More than 100 delegates from organisations, businesses and groups across Stirling’s tourism and culture sector packed out the Tolbooth last week (October 23) to promote collaboration among the industry at an event hosted by the Council’s Economic Development, Culture and Tourism team.
Representatives from Stirling’s varied and extensive tourism network were on hand to hear talks from industry leaders VisitScotland, TripAdvisor and Scottish Enterprise, among others, as they discussed the future of the sector and the opportunities available across Stirling’s rich landscape.
The day was hailed as such a success that the Council plans to turn the conference into an annual event to build on momentum.
An estimated £350million is spent in the local economy by roughly four million visitors to Stirling annually, playing a crucial part in the £11billion overall worth of tourism nationally.
Stirling’s tourism offer, which includes everything from national monuments and the famous Castle to bespoke shops, hotels, and natural built heritage, is unique in Scotland, and Councillor Margaret Brisley, convenor of Stirling’s Finance and Economy Committee said the Conference was a great success.
“The conference was inspirational in bringing together industry and sector experts as well as those who already deliver excellent services to Stirling’s residents and visitors,” Cllr Brisley said.
“The valuable insights into this ever-changing landscape will equip businesses with real tools to ensure that Stirling continues to be a must-visit destination.”
Following the launch of Stirling’s Tourism and Events Plan in April this year, Stirling Council has been working closely with businesses from the tourism industry as well as with other public-sector bodies, such as VisitScotland and Scottish Enterprise, to drive forward tourism in the Stirling area.
Cllr Brisley added: “The momentum gained over the last few months was reflected in the turnout at the tourism conference and it’s encouraging to see so much optimism in an industry vital to Stirling’s economy.
“One of the biggest successes was its ability to attract representatives from all sectors of the tourism industry in Stirling. Smaller businesses such as rural accommodation providers were able to mix with key national figures in the industry and share knowledge and experience to help shape future plans.”
Neil Christison, VisitScotland Regional Director, said: “I am delighted that so many businesses attended the Stirling Tourism Conference and hope attendees found the event both interesting and insightful.
“This region has so much to offer to the visitor experience, with films like Outlaw King shining a spotlight it is an exciting time for the area.
“I hope that the conference helped provide local businesses with the confidence and skills to boost tourism in Stirling and the surrounding area.
“Tourism is the heartbeat of the Scottish economy, causing a ripple effect which touches every industry and community, creating employment and economic growth. Scotland’s reputation as a quality destination relies on continued investment and innovation to ensure that current provision meets future demand.”
Justin Reid, Destination Marketing, Europe, Middle East and Africa, said: “We can see from the TripAdvisor stats that the interest in Scotland and Stirling has gone up year upon year upon year – and that’s bucking the trend for a lot of UK based destinations – Scotland keeps on growing, Stirling keeps on growing.
“When we look at the reviews that Stirling is getting - accommodation is doing well, restaurants are doing well but it’s the visitor attractions that are really standing out from the crowd.
“Stirling is getting higher average reviews than the global average, the European average, the UK average and the London and Paris averages – so very positive news for Stirling.”
Finance and Economy vice convenor, Cllr Alison Laurie said: “It’s great to see so many people coming together with a passion to promote Stirling and continue to attract visitors and businesses to our unique part of Scotland.
“Hopefully this event will continue to grow and help Stirling cement its reputation as a must-visit destination.”