World-class destinations
| Frequently in the jargon-filled world in which we live in, a phrase comes along and gains almost universal currency overnight. All too often - despite the meaning being fuzzy to many people - the phrase is used without its definition being pinned down. In tourism, it could be argued, one such phrase that we hear is world-class destinations. Without a doubt the Highlands and Islands are well endowed in this respect. But what are the defining characteristics of a world-class destination? Among the notable attributes are: • Iconic landscape and scenery • Built heritage • Distinctive culture, food and drink • A clean, safe environment • Special cultural and historic facilities • Distinctive architecture • Hosting of major international events • Water • Ease of access and good communications • A range of accommodation • A range of outdoor activities and attractions With the obvious massive potential of the Highlands and Islands in this respect, HIE has identified world-class destination development as one of the main planks of its tourism strategy. Experience in countries such as Ireland and New Zealand clearly demonstrates that business leadership in selectively developing major destinations creates benefits. Through the process of business collaboration these benefits accrue not only to the immediate destination, but also for the surrounding area. In partnership with a variety of tourism industry organisations, HIE is working to support a number of potentially major destinations in the Highlands and Islands. While some of the possible locations may not be able to aspire to full world-class destination status, collaborations on smaller projects in the more remote and rural areas will stand to benefit substantially too. Developing world-class destinations involves integrating a number of different components and collaborative working by tourism businesses to build the critical mass necessary. In effect, a destination and its environs striving to become greater than the sum of its parts. New ways of working – and thinking – are therefore required. But it is by no means an impossible task as witnessed in other countries. On a global scale, destination management has been pinpointed by the World Tourism Organisation as being key to sustainable tourism development. In 2005 an international benchmarking study examined 15 world-class destinations in six countries and concluded that in each a strong destination management organisation (DMO) provided the lead and coordination to develop tourism. In Scotland, we have set a target to grow tourism spend by 50 per cent over the next 10 years. In order to achieve this in the Highlands and Islands, HIE is concentrating its strategy on three key areas. These three key strategy elements are Business Leadership and Productivity, World Class Destinations Development, and Internationalisation. |