visitscotland tourism signposting seminar november 2007 elma mcmenemy marketing + pr economic...

VisitScotland Tourism Signposting Seminar November 2007 Elma McMenemy Marketing + PR www.elma.uk.com

Economic benefits of Economic benefits of tourist signstourist signs

Elma McMenemy Project Manager

Highland Tourist Route re-signposting


Highland Tourist RouteHighland Tourist Route

• One of 12 National Tourist Routes• Scenic alternative to A96 Aberdeen-

Inverness trunk road• Established 1995

o Signposting is 12 years oldo Signposting is missing in placeso The Route is broken & needs fixing!


Highland Tourist RouteHighland Tourist RouteBEFORE AFTER



The economic impact of new signs:• Benefit of existing signs• Increased benefit of new signsBased on:• Traffic flow information• National Tourist Route usage• Visitor information



• Current usage:o How many divert because of signs?

• Maximum 5% minimum 2%• Average 2.58 visitors per vehicle• Maximum 7,500, minimum 4,700 visitors

o What are they worth to local businesses?• Average spend £21 (day visitor) £48

(holiday)• Maximum £325K, minimum £203K



What difference will these make?



2% - 5% currently divert because of signs

• New signs:o Minimum 5% will diverto Maximum 10% will diverto Likely many more will stop in secondary

destinations on the Route• These will be signed properly for the first

time



• If 5% divert:o Revenue of £528K - £813K per year

• If 7% divert:o Revenue of £772K - £1.1M per year

• If 10% divert:o Revenue of £1.1M - £1.6M per year

• Additional revenue (at 5%):o Between £122K and £772K per year


Highland Tourist Route Highland Tourist Route

Additional revenue:• Maximum, based on most

conservative traffic flow figures:o £325K per year

• Maximum, based on most optimistic traffic flow figures:o £2.03M per year



Return on investment, year 1:• Conservative:

o £2.17 per £1 invested

• Optimistic:o £13.53 per £1 invested

Life of signs: 15 – 20 years


Individual tourism businessesIndividual tourism businesses

Cowie Interiors, Stonehaven• New business 2007 had no official

signs• Brown tourist sign from main road:

o No more complaints that business can’t be found!

o Feedback: “well signposted & easy to find”


Individual tourism businessesIndividual tourism businesses

Pitgaveny B&B, Stonehaven• Had no signs until 2005• Brown tourist sign on minor street:

o Peak season could fill rooms almost 3 times over from passing trade

• Additional brown tourist signs from main road:o Haven’t increased passing trade, but

really help pre-booked visitors find Pitgaveny


Individual tourism businesses Individual tourism businesses

The Lost Gallery, Strathdon• Had 1 small sign, on side road• Got 2 brown tourist signs from A944:

o Turnover increased from £130K to £220K

o Approx 70% increaseo At least 50% of increase due to signso 20% due to “being better known” &

promotional activity

visitscotland tourism signposting seminar november 2007 elma mcmenemy marketing + pr economic...

Documents

highland tourist route

elma mcmenemy marketing

highland tourist route

year slide

signs new signs

time slide

year maximum

places othe route