Tourism Falkirk 2020 Falkirk Area Tourism Strategy 2015 2020 - Visit Falkirk
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Tourism
Falkirk
2020
Falkirk Area Tourism Strategy 2015 - 2020
1
Contents
Page 3 Page 17
Foreword 3. Delivering the Vision
Page 4 Page 20
1. Tourism in Falkirk 4. Diagrammatic
The Current Position Summary
Page 9
(Tourism “Rocket”)
2. Tourism in 2020 Page 22
Vision, Targets and 5. Monitoring and Review
Strategic Priorities
2
Foreword
Welcome to Tourism Falkirk 2020,
our five year plan to grow and develop
tourism across Falkirk district.
In recent years the area has firmly made
its mark on the international tourism map
with the arrival of the Falkirk Wheel and
iconic Kelpies.
We’ve also seen great investment by the
private sector: in new hotels, venues and
attractions.
This plan aims to build on the success to
date, and to make Falkirk “a destination
of first choice for high quality, value
for money and world-class attractions
-offering memorable customer
experience, delivered by skilled and
passionate people.”
The strategy sets out a framework how
we’ll achieve this vision and gives some Councillor Adrian Mahoney
tough but, I hope, achievable targets
to make a real difference to the local Portfolio holder for Culture,
economy. Leisure and Tourism
Falkirk Council
The plan has been developed by the
Council and its partners in conjunction
with local tourism businesses, national
stakeholders and local communities.
I’d like to thank everyone who has
contributed to the shaping of the strategy.
Now let’s all work together to achieve our
ambitions... and make the Falkirk area an
amazing place to visit.
3
1. Tourism in Falkirk
The current position
Context
In the past 20 years, the Falkirk area has
seen dramatic developments which have
transformed its landscape and economy.
These include the Falkirk Wheel,
Callendar House in Falkirk, Bo’ness
& Kinneil Railway, the Hippodrome in
Bo’ness and the Helix in Falkirk, all of
which have had major impact on the
social, cultural and economic future of the
area and which continue to bring a wealth
of opportunities to increase tourism.
There has been a parallel effort,
through My Future’s in Falkirk and other
collaborative marketing with tourism
partners, to raise the profile of Falkirk
as an area for tourism and economic
development opportunities. Much
progress has been made in shifting the
perception of Falkirk in a positive way,
including the development of a Visit
Falkirk logo and brand building activities.
Falkirk is truly in the tourism business.
In recent years, the Council, in
consultation with strategic partners,
has drawn up an annual Tourism
Action Plan. Major pieces of work
have been undertaken including two
VisitScotland Growth Fund campaigns
and the promotion of the Falkirk area at
VisitScotland Expo. Visit Falkirk is now
a strong and recognisable brand for
activities.
The scale of investment in tourism to
date, most recently the opening of Helix
Park and the Kelpies, has created much
further potential and opportunities which
can best be addressed by longer-term
planning. The Tourism Strategy aims to
set out what Falkirk wants to achieve
over the next 5 years and establishes the
priorities to deliver the vision.
4
Existing Strategies • Culture and Sports Strategy 2014 -2024
(Falkirk Community Trust)
about problems, priorities and solutions
and collaborates with government
Tourism is already guided by a wide and agencies on industry’s behalf – to
range of existing strategies and policies • Kinneil Estate Masterplan (Falkirk
improve political and public commitment
which support economic development and Community Trust)
to tourism.
tourism in the Falkirk area. • Antonine Wall Management Plan 2014
• Scottish Enterprise – identifies and
The national and local strategies relevant -19 (Historic Scotland)
exploits opportunities for Scotland’s
to tourism include the following. • LEADER European Funding economic growth by supporting Scottish
Programme 2014 – 2020 (under companies to compete, helping to build
globally competitive sectors, attracting
National Strategies development)
• Falkirk Delivers Business Plan
new investment and creating a world
• Tourism Scotland 2020 (Scottish class business environment. Tourism
Tourism Alliance) is a key sector for Scottish Enterprise
This suggests that tourism players Strategic Partners activities.
should be aligning with the Tourism The delivery of the Tourism Strategy will • Scottish Railway Preservation Society
Scotland 2020 strategy to ensure “each rely on the Council working closely with – dedicated to the advancement of
and every one of us within the industry key strategic partners such as those listed Scottish railway heritage and operators
rallies round the strategy, embracing below. of the Bo’ness & Kinneil Railway.
the common agenda it sets out, giving it
• Falkirk Community Trust – a not-for- • Historic Scotland – directly responsible
our full support and taking the initiative
profit organisation responsible for the to Scottish Ministers for safeguarding
in our own areas”.
management and operation of leisure, the nation’s historic environment
• National Tourism Development culture, sport and tourism attractions including the Antonine Wall and
Framework (VisitScotland) throughout the Falkirk area. promoting its understanding and
enjoyment.
• Falkirk Delivers – provider of town
Falkirk Area Policies centre management services in Falkirk,
Bo’ness, Stenhousemuir, Denny and
• Scottish Natural Heritage – responsible
for the care and improvement of
and Strategies Grangemouth. Includes a Business the natural heritage, helps people
enjoy it responsibly, enables greater
• Strategic Community Plan 2010 – Improvement District for Falkirk Town
Centre. understanding and awareness of it,
2015 (Falkirk Community Planning
promotes its sustainable use, now and
Partnership) • Business Gateway Falkirk – provider for future generations and the lead
• Single Outcome Agreement (Falkirk of business support and financial partner for the John Muir Way.
Community Planning Partnership) assistance to start up and existing
businesses throughout the Falkirk area, • Forth Valley College - Scotland’s first
• My Future’s in Falkirk, The Way based within Falkirk Council. regional College, delivering more than
Forward (Falkirk Council) 750 courses from its campuses in
• Scottish Canals - working to deliver Alloa, Falkirk and Stirling. The college
• Tourism Action Plan 2014 (Falkirk the Scottish Government’s strategic currently has over 1600 students
Council) objectives for public benefit - for studying business and tourism related
• Tourist Signs Policy (Falkirk Council) everyone who lives, works or plays subjects, making it an important
along the Scottish canals. contributor of tourism skills to local
• Development Plans (Falkirk Council) tourism businesses.
• VisitScotland - the national tourism
• Towards 2020, Falkirk Council’s agency for Scotland working with Falkirk Council and many strategic
European Strategy key partners throughout Scotland to partners have already undertaken
integrate the key priorities of marketing, significant joint working under the ‘Visit
• Local Transport Strategy (Falkirk
quality assurance and providing Falkirk’ banner for promotional activities
Council)
information and inspiration to visitors and projects.
• Litter Strategy (Falkirk Council) within local tourism and economic
strategies in alignment with Tourism There is a need to develop and harness
• Sustainable Falkirk Strategy and Action plans which facilitate the continuing
2020.
Plan (Falkirk Council) growth and development of tourism and
• Scottish Tourism Alliance - brings maximise its impact. The Falkirk Area
• Open Space Strategy and Parks
public and private players together, Tourism Strategy should articulate a
Development Plan (under development,
to encourage the voicing of opinion vision for tourism for the period to 2020.
Falkirk Council)
5
It should also create the basis for more are now moving towards a new system Some further insight from other visitor
partnership and collaborative working to which aims to improve the reliability of studies is noted below.
maximise visitor numbers and spend and local tourism statistics. This system will
• Peer-to-peer reviews have become
to maximise future business investment in report on the volume and value of tourism
increasingly important in recent years,
tourism. from 2013 onwards. 2014 will be used as
to the extent that half of travellers will
the base year for measuring the progress
not book a stay before consulting an
of the Tourism Strategy in the years up to
Recent Tourism 2020.
online review site. A study claimed that
up to 87% of the 2,000 hotel review
Performance Tourism has an impact across the wider
economy. While much visitor expenditure
readers questioned said the reviews
had a ‘significant influence on their
The key measures of tourism
is in sectors such as accommodation, purchase decisions’.
performance are the number of visitors
food and drink and travel, these
to an area and the expenditure of visitors • 95% of visitors to the Helix thought
businesses are supplied by many other
in an area. The best available current the park was either ‘amazing’ or ‘quite
trades throughout the area and beyond.
estimates are as follows. good’.
The national tourism strategy stresses
Volume and Value of Tourism in the that tourism is everyone’s business. • 50% of visitors to Bo’ness & Kinneil
Falkirk area Railway heard about it by word of
mouth and 37% through social media/
Visitor Numbers Tourism Research internet. 98% said it was good value for
650,000
and Information money.
640,000
Information from surveys of visitors • Only 8% of those with access needs
has been gathered by various tourism use a wheelchair, so it is not always
630,000
operators and much of this has been about door widths, ramps and lifts. Far
620,000
considered in writing this strategy. There more people are partially sighted than
610,000 is a need to plan further research which blind. Far more people have a hearing
will support the increased aspirations for impairment than are deaf. Tourism
600,000
2009 2010 2011 2012 tourism in the area. businesses with improved accessibility
appeal to a wider range of visitors.
Visitor research conducted by Falkirk
There is a need to build and sustain
Visitor Expenditure Council at the Falkirk Wheel in 2012 gives
research and information to improve
an indication of this visitor market and
82
81 some of the findings are detailed below. understanding of tourism’s importance to
80
79
the Falkirk area.
78 • 57% of visitors were from Scotland and
77
76 lived outside the Falkirk area, 26% were
75
from England and 17% were foreign
Millions
74
73 visitors.
72
71
70 • 40% were aged 45-64, 36% were aged
2009 2010 2011 2012 25-44, 5% were 16-24 and 16% were
Source: Scottish Tourism Economic over 65.
Activity Monitor (STEAM)
• 60% of the visitors were staying in
hotels, 30% were staying with friends
There is already evidence of tourism in and family and 10% were in self-
Falkirk taking a significant leap in 2014. catering accommodation.
With over half a million visits to Helix
Park, the ‘Kelpie effect’ has helped other • 45% were day trip visitors, 11% were
sites such as the Falkirk Wheel and the away from home 1-3 nights, 31% were
VisitScotland Information Centre at the away from home 4-7 nights and 13%
Falkirk Wheel show a significant rise in were staying away for more than 7
numbers. nights.
The difficulty of estimating the volume and
value of tourism at a local level is widely
acknowledged. Falkirk Council, along with
VisitScotland and other local authorities,
6
SWOT Analysis
At a Tourism Strategy consultation meeting in November 2014,
the tourism trade representatives identified the Falkirk area’s
tourism Strengths, Weaknesses, Opportunities and Threats.
This SWOT analysis notes peoples’ perceptions and some
issues have already been addressed.
Strengths Opportunities
• Major and fresh attractions and events • Investment in facilities which tie in with • Raising awareness of greenspace
Helix and other attractions – e.g. hotels,
• Heritage, including World Heritage Sites • Redefining Falkirk position as Scotland’s
self-catering including caravan and
Contemporary Landscape
• Family activities camping sites, food and beverage service
• Improved public transport and
• Recent growth in outdoor activities • Relatively untapped aspects of heritage
enhancement of the core path network.
and facilities (e.g. Roman, industrial)
• Digital connectivity and wi-fi at attractions
• Countryside, landscape and • Arts
and other locations
outdoor activities
• Outdoor activities
• Improved visitor information, including
• Events
• First choice family destination for digital displays, at key visitor sites and
• Traditional High Street / days out town centres
historic town centres
• Destination for groups and leisure breaks • Improved customer service – e.g.
• Strong retail offer at Central Retail Park Glasgow Games model, including
• Business buy-in to tourism group
volunteer ambassadors
• Stock of affordable accommodation
• Online marketing including tourism
• Better research to inform tourism
• Key attractions have collaborated on website and social media
activities
major marketing projects using Visit
• Improving the built environment
Falkirk brand • Potential to work with adjacent local
(e.g. Townscape Heritage Initiative)
authorities e.g. West Lothian and Stirling
• Business engagement and
• Introduction of a local food and
support services • Build on William Wallace connection
drink network
• Developer interest in self-catering
• Raising awareness of local food and
(though yet to fully materialise)
drink producers
• Central location / rail access from
Glasgow and Edinburgh
Weaknesses Threats In summary...
• Negative perceptions of industrial area • Tourism is vulnerable to the Falkirk area has many
• Lack of awareness in key markets economic shocks strengths and opportunities
• Inconsistencies in quality of service • Fragmented industry may fail to seize and a changing tourism
collective opportunities landscape as the economy
• Connections between visitor locations, diversifies from its previous
including town centres and railway • Reduced resources (public sector)
concentration of heavy
stations • The pace of private sector development industry and as the area
• Lack of tourism trade association or may not keep up with the area’s
aspirations
becomes a greener more
destination marketing / management attractive place to visit. With
organisation • Other areas may shout louder the changing perceptions
• No recent hotel development • Leakage of retail spend to other centres of the Falkirk area, comes
• No bespoke tourism website for Falkirk and online the opportunity to increase
awareness of its tourism
• Lack of major investment in town
offering.
centre shopping
• Lack of clarity on target markets
• Lack of comprehensive tourism
trade group
7
8
2. Tourism In 2020
Vision, targets and strategic priorities
Vision Targets Strategic Priorities
To make Falkirk a destination of first The vision and the targets will be
choice for high quality, value for money To increase visitor expenditure delivered through the three strategic
and world-class attractions offering in the Falkirk area by 20% over priorities identified below.
memorable customer experience,
delivered by skilled and passionate
the next five years to 2020. • Targeting key markets
people. • Providing enjoyable and marketable
To increase overnight visitor experiences
The vision, targets and strategic priorities
have been developed through extensive
accommodation (serviced
• Improving the customer journey
consultation with many key stakeholders bedrooms and self-catering
and tourism businesses. Consultation has units) in the Falkirk area by 20%
included the following.
over the next five years to 2020.
• Issuing a survey to local tourism
businesses. To develop a Falkirk Tourism
• A consultation workshop bringing Partnership to take ownership
together existing tourism partners, of, to review and to implement
including VisitScotland, Falkirk
Delivers, Falkirk Community Trust,
the strategy.
Scottish Canals, Scottish Railway
Preservation Society and Falkirk
Council representatives from
Economic Development, Planning,
Communications, Governance and
other services.
• A further meeting with local tourism
businesses and national agencies
including Scottish Tourism Alliance,
VisitScotland, accommodation
providers, attractions operators,
restaurants, transport representatives
and community councils.
9
Targeting
Key Markets
As existing tourism operations cover a
wide spectrum – e.g. accommodation,
A Great Family Day Out Older People Days Out
food and beverage, visitor attractions, This audience is considered by many • Some older people have time and
events, conferences, retail and transport operators to be a key opportunity. resources to make more frequent day
– it follows that key markets vary between Families are drawn to attractions such as trips and, like families, can generate
sectors. Markets also vary within sectors, Helix Park and the Kelpies, the Falkirk return visits on a regular basis.
for example a large hotel and a self Wheel, Kinneil Estate and Bo’ness &
• Some older people tend to have a
catering operation are likely to target Kinneil Railway. The Falkirk area has
significant disposable income.
different sets of customers. The strategy events and amenities such as Callendar
must address the range of key markets Park, Muiravonside Country Park, • Existing attractions have experienced
relating to all the local tourism industry. commercial children’s play centres, a significant numbers from this market
dry ski slope, indoor karting, swimming, segment.
The use of the Visit Falkirk brand and cycling, riding and museums which attract
its further development are seen as key different segments of the family audience • The population is ageing therefore this
in future marketing activities. There is a from outside the area as well as catering segment will grow.
need to develop and promote clear brand for the local population. All these are • Increasing numbers of grandparents
values and create differentiation from particularly valuable in their potential to are key carers for pre-school children.
other areas. attract repeat visitors.
One of the responses to this market
Despite the range of provision, recent The area’s powerful set of assets sits segment should be ensuring a high level
consultation has shown that most local within easy reach of most of Scotland’s of accessibility for older people.
operators concentrate on one or more of central belt population so there is a
the following broad markets. ready market on the doorstep. The family
• Family days out
audience comprises people staying in or Leisure Breaks for
travelling through the central belt area Couples and Families
• Older people days out and seeking activities for children and
• Overnight stays generate greater
adults.
• Leisure breaks for couples and families financial return than day visits.
In short, Falkirk is a great family day out
• Activity seekers • The range of products on offer now
and, with the Kelpies and the Falkirk
makes a Falkirk overnight visit more
• Group travel Wheel in particular drawing families from
viable.
a considerable distance, there is an
• Business tourism
opportunity to build this audience further. • The central location of the Falkirk
The purpose of targeting markets for The Falkirk area should be a pre-eminent area makes it an ideal base for touring
the area as a whole is to show where destination for families. Scotland.
collaborative arrangements and pan-area
Key actions for growing the family days • The area has hotel capacity, especially
organisations such as the Council and
out market include the following. at weekends, to accommodate hotel
VisitScotland can best direct their effort
breaks.
for local impact. • Promoting the scale and breadth of
family attractions and events to local • The area has internationally recognised
Each of the identified markets is
and nearby audiences to encourage ‘Must See’ attractions - the Kelpies and
considered below.
visits and frequent repeat visits. the Falkirk Wheel.
• Promoting the ‘power attractions’ and Visitor accommodation is the backbone
other specialised amenities to families of the tourism industry and the
throughout central Scotland. accommodation operators are essential
marketers for the area. The partnership
• Building the area’s reputation for
elements of the strategy should assist
attracting regular repeat visits.
accommodation operators to market
The promotional effort should go hand- packages of accommodation, activities
in-hand with continuing to refresh the and travel which are attractive to the
product and developing new family market.
experiences in the area.
10Activity Seekers Group Travel Business Tourism
• Development of amenities and facilities, • A proven sector for key attractions such • Falkirk is an important business base
including cycling, means that the Falkirk as the Falkirk Wheel and Callendar with many operations which have
area can now accommodate those House. extensive international connections
looking for a more active break. e.g. Ineos, Forth Ports and Alexander
• This sector should be a target for the
Dennis.
• Falkirk Council’s award-winning paths Helix, the Antonine Wall and other
network attracts walkers and cyclists. attractions such as Boness & Kinneil • Local accommodation providers
Railway, which already has a group rely heavily on the number of
• Activity seekers are a growing market
travel base. business visitors to the area, i.e. non-
which includes people of most ages
discretionary business travel.
and families. • Group travel can be local and
international, and the strategy has to • There are significant facilities for
• The area’s central location means
reach both ends of the spectrum. discretionary business travel, i.e.
that Falkirk can be a base for activity
conferences/meetings and events.
seekers looking for activities within the • It is beneficial to work with neighbouring
Falkirk area and the rest of Scotland. local authorities to develop cross • There is an opportunity to capture more
boundary packages for group of the discretionary spend available,
• The area now has the John Muir
operators. particularly as the area has become
Way which has the potential to pull in
known at an international level owing
overseas visitors, with American and • Exhibiting at VisitScotland Expo
to attractions such as the Falkirk Wheel
German visitors showing particularly provides one important channel to
and the Kelpies.
strong interest. target the group travel sector.
• Business tourism can lead to
Geographically, this market is both local in There should be co-operation between
subsequent leisure visits.
central Scotland, where people appreciate the main sites receiving groups of visitors
the short travel time to facilities, and much to help reach this market more effectively The landmark attractions can be used to
more widely spread as people can be and to help tour operators to package help engage conference organisers at
attracted to the area as part of a larger several Falkirk elements in an itinerary. an international level. It is also important
trip – e.g. walking the John Muir Way. The that more local conference organisers
marketing approach should reach both (including Services within Falkirk Council)
audiences. have full area information readily
available.
11Providing Enjoyable
and Marketable
Experiences
In recent years, businesses and • The staging of events on existing event Helix and Bo’ness town centre are among
organisations have shown great creativity space, and the improvement of events the most notable in scale to date but there
in developing new experiences which infrastructure, including facilities for are many other examples including the
attract visitors to the Falkirk area. New conferences and meetings. Faw Kirk graveyard, nature reserves and
assets such as the Falkirk Wheel and paths networks.
• Hotel and self-catering including
the Kelpies have been created and older
caravan and camping accommodation. At present, work is progressing on the
features like the canal network and the
Falkirk THI initiative and Denny town
Hippodrome have been restored and are • Food and beverage provision.
centre. These are vital for maximising
now important tourism generators.
• Encouraging people to extend their the value of intrinsic assets and giving
The Falkirk tourism experience is based customer journey to neighbouring sites. the visitor a quality experience as they
not only on a growing portfolio of visitor travel in the area. Improved town centres
attractions, events and activities but The existing visitor numbers at key will be better placed to attract retail
equally importantly on accommodation, sites should provide a ready clientele investment and support the wide range
food and other services which, along for many prospective developers. New of independent retailers which are a
with the quality of the environment developments themselves should extend distinctive feature of the area and which
(place), form an integral part of the the appeal of the sites and bring more can draw significant visitors.
visitor experience. The business tourism visitors to the core attraction.
Further environmental initiatives will be
experience also relies on most of these There are other sites at which the pursued at sites including the following.
features. principle of nodal development can be
followed, where additional visitor facilities • Portdownie (a canal-side regeneration
It is a priority of the Tourism Strategy
can make a location more marketable site close to the Falkirk Wheel)
to continue to improve and expand the
Falkirk tourism experience throughout and viable. The following are examples of
• Rosebank (a disused distillery building
the area. The main opportunities to do so sites with such opportunities.
beside the Forth & Clyde Canal in
include the following. • Callendar House and Park Falkirk)
• Kinneil House and Estate • Nature reserves and core paths
Development at • Falkirk and Bo’ness town centres
network
Major Attractions A nodal development policy was pursued
Such work will help continue the
The most visited sites in the Falkirk area transformation of disused industrial areas
for the restored canals under the Canal to viable uses which contribute to the
are the Falkirk Wheel and Helix Park. Corridor Development Framework.
Especially in the latter case there is the quality of the visitor experience.
A similar nodal approach would be
need to complete Helix facilities with appropriate for the other linear features in The Council will also develop an Invest in
the visitor centre and address parking the area – the Antonine Wall and the John Falkirk message to pro-actively promote
pressures. Furthermore, as both the Muir Way. the area for additional investment by new
Falkirk Wheel and the Helix already and existing accommodation providers to
have large visitor numbers on site, they Consideration could be given to extending enhance the capacity, choice and quality
should be attractive locations for the the range and quality of services at visitor of serviced and unserviced (self-catering)
development of further visitor facilities and nodes through commercial partnerships accommodation.
services by both the private and public and outsourcing.
sectors.
There is development land within, or Place-making and Cultural and
adjacent to, both sites. This makes it
Enhancing the Heritage Tourism
possible to pursue the development of the Much of the Falkirk area’s tourism product
following types of facilities. Environment is based on culture and heritage. Lacking
• Visitor attractions and experiences The quality of the environment and a the dramatic scenery and large rural
which are complementary to, and sense of place are key to the enjoyment spaces found in the north and south of
compatible with, the existing main of any visit. People generally make a Scotland, the Falkirk area has had to
attractions. trip to somewhere they feel is distinctive create its tourism based on its people and
in some way. They certainly notice the their works past and present. Fortunately
surroundings when they get there. the area has seen more than sufficient
human activity and drama to leave a rich
The Falkirk area has seen a lot of place- heritage and to make a compelling story.
making and regeneration in recent years. Re-telling these stories and re-living
The Falkirk Wheel and canal corridor, the the experiences is the basis of much of
12Falkirk’s tourism product at sites such
as the Antonine Wall, Callendar House,
Activity Tourism
Bo’ness & Kinneil Railway, Blackness • Developing tourism-related businesses
Castle, Kinneil Estate, the Forth & Clyde along the route of the John Muir Way
Canal and the Union Canal. and at key locations adjacent to the
Antonine Wall and Canals.
In recent years, Falkirk has added
greatly to its tourism product through • Completing facilities and infrastructure
contemporary art and culture, including including cycle trails and related
the innovative engineering of the Falkirk developments within Callendar Estate.
Wheel, the landmark art of the Kelpies • Extending the season through the
and the Park Gallery at Callendar House. provision of activities on a ‘turn up and
Culture and heritage will continue to be play’ basis.
the bedrock of the Falkirk tourism product. • Encouraging more activity operators
Key opportunities include the following. through Business Gateway and other
support agencies.
• The Antonine Wall – the Antonine
Wall Management Plan, which
has been developed as a result Accessible Tourism
of UNESCO World Heritage Site • The UK market is ageing and it is
designation, should create a range of estimated that by 2025 more than a
Events and Festivals
new visitor experiences and improve third of the UK’s population will be over • Facilities within the Falkirk area exist
the marketability this historic feature. 55. There is a correlation between for major events and festivals such as
The transnational World Heritage Site ageing and disability in its widest Falkirk Rocks at the Falkirk Stadium.
offers opportunities for national and sense. The number and range of events,
international partnerships. particularly those targeting high
• The Falkirk area should become known value audiences, can be increased to
• Callendar House and Park – previous for its level of accessibility, for people of maximise the Falkirk area’s potential.
studies have identified a variety of all ages and abilities, at its attractions
opportunities, including strengthening and accommodation. • Events which generate a significant
of the visitor product within the house number of participants or attendees
• Signage of accessibility facilities staying overnight are particularly
and re-using redundant buildings in the
such as car parking is important for valuable.
park.
attractions, hotels and other sites.
• Kinneil House and Estate – recent • The success of events such as the
• Alternative media and new technology summer comedy festival Funny
studies have identified ways in which
can be used to communicate with in Falkirk and the autumn Roman
the house and estate can be brought
people with differing needs. Week may be a model for a winter /
into greater use by residents and
visitors. spring traditional music festival. This
• Two Townscape Heritage Initiatives and Sustainable Tourism opportunity could be explored with a
range of partners including Falkirk and
local conservation areas. • Environmental sustainability is District Arts and Civic Council and local
important within the decision making communities.
These and many other opportunities are process for an increasing number of
likely to come up against very constrained visitors. • Collaboration between events
public sector budgets. Progress is likely to organisers to create a combined
be speedier if private developers / capital • Sustainability is an essential element in events calendar would help not only
can be attracted to elements within future Falkirk Council policies. the promotion of these events but
cultural and heritage tourism development the planning of other events in order
• Falkirk should aim to have a majority
projects. to avoid major events clashing and
of tourism businesses and operators
meeting the Green Tourism Initiative to ensure a good spread of events
award criteria or having other throughout the year.
environmental credentials which help The condition and cleanliness of the
the area to promote itself as sustainable built and natural environment are factors
destination. underlying all types of visitor experiences.
13Improving the
Customer Journey
It is important that every aspect of the
visitor’s experience is as smooth and
On-arrival Information, • Improving the public transport links
between visitor attractions, hotels, town
enjoyable as possible. This includes Orientation and Signage centres and stations, including the
providing the inspiration for the visit in • Providing information at key sites provision of a regular hop-on visitor tour
the first place through all the stages of including: bus.
customer decision making, travel, the visit
• VisitScotland Information Centre in • Improving accessibility to the core
itself and the level of satisfaction and how
Falkirk path network by enhancing links to
this is communicated back to the trade
public transport hubs and key visitor
and other potential customers. • VisitScotland information points, attractions.
Opportunities to improve the customer including Bo’ness Station
• Developing joint ticketing offers for
journey are identified below. • An upgraded information service at transport and visitor attractions.
libraries and potentially at other key
• Ensuring ease of parking, including
Pre-arrival Information locations
coach parking in town centres and at
• Refining the first point of engagement • Local tourism businesses and operators other key sites.
with the customer and developing the and public transport hubs
pro-active use of the web and social
media.
• Use of Visit Falkirk branded leaflet
stands.
Outstanding
• Launching and managing a high quality
• Ensuring area orientation information
Customer Service
Visit Falkirk website which portrays the Customer service is a way in which
at key points of entry and key visitor
contemporary and innovative elements the Falkirk area can differentiate itself
locations.
of the Falkirk experience as well as the and generate a virtuous circle of good
area’s historic features. • Further developing of downloadable service, customer recommendations
itineraries and self guided tours. and additional visitors. A very significant
• Maximising the Falkirk area’s
commitment will be required to achieve
representation on VisitScotland • Implementing and maintaining an
outstanding customer service but it could
website. enhanced scheme for brown tourist
produce benefits on a corresponding
signs to and between key tourism sites
• Maximising the Falkirk area’s scale. This would not happen overnight,
and facilities.
representation at VisitScotland but it is considered viable for the Falkirk
Information Centres and Information • Ensuring finger posts and other area as a whole to aim to deliver an
Points outside the Falkirk area. pedestrian signage encourage visitors outstanding level of customer service
to make the most of their visit. by 2020. This would differentiate Falkirk
• Encouraging cross-marketing by
from other areas and ensure that the
local operators, transport companies • Improving broadband coverage
world-class attractions are matched by
and businesses so that they give throughout the Falkirk area.
an equivalent level of service which will
information on the wider Falkirk area
• Encouraging wi-fi zones/provision enhance the customer experience and the
as a matter of course and provide a
to ensure increased connectivity area’s reputation.
Visit Falkirk link in their promotional
at attractions, town centres and
channels. There should be a partnership approach
accommodation providers.
to the long-term development of
• Communicating with potential visitors
outstanding customer service. The tools
through print, email, advertising, other
marketing and PR. Road and Rail which can be used to support this aim
include the following.
• Using sample itineraries to inspire and
Infrastructure,
• ‘World Host’ type accreditation for
motivate visitors. Public Transport and customer service and local knowledge
Sustainable Travel – e.g. Visit Falkirk accreditation as a
badge of honour for businesses and
• Working with road and rail authorities
tourism operators.
to ensure the capacity and quality of
infrastructure encourages additional • Local ambassadors from business and
visitors. the community – demonstrating that
Tourism is Everyone’s Business.
• Promoting and enhancing public
transport as a sustainable way to get to
and around the area.
14• Reaching the workforce of the future in
schools and colleges and emphasising
the importance of hospitality and good
service.
• Business Gateway and other business
support initiatives for promoting
good business practices, including
customer service, to new and existing
businesses.
• In a recent study by the Federation
of Small Businesses, 46% of tourism
businesses look to Business Gateway /
councils as the first port for advice and
support, which confirms that Falkirk
Council is in an influential position.
• The Council’s Employment & Training
Unit supports training and up-skilling
the area’s workforce.
• Familiarisation trips for the tourism
trade and others, including local
ambassadors, to ensure that a wide
range of people who come in contact
with visitors have good product
knowledge.
A Visit Falkirk website, with
comprehensive and up-to-date
information and partner participation, will
contribute to very many aspects of the
customer journey.
An important part of improving the
customer journey will be capturing visitor
feedback, checking that the Falkirk
proposition is delivering its promise and
feeding this information into the further
development of marketing and visitor
experiences. This should be done on a
continuous cycle.
1516
3. Delivering the Vision
The vision, as stated above, is to make
Falkirk a destination of first choice for high Partnership The future of tourism is about
‘superservice’, meaning that the services
quality, value for money and world-class
attractions offering memorable customer
Working on offer need to save people time,
money and energy. Taking the hard work
experience, delivered by skilled and Elevating the opportunities for partnership away from visitors will help ensure they
passionate people. working will be fundamental to the choose to visit Falkirk and help maximise
success of the Tourism Strategy. There their dwell time here. Business owners,
The vision and the targets will be has been good joint working between communities and volunteers in the area
achieved through three main activities. some visitor attractions to date but need to be convinced of this and will
• Forming a Falkirk Tourism Partnership there is now an opportunity to create be encouraged to participate in training
which will engage with a wide spectrum an effective tourism community which which delivers ‘superservice’. Bringing
of the tourism trade and which will drive connects local businesses and aids local organisations together to build
and strengthen the development of working together for the benefit of all. The confidence and knowledge can go a long
the Falkirk tourism experience through success of the Tourism Strategy depends way to delivering exceptional experiences
collaborative working. greatly on the support and leadership every time.
of a wide range of partners including
• Promoting the Falkirk area to existing private sector tourism operators, public A Falkirk Tourism Partnership will have
visitors and new target markets. sector agencies, transport and retail the opportunity to build on existing local
operators, the voluntary sector and local and national networks, agree shared
• Promoting investment in tourism in aspirations and ensure that energy
communities. Creating more joined up
the Falkirk area from both indigenous is harnessed and aligned towards
working in the area as a group will be far
businesses and inward investors. developing the customer experience.
more effective than stand-alone projects.
The partnership could work towards
Joint promotional activity and attendance an overall Destination Marketing or
at events as “one body” will contribute Destination Management approach. This
to the increased awareness of Falkirk as could include planning, implementation,
a whole. Increasing the participation of regular reviews and assessment of the
local businesses in VisitScotland Expo Tourism Strategy and activities relating
and delivering collaborative marketing to the unique natural environments, the
campaigns will help to ensure Falkirk cultural attributes and the community of
is perceived as having joined up offers interest at the heart of the Falkirk tourism
which enhance the visitor journey. destination.
Increased exposure in the travel media,
funded jointly, will have a greater impact The Tourism Strategy will deliver a
than single organisations alone. Shared Tourism Partnership model which works
market intelligence will allow for better for the Falkirk area. The strategy does not
monitoring and evaluation, creating prescribe the model. That will be a matter
a sense of community through better for the trade to work out with support from
linkages within the sector. This will allow the Council. However many businesses
for the exploration of opportunities to raise are already engaged in Visit Falkirk
funding for the future. activities and more have come forward
in the strategy consultation process.
The benefits of ‘Team Falkirk for Tourism” Together with the Visit Falkirk marketing
are widespread. The visitor can access group of key attractions (whose activities
joined up information and services, the include exhibiting at VisitScotland Expo
area will have a more effective focus on and running a six figure Growth Fund
key markets and customers and individual campaign) there is a good platform for
businesses will have an increased developing a wider partnership.
demand for local produce. Working
together with a shared vision to create
and develop what visitors want is a key
step for further growth and investment in
tourism.
17Promoting the Visit
Falkirk Message
Resources Channels
There will be strong pressure on public
Key Objectives
sector budgets, including Falkirk Council
and Scottish Canals, and there will be Development of Visit Falkirk tourism and social media portal.
a need to attract resources from wider
sources such as LEADER and from the Activity Measurements
private sector. www.visitfalkirk.com will be the call to action Google Analytics
on all future promotional tourism activity in
Number of hits to visitfalkirk.com
It is a clear aim of the Tourism Strategy relation to the facilities and key attractions.
to act as a facilitator to engage the Number of likes to Visit Falkirk Facebook
The website will be the one stop shop for
private sector attractions, accommodation page and level of engagement
information on all tourism products and
providers, cafes, restaurants and many events. Number of followers on Twitter
other types of tourism businesses Managing the Visit Falkirk Facebook page, Open and click through rates on ezines
within the area and to assist them with developing a Twitter feed, continuing
the establishment of a local Tourism monthly eshots to the trade and developing
Partnership. Once this is established, an an eshot for consumers.
effective local partnership will help raise
and allocate resources to focus attention Key Objectives
on areas which generate the greatest Ongoing development and distribution of visitor information, orientation
economic return. It is fully appreciated
and signage throughout and about the Falkirk area.
that each funder must receive an
appropriate return on investment. Activity Measurements
There has been a substantial demand Number of leaflets distributed
(almost 100% increases in 2014) for the Visit
% increase in local coverage
Falkirk area leaflet.
% increase in national coverage
Develop and implement a framework for the
continued distribution (locally and nationally) Number of Visit Falkirk information and
and production of other area literature. orientation points throughout the area
Reinforce the Visit Falkirk message through Installation of updated and upgraded brown
signage and information and orientation tourism signs
points.
Key Objectives
Marketing and PR campaign development to continue to raise awareness
and improve perception of the Falkirk product offer.
Activity Measurements
Maximise on the marketing activity taken Opportunities to be seen
place to date to continue to promote the
Voucher redemption
Falkirk area as a perfect day out and build
on this to promote the area for short breaks. Google Analytics
Focussing on key target markets- Trade exhibition attendance and level of
enquiries
Family Days out
The number of positive reviews about the
50 plus Days Out
Falkirk area
Leisure Breaks
Promotional campaign outputs (visitors and
Activity Seekers spend)
Group Travel
Business Tourism
Optimise all marketing & PR opportunities
for the area and work with key partners
including VisitScotland.
18Key Objectives
Conducting ongoing Market Research with existing visitors to the
Falkirk area.
Activity Measurements
Establish benchmark research to provide a Perception research to be commissioned
baseline for all marketing and PR campaign
Improvement in information sharing between
development.
tourism operators
Collate visitor research from key partners
to provide an overall picture of the visitor
experience.
Promoting Investment
in Tourism
The Falkirk area is benefitting greatly from the next 5 years in order to increase the
significant investment in recent years, capacity and quality of the Falkirk tourism
particularly Helix Park and the Kelpies product.
which opened in 2014. Along with the
Tourism will form part of a wider Invest in
Falkirk Wheel, other attractions and hotel
Falkirk message which will be promoted
development, the tourism sector has been
to indigenous businesses and inward
much strengthened. However, it will be
investors and will be supported by a
important to ensure that recent public
range of mechanisms such as Falkirk’s
sector investment is complemented by a
Tax Incremental Finance (TIF) initiative
higher level of private sector investment in
and the European LEADER initiative.
Key Objectives
Inward Investment activities
Activity Measurements
Promotion of the Falkirk area to attract Production of Invest In Falkirk Promotional
investment in to the area across all Materials
tourism facilities, particularly additional
Number of companies targeted
accommodation provision, self catering
including caravan and camping sites and Trade events attended
food and beverage operators Increase in accommodation capacity
Ensuring an appropriate range of sites and
support available for future development.
Key Objectives
Business Engagement and Support
Activity Measurements
Promotion of Business Gateway Falkirk Number of tourism businesses who are
services to Falkirk tourism businesses to clients of Business Gateway Falkirk
encourage increased take-up of services.
The Falkirk Council Business Gateway
service has significant tourism expertise to
help businesses. There is an opportunity
to tailor training and support for tourism
businesses according to demand.
Realising tourism opportunities through
social enterprises and community
involvement.
194. Diagrammatic Summary
This diagrammatic summary has been
prepared to illustrate the approach to
and the content of the Falkirk Tourism
Strategy. It follows the Tourism “Rocket”
diagram developed in the national
strategy, Tourism Scotland 2020, which
has been adapted to the Falkirk area.
20By 2020
VISIO N
Falkirk will be a destination of first choice for
high quality, value for money and world-class attractions offering
memorable customer experience, delivered by skilled and passionate people
• To increase visitor expenditure in the Falkirk area by 20% over the next 5 years to 2020.
KPIs
• To increase overnight visitor accommodation in the Falkirk area by 20% over the next 5 years to 2020.
• To develop a Falkirk Tourism Partnership to take ownership of, to review and to implement the strategy
GROWTH MARKETS
Family days out Older people days out Leisure breaks for couples & families
MARKETS
Activity seekers Group travel Business tourism
HOMETURF NEAR NEIGHBOURS EMERGING MARKETS DISTANT COUSINS
Eng, Scot, NI, Wales Scand, DE, FR, ES, IRE, NL, IT BRIC Countries * USA, Aust, Canada
CURRENT INHIBITORS& THREATS
Lack of Limited Reduced Variable Limited
industry range of public Lack of Outdated Low quality / transport
Fa lkirk Area Tourism Stra te g y
area perceptions awareness
body accomm sector service joining
website
offer funding standards attractions
FO UNDATIO NS
STRATEGICCONTEXT & OPPORTUNITIES
Policy context Evidence base Investments Opportunities
Focus years • Development at Fk
• Tour. Strategy 2020 •Volume and Value • Helix Park/ Kelpies • 2015 Food & Drink
• Nat. Tour. Dev reports Visitor Centre. Wheel & Helix
• 2016 Innovation,
Framework •VisitScotland • Forth Valley College • Further use of Kinneil
Architecture & Design
•Single Outcome Information Centres • Road infrastructure Estate & Callendar Hse
• 2017 History,
Agreement •Visitor surveys improvements • THIs
Heritage &
•Strategic Community • Fk Townscape • Digital connectivity
Archaeology
Plan • Signage • Public transport
• 2018 Young People
•Suite of Falkirk area • Heritage Initiative
strategies and plan • TIF Invest. Incentive
PROVIDING ENJOYABLEAND MARKETABLE EXPERIENCES
Culture & Nature & activities Business tourism Events & festivals Destination
STRATEGIC ACTIO N FRAMEWO RK
heritage • Helix Park • Develop • Hippodrome, Helix development
• Kelpies & Falkirk Wh • Strategic Parks hotels/ facilities by Falkirk Stadium and • Nodal development
• Antonine Wall WHS • John Muir Way attractions Falkirk Wheel • Change perceptions
• Bo’ness & Kinneil • Walking and cycling • Bid document, • Infrastructure • Build on Kelpies profile
Railway • Forth & Clyde Canal ambassadors etc improvements • Town centres
• Hippodrome • Family activities • International • FCT Events Strategy • Accessibility
• Callendar House connections • Comedy Festival
• Kinneil Estate • Town Centre Events
IMPROVING THE CUSTOMER JOURNEY – PUTTING THE CUSTOMER AT THEHEART
QUALITY
Food & drink Transport Accommodation Digital Visitor
• Connect producers • Road & rail access • Attract new hotel • Area web portal information
and providers • Public transport developments • Social media presence • On-arrival print
• Promote local • Connectivity • Encourage self • Connectivity/ wi-fi at • Signage
produce between attractions catering sites key attractions and • Itineraries
• Map existing assets • Tour bus • Develop packages other locations. • Information points
and gaps • Real-time • Accessibility
information
BUILDING OUR CAPABILITIES– TOURISM IS EVERYONE’SBUSINESS
Collaboration Sustainability Marketing Jobs & skills
•Falkirk Tourism Partnership •Scheme membership •VisitFalkirk brand •Service excellence scheme.
C APABILITY
•Neighbour local authorities •Collaboration •Inward investment •Business ambassadors.
•Between attractions •Buy local •VisitScotland expo •Promote tourism as a career.
•Familiarisation trips •Retain spend in Falkirk •Change perceptions •Business support initiatives.
•Length of stay/ spend •VisitScotland Growth Fund •Employment & Training Unit
LEADERSHIP & COLLABORATION
Other Key Groups inc. Vol. sector Industry Leadership Group Cross Sectoral Collaborations
* Brazil, Russia, India and China
215. Monitoring and Review
The main purpose of the Tourism Strategy
is to identify the high level strategic
Contact
priorities and delivery mechanisms for Enquiries about the Falkirk Area Tourism
developing the tourism industry in the Strategy should be made to:
Falkirk area over the next 5 years. The Falkirk Council, Development Services,
priorities will be addressed in many Growth and Investment Unit, The Falkirk
stages and by many organisations and Stadium, 4 Stadium Way, Falkirk FK2 9EE
partnerships over this period.
01324 590960
It is proposed that progress reports on
the Strategy be made on an annual basis visitfalkirk@falkirk.gov.uk
and that these reports should incorporate
a statement of key actions for the year
ahead.
While the strategy will be monitored
by Falkirk Council initially, there will be
continuing engagement with the tourism
trade to capture its needs and reflect
these in the annual plan. As a more
fully fledged tourism partnership body
develops, it is suggested that this body
should take ownership of the tourism
strategy and be the monitoring body for
reporting and review.
With this in mind, it is proposed to
conduct a mid-term review of the strategy
in 2017 so that the partnership has the
opportunity to revise the strategy to
its needs at that point in time, prior to
taking over ownership. It is expected
that the Council would continue to play
a significant role in tourism policy and
development as a key partner in the
partnership.
22Thank you to the following organisations for their assistance and input to the development of this strategy Visit Scotland Scottish Tourism Alliance Falkirk Delivers Falkirk Community Trust Scottish Railway Preservation Society Falkirk Football Club Scottish Canals Forth Valley College Federation of Small Businesses Historic Scotland Scottish Enterprise Thank you also to the many businesses, Community Councils and individuals who contributed to the consultation process. 23
visitfalkirk.com 24
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