GLASGOW’S TOURISM ACTION PLAN TO 2016
GlasGow’s Tourism acTion Plan To 2016
activity lead supporting Timescale status indicative outputs Funding
imaGe and Brand
Strengthen and maximize the economic impact and value of Glasgow: scotland with style by developing and implementing brand strategy
Match VS products and market segments; complimentary branding themes across Visitor Information Centres & tourism signage
GCMB
TSG/ VS
TSG & Industry
TSG & Industry
1-5 years
1-2 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.
Increased customer satisfaction/spend as result of matched experiences, activities and attractions (participation in targeted and themed marketing campaigns)
£20 million over 5 years
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 TSG & Industry
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 TSG / 2014 Company & Industry
1-8 years Development of pre and post 2014 communications strategy and measurement systems to evaluate attributable impact of the Games
TBC
1discussion stage planning stage implementation stage
2discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
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 TSG/ Industry/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 TSG & Industry
1-3 years Improved quality of management & leadership in Glasgow’s tourism businesses, as measured by survey
Existing 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
TBC
3discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
Place: accommodaTion
Continue co-ordinate approach to attracting premier hotel operators to the city Development of target list of prospective operators. Delivery of a one-stop resource for all potential hotel developers and investors Facilitation of a fast-track site location and planning application process
SDI/TSG TSG TSG GCC
Industry 1–8 years Immediate Immediate Immediate
Increased number of enquiries, site visits planning applications and increased conversion rates. 3000 additional premier hotel rooms Number of hotel applications approved within 8 weeks
£300 million Existing 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 & Industry
1-6 years Increased usage of destination web portal www.seeglasgow.com Increased ICT usage amongst tourism businesses Increased sales of tourism products Cost effective delivery of information and services and improved ease of booking. Increased delivery channels
Existing budgets
4discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
Place: TransPorT
Improve direct access to Glasgow nationally and internationally, by air, sea and surface through a targeted route development plan
GCMB/ VS
SDI/ Industry
5 years Route Development Plans developed for air, sea and surface within 1 year Protect and improve number of direct routes and services Increased frequency and capacity on key routes
£0.5 million over 5 years
Develop integrated through-ticketing packages (Glasgow Pass, smartcard, oyster equivalent)
SPT/Transport Scotland
TSG & Industry
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
TBC
Introduce sustainable options for city centre travel and accessibility to complement strategic transport infrastructure, including:
Improve and expand city cycle infrastructure
Implement core paths programme
Encourage development of river transport
Improve public transport information for visitors
GCC SPT & Industry
3-5 years Increased transport options for visitors Reduced transport impact per visitor Improved visitor dispersal Greater levels of walking and cycling
TBC
5discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
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
Support and develop the Lighting Strategy
Develop an events and venue portal on seeglasgow.com
Develop and promote experiential, themed and neighbourhood products
Attract and promote major collections and blockbuster exhibitions
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
TSG
GCC
GCC
GCMB
TSG
CSG/GCMB
CSG/GCMB
TSG
TSG
Industry
TSG & Industry
TSG
Industry
Industry
TSG & Industry
TSG & Industry
Industry
Industry
1-6 years
1-6 years
1-8 years
1 year
1-8 years
1-8 years
1-3 years
1-5 years
1-5 years
Outputs across the activity programme to include:
Increased revenue generated within/by industry product providers
Improved customer satisfaction
Increased awareness of the Glasgow brand and destination recommendation
Reduced cost of visitor and customer acquisition
Increased duration of and repeat visits and improved dispersal of visitors around city
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
£50M over term of action plan
6discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
ProducT: meeTinGs, conVenTions and exhiBiTions
Continue expansion of ambassador programme.
GCMB TSG / Industry
Achieve increase in number of ambassadors leading to increasing sales leads in the international marketplace
Existing Budgets
Develop a joint marketing strategy for the new Arena at SECC
SECC/GCMB
TSG 1-5 years Increased event attendance figures in line with venue projections Attract 4 international conventions per annum
TBC
Research in partnership with BTU and bid for conferences that fit Glasgow’s key growth sectors
GCMB/SE/VS
TSG 1-5 years Fully integrated approach to maximise economic benefit.
Existing Budgets
Encourage development of banqueting facilities in excess of 1000 capacity.
GCMB TSG 1-5 years Achieve a venue within timescale TBC
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
Existing Budgets
7discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
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 Industry 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
8discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
ProducT: archiTecTure
Implement the published 5 year Mackintosh development plan to extend audiences and provide new visitor experiences
MHG TSG/ Industry 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 TSG 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
TSG Industry partners including GBPT/ RIAS/The Lighthouse/THI
1 year Completion of strategies and action plans Existing Budgets
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.
Industry (MCMG)
TSG/ Industry 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
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
TSG/ 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
Increased footfall, event attendance and profile of River Clyde
Existing Budgets
9discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
ProducT: reTail
Continue to implement retail-focused marketing activity (e.g. seasonal & event-based campaigns to support the style mile) with local, national and international partners.
GCMB TSG/Industry 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
10discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
susTainaBle Tourism
Support the Clean Glasgow campaign GCC TSG 1-5 years Enhanced cleansing services and cleaner city centre
£17m
Continue investment in high quality public realm
GCC TSG 1-5 years High quality public realm throughout city centre
£7m
Identify opportunities to improve visitor wellbeing
GCSS TSG 1-5 years High level of safety and security throughout the city with special focus on the city centre.
Encourage sustainable practice and offer guidance
VS TSG 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
£10K
11discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
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
TSG Industry
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 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
Existing Budgets
Identify opportunities to encourage more tourism business start ups in the City and support tourism business growth.
Business Gateway
SE/TSG 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
TBC
12discussion stage planning stage implementation stage
activity lead supporting Timescale status indicative outputs Funding
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
TSG 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
TBC
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 Industry/ TSG
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
TBC
Glossary oF Terms
activity The ‘step-change’ tourism development activities to be delivered in the city.
lead Organisations and partnerships responsible for leading the delivery of actions
supporting Organisations and partnerships responsible for the delivery of actions
Timescale Expected number of years for the activity to be delivered
status discussion stage planning stage implementation stage
indicative outputs Main criteria by which activity will be measured
Funding Estimated funding for the activity from all sources
Glossary oF Terms
GcmB Glasgow City Marketing Bureau
Vs VisitScotland
TsG Tourism Strategy Group
se Scottish Enterprise
sdi Scottish Development International
Gcc Glasgow City Council
sPT Strathclyde Partnership for Transport
csG Culture & Sport Glasgow
secc Scottish Exhibition & Conference Centre
smeF Strategic Major Events Forum
mhG Mackintosh Heritage Group
mcmG Merchant City Marketing Group
coc Chamber of Commerce
Gcss Glasgow Community & Safety Services
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www.GlasGowTourismsTraTeGy.com