Future leaders of Scotland’s tourism destinations are benefiting from a unique programme by Scottish Enterprise which has been piloted in urban and rural locations.
The Destination Leaders Programme [DLP] supports industry professionals, helping them to undertake leadership roles within their destinations. The programme is a first in Europe and by May 2015 thirty eight individuals will have graduated. Scottish Enterprise and Highlands and Islands Enterprise are currently working with industry across Scotland to identify future demand for the programme.
Following the completion of the two-year pilot scheme, delivered in partnership with the always creative Edinburgh Napier University in three locations –
- Edinburgh
- St Andrews
- Argyll and the Isles
– the programme is expected to be extended to more Scottish destinations.
The programme underpins the successful delivery of the national tourism strategy, Tourism Scotland 2020, which highlights that strong, effective leadership is essential if the sector is to meet its ambitious growth targets.
Programme participants learn from visiting international experts in destination development including the Head of Vienna Tourism, the Chief Executive of Destination Melbourne and Professor Brian King Associate Dean of Hong Kong Polytechnic University [and Visiting Professor at Edinburgh Napier University] – alongside exemplars of best practice from closer to home such as Franck Arnold, GM of Edinburgh’s iconic Balmoral Hotel.
Danny Cusick, Scottish Enterprise Sector Director, Tourism, says: \Tourism is vital to our economy, supporting more than 200,000 jobs across the country and attracting over 15 million overnight trips worth more than £4.6bn annually to Scotland.
‘Tourism is a highly dynamic industry and as consumers and visitors become increasingly sophisticated in their tastes, to perform on a global stage and deliver long lasting economic, cultural and social benefit to Scotland, we need to invest in developing our industry leaders. The DLP focuses on making sure that these key individuals have the knowledge, skills sets, networks and confidence to make big decisions which will create long lasting benefit.
‘A powerful aspect of the programme is the creation of a strong alumni group of ‘Destination Leaders’ within the destinations who will help drive forward strategy at a local level.’
The six month long DLP programme encourages students to step outside of their own business to develop additional skillsets centred on destination development best practice and to make a wider contribution to tourism in their area.
The programme involves:
- five days of workshops exploring areas such as destination development, marketing and promotion, the customer journey, sustainability, influencing policy agendas and the digital economy;
- three residential weekends focused on individual, business and destination leadership – equating to one hundred hours of contact between the participants and Edinburgh Napier University;
- and a group project addressing a current challenge or opportunity for their destination.
Programme participants graduate with an Executive Certificate in Destination Leadership.
Cathy Craig, Commercial Director, Calmac Ferries and one of the first graduates of the programme, says: ‘The Destination Leaders Programme delivers a mixture of opportunities to analyse your own leadership style, hear best practice destination development from around the world and to work with tourism colleagues to improve your own destination perception and ultimately visitor numbers.
‘I’ve had the opportunity to hear, see and apply examples of how different experts have developed their destination. Through the application of different themes I have understood how I can improve the positioning and success of our destinations. For example, the experience of the customers’ journey is vital in driving repeat visitors; leadership style can compel businesses and stakeholders to get involved with developing the destination; and innovation can be used throughout the destination development.
‘Anyone serious about delivering Scotland’s 2020 tourism vision should apply for this course.’
The DLP pilot programme was developed in partnership with Edinburgh Napier University and delivered by the Edinburgh Institute – the commercial arm of Edinburgh Napier University’s Business School – in partnership with Scottish Enterprise.
Graham Birse, Director of the Edinburgh Institute, says: ‘Almost 40 industry leaders from Edinburgh, St Andrews and Argyll have completed or are about to complete the Destination Leadership programme.
‘Two consistent and valuable themes emerge from their feedback, firstly, the strong sense of community and partnership that the programme engenders; and secondly the insights into leadership provided by the quality of speakers from other destinations or sectors.
‘There is no doubt in my mind that continued investment in DLP will underpin continuous improvement in the quality of the visitor experience across Scotland.’
National conference running in Glasgow now
The annual Scottish Tourism Week national conference is organised by the Scottish Tourism Alliance. Over 500 decision makers from hotels, restaurants, visitor attractions, tour operators, transport operators, banks, local authorities and key public agencies attended the conference in 2014 to network and discover the latest in the world of tourism from influential speakers.
This year’s Signature Programme runs from 3rd-5th March with the entire industry descending on Glasgow for three days to attend six essential events.
