Associates

David MacIntyre

David has an excellent mix of public and private sector experience. He has many years of practitioner experience working for a leading regional development agency (the Highlands and Islands Development Board) and subsequently as a Director of the Scottish Tourist Board, before entering consultancy via Ernst & Young in 1987.

His time in the public sector was characterised by an exceptional track record of achievement in that he:

• Introduced the first successful hotel occupancy survey in the UK at a time when the conventional wisdom was that to do so was impossible
• Developed and co-ordinated the network of local area tourist organisations in the Highlands and Islands to the point where they were recommended as the favoured model by a Government Select Committee
• Achieved a network of DMOs across Scotland before the enabling legislation was on the statute book
• Worked closely with the new national network of DMOs (Area Tourist Boards) to introduce a number of significant initiatives, such as:
  • The introduction of the national quality assurance scheme for accommodation (he was credited as being its architect)
  • The introduction of a joint STB/ATB advertising initiative which improved the distribution of area brochures by a factor of 40
  • Establishing a new approach to tourist road signing which remains in place to this day.

He has also had a major impact as a tourism consultant, preparing numerous strategies and plans (using his own unique approach to prioritisation) for tourist boards and local authorities, as well as undertaking a wide range of other work throughout Britain for his many public and private sector clients. He is a co-author of the forthcoming UNWTO 'Guide to Destination Management' publication.

David has an in-depth understanding of the nuances associated with destination management, including the need to encapsulate marketing within the DMO remit if widespread private sector engagement is to be achieved; the need for a top-down-bottom-up balance if effective leadership is to be achieved; and (sometimes) the need to set up sub-regional action groups based on areas of common interest if the trade is to identify with the work of the DMO.

He is a sound strategist who is also an excellent facilitator and communicator. He works well with colleagues and customers alike, his track record being characterised by achievement.

Key areas of expertise

Tourism strategy and destination development / management planning; new tourism structures; NTO/DMO business planning; destination marketing / market planning; CRM and e-marketing; visitor services strategy; research design; research management and delivery; community consultation and involvement; questionnaire design and analysis; rural and urban regeneration; branding; workshop facilitation.