Technology Solutions for Tourism ConferenceFriday 1 March 2013

Where Technology and Tourism Collaborate

Technology Trends and action plan for the Edinburgh tourism sector

Roger Carter, Director, Team Tourism Consulting

Technology Development Action Plan for the

Edinburgh Tourism Sector

Roger CarterTEAM Tourism Consulting

1 March 2013

Three key dimensionsThree key dimensions for the use of technology in relation to tourism:

1. Improving visitor access to information and services on/in Edinburgh

2. Enhancing the visitor experience

3. Helping businesses achieve efficiencies, growth and better customer service

Work in 2010

• Technology and market trends• Review of technology ‘on the ground’• Interviews with tourism stakeholders• Survey of tourism businesses• Expert review of ETAG stakeholder

websites for visitors to Edinburgh• Best practice analysis

Action Plan

• Explosion in use of smart mobile technology and social media and location based services/applications

How have things changed since 2010?

How have things changed since 2010?• ‘Connected Capital’ project + 4G• ETAG Technology Programme • VisitScotland redesign and re-launch of

www.visitscotland.com and www.edinburgh.org

• Tourism Intelligence Scotland new technology guide

• Edinburgh 2020 tourism strategy and action plan – a framework

Review and Update, 2012/13

• Update 2010 work and identify priority actions

• Working group of key tourism players

• Relate actions to support tourism strategy – underlying ‘enabler’

Nine point action plan

Action Plan 2013

1.Tourism stakeholders to work together with VS to ensure an integrated approach to the presentation of Edinburgh on the web and mobile web

2.

Tourism stakeholders to work together to increase the combined effectiveness of e-marketing/social media campaigns through exchange of intelligence and through joint activity

3.

Assessment of the technical feasibility of collating and storing rich media content held by public agencies in a form that can be used to enhance both the promotion of Edinburgh and the quality of the experience for visitors to the city

4.

Excellent information (posters, flyers, text message etc) at point of arrival (airport, airport bus, Waverley) to tell visitors about the online information sources that are available

5. Edinburgh information centres to act as showcases, promoting and facilitating use of the best new ICT applications

6. 'Seamless' access to free or low cost high bandwidth WiFi throughout the city centre and at other key tourism locations

Action Plan 2013

7.

Provision of high quality intelligence, training and advice for tourism community regarding market trends, new technological developments and applications

8. Use of technology to enhance the quality of visitor experience - Edinburgh 2020 Strategic Priority 2

9. Implement business tourism technology innovation programme - Edinburgh 2020 Strategic Priority 4

Action Plan 2013

Your views, please!

• Are you willing to share intelligence arising from your e-marketing activity: – e.g. metrics on types of devices

used to access your web sites?

Your views, please!

• Are you interested in participating in joint e-marketing/social media activity, such as Blogmanay?

Your views, please!

• Are you interested in learning more about the ways that superfast broadband can benefit your business?– Through participation in training

courses?– Through advice from a business

advisor?

Your views, please!

For technology suppliers:• Would you contribute to a blog

designed to provide interesting material for tourism businesses about technology trends and applications?

Next steps

• Revision of Action Plan following further consultations

• Delivery of final Action Plan report by end-March

• Formalisation of Tourism Technology Working Group to oversee delivery of the Action Plan

Thank you!

Please send your comments to:Dr Roger Carter

RogerCarter@team-tourism.com+44 7932 739 453

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