Destination Management Plan Ceredigion Ceredigion. Destination Management Plan Ceredigion

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1 Destination Management Plan Ceredigion Ceredigion Destination Management Plan Ceredigion

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3 Destination Management Plan Ceredigion Contents 1 Ceredigion - an Introduction 4 2 Background to the Destination Management Plan 6 3 The Ceredigion Destination Partnership 7 4 The Challenges 8 5 Cross Cutting Themes 9 6 The Strategic Context and Objectives 10 7 Promotion 11 8 Product Development and Place Building 12 8a Product Development 13 8b Place Building 17 9 People Development Performance Management Contacts 20

4 1Ceredigion - an Introduction The rural county of Ceredigion is situated on the central west coast of Wales in Cardigan Bay. The county is sparsely populated with the majority of its residents concentrated around the larger towns of Aberystwyth and Cardigan. It is mainly an agriculturally-focused county but one that also hosts two renowned universities, Aberystwyth and Lampeter respectively. There are no motorways or dual-carriageways but plenty of spectacular countryside, coastline and fresh air. It takes just over an hour to travel the 50 miles from the north of the county to the south and roughly half an hour to travel the 20 miles east-to-west from the foothills of the Cambrian Mountains to the coast. The highest peak in the county is Pumlumon (752m, 2,467ft.) which is the highest peak in the Cambrian Mountains and the source of the rivers Severn, Wye and Rheidol. Although it is perceived as a remote destination by some, the Ceredigion border is only 220 miles from central London (on the A44) while the Cornish border at Launceston is 240 miles distant. London to Newquay (Cornwall) is 280 miles (5hrs 16 mins), London to New Quay (Ceredigion) is just 244 miles (5 hrs 1min). The main strengths and attractions of Ceredigion are recognised as being its superb coastline, magnificent beaches and the spectacular rural landscape. To illustrate the quality of this asset, much of the coast is designated as a Special Area of Conservation and Marine Heritage Coast. Many of the beaches are regular winners of International Blue Flag, Green Coast and Seaside Awards. The county has six National Nature Reserves, over 90 Sites of Special Scientific Interest and the only UNESCO Biosphere in Wales. The county is well-known for its wildlife: bottlenose dolphins, Atlantic grey seals and lampreys in the sea: red kites, buzzards, ospreys and falcons in the skies: hares, Welsh cobs, Llanwenog sheep and Welsh Black cattle in the countryside. In addition to its natural assets, Ceredigion has a very strong Welsh identity. The Welsh language is a living, working language that can be heard in everyday use in the towns, villages, markets, shops and pubs across the county. Approximately 50% of the population are first-language Welsh speakers. The county has a strong and varied heritage and cultural asset. There is an active performing arts movement with five busy theatres. It is the chosen home of many artists, musicians and craft producers, the natural beauty providing inspiration for their work. There is a broad range of accommodation providers, many of whom are operating at the higher end of the quality grading scale. There are many producers of quality food and drink - some internationally renowned. Tourism is an important sector within the economy. It is estimated that the value of tourism to the county approaches some 300,000,000, supporting approximately 5,700 jobs (STEAM). 4

5 Destination Management Plan Ceredigion The county of Ceredigion has several distinct parts, all of which could be seen as destinations in their own right, given the variety of what they offer. The Coast: Cardigan Bay, award-winning beaches, good bathing water quality, Special Area of Conservation, Wales Coast Path, marine wildlife, coastal towns and villages Aberystwyth: vibrant seaside and university town; mid and west Wales focus for retail, culture, education and leisure Cardigan: castle, town, nearby attractions and the Teifi Estuary The Cambrian Mountains: rural landscapes, outdoor activities and local produce The Teifi and Aeron valleys: dynamic rivers renowned for good angling, market towns, heritage and wildlife Dyfi Biosphere: the only such UNESCO designated area in Wales Ceredigion is already an established tourist destination, having seen boom times with the arrival of the railways during the Victorian era and later during the 1960s/70s. The tourism product has reached a degree of maturity. To make our tourism industry sustainable with a low level of local population there is an over-riding need to attract more high-spending visitors, particularly during the low season. Ceredigion can offer many diverse attractions to a number of different markets. Ceredigion does not rely on one single core element. This provides a strong and flexible base from which we can work. 5

6 2 Background to the Destination Management Plan Tourism is a complicated industry involving the public, private and third sectors and the local community. Working alone, local businesses cannot manage and sustain tourism across a destination. Similarly, there are many public agencies that contribute in different ways to tourism development and management. For tourism to successfully contribute to a sustainable economy all parties need to co-ordinate activity and work in partnership to achieve common, agreed goals. Destination Management is a process of co-ordinating all the aspects of a destination that contribute to a visitor s experience. It takes into account the needs of visitors, local residents, businesses and the environment. A Destination Management Plan (DMP) is a shared statement of intent to manage a destination over a stated period of time, articulating the roles of the different stakeholders and identifying clear actions that they will take. In June 2011, Ceredigion County Council approved its Tourism & Visitor Economy Strategy for Ceredigion *. The strategy was drawn up by the Tourism Company under commission from Ceredigion County Council and the University of Wales Trinity Saint David, Lampeter. The development of the strategy included a wide stakeholder consultation. It was agreed at the outset that this strategy should be the backbone of the Destination Management Plan. This Destination Management Plan therefore begins with the above strategy which should be referred to for background information. In June 2013, Visit Wales launched Partnership for Growth**, the Welsh Government Strategy for Tourism. The aspirations for Ceredigion are in line with those of Wales as a whole. The overall aim of the Ceredigion Destination Management Plan is to: Develop a high quality, viable and sustainable, all year visitor economy which Sensitively makes the best use of the distinctive natural and cultural qualities of the county and Maximises the value of tourism to the local economy Our main target: We aim for modest growth in both the volume and real value of tourism over the next decade. This is a challenge in the current situation but we think a realistic target to aim for is a 1-2% growth pa, or 10% overall growth over the next decade. * Tourism & Visitor Economy Strategy for Ceredigion can be found at: ** Partnership for Growth can be found at: wales.gov.uk/topics/tourism/developmentl1partnershipforgrowth/?lang=en 6

7 Destination Management Plan Ceredigion The Ceredigion Destination Partnership The Ceredigion Destination Partnership was formed in 2012 to create a working structure for tourism in the county. The Partnership meets regularly to discuss destination management matters. One of the first targets for the Partnership was to develop this management plan and to agree the action plan for the destination. The Partnership will arrange annual public meetings to discuss matters relating to tourism and to disseminate information about the destination management process, achievements and aspirations to wider stakeholders. The Executive Group of the Destination Partnership currently consists of the following organisations. Additional partners will join the wider partnership as the process evolves. Tourism Partnership Mid Wales Twristiaeth Ceredigion Tourism Mid Wales Tourism Natural Resources Wales Ceredigion Destination Partnership Federation of Small Businesses The National Trust Job Centre Plus Ceredigion County Council 7

8 4 The Challenges Now is the time to assess our future needs and priorities and to work together to plan future actions. We need to build on our strengths, address our weaknesses, exploit our opportunities and minimise our threats. The Ceredigion Destination Partnership aims to attract more visitors to Ceredigion to grow the visitor economy, especially in the off-peak seasons. Looking to the future, we face a number of pressing challenges in order to do this and we accept that we share these challenges with many other UK destinations. Challenge Increasing competition from other destinations Identifying new markets and capturing business from other domestic destinations Changing market requirements and all year round aspirations Response We aim to raise the profile of Ceredigion within existing and potential markets We will adopt a research-led development approach and will sell what makes us different We will adapt to market needs and will provide the sort of experiences, facilities and service that people want Tourism is often seen as being a stand-alone industry - the preserve of accommodation providers, attractions, beaches and holidays for people from outside the county. In Ceredigion, tourism is much more than that; it is a fundamental part of the county s economy and culture: It provides opportunities for diversification in the agricultural and forestry sectors It provides a market for local food, arts and crafts producers It provides opportunities for second-income generation for many residents It links with higher education through courses, research and project delivery It provides jobs for local people It provides on the doorstep recreation and leisure for residents It is the catalyst for many community-based projects that promote local distinctiveness and celebrate local themes It provides facilities that benefit the health of local residents e.g. walking and cycling routes It brings in much-needed income for many small businesses that might not consider themselves as being in tourism. By working together we can meet the challenges and achieve our aspirations. This plan identifies the current priorities for investment and growth. 8

9 Destination Management Plan Ceredigion Cross Cutting Themes In developing this plan we are committed to sustainable growth that fully acknowledges that those qualities that attract visitors to Ceredigion need to be safeguarded for future generations of residents and visitors alike. Delivery of the plan will take account of the following cross-cutting themes: The Welsh language Accessibility The natural environment Sustainability The need to create long-term value and jobs within our communities Research ensuring activities are demand led 9

10 6 The Strategic Context and Objectives The Ceredigion Tourism Strategy identifies the four strategic objectives which form the backbone of the Destination Management Plan. These objectives will drive activity and shape priorities over the next 5-10 years. SO1. To encourage more visitors to Ceredigion: We need more visitors, particularly in off-peak periods. There is a need to raise the profile of the destination and encourage those who are already familiar with it to return more often. SO2. To invest in a quality product: We need to enhance the quality of our offer at all levels. It is the better quality destinations and enterprises, often irrespective of price, that perform the best. Quality facilities mean higher occupancy and a longer season. SO3. To invest in a skilled tourism workforce: The skills of the workforce are a key component in the ability of tourism operators to offer a high quality experience and to succeed in meeting their business objectives. SO4. To adopt realistic performance indicators for tourism: Quality management involves careful monitoring. We have agreed a series of practical, realistic performance indicators and we will monitor the success of our actions by setting criteria that can be quantified. The above strategic objectives align with the focus points from the Visit Wales Partnership for Growth strategy as follows: Promotion SO1 Product Development SO2 Place Building SO2 People Development SO3 Profitable Performance Overarching theme across all Strategic Objectives Each Strategic Objective is explored in more detail over the following pages. The Ceredigion Destination Management Plan has a separate working action plan that plots partner activities against performance indicators. The action plan is a dynamic document that will be added to and updated on a regular basis. 10

11 Destination Management Plan Ceredigion Promotion Strategic Objective 1: To encourage more visitors to Ceredigion One of our main challenges is increasing competition from other destinations. Our primary objective in this section therefore is to raise the profile of Ceredigion within existing and potential markets. We accept that to be effective our campaigns need to be led by research into market and visitor behaviour and this needs to be used to inform partner activities. To this end, one of the activities of the Partnership will be to develop and implement a partnership research plan that links product development and promotion to informed investment. PRIORITIES 1. To agree an identity that is relevant to modern markets. We will develop brand guidelines so that the identity can be used consistently. We will develop and implement an effective joint marketing plan. 2. To make effective use of digital marketing, social media and user-led content. We will exploit any positive opportunities for media coverage. 3. To support the delivery of tourist information services and to investigate alternative methods of delivering tourist information in rural locations. Context We will build on the characteristics outlined in the introduction to promote the whole county as a quality destination. To this end, we need to address the context and awareness of the name Ceredigion. We will achieve this by working together to agree an identity that reflects the needs of the modern market. We need to develop a more efficient and cost-effective marketing approach involving joint PR and digital marketing. We will work in partnership to access and distribute stimulating product information for all media and to target relevant market sectors. We will build on the existing high visitor satisfaction factor to target return visits. The county has a strong and well documented heritage and cultural asset that can be used for developing and delivering local sense of place products. This is currently being highlighted by a number of television programmes that are being filmed in the county. We must take advantage of this opportunity by encouraging in-destination support and information to visitors attracted by this exposure. Visit Wales sources information from all sectors that will raise the profile of Wales and its marketing areas on a national and international basis. We will share interesting stories to support and grow these with national media and trade contacts and with the widest possible audience of potential visitors. We will collaborate to achieve this at a national, regional and local level. Market and Visitor research We need to know who our customers are and what they think so that we can develop appropriate marketing messages. To this end, it is important to understand how visitors and non-visitors see Ceredigion in relation to its competitors and to know what drives their destination decisions. We will work together to share existing research and to commission new surveys across all trade sectors. Means of communication We will adopt an effective approach to sustaining existing markets and generating new customers based on pro-active PR and digital marketing. We will make better use of social media to promote the destination. We will investigate new ways of providing in-destination marketing material that summarises and presents the best of the local offer. Product led approach We will work with partners to develop products that our customers want see section 8. These products will fuel our marketing activities. 11

12 8 Product Development and Place Building Strategic Objective 2: To invest in a quality product (1) In the next two sections we look at our priorities for product development and place building. Without doubt, Ceredigion s finest assets and the main visitor draw are the coastline and access to Cardigan Bay: award winning, well-managed beaches, good bathing water quality, attractive coastal towns and villages, marine leisure and wildlife spotting opportunities. The majority of the county s bedstock is located on or near to the coast. This asset must, therefore, feature highly in our aspirations for future investment but not at the expense of the remainder of the county. Emphasis will focus on supporting and maximising opportunities wherever they are located. We acknowledge that growth will require continued investment to build on the existing products and to raise the quality of provision. We will work to improve and, where possible, extend the offer in physical and seasonal terms and to safeguard the jobs of those working in the industry. Where possible, we will encourage investment that brings new jobs to the county thus offering a career path for our young people. It is important to recognise how tourism links with other sectors and aspects of life in the county. As an effective partnership we must work closely with and understand the needs of stakeholders in the wider context. Opportunities and resources for product and place development will often be provided by initiatives that are not necessarily tourism sector driven, although tourism might be cited as justification for the project, a benefit or as a target sector. It is crucial, therefore, that all partners work together to ensure that projects are well-informed and customerled, otherwise we run the risk of duplication, displacement, market saturation and stand-alone projects that lack relevance. In general we will encourage fit-for-purpose projects that: provide income for local businesses provide jobs and career opportunities offer opportunities for farm and land diversification promote local produce and supply chains encourage healthy access to the countryside develop local distinctiveness 12

13 Destination Management Plan Ceredigion a Product development To be visible above other destinations, we need to invest in our products to make them stand out in terms of quality and desirability to the customer. PRIORITIES 1. Continued investment in the coastal product: Securing bathing water quality of the highest possible standard, beach management, infrastructure and accommodation. Further development of the Ceredigion section of the Wales Coast Path especially in the provision of catering, refreshments and overnight facilities. Developing local sense of place initiatives that give the Ceredigion section of the Wales Coast Path an individual and local feel. Encouraging small-scale developments that enhance access to Cardigan Bay and that cater for the needs of the watersports community. 2. To develop quality products that enable us to combine activities to create attractive product packages e.g. itineraries, events and trails featuring a combination of product, accommodation and transport options: Further investment in access routes for all users in the countryside, especially the continued development of strategic routes and local links. (see context below.) Enhancement of those routes by the development and growth of added value tourism products e.g. food and drink trails, industrial and maritime heritage, faith, music, arts and crafts, literature, genealogy etc. to provide an authentic sense of place experience. 3. The development and promotion of off-peak activities, notably events and also business travel. We will support and promote facilities that improve wet-weather provision including activities that are not weather dependant. Context - Our Products Ceredigion can offer many diverse attractions to a number of different markets and does not rely on one single core element. This provides us with a strong and flexible base from which we can work. These products need to develop to meet the requirements of the client market sector and should aim to exceed visitor expectations if we are to encourage repeat visits and good word of mouth recommendations. Listed below (in no particular order of importance) are our product development areas. Events Ceredigion already hosts a number of regular quality events based around different themes: agriculture, food, sport, equestrian, cycling, angling, walking, heritage, music etc. These events are spread 13

14 around the county both coastal and in-land and they are important for drawing in more visitors. We will encourage the development, effective management and better promotion of existing events and will strive to attract new, major high-profile events to the county. Family Holidays The coast is one of Ceredigion s main attractions for families seeking beach holidays or for rural holidays within easy reach of the coast. Continued investment in this asset is a priority both in financial terms and also from a resource and marketing perspective. The management of clean and safe award-winning beaches that continue to achieve the highest possible bathing water quality is essential. Other key priorities are the provision of toilets, beach cleaning, recycling and waste collection services, the provision of lifeguard and beach officer services, disabled access, car parking and the control of dogs. The continued investment in and provision of good quality added-value facilities such as accommodation, retail, food and leisure activities is also a priority. Food and Drink The availability of quality, affordable food and drink, delivered with good service is a fundamental part of the visitor experience. It underpins all other aspects of a destination, regardless of the activity or attraction that brings in the visitor. A recent project, Taste Trail Ceredigion has proved very successful in bringing together local food producers. Ceredigion food products and brands have an international reputation for quality and distinctiveness. The produce available today at farmers markets, farm shops, local butchers, cafés, pubs and restaurants is wide ranging. Throughout the county there are a variety of award winning producers including sea-food, cheese makers, beekeepers, vegetable growers, flour mills and meat producers. The county has a growing number of drinks producers with whisky, gin, beer and cider added to internationally known Welsh spring water brands. We will continue to work with the food sector to ensure that local food and drink is of a good standard, is readily available and is well promoted. The Ceredigion section of the Wales Coast Path is one of the county s finest assets for walkers, linking together Ceredigion s many fine beaches and coastal settlements. As part of the Wales Coast Path, this asset can benefit greatly from national marketing campaigns. However, continued investment is needed to ensure that the Ceredigion section stands out as a must-visit and first choice part of the national whole. The Cab-a-Bag luggage transfer scheme and the Cardi Bach local bus service are two examples of initiatives that add value to the coast path and which need continued support and promotion. Opportunities exist along the coast for year-round added value products such as local food, poetry, folklore, arts and crafts. These must be developed to make the Ceredigion coast path experience better than elsewhere. The accommodation sector must understand the needs of walkers and provide and promote the services and facilities expected by them. Coastal communities need to engage with path users and provide them with a welcome. The public sector needs to continue to provide and invest in the infrastructure required to support the use of the coast path such as toilets, car parks, coherent signage, access and information points, all ability access sections etc. A priority aspiration for this plan has to be the completion of the southern part of the coast path in Gwbert, Cardigan and also the coherent connection of the northern part of the path to Tre r Ddol, Taliesin and Ynyslas. Walking is probably one of Ceredigion s most important products with visitors consistently rating the countryside as a main attraction. As well as the coast path, the County Council continues to work with partners to invest in an extensive county-wide network of promoted inland walking routes, with the long term aim of providing a round Ceredigion walk. The remaining phase of this aspiration is the development of a cross-border Teifi Valley route that links the coast path at Cardigan with the Ystwyth Trail in Tregaron. A number of towns and villages within Ceredigion have successfully achieved Walkers are Welcome status. The County Council has recently delivered the Paths for People project which has improved many local paths around the county. We need to build on this work and to identify other national schemes to attract more visitors. Cycling There are a number of interesting routes for cyclists both on and off-road throughout the county. Two Sustrans National Cycle Network routes NCN 81 Lôn Cambria and NCN 82 Lôn Teifi are promoted via their own bespoke maps and guide books. The off-road mountain biking facility at Bwlch Nant yr Arian and its cross-country Syfydrin trail are popular with locals and visitors alike and this site has scope for further development in future. The multi-user Ystwyth Trail has two remaining development priorities: to link the trail into the town of Tregaron and to transfer to an off-road section where it uses the highway at Tyn y Graig. We will work with partners such as Natural Resources Wales and other landowners to continue to enhance the cycling product. 14

15 Destination Management Plan Ceredigion Watersports The opportunities for major marine developments are limited along the Ceredigion coastline. However, there are opportunities for the provision of improved and new small scale infrastructure developments that cater for access to the sea. This is a growth area for Ceredigion with many more people seeking access to Cardigan Bay waters and also to inland waterways. Dinghy sailing and surf and sail board training facilities are available in key locations such as Borth, Aberystwyth and New Quay. Llandysul is a nationally renowned centre for kayaking. Coasteering and river canoeing is catered for in Cardigan. We will encourage the development of facilities that cater for these activities including the reinstatement of the activity centre at Maesnant on Nant y Moch reservoir. Equestrian Ceredigion County Council is committed to the improved availability and promotion of equestrian routes throughout the county and is working with partners to increase the number of promoted routes. These routes provide local opportunities for investment and economic interaction and are often developed in partnership with private sector operators that can provide the facilities needed by the equestrian sector. Combined with the growing interest in harness racing and the breeding of the famous Welsh Cob, the equestrian product continues to grow. Angling Ceredigion can boast a complete package when it comes to angling with opportunities for quality course, game, sea and shore fishing. There are over 25 angling clubs and private fishing operations in the county as well as a number of boat operators offering fishing trips into Cardigan Bay. Beach fishing is a popular activity all along the coastline. Ceredigion pioneered the Anglers Welcome scheme bringing together accommodation that can cater for the needs of anglers of all disciplines. Many private fisheries have continued programmes of investment. Angling clubs offer guiding services to visiting anglers. We will work with partners, especially Natural Resources Wales, to continue to enhance the angling product. Golf The county has four championship 18-hole courses (two of which are links courses and one of these can boast to being the oldest golf club in Wales) and six 9-hole courses. The clubs have previously considered working together to promote the availability of spare capacity. We will encourage this type of partner activity to consolidate the product throughout the county. Culture and Heritage We will encourage further investment at our key heritage sites such as the National Trust property at Llanerchaeron, Cardigan Castle, the Cadw properties at Strata Florida Abbey and Furnace, the National Library of Wales, Ceredigion Museum, the Urdd facility at Llangrannog and initiatives in the former metal-mining communities. Ceredigion has two narrow gauge railways, the Vale of Rheidol in Aberystwyth and the Teifi Valley Railway at Henllan near Cardigan, and the funicular Cliff Railway on Constitution Hill in Aberystwyth. These attract many visitors throughout the year and we encourage further investment in these attractions. The cultural offer extends beyond the built heritage and industrial past. The county s links with the poet Dylan Thomas have yet to be fully exploited and we will build on the legacy of the Dylan Thomas 100 celebrations. There are many other literary-based subjects that are worthy of development into a more viable tourism product and many of these have strong links to the Welsh language. We will work with partners to strengthen this product area. 15

16 The county has a strong cross-denominational faith tourism product which has scope for development and promotion in international markets. These include links with the patron saint of Wales, St David; international missionary work; the National Catholic Shrine of Wales in Cardigan; the growth of early non-conformism in Llangeitho; the concentration of Unitarianism in the Teifi and Aeron valleys with strong links to early American settlements and pilgrim routes linking Strata Florida and Llanllyr Abbeys with St Davids in Pembrokeshire. Faith tourism can diversify into many associated subject areas such as genealogy, architecture, local history and spirituality. It is an ideal vehicle to bring visitors deep into rural communities. Growth in the faith tourism product will be encouraged and we will work with partners including the University of Wales Trinity Saint David, Lampeter, as a leading body in the field to achieve this. The maritime history product of the county is very underdeveloped. The county has a strong maritime legacy that includes ship building, international import and export of goods, smuggling, herring fishing and emigration. Maritime history also plays an important role in shaping the vernacular architecture of the county. We will strongly encourage the development of co-ordinated projects that celebrate this important aspect of the county s heritage. Arts, Music and Crafts Ceredigion is home to many contemporary artists who work in a range of media. Many open their studios or put on special exhibitions during the annual Ceredigion Art Trail. There are exhibitions at the Aberystwyth Arts Centre and at Theatr Mwldan and a growing number of art galleries across Ceredigion as well as a number of public art installations throughout the county. We will work with partners in this sector to help provide gallery and performance space across the county where it is practical and appropriate. The county has five contemporary theatre facilities: Aberystwyth Arts Centre and Arad Goch in Aberystwyth, Theatr Felinfach located between Aberaeron and Lampeter and Theatr Mwldan and the Small World Theatre in Cardigan, all of which cater for a wide variety of performances and audiences. Gardens and Growers The climate that supports Ceredigion s lush countryside also benefits commercial growers and keen gardeners. Historically, the county had many walled gardens attached to the country houses supplying food for the household and guests. Surviving examples open to the public remain at Llanerchaeron and Ty Glyn. A historic manufactured landscape, the brainchild of Thomas Johnes reflecting the ideas of the 18th century Picturesque movement, is being restored at the Hafod estate under the management of Natural Resources Wales and a local Trust. Many private gardens are members of the National Gardens Scheme and open at various times of year to the public. There are some 25 commercial growers in the county ranging from large garden centres to small specialist growers; many of these are open to the public. We will work with this sector to ensure that the product can reach its full potential. Accommodation and attractions To support the aspirations for product development, continued investment in the accommodation, attractions, food and drink and retail sectors is needed. The county benefits from an accommodation sector that is mostly graded at the higher end of the scale. In bedstock terms, the sector is dominated by the static caravan market followed by self-catering accommodation; however, there is a shortage of bunkhouse/hostel accommodation (especially along the coast path). We will encourage the use of research to inform where strategic gaps exist and then to investigate opportunities for relevant investment. The county lacks a choice of quality all-weather attractions. We will encourage the sustainable development of such attractions where opportunities exist. Business travel is a growing market, especially in Aberystwyth. We will encourage developments that meet the needs for this sector. Vehicular Tourism Many day visitors arrive by car or motorcycle, touring via the Cambrian mountain routes into Tregaron or via the Elan Valley into Devil s Bridge and Aberystwyth or along the main A487 coast road. These routes are also popular with owners clubs and interest groups for organised outings and this presents a potential growth market given recent exposure on programmes such as Hinterland. There is potential for marketing that attracts this type of activity. In recent years there has been a noticeable increase in the number of motorhomes visiting the area. Bespoke facilities for this type of vehicle are lacking and there is potential for growth in this market. Off-road access to the countryside is a pastime that has traditionally been popular in the more remote parts of the county. There is potential for growth in this sector. 16

17 Destination Management Plan Ceredigion b Place Building Strategic Objective 2: To invest in a quality product (2) To be a successful tourism destination we need to work together to provide a high quality environment for the visitor that benefits the host communities and helps to generate income and jobs. We also need to make access to and within the county easier by both private and public transport. To this end, the Ceredigion Destination Partnership is committed to working together to deliver a sustainable and effective destination management programme that meets the needs of the resident population as well as the visitor. PRIORITIES 1. The co-ordination of basic destination requirements such as signposting, parking facilities, toilets, tourist information, litter collection and encouraging further investment in these key areas. 2. I nvestment in the transport infrastructure especially into the county, including road and rail improvements and road signage to destinations within the county particularly from the M4 corridor via the A40 and the A48 in Carmarthen. 3. To work together to deliver an authentic and sustainable sense of place experience to our visitors: To support key strategic investments such as the Aberystwyth Regeneration Area, the Cardigan Castle development and the Teifi Valley Local Growth Zone and to encourage further public and private sector investment in these areas. To encourage greater investment in the physical environment of smaller towns and villages, including the built heritage asset. Context When discussing the coastal product in the context of place, some of the fundamentals are important for visitors - signposting, car parks, beach management, toilets, tourist information, litter collection etc. If we get this right, the added value items such as delivering an authentic sense of place experience will fall into place more easily. We will encourage initiatives that draw out the local sense of place thus exploiting the overall distinctiveness of Ceredigion. We will encourage greater use of local food, arts, crafts, biodiversity, heritage and culture to support this objective. In the south of the county, on-going project work at Cardigan Castle and the proposals for a Teifi Valley Local Growth Zone will be an opportunity for growth and investment. Opportunities for working with cross-border partners in Carmarthenshire and Pembrokeshire will be explored to maximise investment and growth in the market towns of the Teifi Valley. 17

18 Aberystwyth is currently attracting a significant amount of investment resulting from its status as a Regeneration Area under the Welsh Government s Regeneration Strategy. As an established centre for commerce, education and leisure, this investment will help to sustain the importance of the town in mid and west Wales as a first choice destination for business, retail and associated activities and will bring much needed jobs to the area. Future plans are in place for the development of a state-of-the-art athletics and cycling facility that will again bring focus on the town as regional centre for quality sports events. We will encourage on-going development and investment and will support the promotion of the town as a centre of regional importance. Working with cross border partners we will encourage investment and development in line with the aspirations of other spatial initiatives: The Cambrian Mountains Initiative presents opportunities for businesses in the necklace of small towns and villages surrounding the Cambrian Mountains. The Dyfi Biosphere, the only such UNESCO designated site in Wales, also presents opportunities for localised investment. The proposals submitted as part of the Teifi Valley Local Growth Zone initiative will present opportunities that will develop that area as a tourist destination and will benefit communities along the river Teifi. Visitors spend a large proportion of their time and money in the towns and villages of any destination. The quality of the built environment is an important part of the visitor experience and we will encourage schemes that bring physical improvements to the towns and villages of the county thus maximising the economic benefit from visitors. We will also encourage schemes that improve or enhance the built heritage asset of our towns and villages such as Townscape Heritage Initiative grants. Most of the county s key attractions are based on natural beauty. It is paramount that this environmental asset is maintained for future generations. We will encourage greater investment in effective management of the environmental asset, be that agricultural, marine or countryside, landscape, environmental or wildlife. Vehicular tourism has been referred to previously. The noticeable increase in traffic during the established tourist season places demands on the existing infrastructure. Demand for car, motorcycle and motorhome parking increases, raising local parking issues and congestion at many coastal destinations. Demand for toilets at key locations, and rubbish collection also increases. The partnership will work together to address these issues and will encourage further investment in facilities where they are known to be appropriate. 18

19 Destination Management Plan Ceredigion People Development Strategic Objective 3: To invest in the tourism workforce We acknowledge that tourism operators require a skilled and confident workforce in order to offer a highquality experience which meets or exceeds customer expectations. PRIORITIES 1. To develop and implement a Ceredigion-focused customer service programme, including a tourism mentoring scheme. Successful implementation will send out a consistent message and level of customer service quality. 2. To encourage businesses to take advantage of training opportunities to improve the skill base of the workforce at all levels of the business. We will work with partners to identify and fill skill gaps and to promote tourism as a career choice for young people. We will investigate the practicalities of producing a skills directory that is relevant to the industry. 3. Encourage participation in sense of place initiatives and best practice learning journeys in order to make the Ceredigion offer more distinctive Although much work is being done to provide training opportunities, experience shows us that take-up of training is relatively weak from the majority of small businesses in Ceredigion. We will encourage businesses to invest in their workforce as this will help them to adapt to meet changing market trends and customer needs. We will support a range of activities that will encourage business owners to take advantage of new and existing opportunities for staff development across all levels of their business. We will encourage more young people to consider tourism as a long-term career choice. There are many providers of support and training and we will work with partners and other local agencies and organisations to provide business advice and training in areas such as business management, marketing, customer care, chef skills and local product knowledge. We will work with regional and national partners to encourage more sense of place initiatives. Through partnership working and appropriate business development events/training, we will help to raise awareness of and promote iconic products within Ceredigion. 19

20 10 Performance Management Strategic Objective 4: To establish quality management processes To be credible, the Destination Management Plan needs to be able to demonstrate what actions have been undertaken and where successes and gains are being made. To support the aspirations contained within this document a Destination Action Plan has been developed which links directly to each Strategic Objective and its relevant action points. Every action in the plan will show the partners most appropriate for its delivery and the performance indicators by which it is going to be monitored and assessed. The action plan will be reviewed on an on-going basis. 11 Contacts The delivery of the aspirations contained in this plan will fall to the partners to deliver elements as appropriate within their remit. The contact details of the partners on the executive group are given below: Organisation Telephone Ceredigion County Council tourism@ceredigion.gov.uk Ceredigion Federation of Small Businesses garethp@pegwn.com Job Centre Plus Sara.kenny@dwp.gsi.gov.uk Mid Wales Tourism info@mwtcymru.co.uk National Trust paul.boland@nationaltrust.org.uk Natural Resources Wales enquiries@naturalresourceswales.gov.uk Tourism Partnership Mid Wales info@tpmw.co.uk Twristiaeth Ceredigion Tourism chairman@ceredigiontct.org Design: wwwfbagroup.co.uk CCC /