NORTH LANARKSHIRE COUNCILREPORT

To: POLICY AND RESOURCES Subject: Lanarkshire Tourism Strategy and(REGENERATION & INFRASTRUCTURE) Action Plan 2016 − 2017 andSUB COMMITTEE STEAM Visitor Data.

From: HEAD OF PLANNING REGENERATION

Date: 17th Nov 2016 Ref: 1865

1. Purpose of Report

1.1 The purpose of this report is to update committee on the Launch of the Lanarkshire TourismStrategy to 2020, and note progress against the Annual Action Plan 2016−2017. (Appendix 1)

1.2 Additionally, to advise committee that visitor data has been provided by STEAM including:Visitor Numbers, Economic Impact and Employment in North and South Lanarkshire.

2. Lanarkshire Tourism Strategy to 2020

2.1 The Lanarkshire Tourism Strategy to 2020 was noted at committee on 19th May 2016 and bythe Lanarkshire Strategy Steering Group on 12 th May 2016 and the Lanarkshire AreaTourism Partnership on 18th May 2016.

3. Lanarkshire Tourism Strategy to 2020 − Launch Activity

3.1 The Lanarkshire Tourism Strategy to 2020 was launched to the Tourism Industry via pressrelease on 30th September 2016 and was reported by various trade publications. It has alsobeen submitted to VisitScotland for their newsletter and other communication channels.

3.4 The Strategy will also be publicised by North Lanarkshire Council following this committeemeeting.

4. Lanarkshire Tourism Action Plan 2016 − 2017

4.1 The Strategy is underpinned by Annual Action Plan which provides details of businessdevelopment and area promotion activities carried out by the Lanarkshire Area TourismPartnership and partners, linked to the 15 Priorities. (See Appendix 1)

4.2 The purpose of the annual action plan is to drive forward activity to meet the aims andthemes of the Strategy and to capture any activity which contributes to Tourism Developmentin Lanarkshire.

4.2 The attached Action plan shows progress against 13 of the 15 priorities and will be updatedfollowing the next Lanarkshire Area Tourism Partnership meeting on 9th November. TheAction Plan is a fluid document and will be added to and amended as partners submit furtherrelevant project activity.

5. STEAM Visitor Data

5.1 STEAM (Scottish Tourism Economic Activity Monitor) data is provided by Global TourismSolutions (UK). STEAM is a tourism economic impact modelling process which measures theeconomic impact of tourism using local supply side data and tourism performance and visitorsurvey data collection. STEAM reports are used by Local Authorities across Scotland.

5.2 North Lanarkshire data for 2015 has been provided and will be used as a baseline forassessing progress against the target in the Lanarkshire Tourism Strategy to 2020 − To growtourism expenditure in Lanarkshire by 2.5% per year from 2016 to 2020.

5.3 Key figures are:

Visitor Numbers 2015: 1.648MEconomic Impact 2015: £172.22MTotal Employment 2015 FTE: 2,839

6. Financial Implications

6.1 Funding for the activities within the Lanarkshire Area Tourism Strategy 2016 to 2020 comesfrom existing budgets. No additional funding is required for the delivery of the strategy.

6.2 Funding for the procurement of visitor data comes from existing budgets. No additionalfunding is required for this activity.

7. Conclusion

7.1 The Council remains committed to the delivery of the Lanarkshire Area Tourism Strategy andthis activity will be monitored and reported on, through the Lanarkshire Area TourismPartnership. Progress of the action plan will also be reported to Policy and Resources(Regeneration and Infrastructure) Sub Committee.

7.2 The tourism and leisure industry continues to have a significant positive impact on NorthLanarkshire and the wider Lanarkshire economy. Enterprise and Housing Resources inco−operation

with other North Lanarkshire Council and South Lanarkshire Council Services andthe local tourism industry continue to support local businesses and promote the area as amust visit destination.

8. Recommendations

8.1 Committee is asked to:

(i) Note the progress against the annual action plan 2016 —2017(ii) Note the receipt of statistics provided by STEAM and 2015 baseline figures.(iii) Agree to take further reports updating progress against the annual action plans.

Shirley LintonHead of Planning and Regeneration

Local Government Access to Information Act: for further information please contact JenniferThomson, Economic Development Officer—Tourism, 01236 632625

Appendix − Lanarkshire Tourism Action Plan 2016 − 2017

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