Proposed new tourism organisation for Dumfries and Galloway

 The plans come as the result of a three month feasibility study undertaken by destination development specialists, the Stevens View Partnership (SVP).

Widely recognised for pioneering destination development in the UK, the SVP was appointed in November 2008 by a private consortium with public support comprising the Dumfries and Galloway Area Tourism Partnership (ATP), the Association of Dumfries and Galloway Accommodation Providers (ADGAP) and Dumfries and Galloway Council to conduct a study into the feasibility and merits of establishing a Destination Development Organisation (DDO) for the region. Dumfries and Galloway Council funded the study.
 
The study involved extensive research into the region and its tourism products, international best practice and a comprehensive industry-wide consultation with almost 20% of the industry participating via workshops, online questionnaires, a web forum as well as through the ATP, ADGAP and the Chamber of Commerce.

Yvonne Crook and Terry Stevens from the SVP presented their recommendations at the conference, proposing the formation of a DDO as a not-for-profit company with community intent, which would be led by a Chair and a board of directors. The new organisation would replace the existing ATP, which was found to lack any real influencing power or cohesive development approach to tourism in the area.

The conference, which attracted more than 100 representatives from large and small businesses and organisations from across the region and key public agencies, also saw some of the region's world class attractions being highlighted, such as:

•   international artists including Andy Goldsworthy and Charles Jencks and their world standout projects such as Striding Arches (Goldsworthy) and the Crawick Artland project (Jencks);
   
• nationally significant events such as the Wickerman Festival, Spring Fling, Tour of Britain cycle race and the Original Bike Festival;
   
• outdoor activities such as mountain biking (7Stanes and Queensberry Estate), walking (Southern Upland Way) and country sports;
   
• nature and wildlife - Barnacle Geese, Ospreys, Red Kites, Red Squirrels;
   
• nationally and internationally designed landscapes and built heritage including Portrack Gardens (Jencks), Caerlaverock Castle and Drumlanrig Castle; and
   
•  direct association with internationally and nationally important writers, poets and artists including Burns and Thomas Carlyle.

The study investigated national and international best practice, identifying the significant success of top tourism destinations including Park City (Utah) and Zell am See (Austria). Both destinations focused on creating a better place to live, work and visit through dedicated public-private sector collaboration, but with the private sector leading destination development due to its first hand understanding of the market.

Comprehensive research into the success and challenges of destination development in Scotland - a strategy being adopted and implemented across the Scottish tourism industry - was also undertaken. Successes include repositioning the destination and helping it stand out; creating a shared vision and goal; collaborative working between businesses and with public agencies to increase leverage to secure investment; market research helping inform priorities for product development and improving the visitor experience by identifying and filling gaps; improving communications within the industry, within communities and with the public sector; improving community relations; and collective PR and marketing.

Professor Terry Stevens stressed the importance of learning from international best practice and lessons from existing destination organisations in Scotland. He said:

"Destination development is the most important job in ensuring the success of a region's tourism and visitor economy. Best practice highlights the importance of the private sector leading this process with the public sector in full support. Our research has shown there to be a real appetite for changing the way tourism is organised in Dumfries and Galloway. This is a destination with potential for international standout in a number of markets. The proposed new Destination Development Organisation will fully exploit this potential."

Although the region is not currently considered as a key destination within the Scottish Enterprise destination development strategy the SVP believes the potential, passion and intelligence within the tourism industry in Dumfries and Galloway should be given all possible support by public agencies. The SVP further challenged the industry to use its collective power and the public sector to demonstrate the emergence of the area as a strong tourism destination.

The proposed DDO includes provision for a small professional team to be employed to work with existing business associations and marketing groups in key sectors such as mountain biking, wildlife and walking.

Duncan McConchie, founder of Laggan Outdoor in Gatehouse of Fleet, said:
               "It would be very reassuring for us, as a relatively young company operating in the outdoor activity market, to be a part of a progressive DDO. Being involved in a go-ahead tourism organisation dedicated to promoting the area collaboratively would not only give us vital access to a collective body of support and the opportunity to buy into VisitScotland campaigns, but it fits very well with our own corporate ethos and development strategy too."

It is anticipated that funding of approximately £250k is required to set up the DDO and if the ATP agree to the move, funding applications will be presented to key public sector representatives. A key function of the new DDO team would be to identify potential new funds for the development of the tourism organisation. 

In line with the 'passion and enthusiasm within the private and public sectors to see tourism in Dumfries and Galloway grow and prosper' identified in the study, the response from conference delegates to the proposed DDO was considered by SVP to be extremely positive with many expressing interest in joining a shadow board.

In closing the conference Tom Gillespie, Steering Committee Member and winner of VisitScotland's Silver Thistle Award, issued a rallying call to the industry. He said: