210312_CNPABd Paper 4 Annex 1 TourismActionPlan

CAIRNGORMS NATION­AL PARK AUTHORITY

Form­al Board Paper 4 Annex | 12/03/2021

Annex 1: Deliv­ery of Cairngorms Tour­ism Action Plan to Feb­ru­ary 2021

This report cov­ers a sum­mary of deliv­ery activ­ity by all the part­ners to the start of 2021 plus an assess­ment of cur­rent status agreed by CTP using Green/​Amber/​Red.

Theme I — Leadership

Action	Descrip­tion	Lead	Over­view of Activ­ity to Date	Planned Activ­ity 2021⁄22	Status
Action 1	Secure and build on the pro­gress made by the Cairngorms Tour­ism Part­ner­ship (CTP) to ensure effect­ive deliv­ery the Tour­ism Action Plan	CTP Chair	- 2⁄3 meet­ings of CTP / year  — Mid-term review of TAP  — Annu­al report­ing to CNPA Board  — Reg­u­lar meet­ings of CTERG and Vis­it­or Man­age­ment Group since March 2021	- 3 meet­ings CTP / year  — CTERG and VMG meet­ings  — Meet­ings with com­munity mem­bers and elec­ted rep­res­ent­at­ives  — Com­mu­nic­a­tion with Europarc
Action 2	Ensure the Action Plan is industry-led and has mean­ing­ful buy-in from busi­nesses, com­munit­ies and the pub­lic sector	CTP Mem­bers	- CBP Tour­ism Group  — CBP Annu­al Con­fer­ences  — Des­tin­a­tion Strategies developed around the Park  — Des­tin­a­tion Sup­port Fund for CBP  — Extens­ive sup­port and advice provided by des­tin­a­tion organ­isa­tions (CBP, Vis­it Moray Spey­side and Vis­it Aber­deen­shire, P and K Tour­ism Group, etc)	- HIE Des­tin­a­tion Devel­op­ment Fund­ing of CBP, Vis­it Moray Spey­side  — SE sup­port to Vis­it­Ab­er­deen­shire, for adven­ture tour­ism and oth­er sec­tor devel­op­ment  — Sig­ni­fic­ant new emphas­is on Vis­it­or Man­age­ment — see Annex 3  — Close work­ing with Eco­nom­ic Steer­ing Group

Theme 2 — Skills

Action	Descrip­tion	Lead	Over­view of Activ­ity to Date	Planned Activ­ity 2021⁄22	Status
Action 3	Secure part­ner­ships with fur­ther and high­er edu­ca­tion organ­isa­tions to devel­op edu­ca­tion ini­ti­at­ives which	CTP	- Com­munity plan­ning sub-groups set up  — New Skills Strategies adopted	- HIE and Aber­deen­shire Adven­ture Tour­ism Pro­jects  — CBP Des­tin­a­tion Development

Action	Descrip­tion	Lead	Over­view of Activ­ity to Date	Planned Activ­ity 2021⁄22	Status
	sup­port the growth of tour­ism and the hos­pit­al­ity sec­tor as a career path.		- CBP Con­fer­ence: Inspir­ing Young People to Build a Future in the Nation­al Park  — SDS fund­ing of Grow­biz for skills devel­op­ment workshops	- pro­ject  — Grow­biz ment­or­ing pro­ject and women’s devel­op­ment net­work  — CNPA and CBP Kick­start place­ment schemes across the Park
Action 4	Deliv­er busi­ness sup­port and staff train­ing pro­grammes to enable con­tin­ued devel­op­ment of our tour­ism busi­nesses with a par­tic­u­lar focus on digit­al capability	Cairngorms Busi­ness Partnership	- Extens­ive Cov­id-19 sup­port to busi­ness deployed  — Digit­al Train­ing courses delivered  — Busi­ness Sup­port Events delivered  — CBP Emer­ging Lead­er Pro­gramme delivered with HIE sup­port  — MIY pro­gramme for out­door activ­ity pro­viders piloted  — VA’s Tour­ism Devel­op­ment / Recov­ery Pro­gramme  — Smart Vil­lage pro­ject in 3 communities	- CBP and Grow­biz events pro­gramme and ment­or­ing net­work  — HIE Adven­ture Tour­ism Pro­ject  — Busi­ness Gate­way sup­port and advice via the Digit­al Boost pro­gramme  — Digit­al Tour­ism Scot­land pro­gramme avail­able via Vis­itScot­land  — Devel­op­ment of Smart Vil­lage pro­ject  — Roll-out of R100 project

Theme 3 — Enhance our Assets

Action	Descrip­tion	Lead	Over­view of Deliv­ery to date	Planned Activ­ity 2021⁄22	Status
Action 5	Pilot a ​‘Total Qual­ity Des­tin­a­tion Approach’ to vis­it­or infra­struc­ture and enhan­cing the vis­it­or exper­i­ence and identi­fy oppor­tun­it­ies for invest­ment and devel­op­ment of key assets into out­stand­ing vis­it­or experiences	Vis­itScot­land	- Qual­ity Des­tin­a­tion Approach piloted (else­where in Scot­land)  — Nation­al roll-out was sus­pen­ded due to COV­ID 19  — Rur­al Tourism	- Sig­ni­fic­ant new emphas­is on Vis­it­or Man­age­ment — see Annex 3  — Cairngorms Green Recov­ery Fund  — High­land Coun­cil Tour­ism Infra­struc­ture Plan and invest­ment  — Aber­deen­shire Coun­cil RTIF

Action	Descrip­tion	Lead	Over­view of Deliv­ery to date	Planned Activ­ity 2021⁄22	Status
Action 6	Devel­op­ing and enhan­cing key stra­tegic assets and work­ing to turn these assets into out­stand­ing vis­it­or exper­i­ences with a focus on:	Cairngorms Busi­ness Part­ner­ship & CNPA	- Infra­struc­ture Fund pro­ject at Muir of Din­net and Glen­more com­plete  — 13 Green Recov­ery Fund pro­jects approved	- pro­ject for Glen­shee toilets
	- Roads: SnowRoads Scen­ic Route	CBP	SnowRoads  — Brand, Web­site and Mobile App launched  — Aber­deen City and Shire Tour­ism Award for innov­a­tion awar­ded  — Fund­ing secured from Vis­itScot­land Growth Fund	- Her­it­age Hori­zons pro­ject applic­a­tion  — Sig­ni­fic­ant new emphas­is on Vis­it­or Man­age­ment — see Annex 3 — Ongo­ing man­age­ment as a core asset — CBP
	- A9	CNPA	Badenoch Great Place Pro­ject  — Inter­pret­a­tion & Mar­ket­ing Strategy and Brand agreed  — Web­site launched and trails developed  — Shinty Trail	- App launch  — Trails launch  — Cel­eb­ra­tion event  — Leg­acy Plan rolled out  — Integ­ra­tion with Spir­it of High­lands Pro­ject  — Pre­par­a­tion for Year of Stor­ies themed year in 2022
		TS	Trans­port Scot­land:  — Aviemore and Carr-Bridge pro­pos­al developed	- Deliv­ery of path along with A9 con­struc­tion after 2024

Action	Descrip­tion	Lead	Over­view of Deliv­ery to date	Planned Activ­ity 2021⁄22	Status
	- Paths: Spey­side Way	CNPA and CBP	- CNPA exten­sion com­pleted Dec 2019  — Upgrade of the exist­ing sec­tion between Aviemore and Boat of Garten, 2019	- Offi­cial open­ing of Spey­side Way exten­sion Spring 2021  — SW Inter­pret­a­tion Strategy imple­men­ted  — improve path con­di­tion, sig­nage and inform­a­tion on exist­ing route — Joint pro­mo­tion of SW by DMOS
	- Deeside Way/​NCN195	AC	- Plan­ning applic­a­tion approved for a path link — Brae­mar to Inver­cauld Bridge  — NES­TRANS fun­ded resurfacing/​upgrade works between Camus and Ballater	- Online pro­mo­tion via Sus­trans  — Fur­ther upgrade work at Din­net — Re-open­ing of Cam­bus O May bridge  — Secure fund­ing for Brae­mar to Inver­cauld path — VA invest­ig­at­ing poten­tial for North East High­land Way
	- Cairngorm & Glenmore	CNPA	- Strategy agreed CairnGorm Moun­tain  — LEAD­ER TIK pro­ject star­ted  — Glen­more RTIF pro­ject  — HIE uplift review complete	- Funicu­lar repair and site devel­op­ment  — HIE Mas­ter­plan for Cairngorm Estate  — FLS to update vis­it­or strategy — CAGOUL Pro­ject — TIK pro­ject completion
	- Tomin­toul & Glenlivet	TGDT	- £3.6million Land­scape Part­ner­ship Pro­ject com­plete includ­ing:  — Dis­cov­ery Centre refur­bished  — Spey­side Way Spur restored  — Dark Sky Park launched	- T&G and Dark Skies Park mar­ket­ing rolled out — Leg­acy Plan implemented

Action	Descrip­tion	Lead	Over­view of Deliv­ery to date	Planned Activ­ity 2021⁄22	Status
			and light­ing mod­i­fied  — Digit­al archive cre­ated  — New Tomin­toul & Glen­liv­et mar­ket­ing resources  — New web­site and Pro­mo­tion­al videos produced
	- Activ­it­ies: Cyc­ling and Low Level Walking.	CBP and CNPA	- Act­ive Aviemore pro­ject ini­ti­ated  — 17 path leaf­lets pro­duced and online  — Aber­deen­shire Adven­ture Tour­ism pro­ject underway	- Act­ive Aviemore devel­op­ment — TIK pro­ject completed
Action 7	Devel­op an approach to enable busi­nesses, vis­it­ors, and com­munit­ies to engage in the man­age­ment and main­ten­ance of the nat­ur­al assets and vis­it­or infra­struc­ture through inter­pret­a­tion, volun­teer­ing oppor­tun­it­ies and donations.	CNPA & CBP	- Cairngorms Trust launched Vol­un­tary Giv­ing Scheme  — TIC pro­ject star­ted  — 38 Volun­teer Rangers trained  — CBP Busi­ness Barometer	- Volun­teer Ranger Pro­gramme developed — Sea­son­al Rangers deployed  — Devel­op­ment of Vol­un­tary Giv­ing Scheme  — TIC pro­ject com­plete — CBP Des­tin­a­tion Devel­op­ment Project

Theme 4 — Engage and Inspire

Action	Descrip­tion	Lead	Over­view of Deliv­ery to date	Planned Activ­ity 2021⁄22	Status
Action 8	Devel­op and deliv­er a pro­gramme of train­ing and tools for busi­nesses and com­munit­ies to engage them with the Nation­al Park as a brand and to enable them, in turn, to engage our visitors	CTP	- Make it Yours pro­gramme developed for vis­it­or facing staff.  — MIY pro­gramme for out­door activ­ity providers	- #Cairngorms Togeth­er — CBP Des­tin­a­tion Devel­op­ment Pro­ject — MIY video present­a­tion — Tri­al What3Words

Action	Descrip­tion	Lead	Over­view of Deliv­ery to date	Planned Activ­ity 2021⁄22	Status
Action 9	Devel­op the Cairngorms Nation­al Park as an integ­ral part of the ​‘iKnow Scot­land’ ini­ti­at­ive both at a loc­al, region­al, and nation­al level and deliv­er an effect­ive net­work of vis­it­or inform­a­tion points and tar­geted mar­ket­ing activ­ity based on the Cairngorms Nation­al Park Region­al Mar­ket­ing Strategy	VS & CNPA	- piloted #Cairngorms Togeth­er cam­paign — Mar­ket­ing strategy in place. — Loc­al Inform­a­tion Centres in place — CBP Vis­itScot­land Growth Fund — Four of the new LIC’s became Vis­itScot­land iKnow Partners	- Loc­al Inform­a­tion Centre net­work devel­op­ment  — Loc­al Inform­a­tion Centres net­work devel­op­ment  — RSPB enhance­ment of Osprey Centre, Aber­nethy complete

Theme 5 — International

Action	Descrip­tion	Lead	Over­view of deliv­ery to date	Planned Activ­ity 2021⁄22	Status
Action 10	Identi­fy key tar­get inter­na­tion­al growth mar­kets for the Cairngorms Nation­al Park and;  — Devel­op mar­ket­ing activ­ity to tar­get these mar­kets; and, — Work with busi­nesses and part­ners to ensure the vis­it­or exper­i­ence deliv­ers for these groups.	VS & CNPA	- CBP China Ready work­shops — Vis­it­Ab­er­deen­shire work to devel­op Cruise Tour­ism — Euro­parc Con­fer­ence Septem­ber 2018 — CBP Vis­itScot­land Growth Fund — CBP atten­ded World Tour­ism Mar­ket — Vis­itScot­land delivered a vir­tu­al B2B event in Nov 2020, Scot­land Reconnect,	- CBP Des­tin­a­tion Devel­op­ment Pro­ject — Tour of Bri­tain cyc­ling race in East of Park in Sept — Vis­it­Ab­er­deen­shire Adven­ture Tour­ism promotions