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"

1. Scotland: serving up delicious flavours amidst
stunning scenery
Gwen Raez, Senior Marketing Manager
Gairloch, Highlands

2. A rich offering
SCOTLAND’S NATURAL
LARDER

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. 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. 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. 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. 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

8. PROMOTION

9. PROMOTION

10. Consumer Promotion
Taste Our Best consumer Promotion

11. https://www.youtube.com/watch?v=EHqQgKLuCLM
PROMOTION

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. KEY LEARNINGS
• Work closely with local businesses
• Promote widely
• Share the learnings
• Food and drink is not enough – link it to the source

14. PROMOTION
https://www.youtube.com/watch?v=EHqQgKLuCLM&t=20s

15. THANK YOU – QUESTIONS?