 / 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 Budgets Increased footfall, event attendance and profile of River Clyde 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. (MCMG) / 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 0.9 million over 3 years 8

10 PRODUCT: Retail Continue to implement retail-focused marketing activity (e.g. seasonal & eventbased campaigns to support the style mile) with local, national and international partners. GCMB / 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 9

11 Sustainable Tourism Support the Clean Glasgow campaign GCC 1-5 years Enhanced cleansing services and cleaner city centre 17m Continue investment in high quality public realm Identify opportunities to improve visitor wellbeing Encourage sustainable practice and offer guidance GCC 1-5 years High quality public realm throughout city centre GCSS 1-5 years High level of safety and security throughout the city with special focus on the city centre. VS 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 7m 10K 10

12 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 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 Budgets 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 Identify opportunities to encourage more tourism business start ups in the City and support tourism business growth. Business Gateway SE/ 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 11

13 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 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 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 / 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 12

14 Glossary of terms activity lead supporting Timescale status indicative Outputs Funding The step-change tourism development activities to be delivered in the city. Organisations and partnerships responsible for leading the delivery of actions Organisations and partnerships responsible for the delivery of actions Expected number of years for the activity to be delivered discussion stage planning stage implementation stage Main criteria by which activity will be measured Estimated funding for the activity from all sources Glossary of terms GCMB VS se sdi GCC spt csg secc smef mhg mcmg coc GCSS Glasgow City Marketing Bureau VisitScotland Tourism Strategy Group Scottish Enterprise Scottish Development International Glasgow City Council Strathclyde Partnership for Transport Culture & Sport Glasgow Scottish Exhibition & Conference Centre Strategic Major Events Forum Mackintosh Heritage Group Merchant City Marketing Group Chamber of Commerce Glasgow Community & Safety Services 13

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