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CAIRNGORMS NATION­AL PARK AUTHORITY

Form­al Board Paper 4 Annex 2 12/03/2021

Annex 2 — Cairngorms Tour­ism Action Plan: Pro­posed Changes

The Cairngorms Tour­ism Action Plan was approved in 2017. With the sig­ni­fic­ant changes to the con­text for tour­ism, caused by the Cov­id-19 emer­gency it is pro­posed that the Plan is revised as set out below. This should be read along­side the Cairngorms Green Recov­ery Plan (approved by CNPA Board in June 2020) and the oth­er rel­ev­ant Actions in the Cairngorms Nation­al Park Part­ner­ship Plan 2017 – 2022.

	Ori­gin­al Actions	Sug­ges­ted changes	Com­ment
1	Secure and build on the pro­gress made by the Cairngorms Tour­ism Part­ner­ship (CTP) to ensure effect­ive deliv­ery the Tour­ism Action Plan	None	Unchanged. Col­lab­or­at­ive work around the Park as a sus­tain­able tour­ism des­tin­a­tion has increased sig­ni­fic­antly dur­ing the Cov­id ‑19 emergency
2	Ensure the Action Plan is industry-led and has mean­ing­ful buy-in from busi­nesses, com­munit­ies and the public	Ensure the Action Plan is industry-led and has mean­ing­ful buy-in from busi­nesses, com­munit­ies and the pub­lic sec­tor, devel­op­ing vis­it­or man­age­ment plans (includ­ing increased invest­ment in infra­struc­ture) and CNPA Ranger Ser­vice for key areas in Nation­al Park.	#Cairngorms Togeth­er cam­paign has been suc­cess­ful in pro­mot­ing cohe­sion between import­ant stake­hold­ers and will be developed and linked to a pos­it­ive col­lect­ive approach to man­aging for vis­it­ors Addi­tion of vis­it­ors man­age­ment plans with increased to improve vis­it­or infra­struc­ture and CNPA Ranger Service
3	Secure part­ner­ships with fur­ther and high­er edu­ca­tion organ­isa­tions to devel­op edu­ca­tion ini­ti­at­ives which sup­port the growth of tour­ism and the hos­pit­al­ity sec­tor as a career path.	Com­bine with 4 below
4	Deliv­er busi­ness sup­port and staff train­ing pro­grammes to enable con­tin­ued devel­op­ment of our tour­ism busi­nesses with a par­tic­u­lar focus on digit­al capability	Deliv­er busi­ness sup­port and staff train­ing pro­grammes, skills and work­force devel­op­ment to take into account employ­ees com­ing back from fur­lough or chan­ging careers, and engage with high­er edu­ca­tion part­ners, to retain	Sup­port­ing the need to retain as many busi­nesses as pos­sible and provide train­ing staff and the poten­tial for many new staff being needed in the area.
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	Review the col­la­tion and dis­tri­bu­tion of data around vis­it­ors and tour­ism, using new tech­no­logy where pos­sible, to ensure it is mean­ing­ful in address­ing the new chal­lenges arising from Cov­id-19 and integ­rate with nation­al work streams on vis­it­or management.	The work on Total Qual­ity Des­tin­a­tion Approach which was to be led by Vis­itScot­land has not pro­gressed and should be shelved. VS sug­gest pla­cing great­er emphas­is on Cairngorms Nation­al Park as Scotland’s lead­ing sus­tain­able des­tin­a­tion and hold­ers of the European Sus­tain­able Tour­ism Charter. Also, VS high­light the poten­tial to integ­rate with nation­al work on Tour­ism and Vis­it­or man­age­ment (includ­ing Tour­ism Declares and through Vis­it­or Man­age­ment Plan­ning group) and use digit­al technology.
6	Devel­op­ing and enhan­cing key stra­tegic assets and work­ing to turn these assets into out­stand­ing vis­it­or exper­i­ences with a focus on:

*   Speyside Way
*   Deeside Way
*   Snow Roads Scenic Route
*   Badenoch Great Place
*   Tomintoul & Glenlivet (incl. Dark Skies)
*   Low level Walking & Cycling

| Devel­op­ing and enhan­cing key stra­tegic assets and work­ing to turn these assets into out­stand­ing vis­it­or exper­i­ences with a focus on:

*   Speyside Way
*   Deeside Way
*   Snow Roads Scenic Route
*   **Badenoch: The Storylands**
*   Tomintoul & Glenlivet (incl. **Dark Skies Park**)
*   Low level Walking & Cycling
*   **Cateran Country (SE of National Park)**

| Increased emphas­is giv­en to devel­op­ing tour­ism in the quieter areas of the Park. Cat­er­an Coun­try added and Badenoch and Dark skies des­tin­a­tions cla­ri­fied. | | 7 | Devel­op an approach to enable busi­nesses, vis­it­ors, and com­munit­ies to | |Unchanged. CNPA Volun­teer­ing pro­jects and the Cairngorms Trust Vis­it­or Giv­ing | | 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 and get involved in effect­ive and col­lab­or­at­ive mar­ket­ing activ­ity. | Com­bine with 9 | Scheme are cur­rently ​‘on hold’ due to Gov­ern­ment restric­tions but will devel­op as soon as pos­sible as part of Cov­id recov­ery work. | | 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. | Work with busi­nesses and com­munit­ies to sup­port and deliv­er con­sist­ent and pos­it­ive loc­al, region­al, and nation­al level mar­ket­ing, com­mu­nic­a­tion and inform­a­tion, tar­geted at pro­mot­ing safe and sus­tain­able vis­it­or exper­i­ences. | Sig­ni­fic­antly increased emphas­is on con­sist­ent mes­saging and com­mu­nic­a­tions across the Nation­al Park. 2020 demon­strated a clear need for part­ners, com­munit­ies and land man­agers to clearly, con­sist­ently and con­cisely pro­mote safe respons­ible access to Cairngorms for the bene­fit of all. | | 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. | Identi­fy key post Cov­id-19 mar­kets for Cairngorms Nation­al Park and;

• Devel­op mar­ket­ing activ­ity to tar­get these mar­kets; and,

• Work with busi­nesses, part­ners and com­munit­ies to ensure the vis­it­or exper­i­ence deliv­ers for these groups. | In the short term the emphas­is is more likely to be on domest­ic UK mar­kets. Inter­na­tion­al mar­ket­ing will require to be con­sist­ent with post-Cov­id restrictions. |

Key improve­ments and con­sid­er­a­tions in this Markdown:

• Head­ers: I’ve used # and ## to cre­ate mean­ing­ful head­ers for the doc­u­ment and sections.
• Table Struc­ture: I recre­ated the table struc­ture using Markdown’s table syn­tax (|, -, and :).
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• Lists: Con­ver­ted bul­let points into Mark­down lists using *.
• Read­ab­il­ity: Tried to main­tain read­ab­il­ity by keep­ing lines with­in a reas­on­able length.
• Hori­zont­al Rule: Added a hori­zont­al rule for visu­al separation.

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