Visit Inverness Loch Ness: Hope for tourism despite challenges
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This year was billed as the year where life could begin to return to normal, where businesses had the opportunity to recover, and we could welcome back international visitors to the Highlands. And despite the odds and challenging climate, many tourism businesses in the region surpassed their hopes throughout the summer.
In fact, in a recent survey by Tourism Business Improvement District Visit Inverness Loch Ness (VILN), more than 43 per cent of its members said the number of visitors this summer was above expectations, with the same number saying the revenue generated over the summer was also above expectations.
However, the outlook among businesses is less optimistic looking forward to the new year. Of the concerns raised, the cost of utilities was the most concerning (41 per cent), followed by staffing (20 per cent) and future bookings and demand (19 per cent).
The UK’s first Tourism Business Improvement District, Visit Inverness Loch Ness (VILN) is at the forefront of what’s happening in the tourism industry in Inverness, Loch Ness and beyond.
Established in 2014, VILN supports its members to deliver a range of activities from its business plan including marketing, infrastructure, events, business tourism, business development and lobbying.
Taking on the challenges
We are in a cost-of-living crisis, and this impacts everyone, from consumers paying for food and heating, to businesses facing unprecedented increases in the costs of their operations.
“Of course, this crisis means domestically people have less to spend on holidays and visits to destinations like ours. Add to this the challenges in recruitment for tourism businesses, as well as the other industries it relies on such as hospitality and retail, and you have a perfect storm,” said Michael Golding, CEO of Visit Inverness Loch Ness.
“In 2019 the World Economic Forum published a report showing the UK was 140 of 140 for tourism price competitiveness. Since then, Scottish businesses have been hit with the introduction of short-term let licensing as well as the planned Deposit Return Scheme, Transient Visitor Levy and reassessment of business rates.
“All of this increases the administration and cost of business at a time when consumer confidence is still returning from the global pandemic and people have less to spend. We are working with the Scottish Tourism Alliance, of which I am a board member, and others to lobby the government that our industry is being put at unnecessary and serious risk.”
To help tackle the challenges impacting its members, VILN provides support and events.
One such recent event, which was funded by VILN, was a Regulations Roadshow held by the Association of Scotland’s Self-Caterers (ASSC) to help those involved in the running of self-catering businesses in Inverness and the surrounding area ahead of the introduction of licensing for short-term lets.
Michael added: “There is so much on offer in Inverness and Loch Ness, and we must support our businesses that showcase the region at its very best, providing the accommodation and services that make it a memorable experience for everyone who visits, as well as for those who live here.
“The destination welcomes more than 1.6 million visitors a year, and we must ensure their experience is the best it can be while supporting our businesses and, importantly, our environment.”
Good to grow
Despite the challenges, 2021 and 2022 saw significant growth in consumer interest in Inverness and Loch Ness, as evidenced by social media, online searches, and feedback from tourism businesses in the area.
Michael added: “It’s been a difficult few years, but the tourism industry remains determined to succeed. Our growth in opt-in membership since early 2021 is proof that tourism businesses in the region have confidence in our ability to deliver and we continue to do our utmost to ensure we do.”
Taking action on climate change
Throughout 2022, VILN has taken big steps on climate change and in reducing its carbon footprint. The organisation kicked off the year by becoming the first carbon neutral Business Improvement District (BID) in the UK, of which there are currently 330.
VILN has managed and reduced its emissions, then offset the remaining balance since 2019, making the organisation completely carbon neutral. The TBID has established two corporate groves with charity Trees for Life. Trees have been planted in the grove already and the organisation will continue to plant a tree every time VILN produces a tonne of C02.
In June, VILN also launched its Climate Action Plan for the region. With current Intergovernmental Panel on Climate Change (IPCC) advice stating the need to cut global carbon emission to 55 per cent below 2017 levels by 2050 to keep the planet warming within 1.5 degrees, VILN has set out targets for the destination to be a global leader in the transition of the industry.
“Created with help from VisitScotland and the Travel Foundation, the Climate Action Plan for 2022/23 intends to help the destination monitor, evaluate, and improve its environmental impact. The plan also shows how the destination will meet the five pathways of the Glasgow Declaration and showcases which of the United Nation’s Sustainable Development Goals are being met and which ones are being targeted”, explained Michael.
“As part of The Highland Council’s Nature Restoration Fund, we were also able to plant a total of 4000 birch and cherry trees along the South Loch Ness Trail, helping to increase biodiversity.
“Through working collaboratively with stakeholders across our destination, VILN will ensure what it does going forward is in the best interests of our people, our visitors, and most importantly our environment.”
2022 highlights
VILN’s efforts have been recognised in recent months. At the Highlands and Islands Tourism Awards, where it was named RBS Climate Champion.
The organisation was also named DMO of the Year at UKinbound’s Awards for Excellence and was awarded the Green Destinations Top 100 worldwide stories in sustainable tourism.
The VILN team, which has doubled in size in the last two years through external funding and efficiencies, including the appointment of the first Loch Ness Ranger, has made great strides in implementing its business plan and marketing the region to the rest of the UK and internationally.
“As part of our marketing for the recovery of the destination, through social media we’ve reached more than 40 million people since the outbreak of the pandemic. We’re also active in print and online media, being mentioned 267 times this year in regional, national and international articles. We attend international conferences to promote and bring business to the destination. Finally, we also work with local and regional partners on marketing projects for Inverness and the wider Highlands,” Michael said.
“The launch of the Discover Our Stories video was a huge success, showcasing not only the beauty of the region and the great activities and businesses within it, but our sense of humour. It has even been showcased in New York for Tartan Week.
“And we even made the star of the show available for anyone around the world to spot 365 days a year with the launch of the Loch Ness webcams. We now have six webcams around the loch and have already had a few sightings of our most famous resident featured in national and international media!”
Looking to 2023 and beyond
The next ballot for VILN will take place in March 2024, where members will vote on taking the Tourism BID forward for the next five years.
“We are here to deliver and provide value for our members, communities and visitors, and we want to work together to have the right plan to take our destination to 2029. It is through this collaboration that we can best support our members, our visitors and the destination itself,” added Michael.
“I hope to build upon what VILN has achieved since starting the current business plan in 2019, despite the clear hurdles faced, and continue to position Inverness Loch Ness as a world-class visitor destination that brings the economic, social and cultural benefits of tourism to its people and places.”
Website: www.visitinvernesslochness.com
Visit Inverness Loch Ness
Office 107a
Inverness Creative Academy
Stephens Street
Inverness
IV2 3JP
