To ask the Scottish Government what action it will take to showcase Nairn as a seaside holiday destination.
The Scottish Government fully recognises the importance of Nairn as one of Scotland’s top seaside locations, an accolade underlined by both the 22 years it has held Keep Scotland Beautiful’s Seaside Award, and its recent inclusion as one of TripAdvisor’s top 25 UK beaches.
The Scottish Government is supportive in general of all areas of Scotland working to achieve the industry-led ambition for Scotland to be a first-choice tourism destination. Scotland’s stunning assets are promoted across the UK and overseas by VisitScotland in a number of ways, such as websites, print, direct mail and PR activity. In relation to the promotion of Nairn, the town is well represented in VisitScotland’s Explore: Inverness, Nairn and Loch Ness guide; has a relevant page on visitscotland.com (http://www.visitscotland.com/info/towns-villages/nairn-p236781); and has an Information Point in Partnership located within the Nairn Community Centre, which is open all year round.
More specifically, Nairn also featured prominently in VisitScotland’s spring 2015 campaign to promote the Highlands, with which VisitScotland worked closely with the Highland Council and local tourism bodies, including VisitNairn. This promotional activity included the prize of a three night luxury break in Nairn. VisitScotland also highlighted the Nairn Highland Games and the theatre event ‘Drift’, which took place on Nairn Beach, in their June Scotland e-zines which went out to 13,000 people in mid-June. The July edition highlighted the Nairn Book and Arts Festival.
There is also financial support for events in the Highlands such as the World Orienteering Championships, including the opening ceremony in Nairn on 1 August 2015. These events help attract competitors, families and spectators to the area and VisitScotland (through EventScotland) invested £280,000 in the event, making them the majority investor. EventScotland estimate that the six day event brought more than 5,000 people to the local area and helped deliver an estimated visitor spend of around £2.5 million. In addition, international TV coverage was beamed to some two million people, showcasing the area to potential visitors from around the world.
Golf is another key asset for Nairn and the Aberdeen Asset Scottish Open will return to nearby Castle Stuart in 2016 with VisitScotland assisting financially as well as marketing and promotional activity. In addition, the opportunities for individual businesses during the 2015 Year of Food and Drink is being heavily promoted by public body partners. As well as the logo, a toolkit has been produced to assist businesses and events (such as the World Orienteering Championships) harness the potential of the year.
There has also been direct ministerial engagement with VisitNairn to discuss ways in which tourism can be further developed within the community, building on Nairn’s many strengths. My ministerial engagement in Nairn on 15 April 2015 demonstrated that, working in partnership with a range of public bodies, the Scottish Government is supporting the development, and people’s enjoyment of, Nairn as a seaside holiday destination in a number of ways. Highlands and Islands Enterprise (HIE) works with business and social enterprises of growth potential in Nairn, as elsewhere, providing them with support to grow, internationalise, innovate and invest. In terms of specific support for the development and enjoyment of Nairn as a tourism destination, HIE and VisitScotland are working with VisitNairn, to reinforce the region’s key strengths and promote authentic experiences to inspire potential visitors to take a break in the Highlands.
In addition to working with both individual businesses and the destination group, HIE, along with partners, is working with the community on a wider plan for the town centre. HIE has provided seed funding of around £5,000 to enable some of this initial planning work to be undertaken.
The current Scottish Government National Marine Plan, and the associated planning linkages with the VisitScotland National Tourism Development Framework, provides greater certainty for potential investors, enables partners to identify current and future synergies and facilitates compliance with regulations which have helped deliver an improved environment for residents and visitors alike. For the future, the industry-led ‘Scottish Marine Tourism Development Group action plan’, expected in November 2015 “seeks to maximise the opportunities to grow marine tourism by providing a framework under which all the different elements of the marine tourism sector can grow.” This will enable all public bodies, across Scotland, to align their actions to maximise the benefits for seaside destinations, such as Nairn.