Destination Management Critical Success Factors Rheolaeth Cyrchfan Ffactorau

Destination Management: Critical Success Factors Rheolaeth Cyrchfan: Ffactorau Llwyddiant Allweddol • Shared goal – respect for different objectives Rhannu nôd – parch tuag at wahanol amcanion • • Partnership Partneriaeth Trust, cooperation Ymddiriedolaeth, cydweithrediad Sustained commitment Ymroddiad parhaus Market understanding and focus: Dealltwriaeth a ffocws marchnad: Ø Who - segments? Pwy – segmentau? Ø Why - motivation & values? Pam – cymhelliad a gwerthoedd? • Resources: human + financial – esp. start-up Adnoddau: dynol + ariannol – yn enwedig rhai cychwynol • • Regular, effective communication Cyfathrebu cyson ac effeithiol Monitoring & honest feedback Monitro ac adborth gonest

• Aviemore + Cairngorms: “Scotland’s Natural Adventure” “Antur Naturiol yr Alban”

“Scotland’s Winter Paradise” “Paradwys Gaeaf yr Alban” • The Problem: Ski decline – 70% in 20 years Y Broblem: dirywiad sgio – 70% mewn 20 mlynedd

• The Problem: Skier Days 1986 -2009 Y Broblem: Dyddiau Sgio 1986 -2009 1988 2009 = c. 15% of 1988 peak

“Scotland’s Winter Paradise” = winter only “Paradwys Gaeaf yr Alban” = gaeaf yn unig “Scotland’s Natural Adventure” = year-round “Antur Naturiol yr Alban” = trwy’r flwyddyn

“Scotland’s Natural Adventure” = yearround “Antur Naturiol yr Alban” = trwy’r flwyddyn

“Scotland’s Natural Adventure” = yearround “Antur Naturiol yr Alban” = trwy’r flwyddyn

Lessons: Gwersi • Brand = big idea – “Scotland’s Natural Adventure” Brand = syniad mawr “Antur Naturiol yr Alban” • Critical mass of medium-large businesses: Crynswth allweddol o fusnesau canolig a mawr: Ø Gwestai Mac. Donald Hotels Ø Gwesty’r Hilton Hotel Ø Ystâd Rothiemurchus Estate Ø Mynydd Cairngorm Mountain Ø Llety Glenmore Lodge – Scottish National Outdoor Training Centre Canolfan Hyfforddiant Awyr Agored Cenedlaethol yr Alban • Commitment by local leaders/ambassadors Ymrwymiad gan arweinwyr/ llysgenhadon • Results focus – target bednights Ffocws ar ganlyniadau – nosau gwely fel nôd

Lessons: Gwersi • Emphasis on branding & marketing (PR, web, social media) Pwyslais ar frandio a marchnata (CC, Y Wê, cyfryngau cymdeithasol) • Skills base – outdoor Sylfaen sgiliau – awyr agored • Public sector support (c. £ 120 k – 50/50) Cefnogaeth y sector gyhoeddus (c. £ 120 k – 50/50) • “Anchor tenant” “Deiliad angorol” • Community on board – shoe leather Y gymuned yn rhan – lledr esgid • Link to Visit Scotland national strategic framework (sub-sectors: golf, activities, wildlife, attractions) Linc i fframwaith strategol genedlaethol Visit Scotland (is-sectorau: golff, gweithgareddau, bywyd gwyllt, atyniadau) • Leisure and conference sectors Sectorau hamdden a chynadledda

Prifle Awyr Agored • Lochaber/Fort William: “Outdoor Capital of the UK” “Prifle Awyr Agored y DU” http: //www. outdoorcapital. co. uk/

Prifle Awyr Agored • Events: Digwyddiadau Ø Mountain biking: UCI Mountain Bike World Cup – rounds since 2011 & World Championships in 2007 Beicio mynydd: Cwpan y Byd UCI – cymalau ers 2011 a Phencampwriaethau Byd yn 2007 Ø Adventure Racing World Championships (2007) – bike, hike, swim, canyoning, climbing Rasio Antur Pencampwriaethau Byd (2007) – beicio, heicio, nofio, ceunantio, dringo Ø Orienteering Cyferiannu • From no ski to ski plus! – Nevis Range O ddim sgio i sgio+! Mynyddoedd Nevis • Films: Ffilmiau: Ø Braveheart Ø Highlander Ø Harry Potter Ø Rob Roy

Prifle Awyr Agored • “……. it’s the atmosphere that puts Fort William in front, year after year” “…. yr awyrgylch sy’n rhoi Fort William ar y blaen, blwyddyn ar ol blwyddyn” http: //fortwilliamworldcup. (201 co. uk/ 2)

Prifle Awyr Agored

Prifle Awyr Agored

Prifle Awyr Agored Lessons: Gwersi • Brand = big idea – “Outdoor Capital” Brand = syniad mawr – “Prifle Awyr Agored” • Activity – youth emphasis / adrenalin sports (cf. Queenstown) Gweithgaredd – pwyslais ar ieuenctid/ chwaraeon adrenalin (cf. Queenstown) • High profile events – reflect brand / “sense of place” Digwyddiadau proffil uchel – yn adlewyrchu’r brand/”naws y lle” • Commitment by local leaders/ambassadors Ymroddiad gan arweinwyr lleol/llysgenhadon • Year-round Rownd y flwyddyn

Destination Management: Critical Success Factors Rheolaeth Cyrchfan: Ffactorau Llwyddiant Allweddol • • • Shared goal – respect for different objectives Rhannu nôd – parch tuag at wahanol amcanion r Partnership Partneriaeth bra iad maw nd Trust, cooperation Ymddiriedolaeth, cydweithrediad yn edig odd ea S parhaus ymr Sustained commitmentid Ymroddiad and wyr a ffocws marchnad: l br ein ig edo Market understanding and focus: Dealltwriaeth w • B mun s Ar y Ø Who - segments? Pwy – segmentau? ader ad c d le lymi Ø Why - motivation & values? Pam –tcymhelliad a gwerthoedd mitte Ymg Comhuman + financial – esp. start-up Adnoddau: dynol + men • e • Resources: volv ariannol – yn enwedign ity i cychwynol mun communication Cyfathrebu cyson ac effeithiol • Regular, m • Co effective • Monitoring & honest feedback Monitro ac adborth gonest