Tourism Matters

We start this feature with a big thank you to all the team at the Deeside/Donside Piper, who

have given us the opportunity through our new regular features, to highlight the

importance of the tourism sector. We look forward to working with them over the coming

year.

It is clear to see that they like us understand that the tourism sector is vital for the local

economy of the area and to the wider community. They also understand the need for co-

operation and finding ways of successfully working together, which we as an organisation

are very keen to develop with other organisations, businesses and representatives of the

community. Collaboration work can and does work.

Last year saw Royal Deeside & the Cairngorms build upon its core work within the tourism

sector, with successful fund applications to VisitScotland, Scottish Enterprise and

Aberdeenshire. The Victorian Heritage Trail project attracted national press coverage on

offers, competitions and a series of seventeen E-flyers to a growing visitor audience. We

started with an audience base of 8,500 but this has now grown to over 15,000, each of these

being a potential future visitor to the area. A recent survey shows that some have already

visited as a direct result of the campaign.

Being a partner (member) of Royal Deeside and the Cairngorms, gives local businesses

access to many business benefits and opportunities. Over the last few months, partners have

benefited not only from collective marketing but also from a series of free networking

events, workshops and most recently our very successful "Building the journey" conference

held a few weeks ago.

Described as a busy, vibrant and successful event, here are a few of the many comments and

feedback received from partners and industry.

“Excellent conference with very professional & informative speakers. Great networking

opportunities and had the feeling that businesses open to the idea of working together in

partnership. Well done organisers very enjoyable, productive & entertaining day!

“I think that what Willie said about working with plumbers, joiners and others who don't see

themselves in the tourism business is very important. Also I think the DMO should work

closely with the schools they are the future tourism proprietors and employees in the area”

“A very enjoyable and well-organised event. Many thanks. Good standard of speakers”

Going forward, there are lots of exciting and interesting projects, events, trainings on the

horizon. So if you are already in tourism, thinking of starting a new business in tourism or

just interested in the sector in general, then maybe you should think about becoming a

partner of the Royal Deeside and the Cairngorms. Joining is simple and good value. Just

visit the website or contact the office, who will be very happy to provide you with more

details and information. We look forward to welcoming you as part of this expanding

organisation.

Tourism Matters Royal Deeside and the Cairngorms is the official business organisation for tourism in the

areas of Royal Deeside, Donside and the Eastern Cairngorms. We promote the area as a

year-round destination and provide visitors with high quality experiences that will

encourage them to return. Working with local businesses we want to develop the area’s

tourism product in ways that generate benefits for all.

As a not-for-profit organisation we are actively seeking ways of promoting the area through

professional collaboration, business leadership and community participation. We intend to

run a regular column to highlight tourism news, views and features, the first of which you

are now reading.

Royal Deeside and the Cairngorms is seen by many as Scotland’s crowning glory. As we

know the area is home to many rare wildlife and plant species – capercaillie, red squirrels,

roe deer, golden eagles and more!

The iconic River Dee flowing from its source high up in the Cairngorm Mountains passes

through 85 miles of some of the world’s most stunning scenery until it finally reaches the sea

at Aberdeen. With several towns and villages including Banchory, Aboyne, Ballater and

Braemar offering accommodation and outdoor activities, walking, fishing, mountain biking,

skiing, running and traditional highland games and festivals, you can understand why the

area should attract visitors from around the world. The combination of rich history, culture,

scenery, landmarks, beauty spots and attractions combine to offer the visitor plenty to see

and do. Living and working in this very special area we are all aware that tourism is a very

important sector to the local economy and the wider community. With many local

businesses directly or indirectly involved, it is easy to see why there is a need to promote the

brand and raise awareness of the area as a key tourism destination.

Royal Deeside and the Cairngorms is an organisation which aims to do just that. Formed a

little over 6 years ago we have carried out many marketing activities and projects over this

time, including the Deeside Music Sessions, several food & drink projects such as Venison

Festivals, Tanalonga and Dine on Deeside to name but a few. These projects along several

others have helped raise the profile and promote the area and have been supported by

public funding in addition to the private funding generated through its partnership fees.

This year saw the launch of an enhanced Victorian Heritage Trail, which coincided with the

Queen’s Diamond Jubilee and the Year of Creative Scotland 2012. Many local tourism

businesses were involved in the project and featured in the various PR campaigns, articles

and publicity.

Now is the time to plan for the year ahead and we aim to continue to work with the local

tourism community to help structure future projects for the benefit of all the area. As a

partnership organisation we currently have over 80 local businesses and run training

courses as well as a number of business to business meetings. These informal evenings are a

great opportunity to network as well as hearing about future activities, promotions and

projects.

At recent events over 50 businesses explored possible promotional opportunities during

2013 “The Year of Natural Scotland.

Become a Partner of Royal Deeside and

the Cairngorms

Are you interested or involved in Tourism then take a look at the many benefits of

becoming a partner in Royal Deeside and the Cairngorms.

By becoming a partner (member) of Royal Deeside and the Cairngorms you are eligible for

many direct business benefits which include –

An enhanced website listing on www.discoverroyaldeeside.com

Opportunity to be a part of local marketing and PR campaigns that suit your

business.

Regular newsletters and updates on future marketing opportunities and new

projects.

Access to industry led workshops and local training courses.

Opportunity to take part in larger events such as Visit Expo.

Discounted advertising and editorial opportunities in local and national press.

Networking opportunities with other businesses and making new contacts.

Opportunities for free PR via local paper.

Collective tourism voice.

Annual membership does not have to break the bank and when measured against the cost of

say, a couple of local ads, is really good value. So what’s stopping you – join today.

Non Vat Registered Business @ £85+ Vat

Vat Registered Business @ £102+ Vat

Join online at www.discoverroyaldeeside.com and click on the B2B tab or please contact

the office on 013398 88770 or e-mail info@discoverroyaldeeside.com and we will be happy

to assist you.

Royal Deeside and the Cairngorms – The Birthplace of Scottish Tourism.

Spotlight on Tourism

Liz Johnston

Treasure Trails based in Stonehaven

www.treasuretrails.co.uk

Tourism includes lots of different of businesses, probably far more than you imagine. This

new regular “mini interview with” – helps highlight the variety and diversity of them - This

week we focus on a couple of the many activity providers in our area:

Liz Johnston of Treasure Trails based in Stonehaven

How did you start up in business - Having enjoyed a murder mystery Treasure Trail in

Glasgow I discovered from the website that nobody was writing Treasure Trails in the

Deeside area – the rest is history!

What motivates you – Positive feedback as the Trails are well received.

Favourite time of year and why - I enjoy the springtime as that is when I’m usually out

researching and writing new Trails – my favourite part of my job.

How long have you been in business - 5 years

What does the area mean to you - A fantastic mixture of towns and villages surrounded by

natural beauty. From mountain to sea!

What is the best thing about your job - I enjoy encouraging people to explore and learn more

about places on their doorstep and see them in a different light.

Spotlight on Tourism

Craig Westlake

Deeside Nature Activities based in Crathie.

www.deesidenatureactivities.co.uk

What made you want to go into the tourism – I derive great pleasure from seeing the joy visitors

get when experiencing the wildlife in this fantastic part of Scotland,

Who are you inspired by – Sir David Attenborough’s wildlife programs, seeing the varied

wildlife and the cultures of our planet.

Your proudest achievement to-date – Overcoming a seriously prolapsed disc and being fit

enough to set up in business and to compete at golf!

Challenges ahead in your businesses – Increasing the number of safaris I offer and find more

opportunities to show clients the species of wildlife they come here to see!

One thing to do before you are too old – Seeing a wild Polar Bear in its natural environment has

long been a goal of mine.

Favorite holiday destination - The Greek island of Lesvos is a fantastic place, scenery is

amazing and the hospitality wonderful.

Tourism Matters Scotland’s tourism industry maintains its position as one of the key contributor to the

nation’s economy. Overnight visitors generate in excess of £4.5bn annually and day visitors

contributed a further £6.2bn, giving a total spend close to £11bn (2011 figures)

It is easy to see why is a very important sector for the large number of small businesses who

work either directly or indirectly within the industry.

Tourism accounts for over 200,000 jobs, across 20,000 different tourism-related businesses,

while also feeding into other sectors such as food and drink, retail, transport and

construction.

Many of these are in rural areas, so it can be said that tourism helps less populated

communities to survive and prosper.

The months of July to September are the most popular for holidays in Scotland amongst

both UK and overseas visitors. However, business tourism is also a significant component of

the Scottish tourism market and accounts for around 20% of the total visitor spend.

Over the years visitor expectations are growing ever more sophisticated with a shift away

from individual tourism attractions and more towards rounded experiences, delivered to a

consistently high quality at each point of the customer journey.

There is now an aspiration to turn Scotland’s many tourism assets into the quality, authentic

experiences to match these visitor requirement and expectations.

Tourism Scotland 2020 is an industry strategy, led by the Tourism Leadership Group (TLG),

which aims to achieve and deliver on common goals for 2020 and beyond. Focusing on

Scotland’s opportunities, strengths and capabilities and identify priorities for action in order

to achieve an annual visitor spend of between £5.4bn and £6.4bn by 2020.

One of its main aims is to grow the value of key market opportunities around the "Home

Turf" being the UK, "Distant Cousins" USA, Canada etc. and "Near Neighbours" which is

Western Europe and also building capacity to capitalise on the emerging markets.

Through the themes of nature, heritage, activities, destinations, towns, cities, event, festival

and business tourism it is looking to improve the customer journey through key areas of

food, drink, transport, accommodation and digital connectivity.

Identified by the Scottish Government, a number of years ago were 6 keys destination areas

those being: Edinburgh, Glasgow, Loch Lomond and the Trossachs National Park, Royal

Deeside and the Cairngorms, St Andrews and Highland Perthshire.

Tourism continues to be an important industry especially for small businesses and has been

identified as one of the key sectors in the Scottish Governments economic strategy.

Locally Royal Deeside and the Cairngorms continues to work to improve the quality of the

visitor experience and to maximise the contribution which tourism makes to the area and

economy. We are currently planning a number of events and projects for 2013 and will be

holding our annual conference in early March. More details on this and the planned

activities for 2013 will follow in future features.

Tourism Buyers Flock to VisitExpo

17th & 18th April 2013

VisitScotland Expo is Scotland’s premier business to business travel trade event. Held at

Glasgow’s SECC, Expo offered the perfect opportunity for all companies with a Scottish

tourism product to showcase their products and services to potential buyers.

Royal Deeside & the Cairngorms as part of the Aberdeen City & Shire stand took this

opportunity to promote Royal Deeside and area in order to highlight the range of activities,

attractions and accommodation available locally.

As Expo is open to buyers from all sectors of the industry and all corners of the globe, it

attracts many different buyers and exhibitors. However with so many exhibitors and

delegates it was important to be able to stand out in the crowd. So following on from the

launch of the Victorian Heritage Trail, we decided to follow on with the Victorian theme and

sent Queen Victoria and Prince Albert to the event much to the amusement of both delegates

and other stand holders.

The event was a very busy affair over the two days and lots of information, business cards

and photographs were exchanged throughout the event. It was interesting to note that many

of the requests for information about Royal Deeside came for countries such as India, Russia,

Germany, Denmark, Greece, Hungary, USA, Canada and of course the UK.

According to experts, tourism growth in the future will come from emerging countries being

led by what is described as the BRIC countries, these being Brazil, Russia, India and China.

These countries are seen as representing very important and fast growing inbound tourist

markets.

Royal Deeside & the Cairngorms – The Birth Place of Scottish Tourism

Scotland’s Big 5

Copyright ©Lorne Gill/SNH

This edition we focus on the Year of Natural Scotland 2013. This year-long celebration aims

to showcase Scotland’s natural beauty, breathtaking scenery, delicious food and drink and

incredible wildlife. It is seen as ideal opportunity for both visitors and locals to become

immersed in all things Scottish. The message is whatever the weather or season, nature

trails, true wilderness and wildlife experiences are accessible and are an adventure at all

times.

Stunning landscapes and natural beauty set the scene for wildlife experiences in Scotland

and whether it is along the rugged coastline, in one of Scotland’s National Parks or Nature

reserves, on one of Scotland’s 790 islands or even in cities such as Edinburgh, Glasgow or

nearer to home Aberdeen - Scotland’s Big 5 are never far away.

So what are Scotland’s Big 5 – well they consist of the golden eagle, red deer, red squirrel,

harbour seal and otter, which are all indigenous and iconic species to Scotland and can be

found all over the country. Scottish Natural Heritage and VisitScotland have recently

launched the newest campaign under the banner of Year of Natural Scotland - Scotland’s Big

5 Wildlife Watching Challenge.

A brand new app ‘Scotland’s Big 5’ will be available from the SNH website and will give

information about the best places in Scotland to spot wildlife. Visit

www.snh.gov.uk/enjoying-the-outdoors/year-of-natural-scotland-2013 for more details.

So in this year of Natural Scotland, what’s stopping you pulling on that jacket and getting

out there into the great outdoors? Remember Tourism Matters.

Spotlight on Tourism

Rebecca Milne

Glendavan House, Dinnet

www.glendavanhouse.com

What made you want to go into the tourism - I chose to study Tourism Management thinking it

would enable me to travel the world and sit on beaches for the rest of my life!! I didn't realise that

getting into tourism would mean that I would never have a summer holiday again!

Who are you inspired by - Anyone who loves what they do so much that it shows.

Your proudest achievement to-date - Setting up Glendavan as a 5* business and maintaining it as

such for the last 6 years.

Challenges ahead in your businesses - Keeping up with increased customer expectations and

striving to exceed them.

One thing to do before you are too old - You are never too old!!

Favourite holiday destination - Anywhere the sun is shining, the wine is cheap and the company is

outrageous!

Spotlight on Tourism

Susan Bell

Glen Lui Hotel, Ballater

www.glen-lui-hotel.co.uk

How did you start up in business – I have always been interested in business and finance, so when

my husband Gordon retired we bought a hotel in the Borders which we ran for 7 years before moving

to Ballater.

What motivates you – Meeting new people and welcoming back old friends.

Favourite time of year and why – The Spring when everything starts taking off.

How long have you been in business – 15 years in the hotel industry.

What does the area mean to you - It’s a wonderful place to live surrounded by such a special

landscape.

What is the best thing about your job – Welcoming the visitors arriving from all over the World

and not having to commute to work.

Spotlight on Tourism

Nicola Henderson

Woodend Barn

www.woodendbarn.com

What made you want to go into the tourism - Always been passionate about the arts and have a

desire to help support/develop a cultural tourism offering.

Who are you inspired by – Emma Nicolson, director of Atlas Arts on Skye, who is creating a

wonderful programme working with local artists and attracting visitors to the area. She’s got

the balance just right and I’m inspired to do the same for Deeside

Your proudest achievement to-date – Securing an Ed Ruscha exhibition at Timespan (previous

job) in partnership with Tate Modern and the National Galleries of Scotland.

Challenges ahead in your businesses – Economic times are still hard, so external funding and

sustaining audience levels can be a challenge.

One thing to do before you are too old – Get to Nepal and climb to Everest Basecamp!

Favorite holiday destination – Love travelling, but probably Vietnam for its people and varied

landscape.

Spotlight on Tourism

Russell & Laura Hogg

Aboyne Photographics

www.aboynephotographics.com

How did you start up in business – After studying Professional Photography & Imaging at

Aberdeen we decided to set up the business.

What motivates you- Seeing the effect our photographs can have, as it’s an amazing feeling to

see something you have created being cherished by so many.

Favourite time of year and why - Every season has its benefit but would say spring as it’s lovely

to see the landscapes change and the wildlife flourish.

How long have you been in business - Started the business in early August 2008.

What does the area mean to you - Always new places to visit, explore and with so many places

to stay, eat and enjoy the area means a great deal to us.

What is the best thing about your job - Getting to meet so many wonderful people, each day is

different and photography truly is a rewarding profession.

Opportunities for Cycle Tourism

Scotland should be branded as a must visit destination for cycle tourism,

according to a new report by a leading transport campaign group.

Transform Scotland recently launched the report 'The Value of Cycle Tourism', which

sets out the multi-million benefits to the Scottish economy from cycle tourism.

Transform Scotland is the national sustainable transport alliance, bringing together rail,

bus and shipping operators, local authorities, national environment and conservation

groups, businesses and local transport groups .

Cycle Tourism in Scotland – Photograph by Sustrans

According to the 'The Value of Cycle Tourism' report the total value of cycle tourism - by

residents and visitors, touring and leisure cycling - in Scotland is up to £239m per year.

This figure is significantly higher than previous research suggests and Transform Scotland says

there is massive scope for growth to make leisure cycling one of Scotland’s top tourism activities.

In the report, published in partnership with Sustrans Scotland, Transform sets out

recommendations for unlocking the economic potential of leisure cycling, including promoting

leisure cycling to a wider range of groups and supporting marketing of routes particularly in

rural areas of Scotland. While Scotland has built up a reputation for mountain biking, much more

could be done to brand Scotland as a 'must-visit' destination for cycle tourists and leisure trips.

From family day-trips to one day cycle events to long distance tours it is clear that there are a

range of opportunities for cycle tourism especially here in an area such as Royal Deeside,

Donside and surrounding locations.

Accommodation providers, event organisers, cycle tour operators and food & refreshment

facilities, could all benefit.

Outdoor pursuits, such as cycling, play an important part in Scottish tourism and this year as we

celebrate the Year of Natural Scotland there is no better time to appreciate the beautiful landscape

on our doorstep. Remember Tourism Matters!

For more details about Transform Scotland visit - see www.transformscotland.org.uk

Spotlight on Tourism

Sandra Stewart

Castleton Cottage Self Catering

www.castletonbraemar.co.uk

What motivates you – Braemar is a fantastic place to live and I am passionate about this

area, so I hope I pass that on to the visitor.

Favourite time of year and why – Autumn, as the colours are incredible, and slightly less

busy, so have more time to enjoy walking, photography, certain art groups, more me time.

How long have you been in business – Only 1 year, but have seen a lot of visitors during that

time, I am open all year, and am full most of the time.

What does the area mean to you – This area means so much, the wildlife, scenery, peace &

quiet and I enjoy making visitors feel welcome and for them to have a good experience.

What is the best thing about your job – Not having far to go to work, a few steps and I’m there.

Spotlight on Tourism

Philippa Davie

Perkhill Holiday Cottages

www.perkhillholidaycottages.co.uk

What made you want to go into the tourism industry- Wanted to diversify our farming business

by converting redundant buildings on the farm into holiday lets, to provide affordable and

comfortable accommodation.

Who are you inspired by – my parents as they have both always worked hard and support me

in all our projects.

Your proudest achievement to-date – being ranked as number 1 on Trip Advisor of lodges near

Banchory with 23 ‘excellent’ reviews after only 1 year of starting the holiday let business.

Challenges ahead in your businesses – to keep on maintaining and improving the quality of our

guests’ experience and to complete the indoor heated swimming pool.

One thing to do before you are too old – travel the world with my husband in style!

Favorite holiday destination – The Maldives.

Find out more about Tourism Matters by contacting the Royal Deeside Office

Tel 0133398 87780

No 7. The Business centre,

Huntly Road,

Aboyne,

Aberdeenshire

AB34 5HE

Info@discoverroyaldeeside.com

www.discoverroyaldeeside.com