What price tourism in Wales?

As public sector ‘savings’ continue to be made, and local authorities and government departments across the country feel the effects of this, it would seem at times that little thought is given on the impact of this on an industry that spans a number of departmental responsibilities.

The structure of tourism support across Wales has been under review once again in recent months, and the outcome of that is due to be made clear this week. The uncertainty that this review has brought with it has not helped the industry, and neither has a similarly uncertain feel through Visit Wales. 

In May this year, the Welsh Government launched the new tourism strategy – Partnership for Growth – 2013-2020, and a supporting action plan for the first three years of the strategy. There are a number of commendable aspirations within the strategy, although until such time as the review of the Regional Tourism Partnership is completed, the future of organisations beneath them such as Trade Associations potentially hangs in the balance.

There are further changes on the horizon as well in that organisations that represent the collective voice of the industry across Wales, are seeing changes to the way in which they are funded. The Wales Tourism Alliance, the recognised voice of the industry in the country will in future have to tender to receive financial support for the activity it undertakes in terms of business led communications and feedback. The terms of this contract are yet to be determined, and the value of it has already been stated as significantly less than in previous years.

The industry is worth over £3bn to the economy in Wales, and yet the expenditure to support it is minimal in comparison. Marketing campaigns come and go, and the impact of them at times is unclear. Tourism currently sits within the Enterprise, Science and Transport portfolio in Welsh Government, but receives a very small allocation of that departmental budget. The various financial schemes available to provide support for the industry, such as the Tourism Investment Support Scheme are being reduced year on year, and yet the industry is expected to deliver a growth in tourism earnings of 10% by the end of the current strategy.

The industry has the potential to deliver huge growth, both in terms of jobs and income. There are many creative entrepreneurs amongst our tourism business community, and with a continual development of new businesses and expansion and investment in existing businesses as well there is much that can be achieved. However none of this will happen unless proper, long term, well thought out support is provided for the industry, and it is freed from being a political pawn.  Industry representative bodies such as the Wales Tourism Alliance, and Trade Associations across the country are vital to providing this support, and must be listened to by those in power if the desired outcomes of strategies and more are to be achieved. The industry is hugely valuable. It is time it was truly valued.

The Wind of Change is blowing!

Here we are in September, and as I was listening to my iPod playing 'Wind of Change' by the Scorpions (remember that one?!) it got me thinking about where we are now and where we may be heading.

We have had the driest summer since 2006, which has been something of a relief for many in the tourist industry. The nice weather has brought the visitors out in their thousands, and with any luck they've been spending a little bit too. Add in the range of sporting events that Pembrokeshire has hosted this year, from the Tour of Pembrokeshire, to The Long Course Weekend, to Ironman, and this weekend the Red Bull Cliff Diving and we've had a good mix of 'bonus' activity to attract more people to come and visit.

Over the course of the next few weeks, Pembrokeshire Tourism, and quite possibly other organisations as well, will be undertaking some survey and research work to get a more in-depth understanding of just what this summer has meant for business, but, and it's a fairly big BUT, there's something else to bear in mind as well.

Time doesn't stand still. The world continues to change. People change. Their needs, desires, wants, wishes and dreams change. Whilst research into how successful a season has been is important to be able to benchmark things like business growth, changes in visitor habits and so on, it's also crucial that we don't get so wrapped up in looking backwards that we forget to move forward.

The 'landscape' continues to change and evolve - whether it's actual physical changes from new buildings to changes in footpaths and rights of way, or the political landscape, each and every one of us needs to maintain an awareness of what those changes are. Some we can't control (much as we'd like to be able to change the weather on demand!), but others we can. When it comes to your business, your activity, your personal outlook, or that of your organisation, you are in charge. It is up to you!

At time of writing, from the perspective of Pembrokeshire Tourism, we are still waiting to hear the outcome of a Welsh Government review into the structures of the Regional Tourism Partnerships and the funding that they provide. Whilst we may not have the answer and outcome as yet, what we can't afford to do is simply sit around and wait to see what that statement will be. We are continuing to evolve and develop what we do here at Pembrokeshire Tourism, introducing new ways of working with and for our members, and for the industry as whole.

It is the same for all businesses in the tourism industry. Sometimes the continuing progress of the business will be something as simple as investing in redecoration, an update to marketing materials or a new menu. Other times it may be a more sizeable investment in the structure, whether that be an extension or a new attraction. However, personally, I don't know that all business development and evolution has to cost money.

Think about it. What can you offer that would be something different or new that will enhance your business? A simple newsletter communicating details of local events that are of interest to your customers perhaps (lots of ways of sending out professional 'corporate' mailshots for free and monitoring their success too). Or maybe ensuring a dinner reservation at the local restaurant is made as part of the accommodation booking.

The Welsh Government Strategy for Tourism has a clear focus on delivering quality, growth and a sustainable industry. However it is very much up to each and everyone of us involved in that industry to do this. There are no magic wands, the grant funds are limited, and there is no 'quick fix' either. It is fair to say that the days of doing things the same way as we've always done are gone. Opportunities are there to be taken, if you are prepared to do things differently and do different things. As Mahatma Ghandi said, "Be the change you wish to see in the world".

So, whilst you recover from a busy summer, and no doubt take some well earned time off at some point too, don't forget to keep your imagination active - the autumnal winds are arriving, but so are the opportunities to explore, expand, and deliver great things for our businesses, and our visitors. Pembrokeshire truly is a place without equal (to me anyway), lets keep it that way and for the right reasons!

Pembrokeshire in the Sporting Spotlight

This weekend will bring the attention of the world sporting media firmly to rest on Pembrokeshire, as the Ironman Wales event takes place. For those of you not familiar with this event, competitors of all ages will take part in a thoroughly gruelling endurance event comprising a 2.4 mile swim in the sea,  a 112 mile bike race, and a 26.2 mile run across the roads of South Pembrokeshire.

Viewed as being one of the toughest events in the Ironman series, this event, now in its 3rd year here in Pembrokeshire, attracts more and more competitors each year, this year seeing 1,850 participants lining up to give of their best. The event also brings with it an 'Ironkids' competition with a variety of swim and run lengths dependent on competitor age.

Pembrokeshire is developing something of a reputation for sporting events. Last weekend the Caldey Swim saw just under 50 competitors brave the chill to swim from the mainland, out to Caldey and back again, a distance of around 2 miles though variable depending on tide and other conditions. Next weekend we will see sporting activity of a different kind in the north of the county as the Red Bull Cliff Diving event returns to the Blue Lagoon at Abereiddy. Earlier this year we saw the Tour of Pembrokeshire cycle event in April, and in July the Long Course Weekend.

But what do events such as these mean for the county? Obviously they bring an immediate boost to the visitor economy when competitors are here for the event and requiring places to stay and eat, and with any luck their supporters too. In some cases, we know that competitors are coming down earlier in the year to scope out routes and so on in preparation for the main event, and so of course require accommodation and sustenance then too.

That said however, what can we do to entice these people back outside of the sporting calendar, persuade them to select the county as a holiday destination. What about those who are tuning in watching coverage of the event on TV (the Long Course Weekend footage has aired on digital channels in the last few days). These people, if given good service, a warm welcome, assistance when required with kit and food requests maybe, will think back to the area with more than just a recollection of the event that brought them here.

We hear regularly from competitors in events such as Ironman that the support they are given as they go round the course from complete strangers (our local residents) is superb, and right up there with the best, if not THE best. Having witnessed the crowd support during the Long Course Weekend this year, and at Ironman last year, I know this to be true.

With this in mind, and as we dive into another two weekends of sport, take a moment to think about what opportunities you are being presented with. You could be looking at securing bookings for holidays next year, or getting some additional covers in the restaurant this evening or maybe on Monday. Gather information, email addresses or similar to be able to maximise the contact and follow up opportunties. Most of all, be warm and welcoming, smile and encourage. The little things are sometimes the ones that make the biggest difference.

Summer Sun = Happy Holidaymakers AND Happy Businesses

The summer holidays are nearly at an end, and the frenzy of last minute back to school shopping is reaching fever pitch. This year has seen one of the best summer periods from a weather point of view in a good couple of years, much to the relief of many in business in the tourism trade, and of course to holiday makers!

Coastal areas in particular have seen a significant upturn in fortunes, as have the larger attractions such as Oakwood Theme Park, Folly Farm Adventure Park and Zoo, Heatherton World of Adventures and Anna's Welsh Zoo (Manor House Wildlife Park) to name but a few. Whilst there may have been many day trippers in the area, there have of course also been those staying in the county as well, and so hotels, guest houses, B&B establishments and of course pubs, restuarants and shops will have all seen some boost as well. The self catering sector has been a little different in that predicting bookings has been more challenging, as the trend towards last minute booking continues to grow, but again, those who have invested in marketing and online booking facilities will have seen a healthy flow of visitors through the doors.

But how can we maximise the opportunities presented by a good season? Obviously, people who have visited and had a good time, nice weather and received good service are going to be feeling quite favourable towards the place, and more likely to consider returning in future. So, whilst they have that warm glow from a good time, what can we do to perpetuate that and secure that repeat business?

Many businesses hold customer data in the form of mailing addresses or email addresses, but then do nothing with it. This, and failing to collect the data in the first place, is possibly one of the biggest missed opportunities we see. With freely available software like MailChimp enabling you to create e-newsletters, target them towards specific groups and monitor the responses, it is remarkably straightforward to keep in touch with your customer, and send them newsy updates, and special offers to entice them back through your door. Equally a simple postcard or printed newsletter, whilst more costly, can also encourage your visitor to remember you fondly, and feel that little bit 'special' given that you've taken the time to get in touch.

Whether you offer a simple 'book by x date to secure your break at 2013 prices' or an additional night, a bottle of wine with dinner or a discount on a second stay in the same season, small gestures such as these, when delivered with a distinctly personal touch can really make a huge difference in terms of obtaining repeat business.

Whilst we cannot guarantee the weather, a good experience this year, will undoubtedly promote a positive response in the mind of the visitor. So even if the weather next year isn't quite as warm, by being well prepared with information about the 'all weather' attractions and options for different groups of visitor, you can continue to add to the positives that the visitor experiences. It really isn't rocket science! Smiles, providing appropriate information, taking the time to listen and sharing your good experiences with your visitors, all of which cost next to nothing, can reap huge rewards in terms of the bookings diary and end of season bank balance. What are you waiting for?!

 


Watch the BBC Wales News report on the summer season here.

Oakwood Theme Park

Folly Farm Adventure Park and Zoo

Heatherton World of Adventures
Anna's Welsh Zoo

What price a picture?

Type any random word in to the Google images search and you will end up with page after page of images associated with that word. When producing documents for internal use, or to assist with a school assignment, the simple copy and paste is quick and easy, and rarely given a further thought.

What happens though when you start picking up images and using them in marketing material, or even on websites? Again when the internet is flooded with images, apparently freely available, it can be all too easy to get caught out. Just because an image appears in the Google search or indeed elsewhere, that doesn't mean that you can use it for your own purposes or in any manner you see fit.

There are companies that compile libraries of images which are available for use by others for a fee. Sometimes the image will be watermarked with company name, other times it may not be. Either way, if you use it without obtaining the appropriate permissions first, you can suddenly find yourself landed with a fairly hefty bill.

There are however ways in which you can obtain images for use without incurring fees. The links below will direct you to the ShareWales website and an article about Creative Commons Licencing. Well worth a read - the few minutes it takes to skim over the pages, could save you hundreds if not thousands of pounds in the long term. Of course if you use your own images then you don't need to pay anyone, but the links will also give you tips on how to protect your images from abuse.

Don't get stung by fees - when you click on an image, think before you copy and paste!

 
ShareWales

Creative Commons

Oh What a Show!

The annual Pembrokeshire County Show has seen three very busy days for the Pembrokeshire Tourism team this year. In the midst of fields normally quiet aside from occasional aircraft, the three days of the Pembrokeshire County Show has brought together people from all walks of life, from across the county and beyond in a celebration of the agricultural aspects of Pembrokeshire, along with exhibitions, contests, trade stands, food tastings, and this year a very entertaining sheep show amongst others!

We have had a week of "Welcome" - firstly to our new team members, Dennis, Rachael and Gemma who all started on Monday, and have taken to their new roles like ducks to water. Between them they have welcomed a number of existing members to the Pembrokeshire Tourism stand, and a further four new members. It's been our best year yet attending the Show, and a great start for the team too.

We've had the company of a number of our members in our stand too, from Amroth Castle Holidays, Manor House and Signspeed to Hains & Lewis, Cwtch Camping and support from VisitWales and HSBC Bank. With plenty of visitors stepping in to our marquee (and not just to avoid the occasional shower) they have all had lots of people to talk to and share their business message with. Tomorrow we will be announcing the winners of the prize draw we have been running, with two training vouchers from Providence Training, and a year long membership with Pembrokeshire Tourism all up for grabs, it will bring the week to a close on a high note.

The Pembrokeshire County Show 2013 has been a great show all round. If you came to see us, thank you, and if you didn't quite get there, don't worry, we will be out and about around the county soon, and no doubt we will catch up with you then!

As ever, if you want to talk to us about anything to do with your business or membership, just give us a call on 01646 622228.

 

From left - Dennis O' Connor, Membership Officer South, Gemma Thomas, PR, Communications and Research Officer and Rachael Copley, Membership Officer North

Experiences are the new possessions.

Yesterday evening (Thursday 1st August) I had the pleasure of attending the Pembrokeshire Business Network AGM in the fantastic setting of the St Brides Spa Hotel in Saunderfoot. There were a number of highlights for me - the stunning view, complimented by lovely weather, a great buffet, good company and an interesting and thought provoking speaker (from whom I've 'borrowed' the title of this blog)

The speaker for the evening was Tim Morgan. "Tim is an internet entrepreneur. He founded Mint Digital, a London and New York based web-technology company whose clients include MTV, Sony Ericsson and Benetton. Tim has been involved in the creation and development of many internet businesses including Picklive (acquired by Sports Millions summer 2012) and Stickygram (acquired last month by Photobox). Tim will talk about innovation, the internet, and what he’s learnt along the way."

Now of course, Tim's business is very much in the world of technology, and so much of his talk was around how Mint Digital has developed and the ways of working they have adopted, and there was much in there that made me think about how we work here at Pembrokeshire Tourism, and indeed across the tourism industry as a whole. However, one line really made me stop and think - "experiences are the new possessions".

Different generations score success in different ways. For some, owning your own home, having a car, having the latest gadget or gizmo is a mark of success, and your success as a person and in life is judged by the quantity and quality of said material items. However as Tim pointed out, thanks to the various forms of social media, and technological advances with smart phones and more, the younger generations of today are more interested in experiences over possessions. Our society is increasingly 'throw away' with possessions replaced, upgraded or simply binned far quicker than ever before.

I know what he means. Whilst I do have a certain (relatively small) number of items that I would be anything but keen to part with, a lot of my greatest memories and happy times come from occasions where I am experiencing something - an afternoon on the beach with my family and good friends, a great meal out in a local restaurant, a day of thrill rides in a local theme park.......

Such experiences, in the main, involve input from others - friends, family, businesses, people. We are fortunate to live and work in an area where something as simple as a walk can create an experience for someone that will stay with them for the rest of their life, but we can all do so much more to add to that. Whether we are providing a coffee, a tour of the castle, an adrenalin rush on a roller coaster or explaining why conservation is important, we are all playing a part in creating an experience that will then be taken away by someone else to enjoy over and over again through private recollection or discussion with others.

We are of course able to apply some monetary value to certain experiences whether in the form of an entrance fee or subscription to an ongoing newsletter. What is crucial however, is that what the customer gets is seen by them as value for that money, and a worthwhile and enjoyable experience. Each and every one of us in the county can contribute to that experience, and in doing so quite possibly create our own experience to treasure too.

So the next time you are asked for directions to somewhere, or interacting with your customer over breakfast or dinner, pause for a moment, and ask yourself what you can do to enhance the experience positively for you both. Why not ask the same question of your staff and start a conversation around the theme - it may just provide a new, innovative, way of doing things that has positive impacts on everything from staff morale, to visitor return rates, to the end of year bank balance!

 

Mint Digital

Pembrokeshire Business Network