Guest Blog: Destination Leaders Learning Journey to Amsterdam

In this guest blog, Kenneth Wardrop, Edinburgh Institute Programme Leader for the Destination Leaders Programme at Edinburgh Napier University shares his thoughts on the recent DLP learning journey to Amsterdam.

Robert Louis Stevenson famously said: “The world is a book and those who do not travel read only one page.” In this context the benefits of taking our current group of Destination Leaders Programme participants on a learning journey to Amsterdam, created the opportunity to gain an external perspective and to reflect back on the operations and competitive positioning of our destinations – Edinburgh, Argyll and the Isles and Scotland.

The visit which was hosted by Amsterdam Marketing proved inspiring. Amsterdam Marketing’s Director of Marketing, Geerte Udo, provided powerful insights in to the success of the ‘Iamsterdam’ brand and global place marketing, the value of alignment of destination messaging, the power of a shared and clear vision for the destination, strong leadership provided by Amsterdam Marketing, and the benefits of collaboration.

On the learning journey the group were also hosted by the Van Gogh Museum , a commercially dynamic and creative cultural venue, and IJVenues : ‘Amsterdam’s first Music and Conference centre’, which provided a powerful case study on the ‘value-add’ that can be achieved through product innovation and cooperation. EI staff and the DLP participants were very appreciative of the time given by tourism industry colleagues in Amsterdam in sharing their experiences and insights with the group.

Following the visit DLP participants commented that the value of the learnings and insights gained over the past 5 months of the Programme all became apparent on this learning journey.

Diane McRae, Senior Event Manager at the Royal Yacht Britannia and DLP 2014/15 Participant said: “For me a key learning point from Amsterdam is that collaboration in the city comes across strongly from the top down and the ground level up, with the destination taking the experience from this collective approach and positively moving it forward, this is something our destination can learn from.”

Kenneth Wardrop, Associate, Edinburgh Institute Programme Leader for the DLP, 22 March 2015.

Programme information:

Based on an internationally acclaimed initiative originating from Melbourne, Australia, the Destination Leaders Programme (DLP) is a unique opportunity to build a new leadership model for Scottish tourism. Participants play an active role in helping position Edinburgh, St. Andrews and Argyll as world leading tourism destinations. Now in it’s second year, the second programme commenced in October 2014 and by May 2015, thirty-eight indiviuals will have graduated.

The DLP pilot programme was developed in partnership with Edinburgh Napier University and delivered by the Edinburgh Institute – the commercial arm of Edinburgh Napier University’s Business School – in partnership with Scottish Enterprise.