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Part1: Introduction from Robin Worsnop, Chair of ETAG and Executive of Rabbie's Small Group Tours

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On Thursday 23 February the ETAG: Technology Solutions for Tourism event took place at Pollock Halls, Edinburgh. …

On Thursday 23 February the ETAG: Technology Solutions for Tourism event took place at Pollock Halls, Edinburgh.

The event, organised by ETAG, Interactive Scotland and Scottish Enterprise, followed on from the hugely successful ETAG Technology Solutions in Tourism 2011 and featured leading industry speakers.

In this slidecast, Robin Worsnop, Chair of ETAG and Chief Executive of Rabbie's Small Group Tours, delivers an introduction to the seminars.

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  • GOOD MORNING, WELCOME AND THANKS FOR COMING ALONG TODAY TO WHAT I’M SURE WILL BE ABD EXCITING AND INFORMATIVE CONFERENCE.\n\nFOR THOSE THAT DON’T KNOW ME I AM ROBIN WORNOP, CE OF RABBIES AND CHAIR OF ETAG\n\nBEFORE WE GET STARTED I NEED TO START WITH SOME PRACTICAL ISSUES:\n\nNO FIRE ALARMS PLANNED, TOILET ARE SIGNPOSTED FROM THE FOYER. PLEASE FEEL FREE to TWEET ABOUT THE CONFERENCE USING #Techtourism2012\n\nI’D LIKE TO THANK SCOTTISH ENTERPRISE FOR THEIR FUNDING SUPPORT FOR THE EVENT. SE WORKED WITH INTERACTIVE SCOTLAND TO PUT TODAYS EVENT TOGETHER. \n\nETAG IS DELIGHTED TO BE WORKING IN PARTNERSHIP WITH INTERACTIVE SCOTLAND, A SCOTTISH ENTERPRISE PROJECT, WHO AIM TO BE THE CREATIVE AND DIGITAL INDUSTRIES LEADING SPECIALIST EXPERT ADVISORY SERVICE. IT HELPS ENTRPRENEURS, START-UPS AND COMPANIES TO INNOVATE, DEVELOP AND COMMERCIALS THEIR NEXT GENERATION PLATFORMS, SERVICES, APPLICATIONS AND CONTENT ACROSS THE INTERNET, INTERACTIVE, NEW MEDIA, MOBILE, WIRELESS AND DIGITAL MEDIA SECTORS.\n
  • THE TOURISM TECHNOLOGY REPORT 2010 IDENTIFIED THE TECHNOLOGY AS A MAJOR OPPORTUNITY FOR EDINBURGH TO EMBRACE. SINCE THEN WE HAVE BEEN WORKING WITH INTERACTIVE SCOTLAND TO MAXIMISE ON THIS OPPORTUNITIES AND IN FEB 2011 WE RAN THE FIRST TECHNOLOGY SOLUTIONS FOR TOURISM CONFERENCE WHICH, LIKE THIS EVENT, WAS A COMPLETE SELL OUT!\n\nIN FEEDBACK FROM LAST YEARS CONFERENCE YOU TOLD US THERE WERE CERTAIN AREAS OF DIGITALMEDIA YOU WANTED TO KNOW MORE ABOUT TO HELP YOU ATTRACT AND ENGAGE VISIORS. AS A RESULT ETAG AND INTERACTIVE SCOTLAND DEVELOPED TECHNOLOGY TUESDAYS – BREAKFAST BRIEFING SESSIONS WHICH HAVE INCLUDED: LOCATION BASED SERVICES, QR CODES, AUGMENTED REALITY AND SMART PHONES DELIVERED BY DIGITAL COMPANIES IDENTIFIED BY INTERACTIVE SCOTLAND AND ATTENDED BY OVER 140 TOURISM DELEGATES . \n\nAS PART OF ETAG’S PROGRAMME OF TECHNOLOGY SUPPORT FOR THE INDUSTRY WE HAVE ALSO DELIVERED 10 SOCIAL MEDIA WORKSHOPS HELPING 150 TOURISM DELEGATES TO EMBRACE SOCIAL MEDIA AS PART OF THEIR BRANDING AND MARKETING STRATEGY. WE KNOW FROM ETAG RESEARCH THAT MOST VISITORS CHOSE EDINBURGH THROUGH WORD OF MOUTH RECOMMENDATION. SOCIAL MEDIA IS A POWERFUL TOOL WE CAN USE TO SPREAD THE WORD FURTHER AND FASTER. \n\nENBRACING TECHNOLOGY IS NOT JUST A KEY OPPORTUNITY FOR INDIVIDUAL BUSINESSES BUT FOR EDINBURGH AS A WHOLE.\n
  • THAT IS WHY, THE RECENTLY LAUNCHED Edinburgh 2020:The Edinburgh Tourism Strategy RECOGNISES THE KEY ROLE THAT NEW TECHNOLOGY PLAYS IN ENSURING EDINBURGH’S FUTURE COMPETITIVENESS. THE STRATEGY FOCUSSES ON 2 MAJOR TECHNOLOGY OPPORTUNITIES:\n\nCREATION OF NEW TECHNOLOGY BASED PRODUCTS AND SERVICES THAT WILL ENHANCE THE QUALITY OF VISITOR EXPERIENCE AND GENERATE NEW INCOME STREAMS\n\nICT SERVICES THAT WILL HELP EDINBURGH TOURISM BUSINESSES TO ACHIEVE EFFICIENCIES, EXPLOIT OPPORTUNITIES FOR ENHANCED CUSTOMER SERVICE AND MARKET THEIR OFFER MORE EFFECTIVELY AND EFFICIENTLY\n\nTHESE OPPORTUNITIES WILL BE TAKEN FORWARD BY A DEDICATED PROJECT GROUP OF STAKEHOLDERS\n\n TODAY PROVIDES US WITH A GREAT CHANCE TO BRING THE DIGITAL AND TOURISM COMMUNITIES TOGETHER TO EXPLORE THE ART OF THE POSSIBLE TO HELP US DELIVER OUR VISION FOR EDINBURGH: \n\nTO INCREASE THE NUMBER OF VISITS BY ONE THRID BY 2020\nINCREASE THE VALUE OF EVERY VISIOR’S SPEND BY 10% BY 2020\nREDUCE SEASONALITY ACROSS THE SECTOR – ADDITIONAL GROWTH BETWEEN OCT-MAR\n\nWE HAVE 20 EXHIBITORS HERE TODAY WHO ALL HAVE PRODUCTS AND SERVICES FOR THE TOURISM INDUSTRY – MAKE SURE YOU MEET THEM ALL DURING THE COFFEE BREAK AND OVER LUNCH. \n\nI’D LIKE TO INTRODUCE OUR FIRST SPEAKER TODAY – STEVE MACHIN FROM STORMCROWD WHO’LL SHARE HIS THOUGHTS ON ATTRACTING CUSTOMERS AND HANGING ON TO THEM!\n
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  • Transcript

    • 1. Technology Solutions for Tourism Conference 2012 Thursday 23rd FebruaryPart 1: Introduction from Robin Worsnop, Chair of ETAG and Executive of Rabbie’s Small Group Tours
    • 2. Technology Solutions for Tourism 2012 Where Technology and Tourism Collaborate #TechTourism2012
    • 3. Welcome and Introduction Robin Worsnop Chair of ETAG and Chief Executive of Rabbies Small Group Tours #TechTourism2012
    • 4. Tourism/Technology FocusTourism Technology Edinburgh Project 2010 – Technology Solutions for Tourism 2011 – Technology Tuesdays – Social Media introductory workshops – Social Media Practical workshop #TechTourism2012
    • 5. Strategic Focus on Technology• Creation of new technology based products and services• ICT services which achieve efficiencies and exploit opportunities #TechTourism2012
    • 6. Agenda Robin Worsnop, Chair of ETAG & Chief Executive, Rabbies Small Group Tours Steve Machin, Managing Director, Stormcrowd Stephanie Rieger, Principal Mobile User Experience Designer, Yiibu Exhibition and Coffee Break Robbie Parish, Director of Digital and Media VisitScotland Alan Gibson, Edinburgh Festival Fringe & Gavin Dutch, Kotikan Hugh Wallace, Head of Digital Media National Museums Scotland Panel discussion Exhibition and Lunch #TechTourism2012
    • 7. Audio, video and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.uk

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