Renfrewshire Visitor Plan 2018-2021 - Paisley.is
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Renfrewshire Visitor Plan 2018–2021
Vision
Renfrewshire is the destination for
authentic experiences and unexplored gems.
A place of rich built, cultural, and natural World-class culture and architecture,
heritage and great outdoors—a blend wilderness and wilds and great events that
of historic towns, pretty villages and people come out for—ten minutes from
beautiful countryside. We are home to our International Airport and our sister
historic Paisley—Scotland’s largest town, city Glasgow.
the place that made the iconic world-
We will attract more visitors to
renowned Paisley Pattern… and built
experience a great day out in
the second largest concentration of listed
Renfrewshire. We will create the very
buildings in Scotland. A place of makers,
best visitor offer and experience that
radicals, secrets and fascinating stories as
exceeds expectations, and will support
yet untold, and we can’t wait to share it
a network of local place ambassadors
with you.
who will welcome EVERYONE.
2 3
Paisley and Renfrewshire context
We are at a pivotal moment for unique opportunity to promote our place exemplified by a 24% growth in visitor We have other great assets—our people,
Paisley and Renfrewshire, a time to national and international visitors on a numbers to Renfrewshire in 2016 against a network of towns and villages that
of true partnership when we have scale not previously imagined. The impact the previous year, out-performing the rest offer unique heritage and food and
the opportunity to transform place of this is being felt throughout the region. of the wider Glasgow and Clyde Valley drink experiences as well as access to
region, high visitor satisfaction rates for our countryside. We have first class
perceptions on a national and Significant investment is being made in
our events and the recent award of Purple connectivity—an international airport,
international stage and grow our Renfrewshire through a multi-million-
Flag Status in Paisley. Scotland’s fourth busiest railway station
economy. pound infrastructure investment via
which links to the mainline UK network
Glasgow City Region City Deal, a new Scotland’s Heritage Tourism 2020 strategy
There is also recognition that a thriving and cruise terminals—and fantastic
destination brand strategy and £113m estimates heritage tourism was worth
tourism industry built around culture and cultural and historic venues including
of investment in Paisley Town Centre. £1.34 billion in 2013 and has set a target
the arts and sport can generate important the 12th century Paisley Abbey. Our
Renfrewshire is working hard to enhance to grow that to £1.7—£1.95 billion by
social benefits—increased civic pride, visitor offer is compelling: villages and
our visitor offer and ensure we feature 2020. This includes Contemporary Culture,
sense of belonging, wellness and self- neighbourhoods providing new and niche
on the ‘must-see’ locations list of Historic Environment and Built Heritage,
belief, for local people and our visitors. experiences; rich cultural heritage drawing
domestic and international tourists. Our and Cultural Heritage.
out a genuine reflection of Paisley and
Paisley’s bid for UK City of Culture 2021 tourism sector has risen to the challenge;
For Renfrewshire, this is great news. Scotland, and numerous outdoor and
was an important accelerant to achieve collaborating to provide an excellent and
Paisley has long been a cultural pioneer leisure activities.
our visitor and tourism targets and to authentic experience for visitors—
and our cultural icons are powerful hooks
our place transformation. It provided a for first-time visitors and an important
part of the region’s untold story.
4 5
Snapshot to 2021: The Plan Strategic portfolios
Target by 2020 Destination marketing
Leadership and skills
Events and festivals
Product development
Business tourism
Destination development
Data and insights
£
An extra 590,000 day visits to Grow the value of
Renfrewshire by 2020 spend from £72.5m Enablers
to £103.6m (+£31m)
Current visitors Target markets
Propensity to visit Digital first Data and insight Partnership Expertise
Day visitors: 93% Home turf one Harness • Using data and Delivering visitor • Dedicated
opportunities insight driven infrastructure destination
2.6 million day visitors within a 60-minute
by constantly process to profile through strong marketing and
drive time. 4.2m visitors within a two-hour
evolving Renfrewshire partnership with management
Overnight: 7% drive time.
technology— visitors and national agencies, team
Six key audiences: widening access audiences our neighbours, the
• Destination
and reinterpreting private sector and
• cultural explorers • family favourites • Develop new and marketing
the visitor product communities
Scotland: 90% exciting content network
• good night out • it’s all outdoors
• Audience and • Specialist
• history and heritage • leisure seekers
campaign support
development
Rest of UK: 3 %
Home turf two • Monitor trends
and behaviours
• 2 million visitors to Glasgow including
660,000 international visitors per year
International: 7% through Glasgow Gateway partnership. Priority actions
(taken from sector consultation) Monitoring action plan progress
Growth markets • Near neighbours: • Establish tourism business network
Our visitor profile – NE and NW • Annual report
• Homecoming: • Improve attractiveness of entry points Leadership Board,
England and
• Constantly connected – family and Northern Renfrewshire Council
• Develop product and improve visitor
• Influenced by peer recommendation friends Ireland experience • Quarterly report
• Engage on channels they – diaspora • Scotland visitors: • Extend visitor season Strategic Tourism
use and trust – Renfrewshire Leadership Group
– university • Develop and understand target
start/mid/end (tourism sub-group,
• Staying with family and alumni audience insights
point of existing Renfrewshire Economic
friends a driving factor tourist trip • Improve facilities and itineraries Leadership Board)
Source:STR Research Visitor Survey (2017) for travel trade
6 7
Objectives and targets
Increase destination marketing to grow OTSH
(opportunities to see or hear) something positive about Renfrewshire Increase visitor spend in Renfrewshire by £31m
Impact measure Baseline 2020 target Impact measure Baseline 2020 target
Unique visits to the new Launch of new website 250,000 unique visits Day visits to Renfrewshire £60.51m: VisitScotland/ £89m
destination website January 2018 Great Britain Day Visits
Day visitor spend in
Survey (GBDVS, 2015)
Renfrewshire
Number of media 5 per year 20 per year
familiarisation visits Overnight to Renfrewshire £12m: VisitScotland / Great £14.6m
visitor spend Britain Tourism Survey
Positive coverage reach 15 million per year 120 million per year
(GBTS, 2015)
(OTSH) – national,
international and social
media Enhance the visitor experience in Renfrewshire by building capacity and
Partnership with Partnership confirmed Permanent profile for developing a quality product
VisitScotland Renfrewshire—digital Impact measure Baseline 2020 target
and campaign
Customer-facing staff and New customer service 1,000 customer facing
Partnership with Partnership confirmed Permanent profile for volunteers undertaking excellence scheme launched staff trained
Glasgow Life Renfrewshire—digital customer service in February 2018
and campaign excellence training
Increase visitor numbers by 4% year on year Increase our ‘overall 6.2/10 (STR, 2017) 8.0/10
impression’ visitor rating
Impact measure Baseline 2020 target
Number of new itineraries 1 new trail developed 8 new trails
Visits to Renfrewshire 1.7m: Scottish Visitor 1.99m and trails (Discover Paisley, 2017)
attractions Attraction Monitor,
Moffat Centre (2016)
Support tourism business growth and collaboration
Visitors to events 155,000 unique attendees 100,000 visitors
(from outwith (54,000 visitors): Culture Impact measure Baseline 2020 target
Renfrewshire) Republic
Number of businesses No existing network 80 businesses
Day visits to Renfrewshire 2.73m: VisitScotland/ 3.32m actively engaged in a engaged
Great Britain Day Visits business network
Survey (GBDVS, 2015)
Employment in tourism 5,600: Scottish Annual 7,150
Holiday nights in 45,000: VisitScotland/ 55,000 related industries Business Survey (SABS),
Renfrewshire Great Britain Tourism Survey Scottish Government
(GBTS, 2015)
Tourism related industry £200m: Scottish Annual £210m
Partnership with Glasgow 2 million visitors to Glasgow 3 million visitors to turnover Business Survey (SABS),
to promote Paisley product gateway Glasgow and wider Scottish Government
region by 2023
8 9
Progress 2014–2017
Theme one: Place profile and improving the customer journey Theme two: Leadership and collaboration
• Visits to Renfrewshire attractions • Social media reach for Paisley and • A Strategic Tourism Leadership Group • New partnerships have been developed
grew by 24.6% in 2016 to 1.7m visits— Renfrewshire—through Paisley 2021 has been established to develop the with VisitScotland and Glasgow Life
outperforming the rest of the City channels has grown from a zero base Visitor Plan to 2021, monitor delivery to foreground Renfrewshire’s visitor
Region. in 2015 to 16.1 million (October 2017). of the current Framework, and steer the offer through owned channels and new
Paisley2021.co.uk has generated sector’s delivery of our tourism vision. campaigns.
• Opportunities to see or hear something
512,000 page views from 182,000 users
positive about Paisley and Renfrewshire • Renfrewshire is an active member
—17,000 from 159 non-UK countries.
in the media have grown from 15 million of Glasgow City Region Tourism
in 2015 to 277 million opportunities in • A new destination brand has been Partnership (part of the Glasgow City
2016 and 2017 (a media value of £7.1m) developed in consultation with local Region City Deal), and has contributed
– driven by Paisley’s bid for UK City of people and place leaders across to a regional destination marketing
Culture 2021. Media familiarisation visits Renfrewshire’s public, private and strategy with a shared objective to
from consumer and travel media have academic sectors. A new destination deliver an additional one million
resulted in national and international website will launch in January 2018 and overnight visitors to the region by 2023,
destination coverage, positioning the drive destination marketing activity. drawing on shared visitor assets.
region as a place of cultural and historic
significance and a great short-break
destination.
10 11
Theme four: Providing authentic experiences
• New wayfinding has been introduced in • Since 2014, Renfrewshire Council has bid
Paisley Town Centre and new discover for and won:
guides for Paisley and Renfrewshire are
- The European Curling Championships
available at attractions and through
in 2016 generating an economic
Renfrewshire hotel welcome packs.
impact of £750,000 for Renfrewshire.
Theme three: Building our capabilities • In the past five years 1.1 million - The British Pipe Band Championships
individuals have attended festivals 2016–18 and a second bid has secured
• We understand our visitors better • Funding has been secured to develop a and events in Renfrewshire. Unique the event until 2021 (15,000 visitors
and have established baseline visitor ‘customer service excellence’ training attendees to town centre events grew per year).
information and tourist insights – programme modelled on the highly by 25% in 2016 and 23% in 2017. 35%
including visitor profiles and experience successful Glasgow Welcomes and of the 160,000 attendees this year were - The Scottish Album of the Year Awards
at events, and the economic, social and a programme of product innovation visitors to Renfrewshire and reported in 2016, 2017 and 2018, and the
cultural impact of events and festivals. workshops. an overall satisfaction level of 93%. MG Alba Scottish Trad Awards in
Paisley’s annual Halloween Festival has December 2017, generating UK and
• New target audiences have been been listed in the top 20 UK festivals international media profile through
identified and profiled to support in 2016 and 2017. The 2017 events live broadcast.
product development and visitor programme contributed £1.3 million - The Royal National Mòd in 2021 or
campaigns. spend into the local economy. 2022 (Mòd 2013 was the second most
successful on record bringing 8,000
visitors to Renfrewshire).
12 13
Priorities 2018–2021
An analysis of Renfrewshire’s We will promote all of Renfrewshire
strengths, weaknesses, opportunities and shine a spotlight on the region’s
and threats was carried out as part vibrant mix of villages, outdoors
of sector consultation during the and neighbourhoods. This will
development of the Plan (see figure 1 be underpinned by developing a
on page 18), and informed our compelling product and a first-class
future focus. visitor experience.
Defining our unique
culture and heritage Growing events and festivals and the Halloween Festival, to positively
impact on the profile and reputation of
A vibrant culture is key to differentiating Event and festivals drive visitors and Renfrewshire and share our untold story,
Renfrewshire’s product and creating provide the best-possible introduction and add new signature events to the
a unique experience. It helps to shape to our place, key to generating repeat programme.
perceptions, builds reputation and status, visits. We will continue to showcase
and provides day visitors and domestic and Renfrewshire on a national stage and We will continue to align to Themed Years
international leisure tourists with a reason create more opportunities for visitors to through innovative collaborations:
to visit. experience our unique cultural heritage • 2018 Scotland’s Year of Young People
by bidding for and winning new cultural
Cultural tourism includes our arts and • 2018 European Year of Cultural Heritage
and sporting events that deliver economic
entertainment offer—both free and and European Route of Industrial
impact. This will generate an additional
paid. It includes: museums; theatre; Heritage
100,000 unique visitors to Renfrewshire by
music; dance; comedy; exhibitions;
2021 and £2 million in local spend. • 2020 Scotland’s Coast and Waters –
fashion; festivals; literature; film; history,
heritage and Paisley’s architecture and We will host the Scottish Album of the includes distilling and inland waterways
built environment. It also describes Year Awards in 2018, the British Pipe Band • 2022 Year of Scotland’s Stories
visitors actively taking part in culture and Championships to 2021, new festival
combining this with tourism (food and Paisley Calling to 2021 and the Royal Through the Culture, Heritage and Events
drink, hotels, shops… and the people they National Mòd in 2021/22. We are bidding Fund*, we will continue to support the
meet) in a way that’s authentic and means for a number of new cultural and sporting development of new local events and
something to them. events from 2018. festivals across Renfrewshire to celebrate
local culture across the region’s towns,
Our new plan will, for the first time, focus We will further develop our annual villages and neighbourhoods, and add to
on assets that have a distinct appeal programme of cultural events, including programme where appropriate.
to target customers. The focus of our the annual Paisley Food and Drink Festival,
activity will include: heritage, architecture, Sma’ Shot/Weave Festival, The Spree
radicals, food and drink, music, poetry and
song, natural wilds and the unique
Paisley Pattern. *C
ulture Heritage and Events Fund was set up to support Paisley’s bid for UK City of Culture 2021
to help raise ambition and build capacity in the local creative scene.
14 15
Building customer experience
Credit: Clyde Muirshiel Regional Park
Growing our profile and reputation as
a quality destination will require a high
standard of service excellence, that in turn
increases visitor spend and encourages
visitors to share their experience leading
to positive word-of-mouth—currently
a powerful motivator for our target
audiences and visitors to Renfrewshire
events.
We will continually improve the
consistency, availability and quality
of service that visitors experience in
Renfrewshire.
With our transport partners we will work
to improve routes into the region and build
an integrated and sustainable transport
network across the region, while improving
our physical access points, arrival and way- Enablers
finding information. We will extend our Through collaboration with the Glasgow To support visitor growth, growth in
free shuttle bus service to major City Region tourism group and local quality accommodation is required and
event days. partners, we will continue to share data up to 200 new hotel bedrooms (two
Through the new destination brand and and insights that allow us to respond to new hotels and four hotel extensions in
visitor website, and with our marketing customer needs and trends, identify new planning) will be delivered by 2021 on top
network, we will improve how we present opportunities, build loyalty and improve of an existing 1,779 rooms. We will support
information about our place to customers, the customer journey. the sharing economy and the growth of
and ensure we communicate a compelling, short-term accommodation provision that
We will work with partners, including
consistent offer—digital and offline, to appeals to visitor seeking a ‘live like a local’
VisitScotland, Glasgow and the regional
help visitors have the confidence to choose experience. We will continue to work with
destination partnership to ensure
Renfrewshire to explore, extend their the University of West of Scotland (UWS)
Renfrewshire’s visitor offer is included
experience into the evening, and extend to secure campus accommodation out
in national campaigns that encourage
the overall length of their stay with us. with term time, and Glasgow Life’s online
existing visitors to extend their stay,
accommodation booking service, to secure
venture off the beaten track and see and
hotel bedrooms during large scale events.
do more.
We are committed to building our profile
as an accessible destination and will
work with Renfrewshire Access Panel and
other partners to continually improve our
accessible visitor offer.
16 17
Figure 1—SWOT analysis
Strengths Weaknesses
• Diverse offering • History and heritage • Underdeveloped tourism offer • Poor signage & wayfinding in Paisley—
• Rural locations and areas of • Successful visitor destination products • Limited evening/night-time economy one way traffic and pedestrian
natural beauty e.g Soar, Mar Hall, Ingliston • Reliance on volunteers /(in)ability to • Inconsistent connectivity despite strong
• Network of villages offering cycling • Passionate volunteer-led attractions recruit staff transport links
and food and drink experiences • Partnership working with Renfrewshire • Inconsistent experience • Archaeological potential is under
• Built heritage, from listed buildings in Volunteer Manager Forum researched / investigated
• Limited opening hours for attractions
Paisley to early medieval carved stones • Established groups e.g. CRN Heritage • No single portal (physical or digital)
at Inchinnan Tourism Group for tourist information
• Strong events programme • FE / HE institutions— expertise and • No tourism business network,
• Strong connectivity; access to central locations formal or otherwise
road, rail, air, cruise, ferry
Opportunities Threats
• Trail and itinerary creation, such as • VisitScotland Growth Fund for • Negative perceptions of Paisley • Current lack of visitor information
textiles, food & drink etc marketing (requires private sector • Underdeveloped experiences, both source/portal—although information
• Heritage and culture are significant support) urban and rural provision is only one step in the
motivators for visitor market • Scottish Enterprise support for customer customer journey
• Very competitive market from other
• New target markets identified service training regions and destinations • Built heritage at risk e.g. Half Time
• Café culture school/former TA building
• Opportunities include outdoor pursuits, • Limited sector collaboration across
watersports, road cycling, food, golf, • Travel trade and study visits the region • Too many groups working
spa, accessible tourism independently for same outcomes
• Markets—outdoor and Indoor • Attraction reliance on volunteers
• Digital technologies provide new • Underused rivers e.g. White Cart, Black and seasonal opening
opportunities to create world-class Cart, Clyde
visitor experiences and remove
• Event development e.g. music
accessibility barriers
events utilising music schools
• Significant population in catchment throughout Renfrewshire, more
area/close travel time use of Paisley Abbey etc
• Glasgow City Region Marketing and • Opportunity to create satellite events
Tourism group around larger ones e.g. the Mòd
• Glasgow City Visitor Plan 2023, gateway • Use of out-of-town venues e.g. Ingliston
approach to Renfrewshire
• Increased awareness understanding
/acceptance of post-industrial
regeneration through high profile
projects e.g. Dundee V&A, The Kelpies,
Glasgow CG2014
18 19Delivery—how the plan will be delivered
We have identified seven Leadership and skills Product development Destination development
strategic portfolios that will
deliver Renfrewshire’s visitor plan. We will build our capacity as a region We will create world-class visitor We will support business development and
Within each, capacity-building projects for tourism growth, developing skills, experiences and remove accessibility build sense of place. This will include:
delivering customer service training and barriers. This will include: • Establishing a tourism business network
and actions have been identified
creating new partnerships. • Widening access and reinterpreting to creating a forum for the sector to
that will be lead and delivered by the This will include: Renfrewshire’s historic and heritage network and collaborate on product
Council and its partners at a regional
• Roll out of Paisley Welcomes from attractions through digital technology development, marketing and capacity
and national level.
February 2018: customer-service building
• Developing new packages and itineraries
excellence training programme for the
for individual explorers and travel trade • Roll-out of workshops and seminars,
tourism sector in Renfrewshire, to build
that represent all of Renfrewshire’s delivered by VisitScotland, Chamber of
service quality and product knowledge
visitor offer and link local attractions Commerce, Scottish Enterprise and the
• Support for all Renfrewshire attractions private sector on product innovation,
– Spa and relaxation
and accommodation providers to digital, partnerships, marketing and data
develop an online presence linked – Lovely Renfrewshire villages and insights
to visitscotland.org and the new
– Monks, radicals and reformers • Delivering three learning journeys
destination website
per year to enable the local sector
– Food and drink
• Providing stronger signposting to to experience best practice in other
Digital Boost and digital skills support – Threads that bind us: textile heritage developing visitor destinations
for individual businesses through Invest
– Steeples and spires: ecclesiastical • Engaging the private sector in the early
in Renfrewshire
development of bids for major events
– Cycling and walking
• Developing national and international and their promotion, to ensure local
partnerships to bring original Paisley – Paisley Pattern business and retail can benefit fully
Pattern into production and work with
• Positioning Renfrewshire as best • Working with UWS and West College
local artists and makers to develop
practice for accessible tourism by Scotland (WCS) to extend and develop
‘Paisley Original’ merchandising
building on the offer at student dwell time and position Paisley
• Implementing the Renfrewshire The Experience and Castle Semple as a university town
volunteering strategy via Engage
• Launching and marketing the ‘Secret • Improving arrival and gateway signage
Renfrewshire and Invest Renfrewshire
Collection’ (new museum resource for visitors to Renfrewshire and local
to build our hospitality and events skills
centre) and promoting touring maps and way-finding
pipeline
collections in the lead up to the
• Contributing to the integrated
• Developing partnerships and best re-opening of Paisley Museum 2022
transport strategy
practice accessibility across all
• Supporting the Renfrewshire
Renfrewshire attractions and events • Supporting sustainable management
Cultural Strategy
of volunteer-led attractions
20 21Destination marketing Events and festivals Business tourism/ MICE (meetings, How we will
We will capitalise on the momentum We will drive the growth in visitor numbers incentives, conferences and events) monitor progress
generated by Paisley’s bid for UK City of to our events programme through We will identify opportunities that match
Culture 2021 and market Renfrewshire implementation of the Renfrewshire the scale of Renfrewshire venues. and keep on track
nationally and internationally. events strategy. This will include:
This will include: This will include: The development of Renfrewshire’s
• Assessing the existing business tourism
• Implementing the destination brand • Re-profiling the events programme market within the region and supporting Visitor Plan to 2021 has drawn on
marketing strategy, visitor marketing and establishing new bidding criteria to venues to be corporate event ready expertise from the tourism industry
campaigns and new destination website grow and secure cultural and sporting through Renfrewshire Leisure, University in the private and public sectors at
from January 2018 events that generate economic and of West of Scotland and West College all stages of its development. The
• Expanding the Renfrewshire Marketing
social impact and raise the profile of Scotland Strategic Tourism Leadership Group
Renfrewshire • Identifying and exploring routes for has been central to this and will
Network and developing an integrated
approach to destination marketing • Securing national funding for events development and support, including monitor progress of the plan.
from EventScotland and British Council partnerships with Glasgow Convention
• Supporting all Renfrewshire tourism Bureau and the wider City Region The group has four formal meetings
businesses to have an online presence • Working with national and international each year and will champion the needs
• Attending annual VisitScotland Expo
organisations, partners and artists Data and insights of the sector at local and national level
to increase participation locally and and will support and steer the sector
and WorldTravel Market We will improve our baseline data and
nationally to deliver the plan, meet emerging
profiling of visitors to Renfrewshire and
• Hosting media familiarisation visits from challenges and opportunities and
• Working with local and national share insights with the sector to improve
national and international media understand new trends.
promoters to secure ‘must-see’ artists customer journey, product and campaigns,
• Maximising partnerships with and national tours this will include: The Strategic Tourism Leadership Group
VisitScotland and Glasgow Life • An annual visitor survey will form the new tourism sub-group of
• Ensuring maximum visibility of
• Developing new partnerships with Renfrewshire’s events and festivals • Improving accuracy of data collection the Renfrewshire Economic Leadership
travel trade, Airbnb, TripAdvisor, through National Agencies and Tourist and reporting through Renfrewshire Panel, and will drive partnership and
Scotrail and Virgin Boards attractions and gateway points collaboration, reviewing progress and
recommending actions that will help
• Collaborating on a new destination • Establishing a Renfrewshire events • Working alongside initiatives such as
Renfrewshire achieve its vision.
marketing strategy for the City Region, forum—linked to the Regional Events town centre wi-fi to collect additional
with a target of increasing visitors to the and Festivals Board—to bring together data to enhance audience profiles The delivery of the plan will be
region by 1 million by 2023 public and private sector partners who • Working in partnership with Glasgow supported through the seven strategic
support and contribute to major events City Region and operators such as portfolios. Each will develop a detailed
and bidding strategy Scotrail to collate more rounded data work-plan and be supported by a
and measurements project lead and project team – that
will include representatives from the
• Aligning product development and
private, public and third-sector, across
marketing to motivation to visit
the tourism sector.
(VisitScotland)
- First time visitors to Scotland— The new destination website will be
scenery & landscape (58%) and developed to include an industry-only
history & culture (47%) section that will provide the portfolio
teams with access to resource; data
- Repeat visits—scenery & landscape
and insights, industry information and
(47%) and history & culture (29%)
contacts, and communication tools, to
Source: Scotland Visitor Survey 2015 and 2016, deliver their contribution.
VisitScotland and Jump Research
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