Blaenau Gwent County Borough Council Destination Management Action Plan: 2014 – 2016

Can Do Team 7 Gobannium Way Abergavenny NP7 9JA

kim@candoteam.wanadoo.co.uk December 2013

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Index Index ............................................................................................................. 2

Foreword ....................................................................................................... 3

1. Introduction ............................................................................................ 4

1.1 The Purpose and Scope of the Destination Management Plan ...... 4

1.2 The Plan’s Objectives ..................................................................... 4

1.3 The Future Vision............................................................................ 5

1.4 Underlying Strategies ...................................................................... 5

1.5 Tourism Strategy............................................................................. 6

2. Context and Background ........................................................................ 9

2.1 The Importance of Tourism to Blaenau Gwent County Borough Council’s Economy .................................................................................... 9

2.2 Visitors Views of The Valleys ........................................................ 10

2.3 The Prospects for Tourism Growth in Blaenau Gwent County Borough Council ...................................................................................... 12

3. Blaenau Gwent County Borough Council Visitor Product.................... 14

3.1 Location ........................................................................................ 14

3.2 Accommodation ............................................................................ 15

3.2 SWOT analysis ............................................................................. 17

4. Views of the Tourism Industry ............................................................. 21

5. Destination Management Action Plan 2014 – 2016 ............................ 22

6. Delivery ............................................................................................... 33

6.1 Taking the lead ............................................................................. 33

6.2 Delivery Partnerships .................................................................... 33

6.3 Co-ordination and delivery structure ............................................. 34

6.4 Measuring Success ....................................................................... 34

6.5 Targets for Tourism Growth .......................................................... 35

Appendix 1 – Survey Results ...................................................................... 36

Appendix 2 – Consultees ............................................................................ 45

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Foreword

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1. Introduction

1.1 The Purpose and Scope of the Destination Management Plan

So what is a Destination Management Plan? “Whatever the definition of a destination…the only thing that really matters is that it makes sense to the most important person involved, the visitor! Making a destination work effectively from a visitor perspective is the essential ingredient of destination management”.1. As such, this plan sets out a visitor-focussed way forward for tourism development in the area. Its main output is a practical Destination Action Plan which sets out practical steps that if taken forward jointly by all stakeholders, can make a positive difference to tourism in Blaenau Gwent CBC. Some steps will be small and immediate, whilst others may be far reaching and ambitious. All will be achievable if a partnership approach is truly adopted. How was this plan developed and by who? This plan was developed between May - November 2013. The client for was Blaenau Gwent CBC, however, consultation was undertaken with all relevant trade sectors, facility operators and relevant departments within Blaenau Gwent CBC. The plan was funded through Capital Region Tourism. To facilitate development, external support was provided by two independent consultants.

1.2 The Plan’s Objectives

What we are hoping to achieve through the action plan:

Increase tourist numbers; both day visitors and staying

Increase tourism-generated income within the County Borough, tying in with the strategic vision of delivering long-term smart and sustainable economic growth

Create and safeguard tourism related jobs

Improve the visitor offer within Blaenau Gwent CBC

Increase visitor satisfaction

Improve the image and awareness of Blaenau Gwent CBC and its key sub brands as destinations

Improve the overall working relationship between tourism operators within Blaenau Gwent CBC, and in particular increase referral between products within the County Borough

1 www.dmwales.com

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Increase usage of tourism products by Blaenau Gwent CBC’s internal market and the immediate markets of the Valleys, Cardiff and the Brecon Beacons.

Build on strong products such as heritage, walking, leisure cycling and encourage complimentary developments

Capitalise on improvements to the A465 and on private sector investments

To further spread business outside traditional summer season and the established visitor pattern e.g. educational trips

Optimise the role of events in attracting visitors to the area and encouraging repeat visits

Encourage sustainable tourism development

Encourage sector-wide buy-in of carefully planned and targeted marketing of the tourism offer

1.3 The Future Vision

The Destination Vision

To develop Blaenau Gwent County Borough as a vibrant place to explore – for residents and visitors.

1.4 Underlying Strategies

This plan has been developed within the context of a range of documents.

National Documents: o Partnership for Growth: The Welsh Government Strategy for

Tourism 2013 - 2020

o Wales Spatial Plan – potentially “Cardiff City” Region o Regeneration Framework – Vibrant and Viable Places (2012)

Regional Documents: o Potentially – “Cardiff – Capital Region” – as yet there are no

detailed plans for action related to Tourism but Blaenau Gwent are included within the region.

o Capital Region Tourism – whose business plan focuses on key market propositions across the region – including heritage/culture, countryside and “easy” activities.

o Heads of the Valleys Initiative and Valleys Regional Park – both holistic economic regeneration programmes in which Tourism, Heritage and Countryside play significant roles – which are due to be updated along with the implementation of the new EU Funding regime.

The Blaenau Gwent Local Development Plan is the key document to support the development of Tourism in the area.

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The Development Vision incorporates the Community Strategy Vision of making Blaenau Gwent ‘a better place to live, work and visit’.

The approach to achieving this is: Through collaborative working, by 2021, Blaenau Gwent will become a network of sustainable, vibrant valley communities, where people have the skills, knowledge and opportunities to achieve a better quality of life and residents will live in safe, healthy and thriving communities, with access to a range of good quality affordable homes and thriving town centres. Its unique environment, cultural and historic identity will be protected and enhanced to create a place where people want to live, work and visit. Themes to achieve this are: Theme 1: Create a Network of Sustainable Vibrant Valley Communities. Theme 2: Create Opportunities for Sustainable Economic Growth and

Promote Learning and Skills. Theme 3: Create Safe, Healthy and Vibrant Communities and Protect

and Enhance the Unique Natural and Built Environment. Theme 4: Create opportunities to secure an Adequate Supply of

Minerals and Reduce Waste. The full document can be found at www.blaenau-gwent.gov.uk/documents/Documents_Environment/LDP_Written_Statement.pdf Significant Regeneration schemes are underway across Blaenau Gwent – more information on the detail and progress can be found at:

Ebbw Vale - www.blaenau-gwent.gov.uk/15505.asp – and The Works - www.theworksebbwvale.co.uk/home.aspx

Abertillery - www.blaenau-gwent.gov.uk/15502.asp

Six Bells - www.blaenau-gwent.gov.uk/15510.asp There are plans for major regeneration to the centre of Tredegar utilising Heritage Lottery Funding in development. The towns are seen as being at the hub of regeneration plans and so a 5 Star Town plan is underway - http://bg5startowns.co.uk/index.php/en/

1.5 Tourism Strategy

Blaenau Gwent does have a Tourism Strategy – however, it is now several years’ out of date (original draft 2006). Some key points from this document include:

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Tourism Mission Statement (2006) ‘To improve the quality of life for locals and visitors alike by enhancing the image of the area, attracting inward investment developing new and upgrading existing tourism product and increasing tourism revenue and expenditure.’ The Strategy identified the tourism sector with the County Borough and the partners/factors affecting the sector as: OUR ENVIRONMENT - nearly three quarters of Blaenau Gwent can be counted as green areas and open countryside, contrasting from dramatic valleys to desolate open moorland. These contrasts provide a wonderful scenic backdrop for tourists and give the opportunity of exploration on foot or cycle for all ages and abilities. OUR DIVERSITY - Blaenau Gwent is a small mosaic of the many features of Wales, however, due to our size and diversity there is no dominant brand that makes us a tourist destination. We therefore have to work in partnership with other groups and consortiums to maximise our tourism potential. TOURISM FORUM - The establishing of a new tourism forum to develop

tourism product and maximise other opportunities that exist. The forum should draw membership from the business and voluntary sector but any member should be committed to attracting and welcoming visitors, from both within Blaenau Gwent and further a field. MARKETING - All efforts must be made to secure the support of our tourism businesses and community groups to marketing campaigns to extend the coverage of our area in tourism brochures and further raise the Blaenau Gwent profile. MARKETS - South East Wales is still heavily reliant on visitors from the UK

who make up 89% of the total. The English regions are the most important to the region with 59% of domestic visits. Key areas within the English regions are South East, South West, London, North West, West and East Midlands. The M4 and M5 corridors tend to drive these markets along their axes. MARKET SEGMENTATION - Primary segments in the UK market are affluent early retired, affluent empty nesters and better off families. Secondary segments are pre-family professionals and risers. These are key Wales Tourist Board markets. ACCOMMODATION - It is clear that a proportion of our accommodation

stock has no wish to be involved with the tourism market. Once these businesses are removed from the equation we are left with a small but committed group of businesses with good quality premises. It is a priority to have these premises graded and fully active within the Wales Tourist Board marketing schemes.

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ATTRACTIONS - A variety of attractions exist in Blaenau Gwent, however,

they are all free of charge at the point of entry and are mainly for the benefit of the local community. There is a need to develop new attractions that can bring in both day and stay visitors from out of the area. ACTIVITY - Activity holidays are becoming an important segment of the market especially for short breaks. The developing of the areas as a centre for a diverse range of activities for all ages and to suit all pockets is a key marketing opportunity. CULTURE – Blaenau Gwent has a rich and diverse heritage and culture.

Many of the traditions that we take for granted are of prime interest to tourists. It is essential that we harness everything that our community offers to give visitors a taste of Wales and the flavour of the valleys. The Herian project the focuses on engaging communities in telling their story and this will be an integral part in achieving this.

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2. Context and Background

2.1 The Importance of Tourism to Blaenau Gwent County Borough Council’s Economy

As a sector, Tourism has a wealth of statistical evidence that illustrates the importance of the sector within national and local economies. Blaenau Gwent participates in the annual STEAM research. In 2012 (2013 figures to be published April 2014) this showed that:

Around 630,400 visitors came to Blaenau Gwent, generating expenditure of around £36.37 million. Since 2011 visitor numbers and expenditure has increased by 1%.

80% of recorded visitors were Day Visitors. Just over 17%

were staying with Friends or Relations (VFR), and almost 3% were staying in commercial accommodation operations.

Day Visitors contributed 45% of the areas income, whilst VFR generated 41% and those staying in commercial accommodation generated 14% to the overall expenditure.

An estimated 395 FTE jobs are directly attributed to Tourism,

and a further 154 FTE’s are indirectly linked. Food & Drink together with Shopping are the sectors with the most direct employment.

Other statistical material is also gathered by Visit Wales (Welsh Government) for instance: The Great Britain Tourism Study 2publishes 3 year averages of Domestic (i.e. UK) Overnight Trips, down to Local Authority level. Key findings include:

Average Annual Trips to Blaenau Gwent – 28,000. Of these

13,000 stayed with Friends and Relations (VFR), 9,000 at Serviced Accommodation, 6,000 at Caravan/Camping. No trips are reported as being for Self Catering.

Of these trips, 9,000 were for Business, 10,000 to stay with Friends and Relatives (VFR) and 9,000 on “Holiday”. These trips convert into 72,000 nights in total (29,000 for “Holiday”, 22,000 VFR and 15,000 Business).

The average annual expenditure is calculated as £3 million with £1 million from “Holiday” trips, £1 million from VFR and the remaining £1 million from business trips. This is also divided into £1 million linked to Serviced Accommodation, £1 million to Caravan/camping and £1 million to VFR.

2 http://dservuk.tns-global.com/GBTSWalesLA/ViewTable.aspx

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Visitor numbers are tracked at some Blaenau Gwent facilities.

Name 2012 2011 2010 2009 2008

Abertillery & District Museum 10,000 7,000 6,000 5,500 11,430

Bedwellty House 94,892

Blaina Museum 1,600 2,440 4,073

Bryn Bach Parc 319,890

Brynmawr Museum 4,170 3,513

Ebbw Vale Works Archive 1,136 750

Accommodation is a significant part of the tourism offer and there has been a recent increase in the number of graded properties in Blaenau Gwent in recent months.

2.2 Visitors Views of The Valleys

During summer 2013, 725 interviews were undertaken with visitor to The Valleys to explore their satisfaction with their visit as well as their perception of the area (as part of the Wales Visitor Survey 2013). Key points from the report include:

Trip satisfaction ratings are very high

o Visitors interviewed in The Valleys have rated their overall trip satisfaction at an average of 9.3 out of 10. This is a very high level of satisfaction, and it is the same result as in the Wales Visitor Survey overall.

o Quality of the natural environment’ (9.4) and ‘friendliness of people’ (9.4) score highest, and open comments reflect these strong points.

Commercial aspects are not as strong

o Commercial aspects of the destination such as ‘value of money’ (8.9), ‘places to eat and drink’ (8.7) and ‘shopping’ (8.6) are not as high as the other attributes, as is the case overall in Wales.

England provides most of the staying visitors to The Valleys

o Three in four (75%) UK staying visitors to The Valleys come from England. The bulk of these visitors live within a reasonable distance in southern and western parts of England, but nevertheless, the north of England contributes 11% of UK staying visitors.

South East Wales contributes many visitors, but other regions of Wales do not

High proportion of ‘Budget Families’ among UK staying visitors o The Valleys has attracted a high proportion of ‘Budget

Families’ - 28% of UK staying visitors to the area. The all of Wales average is 18%, and the UK population estimate is 15%.

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o The ‘Pre-family Explorers’ and ‘Active Family Explorers’ are priority target segments for Wales, and they also fit well with The Valleys offering.

High proportion of families with young children, but not older children

High levels of agreement with key Valleys attributes

o Perceptions of The Valleys among visitors are highly positive. In particular, about three in four (77%) respondents ‘strongly agree’ that ‘The Valleys are a green landscape, great for walking and cycling’, and about two in three (68%) respondents ‘strongly agree’ that ‘The residents of The Valleys welcome visitors’.

o The open comments support this finding that the green landscape and friendly people are the two most prominent attributes of the area. Perceptions are consistent across the different visitor markets and visitor origins.

Deprivation is still a negative perception to shake off

Broad range of activities undertaken o Visitors have undertaken a broad range of activities, with no

one particular activity standing out over all others. Country/forest parks (24% of visitors), shopping (21%) and industrial heritage attraction (20%) are the top three.

o 1.15 Walking is by far the most common physical activity undertaken. One in ten (10%) visitors has walked more than 2 miles.

Coming back for more

Following very high trip satisfaction, intentions to return soon are very high. In the UK staying visitor market, most (80%) say they will ‘definitely’ make another visit to / within Wales in the next few years, including 77% of staying visitors coming from England.

There were 106 interviews undertaken at sites in Blaenau Gwent – key points from these visitors were:

39% were visiting to enjoy the Landscape/countryside, and 47% were visiting to shop (the interview sites were at Parc Bryn Bach and Festival Shopping).

68% of Blaenau Gwent visitors strongly agreed that The Valleys were a great place for adventure activities.

61% of Blaenau Gwent visitors strongly agreed that The Valleys offered loads of options for family days out.

74% strongly agreed that the residents of The Valleys welcome visitors.

79% strongly agreed that the Valleys are a green landscape, great for walking and cycling.

75% strongly agreed that the Valleys are an area where you can explore history.

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2.3 The Prospects for Tourism Growth in Blaenau Gwent County Borough Council

The Welsh Government has recently published their Strategy for Tourism 2013 – 2020 Partnership for Growth. This provides the framework for development activity within Blaenau Gwent CBC.

Vision and Ambition

The strategy has the following vision for tourism:

Wales will provide the warmest of welcomes, outstanding quality, excellent value for money and memorable, authentic experiences to every visitor.

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.

The ambition is to:

Grow tourism earnings in Wales by 10% or more by 2020.

To achieve real growth in tourism earnings of 10% will not be achieved easily. 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.

Some parts of the industry will be better placed than others to withstand competitive influences and disruptive events. Growth will not necessarily be experienced equally in all geographic areas, reflecting the fact that Wales does not offer a single uniform product across all its regions and some businesses will be better placed to appeal to the changing needs of the market. However, given a unity of purpose between the Welsh Government, the tourism industry and other stakeholders, delivery of this strategy will result in a general improvement in tourism performance overall that will in due course contribute even more significantly to local communities across Wales.

An approach to delivery that facilitates strong and productive partnerships is a necessity for success. Visit Wales will work with the industry to help develop and present their product in a way that is more in line with market needs and to create platforms for businesses to promote themselves. This change in emphasis will mean focussing on:

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Promoting the Brand:

promoting and marketing a distinctive and reinforcing brand for Wales;

driving a product-led approach that identifies compelling reasons to visit Wales;

targeting existing and new markets with most growth prospects;

selling excellence through the Wales offer – coastal and rural environment, culture, activities, events and distinctive destinations;

Product Development:

stimulating investment in high quality, reputation-changing products and events;

working with partners who have both a track record of success and growth potential;

strategic prioritisation of Government investment;

People Development:

training our people so that they can thrive in the tourism sector;

applying those skills to improve customer satisfaction and overall experience;

changing perceptions of tourism as a quality career choice;

Profitable Performance:

building the capacity of the industry to utilise the latest technology to reach and influence potential customers;

supporting higher profitability in tourism businesses through tools such as yield management;

Place building:

developing destinations that people want to visit and recommend;

providing opportunities for local communities to deliver memorable visitor experiences;

promoting improved transport links by air, sea, road, and rail.

The growth target is highly ambitious. However, as a developing tourism destination with positive attributes (warm welcome, genuine experience and the potential development of “Circuit of Wales”) Blaenau Gwent CBC has the potential to contribute growth to the targets.

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3. Blaenau Gwent County Borough Council Visitor Product

Blaenau Gwent CBC has a rich, but relatively new tourism offer; mostly based on the areas heritage (with sites from the Industrial Revolution, and as far back as prehistory). The majority of these have only been promoted to encourage visits for the last 30 years, and many are still known to very few potential visitors Whilst the heritage story is very clear, there are many other elements that many people might overlook.

Type

Heritage Bedwellty House and Park, Gwent Archives, strong network of local museums, Nye Bevan Stones, Sirhowy Ironworks, Nantyglo Roundhouse Towers, Trefil Quarries

Leisure & Sport

New sports centre (Ebbw Vale), extensive walking trails (many with interpretation) and safe, off road cycle routes, golf courses

Culture Cinema, The Met and Beaufort Theatre

Activities Facilities and instructors for various outdoor activities at Parc Bryn Bach, walking Festival,

Retail Festival Shipping, individual town traders, town markets Food & Drink Local beer producer

Events Town based events, national triathlon events at Parc Bryn Bach, Steelhouse Festival, Blues Festival

Other

3.1 Location

Blaenau Gwent stretches across the northern sections of the Sirhowy and Ebbw (Fawr and Fach) Valleys and has the benefit of the A465 (Heads of the Valleys road) running through it giving good access to The Midlands and SE England. Blaenau Gwent probably has the best road links to major markets of any Valley authority. The rail network now links Ebbw Vale to Cardiff and the extension into The Works has been given the green light. This line and the other public transport elements will be part of the Cardiff Capital Region Metro project. Blaenau Gwent covers around 110km2 and has a population of around 70,000 which has seen a small decrease over the last year. Analysis of land usage in 1998 identified:

Open Countryside 45%

Defined urban area 23%

Enclosed Agricultural land 20%

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Urban Fringe 9%

Recreation sites 3% There are 5 major towns in the County Borough:

Abertillery – Mining and engineering developed Abertillery into a major

commercial centre during the late 19th century and early 20th century, and three and four-storey buildings from that era rise on the steeply sloping hillsides. Nearby Cwmtillery, set higher up on the mountainside, is home to picturesque lakes and rambling farmland.

Brynmawr - 'Big Hill' - is the highest town in South Wales situated at 1,200

ft. above sea level. It developed around a network of tramways and turnpike roads, which served the nearby ironworks at Nantyglo.

Ebbw Vale - At the head of the Ebbw Fawr river valley, is the largest town in

Blaenau Gwent. It is rich in industrial heritage, with a history of over 200 years of iron and steel production. The largest regeneration project in Wales is currently underway on the former Steelworks site – including the opening of a new Learning Zone, Leisure Centre, housing, industry and The Gwent Archives.

Nantyglo and Blaina - Once important centres of iron-making and coal-

mining, there are many reminders of the industrial past.

Tredegar - Former ironworks town that later turned to coal mining the recently restored Bedwellty House and Park at its heart. Also famed for its connection with The National Health Service.

3.2 Accommodation

Blaenau Gwent has a limited bedstock although there has been recent private sector investment in Inn type accommodation. If/when the Circuit Wales project comes to fruition, then this will dramatically change the accommodation profile in the area.

Bryn Bach Country Park 3 Star Touring & Camping Park

Ebbw Vale Guest House Lapsed

Soar Chapel Guest House Lapsed

Premier Inn Ebbw Vale Visit Wales Budget Hotel

Roseland 4 Star B&B

The Cambrian 4 Star Inn

The Kings Arms 3 Star Inn

The Railway Tavern Applied Inn

There are no local occupancy surveys undertaken – so we can only work with the regional reports gathered on behalf of Visit Wales. However, as the

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SE Wales region includes Cardiff, there is inevitably as skewing in the figures. Hotels in the region have an average room occupancy of 61% whilst Guest Houses are just 31%.

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3.2 SWOT analysis

Strengths

Access to Midlands and SE England via A465

Proximity to World Heritage Site – Blaenavon

Home to the Gwent Archives and knowledgeable Library service – key for people interested in researching families, etc

Reminder of the areas heritage – unique sites such as Nantyglo Round House Towers and Guardian

Largest Scheduled Monument – Trefil Quarries

Strong network of volunteer run museums bringing local heritage to life

Festival Shopping

Activity facilities at Parc Bryn Bach

Guardian – and the Ebbw Fach community group

Walk and cycle routes

Theatres

Open spaces

New Leisure Centre

Coleg Gwent links

Ongoing and future regeneration projects

Local events organisers

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Weaknesses

Limited political appreciation of the importance of Tourism to the economy

Limited stock of accommodation Restricted budgets for the production of re walk leaflets, etc

Bus network/interchanges/limited rail service

Limited evening offer for visitors – actual or awareness

Dependency on business rather than leisure travellers

Poor internet connectivity – to support businesses and for visitors to use

Lack of awareness of all businesses involved in some aspects of the tourism offer – by other businesses – e.g. restaurants

Limited understanding of the current visitors – re satisfaction, origin and facilities used

Limited range of quality food and drink outlets

No tourism organisation bringing together the tourism sector

Limited access to activity options (away from Parc Bryn Bach)

Recognition of the role of Tourism in the Town Forums/Chambers of Trade

Current disruption of A465

Lack of visual links from A465 to towns

Negative press coverage – re non tourism issues

Local/distinctive retail offers – to encourage visitor expenditure

Links and referrals between tourism operators

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Opportunities

Potential to expand the Family History sector Circuit of Wales development Links with Mountain Bike visitors/sites

Walking Festival promotion

Walking routes

Plans for linking events such as Blues Festival and Steelhouse Festival – re music festivals

Pony trekking

Overall heritage offer – linked with WHS

Programming at theatres – to appeal to visitors as well as residents

Event programming – town based

Major sporting events – such as National Triathlon programme and Orienteering events

The Works regeneration

Investment in training for hospitality sector – driven by Circuit of Wales project

Development of Sense of Place – including Community Training

Providing activity opportunities for dabblers/first timers

Positive imagery and stories of the area

Local groups – organising events for locals and visitors

Under utilised heritage assets

Community First projects

Increased focus on the promotion of Blaenavon / World Heritage Site (re Torfaen 2014 plans)

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Threats

Budget restrictions re promotion, event operations and facility/infrastructure maintenance and enhancement

Lack of engagement in DMP re tourism operators across Blaenau Gwent

Fly tipping and general countryside abuse (e.g. motorbikes) destroying beauty/peace of the countryside

Reduction in education visits

Removal of external funding sources

Future of the Valleys Campaign uncertain

Lack of budget for new walk guides, etc

Reduction in staffing re tourism and related teams

Separation of Culture and Leisure from main BGCBC

Failure of Circuit of Wales to go ahead

Lack of match funding for Tredegar HLF regeneration project

Lack of private sector confidence in the economy/lack of investment

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4. Views of the Tourism Industry

This online survey was sent to 62 tourism operations and related individuals in the Blaenau Gwent CBC area – 18 responded to some or all other the questions. The full survey responses can be seen in Appendix 1 – here is a summary of the responses:

There was general dissatisfaction with the general infrastructure across the County Borough with letter, car parking and information facilities generating specific comments.

When asked about what is needed to make Blaenau Gwent a first class destination, a range of constructive comments were given, many focusing on the need to improve the core infrastructure issues highlighted in Question 1.

The majority of respondents highlighted deficiencies in the accommodation, retail and food& drink sectors and prioritised these for immediate development work.

They also highlighted the range and quality of activity, cycle tracks, heritage sites and visitor attractions in the area.

The current limited budget and staff resources dedicated to Tourism in Blaenau Gwent was recognised.

When asked about the individual towns, cleanliness and the imaginative use of empty retail units were highlighted.

A majority of respondents were interested in being involved in a Blaenau Gwent Tourism organisation and saw the distribution of information to visitors as being the prime function.

A wide range of functions were identified as the priorities for the tourism team for the coming 2 years, event organising and improvements to general infrastructure receiving the most votes.

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5. Destination Management Action Plan 2014 – 2016 The extensive consultation with tourism businesses and partners, as well as various departments of Blaenau Gwent CBC, the following list of planned projects that have a potential beneficial impact upon the visitor and/or the tourism sector as a whole has been compiled.

Actions Timescale Lead Partners Outcomes

Promotion

Develop and maintain Image Archive for BG products, events, etc Year 1/2 Tourism

Other related departments and VW

Increased quality of presentation of area and products

Develop plans to improve/augment the information infrastructure across the County Borough and identify potential funding sources - including potential reinstatement of TIC facilities at Parc Bryn Bach and Festival Park Year 2

Town Manager/ Tourism Team

Community Councils, etc

Plans for improvements and identified funding sources

Develop leaflet strategy to include audit of existing print, gap analysis, forward planning and distribution strategy. This should monitor the needs and move to digital trends Year 2 Tourism

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Optimise the use of The Valleys website and campaign to promote all BG products, events, etc including PR and social media opportunities Year 1 Tourism

All tourism products - BGCBC sites to directly use The Valleys site Increased profile

Provide information/stopping area on Highest Point of A465 Year 2 Tourism

Welsh Gov - re A465 duelling

Facilities for drivers - intro to Blaenau Gwent

Identify how best to develop a website focused on the tourism product of the area - e.g. www.visitblaenaugwent.co.uk - or similar - potentially using The Valleys system Year 1 Tourism

Increased profile - plan to implement Year 2

Develop standard "information packs or stands" for residents and visitors at more sites/businesses etc Year 1 Tourism

BGCBC and business sites

Increased profile for existing facilities and events within the Borough

Identify ways in which Tourism can make more direct use of social media - possibly through the Tourist Association Year 1

Tourism/ Tourism Association

Increased profile - targets set to followers, etc

Develop system for a comprehensive event listing service across Blaenau Gwent Year 2 Tourism/Culture/Leisure

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Increased promotion to non residential audiences re the programmes at BG Art venues Year 1 Tourism/Arts Team Tourism Businesses

Increased profile for BGCBC events

Develop a plan to encourage extended stays by people researching Family History Year 1 Tourism

Gwent Archives, Library, Museums, tourism

Integrated heritage offer

Increase the promotion of the existing and potential new events Year 1 Tourism/Arts Team Facility operators

Extend reach and profile of events - locally and regionally

Establish Learning programme, working in partnership with Gwent Archives, the Ebbw Vale Works Museum and Bedwellty House & Park Year 2

Blaenau Gwent - Heritage

Site managers and GA

Greater engagement with heritage sites across BG by education groups

Develop/enhance walking trails in conjunction with neighbouring authorities, as appropriate Year 2 Countryside Tourism

Product Development

Development of an updated Tourism Development Strategy for Blaenau Gwent - in partnership with the public and private tourism sector Year 1/2 Tourism

All - public and private sector

A Tourism Development Plan to feed into all BGCBC and HOV activities

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Improve and develop collation of quality, volume and value of tourism data Year 2 Tourism Tourism Businesses

Increased knowledge of existing visitor profile, satisfaction and economic benefit to the area

Work with neighbouring authorities to deliver RDP for Blaenau Gwent Year 2 Tourism Neighbouring LAs

Work to increase the range and quality of graded accommodation - with a particular focus on bunkhouse and camping facilities Year 2 Tourism Regeneration Increased bed stock

Improvements in the food and drink offer at new and existing outlets, supported by the increased use of local and fair trade supplies Year 2

Tourism/ Town Centre Management

Increased expenditure on food and drink sector

Develop plans to improve/augment the information infrastructure across the County Borough and identify potential funding sources - including potential reinstatement of TIC facilities at Parc Bryn Bach and Festival Park Year 2

Town Manager/Tourism Team

Community Councils, etc

Plans for improvements and identified funding sources

Provide information/stopping area on Highest Point of A465 Year 2 Tourism

Welsh Gov - re A465 duelling

Facilities for drivers - intro to Blaenau Gwent

Review highways signage across Borough - in line with new Welsh Government guidelines Year 1/2 Tourism

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Review and find new uses for the HERIAN kiosks Year 2 Tourism

The development of BGCBC as a music festival home - re linking and promoting of the Blues and Steelhouse Rock Festivals Year 1 Arts Team

Development of arts programme around Circuit of Wales development Year 1/2 Arts Team Tourism

Development of high profile events at this new venue - reaching new markets

Explore your Archives - locating of Story Boxes in visitor and other facilities/businesses across the area Year 1 Gwent Archives

Businesses, tourism attractions

Extend the interest in local history/family history

Test new events themes and ideas at venues across BG - and share learnings Year 1/2 Tourism/Site Managers

Arts Team/Town team

Establish Learning programme, working in partnership with Gwent Archives, the Ebbw Vale Works Museum and Bedwellty House & Park Year 2

Blaenau Gwent - Heritage

Site managers and GA

Greater engagement with heritage sites across BG by education groups

Develop plans for future funding to join complete links in the cycle route network (with neighbouring authorities as necessary) and adding interpretation to routes Year 2 Highways Tourism Plan to seek funding

Develop/enhance walking trails in conjunction with neighbouring authorities, as appropriate Year 2 Countryside Tourism

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Explore options re cycle hire, cycle routes to rail and bus hubs, and for leisure usage Year 2 Highways

SWTRA, Tourism, Community First groups

Increase usage of the cycle infrastructure

Identification of training and development needs across the hospitality sector to meet the needs of Circuit of Wales and the new audience that will be attracted Year 1

Tourism and Coleg Gwent

Tourism and Hospitality businesses

A training needs plan for the sector in Blaenau Gwent

Identification of new opportunities related to the new Sports Centre - touring sides, specialist visitors to events, etc Year 1 Tourism and Leisure

Sports clubs and Hospitality sector

New business opportunities

Partnership to make more use of the Ebbw Valley Heritage Offer - Evening of Welsh Culture, use of Ambassadors to bringing the stories to life, etc Year 1/2

Llanhilleth Institute, Six Bells Community First

Aberbeeg Brewery, Tourism, local tourism accommodation operators

New business opportunities

Revisit the Cwmtillery Lakes outdoor centre proposals Year 2 Communities First Tourism/Countryside

The General Office - Complete South Wing development Year 1

Blaenau Gwent - Heritage

Increased usage, facilities for those visiting GA and the archives - increase dwell time

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The General Office - Establish retail and catering outlets on site Year 1

Blaenau Gwent - Heritage

Increased dwell time and income opportunities

The General Office - Establish sustainable events programme throughout the year – concentrating initially on four high profile events annually Year 2

Blaenau Gwent - Heritage Community groups

Increased repeat visits generate by attendance at events

Continued development of Parc Bryn Bach in line with vision document and implementation of marketing plan Year 2

Parc Bryn Bach management

Increase product range and visitor numbers

Continued development of Bedwellty House and Park in line with vision document and implementation of marketing plan Year 2

Bedwellty House management

Increase product range and visitor numbers

People Identification of training and development needs across the hospitality sector to meet the needs of Circuit of Wales and the new audience that will be attracted Year 1

Tourism and Coleg Gwent

Tourism and Hospitality businesses

A training needs plan for the sector in Blaenau Gwent

Training for Circuit of Wales Year 1/2 Coleg Gwent and Circuit of Wales

Increase the profile of Tourism within the Town Forums - ensuring that it is a regular, standing item with real issues/opportunities brought forward Year 1 Tourism/Regeneration All

Increase the profile and awareness of the importance of Tourism across the Borough

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for discussion

Develop ways of keeping Ambassadors and Blue/Green Badge guides up to date and involved in the area. Year 1 Tourism

Sense of Place training for all tourism product operators and staff including accommodation, attractions, hospitality and events sectors Year 1/2 Tourism All tourism operators

Increased customer satisfaction and referral to other products within BG

Work with tourism/hospitality businesses to increase awareness of what is available - to encourage cross promotion - to locals and visitors Year 1

Profitable Performance

Improve and develop collation of quality, volume and value of tourism data Year 2 Tourism Tourism Businesses

Increased knowledge of existing visitor profile, satisfaction and economic benefit to the area

Establish a tourist association - to bring the voice of the tourism and hospitality sectors together in the County Borough Year 1 Tourism Team

All involved in tourism

Established TA with goals and objectives

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Work with Circuit Wales and tourism operators across the County Borough to understand how the Race Track operations operate and can be harnessed in BG Year 1

Tourism Team/ Circuit of Wales

Develop plans for how the potential new Arts Centre can be integrated into the overall Visitor offer Year 2 Arts Service/Tourism

Plan to support development/operation 2016/17

Evaluate the use of existing cycle paths - using the sustrans monitoring tools Year 1 Highways

Improved understanding of the current level of usage

Develop Ty Ebbw Fach to contribute further to the Tourism economy Year 1/2

Communities First Six Bells Community, Tourism

Integrate the Museums into the Tourism economy - e.g. visitor surveys, sales opportunities, referrals to other sites, etc Year 1 Tourism

Place Building Establish a tourist association - to bring the voice of the tourism and hospitality sectors together in the County Borough Year 1 Tourism Team

All involved in tourism

Established TA with goals and objectives

Sense of Place training for all tourism product operators and staff including accommodation, attractions, hospitality and events sectors Year 1/2 Tourism All tourism operators

Increased customer satisfaction and referral to other products within BG

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Improvements in the food and drink offer at new and existing outlets, supported by the increased use of local and fair trade supplies Year 2

Tourism/Town Centre Management

Increased expenditure on food and drink sector

Develop and maintain Image Archive for BG products, events, etc Year 1/2 Tourism

Other related departments and VW

Increased quality of presentation of area and products

Maintain clean and litter free environment in both town and country Year 1/2

Environment Department

Increased customer satisfaction

Encourage local businesses to use more written and spoken Welsh Year 1/2 Tourism

Audit and mapping of public art and progression against implementation of HOV Public Art Strategy - and promotion of the assets/stories Year 2 Head for Arts

Evaluate and document ways in which the cycle network can be linked to the towns Year 2 Highways/ Tourism

Work with Chambers of Commerce and other groups enhance the current event provision across the Borough Year 1/2

Tourism, Leisure and site managers Community groups

Don't know - to be allocated Improved connectivity via rail extension and duelling of A465 Year 2 - 4 Welsh Gov/SWTRA

Potential alterations to the structure of Leisure and Arts in BG Year 1

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Undertake an audit for each town/community to re the pedestrian signage and information support for visitors Year 1

Town Manager/Tourism Team

Community Councils, etc

A baseline re current provision and plan for potential improvements

Identify ways to extend the awareness of the Toilet scheme across BGCBC to visitors (i.e. non residents) Year 1

Tourism/Service Improvements

All providers of community Toilets Higher level of usage

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6. Delivery

6.1 Taking the lead

As many aspects of a visitor destination are managed by the local authority – so it is likely that the local authority will lead the implementation of a Destination Management Plan – in this instance Blaenau Gwent County Borough Council. However, to be an effective Destination Management Plan the prioritisation, implementation and monitoring needs to be As so many aspects of the Plan are related to Blaenau Gwent CBC activities through the work programmes of a wide range of departments, the ability to look at Tourism and the overall Visitor Economy across all work areas will help to optimise the plan. It will also be beneficial to have a political recognition of the importance of the tourism sector to the area.

6.2 Delivery Partnerships

The list below reflects the range and diversity of stakeholders that need to buy-in to the partnership if the Destination Management Plan is to be successfully implemented.

Tourism businesses operating in Blaenau Gwent – individually or via a Tourist Association

Internal council departments – for instance Town Management, Highways, etc

Town Teams

Local Chambers of Trade

Retailers

Capital Region Tourism

Visit Wales

Valleys Regional Park (Valleys Campaign; Fly Tipping Action Wales, Community Tourism etc)

Forgotten Landscapes

Activity providers

Accommodation operators

Event organisers

History / Heritage organisations

Churches Tourism Network

Transport Operators

Pubs and Restaurants

Local producers (arts, crafts, food and drink)

Rural Development and Community First Teams

Police

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It should be recognised that some of these partners are closer to the Action Plan than others. As such, some will be heavily involved in implementing the Action Plan at every stage, whilst others will be engaged when they are needed to help address a particular issue.

6.3 Co-ordination and delivery structure

The Tourism sector in Blaenau Gwent is small – and at the moment there is no formal structure for consultation/engagement – however, as the sector is small and the Tourism Officer knows the area well, so contact is maintained with businesses. However, this does not support inter business development opportunities, sharing of experience, etc. Efforts in the past to establish a Tourist Association have proved unsuccessful (re participation) and whilst there is a documented desire to create an association, the practicalities of this need to be explored. In implementing the Plan it is important that the elements are owned by the relevant departments. Practical ways of extending the ownership and awareness of the plan and sector include:

The inclusion of Tourism within the Town Forum agendas – including the addition of Tourism business to the group.

Involvement of tourism businesses within the Town Forums.

The plan being agreed by Senior Officers and members.

A bi annual meeting of the Tourism Team and tourism businesses – hosted by BGCBC – to update and potentially define ways in which the tourism businesses can assist with the implementation. This may eventually result in the creation of the Tourist Association.

To monitor the results of the activity, to identify future issues and to re prioritise the plan, an annual joint meeting of officers from a range of departments and associated bodies and tourism will be held at the beginning of each calendar year. The Tourism Team will be responsible for presenting the progress to date, and for leading the discussions to prioritise future activities, etc.

6.4 Measuring Success

Success will be measured via research including:

Increase in visitor numbers/visitor expenditure(STEAM)

Number of tourism jobs sustained / increased (STEAM)

Number of tourism business sustained/increased (business rates???)

Number of events and attendees

Visitor Surveys (standardised across all attractions)

Footfall at key attractions/retail centres

Number of complaints complaints/number of positive comments (e.g. in visitor books etc.)

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The implementation of a standard visitor survey across Blaenau Gwent CBC will also, over time, generate findings to drive future developments and to evaluate the impact of specific activities – in particular through the visitor satisfaction, likelihood to return, etc.

It will be the role of Blaenau Gwent CBC to monitor and evaluate this information and to share with other departments and tourism businesses.

6.5 Targets for Tourism Growth

The following targets have been set as measurements of the success of the Destination Management Partnership:

Performance Indicators o Number of visitors to Blaenau Gwent CBC, annually o Annual Revenue generated by tourists to Blaenau Gwent County

Borough Council o Job creation (number of FTE) o Job retention

50% of trade take part in an annual trade survey (building on the survey undertaken as part of the development of this DMP)

50% of trade take part in a coordinated visitor survey by end of 2015

New tourism operators/products each year.

Attendance at events publicised through the comprehensive events listing – say 10% year on year.

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Appendix 1 – Survey Results This online survey was sent to 62 tourism operations and related individuals in the Blaenau Gwent CBC area – 18 responded to some or all other the questions.

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Appendix 2 – Consultees