Post on 20-Sep-2020
transcript
Social tourism and visitscotland
Lee McRonald,International Partnerships Manager5 April 2017
2016
• 254 families
• 30+ industry / strategic partners
• Impacts
• Well-being
• Political
• Industry engagement
• Tourism potential
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contents
• Why did VisitScotland get
involved?
• Political / strategic context
• What we delivered + how
• Impacts and potential
identified for tourism
▪ Key learnings and next steps
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Why?
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There’s a need…
250,000 Scottish families want to but are
unable to take holidays
Poverty statistics in Scotland:
• 16% of individuals in relative poverty
• 19% of children (33% in Glasgow)
• 15% of working age adults
• 15% of senior citizens
Why is visitscotland involved?
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There’s an opportunity … for inclusion
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Social and health benefits
Why is visitscotland involved?
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✓ Family cohesion
✓ Mental health
✓ Increased job-seeking and engagement with education
✓ Learning abilities and personal development
✓ Participation in community life
The business case
Why is visitscotland involved?
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• 83% of visitors to Scotland from UK
• If 1 in 3 unable to participate in tourism, what’s the potential?
• Win-win
• Research
Economic benefits: business, destination, cross sector
Why is visitscotland involved?
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✓ Reduced impact of seasonality
✓ Creating and maintaining year-round employment locally
✓ Business reputation and staff satisfaction
✓ Additional footfall and word of mouth marketing
✓ Reduced reliance on health and social services through improved physical and mental health
commitment
What we’ve delivered
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Strategic objective:
✓ Explore how the tourism sector can contribute to social inclusion
✓ Work with partners to explore how social tourism can be developed at Scotland level
How?
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• Charity partner
• VisitScotland secured product:
• Identifying staff
• Identifying industry and strategic partners
• Messaging and communication
• Government engagement
• Accommodation, transport, visitor attractions
• Break packages co-ordinated and distributed
Keeping it simple!
What we achieved
National pilot – scotspirit breaks
• 24 partners
• Two-night break packages for
families of four
• 7 locations all over Scotland
• May – October 2016
• 84 families – 280 people
What we’ve delivered
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Regional pilot – families from Glasgow area
What we’ve delivered
• 20 partners
• Day-trips in and around the city
• 16 locations – many rural
• October
• 86 families – 376 people
Impact of generosity
Sdg 10 – reducing inequality
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Final numbers:
• 254 families
• 979 people
• 555 children
✓ Enough product for additional 84 families – 323 people
criteria
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• Families on low income
• Hadn’t had a break for two
years
• At least one child under 18
impact
resultsLone piper, edinburgh military tattoo
Beneficial impact on the families
✓ 94% able to cope better
✓ 75% more confidence as a result
✓ 81% got on better as a family
✓ 69% felt less stressed and worried
✓ 94% felt more optimistic about the future
✓ 100% had more fun and were able to create happy memories
POTENTIAL
Sdg 8 - promote sustained, inclusive growth
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✓ 94% of families visited a new part of Scotland for the first time
✓ 87% of families recommended the places they’ve visited to family and friends
✓ 94% said the break gave them confidence to try more trips in the future
Key messages coming from industry
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• We’d do it again and recommend it – 100%
• It must be easy, quick and convenient for us to participate
• Why we got involved:
• To support a good cause – 94%
• It can be good for business – 41%
• Because of VisitScotland’s advocacy of it – 47%
• It supports existing CSR – 29%
• Recognition of business and reputation potential
INDUSTRY PERSPECTIVE
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• Be beneficial for business – 77%
• Bring additional visitors – 65%
• Improve business reputation – 77%
• Make a positive difference to the lives of those unable to participate in tourism – 100%
% of businesses who agree that social tourism can:
Where do we go from here?
Next steps
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• Roundtable discussion
• Celebrate success
• Highlight potential of social tourism – win-win
• Galvanise ongoing industry support
• Listen – what worked best
• 2017 and beyond
• Build on momentum, interest and goodwill with new initiative
• Enhanced research and focus on impacts and potential
• Learn from partners – at home and abroad
• Year of Young People 2018
• Continue to grow social tourism in Scotland - nurture
Bbc Scotland clip
https://www.youtube.com/watch?v=V-tTUGcLeAE
Questions?
lee.mcronald@visitscotland.com