Project Title: A Tourism Strategy for Stonehaven

Description: To establish a formal tourism strategy for Stonehaven, which can be adopted by the community and, in particular, Stonehaven it’s Special Tourism Group. The tourism strategy provides a framework for the development of the town’s tourism and, in particular, the activities of Stonehaven it’s Special  Tourism Group and takes account of the national and regional developments. The work was undertaken by the group’s members and the cost was limited to a public meeting and consultation costing £113.

Objectives:

1. To provide a formal and recognised framework for tourism development for Stonehaven and, in particular, for marketing and promotion actions for the town to be undertaken by Stonehaven it’s Special Tourism Group.
2. To engage local businesses and the community in the development of tourism in the town.
3. To understand the existing tourism market in Stonehaven and the requirements of existing tourists.
4. To ensure visitors have an experience that meets or exceeds their expectations.

Process/Stages:

The project was undertaken between late 2005 and mid-2006 and followed a tourism survey conducted mid-2005:

• Collated the results of the tourism survey:
• Desk-top research into national and regional strategies and information e.g. VisitScotland Tourism Strategy – “Scottish Tourism the next decade – a framework for tourism change”. And VisitScotland Tourism Survey. Also taking account of community planning requirements and regional branding i.e. “Aberdeen City and Shire – A brighter outlook”.
• SWOT analysis completed for Stonehaven’s tourism offer.
• Draft strategy written by tourism group members & accepted by Stonehaven it’s Special Tourism Group.
• Open meeting in partnership with Stonehaven Business Association to launch draft and consultation period. Media releases to coincide.
• Mid-2006 - Consultation period completed, amendments made and document launched on town’s website and further media release.

Outcomes/Results:

·        The strategy has been completed and published on the town’s website.

·        This work has led the group to consider adopting a more detailed marketing strategy and longer-term action plan.

·        The group was given greater confidence to undertake a promotional project in 2006 and to attend the VisitScotland expo held in Glasgow in April 2006.

·        The project encouraged wider engagement with both community groups and local businesses. Some businesses joined the tourism group, however, pressure of business makes attendance at meetings irregular.

Learning Points:

• The work had to be led by Council officers as group members had little free time to devote to research and authorship.
• Whilst some businesses were prepared to engage in the process, there were others that would not. Also, others would like to be involved but being small could not devote the time to this type of activity.
• That there are a number of strategies currently i.e. national, regional and local and this can become confusing. However, it is better to work to an overall plan than to work without one.
• That potential funders expect such work of this nature to be undertaken.
• Improved knowledge of the principles of tourism development amongst group members. 

Contact Information: Robert Armstrong, Senior Business Development Executive, Aberdeenshire Council, Stonehaven (Tel: 01569 768294/ Email: Robert.Armstrong@aberdeenshire.gov.uk). A copy of the tourism strategy can be viewed at http://www.sg.webecombiz.co.uk/StonyLeaflet01_0506.pdf