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.

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?

 

70 Days and Counting!

For those of you in the Self Catering sector, you will undoubtedly already know what the 70 day rule is about. There may well be a good few of you who have shuddered at the mere mention of it. For those not sure what we are talking about the basic premise is fairly simple - owners of properties that are let for self catering holidays, must ensure that they have 70 days/nights booked out in any one financial year in order to qualify for business rates as opposed to domestic rates.

Now the theory behind this rule was to essentially close a loophole where second home owners were stating that the property was being run for business purposes (ie holiday let) and therefore qualifying for business rates, when in fact they were tending to let it or even loan it to friends and family for breaks, or indeed leaving it to stand empty for much of the year. 

However, the current economic climate, coupled with an extremely competitive market place has meant that in addition to those slightly less 'operational businesses', many genuine self catering accommodation providers have been hit by an increase in rates having failed to fill the bookings diary for 70 nights or more.

It is a major concern for many. Margins are already tight, with very little room to move in terms of offering discounts or other special offers to attract the paying visitor. Where many of these businesses are currently enjoying the 'breathing space' offered by the Small Business Rate Relief scheme, failure to fill 70 nights has meant that they have seen their business 'revalued' and moved into the domestic rates bandings, instantly adding several hundred pounds if not more, to the profit and loss accounts.

In a statement issued today by Welsh Government, we are told that "The Minister for Local Government and Minister for Economy have commissioned independent research to examine the operation of these regulations, which were originally introduced to close a loophole allowing some home-owners to pay lower council tax by listing their property as a holiday let whilst not actively seeking to let it."

At time of writing we don't yet know when this research will begin, or when it will be published. Pembrokeshire Tourism has already raised the issue with the Wales Tourism Alliance, and been featured as part of a BBC Wales report on the issue. What we will continue to do is raise the issue, and with this in mind we would welcome your feedback and comments. Have you been affected by this rule? Is it causing you to reconsider your business operation? The more information we have from you as operators, the stronger the message we can take to the Welsh Government on this issue. Please get in touch with us, either by phone on 01646 622228 or email your thoughts to maudie@holiday-pembrokeshire.co.uk

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