WELCOME Business Forum - David Jackson IP Plans & Priorities for 2018 Destination Management Plan - Islands Partnership
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Business Forum _________________________________________________________________________________________________________________________________________________________ David Jackson Executive Director Islands’ Partnership WELCOME • IP Plans & Priorities for 2018 • Destination Management Plan • Latest research • Your news & updates Break • Creative Islands
Plans and Priorities for 2018
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• Destination Management Plan
• Action Plan – and delivery
• Latest Research
• Exciting new projects
• Cultural Destinations – Creative Islands
• Digital Enablement Project
• Expanding events programme
• Industry tools and support
• And business as usual…
Destination Management Plan _______________________________________________________________________________________________________ • New vision and approach to tourism on Scilly • Future proofing the islands’ principal industry and economic heart beat • Builds on earlier studies and reports (Blue Sail, Ash Futures) • DMP - shared roadmap and collective, cooperative approach • Funding and strategic support from the LEP • Buy-in and commitment from major stakeholders
DMP – Underlying Principles
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• Renewed sense of purpose, ambition and
direction
• ‘Business as usual’ no longer an option
• Harnessing our assets yet embracing change
• Smart Islands – and Smart Tourism
• Place & Environment – our Natural Capital
• Culture and Scillonian identity
• Productivity & Competitiveness
• Unprecedented collaboration – this is
everyone’s plan
• A new model for the future?
IOS Visitors 2003 - 2015
_________________________________________________________________________________________________________________________________________________________
Passengers In – Air and Sea
150,000
140,000
130,000
120,000
-35,000
110,000
100,000
90,000
80,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Passengers
A cross roads – but which direction?
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Passengers In – Air and Sea
150,000
1. New Markets &
Higher Growth
140,000
130,000
120,000
2. Building
Momentum
110,000
100,000
90,000
3. A Managed
Decline
80,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Passengers
The Big Questions ________________________________________________________________________________________________________________________________________________________________ • Green shoots of recovery – but still fragile… still vulnerable • Changing markets and consumer behaviour – can/will Scilly adapt and continue to appeal? • How can our tourism industry modernise, yet retain its distinctive character and sense of place? • Incremental growth – but can it be managed to make it truly sustainable?
Strategic Pillars & Priorities
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1. Consensus & Leadership
2. Transport & Accessibility
3. Housing
4. Visitor Accommodation
5. Environment – Landscape, Innovation,
Sustainability
6. Product & Service Improvement
7. Culture & Heritage
8. New Experiences & Improved
Interpretation
9. Skills Development
10. Brand & Market Positioning
11. Easy Access to Information & Booking
12. Season Extension
13. Integrated Planning
Big Opportunities ________________________________________________________________________________________________________________________________________________________________ • England’s Great Archipelago – a natural environment of international significance • Culture as a catalyst - bringing our culture and heritage to the fore • Smart Islands… Smart Tourism • Wellness – a Scillonian Speciality • Scilly – the Seafood Islands? • A new approach to quality and service – ‘The Scilly Standard’
A vision of the future…
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• First two days dedicated to international partnership working – sessions
with Iceland, Orkneys, Ireland and The Faroe Islands – building on a now
established 5 year cultural exchange programme
• Equal no. of sessions led by the business community – many younger
entrepreneurs driving new innovative and experiential enterprises with a
strong eco-ethic
• Launch of Google SeaView – a Scillonian take on Street View, forged out
of a partnership with Google Arts & Culture Institute
• Launch of the 2028 exhibition programme at the IOS Museum –
reopened in 2025 and winner of the RIBA Stirling Prize
• Supplemented by a rolling art in the landscape programme
• Looking ahead to the summer – cinema under the stars, regular meet the
maker nights, cultural & social fringe programming to all major events
•
5th – 9th March 2028 Southampton route well established; Bristol commences again next year
• Online bookability and seamless route planning is standard
• Contactless payment across the islands
• All visitors ‘signing up’ to the Scilly Pledge…The process and next steps ________________________________________________________________________________________________________________________________________________________________ • Consultation throughout February • Business and Community workshops – c.100 businesses attended • Now - further refinement and sign-off • Formal launch event 20th March • Supporting Action Plan to be refined and launched at IP AGM in October 2018
Research ___________________________________________________________________________________________________________________________________________ - 2017 Visitor Survey - 2017/18 Business Survey
2017 Visitor Survey
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• 2,786 sample (representing up to 10% of all visitors) Most comprehensive ever V. Survey
• 93% staying visitors
• 67% aged 45+ (up 10% from 2014). 10% 18-34; 10% 35-44 Older audience - and ageing?
• 74% repeat; 26% first time Fewer first time visitors?
• 27% booked accommodation ‘online’, although 50% would have Growing desire to book online
• 65% felt a star rating was important/v. important (Our) visitors still looking for reassurance
• Main motivators = Scenery, Peace & Quiet, Beaches, Wildlife, Local F&D Food & Drink – almost 30%
• Biggest factor in (first time) decision to visit down to a recommendation (37%) TV = 14%; visitios 9%
• visitislesofscilly.com used by 59% (34% thought most useful) 42% used Visitor Guide
• Lowest satisfaction = range/quality of groceries, value of food & drink, quality of shops, range/quality of
evening entertainment Same as 2016Business Survey
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Looking back on
2017, how
would you best
describe your
business's
performance in Occupancy/Visitors Turnover Profitability
relation to… Increase on 2016
Stayed about the same
Decreased on 2016
Don’t know / not applicableBusiness Survey
__________________________________________________________
Looking ahead
to 2018, in
relation to
business
confidence, do
you believe that Occupancy/Visitors Turnover Profitability
your Increase on 2017
business's… Stay about the same as 2017
Decreased on 2017
Don’t know / not applicableWould you consider opening/trading for longer, and if so, when? To what extent do the following factors influence your period of opening/trading?
Booking Enablement Project ___________________________________________________________________________________________________________________ Voucher Scheme + IP funded project running throughout 2018 Making it Easy for visitors to plan, find and book (updating visitislesofscilly.com) ‘Live’ accommodation availability searching ‘Polling’ across different systems and inventory Handing over the booking wherever possible Introducing online booking systems to industry Increasing the onward distribution of bookable/buyable Scilly product through more travel channels and partners
Current situation ___________________________________________________________________________________________________________________
Current situation ___________________________________________________________________________________________________________________
Current situation ___________________________________________________________________________________________________________________
What our visitors are saying
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2017 Visitor Survey
• Our visitor surveys show that only 27% of visitors booked their 2017
holiday online but 50% would have preferred to book online were that
option available
Which of the following tools would you like to see on our website?
• Live accommodation availability search 48%
• Online accommodation booking 42%The online marketplace
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Destination Expedia Trivago Booking.com AirBnB
(No. of accommodation listed)
Jersey 72 45 84 141
Guernsey 35 28 54 101
Orkney 28 18 3 183
Cornwall 389 410 1940 300+The online marketplace
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Destination Expedia Trivago Booking.com AirBnB
(No. of accommodation listed)
Jersey 72 45 84 141
Guernsey 35 28 54 101
Orkney 28 18 3 183
Cornwall 389 410 1940 300+
Scilly 3 2 5 11Letting the technology do the work…
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1. Own Bkg System
2. visitislesofscilly.com
linked Bkg System
3. Via 3rd party channels
visitislesofscilly.comBooking Enablement Project ___________________________________________________________________________________________________________________ Sam Ellis – new role as Digital Coordinator Industry research – scoping the technical solution Tender for system build and website integration Digital conference/event, inc showcase of booking system providers – May 2018 Technical build, integration, training etc…. Testing – late summer/autumn 2018 Go-live by autumn/end 2018
Cultural Destinations
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“Enabling arts and culture organisations to
increase their reach by working with the
tourism sector” (Arts Council England)
• £164,000 to 2019
• Headline aims:
• To use culture to reposition the Isles of Scilly in
the minds of the visitor - helping to provide
definition to what is a rich but hidden cultural
heritage – and in turn, attract new audiences.
• To utilise new technology and the islands new-
found superfast and 4G connectivity as a means
of bringing the islands’ culture to life12th – 19th May
9th & 10th June
August Bank Holiday 27th Aug (tbc)
Throughout September
The day job – business as usual
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• 2018 Visitor Guide – 30,000 national distribution
• Cornwall Leaflet – up to 200,000 racked across Cornwall and into
Devon
• Official Pocket Map
• Arts & Culture Directory (tbc)
• Cruise Ship Welcome Packs (12,000 pax)
• Increased overseas focus – working with NQY, Urlaub Cornwall,
VisitCornwall, LEP
• Domestic travel trade
• Press & Media engagement – 20+ press trips, TV…
• Bloggers, vloggers and social influencers
• New photography shoots – throughout the year
• New video content
• Tourist Information Centre – 50,000+ footfall and enquiries
• New leaflet racking at LEQThank You
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Your News & Updates
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