Chair The Appointment of - FWB Park Brown
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The Appointment of
Chair
Edinburgh Tourism Action Group
CONTENTS 1.0 Introduction ......................................................................................... 1 2.0 About ETAG ........................................................................................ 3 3.0 The ETAG Chair Role .......................................................................... 6 4.0 How to Apply ....................................................................................... 9
Introduction from Robin Worsnop, Chair
1.0 Introduction
After nearly 10 years I have taken the difficult decision to stand down from the position of Chair of
ETAG. I am extremely proud to have played my part in the growth of Edinburgh’s tourism sector,
one of the city’s great economic success stories in recent years.
As well as directly generating substantial economic impacts for Edinburgh and Scotland, the
sector also plays a far wider role, enhancing the quality of life for the city’s residents, supporting
the cultural sector, developing the quality of place and attracting inward investment. All of which
helps to see Edinburgh regularly topping many of the live, work, invest, study and visit rankings
and being recognised as one of the most vibrant and attractive cities in Europe.
ETAG’s role is very much to encourage and facilitate the coming together of the extremely wide
and diverse range of partners that are responsible for the delivery Edinburgh’s great visitor
product. This ranges from national public-sector agencies such as Scottish Enterprise and
VisitScotland, to key players such as the City of Edinburgh Council, to the large number of
industry-led groups such as Edinburgh Hotels Association, Festivals Edinburgh and the Edinburgh
Capital Group, to major industry providers such as Edinburgh Airport through to SME’s and sole
traders.
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In my time at ETAG we have worked hard to build a strong platform that brings together all of these stakeholders to create a united and shared ambition for the development of tourism in Edinburgh. This has been a challenging and hugely rewarding, process. Today I think there is no doubt that the ETAG model of destination partnership, collaboration and communication is seen as an exemplar. As the city looks forward to 2020 and beyond, and the major challenges and exciting opportunity ahead, ETAG’s role in facilitating robust, open and transparent dialogue is more important than ever. The role of Chair is to provide the leadership and set the tone for that dialogue. The opportunities are great and it is one for somebody who is passionate about tourism and the positive contribution it makes to the wider city. Robin Worsnop Chair 2 CANDIDATE BROCHURE | FWB PARK BROWN
2.0 About ETAG ETAG’s aim is to help develop tourism businesses in Edinburgh, enhance the
visitor experience and strengthen Edinburgh’s position as a world class visitor
destination, by:
THE CITY SELLS Building a strong tourism community
Providing a network for communication
£1.4 BILLION Bringing businesses together to share best practice, collaborate and
OF SERVICES TO STAYING innovate
VISITORS, WHICH SUPPORTS
ETAG aims to reflect the wide and diverse range of organisations which
AROUND 32,000 JOBS
together deliver Edinburgh's visitor economy. We support and champion the
city’s tourism sector, but we actively avoid taking a stance on specific issues
where there is likely to be a broad range of differing views from constituents
within the sector – the most recent example of this being the debate around
the introduction of a visitor levy. In these circumstances, ETAG’s role is to
provide a neutral platform for information sharing and discussion.
Makeup and “membership”
ETAG is an “open access” organisation. In practical terms, this means that
there is no official membership and engagement is voluntary and open to all.
While our activity and communications are primarily targeted at Edinburgh
based business, Scottish tourism businesses from further afield are able to
access and participate where appropriate.
This is reflective of both ETAG’s origins and our objective of creating a more
effective, collaborative and well networked business community, as well as
meeting the funding conditions, expectations and constraints that come with
the resource provided by Scottish Enterprise.
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Funding
ETAG’s main funder is Scottish Enterprise. SE currently funds ETAG activity via its “Destination Edinburgh 2020” project
approval, which also includes staff resource. All funding is allocated to ETAG on a project by project basis where there is a
clear strategic rationale and business case. The current approval runs to October 2020.
ETAG also generates income via charges for events, business contributions towards specific projects on a “pay to play” basis,
funding applications for specific projects (ie VisitScotland Growth Fund) and most recently it has initiated its first formal
funding partnership with a commercial organisation (Global Blue).
Staffing
Although formally constituted, ETAG is a virtual organisation with no directly employed staff, office space or other assets.
ETAG’s biggest and most valuable “staff resource” is its network of partners, stakeholders and highly engaged businesses
and individuals. Built up over a number of years, this is literally a priceless and “money can’t buy” resource which allows
ETAG to work effectively with the large and diverse stakeholder and business base that makes up the Edinburgh tourism
sector.
ETAG also currently benefits from the agreed input of Scottish Enterprise Project Mangers, which effectively gives it a core
staff (plus office space, services etc) at no direct cost. SE Project Managers (The ETAG Team) provide secretariat support
and day-to-day delivery of ETAG activity.
Where there is the need for additional staff support for specific projects/activities and or specialist knowledge/services,
this is brought in through a variety of routes, primarily traditional consultancy tendered on a project by project basis.
Structure
As noted above, there is no traditional “general” membership for ETAG, as it is an open access organisation. However, there
is a formal structure in place:
The ETAG Steering Group – the Steering Group is effectively the ETAG Board. The Group is made up of the formally
appointed Directors of ETAG Ltd, plus a number of “public sector observers”, including representatives from Scottish
Enterprise and VisitScotland. The role of the Steering Group is to oversee the formal governance of ETAG Ltd, plus provide
strategic input and oversight for ETAG activity. The Steering Group meets approx. 6 times per year, generally 2 weeks in
advance of the Full Group.
The ETAG Full Group – the Full Group is the wider leadership body of ETAG. Membership is restricted and by invitation
only. Members are appointed based on their strategic role in the city and/or as representatives of industry groups, sector
specific groups, public sector stakeholders and strategically significant organisations. The Full Group meets approx. 6 times
a year.
ETAG Subgroups - these subgroups are established to address specific issues or deliver specific new project activity that
requires cross sectoral, destination level collaboration. Subgroups are generally created for a specific period of time and
with very specific goals, and are led by an industry chair with support from industry partners and the ETAG Team. Recent
examples include ETAG China Ready and Business Events Working Group.
Activities
ETAG delivers a range of activity designed to support the sustainable growth of the city’s tourism sector from direct
business engagement to facilitating the city’s tourism strategy on behalf of city partners.
Activities include:
Maintaining and growing business engagement via ETAG’s website and social media channels
Delivering a range of business events, training courses and conferences - such as the annual ETAG Conference, the
Digital Solutions for Tourism Conference, business briefings, an ongoing programme of Digital Tourism workshops and
seminars
Commissioning and publishing research/ market intelligence guides, international benchmarking research, supporting
international learning journeys to encourage new product and service innovation across the sector
Identifying, developing and delivering innovative responses to new market opportunities – such as themed & anniversary
years, China and Youth Markets, Accessible Tourism and Business Events
Facilitating the development and monitoring of the Edinburgh Tourism Strategy - both the existing 2020 strategy and the
new 2030 strategy
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3.0 The ETAG Chair Role 3.1 Role and Expectations A key appointment in one of Edinburgh's and Scotland's most important economic sectors. ETAG is looking to appoint a Chair to build on the success of its activities over the last 10 years. Ultimately the role is to provide leadership to help ensure that the Edinburgh tourism sector continues to thrive. The Chair of ETAG leads the Board of Directors, upholding its values and standards. The Board is responsible for the strategic leadership and management of ETAG. The expected time commitment of the post is approximately 20 days per year. The time commitment can be varied during the year and is likely to include evening and weekend engagements and travel commitments. This role is non-remunerated. In addition, it is anticipated that the Chair will generally be available for contact with the executive and governance functions of ETAG outwith formal meetings. 6 CANDIDATE BROCHURE | FWB PARK BROWN
3.2 Key Responsibilities
The specific duties of the Chair are as follows:
Chairing meetings of the ETAG Steering Group
Chairing meetings of the ETAG Full Group
Liaising with the ETAG Team on high level decision making and issues of governance
Leading the Board in ensuring proper means of implementation and monitoring performance
Representing ETAG in an ambassadorial role via;
Formal representation on a number of national and local groups
Ad hoc representation of ETAG and actively promoting Edinburgh’s tourism sector to the outside world, including
the media and senior business, administrative and political figures, international delegations etc
Liaising with other organisations (in the public, private, and third sectors) on behalf of the ETAG and, where
appropriate, developing relationships with key strategic partners and funders
Participating where appropriate in committees, meetings, consultations
3.3 Person Specifications
It would be helpful if candidates had experience of Edinburgh’s tourism sector, however, we are also keen to consider very
strong candidates who may not have a tourism background but who will bring exceptional skills that will support the
Edinburgh tourism sector through the work of ETAG.
Person specifications include:
A passion for the cause of tourism and the aims and activities of ETAG
Outstanding leadership and interpersonal skills with the experience, abilities and diplomacy to guide ETAG and the tourism
sector through a continuing period of change and renewal
A reputation for probity and integrity
An ability to devote sufficient time to the discharge of the duties of the Chair
Familiarity with the strategic leadership of a complex and changing business sector
Experience of broadening an organisation’s audience and engagement
7 CANDIDATE BROCHURE | FWB PARK BROWN4.0 How to Apply For a confidential discussion about the organisation and the role please contact Ailsa Sutherland on 0131 539 7087. All applications should be send FAO of Ailsa Sutherland via fwb@fwbparkbrown.com or by post to : FWB Park Brown Ltd 19 Alva Street Edinburgh EH2 P4H The closing date for applications is Friday 9th August 2019 9 CANDIDATE BROCHURE | FWB PARK BROWN
FWB Park Brown
t: +44 131 539 7087
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