The Best Time with Pembrokeshire Tourism - By Helen Williams

Yesterday I spent more time than I should have done signing up new member Doug MacLeod at Tregwynt Mansion. He gave me a tour of the cottages and house including the stunning ballroom! We batted marketing ideas back and forth over numerous black coffees having swapped tales of what brought us to West Wales in the first place. The "sign up" felt like a formality rather than the "close" of a sale.

After seeing Doug I dropped in on Amanda and Eifion at Melin Tregwynt for a quick chat. They were recovering from what sounded like a very successful Fish Week event (their first) at which they hosted 150 people, many of them local, for a barbeque. Whilst I wouldn't begin to assume to advise on marketing here (!), I was able to have a chat about issues such as Trip Advisor's foibles and get Louise, one of their staff member's, email address to ensure she knows about training in the future and advise her of the forthcoming social networking 1-2-1's which will help in her promotion of the Mill & Cafe's Facebook page. 

Yesterday was a perfect example of my ideal calls with Pembrokeshire Tourism, and wasn't unique in the friendly reception I received, our joint enthusiasm for the county and the knowledge that what we at PT are doing really counts for both new and established members.

It's this kind of day that I'll really miss when I leave Pembrokeshire Tourism at the end of July. After nearly 6 years here, I'm going to be working with St Clears and Whitland Town Councils - which are much closer to home for me - to help co-ordinate and develop events in the district. The drive from Meidrim to Pembroke or around Pembrokeshire has finally become too long and I'm looking forward to the 3-8 mile commute!

I shall miss the gang in the office of course, as well as the friends I've made round the county but hope I shall stay in touch with many of you and certainly am looking forward to seeing more of Pembrokeshire at the weekends when the drive won't feel like such a chore after a week of doing it!
So, for now (at least in 3 weeks' time) the most appropriate sign off is with a photo of my future relationship with Pembrokeshire, and given it's Fish Week, to quote Douglas Adam's dolphins and say......"So Long, and Thanks for all the fish"..........

Working for Pembrokeshire, Working for Wales

Yesterday (Thursday June 27th 2013) saw the quarterly meeting of the Wales Tourism Alliance take place at the Elephant and Castle Hotel in Newtown. Myself, and the Chairman of Pembrokeshire Tourism, Tim Brace, attended on behalf of Pembrokeshire Tourism, and as such on behalf of our members.

For those of you not familiar with the Wales Tourism Alliance, a brief explanation:

"The Wales Tourism Alliance (WTA) was formed when the National Assembly for Wales was established and the responsibility for tourism was devolved from Westminster to Cardiff. It has evolved over the years and is now widely recognised as the voice of the industry in Wales. Our role is to inform and forward the views and needs of the tourism community to the Welsh  Government, the Business Minister (whose portfolio includes tourism) and to Westminster (on non devolved issues). We do this by meeting face to face with both Assembly Members and Welsh MPs on a regular basis, so that they receive industry input direct."

The current Chairman of the Wales Tourism Alliance is Chris Osborne (pictured below). Known to many locally as the owner of the Fourcroft Hotel in Tenby, he is also a Director on the board of Pembrokeshire Tourism. He, like all those around the table yesterday, is passionate about tourism and the importance of it to both the economy of Pembrokeshire and Wales. The meeting yesterday enabled industry representatives from across Wales, and from the various sectors (e.g. self catering, touring caravan, static caravan) to come together and discuss the various issues facing the us at present, whilst also gaining an insight into how the industry is performing as a whole in the country. It would seem that here in Pembrokeshire, we are slightly ahead of the game compared to other parts of Wales, great news for us of course!

The particularly important aspect of all this however is what Pembrokeshire Tourism members get from this. As an organisation, Pembrokeshire Tourism is a member of the Wales Tourism Alliance. The Wales Tourism Alliance has a direct open door into the team at the top of Visit Wales, as well as the Cross Party Group in the Welsh Government. This means that where there are issues cropping up time and time again at the front line of the industry, we at Pembrokeshire Tourism are able to pick those up, feed the information directly through to the Wales Tourism Alliance, who in turn take it to the tables of those with responsibility for influencing and indeed making decisions.

In an industry that is so important to the economic map of Wales, and indeed Pembrokeshire, the ability to have this kind of communication with those in power, and likewise for them to consult with the industry, is crucially important. The industry is changing rapidly, and with news of further cuts to public spending anticipated, as members of Pembrokeshire Tourism, and in turn therefore members of the Wales Tourism Alliance, it is vital that you tell us what matters, so we can work with the Wales Tourism Alliance to fight for proper investment in the sector. Together, by joining up those in the trade with those at Pembrokeshire Tourism, and those in the Wales Tourism Alliance, we can have a real say over what happens in tourism at the Welsh Government level, which will in turn influence what happens here in Pembrokeshire!



Chris Osborne, Chair of the Wales Tourism Alliance, Director of Pembrokeshire Tourism and owner of the Fourcroft Hotel, Tenby

Further information about the Wales Tourism Alliance can be found here.

What does the future hold?

The front page of the Western Telegraph this week is leading with the following headline: "Questions raised over future of National Park". Certainly an eye catching headline!

Closer inspection of the supporting article (page 4) reveals a continuation of a series of interviews that have been carried out with Cllr Jamie Adams, leader of Pembrokeshire County Council by the newspaper, in which he comments on the current duplication of some activities by the two major public sector bodies in the county, namely the County Council and the Pembrokeshire Coast National Park Authority.

There are, without doubt, many who will have already asked similar questions about this duplication. No doubt over the course of the next few months or so, such activities will come under scrutiny by those charged with distributing funds to these bodies, and others, and a move to continue delivering significant savings may well see major changes on the ground. Time will tell, but it would be wise to be prepared for changes!

The final paragraph of the article however, was of particular interest to me. "Other areas of discussion at the meeting focused on the promotion of tourism, with three bodies currently promoting Pembrokeshire, and how savings could be made there."

You will recall in the last couple of weeks we have seen the launch of the Destination Pembrokeshire Management Plan, a document produced by these three bodies (namely Pembrokeshire Tourism, Pembrokeshire County Council and Pembrokeshire Coast National Park Authority). Up until now the 'responsibilities' of these organisations could have been described at a very simplistic level as the following: Pembrokeshire Tourism - supporting the businesses in the industry and raising the bar; Pembrokeshire County Council - marketing Pembrokeshire outside of the county; Pembrokeshire Coast National Park Authority - protecting the natural landscape that makes Pembrokeshire special. These are, granted, very basic role descriptions, however fairly close to the fundamental role of each. It is probably also worth noting at this point that neither the County Council or the National Park has a statutory duty to promote tourism. As a trade association/membership organisation, Pembrokeshire Tourism also has a different primary role, existing to support the trade and its members.

However, minor technicalities aside, the role of these three bodies is indeed being looked at. All three bodies work together through the Destination Pembrokeshire Partnership in a way not yet seen elsewhere in Wales. However there are challenges to be faced, and a requirement to save costs across the board, something that is universally accepted. Such challenges and cost saving exercises do bring with them opportunities. Rather than moan about cuts and so on, it's is a great time to ask questions like "What can we do differently?" and "What different things can we do?"

Underlying all of this however is one very important theme. We know that tourism is vitally important to the economy of Pembrokeshire, contributing in excess of £500million and supporting over 16,000 full time equivalent posts through direct and indirect employment. The vast majority of this income, and employment, is generated by the private sector i.e. by the micro and SME businesses that operate on the front line, delivering products and services for the visitor.

So........ What does the future hold? We would all dearly love to have a crystal ball, and the ability to answer that question with absolute confidence. At present there are no clear cut answers, indeed some of the questions around the whole concept are yet to be determined. However, there are some certainties - budgets are going to continue to come under pressure within the public sector, which in turn will mean a change in provision and services to the private sector. The roles and responsibilities of public sector bodies may well change, merge, maybe even disappear. What will remain constant is the private sector - individuals and their businesses out there, getting on with the job in hand, delivering what the customer wants, if not more.

Who will be there for those businesses, those individuals? Who will continue to offer guidance, advice, opportunities to talk with others in the trade, be their voice in the potentially complex and ever changing public sector? That I can answer. Pembrokeshire Tourism. In an industry that is rapidly evolving, and against a back drop of changes and challenges in the public sector, Pembrokeshire Tourism will be standing firm, ensuring that the trade gets the support it needs, and that it's voice is heard. Talk to us, tell us what's important to you, and let us help you determine what the future will hold.

Partnership, Strategy.... What's in a name?

When someone mentions the word 'Pembrokeshire' to you, what comes to mind? Similarly, if someone were to say 'Wales', what images, associations and so on does it create for you?

Now, I know as well as the next person, that everyone will have their own views on this. Speaking personally I find it quite challenging to come up with a concise explanation of what Pembrokeshire means to me. Yes it's my home (and I've been fortunate to experience the warm welcome of the residents here, having not been born here), it is where I work, and where I have many friends. Beyond that, how would I describe the county? This is where it gets a little more challenging. There are so many positive things to say about Pembrokeshire that I could easily fill a whole page with words, as I am sure many others could. Likewise, if asked to describe Wales and what it offers, it would be a similar challenge.

Why does this matter though? The last two weeks have seen both Pembrokeshire and Wales launch strategic plans and visions for the tourist industry. Both of these documents are important for those with the decision making responsibilities, and those operating on the front line. It can at times appear that there is a noticeable gap between the two sides, which is where organisations such as Pembrokeshire Tourism come into their own.

As a membership organisation, Pembrokeshire Tourism is primarily interested in supporting, guiding, offering advice and training, and further tangible cost saving benefits to front line tourism businesses and their suppliers. Further to this, we have a direct line to the trade to pick up information from them about what is working, what isn't working, what they want and what they need. Dependent on the query or concern, we are able to provide immediate support and assistance, other times it can be a longer process.

On the other side of this, we have direct links to local, regional and national decision makers. At times they will come to us to ask for information about the trade, other times they will ask us to pass on information. Essentially it is about working in partnership across the board, a theme that is coming through very clearly in both the Destination Pembrokeshire Management Plan, and the Welsh Government Strategy for Tourism 2013 - 2020.

What does partnership working really mean? We've all seen committees come and go where there has been many a fanfare about working together, and the end result has appeared to be anything but. Likewise strategy documents are produced, welcomed, celebrated even, then sit on a shelf gathering dust. The key question to ask, for me at least, is 'What must be done to change things?'

There is a saying, I'm not sure where it originates, that goes along the lines of 'Be the change you want to see'. Essentially, if things are to change, someone or a group of people have to do something different to the usual routine. To achieve the vision of both the Destination Pembrokeshire Management Plan, and the Welsh Government Strategy For Tourism, the industry as a whole is going to have to stand up and do something different.

Whilst it could be argued that I am a little biased, I do believe that this is where Pembrokeshire Tourism will come into its own, and move up a gear. With 12 years of industry representation, membership support and partnership working as a starting point, as the industry, and the demands upon it, continue to change, Pembrokeshire Tourism provides a central reference point for businesses to get together and develop new ways of working. With the imminent recruitment of a researcher, in addition to new membership officers, the team is building on the existing strengths, and bringing new elements in too.

There is much more to come from within the walls of the Pembrokeshire Tourism offices over the next few months. To go back to the headline question, in our name we have Pembrokeshire and Tourism - two essential elements in this county. If you want to make a difference to both, join us, me and the team here, and together we can show what happens when strategy and partnership are effectively combined.

Welsh Government launches new Tourism Strategy.... Will it deliver?

Today (June 17th) has seen the launch of the Welsh Government Strategy for Tourism 2013 - 2020: Partnership for Growth.

The Minister for the Economy, Transport and Science, Edwina Hart said as part of the launch, “The time is right to set a new direction for tourism in Wales that will support growth in the sector during the coming years and which reflects the changing internal and external influences affecting the industry. I asked the Tourism Sector Panel to prepare a refreshed strategy and action plan.  I have accepted the Panel’s final recommendations and today I am launching Wales’s new Tourism Strategy for 2013-2020.”

This long awaited document has arrived in conjunction with a Framework Action Plan that supports years 1 - 3 of the strategy. There are essentially five key themes or areas that the strategy is built around, namely People Development, Product Development, Promoting the Brand, Profitable Performance and Place Building. There is also, of course, a stated vision, goal and ambition.

It is at this point that perhaps that the industry as a whole may start to ask a few questions. The vision is commendable: "Wales will provide the warmest of welcomes, outstanding quality, excellent value for money and memorable, authentic experiences to every visitor". All makes perfect sense, and perhaps could be said to summarise quite neatly what many in the sector are already doing.

Equally the goal is again clear and direct, if ever so slightly predictable: "The goal is for tourism to grow in a sustainable way and to make an increasing contribution to the economic, social and environmental well-being of Wales". It is fair to say that the industry has been striving to do this for some time, and in certain areas of Wales is already making a significant contribution in all senses, and continues to do so despite the economic challenges the country faces.

Last but not least then, the ambition. The document states "The ambition is to grow tourism earnings in Wales by 10% or more by 2020". Underneath this statement it goes on to clarify this point: 'To achieve real growth in tourism earnings of 10% will not be easily achieved. If achieved, it will represent growth in numerical terms of at least 28% and will require not only an increase in performance compared to recent years, but also the allocation of realistic resources comparable to those of Wales's key competitors".

Interesting statistics. Without the clarification, it would be very easy to dismiss the concept of growing tourism earnings by 10% as somewhat laughable. For many however, it is not a particularly ambitious statement, especially when you consider that this is over a seven year period. The references to such growth requiring increased performance and allocation to realistic resources is key, and where there are potentially more questions raised than answered.

Chairman of Pembrokeshire Tourism, Tim Brace shared his thoughts on the strategy this afternoon. "For the strategy to make a significant difference to the Welsh economy, there are two key points that must be considered. Firstly the industry must be taken seriously by Welsh Government and all levels beneath that, and secondly the strategy must be supported by adequate investment and resource allocation to ensure that the delivery of the action plan can happen. It is a balancing act between ensuring sufficient footfall to attractions and destinations, whilst also ensuring that there is a suitable infrastructure to get visitors there in the first place."

There are many who will echo Tim's sentiments, not least a significant number of our members. At times it does seem as if the industry is regarded as something of a 'summer job' by many, and not a valuable contributor to both the local and national economy. This is at times perpetuated by the industry itself, but the time is ripe to change this. The overarching theme of the new strategy is partnership, and whilst it may been dismissed by some, or seen as obvious by others, it is, in my view, the way forward.

Partnership at all levels, and in all sectors of the industry is key to the delivery of any kind of strategy. Whether it is local businesses working together to provide a broader and more interesting offer for the visitor, or organisations such as ourselves at Pembrokeshire Tourism working with Pembrokeshire County Council and Pembrokeshire Coast National Park Authority, the days and times of working in isolation are effectively over.

Funds are limited, whether public sector or otherwise, and to make most effective use of the resources available, it is vital that people and businesses work together. This means changing attitudes and perceptions and embracing new ways of working. There will be more scrutiny and comment on the strategy over the coming days, weeks and months, and no doubt more questions raised as businesses and various tourism bodies look to determine how the strategy is to be delivered.

I firmly believe that here in Pembrokeshire, we can set a strong example. We have already shown a commitment to partnership working with the launch of the Destination Pembrokeshire Management plan last week. We have numerous successful, profitable businesses, who continue to grow, invest and develop their people and product, whilst looking to promote themselves and the area, with a definite sense of pride in the "place" of Pembrokeshire. We lead the way in terms of destination management partnerships in South West Wales, if not Wales as a whole. The Welsh Government strategy is perhaps setting out some of the bones of the vision for the industry, it is now down to the industry to add the flesh and perhaps a couple more bones too, by proving that it already knows what is needed, and lobbying to ensure that appropriate support and investment is provided.

Read the Welsh Government Strategy for Tourism 2013 - 2020: Partnership for Growth here.

Destination Management - The Bigger Picture

Tuesday June 11th 2013 saw the official launch of the Destination Pembrokeshire Partnership Destination Management Plan - something of a milestone for the the tourism industry in Pembrokeshire, and the culmination of a number of years work by various organisations.

Firstly, an introduction to the Destination Pembrokeshire Partnership. At the core of the Partnership were initially three bodies - Pembrokeshire Tourism, Pembrokeshire County Council and Pembrokeshire Coast National Park Authority. It is hoped that these three partners will shortly be joined by PLANED. These organisations each have a direct involvement with the tourism industry in the county, and each have a role to play in the delivery and or support of that industry. Supported by the South West Wales Tourism Partnership, over the last few years, the partners have worked together to draw up and identify a 'vision' for the industry in the county, which has been presented in the Management Plan. From this, the next stage is the generation of an action plan, something that will invite input and collaboration from more stakeholders throughout the county, stretching from larger bodies like the Port of Milford Haven, CADW and The National Trust, through to those businesses that are ultimately the front line of the industry.

So, why have a Destination Management Plan? We are extremely fortunate in Pembrokeshire in that we have superb scenery, coastline, natural attractions, and a broad range of accommodation provision, attractions, activities and more that encourage visitors to come here, and indeed return here (the latest visitor survey indicated that 93% of those interviewed intended to return within the next 5 years). However in order to both maximise and preserve what makes Pembrokeshire special, it's vital to have a sensible and collaborative Management Plan.

The tourism industry worldwide is an ever changing place. Here in Pembrokeshire the industry has developed and evolved and continues to do so as new businesses start up, existing ones invest and grow, and indeed some businesses close. The demands and expectations of the consumer are also more diverse, and the industry has to react to that, whilst also looking to find ways to get ahead of the game.

As part of the launch event, we were fortunate to have Simon Calder as the keynote speaker. As travel writer for The Independent, and known as the 'The man who pays his way' (he pays for his own travel and accommodation) he has a wealth of knowledge and experience of the tourism and travel industry, and is well placed to speak on the importance of taking a good long look at the sector to make sure it works. When asked what he would see as being the most important thing for the future of the industry in Pembrokeshire, his answer was simple - that it was about working in partnership. Across South West Wales, Pembrokeshire leads the way for demonstrating a commitment to public/private sector partnership working.

As such, the Plan has been launched! As with many such plans, strategy documents and so on, there is always going to be the question 'What happens now?' This is where you come in. The partners continue to work together to outline the actions required to deliver the plan, however for this to be truly effective we want the trade to be part of it. The outline 'idea' essentially is that the core group identify the things they need to do to move the industry forward, based on what the industry tells it. Whether you chose to get involved by echoing the marketing plan monthly themes (a suggested outline of this can be seen below - it's still 'in progress') or supplying content for blogs and newsletters, there will be something you can do.

Pembrokeshire is an amazing location, and a truly outstanding destination. Each and every one of us has the ability and opportunity to contribute to that by getting involved with the Destination Pembrokeshire Partnership, and the Management Plan. What are you waiting for?

 

The Big Blue Experience

The Big Blue Experience's Oli Tuggey and his team were great hosts for a small but enthusiastic group of us last Tuesday. He opened his brand new shop doors last month in Newgale, after working out of various containers and sheds for 12 years.

Big Blue offers a unique choice to guests including kite sports (Kitesurfing, kiteboarding and powerkiting), surfing, kayaking, paddle boarding, powerboating (including courses) on the uber-exciting Powercat, and coasteering. The beauty of having this choice means that guests can be guided towards the activity which suits them and the conditions the best. So someone who wants to surf but the conditions are flat can take out a paddle board instead. If there's a mixed ability group of coasteerers (have I just made up that word?), the group can be split with an instructor per group and the powerboat overseeing them all. NB....a power boat ride across the bay is included in the price!!....Or maybe the guest would prefer to paddle across the bay, pull their kayak or paddleboard onto the beach and coasteer from there? 

I think Ollie is pretty unique in Pembrokeshire in offering the mix of wind sports he does; there are courses, equipment for hire or for sale and now with his new shop open he's confident he can offer secondhand equipment at all times as well as new.

Ollie also guided us round his website where there's loads of information about reading tide and weather forecasts. As someone who just about reads a tide table I found this really useful!

He even has a sparkly new coffee machine to warm up with!

Read more about The Big Blue Experience at http://www.thebigblueexperience.com/

Written by Helen Williams