San Francisco, California
London, United Kingdom
Cairngorms National Park - Building a Global Brand
National Park status provides businesses with global branding and recognition. This years conference will look at how we can build on this potential, supporting businesses to be the best they can be whether this is internationally, digitally or domestically.
We are delighted to welcome Caroline Bremner Head of Travel for Euromonitor International as our opening keynote speaker. Caroline will set the scene by presenting the most up to date research on the implications of Brexit for the travel industry and share some thoughts on the Future of Travel and the demands of tomorrows traveler looking out as far as 2030.
A year ago Mark heard Caroline talk at a Wild Scotland Conference. As part of her presentation she said that 'destinations need to start catering for China now'. A couple of weeks later Mark met the Chinese Deputy Consul for Scotland at Kingussie High School with Caroline's words ringing in his ears suggested that we should twin a National Park in China with the Cairngorms. In September Murray Ferguson (CNPA), Debbie Strang (CBP Board Director) and Mark Tate where invited to visit China by Xingyi City officials to explore the Xingyi National Geopark and attend a Mountain Tourism Conference. We signed a memorandum of understanding agreeing to explore ways for the Cairngorms National Park and the Xingyi National Geopark to work together.
In this session they will introduce the Xingyi National Geo Park, share their experiences and explore how we can grasp future opportunities.
The National Park Authority have been working on the Scottish Government Scenic Route initiative for a number of years resulting in 3 iconic installations at Devils Elbow Glenshee, Corgarff and Tomintoul. The CBP are working with communities, businesses and the CNPA to secure funding to develop a digital, interactive, iconic scenic route leveraging the existing investment. Mark Tate and Pete Crane will present what has been achieved to date, the vision for the future and the opportunities for business to benefit from really putting this already iconic route on the map.
After the morning speakers we will run four workshops, delegates can attend 3 during the course of the day:-
Planning & Tips for Business, Johnston Carmichael will provide a valuable update on current issues facing businesses, topical issues including the impact of Brexit and changes to Scottish Taxation. Also an update on tax changes, easy tax saving tips, important dates for your diary and business protection planning.
Mobile SEO, Digital Tourism Scotland - learn from a digital marketing specialist on what you can do to ensure you have a presence in the mobile search world.
Payments & Currency in the Digital Age, Digital Tourism Scotland - hear about the changing consumer habits of contactless and digital transacting.
Market Insights & the Importance of Segmentation - VisitScotland senior marketing insight manager will give an overview of the UK domestic travel taking market and how it breaks down into different consumer segments. Jacqui Souter will look at specific segments and explain how you can market your business to these segments.
The conference closes with our Keynote speaker Ian Millar, prestige whisky specialist based at the Glenfiddich Distillery in Dufftown. Ian has over 40 years' experience in Scotch whisky, having worked for a number of distillers in various technical and production roles before joining Willian Grant and Sons where he was distillery manager for both Glenfiddich and The Balvenie. Ian spent the last decade as global brand ambassador for the 'world's most awarded single malt' Glenfiddich and has now taken on a crucial role in delivering world class whisky experiences at the distillery.
Workshop spaces are limited so book early and join in the conversation. End the day feeling inspired with some tips you can easily implement in your business.
Thanks to the support of our corporate partners Johnston Carmichael and Caledonian Sleeper we have held prices at £15.00 for CBP members plus booking fee and VAT, £30.00 for non-members plus booking fee and VAT which includes what is always an excellent lunch.
We look forward to seeing you there!
Mark, Sarah, Jenny and Yvonne
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Cairngorms Business Partnership Ltd
The Cairngorms Business Partnership (CBP) is the primary representative organisation and voice for the business community in the Cairngorms National Park. It is affiliated to the Chamber of Commerce and has an active membership of circa 340 businesses from across all industry sectors