Dumfries and Galloway Tourism Conference

2 - 5pm, Thursday 21st May 2009

Urr Valley Hotel, Castle Douglas

Notes

1. Joan Mitchell (ATP) welcomed and explained the background and importance of this feasibility study undertaken by the Stevens View Partnership (SVP). Joan encouraged involvement from the public and private sector and emphasised the need for a team approach.

2. Terry Stevens (SVP) set the scene by describing the vast number of assets Dumfries and Galloway has to offer as a destination including:

o International environmental artists including Andy Goldsworthy and Charles Jencks and their world standout projects such as Striding Arches (Goldsworthy)
o Nature and landscapes including the Galloway Forest Park and the Solway Coast
o World class outdoor activities such as mountain biking - 7Stanes and Queensberry Estate, walking (Southern Upland Way), golf and country sports
o World class nature and wildlife - Barnacle Geese, Ospreys, Red Kites, Red Squirrels etc
o Nationally significant events such as the Wigtown Book Festival, Tour of Britain cycle race and the Original Bike Festival
o History and heritage including St Ninian's Chapel and St Ninian's Cave
o Direct association with internationally and nationally important writers, poets and artists - Burns, Thomas Carlyle etc

3. Terry explained the importance of destination development and the need for change in D & G if it is to compete against other destinations in Europe. He explained the need for a goal, vision, strategy and organisation to take this forward.

4. Terry explained the objectives of the feasibility study and the work undertaken by the SVP to engage the industry and the public sector. Terry gave examples of international best practice including Park City, Zell am See and Rioja where Destination Development/Management Organisations have invested in communities.

5. Yvonne described experience of setting up Destination Loch Ness (DLN) and Aviemore and the Cairngorms and the strength of working together with the private and public sector.

o DLN was set up in 2006 to help reposition Loch Ness as an attractive short breaks destination. It now has more than 90 businesses working together and four community/business associations. It launched a high profile bid for World Heritage Status in 2007 which has received support from Jim Mather and the Committee of Enterprise, Energy and Tourism. It offers a regularly updated community extranet which shares information to local businesses and communities and has improved the visitor experience in the destination by addressing signage issues and providing tourist maps and information.
o Aviemore and the Cairngorms DMO was set up with the aim of repositioning the area as a year round adventure sports destination. 75 businesses now contribute to the DMO and 10 business associations and the Chamber of Commerce work in consultation with the DMO. An extensive marketing and PR campaign has resulted in great success and the community has benefited through a schools' enterprise project.

6. Yvonne gave feedback on the success of DMOs from the survey undertaken by the SVP of existing DMOs in Scotland which included:
o Shared vision
o Collaborative working
o Product development
o One voice for the industry
o Marketing and PR
o Raising the profile of the destination
o Improving the visitor experience

7. SVP proposed the formation of a new organisation and structure - a Destination Development Organisation set up as a not for profit company with community intent which would be led by a Chair and a board of directors. The board would be predominantly private sector but with public representation. Working groups would be set up and would feed back directly to the Chair. These would include:

Sector Groups

¢ Creative industries
¢ Golf
¢ Wildlife/Nature
¢ Business
¢ Mountain biking/cycling
¢ Walking
¢ Country sports
¢ Outdoor activities

 Infrastructural Groups

¢ Attractions/Events
¢ Themed towns
¢ Accommodation
¢ History/Heritage

 This organisation would be responsible for:

o Tourism stakeholder communication
o Market research
o Strategy preparation
o Branding/Positioning
o Web development/PR
o Visitor information - maps, what to do and see
o Marketing strategies/promotional campaigns for key markets
o Improving quality standards

 Funding in the region of £250,000 would be required per annum for the  development and running of this organisation. A number of opportunities were  presented for funding.

 Terry Stevens urged everyone to keep the momentum going following this  conference and the study in order to make change happen.

8. Tom Gillespie (ATP) responded to the SVP's presentation. Tom recognised that the ATP had not been realising the area's potential and was frustrated by VisitScotland's strategy which focuses on a small number of key destinations within Scotland. Tom stressed there was a need to improve quality, service standards and the accommodation base in D & G in order to be competitive.

9. Joan Mitchell urged delegates to come forward to express an interest to join the shadow board.

10. The audience were invited to comment and the following main points were clarified:

o The DDO would not be a membership organisation as the system of one member, one vote, does not work.
o The Council is still in discussion with VisitScotland to decide on what their contribution to VS’s marketing will be this year.
o The Chamber of Commerce is just one example of the many business associations which will be involved.

11. Sandi Hellowell, VisitScotland, said she was keen for this to succeed and  happy to work in partnership.

12. Joan Mitchell closed the conference by encouraging everyone to have  patience while funding is secured. Joan encouraged expressions of interest  for the shadow board.