Burns Tourism in Nithsdale - January 2021 A study commissioned by Dumfries & Galloway Council - DG Culture
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Burns Tourism in Nithsdale
January 2021
A study commissioned by Dumfries & Galloway Council
David Hicks, Heritage Consulting
davehicks70@me.com, 07967 650 316
Contents
Introduction 3
Executive Summary 5
Market Analysis 7
The tourism value of Burns 12
Case Studies 18
Previous Marketing Approaches 23
Action Plan Framework 25
Partnership Approaches and Funding Opportunities 26
Appendix A - List of consultees 29
Appendix B - Draft Job Description: Burns Tourism Officer 30
With grateful thanks to the following for their support in the production of this study:
Ian Barr, Dumfries & Galloway Council; Professor Gerard Caruthers, Glasgow University; David
Smith, Upper Nithsdale Community Initiative; Ali Bowden, Edinburgh City of Literature Trust;
Siobhan Ratchford, Dumfries & Galloway Museums; Susan Colquhon, National Trust for Scotland;
Al Thomson, Unique Events; Dr Darinna Gallagher, James Joyce Centre; Giles Ingram, Abbotsford
Trust.
2Introduction
This study has been commissioned by Dumfries & Galloway Council, with the aim of researching
the potential for increased value from Burns tourism to Dumfries and Nithsdale. It analyses the
possible visitor segments for a Burns tourism offer, presents some relevant case studies and
identifies previous marketing approaches. In addition to desk-top research, a series of
consultations have been conducted with key local stakeholders, and online workshops in
November and December 2020.
The economic value of the poet was recently analysed in the report Robert Burns and the Scottish
Economy, published in December 2019. This outlined the value of Burns heritage to tourism,
festivals, the food and drink sector, and as a brand in its own right. The report estimated a value
of £21m to Burns tourism in Dumfries & Galloway, and suggested that in comparison to other
parts of the country its connection to the national poet is relatively under promoted.
In recent months two new organisations have been established, which place Dumfries & Galloway
within a South of Scotland economic context. South of Scotland Enterprise acts as a regional
economic and community development agency, supporting businesses and grassroots groups.
South of Scotland Destination Alliance is the strategic destination management and marketing
organisation, promoting and supporting tourism initiatives across the region. These new agencies
offer opportunities to capitalise on a collaborative vision for promoting Burns tourism in the area.
In addition to these regional bodies, the Dumfries Partnership Action Group has been formed,
bringing together local businesses and community groups to lead the development of the town.
The recent development of Moat Brae House as a visitor attraction, with its connections to the
writer JM Barrie and his famous work Peter Pan, has also served to highlight literature as an
important theme for Dumfries.
Burns heritage in Nithsdale
Dumfries and Nithsdale have a wealth of connections to Scotland’s national poet. Robert Burns
moved with his family to Dumfriesshire in 1788, signing a lease for Ellisland Farm, and then taking
on the role of excise officer the following year. Burns later moved to Dumfries, and died there in
July 1796. Today there are many places where visitors can discover more about Burns, his life and
work.
• Burns House Museum - the town house where Burns lived for the final three years of his life is
now a museum in the care of Dumfries & Galloway Council.
• Robert Burns Centre - a historic building in Dumfries with a permanent exhibition interpreting
Burns life and work in the area, managed by Dumfries & Galloway Council.
• Ellisland Farm - the farm that Burns leased is now owned by a charitable trust.
• Mausoleum - the monument built around Burns grave is open to the public.
• Robert Burns statue - erected in Church Place in Dumfries.
• Jean Armour statue - erected opposite St Michael’s Church.
• Museum collection - Dumfries & Galloway Museum service hold a collection of original
manuscripts, letters and personal objects connected to Burns.
• The Globe Inn - the place Burns described as ‘his favourite howff’ is now a bar and restaurant,
with historic rooms once used by Burns and a collection of personal items.
While living in the area, Burns wrote over 130 poems and songs, including some of his most
famous works such as Tam O’Shanter and Auld Lang Syne. Many other works refer to locations or
incidents that took place in the area, such as The Banks of Nith and On Seeing a Wounded Hare.
Dumfries and Nithsdale can rightly claim to be at the heart of ‘Burns Country’.
3Some of these Burns connections have been mapped for this project, to illustrate the rich heritage
that Nithsdale has to offer (Above: Detail from the map showing visitor attractions, places, poetry
and songs associated with Burns in Nithsdale).
The Google map is available by visiting https://www.google.com/maps/d/viewer?
hl=en&mid=1lKi9ssCDkGP7OXJ1AKCEF4vLXIRKqUBS&ll=55.121927021246705%2C-3.8081674
49999993&z=9
4Executive Summary
There is clear potential for increasing the value of Burns related tourism in Dumfries and Nithsdale
through a collaborative approach, with attractions and other businesses working together to
develop new packages of products or experiences which encourage both increased overnight
stays and visitor spend.
Telling the story
The story of Burns’ life and work in Nithsdale can provide a strong and compelling narrative to
promote the area to visitors. It offers a unique opportunity to discover the link between the creator
and the created, anchored in well-established built heritage attractions. His poetry, song, letters
and the many traditions associated with Burns also help to illustrate the distinctive character of
the area. This heritage can highlight its many other attractions, and build the critical mass needed
to bring Nithsdale to a larger tourist market. Working collaboratively will be crucial to realising this
potential, as there are many stakeholders of Burns heritage in the area, rather than a focus on a
specific site or attraction. Stakeholders also need to innovate and pilot new ideas, and not feel
tied to traditional ways of interpreting his life.
The key benefits
Focusing a tourism offer on Burns heritage brings a range of benefits:
• Burns is an icon of Scottish culture, recognised across the world, promoted annually by
national and international campaigns, and a good match with the themes of 2022 the Year of
Scotland’s Stories. The national and international network of Burns clubs provides a ready
market for a distinctive offer focused on his life and work in Nithsdale.
• Dumfries and Nithsdale have a wealth of connections to Burns, not just the built heritage of
his homes in Dumfries and Ellisland Farm, the mausoleum and statues. There are also the
significant number of poems, letters and songs written in the area, and his history as a farmer
and excise officer. All together this heritage represents a tremendous asset, for marking out
the distinctive and unique character of the area.
• This wealth of heritage offers opportunities to find relevance for many different visitor
segments, and closely match key tourist motivators. His writings on natural heritage can be
used to promote local landscape and scenery, his songs performed as part of events, and the
story of his years as a farmer and traditions of the Burns Supper make easy connections to
the food and drink sector.
• From a South of Scotland tourism perspective, literature is a key cultural strength for the
region. Highlighting Burns life and work will enable Dumfries and Nithsdale to collaborate with
others across the South of Scotland, helping to make the area more visible for tourists.
Visitor segments
A Burns tourism offer can target visitor segments likely to increase income from tourism in
Dumfries and Nithsdale, through greater overnight stays and visitor spending.
Following the VisitScotland UK visitor profiles, the Engaged Sightseer represents a clear match
with a Burns tourist offer. This segment prioritises heritage and culture as motivators for a visit,
and also seeks a local, authentic experience. There is potential for promoting touring holidays in
the area, particularly by car, cycle or motorhome, which matches with this visitor segment. The
use of Burns heritage to provide an overarching narrative about Dumfries and Nithsdale could be
a crucial element in realising this potential.
A compelling offer could be developed in terms of cultural tourism, for the Food-Loving
Culturalists in VisitScotland’s profiles and the Culturally Curious segment identified by Failte
Ireland. Evidence shows that cultural tourists stay longer and spend more than general tourists. A
more effective use of Burns heritage to develop new products or experiences would be core to
attracting this audience to Dumfries and Nithsdale.
Marketing approaches
From the analysis of case studies and previous marketing projects there are some successful
approaches which could be used in Dumfries and Nithsdale:
5• Partnerships with other businesses are important, adding value to the visitors’ experience and
making the offer more distinctive.
• Free family activities are useful for attracting a local audience and cross-promoting other
events or attractions.
• An events programme is a good way of reaching different audiences, and Burns heritage
offers possibilities throughout the year. In January around Burns Night, in February with love
poetry for Valentine’s Day, and in October linking the poem Tam O’Shanter to Halloween.
• There are clear possibilities to collaborate with the food and drink sector, developing
partnerships or sponsorships, to develop the quality of the visitor experience.
Action Plan Framework - Building the foundations 2021 - 2024
Burns Tourism Partnership
Capacity
Knowledge
Building
Enhancing knowledge of Supporting Burns heritage
Burns heritage in Nithsdale attractions and local
businesses to develop
• Annual Burns Tourism partnerships
Conference
• Digital tool for Burns • Burns Tourism Officer
heritage (0.5FTE)
• Training, CPD & fam trips • Business Opportunity
Guide
• Innovation workshops
• Innovation grants
Creative
Opportunities
Preparing for opportunities by
developing strategic
partnerships
• Burns & Books - South of
Scotland tourist trail
• Year of Scotland’s Stories
• South of Scotland literary
links
• Local networks
• South of Scotland
Destination Alliance
• Burns events and
festivals
6Market analysis
Heritage and Cultural tourism in Scotland
Heritage and culture are seen as major drivers for Scottish tourism. In the national visitor survey
conducted by VisitScotland in 2016, 33% of respondents identified history and culture as a key
motivator to visit, second only to scenery and landscape. Together these are seen as being
Scotland’s key strengths for all types of visitors, regardless of where they have come from and
whether they are first time or repeat visitors. The national tourism strategy TS2020 identifies
heritage and culture as one of the five key assets for growth, and developing authentic
experiences.
For Dumfries & Galloway, the 2016 VisitScotland survey showed 35% of visitors identifying history
and culture as a key motivator to visit. Scenery and landscape were the most significant factor,
cited by 63% of respondents, along with 43% who mentioned ‘getting away from it all’ as a main
attraction for visiting the area.
Heritage and culture are recognised as broad themes, and VisitBritain has sought to refine this
category into three ‘pillars’. These are built heritage (castles, stately homes etc.), cultural heritage
(museums, gardens, literature), and contemporary culture (music, visual arts, film, design etc.).
The life and work of Robert Burns can encompass all three of these ‘pillars’, capable of bringing
together the different facets of heritage and culture under one narrative, and potentially attracting
a wide audience cutting across different visitor segments.
Across the South of
Scotland region, literature
is a strong cultural tourism
theme. As well as the
Wigtown and Borders Book
Festivals, there is Moat
Brae House with its
connections to JM Barrie,
Sir Walter Scott’s home at
Abbotsford and the John
Buchan Museum at
Peebles.
Opposite: Literary attractions in
the South of Scotland region.
Tourism in Dumfries & Galloway
The VisitScotland report for the region published in early 20191 shows that the volume of tourism
was increasing. The period 2016-18 marked a 24% increase in the total number of trips and an
18% growth in net tourism spend, due to a significant rise in day trips to the region (a 29%
increase over the period).
In terms of overnight visitors, 95% were UK residents, the highest proportion of domestic tourists
from across all of Scotland’s regions, with the majority coming from England and Wales.
International visitors made up 5% of the visitors, but account for 15% of the tourism spend.
For international tourists, the data indicates that most are holiday makers, staying for more than a
week and visiting in the summertime. The majority of overseas visitors were from Europe, but a
1 Dumfries & Galloway Factsheet 2018, VisitScotland, December 2019
7comparison of 2015/17 average figures with those from 2016/18 shows a large increase in tourists
from North America. The International Passenger Survey for 2016 indicates that the USA,
Germany and Netherlands were the main markets for Dumfries & Galloway.
Domestic visitors stay for less time, typically 1-3 nights, and their visits are more spread through
the year (Jan - Mar 14%, Apr - Jun 25%, Jul - Sep 35%, Oct - Dec 26%).
Some activities saw a significant increase over the period of the VisitScotland report, probably
driven in part by the rise in day trips. For example, sightseeing on foot increased 87%, bird
watching by 51% and visiting a castle/other historic site by 65%.
The vast majority of tourists to Dumfries and Galloway are using their car, accounting for 468,000
overnight stays according to the Great Britain Tourism Survey in 2016. It is interesting to note that
motorhomes or camper vans accounted for 27,000 overnight stays, a relatively high figure for
Scotland’s regions, only outdone by the Highlands.
In terms of accommodation, most visitors are either coming from their own home or staying with
friends or relatives, as could be expected from the high proportion of day-trippers. Self-catering
though is clearly very important in the region, accounting for 955,000 overnight stays, a figure only
exceeded by the Highlands. Camping and caravanning are also important with 224,000 overnight
stays, with hotels accounting for 166,000 stays and B&Bs at 48,000.
VisitScotland’s UK visitor segmentation
In 2014 VisitScotland developed a series of UK visitor segmentation profiles. Five main visitor
segments were identified, and as mentioned above, landscape/scenery and heritage/culture are
important motivators for making a visit across all these segments.
• Adventure Seekers - like to participate in a range of activities, sports, outdoor adventures,
such as walking, hill climbing and cycling. Cultural activities will play a part and natural
heritage is a crucial factor in deciding where to visit. Affluent, typically under 35, likely to have
children, 23% live across North of England, early adopters of technology.
• Natural Advocates - feel Scotland is the best part of the UK for a holiday, enjoy getting away
to rural and remote locations, rejecting crowds and hustle and bustle. Favour gentle outdoor
activities, scenery and landscapes, walking, sightseeing and visiting heritage sites. Mid-level
affluence, typically 35 - 54, more likely to have children or grandchildren, 21% live in Central
Scotland, 29% across North of England, average use of internet/social media.
• Curious Travellers - enjoy travelling as a hobby, exploring the history and culture of
destinations; enjoying scenery and landscapes; getting off the beaten track and trying new
things all appeals to their natural curiosity. Affluent, a spread of ages but concentration on
middle - upper age bands, typically adult only household, 23% live across North of England,
above average internet/social media use.
• Engaged Sightseers - historical places are of great interest as well as scenery, nature and
wildlife. Short walks will appeal and they will enjoy exploring beyond the whistle stop tourist
route to seek out an authentic experience, for example engaging with the local culture and
participating, rather than just observing. Mid-level affluence, typically over 45, more likely to
be adult only household, 26% live across North of England, below average internet use and
social media engagement only with family members.
• Food-loving Culturalists - although looking for high quality food and drink experiences, the
driving force behind choosing a destination will be cultural activities, visiting castles/historic
properties, short walks, visiting museums and galleries, sightseeing and parks and gardens.
Special exhibitions, events or openings may also appeal. Most affluent segment, typically 25 -
54, more likely to be adult only household, 21% live across the North of England, heavy
internet and social media use.
8Visitor segments across the South of Scotland
In 2019 TEAM consultants undertook a tourism market assessment for the South of Scotland2 . As
part of this study, the current and potential visitor segments were analysed using the VisitScotland
profiles mentioned above.
Their report notes that the region has assets that would help support marketing to all the five
visitor segments. The issue it highlights is that these are mainly listed as individual attractions and
experiences, making the offering appear limited and lacking in “a destination level sense of critical
mass”. The South of Scotland has strengths in terms of natural, cultural and built heritage assets,
“but there is a lack of packing or bundling these together as products for the target markets and
promoting these as unique and authentic experiences”.
The report notes a focus on three segments as the primary market, and the assets/experiences
matching each:
Visitor segment Current asset/experience
Adventure Seekers Mountain biking centres, long distance cycling and walking
Engaged Sightseers Arts, built heritage, literature, scenery, sightseeing by car, gentle walks
Natural Advocates Natural heritage - upland and coastal scenery, forests and wetlands
The report’s authors note that with the development of food and drink networks and strategies,
the Food-loving Culturalists segment should be seen as a realistic medium to long term prospect.
The most important factor for this segment is culture, with a distinctive accommodation and a
food and drink offer to support the visit.
For Curious Travellers investment in new products and experiences is seen as crucial, such as
themed routes linked to unique and quirky accommodation and the creation of visitor experience
development plans for priority destinations.
The Literary Tourist
Most studies define the literary tourist as either a ‘pilgrim’, a visitor making a special trip to view
places associated with an author, or those with a passing interest, for whom it is an aspect of their
holiday that they discover once they arrive. In most cases, literary tourism is place-based, with
visitors specifically interested in how locales have influenced writing, or how writing has imagined
or created a setting.
Literary tourism is commonly seen by tourist and destination management organisations as a
growing market, in some cases moving from a niche to mass tourism. Authors with established
international recognition are major drivers for tourism in the UK. Shakespeare’s Birthplace in
Stratford-upon-Avon is a corner stone of the UK’s appeal for visitors, and more recently
Edinburgh has seen a huge increase in Harry Potter themed tours and gift shops.
VisitEngland research published in 2017 for World Book Day showed that 1 in 4 had visited a
literary location and read literature related to the place they were visiting.
It is worth noting that the World Tourist Organisation reports that cultural tourism represents
between 35-40% of all tourism worldwide, and that it is growing at 15% per annum - three times
the rate of growth of general tourism. Their research also shows that cultural tourists are more
likely to stay longer in a destination, taking advantage of other activities and spending more in the
local economy. These findings seem to be borne out by a recent economic impact study of the
2South of Scotland Tourism Experience, Market Assessment, TEAM Tourism Consulting, April
2019
9Wigtown Book Festival3 . the Study found that around 40% of visitors stayed overnight, for an
average of 3-4 nights. The average daily spend of visitors from the rest of the UK was £133.73
and from overseas tourists £162.89, compared to the general figure for Dumfries & Galloway of
£43.
Specific visitor profiles for literary tourism are hard to come by. In general most studies describe
book lovers as affluent, seeking personal and authentic experiences, passionate and well-
educated and frequent travellers. A relevant example is the Yeats 2015 festival. In addition to
educational and specialist interest groups, the festival marketing targeted two visitor segments, as
defined by Failte Ireland:
• Culturally Curious - an older audience wishing to explore new places, who seek out authentic
cultural experiences as the main driver for a visit. This group is seen as being of one of the
most important for Irish tourism, with literature identified as a key asset.
• Social Energisers - a younger audience looking for an exciting time in a vibrant destination.
Involved as a fringe crowd/early adopters, lending a contemporary cache to the year and
creating an appetite for association.
The Culturally Curious segment is seen as being the core visitor for literary tourism, and is further
defined as:
• Visitors who choose their holiday destinations carefully and are independent 'active
sightseers' looking to visit new places, and expand their experience by exploring landscapes,
history and culture.
• Unlikely to return for some time once they have visited a new place, and often travel in a
couple or as individuals and rarely in a family group. The age group for this segment is 40 plus
years. Failte Ireland estimate the size of the UK market at 4.7 million.
• Dislike seeing things seen before, package trips, ‘laid-on’ activities and ‘being told what to do’
• Expect something out of the ordinary, superior service, a human guide offering real insights
into local history, environmentally friendly features.
Wellness Tourism
In January 2019 VisitScotland published its latest insights research into tourism trends, which
highlighted the growth in ‘wellness’ tourism. This stems from an increasing desire from tourists to
escape, recharge and experience new things. Having an authentic, place-based wellness tourism
product is increasingly seen as important.
VisitScotland highlight this trend as a key opportunity for Scotland, drawing on assets such as
landscape and open space, natural and built heritage, culture and local produce. The South of
Scotland is well-positioned to benefit from this trend.
The TEAM consultants report recommends a market positioning based on three overarching
themes:
• Cycling - including a range of abilities, from endurance riding to using e-bikes, building on
assets such as the 7stanes mountain bike trails.
• Touring - by car, walking, motorhome, caravanning and camping, building on the built and
natural heritage assets of the region, its festivals and food producers, and a good network of
quiet roads.
• Time with family - people seeking quality time with extended families, couples or groups of
friends on short breaks or learning new skills together.
3Economic Impact Evaluation of the 2019 Wigtown Book Festival, Bellerby Economics, November
2019
10The opportunity in terms of touring by car and motorhome is borne out by the existing tourism
surveys highlighted above. It is also interesting to note that the Dumfries VIC has reported a
significant increase in interest in summer 2020 from visitors looking for camping and caravanning
sites, and from motorhome associations.
For this last market, facilities such as electricity and waste disposal are important, and
VisitScotland staff have recently produced a spreadsheet listing motorhome stopover locations in
Dumfries and Galloway in response to requests. Some of these are close to Burns venues, such
as Glencaple Quay and Ae Forest.
Travel Trade
The travel trade is commonly defined as either coach tours, usually with upwards of 30
passengers, or the fully independent traveller (FIT) who has booked through a tour operator but
travels independently, for example by rental car.
All available data suggests that there are low penetration levels from the travel trade into the
South of Scotland. The Gretna Green Blacksmith’s Shop is a well-established coach stop, with
supporting facilities and a club membership scheme for drivers and guides. Moffat also has a
reputation as a stop off for coaches, offering facilities for passengers close to the M74 route. In
general coach tours stay for one night, before heading north to the Highlands or a return south of
the border.
The Portpatrick Hotel, owned by the Shearing’s group, is a hub for coach tours. Typically these
are 2 nights stays, and include tours along the coats to Ayr or Stranraer. Interestingly, these do
highlight the trip to Ayrshire as a tour in ‘Burns country’ (https://www.shearings.com/holidays/
portpatrick-weekend).
FIT’s represent a much better opportunity for the South of Scotland. The broad range of small-
medium hotels, B&Bs, variety of activities on offer and the network of roads, present many
opportunities to develop tailored itineraries suitable for this market. Proximity to international
airports and ferry terminals is another key factor.
Tourism trends during the Covid-19 pandemic
The current Covid-19 pandemic has had a major impact on tourism across Scotland. The vast
majority of tourism businesses in Dumfries & Galloway have been closed or able to open only on a
temporary basis.
It is an ever changing and evolving picture, and predicting future consumer demand is difficult at
this stage. However, looking across market surveys and activity through the summer and autumn
of 2020, it is possible to outline some general short-term trends:
• In June VisitBritain visitor surveys showed a significant rise in consumer confidence to travel
within the UK.
• Scotland was the second most likely destination for short breaks or holidays.
• Countryside/village and rural coastline were the most popular destinations, with outdoor
areas, attractions and activities being preferred.
This desire for outdoor activities and rural destinations fits well with the existing tourism offer in
Dumfries & Galloway. Nithsdale’s Burns heritage has a key part to play in marketing the area to
match this trend:
• Burns heritage can play a significant part in helping to highlight the areas landscape and
scenery, using his poetry and storytelling around his role as a farmer and excise officer.
• Small scale VIP packages developed for Burns visitor attractions, offering exclusive access to
historic interiors.
11The tourism value of Burns
National platforms
Robert Burns is one of Scotland’s most famous figures, with a reputation as the nation’s poet and
international recognition of his work. As such he plays a prominent part in national promotional
campaigns, particularly the Homecoming years of 2009 and 2014. VisitScotland promote Burns
(https://www.visitscotland.com/about/famous-scots/robert-burns/) and Burns Suppers (https://
www.visitscotland.com/about/famous-scots/robert-burns/burns-night/) frequently in their
marketing, with dedicated pages and resources on their consumer facing website.
Burns’ work and image are currently used to market a variety of products, looking to promote a
sense of Scottish authenticity. The 2019 report Robert Burns and the Scottish Economy4
estimated that Burns related produce and retail is worth £20m per year. A good local example is
the ‘Man of Words’ whisky produced by the Annandale Distillery.
The Year of Scotland’s Stories in 2022 represents a real opportunity to promote Burns nationally
and internationally. Scotland’s Stories will showcase the country’s rich literature, film, oral
traditions and myths and legends. Previous themed years have been accompanied by national
and international campaigns and a grants programme for related events.
There is also a well established market of Burns enthusiasts in Scotland, with clubs dedicated to
the poet’s memory throughout the country. The Robert Burns and the Scottish Economy report
found that the average Burns enthusiast is male, over 55 years old, highly educated and
financially well off. The report noted the links between this demographic and high-end cultural
tourism spend.
Burns tourism in Dumfries
The Robert Burns and the Scottish Economy report estimated a value of £21m for Burns related
tourism in Dumfries and Galloway, with just over 50,000 visits to the main Burns attractions in
2018. In Ayrshire the value is estimated at £121m, which relates mostly to the Robert Burns
Birthplace Museum, which attracted 266,000 visitors in 2018. Of these 56% were tourists on
overnight stays, and 44% day-trippers. Previous surveys in South Ayrshire have shown 43% of
respondents mentioning Burns as a reason to visit the area.
Above: The economic value of Burns tourism, source Robert Burns and the Scottish economy, Professor Murray
Pittock, October 2019
4 Robert Burns and the Scottish economy, Professor Murray Pittock, October 2019
12It is important to note that Burns heritage in Dumfries and Nithsdale is of a very different nature to
Ayrshire, with a series of historic houses as visitor attractions and many businesses or locations
able to claim a strong connection to his life and work in the area. There are many stakeholders,
and it will be crucial for them to work collaboratively to realise their economic potential in terms of
tourism.
Visitor surveys taken at Dumfries museums can begin to form a profile for the Burns visitor in the
area. A survey at the Robert Burns House Museum conducted in 2008-9 showed that 58% of
visitors had a general interest, 33% visited because of a specific interest in Burns.
Origin of visitors to Robert Burns Age of visitors to Robert Burns
House Museum House Museum
14% 15% 8% 3%
31%
15%
33%
56% 26%
In Dumfries Elsewhere in D&G Under 12 yrs 12 - 16 yrs 17 - 35 yrs
Elsewhere in the UK Overseas 36 - 59 yrs Over 60 yrs
As shown in the charts above, the majority of visitors were from outside the region, predominantly
from elsewhere in the UK, and aged over 36 years.
Other surveys for the Robert Burns Centre from 2013 reported similar figures, with 59% of visitors
with a general interest, 22% specific interest in Burns. Again, 55% of respondents were from
elsewhere in the UK, with 5% from overseas. The latest survey available was conducted between
February - April 2019, which showed 12% were from Dumfries & Galloway, 30% from elsewhere
in Scotland, 51% elsewhere in UK and 5% from overseas. In terms of age 13% were 26-40 yrs,
31% were 41-59 yrs, 29% were 60+ yrs.
This general profile matches with the Engaged Sightseers, Food-loving Culturalist and Culturally
Curious visitor segments noted above.
Consultation with local stakeholders
In the course of research for this study a series of local stakeholders were consulted (see
Appendix A), as a way of gauging perceptions of the current and potential value of Burns tourism
to the area.
All those consulted perceived a real potential for Burns related tourism, but there was also
agreement that there is a need for this to be packaged as a visitor experience. An emotional
rather than a factual journey.
Existing visitor markets
Consultees agreed that Burns is currently a major draw for visitors to the area, and most recalled
encounters with international visitors. People from the USA, Canada, Nordic countries, Russia and
Japan were mentioned most frequently. The perception is that these are people on a ‘Burns
pilgrimage’ with specialist knowledge, or those drawn by ancestral links, and usually older people
aged over 50. Tourists with an interest in Burns are perceived to be a smaller proportion of visitors
to the Visitor Information Centre, with the majority having more general interests.
Some of those consulted were cautious about the level of awareness of Burns for international
visitors, feeling that it can be easily overstated. As some pointed out, visitors from overseas may
be remembered more because they are unusual. For those offering Burns themed products such
13as guided tours, there is a consensus that the overwhelming majority of interested visitors are
from English-speaking countries with a Scottish diaspora, the USA in particular, and often with
ancestral tourism as their primary reason for visiting.
Partnerships
There are some existing informal connections between the key Burns venues and others. For
example Galloway Cycling Tours include the Globe in their Burns trail itinerary, and the
development of the new displays at the Robert Burns Centre involved input from Ellisland Farm
and the Theatre Royal. Surveys from the Robert Burns Centre and Burns House Museum show a
significant proportion of visitors following recommendations made by Visitor Information Centre
staff, who also distribute the Dumfries Burns trail widely to most of their customers.
Although the Burns connections to Dumfries are widely known, his links to places outside the
town are less well known or publicised. Others questioned whether previous marketing
approaches had come from the right place, emphasising expert input rather than being customer
focused. Some saw the need to avoid a simple check list of attractions, often leading to visitors
spending little time in a location, but rather presenting themed activities such as walking routes
which encourage people stay longer.
A view quite frequently expressed was that Burns’ life and works have been tightly guarded by an
older generation, making innovation and new approaches more difficult.
Opportunities
It was felt that Dumfries and Nithsdale have an authentic offer, with places where Burns lived and
worked still largely intact and preserving something of their original character. Given the
increasing reports of areas in the Highlands being overcrowded with visitors, it was felt there is a
real opportunity to present Dumfries and Galloway as ‘quiet Scotland’. A place with good quality
accommodation but at cheaper price than in tourism hotspots, and a place offering ‘head space’.
Many of those consulted saw the potential for a Burns tourist offer to link with nearby attractions.
Among those specifically mentioned were Drumlanrig Castle, Crawick Multiverse, Laggan Activity
Centre, Kirkcudbright artist town, and Wigtown, Scotland’s national book town.
Stakeholder workshops
In addition to individual interviews, two stakeholder workshops were held in November and
December 2020. Participants included representatives from the the main Burns attractions, the
Burns House Museum, Ellisland Farm, and the Globe Inn, along with arts organisation The Stove,
the Dumfries Partnership Action Group, the Wigtown Book Festival, Scottish Tourist Guides
Association, Galloway Cycle Tours, the Big Burns Supper, Upper Nithsdale Tourism Partnership,
the Selkirk Arms, VisitScotland and South of Scotland Enterprise. The key findings of target
markets and case studies were presented, and the results discussed by the participants.
There was general agreement that there is great potential for Burns tourism in Nithsdale, with the
key issue being how it can be realised. Some suggested that this is primarily a marketing
question, with an approach needed to branding or packaging the Burns heritage offer.
In terms of potential markets, camping and caravanning was noted as a increasing market for the
region, with a peak in interest over the summer of 2020. The growth in visitors with motorhomes
was discussed, with the caution that this segment may not bring the same level of increase in
value as overnight stays in hotels, self-catering accommodation or B&Bs. In terms of the travel
trade, FIT travellers were seen as being a realistic target market. Some also saw great potential in
international markets, particularly in terms of study tours from the US.
The need for a broker to connect attractions and businesses together was noted, as a way of
forming the necessary partnerships. The potential role of South of Scotland Enterprise in helping
to foster an umbrella partnership was noted, particularly as many networks in the area are
voluntary organisations. There was also seen to be a requirement to identify the top five themes
for Burns in Nithsdale, to clearly and succinctly state his significance as a way of increasing
awareness and understanding among local businesses. Links with universities were also seen as
important, in sharing knowledge about Burns heritage and the latest academic research. The
14Dumfries Visitor Information Centre was suggested as a good locus, with the windows used for
displaying information and interpretation to help orientate visitors.
The need for product development was stressed, with the aim of offering new bookable
experiences for overnight visitors. It was felt by several participants that Burns songs are an
untapped resource in tourism terms. Strengthening connections across the South of Scotland
was seen as important, and it was suggested that Burns and Sir Walter Scott were effectively the
inventors of the romantic vision of the Scottish Borders. Specific ideas included boat trips up the
river Nith, cycling holidays including a performance at Ellisland Farm and horse riding trips taking
inspiration from Burns time as an excise officer.
Survey of members of the Scottish Tourist Guide Association
To provide further insights an online survey was conducted among members of the Scottish
Tourist Guides Association (STGA). The survey was promoted to all members via the STGA
Facebook page, but the majority of the guides are based in Glasgow or Edinburgh.
All the respondents were aware of Burns connections to Dumfries. Some noted that the Glasgow
and West branch held a familiarisation visit a few years ago to all the Burns venues in south west
Scotland, and others mentioned that the poet’s life and works were covered on a field trip as part
of an STGA training course.
Some 33% said they have never taken groups to Dumfries and Galloway, 48% said only rarely,
and 18% sometimes. Most note that the region is not often included on group itineraries, and that
visitors tend to have fixed views, the German market in particular wanting to see the Highlands
and Edinburgh as a preference. Some reported taking groups interested in gardens to Dumfries &
Galloway, particularly to Threave. These results match with the comments on the travel trade
made in the section above.
A total of 47% felt that visitors were somewhat aware of Burns, 15% very aware, and 9%
extremely aware. Overall then, around 70% of the STGA members felt that visitors had reasonable
How aware are visitors of Robert Burns
and his work?
9% 3%
15% 26%
47%
Not aware Not so aware Somewhat aware
Very aware Extremely aware
awareness of Burns, with only 3% feeling that visitors are not aware at all. It was noted that much
depends on the visitors background, with those from the USA being very interested, German and
Russian tourists also aware of his works.
In terms of who might be interested in a Burns tourist offer, suggestions focused on the Scottish
diaspora, particularly from the USA, those on repeat visits, people with a specific interest in
Scottish culture, or where it could be added as a part of package including activities such as golf
or nature.
15Conclusion
Visitor segments
There is clear scope for a Burns tourism offer to target visitor segments that will increase the value
of tourism to Dumfries and Nithsdale, with increased overnight stays and visitor spend. The
established link between cultural tourism and higher visitor spend shows the potential benefits of
developing products and experiences to attract this market.
Following VisitScotland's UK visitor segmentation, the Engaged Sightseer is a certainly a market
for a Burns themed tourist offer. This segment has already been highlighted as one of the primary
markets for the South of Scotland, and the potential for promoting touring in the region also fits
well with this visitor segment, whether by car, cycling or walking.
The Food-loving Culturalist segment is a good match for a Burns themed tourist offer. Not only
does this visitor profile prioritise cultural experiences as the primary motivator to visit, but Burns
heritage is an easy fit with the food and drink sector, through his experiences as a farmer and
Burns Night celebrations.
Literary tourism is seen by many as a growing market, and the Failte Ireland visitor profile of the
Culturally Curious offers some pointers to the key motivators for this group. The importance of
Burns life in Dumfries and Nithsdale to his work is a unique selling point for this audience, offering
a chance to experience the link between the poet and the setting for so much of his writing.
Visitor segment Motivators for a visit Product/experience development
Engaged Built heritage, scenery, sightseeing by car, gentle • Trails/itineraries
Sightseers walks, local authentic experiences, chance to • Participatory experiences
participate
Food-loving Contemporary arts, literature, built & natural • Trails/itineraries
Culturalist heritage, museums, high-quality food and dining • Special exhibitions and events
experiences • Local/unique food and dining
Culturally Authentic cultural experiences - heritage, arts, • Self-guided trails
Curious literature, food & drink • Unique experiences -
appealing to a sense of
pilgrimage
• Superior service
• Local guides/interpreters
Given the importance of heritage and culture across all the VisitScotland visitor segments, there is
also scope to develop products and experiences for the other primary markets identified for the
South of Scotland. The nature of these will be different than for the segments highlighted above,
perhaps as a high level theme rather than a real focus with detailed content, but nonetheless
Burns heritage has a role to play in promoting any visit to the region.
The travel trade appears to be less of an immediate priority. This market is not currently a strength
of the region, and coach tours have been particularly badly affected by the Covid-19 pandemic.
However FIT’s present a real opportunity, and a Burns themed tour could be a motivator for
visitors, drawing on some key strengths of the region.
In terms of overseas visitors, Burns importance as a draw for tourists to Dumfries is difficult to
quantify, but there is certainly an interested audience. There is a widely held perception that the
strongest potential market is from the USA, Canada and Australia, as part of visit focused on
tracing ancestral connections.
The tourism value of Burns
Robert Burns is a figure with international recognition, and widely promoted as one of the nation’s
cultural figureheads. Any Burns tourist offer in Dumfries and Nithsdale would be able to tap into
national promotional campaigns, either through VisitScotland’s annual focus on Burns Night or the
16Scottish Government’s Scotland is Now initiative. The Year of Scotland’s Stories will bring further
opportunities. The national and international network of Burns clubs is also a ready market, which
could be attracted by a distinctive offer based on his life and work in Nithsdale.
A focus on Burns heritage also enables cultural connections across built heritage, museum
collections, literature, music, language and folklore. This flexibility means that it can be used to
relate to a wide variety of audiences, for those interested in contemporary culture as well as a
niche heritage interest. A Burns themed tourist offer can be approached in a variety of ways, to
appeal to different visitor segments. However for this to happen, a more open and flexible
approach needs to be taken, a licence to step away from the sense of in-grained traditions and
ways of celebrating.
The shared character of Burns heritage in the area is important to note. If this heritage is to be
used more effectively to increase the value of tourism it is essential for the different stakeholders
to work together, creating a joined-up visitor experience which is every bit as visible as the Robert
Burns Birthplace Museum.
Burns connections to the area are currently a significant draw for tourists, bringing visitors from
across the UK but also from overseas. A common approach is to include Burns as part of a wider
heritage or cultural visit, alongside those with a specialist interest. For all audiences, Burns
heritage offers an authentic and unique experience for visitors, something to explore in depth, or
as a way of understanding and discovering the essential character of Nithsdale.
17Case Studies
Robert Burns Birthplace Museum
In 2010 the National Trust for Scotland (NTS) re-opened the Robert Burns Birthplace Museum
following an extensive redevelopment project.
A visitor experience strategy was developed, matching the needs of visitor segments. The key
markets identified were tourists, both day-trippers from the central belt and holiday makers,
families and school groups. A crucial part of this was the travel trade, which now forms a
significant proportion of visitors to the centre.
Permanent exhibition
To make his life and work accessible and relevant, the overall approach taken was to focus on
Burns’ life experiences, as a son, brother, father and husband. The Burns cottage for example
offered a way of highlighting his childhood experiences, important for a family audience. The main
exhibition is organised into three main themes, identity, inspiration and legacy.
The use of the Scots language in text throughout the exhibition was a carefully taken decision.
Consultations revealed that the vast majority of visitors found engaging with Scots fascinating,
something which which lent a distinctive sense of place and authenticity to their experience.
The experience of staff at the museum is that it is necessary to promote a highly distinctive
proposition to visitors, who could come across Burns in many other ways. For the NTS, it is his
birthplace cottage, the museum collection and the setting for Tam O’ Shanter that provide the
unique experience to draw visitors. As part of the re-development, the new centre adopted the
strapline ‘Birthplace of a Genius’.
Marketing approaches
A key part of the marketing approach is a programme of regular events targeting the local
community, particularly families and young people.
Around Burns Night, there are a series of activities:
• Burns Gala Day family event, with craft activities at the museum and the birthplace cottage.
• A Burns Supper in the birthplace cottage run by volunteers for 33 people.
• Robert Burns Worldwide Federation conference.
• Ceilidh at the museum (Blazing Burns Night Spectacular January 2020).
In the rest of the year, Easter, May and October are the focus for most events. In 2019 these
included:
• Food & Folklore event in May and September, with a mini-market of local food & drink
producers.
• Alloween in October, a family event with craft activities, funfair games, and family trail.
Outside of these times of the year, there are other occasional events.
• VIP tours are organised on a regular basis with local hotels and the travel trade, keen to add
value to their existing visitor packages.
• In March 2020 a ‘Lassie’s Night’ event was held as a tie-in with local businesses, with a mini-
market showcasing perfume, gin, candles, clothing.
• In 2015 and 2016 the Burns cottage was used as an ale house for an evening event, as it was
for a period in the late eighteenth century.
• NTS volunteers organise a programme of weekly free talks on aspects of Burns life and works.
• The Robert Burns Birthplace Museum has also worked with South Ayrshire Council as part of
its Burns an’ a’ That Festival in January and Ayr’s TamFest in October.
The Robert Burns Birthplace Museum is an active partner in Destination Ayrshire, a collaborative
group of local accommodation providers and attractions, targeting the business tourism market.
18In addition to the VIP package mentioned above, regular activity includes social media
campaigns, whisky tastings and familiarisation visits for destination management companies and
front of house staff. There is also an annual tie-in with the Ayrshire B&B Association, with a
voucher scheme offering discounted entry, which has been proved to be most effective in
shoulder season months.
Red Red Rose Street
In 2017 and 2018 the Red Red Rose event was held in Edinburgh, in the week around Burns
Night. The focus of the event was a programme of Burns-related activities in Rose Street, a
pedestrianised lane in the city centre, and key part of the Georgian New Town. The overall aim
was to animate this part of the city at what is normally a quiet time of year.
The events programme was targeted at local residents and UK domestic tourists, supported
through the Scotland’s Winter Festivals fund, City of Edinburgh Council and Essential Edinburgh,
the local Business Improvement District. Activities included a Burns supper, family ceilidhs,
comedy nights, theatre, free workshops in dancing and poetry, and a programme of street
animations.
A key objective was to engage businesses in Rose Street, to include them in as part of the overall
visitor experience, and a budget was set aside purely for this purpose. The street has a wide
variety of pubs, cafes, restaurants and small shops, and so any offer had to be flexible and
applicable in many different circumstances.
There were a number of elements used to help include businesses in the event:
• Window decals with excerpts of Burns poetry and quotes.
• A free family trail based around the decals and other installations in the street.
• BYOB (Bring Your Own Burns), sheet for customers with quotes and excerpts of poetry, to
encourage them to recite Burns for their friends.
• A daily programme of themed buskers and street performers.
• Discount offers and other incentives as part of the family trail and other activities.
The free family trail was an important factor, especially in the first year, acting as a way of
including businesses and cross-promoting other parts of the programme. Audience incentives
such as discounts were also useful in helping to promote the event. The event producers found
that the link to Burns attracted the interest of businesses, along with the promotion at a usually
quiet time of year. Building these partnerships was time-consuming, but vital to the success of the
event.
This success led to the event attracting a major sponsor in 2019, Johnnie Walker whisky. The
connection with Burns Night was a crucial factor in their decision to support the event. As a
result, the programme has expanded with more activities and venues across the city centre.
The Globe Inn
The Globe Inn was one of Burns favourite haunts during his time in Dumfries, and was bought in
November 2018 by David Thompson and Teresa Church. The new owners brought a new vision
for the Inn, as a casual fine dining experience as well as a bar, bringing in a new team of chefs
and carrying out extensive refurbishments.
The Inn’s connections with Burns are a core part of its marketing, using the strapline ‘Burns
Favourite Howff’ and inviting visitors to discover his connections with the place. Key elements of
this approach are:
• Highlighting three Burns rooms with connections to the poet, the snug, a bed chamber and
kitchen. These have been refurbished as historical settings, using both original artefacts and
reproduction furniture.
• A collection of objects with links to Burns, including a bed, window panes etched by Burns
with lines of poetry, and personal items such as a razor and letters. This correspondence
19notes his fondness for the inn, describing it as his favourite howff. A key object is the chair
which Burns is said to have used, which has its own traditions.
• A bookable tour of the Burns rooms available five days a week in the morning and afternoon,
enabling visitors to visit the Burns rooms as an experience by themselves, and hear more
about the poet’s connections to the inn.
• Private dining is available in the snug using the table linked to Burns, enabling up to four
people to enjoy a special menu in the historic setting.
• On the Globe Inn’s website, a section outlines the story of Burns connections to the inn.
Including the grace he composed in honour of the Hyslop’s, the inn’s landlord and landlady,
and Burns affair with their niece Anna Park, immortalised in the poem The Golden Locks of
Anna.
• Connections with local Burnsians, who provide poetry readings and tours, and musicians.
• Social media posts highlighting local Burns stories and videos of performances of his poetry.
The connections with Burns are central to the visitor experience at the Giobe Inn, providing a
unique and authentic setting for dining, but also offering the opportunity to delve deeper. The
Burns rooms aim to be an immersive experience, with authentic objects and furniture and their
associated stories, offering a distinctive opportunity to discover the poet.
Burns Suppers
Burns Night and the tradition of the Burns Supper is a well-established part of the national
calendar, and as such is a key part of national marketing campaigns such as Scotland is Now
(https://www.scotland.org/events/burns-night), as well as promotion via VisitScotland.
Although there are traditions that form the heart of a Burns Supper, the event has been constantly
re-invented in a wide variety of ways, each looking to attract different audiences. Taking an
overview of Burns Night events over the past two years, it is possible to see some common
factors among those recommended by VisitScotland, destination marketing organisations and the
travel press.
Food quality: Many restaurants focus on the quality of the menu offered, emphasising local
produce and dishes inspired by traditional Scottish cooking. For example The Gannet in Glasgow
offers a six-course tasting menu, including risotto of Arbroath Smokie and Highland red deer loin.
In 2020 this restaurant partnered with Bruichladdich for the event, and tie-ins with whisky distillers
are a common feature of fine dining Burns Night events.
The Ubiquitous Chip restaurant in Glasgow has made its menu inspired by traditional Scottish
food a main selling point, which along with its historic setting makes Burns Night a natural fit with
its brand. It offers events for several days around 25th January, which regularly appear in travel
press recommendations.
Unique setting: Events which are held in unusual or distinctive settings are often highlighted. A
VIP Burns Supper is held annually by the National Trust for Scotland at the Burns Birthplace
Cottage, following in the tradition of the very first celebration in 1801. In 2020 the Royal Yacht
Britannia held a traditional Burns Supper, offering guests a five course formal dinner in the State
Dining Room. Similarly, Glamis Castle offered a formal three-course dinner in its Strathmore
Dining Room.
In 2020 the Prestonfield Hotel in Edinburgh used a digital projection of the famous Nasmyth
portrait of Burns on its main facade, creating an impressive setting for the arrival of guests and
eye-catching marketing collateral which has been used by VisitScotland on its website and social
media (https://www.flickr.com/photos/visitscotland/16344648051).
Contemporary entertainment: Some events highlight a range of entertainment, emphasising the
more casual approach to their celebrations. The ‘Not-So-Traditional Burns Supper’ has become a
key part of the Burns & Beyond Festival in Edinburgh, featuring comedians and music. With
sponsorship from Johnnie Walker, a whisky cocktail was offered on arrival for all the guests.
20Since 2018 the Wedgewood fine dining restaurant in Edinburgh has offered a Burns Night
package with the visitor attraction Real Mary King’s Close. The experience includes a three-
course dinner at the restaurant with poetry readings, followed by a guided tour of Real Mary
King’s Close, with a whisky toast to conclude the evening.
Family audience: An increasing number of venues offer a Burns-themed event for families. Oran
Mor in Glasgow have held a ‘Burns for Bairns’ event for the past two years, featuring poetry
recitals by local primary and high school pupils. The Scottish Storytelling Centre in Edinburgh has
included family events as part of its Burns Night programme for many years, with storytelling,
craft activities and a ceilidh especially designed for children.
James Joyce Centre
The James Joyce Centre in Dublin was established in 1996, to celebrate and promote the life and
works of the famous author. Since that time, his life and work are increasingly seen as being a
way of exploring and understanding the city for the general tourist, as well as those with a
specialist interest.
Walking Tours
As well as permanent and temporary exhibitions at the centre, a programme of regular walking
tours is organised throughout the year. The walking tours last around 90 minutes, bookable in
advance as well as at the centre.
In addition to general walking tours, the centre offer bespoke packages as private tours and for
specialist interest groups such as students. Private tour options include Joyce and the Irish
Literary Revival, Ulysses in Sandymount and the Joycean Pub Crawl, all of which last around 2
hours and are bookable for a group of up to 10 people.
No formal evaluation is available, but on TripAdvisor the tours are well received by visitors, and
regularly recommended as a part of any visit to Dublin. The success of the tours programme has
spawned several other Joyce themed walking tours in the city, guide books and a self-guided
audio tour (http://wonderlandtheatre.com/wp/?p=29).
Bloomsday Festival
The James Joyce Centre are the event producers for Bloomsday, the celebration on 16 June of
the day depicted in Joyce’s novel Ulysses. Since 1982, the centenary of his birth, there have been
organised public celebrations in Dublin which have grown in popularity. Today the event is
supported by Failte Ireland, Dublin City Council, Dublin UNESCO City of Literature and the Irish
Government, and it is used as key part of the tourist marketing of the city. Failte Ireland grants
€20,000 to the Bloomsday festival, which it estimates attracts 15,000 overseas visitors annually.
The annual six day programme includes exhibitions, theatre, cabaret, lectures, street
performances, a costumed bike rally, tours, live readings and re-enactments throughout the city
(http://www.bloomsdayfestival.ie/). Celebrations often include enthusiasts dressing in period
costume, and a hallmark is the straw boater hat. This aspect makes the event very accessible, not
only providing a colourful spectacle very suitable for social media, but also allowing visitors an
easy and fun way of participating themselves.
The cornerstones of the event are the Bloomsday breakfast held at the James Joyce Centre, and
live readings of excerpts from Ulysses held in places that feature in the book. For recent
celebrations, promotional materials such as a Joyce trail map and family activity packs have been
produced to help broaden the audience for the event. VisitDublin’s promotion of the event draws
links with vintage shops, markets and boutiques (https://www.visitdublin.com/bloomsday-style),
as well as other local businesses with a connection to Joyce’s work. Another tie-in has been the
Ulysses Express, a train which takes visitors from Dublin to Sandycove, a location which features
in the novel.
Abbotsford
In recent years the Abbotsford Trust has embarked on a major investment programme to re-
develop the home of the novelist Sir Walter Scott.
21You can also read
