Holiday Mull Policy Development Sub-Committee

Draft Report to the Holiday Mull Committee

Sub Committee Members

Angela Boocock

John Cable

Neil Hutton

Gillian King

David Jones

John Maclean

Michele Maclean

David Woodhouse

The Chairman of Holiday Mull is, ex officio, a member of all sub-committees.

August, 2007

Introduction:

 The Policy Development Sub-Committee was charged to explore possibilities for developing a comprehensive policy for marketing tourism on the islands.  What follows is a report of its deliberations together with recommendations for action by Holiday Mull.

The sub-committee is anxious to point out that, when quoting examples, we are not intending to be comprehensive.  We are aware that there are many organisations that we have not mentioned by name in this report, which we would want to include in any public document.

Ecotourism:

Ecotourism can be defined as;

‘responsible travel to natural areas that conserves the environment and improves the well-being of local people… and satisfies the desires of the growing numbers of ‘discerning’ tourists who want to get away from mass-tourism.’ (The Ecotourism Society)

There are three key considerations:

Environment and Conservation

Ecotourism seeks to reduce the impact of tourists on the environment through minimising the use of energy, reducing waste and pollution, and contributing to the conservation of biodiversity.  It relates clearly to attempts to reduce the carbon footprint of tourist activities.

Culture

Ecotourism seeks to promote respect for local cultures, contribute to the conservation of cultural heritage and traditional values, and promote cultural understanding.

Economic

Ecotourism addresses the provision of long-term economic benefits to local people through stable employment, local empowerment and alleviating poverty. The idea is that tourism should be based upon the principles of fair trade.

Eco-tourism is a huge growth area, and as far as we can see, it is the most exciting sector of tourism to be in. It is an umbrella definition that covers ‘tourism with a soul and a human face’. Still in its early days, it has huge potential and the rules are largely still to be written. It is ideally suited to Iona and Mull and, because it is so young, it could relatively easily turn Holiday Mull into a front-runner in terms of marketing and innovation. Another five years, and, we think, this potential will be lost. 

In order to forward our thinking in this area, the sub-committee decided to focus on five areas of tourist activity;

Activity Holidays

Agri-tourism

Cultural Tourism

Gastro-tourism

Heritage Tourism

Below are our reports on each of these areas.

            Activity Holidays

For background information on this sector, readers may wish to consult the first few chapters of a study conducted by an Edinburgh-based consultancy for the Northern Ireland Tourist Board

http://www.nitb.com/article.aspx?ArticleID=1284

It is also interesting to browse the following research at scotexchange.net http://www.scotexchange.net/research_and_statistics/leisure_visitors/tourist_activities/outdoor_activities.htm.  (Curiously, although the NITB report refers to wildlife watching as an important Activity in Scotland, VisitScotland don't mention it.)

There are a number of activities for which there is large established demand in Scotland in general and also good potential on Mull.  They include Cycling, Diving, Sailing, Walking and Wildlife.  We could also include educational courses of different kinds.  There are activities for which these islands are, in a sense, no better than any other location but which could be successful if located here.  We are thinking of courses in, say, landscape painting or creative writing, and things like bridge or chess tournaments.

In order to promote these activities we would need to direct publicity to relevant interests groups like, for instance, the British Sub-Aqua Club or the different sub-aqua clubs up and down the country.  We should also make contact with the organizers of activity holidays and study tours.

Agri-tourism

Agri-tourism became popular after the last war when there were a lot of urban folk who still had memories of growing up in the country or who had been evacuated there as children and had fond memories of it. It was seen then as a simple escape from the city smoke.

Nowadays it is wider reaching and is an established part of Eco-tourism. It is an international movement and is supported by many Governments and local Councils.

While it still appeals to those who simply want a traditional and relaxing rural holiday, it also now chimes with the growing popular awareness and enthusiasm for ethical tourism, i.e, holidays with 'soul'. It also happens to mesh neatly with cultural and gastro tourism. Because of its wide appeal to all ages and types, it also can significantly boost revenue into areas that might be seen as marginal.

As a marketing vehicle in the UK it ranges from heavily funded EC initiatives like the Clyde, Cork and Tuscan rural tie-up (Expo Scotland) which has a significant 'agri' component, to 'Farm Stay UK', which is probably the largest 'farm holiday' operator and focuses on  a more traditional and romantic approach. It’s promotion  includes books like 'Organic Places to Stay' and 'The Organic Directory' which target a (probably younger) market with a focus upon issues such as rural lifestyles, responsible travel, food politics, anti-globalisation, the Slow  Food Movement, and agricultural ecology. What they all have in common is that they want to have quality time in the country and to spend their money locally!

Mull and Iona are perfect locations for this approach. Many accommodation providers are already working in this area and could quite easily alter their emphasis to incorporate it as a marketable dimension to their existing tourism business. On Iona, for example, we have at least four crofters and farmers selling accommodation.  The Argyll and St Columba Hotels have fantastic working gardens, and the Iona Hostel has its flock of Hebridean sheep providing  mutton and black blankets.  These are particularly popular with hostellers who love to help with their care.

Perhaps Holiday Mull could work together with these providers in some joint promotion? We could organise agri-trails, produce tastings, come and help castrate the lambs days (honestly, the Iona Hostel dies this and the visitors love it, talks about contemporary farming / crofting / land use issues and events based around the agricultural year such as Harvest Festival. There are many of us on the islands who, with a bit of re-thinking, enthusiasm and brain-storming, could come up with a marketing approach that could be both unique and profitable.

This is a niche market for the islands, waiting, as we see it, to be exploited.

Cultural Tourism

Currently, there are two ways in which the term ‘culture’ is used in discussion. 

Firstly, it is used in the anthropological sense of referring to the whole way of life of a community or group.  This will include the way they dress, what they eat, their beliefs, customs, artistic expressions and their rituals.

Secondly, it is often used to refer to the arts.  In this sense ‘Culture’ (often with a capital ‘C’) refers to the arts of music, dance, theatre, literature and the visual arts.  It is obvious that the first definition can subsume the second.

In terms of the arts, we already have a theatre, regular traditional music performances, classical music events, a popular music festival, a mod, traditional Scottish dance and art and craft galleries.  Events like the Highland Games and traditional music festivals can help to promote an idea of ‘Scottishness’.  It is true that many venues do not solely promote Scottish cultural events, but they are an important part of our wider contemporary cultural offering.

It is possible to encourage tourists, either individually or in groups, to come to Mull, preferable in the shoulder or low season, to study and enjoy the local culture and its history.  We need to identify ways in which we can encourage this.  One of the ways to do this is to promote study tours. 

There is a market, often amongst people who are already versed in cultural issues, for tours which provide an opportunity to study aspects of a local culture.  We are not here referring to field trips by institutes of higher education to provide full time students with an opportunity to get first hand experience of say, geology, botany, marine biology, etc., though these are also an important market.  We are, rather, referring to those non-vocational study tours which, historically, have been provided by educational institutions such as University Extra Mural Departments, the Workers’ Educational Association or voluntary organisations.  These tours are not usually provided by commercial tour operators.  They could, though, be provided by Holiday Mull or groups of its members.

The key to success in this area lies in the provision of a truly educational experience.  What is needed is hands-on adult education at its best.  Participants should go away feeling as though they have really learned something about these islands.  Advice and expertise in this area can easily be made available for those interested in promoting this type of tourism.

It seems to us that there are several things we could do to promote cultural tourism.

·                    Provide a ‘Mull and Iona Resource Book’ for those interested in organising tours to the islands.  This would include details of locations and contact details of individuals who might offer expertise in particular areas.  It would also include details of meeting rooms and transport providers.  It would refer organisers to our web-site for accommodation details.  This book may have a wider appeal than just tour operators.

·                    Publish a publicity leaflet and target it towards educational providers.

·                    Provide incentives for tour group leaders or tutors to come to the islands for a briefing/planning session

·                    Bring together and support Holiday Mull members interested in arranging and promoting their own study tours.

Gastro-tourism

This is a fun and healthy way to promote local food, producers and restaurants to visitors, both overseas and nationally.  Mull and Iona are already successfully participating with events like the annual "Food Week", but we should also think about the other 51 weeks of the year?

We are not happy with the term "gastro-tourism" as a marketing tool as it brings back nasty associations!

We could think of it as "Foodie-tourism" but this might appear elitist.  "Tasty-tourism" is another possibility which everybody from a youngster to a grandparent  would understand. It's fun and it would be a dream term to market...think "Tasty-Tours",  "Tasty-Trails".  It would be easy enough to get an accessible logo made too.

"Tasty-tourism" would be an ideal way to showcase the natural resources of an area and the people who make their livings from them.  Oban, Mull and Iona have a wealth of local produce. A way of giving visitors a more "authentic" holiday where they meet the locals would be to set up a "Food Trail/Tasty Trail" similar to the Art and Craft one promoted by An Tobar.

An example of this could be:

On Iona:  Lagandorain Croft and The Argyll Hotel.

On Mull:  Rosie Burgess at Kintra, Ardalanish, Dervaig Local Producers' Market, Glengorm Castle, Scriob-Ruadh, Tobermory’s Le Routier awarded fish and chip van, Oban's Eusk, Saulmore farm shop, also the new Seafood Temple in Oban in the converted Victorian Lavatory overlooking the harbour.  It's owned and run by the people who have the famous Green Shed on the pier.

We are sure there are many, many more producers we have missed out, but as it is, there are a host of people and food products to be proud of and share with visitors.  Many want to see the "hidden places" when they travel and do not want to be funnelled into bus-tour land with a soggy plate of fish and chips at the end.

I think an official Taste Trail would be an ideal way to build up the shoulder months of March to May and September, October.

The Slow Food Organisation reflects this ethos of supporting local, seasonal produce and spreading the word about healthy, tasty eating.

Gourmet Traveller magazine and also Food Traveller magazine attest to this strong, niche market in the booming tourism industry.

I hope that more Farmers' Markets are set up around Mull and Argyll.  The Highlands and Islands Local Food Network has been set up to support this aim.  Their website is www.hilocalfood.net and Caroline Vawdrey on 01381 600 525 is keen to help.

The Scottish Crofting Foundation would also be a natural partner for any Tasty-tourism endeavours in the area.  They can be contacted on 01599 566 365 or by email at hq@crofting.org also see www.crofting.org

Heritage Tourism

‘Heritage’ is generally used to refer to the built environment and artefacts which relate to a particular culture.  Heritage is different from ‘history’ in that it is concerned with what can currently be observed or experienced through the senses. 

Thus it can focus on artefacts, including works of art, secular and religious objects including jewellery, and objects, including clothes, related to work or family life; buildings, including stone walls and standing stones;  dance, including traditional/folk dance, ballroom dancing, contemporary dance and ballet; food and drink, including old and new ingredients and methods of preparation;  music, including popular, folk, traditional and classical music;  and writing, including letters, literature, religious tracts, political documents and parish records.  This latter category includes records which are of interest to those studying genealogy.

Heritage is concerned with that evidence, relating to a culture and its history, which can be seen or heard.

Mull and Iona offer a large number of possibilities for Heritage Tourism.  There are numerous sites of historic interest which are under-exploited at the moment.  We should not think only of big buildings and monuments when referring to the built environment.  It is known that European funds have already been made available in Sardinia to renovate traditional village houses to be used for bed & breakfast accommodation.  We should seek ways to involve museums, churches, owners of old properties and places of historic interest.  It may be possible to organise, say, ‘Literary Trails’ or promote more events like ‘Mendelssohn on Mull’.

Recommendations:

• Holiday Mull should produce a ‘Mull and Iona Resource Book’ which would list all the resources available on the islands for the benefit of individuals and group organisers.
• This should be available on our web site and contain moving images as well as still pictures.
• Access to the web-site could be through different portals.  For example divers would enter through a ‘/diving’ portal but end up on the full site.  Different interest groups could be provided with their own route into the site.
• Letters or leaflets drawing attention to the Resource Book and the web site should be targeted at specific interest groups and study tour organisers.
• Members should be invited to form sub-committees to promote these different aspects of tourism.
• Holiday Mull should begin to work with the appropriate authorities to find ways to improve the infrastructure and amenities on the islands.
• This policy document should be promoted through the press and other media outlets.