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Escocia – sirviendo deliciosos platos en medio de un impresionante paisaje


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Presentación de Ms Gwen Raez, Marketing Manager de Visit Scotland en el I Congreso Internacional de Turismo Gastronómico: "Escocia – sirviendo deliciosos platos en medio de un impresionante paisaje"

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Escocia – sirviendo deliciosos platos en medio de un impresionante paisaje

  1. 1. Scotland: serving up delicious flavours amidst stunning scenery Gwen Raez, Senior Marketing Manager Gairloch, Highlands
  2. 2. A rich offering SCOTLAND’S NATURAL LARDER
  3. 3. Key factors • Can significantly enhance a visit • Connects the visitor to the natural environment, local customs and people • Diversifies our visitor offering, stimulating local & regional development BUT • Not typically the MAIN driver St Andrews, Fife
  4. 4. Research insights 0 20 40 60 80 100 Trying local dishes / delicacies Friendly service Quality of food most important Food sourced locally important Food and drink experience is important YouGov Survey, UK Dec 2014 VisitScotland visitor survey 0 20 40 60 Go on a picnic or BBQ Visit a distillery Visit a pub Tried local drinks Try local food Visitors want to: 2015/16 2013/14
  5. 5. TASTE OUR BEST • Links local producers to the tourism product • Works with them to raise profile of local producers • Not just restaurants – anyone who serves food
  6. 6. Taste Our Best • VisitScotland’s Taste Our Best accreditation recognises businesses that provide and promote quality Scottish produce • Over 1,000 businesses- Hotels, B&B’s, visitor attractions, and restaurants, cafés, pubs and bars • Opportunity for businesses to stand apart, meet consumer demand, and improve their bottom line • Build quality and depth of Scottish food and drink experience in the destination • Support local food producers and the local economy Taste Our Best- What is it? Guy Grieves, The Ethical Shellfish Company
  7. 7. Benefits of Taste Our Best Improve the bottom Line 72% of TOB businesses say they have received positive comments from their customers on their sourcing of local produce. 65% of businesses agree that TOB clearly adds value to their business Stand Apart 74% of Taste Our Best businesses used the award to promote themselves Raise the Profile VisitScotland Consumer Marketing Reputation Enhancer for business and destination
  10. 10. Consumer Promotion Taste Our Best consumer Promotion
  11. 11. PROMOTION
  12. 12. IT WORKS! Visitor results • 20% of visitor expenditure is on food and drink • Changing perceptions • People return time and again – and share the good news Industry results • 65% of businesses stated that having Taste Our Best had added value to their business. • 58% of businesses agreed that they were more likely to ask suppliers if they had Scottish produce. • 38% said they had already changed suppliers to source Scottish produce.
  13. 13. KEY LEARNINGS • Work closely with local businesses • Promote widely • Share the learnings • Food and drink is not enough – link it to the source
  14. 14. PROMOTION