VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR Economic benefits of tourist signs Elma McMenemy Project.
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VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Economic benefits of Economic benefits of tourist signstourist signs
Elma McMenemy Project Manager
Highland Tourist Route re-signposting
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist Route
• One of 12 National Tourist Routes• Scenic alternative to A96 Aberdeen-
Inverness trunk road• Established 1995
o Signposting is 12 years oldo Signposting is missing in placeso The Route is broken & needs fixing!
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist Route
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist RouteBEFORE AFTER
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist Route
The economic impact of new signs:• Benefit of existing signs• Increased benefit of new signsBased on:• Traffic flow information• National Tourist Route usage• Visitor information
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist Route
• Current usage:o How many divert because of signs?
• Maximum 5% minimum 2%• Average 2.58 visitors per vehicle• Maximum 7,500, minimum 4,700 visitors
o What are they worth to local businesses?• Average spend £21 (day visitor) £48
(holiday)• Maximum £325K, minimum £203K
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist Route
What difference will these make?
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist Route
2% - 5% currently divert because of signs
• New signs:o Minimum 5% will diverto Maximum 10% will diverto Likely many more will stop in secondary
destinations on the Route• These will be signed properly for the first
time
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist Route
• If 5% divert:o Revenue of £528K - £813K per year
• If 7% divert:o Revenue of £772K - £1.1M per year
• If 10% divert:o Revenue of £1.1M - £1.6M per year
• Additional revenue (at 5%):o Between £122K and £772K per year
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist Route Highland Tourist Route
Additional revenue:• Maximum, based on most
conservative traffic flow figures:o £325K per year
• Maximum, based on most optimistic traffic flow figures:o £2.03M per year
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Highland Tourist RouteHighland Tourist Route
Return on investment, year 1:• Conservative:
o £2.17 per £1 invested
• Optimistic:o £13.53 per £1 invested
Life of signs: 15 – 20 years
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Individual tourism businessesIndividual tourism businesses
Cowie Interiors, Stonehaven• New business 2007 had no official
signs• Brown tourist sign from main road:
o No more complaints that business can’t be found!
o Feedback: “well signposted & easy to find”
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Individual tourism businessesIndividual tourism businesses
Pitgaveny B&B, Stonehaven• Had no signs until 2005• Brown tourist sign on minor street:
o Peak season could fill rooms almost 3 times over from passing trade
• Additional brown tourist signs from main road:o Haven’t increased passing trade, but
really help pre-booked visitors find Pitgaveny
VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com
Individual tourism businesses Individual tourism businesses
The Lost Gallery, Strathdon• Had 1 small sign, on side road• Got 2 brown tourist signs from A944:
o Turnover increased from £130K to £220K
o Approx 70% increaseo At least 50% of increase due to signso 20% due to “being better known” &
promotional activity
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