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Sustainable Tourism Strategy Final A STRATEGY AND ACTION PLAN FOR SUSTAINABLE TOURISM IN THE BRECON BEACONS 2012-2016 FINAL DRAFT www.thetourismcompany.com November 2011 CONTENTS 1 INTRODUCTION ........................................................................................... 1 2 ASSESSMENT .............................................................................................. 4 2.1 Economic, social and environmental context .......................................... 4 2.3 The tourism resource ............................................................................. 9 2.4 Tourism delivery structures and services ............................................. 22 2.5 Tourism performance and the visitor response ..................................... 26 2.6 Enterprise needs and aspirations ......................................................... 29 2.7 Some key strategic choices for the Brecon Beacons ............................ 32 2.8 Progress since 2007 ............................................................................ 34 2.9 External influences on the market and product ..................................... 35 3 STRATEGY ................................................................................................. 39 3.1 Policy context ....................................................................................... 39 3.2 Towards a strategy for the Brecon Beacons ......................................... 48 3.3 Underlying aims for sustainable tourism ............................................... 48 3.4 Principles and approach ....................................................................... 49 3.5 Target markets ..................................................................................... 51 3.6 Brand concepts .................................................................................... 52 3.7 Vision ................................................................................................... 52 3.8 Strategic objectives .............................................................................. 52 4 ACTION ....................................................................................................... 54 1 Effective marketing .................................................................................. 54 2 Coordinated information and interpretation .............................................. 58 3 Environmental responsibility .................................................................... 61 4 Product diversity ...................................................................................... 65 5 Communities and place making ............................................................... 71 6 Supporting businesses ............................................................................. 74 5 IMPLEMENTATION AND MONITORING .................................................... 78 5.1 Delivery structure ................................................................................. 78 5.2 Implementing the action plan ............................................................... 82 5.3 Indicators ............................................................................................. 86 5.4 Monitoring ............................................................................................ 88 5.5 Strategy review .................................................................................... 89 APPENDIX ONE .................................................................................................. 91 1 INTRODUCTION The Brecon Beacons National Park Authority, working with its partners through the Sustainable Tourism Partnership, has a substantial track record in the field of sustainable tourism. One of 75 ‘Charter Parks’ across Europe, the Brecon Beacons has held the European Charter for Sustainable Tourism in Protected Areas since 2007. In 2009, the Brecon Beacons was formally recognised by Visit Wales as a destination, endorsing the working partnership which had been developed between the National Park Authority and Brecon Beacons Tourism, representing the private sector. This new strategy for destination management over the next 5 years will succeed the existing strategy which was approved in 2007. Its development forms a major part of preparation for renewing the award of the European Charter for Sustainable Tourism in Protected Areas. It has therefore been developed in accordance with the requirements of EUROPARC in close collaboration with the Brecon Beacons Sustainable Tourism Partnership and other stakeholders. Sustainability will be fully integrated into the strategy. The Brecon Beacons National Park is an IUCN Category V Protected Area, a living and working landscape whose management is guided by a set of principles developed at an international level. Where it can be shown to be sustainable, tourism is one of a number of economic activities which may be acceptable within a Category V protected area. Well managed tourism can make a strong contribution to all three pillars of sustainable development, and to the purposes and duty of the National Park Authority. Conversely, there is wide recognition of the importance of all aspects of the work of the National Park Authority to achieving a successful and sustainable tourism destination. Funding for the development of this strategy has been provided by COLLABOR8 (an Interreg IVB North West Europe project co-financed by ERDF) and it will be important to incorporate the experience and structures arising from the COLLABOR8 project. The strategy is focused on the Brecon Beacons National Park itself, but its area of influence extends into the countryside and settlements immediately surrounding the Park as defined by postcodes on the map in Appendix Two. Building on the last five years The previous Sustainable Tourism Strategy and its associated Action Plan was adopted by the Brecon Beacons Sustainable Tourism Partnership and the Brecon Beacons National Park Authority in 2007. This new strategy builds on that foundation, revisiting the priorities and renewing the action plan in the light of the challenges and opportunities that can be foreseen looking forward to the next five years. Much progress in relation to sustainable tourism has been achieved in the Brecon Beacons since 2007. In particular, we can point to: • The evolution of the Brecon Beacons Strategic Tourism Partnership into a Sustainable Tourism Partnership, strengthening opportunities for partnership working and development and co-ordination of work programmes. Sustainable Tourism Strategy for the Brecon Beacons 2012-2016 1 The Tourism Company • The emergence of Brecon Beacons Tourism as a fully established and highly regarded trade body representing over 200 private sector members. • Formal recognition by Visit Wales of the Brecon Beacons as a destination, with associated funding for a programme of destination management, including a partnership based marketing programme. • Using COLLABOR8 (an INTERREG IVB North West Europe programme) as a tool for destination development. From 2008, COLLABOR8 has supported 15 clusters of businesses involved in the development of tourism in the Brecon Beacons, based on sustainability, sense of place/cultural identity and quality. • Establishing a 3-year Visitor Transport Initiative and a dedicated website for travel to and around the National Park • Establishing a Brecon Beacons Marketing Co-ordination Group and preparing a 3-year marketing strategy. • Maintaining support for tourism businesses through regular communication, training opportunities and an annual ‘Tourism in Action’ conference. The recent success of a bid for EU INTERREG IVB NWE funding will lead to the establishment of the Rural Alliances project which, from Sept 2011 to July 2015, will establish and support structures and mechanisms to integrate community and economic interests at a local level in the Brecon Beacons, using tourism as the key focus. A framework and guideline for all The Brecon Beacons National Park Authority works in close partnership with public and private bodies to help industries such as tourism develop in a sustainable way that protects and enhances the special qualities for which the National Park is designated. The need for a partnership approach to tourism is more important now than ever before. The Sustainable Tourism Partnership for the Brecon Beacons is well placed to secure this approach and will have responsibility for coordinating the implementation of this strategy and action plan. However, it should also be read and used as a guideline by all those with an interest in tourism in the Brecon Beacons. How was the strategy prepared? The strategy has been based on extensive research and consultation, including: • Working through previous and current policy documents, research studies and reports • Analysing existing product and market data • An on-line survey of tourism enterprises, achieving 165 responses • Structured interviews with key representatives of public agencies, NPA staff, private interests (especially the COLLABOR8 clusters)and organisations responsible for conservation of the natural and cultural heritage • Visits to key sites and a number of recent developments • A session at the Tourism in Action Conference on 2 nd March 2011 • A stakeholder workshop held on 10 th May 2011 at The Castle Hotel, Brecon • A meeting with Brecon Beacons Tourism on 24 th May 2011 • An open meeting with NPA Members and staff on 15 th June 2011 • A meeting of key partners on 21 st June 2011 • Meetings of the
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