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Learning to lead

With Scotland’s first Destination Leaders’ Programme kicking off in October, learn how investing in thinking could lead the industry to a higher level

Date : 28/08/2013

Raising the game for Scottish tourism brings a unique set of challenges – so, with the initial intake signed up to start classes at The Edinburgh Institute of Napier University, why should tourism businesses invest their time and money in gaining an Executive Certificate in Destination Leadership?

“The Programme has three dimensions,” says Kenneth Wardrop, the Project Director. 

“The enhancement of individual leadership skills; improved leadership at a business level; and most significantly strategic destination leadership.” It’s decidedly for those who value a degree of academic rigour and personal development, and that’s the sort of business acumen that makes good companies into great ones. 

“Participants will gain a unique insight on how the sector operates at a destination level,” adds Kenneth.

Down under, they’ve been at this for five years already. The difference the Programme has made to the tourism potential of Melbourne is said to be significant. Chris Buckingham of Destination Melbourne says, in the Programme’s five years over 100 graduates have completed, with another 25 enrolled this year. 

“The change within the industry has been nothing short of profound. Demand has grown and become very competitive. We have seen a stronger, more united and cohesive industry which is actively contributing to the bigger picture.”

This is no impulse buy though, and certainly not time wasted. At £1200 in fees, the course is a significant commitment. 

In any case, the value of the knowledge is widely regarded as an investment. Couple that with practical projects, which plug straight into enhancing your own business, and participants agree there are returns to be made almost immediately. 

Kenneth Wardrop expects participants to emerge with a much more global perspective, and be able to better implement collaboration across the sector and between the public and private sector. 

“Based on the experience from Melbourne, the ‘hot house’ nature of the programme should lead to the generation of new ideas, cross-sectoral collaborations and product innovations.”