Glasgow Caledonian University (GCU) is hosting a unique event during Scottish Tourism Week (March 15-23) exploring ways to grow visitor numbers in 2017 – Scotland’s Year of History, Heritage and Archaeology.
The ‘People Make Heritage Workshop: Attracting More Visitors in 2017’ is organised by the Heritage Tourism Group, in association with GCU’s Moffat Centre for Travel and Tourism Business Development. It will take place on Thursday, March 16 in GCU’s Hamish Wood building.
Heritage tourism in Scotland is currently worth more than £1.34bn to the economy with a potential to grow to over £1.7bn by 2020. With more than 8 million annual visits to Scottish heritage attractions such as Edinburgh Castle, Skara Brae, Blair Castle and Traquair House, marketing heritage and building the visitor experience is critical to support the sector.
Stephen Duncan, Director of Commercial and Tourism at Historic Environment Scotland; David Hawke, Head of Visitor Attraction at Alnwick Castle; Dr Jeff Sanders, Project Manager at Dig It! 2017; and Victoria Harvey, Heritage Tourism Coordinator at the Heritage Tourism Group will be among those presenting during the day.
Professor John Lennon, Director of the Moffat Centre at Glasgow Caledonian University, will discuss The Future Journey: Technology, Routes and Marketing Visitor Attractions, along with Iain McNeil, Director at Learn to Love Digital and GCU researcher Giancarlo Fedeli.
The Heritage Tourism Group consists of Historic Environment Scotland, the National Trust for Scotland, Historic Houses Association, Scottish Ancestral Tourism Group, Scottish Enterprise, VisitScotland and the Scottish Tourism Alliance. This group has formed to provide strategic leadership to grow the value of heritage tourism in Scotland. They are also the guardians of the Heritage Tourism 2020 Strategy.
Professor Lennon is currently leading a Knowledge Transfer Partnership (KTP) project with the Group to consider marketing, market intelligence and customer service skills as part of a three-year action plan to deliver Heritage Tourism 2020.
Professor John Lennon, Director of the Moffat Centre for Travel and Tourism Business Development, said: “The Scottish heritage sector is an iconic and vital part of our tourism offer with immense potential during the celebratory year of 2017. The Moffat Centre at Glasgow Caledonian University has a unique reputation in this area, having researched and carried out a range of development projects over the last two decades and we are working closely with our heritage tourism partners to ensure the future growth of heritage tourism in Scotland.”