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?

 

Pembrokeshire is very much Open for Business!

It's been quite a week! The weather is doing the usual trick of fooling us in to thinking summer has arrived, then knocking us off balance (literally!) with gusty winds and showers. However, Pembrokeshire people are not deterred by this at all, oh no!

Gathered round a shimmering pool this morning were a good number of the well known faces of Pembrokeshire. From County Councillors, through to MPs and AMs, local business owners and journalists, all were gathered in the slightly absent sunshine to welcome Folly Farm Adventure Park and Zoo's latest residents, the Humboldt Penguins.

Penguin Coast, officially opened by Edwina Hart AM, Minister for Economy, Science and Transport, is the result of four years planning, investment and downright hard work by and on behalf of the team at Folly Farm. It's been big news for many, and supported by a strong marketing campaign, and high levels of local interest.

Of course, we have many more businesses here in Pembrokeshire who have also been very busy investing in their product and offering, and over the course of the next few weeks we will hear a great deal more about them too. Oakwood Theme Park has redeveloped one area of the site to introduce a new family friendly themed area - Neverland - full of iconic London landmarks, pirates, and of course fairies and a certain well known character with the surname of 'Pan'! Due to have an official launch in the next few weeks, it's been a very clear indicator of the way in which Oakwood is now headed with a huge investment of private funds, and plans to continue doing further developments over the coming months and years.

Heatherton World of Adventures has also invested in and developed the offering on site. With 'Body Zorbing' and 'Water Wars' being just two of the latest additions, there is a continuation of the 'something for everyone' theme on the park, with the Craft Shack offering something a little more sedate, and the Tree Tops Trail providing the adrenaline kick. In common with other attractions providers in the county, there are a number of activities under cover, so should the weather be providing more 'liquid sunshine' then there are still plenty of things to do.

Manor House Wildlife Park, otherwise known as Anna's Welsh Zoo, has introduced another rhino this year, taking the total of this particular endangered species on site to three. Again the park has seen considerable investment over recent years, which again continues throughout this year and beyond, as further indoor areas are added, and the conservation and educational work carried out by the park being made more accessible to the visitors.

Of course there are many, many more attractions and activities in Pembrokeshire, and to list them all would take some doing! Furthermore we have superb cafes, restaurants, shops, museums, galleries, pubs, walks, craft centres, beaches, and of course accommodation offerings to suit all pockets. Whilst the First Minister Carwyn Jones commented only this week that Wales needed better weather to boost the tourist trade, here in Pembrokeshire there is a strong and clear message that the visitor is welcome whatever the weather, and that there is plenty to do come rain or shine!

So yes, as we head into the Whitsun Half Term holiday, with a mixture of sunshine and showers on the horizon, let it be known that the Pembrokeshire Welcome is in full flow, and Pembrokeshire, the businesses and the county as a whole, is very much open for business!

 Edwina Hart AM, Minister for Economy, Science and Transport, opens the Penguin Coast enclosure at Folly Farm Adventure Park and Zoo

Welcome!

It's been some time since we posted a blog, so we've decided to start again with a new one!

First up, a little bit about us. Pembrokeshire Tourism is the trade association in Pembrokeshire for all businesses involved in or with an interest in the tourist industry. Our membership is diverse, covering all sectors of the industry, and extending out into their supplier network. We provide a range of benefits for members from money saving offers, through to skills training and development. Additionally we work with our members and the trade to raise the important issues that need addressing by local, regional and national government, whilst also holding regular events for members where they can meet each other, and discuss those topics that matter to them.

To put this into the bigger picture: Tourism in Pembrokeshire is worth in excess of £530million a year to the local economy. It supports over 14,000 direct full time equivalent jobs, and a further 2,000 indirect full time equivalent jobs. It is an industry that comprises a high number of micro businesses and SMEs. We work closely with these businesses to provide help and support, and offer encouragement and guidance to 'raise the bar' in the industry throughout the county at all price points, and for all markets.

    

Over the course of the next few blog posts we will look in more detail at some of the work we do, who we work with and why, and also feature some of our member businesses who go the extra mile and have shown what can be done with creative thinking and innovative activity. In the meantime, if you would like to know more about us, take a look at our website, browse our facebook page, or give us a call on 01646 622228.

Marloes Sands, Pembrokeshire