Angus Tourism Impact Report 2022

Impact Report

2022

Introduction

The Angus Tourism Cooperative (ATC) is the collective voice of local businesses and organisations involved in the tourism sector in Angus, Scotland.

The ATC works to promote collaboration between local businesses, communities and organisations to develop and deliver new opportunities for tourism.

Who we are

We are representatives of the businesses, groups and organisations that operate within the tourism community in Angus. We provide the services that visitors to the area need. We work at the attractions and in the restaurants, accommodations and shops that provide service to visitors and locals in Angus We have a vested interest in the success of tourism If tourism flourishes, our businesses and communities flourish

Mission

The purpose of the Cooperative is to work collaboratively to improve the tourism offer in Angus and topromotetheareaasavisitordestination

Actions

Providing an informed and influential voice for Angus tourism at a regional and national level Encouraging and supporting individuals to undertake leadership roles ensuring continuedgrowthandincreasedcapabilitiesofthememberstosupporttourism

Industry Leadership

Enabling networking and peer support

Creating and facilitating regular events and other opportunitiesformemberstoconnectandengageinbusinesssupport

Collaboration and engagement – Foster and nurture opportunities for members to work together onactivitiesthatenhanceourmembersproductsandservices.

Contribute to and support the delivery of the Angus Tourism Strategy – Members work in partnership with stakeholders to develop and lead on the contribution to working groups in the deliveryofthestrategyandplan

Inspiring innovation and business growth – Sharing and showcasing examples and stories of successtodevelopAngustourism

Ourvisionistobeathrivingmembershiporganisationworking togetherforthebenefitoftourisminAngus

Objectives and Activity

ATC will provide an informed and influential voice for Angus tourism at a regional and national level.

Industry Leadership

Encouraging and supporting individuals to undertake leadership roles ensuring continued growth and increased capabilities of the members to support tourism

Increase ATC engagement with National Bodies.

Identify priority AC projects/collaborative opportunities and partners

Support initiatives to promote tourism as a career choice.

Devise and deliver an Angus Leadership development pilot programme with clear aims/objectives

Investigate the opportunity for an Annual Leadership Award

Enabling Networking & Peer Support

Creating and facilitating regular events and other opportunities for members to e in business support.

ATC recruitment campaign to include networking opportunities; include non-tourism groups e g food producers, retail, communities

Implement a programme of activity to increase knowledge of the Angus tourism offer amongst industry

Sourcing funding for organising regular events for our members in order to help them grow.

Collaboration & Engagement

Foster and nurture opportunities for members to work together on activities that enhance our members products and services.

ATC Communications Plan to promote membership successes and benefits

Collaboration and Engagement

Develop an annual plan of collaborative activity.

Set up a sign post to enable ATC to showcase Angus’s tourist events.

Support The Delivery Of The Angus Tourism Framework

Membersworkinpartnershipwithstakeholderstodevelop andleadonthecontributiontoworkinggroupsinthedelivery ofthestrategyandplan

Ensure that the leads from each thematic group will communicate their developments to the main group

Find funding to increase communications between groups and members.

Inspiring Innovation & Business Growth

Sharing and showcasing examples and stories of success to develop Angus tourism

Encourage increased ATC member participation in the Thistle Awards

Sharing news and success to other members through meetings and via newsletters

Organise annual "Ted Talk" type meetings

Arrange local familiarisation visits, co-ordinated by ATC

Source funding to promote the ways to grow business to the members

"I quit my job, started a business in mething completely new in Scotland by wing my gut instincts. My background is griculture no the food industry so when meone said to me, you should become a ber of Appetite for Angus as they will be le to help you I jumped at the chance.

e then I have been invited to networking ts with other local businesses, to attend markets that I wasn’t aware of and they wrote a blog about Hemp it Up and put it eir website. Sometimes you just need to k to one key person that believes in you nd this can open many doors. I really reciate the help and support I have had A4A and ATC so far and look forward to the year ahead."

Alison Easson, Hemp it Up

Industry Challenges

COVID

Businesses within the tourism sector have had a number of challenges to face over the past year The continued impact of the Global pandemic on the tourism sector has been noticeable Many continue to struggle with recruitment challenges, which has affected the entire industry

Cost of energy

The rise in energy costs across the country has hit businesses incredibly hard. From our discussions with businesses, many have stated that their energy bills have tripled as a result One member, running a successful hospitality business stated "Right now it is not about making money but just keeping our heads above water. I don't know how other businesses who aren't as busy are going to survive."

Cost of living

On top of the cost of energy, the overall cost of living has increased for everyone Businesses and the public have both been seriously affected In particular, the price of food and raw materials has gone up. This has not only affected members directly but has also led to a decreased footfall for many due to the crisis affecting public and reducing their disposable income.

Short-term lets legislation

A major challenge that self accommodation providers have been affected by is the Short-term lets legislation. We have been in touch with a number of our members who are affected by the legislation, the majority have been struggling with many aspects of it and one member has potentially had to close as a result A quote from them is included in the testimonials section

Planning consent

Several members have been affected by the challenges of surrounding planning consent as they try to make positive changes to their businesses. The have expressed confusion over the process, sourcing information and timelines involved.

"We've really loved our eight years of accommodation provision - we've met people from all over the world, who've been in sorts of circumstances, and who've contributed to our fragile local economy in many ways. But it's impossible to continue. I'm hoping to write to the Scottish Government to explain how devastating their poorly thought-out policy is to a micro-business like ours and in turn to rural economies

we should ever find ourselves able to return to the industry in this area, we'll be very grateful indeed for the truly excellent services offered by ATC, and the other local and nationwide tourist bodies. You've been absolutely superb."

Susan

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Storrier, The Crandard B&B

Initiatives of the ATC

The ATC operates by supporting special interest groups connected to tourism. At least one board member supports each of these groups with help from the Development Worker and Membership Coordinator.

FlourishingDestinations

What began as an AngusLEADER transnational cooperation project with Romania and Belgium has seen a lasting legacy for Angus. The project in Angus had to come to a premature end due to Brexit, however the positive impact resulted in SenScot providing funding for the pilot project on Community Led Tourism in Brechin ATC recently welcomed the Romanians to Angus as well as making a trip toBelgium.Thelinksarestillgoingstrong.

"We continue to be led by the needs and requests of our membership. Having the capacity to respond quickly and effectively to our membership is key to tourism thriving in Angus. Our subgroups are the perfect mechanism to allow the active members of the ATC to drive activity in their areas of interest. Each of these sub groups has made significant impact in Angus. We would also welcome engagement from new businesses and individuals in each of these groups."

Alison Elliott - Director

Angus Outdoor Adventure

The ‘Angus Outdoor Adventure’ working group has been established by a collaborative of Angus Tourism Cooperative members with an interest in developing Angus’s reputation as a must visit Scottish outdoor destination The established cooperative has provided a setting to develop bookable experiences and marketing opportunities which contribute to the delivery of the Angus Tourism Framework

"The ‘Angus Outdoor Adventure’ initiative continues to grow in numbers an in ambition Putting Angus firmly on the map, as a top Scottish destination to enjoy the great outdoors, at any pace and at anytime of year, drives collaboration via the working group, now almost 30 in number A dedicated web presence was created in 2022 and 2023 plans include, developing bookable products, multiparter opportunities and securing funding to progress the groups aims and alignment to local and National Tourism priorities "

Kelly Ann Dempsey - Group Lead

Appetite for Angus

Appetite for Angus (A4A), is a network of food and drink businesses who are working together to promote what the area has to offer, to ensure everyone has access to local food, and to collaborate, supporting and helping each other The group covers all parts of the food chain

farmers, primary producers, wholesalers, retailers, café owners, restaurateurs, and professional services They all have one thing in common – a passion for good, local food which they want to share with everyone.

"“A4A has achieved so much for producers across Angus As a small business it’s encouraging to be part of a larger network They have provided real support and an opportunity to collaborate with other producers in the region I’ve been able to link start ups into the network and they’ve found it incredibly useful. A4A have introduced us to experts in the field which as a small business we wouldn’t have been able to access. I am proud to be part of a growing food and drink movement in Angus which has been primarily facilitated by A4A”

Michelle Porter - Balhungie Berry Farm

DogFriendlyAngusandDundee

Dog Friendly Angus and Dundee promote Angus as a dog friendly destination, educate businesses on how to be dog friendly, engage with influencers locally and UK wide and createanddeliverdogfriendlyeventsandinitiativestolocals andvisitorsalike

Angus is ideally placed to beneift from the tourism economy. Engagement with the ATC represents an opportunity to advance tourism in Angus with a collective voice. ATC leads by example, advocating from a business perspective and from a community base. National Trust for Scotland is proud to be engaged as a memebr of the ATC

Scott Byrne - Operations Manager for Angus, National Trust for Scotland

Brechin Community Led Tourism

Brechin has been selected for a pilot project on Community Led Tourism, this is as a direct result of ATC successful delivery of a Flourishing Destinations project The BCLT project is funded by SenScot and will see £80k of funded tourism projects for the town The funding has also enabled a project worker to be contracted for one year.

Measuring our Impact

Industry Leadership

Our board is compiled of a cross section of industry leaders, volunteering as directors of our cooperative. They have a broad range of skills and interests that they use to support the work of the organisation

The continued added capacity in 2022 of funded posts, of a development worker and membership coordinator, has seen an increase in membership, greater engagement with members and a substantial improvement in stakeholder engagement.

Each of our initiatives also allow the key individuals in different thematic areas to come to the front and drive change or development where and when needed

"Angus Tourism Cooperative is an organisation that has grown out of a carefully developed local tourism strategy and has become an invaluable grass roots network; run by those that work in the tourism industry in Angus so therefore able to genuinely represent the sector.

This very specific range of experience provides the trusted status that ATC has and is the strong foundation upon which their ongoing development work is achieved."

Lucy Byatt, Hospitalfield House

Key Indicator Evidence

Increase business engagement

Increase number of individuals in leadership roles

Increase awareness of Angus as a destination with active tourism businesses

Improve engagement levels of existing and identify new opportunities

Promote tourism as a career choice

Activities

Events and meetings

Links with national partners

Links with local stakeholders

Training and education

60+ Leadership meetings of the ATC and associated initiatives

25 tourism framework group meetings

12 meetings with VisitAngus & Ec Dev Represented our Members at meetings with

27 national partners

32 local organisations

Regular correspondence and collaborative work with over 27 national bodies; including SF&D, STA and VisitScotland

Invited to join Cairngorm's tourism partnership contributed to the Angus Cultural strategy

3 new individuals participating in Framework

52 regularly engaging businesses Newsletter regularly update industry with training opportunities and webinars.

Visited 3 schools to promote tourism as a career choice

Enable networking and peer support

Key Indicator

Increase engagement and improve Angus visibility in Scotland

Increase knowledge of tourism in Angus

Increase collaborative activity and promote successful peer support

Activities

Member Meetings

Fam Events

Peer to Peer introductions

Online Huddles

Delivery of ATC Initiatives

Evidence

1 online huddle

12 in person member and networking events

Online AGM with 45 participants

38 direct peer to peer introductions made

9 participants in online huddle

72 participants at in person member events

A key element of the ATC is facilitating opportunities for members to connect with one another and engage in local business support. As can be seen in the table, this year there has been several opportunities provided to members to engage with one another in person On top of this, our Development Worker and Membership Coordinator have been making a conscious effort to link businesses, organisations and individuals with one another, where they see opportunities for business growth and collaboration

The support provided, particularly in our very early days was brilliant! Their Development Worker came to see us several times and was extremely positive about what we are doing which, when you are a one of a kind business, was really important to us

Gordon Carr - Rewaco Trikes

"Being a member of Angus Tourism Cooperative has been very helpful for Rottal Events & Accommodation We regularly hold pop up events & makers markets in our Steading and these events have been shared by Angus Tourism Cooperative on their social media pages, helping to spread word and attract more visitors Several members of Angus Tourism Cooperative and Appetite for Angus attend our pop ups as either market stallhodlers or suppliers of food or drink to our café and it’s great to all be invested together to help each other with the county of Angus."

Louise Small - Rottal Events & Accommodation

Collaboration and Engagement

With a priority to foster and nurture collaboration and engagement members have had the opportunity to attend networking events both in person and online Regular newsletters and updates on our website and social media channels highlight activity and events across the sector, with the potential for working together All members have access to one to one connections with our membership coordinator and development worker, as well as each other

“Through our membership of ATC, we have met new, or further developed existing relationships with local suppliers of food and drinks and operators of tourist attractions and events venues. This has led to us stocking more local produce and looking at ways to encourage our guests to visit local attractions which are often overlooked and we have benefitted directly from some attraction and venue operators recommending or in some cases, making direct accommodation bookings with us for their visitors

I see the ATC as a means of bringing together a diverse group of individuals with common aims which could not have been achieved otherwise”.

Allan James, Park & Links Hotels

Key Indicator

Identifying and meeting needs of members

Increase member engagement

Increase member knowledge

Increase number of members

Activities

One to one meetings

Member Newsletters and Surveys

Website and Social Media Manage Active Membership

Member Meetings

Online Huddles

Peer to Peer Introductions

Evidence

273 meetings with existing members

60 meetings with prospective members

13 Newsletters with an average open rate of 56 4% (increase of 3 6%)

34 other email campaigns

79 Increase in Twitter

followers to 819

Linkedin increased by 181 followers up to 333

Facebook group up 19 to 156 Facebook page likes from 228 to 337 with 479 followers

Website continually updated

145 members in December 2021 to 184 in December 2022

Engagement Levels increased across all activity

Contribute to and support the delivery of the Angus Tourism Framework

Working with partners we lead, support and develop the working groups of the tourism framework for Angus. The current framework runs from 2019 to 2024. In November 2018, over 30 stakeholders, including the ATC, local businesses, VisitScotland, Angus Council and the Scottish Tourism Alliance, met to discuss a revised tourism framework for Angus A steering group made up of representatives from a variety of sectors was formed to develop the new framework As the industry body for tourism in Angus, we were keen to identify specific activity we could drive forward.

The aims of the framework are:

To have an industry-led, collaborative approach to identifying opportunities for growth and for delivering support.

To harness the positivity and ambition of local communities to share their pride of Angus with visitors

To gather data to enable all businesses to better understand current and future markets in order to meet and exceed their expectations.

To deliver innovative and inspirational products and experiences for all visitors to Angus

To raise the profile of Angus locally, nationally and internationally in order to attract more visitors to the area.

Key Indicator

Increase tourism offer in Angus

Increase profile of Angus as a tourist destination

Increase number of visitors in Angus

Activities

Delivery of projects within the Framework

New markets and trading opportunities

Managing the delivery of the Framework

Evidence

Collaborative projects delivered and continually promoted. Ask Angus, Angus Tour, Arbroath Smokie Trail 77 Ask Angus folders delivered to businesses

Increase of businesses engaging with Framework delivery

Increase in social media engagement across Visit Angus channels

Increase in visitors to Visit Angus website

Our vision for Angus Tourism Framework: ‘To work together with pride and passion to create, deliver and share inspirational experiences for all visitors to Angus

Working in partnership with Angus Council

The Angus Tourism Cooperative maintains and important connection between their Members and Angus Council. The constant communication between from our Board, Groups and Development Workers enables proactive support and delivery of projects across a wide variety of initiatives.

Our joint input as partners into the following projects has been integral into achieving results

The Ask Angus Visitor Information Project

MyAngus - Local community Pride of Place marketing campaign

Strategic Tourism Infrastructure Plan Cycling Roadshow and Community Cycling Fund (helped achieve funding for Angus)

Sustainable Food Places (helped achieve funding for Angus)

Regional Food Group - Appetite for Angus (helped achieve funding for Angus)

Brechin Community Led Tourism Project

Travel trade - supported Angus Council in the delivery of a visit to Angus in November

Tay Country regional marketing and Tay Cities Leadership Groups Refocussing work of Carnoustie Country

Supporting the work of Developing the Young Workforce

Angus Rural Partnership Funding for Outdooe Adventure (helped achieve funding for Angus)

“I have been continually encouraged and impressed by the leadership capabilities of the ATC, and their resilience and determination during challenging times, to commit to delivering on their priorities and to effectively engage and represent their growing membership, locally and beyond They really have helped put Angus on the map! The need to work together has never been greater and the willingness of ATC to work collaboratively and to always put themselves forwards for the benefit of the wider tourism community, is much noted and hugely valued ”

Jane Taylor - Angus Council

Inspiring Innovation and Business Growth

As a membership organisation, we are always aiming to help our members and local businesses thrive. Helping inspire innovation is one way that this is done. There are several examples of members who have innovated and grown their business following their experience working alongside the ATC Some of these have been off the back of the ATC’s working groups such as the Flourishing Destinations Project, and the Outdoor Adventure Group, who the ATC supports

The Angus Tourism Cooperative, and Appetite for Angus in particular, have really supported and helped us to deliver and promote the local produce we love to our customers. They work to provide a network and casual infrastructure between local businesses allowing us to work more easily together and cultivate tourism business in our region We worked closely together for the Great Angus Dinner in 2022, which was a celebration of all that Angus has to offer and it simply would not have been possible without the connections and initiative provided by the ATC

Helen Margaroli - Rae's Restaurant

Key Indicator

Increase tourism offer in Angus

Increase business growth

Increase business innovation

Increase capacity of ATC

Activities

Supporting Working Groups Training Sourcing Funding

Peer to Peer Introductions

Project Delivery

Evidence

AC/ATC Travel Trade Networking Event - 12 UK wide attendees

Angus Rural Partnerships

funding secured for Angus Outdoor Adventure project

Funding secured for A4A, (Regional Food Fund & Regional Sourcing Scotland Event)

Funding secured to set up a Sustainable Food Group, project is ongoing

3 A4A Markets delivered including an area at Strathmore Highland Games

'The Great Angus Dinner' delivered with great success, publicised the importance of using local produce

Delivery of Tourism Framework

Delivery of ATC Initiatives

Conclusion and Next Steps

Our priorities for the year ahead remain focused on our purpose as an organisation and the positive impact we bring by Angus by working together. We can now see the benefits to our industry and community and in 2023 must now focus on securing long term funding to build the capacity of our organisation and our members.

Increased awareness of Angus as a tourism destination

Business growth and development

Organisationalcapacity

Continue to work with Local and National Stakeholders Support the delivery of marketing campaigns. Supporting members to engage with the travel trade.

Increased training opportunities

Collaborative working New routes to market Engagement with marketing campaigns

Source funding to enable continuity of current activity.

The activity by the ATC over the last 12 months has been impactful and through our funded positions the cooperative members and the wider conmmunity have benefited Increased collaboration and engagement of members, wider stakeholder engagement, project delivery and increased visibility of Angus as a destination have all featured as positive results of their work.

1. Our Members

We are only as strong as our members. We aim to have a large, representative and engaged membership. Help us make it happen.

https://www angustourism co uk/our-members/

3. Active Initiatives and Working Groups

Ensure well attended and proactive working groups and delivery of successful outcomes from our initiatives

2. Support the Angus Tourism Framework

Ensure meaningful collaboration with stakeholders and delivery of the Framework

The Board, Team and Partners

Contact Us

Alison Elliott, Chair

contact@angustourism co uk

To find out more about our initiatives please see: https://www.angustourism.co.uk/initiatives/

More information on our Board of Directors can be found: https://www angustourism co uk/about-us/

A full llist of our Members can be found: https://www angustourism co uk/our-members/

Twitter - @AngusTourism

Facebook - @angustourism

LinkedIn - Angus Tourism Cooperative