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1. Introduction
1.1 This strategy has been produced by the Stonehaven…it’s Special tourism group, although its implementation will depend on commitment from a wide range of parties with an interest in tourism in Stonehaven and the surrounding area. These interests have been consulted in the formulation of the strategy.
2. Context
2.1 Stonehaven…it’s Special - was formed as a result of a couple of driving forces. Under the Aberdeenshire Towns Partnership Strategy for Stonehaven, launched in 1998, objectives included a need to develop and improve community and tourist infrastructure and to enhance the image and improve the perception of the town. A study was commissioned to look at signage interpretation and identity of Stonehaven. One of the findings of this study was that a group should be established to co-ordinate events and to promote Stonehaven for tourism and business. At about the same time, it became apparent that funding for events was going to be limited and a fore-runner to Stonehaven…it’s Special was established to secure funding through advertising and sponsorship and to promote events in a similar format. Subsequently, a tourism group was set up under the umbrella of Stonehaven…it’s Special.
2.2 As the Aberdeenshire Towns Partnership withdraws from Stonehaven, along with Ellon and Inverurie, these towns, including Stonehaven are participating in a European programme under the Interreg IIIc programme SusSET (Sustaining Small Expanding Towns). Appendix 1 details this programme but the development of this tourism strategy is part of the overall SusSET project and forms a part of the whole town strategy.
2.3 The Aberdeen and Grampian Tourism strategy has the key objectives to achieving sustainable growth in the value and share of the tourism market all year round; to build world-class experiences and service levels for our target customers; to make a step change in our performance for the local tourist economy.
2.4 A recent branding exercise by Aberdeen City and Shire Economic Forum has taken place, identifying the area as Aberdeen City and Shire – a Brighter Outlook. The strategy reflects this branding.
2.5 At a national level, a report was published in November 2005 – “Scottish Tourism – the Next Decade – a Framework for Tourism Change”. This identifies the huge importance of the UK market but that overseas markets are growing faster, overall satisfaction levels are high, that today’s travellers want customised and flexible travel to a destination generally within 3 hours travel time; special interest holidays and special experiences; an authentic experience (with experience mattering more than destination); good value for money and that there will be increasing demand in the future for short breaks with an interest in good health/activity; the use of a break as a personal reward or wellbeing experience; increasing interest in extended education e.g. history and culture. The principal focus appears to be on leisure, short break, and tourism.
2.6 Sources of Information - the Visit Scotland Tourism Survey will be published shortly and will provide useful data on visitor patterns, expenditure and what they are looking for. Stonehaven…it’s Special carried out a visitors survey in 2005 and this forms appendix 2 to this document.
2.7 Community Planning – is the overall framework under which public and voluntary sector agencies interact and work with the community and businesses, including tourism businesses, to a common set of goals. Community Planning in Aberdeenshire has a vision of ‘’working together for the best quality of life for everyone in Aberdeenshire’’. This is done through four themes of Jobs and the Economy; Sustainable Environment; Community Wellbeing; and Learning and works to six principles of Inclusion; Accountability; Participation; Communication; Evidence Based; and Partnership. Tourism fits mainly under the Jobs and the Economy theme but has implications for the other themes, in particular Sustainable Environment. The production of the strategy and the workings of Stonehaven…it’s Special fit well with the principles of Community Planning.
3. Stonehaven
3.1 In order to assess what is required from the strategy and what specific action should be taken forward, it is important to consider the strengths, weaknesses, opportunities and threats to tourism in Stonehaven. The following outlines these aspects-:
3.2 Strengths
• the landscape setting
• the beach
• the coast
• opportunities for boat trips, fishing, wildlife watching and walking
• walks on the coast, in the town and adjacent woods
• the coastal trail
• Stonehaven Open Air Pool
• Dunnottar Castle
• close to Fowlsheugh Bird Reserve
• Fetteresso Forest
• A wide range of eating opportunities
• The harbour and general area of Old Town
• Close to Aberdeen City
• Access to Royal Deeside
• Good transport links - railway; trunk road
• A wide variety of accommodation
• Interesting local history and interesting historic town centre and Old Town
• Golf Course
• A range of events, some of international reputation e.g. Fireballs, Hogmanay Festival, Stonehaven Folk Festival, RW Thomson Memorial Rally, etc.
• A good website – Stonehaven Guide
• An active Business Association
• Strong community and voluntary organisations
• Small independent retailers (although limited choice may be a weakness)
3.3 Weaknesses
• The town is easily by-passed so visitors need to be drawn into it
• There are no large hotels/function rooms
• Quality of accommodation – there is limited high quality accommodation (includes caravan park)
• There is limited Quality Assured facilities
• There is a short summer season
• Limited variety of shops
• Businesses seem unwilling to engage in improvement processes
• The tourism experience on offer has failed to keep pace with recent trends and customer expectations
• Good quality indoor activities lacking
• Lack of visitor information and little differentiation e.g. recognition of overseas visitors
• Over-reliance on the business tourism market e.g. due to strength of oil & gas sector
3.4 Opportunities
• There are opportunities for tourism related businesses to participate in networking
• Setting up and sharing training and Quality Assurance opportunities
• Being part of the SusSET Project presents opportunities to share, and learn from experiences, with similar towns with similar problems elsewhere in Europe and perhaps the opportunity in the future for European funding to help address some issues
• Stonehaven…it’s Special has been established and offers the opportunity for tourism related businesses to work with Visit Scotland, Scottish Enterprise Grampian, Local Authority and the voluntary sector to develop and improve the product and its promotion.
• A strategy helps to set a clear vision and action plan
• Opportunities to promote Stonehaven through its events and attractions to a wide market
• Web- based promotion
• Improve visitor flow and access by providing better information
• Further events’ development e.g. widen appeal of fireballs festival
• Climate change – warmer sunnier summers
• Joint ticketing of venues
• More activities for visitors
• “Green” and food tourism
• Aberdeen Western Peripheral Route – faster links to airport
• Towns Together Forum – potential to work in partnership with other towns in promoting the region
• Develop better indoor activities using existing resources e.g. beach pavilion or recreation grounds facilities
3.5 Threats
• More accessible destinations
• Destinations with a longer summer season
• Destinations offering a better range of accommodation
• Climate change – wetter summers
• Economic influences e.g. adverse exchange rates & fuel costs
• Further changes in holiday trends
• Competition from other spending choices e.g. lifestyle products
4. The Aim of the Strategy
4.1 The aims of the Stonehaven Tourism Strategy and a supporting action plan are as follows: -
To Understand the Existing Tourism Market in Stonehaven and the Requirements of Existing Tourists
Stonehaven…it’s Special will review national and local survey results and other relevant information either commissioned by Stonehaven…it’s Special or by individual tourism businesses to ensure that there is an understanding of the profile of visitors and what they are looking for. Stonehaven…it’s Special will, also, undertake periodic tourism surveys in order to gauge the effective delivery of the strategy. This information will be disseminated to businesses and interested parties as required.
Ensure that Visitors have an Experience that Meets or Exceeds their Expectations
Stonehaven…it’s Special will encourage networking opportunities and jointly with the Businesses Association will organise seminars and training as required. Tourism businesses will be encouraged to participate in Visit Scotland Quality Assurance Schemes; Scottish Enterprise Grampian Service Achievement Awards; Pride and Passion Initiative, Green Tourism Initiatives etc. Stonehaven…it’s Special will explore any gaps in the tourism products and services offered and seek opportunities to improve these.
To Explore and Implement Ways of Extending the Season and Market
Stonehaven…it’s Special will explore and promote ways to extend the tourism season and scope of the tourism market, recognising the changing trends in visitor needs.
It will work with others towards the further development of key events to attract a wider range of visitors to the town e.g. a midsummer fireballs festival to complement the existing Hogmanay activities.
The development of improved indoor activities, subject to resources being available, will improve the visitor experience, especially outside the main tourism season.
Stonehaven…it’s Special will identify and action new opportunities for marketing and promoting the town and surrounding area. For example, using the main visitor entry points' e.g. regional airports, ferry terminal, and rail stations. It will promote the town at overseas locations, likewise, as resources and opportunities permit.
Steps will be taken to research and understand the day visitor market in greater detail. This will include developing specific marketing actions aimed at attracting visitors from this important sector.
Stonehaven…it’s Special will continue to develop existing marketing materials for the town and will undertake a promotional programme across Scotland and the U.K. where possible, aimed at attracting more day and short stay visitors to the town and surrounding area.
Structured Marketing and Promoting a Consistent Image and Identity
Stonehaven…it’s Special will produce marketing material for the town as a whole, and for the various events that are held. Through the Towns Together Forum, Stonehaven will participate in the annual Expo tourism exhibition.
Under the umbrella of the Aberdeenshire Towns Partnership discussions will be held in relation to an image/theme/strapline for Stonehaven.
Stonehaven…it’s Special will adopt and encourage appropriate businesses to adopt the Aberdeen City and Shire branding.
Stonehaven…it’s Special will work with other organisations such as the Horizon Project, which are dedicated to improving the appearance of Stonehaven.
Aberdeenshire Council will try within resources to ensure that litter, public conveniences and general housekeeping is as good as can be found anywhere in the country.
5.0 Engagement with the Community and with Tourists
5.1 Stonehaven…it’s Special will organise, as appropriate, meetings, seminars, discussion forum for businesses involved in tourism in Stonehaven. Given the nature of Stonehaven and its economy, a wide range of businesses will be involved in this, even if the apparent link with tourism is not so obvious. This will be done jointly with the Stonehaven Business Association.
5.2 This strategy will be the subject of discussion and consultation in the first instance and then will be refined to ensure that it represents what the tourism industry in Stonehaven, and the wider community, seeks. There will be close co-operation between the various organisations such as Stonehaven…it’s Special; Stonehaven Business Association; Stonehaven Community Council; Visit Scotland; Aberdeenshire Business Association; Stonehaven Community Council; Visit Scotland; Aberdeenshire Council; Scottish Enterprise Grampian and Enterprise North East Trust, etc. in relation to achieving the objectives of the strategy.
5.3 At least once per annum there will be a forum open to all for discussion about the implementation and review of the strategy, changing markets and trends, and future action programmes.
5.4 Stonehaven…it’s Special will produce and circulate an action plan, which looks forward for a 3-year period and will revise this annually and this will take forward the strategy.
5.5 Stonehaven…it’s Special will continuously review feedback and any information on trends and review and revise the strategy in consultation with all stakeholders as necessary.
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