A guide for your business. #FindYourEpic 2020: Wales’ Year of Outdoors. Welcome to the greatest outdoors. 2020 is our invitation to visitors and Wales’ residents to celebrate the greatest outdoors. We’re asking people to check in to our hotels; our campsites and our cottages. Then to open their door and discover attractions, activities, landscapes and coastlines 03 Welcome to the Year of Outdoors 2020. they haven’t yet experienced. 04 Why ‘Outdoors’? 06 Year round activity — because feeling good has no season. We’re encouraging visits to 10 The outdoors at night. different corners of the country 18 Let the outdoors in — using the outdoors to create a sense of place. 22 Enabling accessibility in the outdoors. throughout the year, as feeling 26 Being part of the community and outdoor groups. 30 Walking in the great outdoors. good has no season. 36 Responsible tourism. 42 Our cohabitants — the wildlife of Wales. 48 Visit Wales approach — time to ‘Check in’. 52 Social media — maximising your message online. 56 Check in and keep in touch.

Cover image: Harlech, Gwynedd visitwales.com 02–03 2020’s Year of Outdoors will reinforce and run on naturally Outdoor experiences have In Wales, there has always been at the heart of always been an inherent from our four themes to date (Adventure, Legends, Sea, global travel. Today, more relationship between people Discovery) providing continuity for the industry, but enough than ever, we’re developing and the outdoors. It’s not an awareness of the just that our landscapes change to inspire the market and media. We already have connections between our are awe-inspiring; they are some competitive advantage as a great place for adventure, experience of travel, the steeped in the living history landscape and our sense of an ancient language outdoor activity and scenery — and have the potential of place. Whether we’re and culture. The stirring to stand out further: considering the improving quality thinking about interior emotions evoked by the design, health and wellness Welsh outdoors have of our environment; our ethos of sustainable living; and the or food, we’re ‘letting the inspired our poets, writers creative but careful use we make of our natural environment. outdoors in’. In doing so, and artists for centuries. we’re gaining a better In 2020, we will understanding of our mental celebrate Wales — and physical wellbeing, and the greatest outdoors. of the benefits of a strong connection to nature and the outdoors.

Welcome to the greatest outdoors.

Aberporth Beach, Cardigan visitwales.com 04–05 The outdoors isn’t just for the summer. Here are some ideas on how you can work with the outdoors, whatever the season. We’ve given some more specific examples Activities and adventure. Food and drink. in italics to help illustrate the ideas. Embrace what the seasons throw at Use seasonal ingredients in menu staples you; just change your location or gear. for taste, cost and sustainability. A surf school offers season-specific wetsuits, A pub rotates the potatoes it uses in the Sunday advice on the best nearby spots to catch waves roast, with minted Pembrokeshire new potatoes safely and a changing area that can be cooled in the summer and roasted Rudolph potatoes with fans or warmed with heaters. in the winter. Golfers play come rain or shine and Wales has some of the best courses in the world, Run specials that reflect the seasons. open all year round. Find out which golf clubs An ice cream cafe creates a beach-inspired are in your area and introduce your business golden fudge and sea salt sundae for the to them: be it a place to stay or something else summer and a toasted marshmallow ice cream for golfers to do while on their golf break. sandwich for the autumn.

Foraging sustainably on Add hints of the outdoors into your Year round walks throughout the year. eating spaces with changeable styling. A rambling group runs special sessions to A coffee shop puts a little vase of seasonal educate participants on what plants are flowers or foliage on each table — think activity. abundant and edible, so that they can forage daffodils in March and holly sprigs sustainably on their future walks. in December. Because feeling good has no season. Keep your itinerary flexible so you can react to the weather. A Swansea-based tour operator takes visitors on day trips to the Gower Peninsula or Afan Forest Park on sunny days and to Dan Yr Ogof Caves or Penderyn Brewery on rainy days.

For more information on

introducing quality seasonal food and local ingredients visit gov.wales/foodanddrinkwales

Anglesey visitwales.com 06–07 Year round activity — because feeling good has no season:

Heritage and attractions. Accommodation.

Reinvent your offering by using your Think about the temperatures physical space differently each season. of guests’ rooms. A steam train operator runs Christmas trains A family hotel adds quick-cool fans and iced to Santa’s workshop (a lodge with elves, mince water to bedrooms during warm months and pies and mulled wine) and Easter trains to puts Welsh woollen blankets and hot water the Bunny’s house (the same lodge decorated bottles on the beds in colder months. differently, with an egg hunt for children). Match your breakfast to the season. Tie history and the seasons together A bed and breakfast serves yoghurt with by considering what our ancestors did. summer fruits and granola in spring and A Roman museum uses its storytelling sessions summer then swaps it for cinnamon-spiced to share seasonal comparisons between the ages, porridge with berries in autumn and winter. such as how soldiers 2,000 years ago celebrated Saturnalia instead of Christmas. Pick up the seasons’ colours in swappable style accessories. Host tours that incorporate the outdoors. A boutique hotel dresses rooms with vases A castle with grounds gives sunset tours in and ornaments in colours inspired by nature — March and torchlit tours in November. pastel tones in spring, bold pops of brights in summer, reds in autumn and deep tones Use school holidays as a chance to in winter. experiment with seasonal events. An art gallery puts on creative craft sessions Make seasonal activity suggestions and children-friendly tours over half terms on a notice board. and the summer holidays, focusing on its pieces A Pembrokeshire holiday village uses an of art that link to the current seasonwalking interchangeable display to recommend the routes and places to visit each fortnight. best beaches, walking routes and places to visit each fortnight. Using Welsh with your visitors. Feature Welsh words for visitors to learn relevant to your business or season. Change them daily and get your staff to use them.

For support on introducing Welsh in your business visit businesswales.gov.wales/welsh-in-your-business.

If you need help translating, then talk to Helo Blod who can provide up to 500 words of free Welsh translation (each month) for your business. gov.wales/heloblod

2020: Wales’ Year of Outdoors Cynfal Falls, Blaenau Ffestiniog 08–09 Wales has many areas of truly dark skies. They are quite rare around the world due to light pollution, even more reason for us to treasure them. Our dark skies are a real asset. What is a ‘dark sky’? What dark sky areas Why do dark skies The concept of a ‘dark sky’ do we have in Wales? matter to Wales? Here, we offer some information and advice on what they is very subjective. For There are several protected The Milky Way is seldom are and how you can make them part of your business. instance, a person who areas in Wales. Snowdonia seen by people living lives in a city would find National Park and the in urban and semi-rural a night sky in a semi-rural Brecon Beacons National locations, so protected location significantly Park are Dark Sky Reserves, dark sky areas offer them darker than one in the of which there are only something different. They city. However, the true 16 in the world, and Elan make it possible for the definition of a dark sky is Valley is a recognised Dark Milky Way, the Andromeda one that is free from any Sky Park. There are also galaxy and countless other artificial light pollution. special areas recognised for objects to be easily seen darkness, such as the Dark with a guide. There is a Sky Discovery Sites located significant socioeconomic all across Wales, including impact from dark skies, in semi-rural areas. with astro-tourism growing considerably over the The outdoors last few years as people seek experiences and opportunities to explore at night. their place in the world.

Hay Bluff, Hay on Wye visitwales.com 10–11 The outdoors at night: When and why did you start Dark Sky Wales? Why do you think people love stargazing? In 2010, I worked as a lecturer in the There are a million reasons why people University of Glamorgan (now University enjoy the night sky. The loss of dark skies Q&A: of South Wales). I received frequent across the country hides the wonders of requests to take people into the dark areas the universe, which makes people want of Wales to show them the wonders of to discover more. For this reason they visit Allan Trow our universe. Since those early days of us and the dark skies of Wales. People are taking a handful of people into the wilds more aware of the environment around Dark Sky Wales of Wales on weekends, I now have my own them through TV programmes and the business where we spend the entire week news, which in turn leads to a sense delivering activities far and wide under of wonder and inspires people to book the wonderful Welsh sky. educational experiences.

How is business going for Dark Sky Wales? What tips would you give to businesses Business is going from strength to strength. wanting to include stargazing as part There has been a considerable growth in of their offering? interest over the last 5 years. On average, Small things will help you be dark sky we’ve had a 35 per cent increase in aware. Make sure that all external lighting turnover year on year with approximately is kept minimal. Ensure that guests know The founder of Dark Sky Wales tells us about the 15,000 individuals participating in they can return at a late hour or after dark. impact and value that dark skies have on his business astronomy related activities. These Offer guests a hot drink to take with them. have included stargazing in the normal Have some simple and free astronomical and elsewhere in the tourism industry. sense through to astronomical talks and literature around (there’s plenty of planetarium visits. material on the internet). If you do want 2020 will be another busy year. to go a little further, purchase a simple We have a full order book of guests to pair of 10×50 binoculars, which would entertain and educate. We’re also working be easier to operate than a telescope. in partnership with the Welsh Government and International Dark Sky Association Where is your favourite spot in Wales to acquire the first Dark Sky Nation status to go stargazing? for our country. There are so many! Wales is blessed with wonderful skies, be it in the day or at night. Do you have any plans to expand I do have a soft spot for Mid Wales, though. on what you offer? It has so many easily accessible dark places Yes — they include plans to create there for you to stop in and look up. a dedicated base or hub in Mid Wales. It would allow us to capitalise on the large interest in our business and provide additional employment opportunities. Stats show that we need a hub that allows us to provide accommodation. Around 75 per cent of direct sales from our website and 92 per cent of sales through our online experience retail partners are by visitors outside Wales, most requiring overnight stays.

2020: Wales’ Year of Outdoors visitwales.com 12–13 The outdoors at night:

How your business can make the most of nights in Wales’ outdoors.

If you run accommodation Run nighttime activity Share the mystery and in an area of low light workshops to get people magic of the darker months. pollution, an AONB or a Dark engaging with your business If you run accommodation Sky Discovery Site, you have after normal opening hours. with grounds, you could your own free theatrical For example, if you run provide visitors with show taking place in the a cafe, you could stay open torches or light the paths sky above you most nights. late once a month through so they can explore the Make the most of this the colder seasons and wonders of the outdoors privilege by providing your hold evenings that consist after hours. When the customers with access to of a guided wintery walk or temperature drops, you telescopes, star maps or a nocturnal nature ramble could have hand warmers, information about what followed by warming food. hats and hot water bottles they might be able to see It’s a great way to engage on standby for guests with the naked eye. You with the local environment to borrow. Or, if your could have themed add-ons and community, plus it’ll building has an air of to your accommodation raise the profile of your history or heritage, you packages too, such as establishment. could hold spooky story stargazing sessions with evenings, ghost walks a local enthusiast or guided or Halloween events. binocular or telescope observation classes.

Good Life Experience, Hawarden visitwales.com 14–15 The outdoors at night: There’s something about being beside Our farm-based locations are always water which makes you feel closer to popular with families as they allow kids to nature. Buckland Mill is on the banks get closer to rural life. Rhianydds Barn and Interview: of one of the most picturesque stretches Stable is kitted out to keep things fun for of the River Usk, close to Llangynidr, grown-ups, too. The hot tub is a big draw so guests enjoy fishing along the 200m after hours; people love feeling the warm Elizabeth Daniel of river bank. To keep them feeling close water around them when the air is nippy. to nature in the evening, we’ve got a wood Talybont on Usk is a hub for outdoor Brecon Beacons Holiday Cottages burning stove in the living room so they enthusiasts, with Beacons trails, can toast their toes while watching the a reservoir, waterfalls, a canal and plenty river from a comfy armchair. of pubs. The Gilestone Glamping lodges we have there were recently awarded the GOLD Star Glamping Award from Visit Wales. They are beautifully decorated and well equipped; each has a private hot tub, wood Blessed with a beautiful National Park and Dark Sky Reserve burning stove and fire pit to turn up the heat as their home turf, Brecon Beacons Holiday Cottages has and encourage relaxation time outdoors. incorporated the nighttime into its offering. Elizabeth Daniel, At Pond Cottage, close to Hay on Wye, we have a private observatory for optimum founder of the business, shares some examples of how stargazing. It also has a little Shepherds they use the perks of the area to add value and encourage Hut with a wood burning stove, ideal for all-season picnics overlooking a meadow visitors to embrace the outdoors at night. with chickens and alpacas.

Brecon Beacons National Park visitwales.com 16–17 The components of a sense of place can be a thousand and one things. It’s the sensation you get when visiting somewhere for the first time — the first impression, the look, the feel, the atmosphere, the people. Sense of place embraces the distinctive sights, sounds and experiences that are rooted in a country, those unique and memorable qualities that resonate with local people and visitors alike. Visitors to Wales love to discover what it is to be Welsh and what makes Wales distinctive and special. In other words, they are hungry to experience its sense of place. You can improve your business’ sense of place by embracing Welshness and the Welsh language, developing your knowledge of your area and promoting it effectively to your visitors.

Let the outdoors in. Using the outdoors to create a sense of place.

For more information on introducing a sense of place into your business: businesswales.gov.wales/tourism/other-useful-links

Penderyn, Brecon Beacons visitwales.com 18–19 Let the outdoors in — using the outdoors to create a sense of place: Wales wasn’t known for its lavender until this farm began in 2003; owners Bill Newton-Smith and Nancy Durham had just acquired six acres of land around their farm house and wondered what else might Interview: thrive on the ground besides sheep. The company now produces lavender products for all around the world and has many hundreds of Nancy Durham visitors each year who want to capture a piece of the Welsh landscape. FARMERS’ Welsh Lavender Ltd

Our lavender farm has a real sense We run pre-booked group visits for a of place. We are situated at 1,100ft, minimum of ten people. Tours last about surrounded by beautiful scenery. When 90 minutes. We lead people around the visitors see the farm and its views, their lavender fields, the distillery, the pond jaws drop. It’s a terrific backdrop, with our (where people sometimes like to go wild hillside of lavender rolling out across the swimming) and then serve coffee, tea Sense of place is really important to former sheep farm. July and August are and lavender cake in our informal cafe. particularly stunning as the lavender is Alternatively, people can visit as FARMERS’ Welsh Lavender Ltd, a company at its richest blue colour, but we are open individuals or smaller groups and take that grows lavender and produces body care and producing things all year round. Our a free self-guided tour of everything using hilltop farm buildings are used for special our farm notes. We now offer overnight products in Builth Wells. events and seasonal markets, too; people accommodation too, in the form of a cosy, can’t resist the location. upcycled renovated truck. Either way, Before us, lavender wasn’t recognised visitors get to soak up the lovely smells by the government as an agricultural and sights of our part of Wales. crop in Wales. We planted our first In our gift shop, we have an array lavender crop in 2003 using a grant of our lavender products for people to from the EU and Welsh Government that sample, including chocolate and body supported farmers wanting to diversify. care creams. Most are made in North Wales We are always trying to work with the by our partner Helen Lowe. She sends environment here. For instance, when us product and we fill, label and dispatch we plant new lavenders we add grit and from our site to shops around the UK and sand to improve drainage because our a few abroad. We just opened in the heavy soil is too rich for lavender. Monocle Shop at Hong Kong International Airport. It gives visitors a chance to buy something to remember the place by and take their experiences home with them. We are truly inspired by the farmers we see nearby who work at all hours of the day. They spur us forward by embracing the landscape and outdoor life. Having such a strong sense of place and opening up our agricultural business to visitors helps ensure that farming traditions and an appreciation of the Welsh landscape continue to prosper.

2020: Wales’ Year of Outdoors visitwales.com 20–21 The Welsh outdoors is a place that everyone can enjoy, regardless of each person’s abilities. The outdoors can provide its own challenges around access, but with a bit of How to make the outdoors more accessible. thought and careful consideration your business can help Written with help from Disability Wales members. everybody — and all bodies — to enjoy our beautiful land.

Think: everybody outdoors. Hire and train for Create helpful When you’re planning specialist activities. communication. something outdoors, Your staff are the face of There are many ways to be mindful of making your business, but they communicate information it accessible to disabled are also your customers’ outdoors. Think about people. If you’re using first port of call when how you can meet the a table or chart to plan they need something. requirements of disabled the activities or areas, If you’re running an people by using things add a column for any activity outdoors, such like large print, Easy considerations you will as rock climbing, hire Read, Braille and audio need to make to keep specialist staff who are used where you’d otherwise use everything accessible. to running the activity with standard signs. Waymark Customers who come away disabled people to either paths, light dark areas happy are more likely to assist at the event or to and signpost important recommend you to others. train your existing staff. places so everyone can find their way when exploring outside.

Go the extra mile. Consider the little things you can do to ease the strain on disabled people and their carers. For example, you could have a few all-terrain wheelchairs that disabled people can borrow while they’re with you or install as many benches or seating Useful resources: areas as you can along routes without spoiling Disability Wales (disabilitywales.org) Enabling the landscape. Welsh Government: Equality (gov.wales/equality)

accessibility in You can find information on definitions, language and terminology on the Disability Wales website. The Building Regulations 2010 Part M can be easily the outdoors. found through search engines.

Barry Island visitwales.com 22–23 Enabling accessibility in the outdoors: How do you assess whether someone What advice do you have for business can do something? owners that want to make their offering An adventure is made of up a chain more accessible? Q&A: of elements, such as jumping, climbing, Take a detailed look at your current swimming and flushing. We look at which offering. How can it be tweaked to be elements each participant or group can more inclusive? It doesn’t need to be Cleopatra Browne manage, rather than focussing on what’s a ground-breaking change. In fact, it’s not possible. That way we focus on what surprising how the little things can make Founder can be achieved, adapting along the way a world of difference. For example, we and being positive add simple crotch straps to our buoyancy Celtic Quest Coasteering During pre-season training, our aids for disabled users, which keeps the team heads out for an ‘accessible buoyancy aid in place without being inaccessible adventure’. We simulate restrictively tight. Clients find it easier to various disabilities to give the guides a float in this comfortable position, which much clearer idea of how to make their in turn means they need less physical help adventures more accessible. This could from guides. include jumping from a cliff blindfolded, Perhaps try the simulated experience. being flushed and spun in the washing Blindfold yourself or your staff and see machine (a swell of water) without the what it’s like. We found this activity to be use of your legs or climbing out of the invaluable as it lets us experience things Celtic Quest Coasteering are adventure specialists water without using your arms. like partial or total sight loss rather than trying to imagine them. offering experiences on the Pembrokeshire coast. How has improving your accessibility Focus on what is possible, not on the enhanced your business? limitations that someone will face when Celtic Quest Coasteering are able to trying to participate. They can slide down What is your business? Who can take part? make every participant feel awesome! something, so work out how to get them Coasteering is often described as Every adventure is tailored to suit Taking a detailed look at the ‘how’ of up to it. They can float unaided, so work everything you’re told not to do at the the expectations and abilities of each their adventures from an accessibility out how to get them to the water. beach as a child! It involves moving adventurer. The Celtic Quest team believe perspective has improved the overall Break things down into smaller along a stretch of coastline at the point that adventure should be accessible to all service to all visitors, including elements as this creates individual where the sea meets land. Kitted out in at their own level and pace. Everyone has non-disabled people. achievements. Getting into a wetsuit, a winter wetsuit, buoyancy aid and helmet, their own perception of adventure. For I’m keenly aware of how businesses getting to the water’s edge, getting in the participants are given the opportunity to some, reaching the top of Mount Everest often charge disabled people more than water, being comfortable in flat water, try wild swimming, sea level traversing, is their level; for others it may be just non-disabled people when it comes propelling yourself or being aided in water, cliff jumping, sea caving and taking a spin floating unassisted in the open ocean. to participating in adventure activities, experiencing levels of white water, trying or flush in the white water features. If it is practically possible, Celtic Quest can and I disagree with it. Our pricing is jumps and slides, coming face to face with tailor an adventure for just about anyone. standard regardless of age, gender a seal in the water... most of these could or ability. Facilitating an adventure be broken down further. Many folks find What actions have you undertaken for someone who is disabled can often the things we take for granted to be an to become more accessible? require two or more guides. This has insurmountable challenge, so enable them The Celtic Quest team received additional an impact to the business’ bottom line, to conquer some of those challenges — training in order to welcome folks with but there are ways we can absorb the or at least have a lot of fun while trying! all sorts of disabilities. We’ve had to think slight loss in favour of providing an about manual handling and access, too. unforgettable experience. These include Take cliff jumping, for example. Jumping finding quieter times to carry out these in the sea is the relatively easy bit — getting experiences so we have the staff numbers up to the jump height is not always so easy. to facilitate them.

2020: Wales’ Year of Outdoors visitwales.com 24–25 Opening up our outdoor spaces to visitors can have great outcomes for all involved. We can look at Cadw’s Open Doors festival for an example of how opening up spaces can How to work with existing groups lead to good things. Every year in September, Cadw’s festival and develop your own community. lets thousands of visitors access over 200 Welsh landmarks and historic attractions for free. It increases footfall at sites If your business has If you’re lucky enough to Alternatively, if you run an and, in turn, boosts takings at both the sites themselves and a private outdoor space, be based near our beautiful outdoor-based community consider opening it up to coastline, the countryside group, think about who you other nearby businesses. the public for one-off events or a patch of greenery that allow to take part in your or renting it out to local locals flock to, you could activities. community groups. look at how your business Do you have to be a It’ll increase your presence can attract the visitors of member’s only group, or in the local community the nearby outdoor spaces. can you allow drop-ins too? and create a conversation Increase your signage Widening your audience around your business. around visitor hotspots would make it possible for to waypoint people visitors to enjoy the perks towards your business of your group and give Even if your business doesn’t or try similar methods of them a positive experience have an outdoor space, you raising awareness to draw to remember, plus it could could think about inviting in visitors. If you have bring in extra money on an outside community groups registered as a Refill Cymru ad-hoc basis depending on into your indoor space. business you will feature how many non-members Offer tea and relaxation to on the Refill Cymru App so turn up. Think about the ramblers post-walk, provide anyone looking to fill their many cycling, swimming space for knitting clubs to bottles with water will find and running groups around knit and natter or see if your business. See page 39 Wales that invite visitors orienteering clubs want to of this guide for more to join them. use your space while they information. plan their walks. It could be an opportunity to show As well as inviting the off your location, give the community into your community something business, you can try taking positive to associate you your business out into the with and help word to get community. around, all of which could For example, you could lead to more business from sponsor local events, the individuals within the take part in community Being part of the group following their visit. activities such as beach cleans or litter picks, run a stall at your town or village community and fair or go to community outdoor groups. business meet-ups.

Carreg Cennen Castle visitwales.com 26–27 Being part of the community and outdoor groups: Creating the Bluetits community. The impact of community. After partaking in competitive sports for By always welcoming new people into many years, I became weary of the sheer our midst, the experience each person Eye on: amount of kit that was seemingly needed brings makes the groups stronger and to get to the finish line. Sometimes I didn’t more interesting. There is always someone fit in — I was deemed too old, too fat, too who is willing to help you or listen to you, The Bluetits Chill Swimmers slow, too relaxed about my timings — but encourage or support you. I love how overall I enjoyed taking my body beyond after plucking up the courage to become what I perceived its limit to be. a Bluetit, many of us have found the I began to swim in only a swimsuit to strength to do other things in our lives move away from the pressure of feeling that initially seemed scary. I had to conform to some standard. In the When we go exploring to find new first winter of swimming outdoors, people beaches to swim on, we often include a Sian Richardson — founder of the open water swimming in overcoats and scarves approached me walk along the Wales Coast Path and stop and asked me what on earth I was doing. off at a local cafe or pub. We anticipate the group “without unnecessary rules” — shares the story of Most suggested I had lost the plot, but adventure, never really knowing what we her community group, how important community is to her some were intrigued enough to come and will find. and the group members. Between splashing in the waves join me. That’s when The Bluetits Chill Swimmers began. Taking the al fresco plunge. while making friends they take pit stops at local businesses Being outdoors around the Pembrokeshire to refuel and relax — something that the businesses and the Everyone is welcome. coast, you get to absorb its beauty The Bluetits swim in open water all year throughout the changing seasons. swimmers benefit from. round. Most of us wear swimsuits but Combine this stress-reducing scenery everyone is welcome to wear whatever with the anticipation of doing something makes them comfortable in the water. that is a little extreme and you get an We have people from all walks of life, amazing adrenaline rush. in all shapes and sizes and with different I’m really proud that so many people swimming abilities. Everyone is capable have taken up swimming for the sheer joy of much more than they think they are; of it because of The Bluetits, and that they sometimes they just need a little help have discovered the inner strength they and encouragement within a friendly always had but couldn’t grasp. I love how non-judgmental environment. when we meet as a group there are those You don’t have to be a strong swimmer who like to just bob around in the water, or have the perfect stroke. We have the those who happily swim together and brave, the noisy, the timid, the caring, those who like to compete. There is never those who can swim a marathon and those an agenda other than to simply swim. who don’t like to go out of their depth. When we all come together to swim, we use these differing attributes to benefit each other. No-one gets left behind and no-one judges.

2020: Wales’ Year of Outdoors visitwales.com 28–29 One of the best ways to get close to nature in Wales is to ditch the car and go exploring on foot. Not only is it free, planet-friendly and good for you, walking lets you fully connect with the outdoors; walk in any of our forests and you’ll feel its textures underfoot, smell its grassiness in the air and see its rich, seasonal colours all around you. The positive effects of walking on both physical and mental health have long been recognised. Whether you take a quick stroll or a longer hike, it’s an excellent way to align with nature, put your busy life in perspective, Walking in the recharge and gain a positive outlook. great outdoors.

Are you part of the Visit Wales Cyclists and Walkers Welcome Scheme? Visit businesswales.gov.wales/tourism/star-quality-grading or email [email protected] for more information.

Llŷn Peninsula visitwales.com 30–31 Walking in the great outdoors:

Here are some ways you can make a great impression by helping your customers discover Wales on foot:

Research walks in the area. Invite walkers in. Take people closer. Set up regular guided walks. Highlight interesting Accessible walks for disabled Find some walks that If you want to see One thing that can get in Depending on its location, things in your grounds. people and families with people can do from where more walkers in your the way of walking is the you could use your business If you have outdoor space, pushchairs. you are based, then establishment, you could need for transport to get to as a meeting point for a such as gardens or grounds There are lots of places share the details of them invite some of the local the start point or to return. local guided walk. Team for people to explore, that are ideal walks for on a handy print-out or walking or rambling groups Help your customers up with a nearby guide use signposting to make people with mobility issues online. Depending on to host their meetups there. overcome this hurdle who can lead the way and visitors aware of it. Then, or pushchairs. It’s good your location, you could Word spreads, so if one by highlighting local bus advertise the walk online add labels or notes around to be able to recommend consider: walker enjoys the pre- or services (public transport and locally. Using your the outdoor space to point local accessible walks to post-walk experience that and also particular services business in this way will out any features, such customers. There might be Sections of the you offer, they are bound that may be available in help to (quite literally) put as the types of flowers more than you originally Wales Coast Path. to tell another. your area e.g. The Sherpa it on the map. in the beds, the names think. Consider the Shuttle in Snowdonia of the mountain you can following: Parts of Offa’s Dyke Path, and Coastal Bus routes in see in the distance or the Glyndŵr’s Way or The Pembrokeshire) or provide reasons behindthe way Piers and promenades Cambrian Walking route. the telephone numbers you designed the gardens. often have flat and wide for reliable local taxi areas to walk along. Designated paths in our companies. NB: It’s helpful Areas of Outstanding to remind guests that they The Wales Coast Path Natural Beauty (AONBs). may require cash for taxis has plenty of easy routes. and coins for parking Routes that follow rivers meters; many small or rural Natural Resources Wales from source to sea, with places don’t take card. have a round-up online stops at amenities along If your visitors are of accessible woodlands the way. driving, please always try and parks. and encourage use of park Walks that connect local and ride facilities where points of historical interest. they exist and stress the importance of designated Dedicated paths through parking areas, particularly Woodland Trust sites and in popular locations. RSPB nature reserves.

Regional footpaths Stuck for ideas on local walks? into the countryside Visit the Ramblers Cymru website or along canals. (ramblers.org.uk/wales) or visitwales.com to find options near you.

2020: Wales’ Year of Outdoors visitwales.com 32–33 Walking in the great outdoors:

Case study: Jo Nugent Sales and Marketing Manager The Angel Hotel

This Abergavenny gem is the Good Hotel Guide’s Welsh Hotel of the Year 2020.

We’re very lucky to be located at the We are always thinking about new gateway to the Brecon Beacons National packages and outdoor experiences based Park. Many of our guests stay with us around current tourism trends. In 2019, because they love to spend time outdoors, we created some special ‘Year of and it’s hugely important for us to offer Discovery’ breaks that had a great a variety of experiences that enable response. Our ‘gourmet gardener’ visitors to enjoy Wales’ beautiful natural and ‘foraging fun’ breaks saw us team landscapes. up with local experts to take advantage Walking maps and suggested routes of the growing interest in organic are available from reception, and we offer gardening and cookery. a shoeshine service to guests who have We also launched a ‘leaf peeping’ been out exploring. For those who are package which offers guests the chance to interested in something a little different, watch the autumn leaves changing colour. there’s the Twizy; it’s our very own electric As part of the package we provided a car that guests can use to explore the copy of local author Rob Penn’s ‘Escape Beacons, recharging at a variety of local to the Woods’, as well as our own charging points as part of the local Eco recommendations for the best local Travel Network. autumn walks.

2020: Wales’ Year of Outdoors Foraging, Abergavenny 34–35 In Wales, the beautiful landscapes and coastlines of the outdoors are the foundation of tourism. This means that tourism in Wales relies upon the integrity of the natural environment. As such, we must all play a part in practicing and encouraging responsible tourism. Tourists are acting with their feet on the issue of sustainability; 45 per cent of people say sustainability is an important element when booking a holiday, choosing to visit places and partake in activities run by those who take responsibility for their impact on the environment.1

To be sustainable and to take responsibility We are aware of major issues that are for our impact on our environment, all taking their toll globally, such as excessive of us within the tourism industry need to carbon emissions and high levels of consider our efforts in: marine litter creating unclean and polluted environments. By focusing on local Meeting the needs and quality sustainability while keeping an eye on the of life of our local communities. global picture, we can do our bit to create a better future for Wales and the world. Enhancing and respecting Businesses that practice sustainable our culture and local traditions. and responsible tourism tend to benefit Responsible from their actions in multiple ways. Contributing to local economic prosperity. They often find that they save money, improve the quality of their products and tourism. Minimising damage to the environment. increase their marketing opportunities. For example, imagine a cafe in Mid Wales that currently orders its fruit, vegetables, eggs, bread and milk from across Europe. By sourcing their ingredients from local producers and businesses instead, they might be able to save money that they would otherwise spend on transporting ingredients from mainland Europe. They might be able to serve food that is fresher and they could increase their local network 1 ABTA Consumer Trends survey 2018, Arkenford and prominence.

Zip World, Penrhyn Quarry visitwales.com 36–37 Responsible tourism:

Small things your business can do to be more sustainable.

How do I get my business signed up and showing on the Refill app? If you’re a business with a publicly accessible tap, then all you need to do to get involved is download the app, sign in and add your details to the form and pin your location on the map. Remember to add a photo of the outside of your business and some information of what people need to do to refill their bottles. Once your station is live, you’ll be ready to welcome thirsty refillers! Take a look at the digital toolkit for everything Source things locally Check you are using Encourage and enable Join the Refill Cymru you need to join Refill online. From Facebook to wherever possible. sustainable energy. customers to act sustainably. scheme. Instagram, we’ve got plenty of branded content This will help to reduce You can now find green It’s easier to be responsible Reduce plastics and for you to use across your social media accounts. your carbon footprint energy deals that are for your impact on the encourage others to do refill.org.uk/help/marketing-assets while supporting the local genuinely cost effective environment when you the same by joining Refill refill.org.uk/refill-cymru community and economy. for your business. Search have the means to do Cymru. Wales is aiming And don’t forget to tag us in your posts and use online for ‘green energy for something about it, so to become the world’s the hashtags #RefillRevolution #ChwyldroAilLenwi. businesses’ or speak to your try to think of things that first Refill Nation through Do a waste audit. current energy provider would help customers. the scheme; by adding Look at what waste you to see if they have a more For example, if you run a businesses as Refill Stations, accumulate as a business environmentally friendly hotel, ask guests to leave with all their locations and check to see where deal to offer you. recycling next to the waste mapped in a handy app. it goes (including once bin in their room when Joining the scheme will it’s left your premises). they leave and provide encourage people to visit Try to recycle as much Re-use items wherever in-room water in reusable your business when they as possible and be proud possible. or recyclable bottles. need to refill their water of your efforts. Get creative with items you bottles, which could lead think you’re finished with. to increased sales and For example, if you have brand awareness. unwanted non-confidential papers, you could shred them to make packing material for your products. Consider buying nearly If just one in ten in the UK refilled new or upcycled furniture once a week, we’d have 340 million and fittings. less plastic bottles a year in circulation.

2020: Wales’ Year of Outdoors visitwales.com 38–39 Responsible tourism:

Safety in the outdoors. The outdoors can provide so many opportunities for exploration, excitement and adrenaline-fuelled activity, but as a business operator you have a responsibility to encourage safety at all times. This doesn’t mean sapping the fun out of your visitors’ itineraries, though. Here are some helpful tips from AdventureSmart UK and the RNLI on how to go about promoting safety in a friendly, audience-appropriate way. About AdventureSmart UK AdventureSmart UK, a rollout of the safety campaign AdventureSmartWales, aims to reduce the number of avoidable incidents that rescue and emergency services deal with. It has established a comprehensive set of safety messages with experts from leading safety and sporting organisations for the outdoor sector Ask customers or guests Display safety information. Use safety messaging in Choose photographs and to promote. They provide all the essential where they plan to go. Update a blackboard your social media posts. videos that promote safe information needed for people to get outdoors This opens up the daily to show tide times, For example, a coastal adventures. and feel confident about their safety and have conversation and weather information, safety hotel could share this to You can still share amazing a really useful Business Toolkit to help people gives you the opportunity notices and sunrise / sunset promote its offering but also action shots; just make promote the outdoors safely. to suggest that they bear times, or put up some of encourage safe exploration: sure the people featured safety in mind. AdventureSmart UK’s “Fancy exploring our are being responsible, are More info: helpful posters that have wonderful coastline? appropriately dressed, have adventuresmart.uk key messages on. Maybe sea kayaking is for safety gear, are considering Provide grab-and-go you! Stay with us this their environment and are day packs. weekend and let the experts not alone. About RNLI Charge a small fee for a day Add safety information @outdooractivitybusiness The Royal National Lifeboat Institution is pack containing seasonally to your content or website. show you the way a registered charity that saves lives at sea. appropriate safety items, If you’re promoting outdoor #BeAdventureSmart”. Be positive and helpful to It provides a 24-hour on-call service to cover such as sun cream, an activity, include a line or prevent accidents without search and rescue requirements out to 100 energy bar, bottled water, two about how to stay safe preventing fun. nautical miles from the coast of the United a torch, a map of the area while doing it. The outdoors can be a Kingdom and the Republic of Ireland, as and emergency contact wonderful place to spend well as a seasonal beach lifeguard service. numbers. time, so offer advice and It is currently running a Respect the Water polite safety reminders campaign, which exists to teach people what rather than inciting fear to do if they fall into water — that is, to fight or negativity. against instinct and float to live.

More info: rnli.org respectthewater.com

2020: Wales’ Year of Outdoors visitwales.com 40–41 For a relatively small country, Wales has so much wildlife within its borders. There are around 500 lakes, over 1,000 ponds, nearly 50 significant river systems, 870 miles of coastline, over 4,000sq km of National Park, millions of creatures great and small and so many designated ‘special’ sites of interest (they make up around 30 per cent of Wales’ land). It is a real asset, something that people will travel miles to see, and it can become an asset to your business too. Spread the word about the wonderful wildlife on your doorstep, tie it in with events your business is holding or partner up with nearby wildlife charities to keep nature thriving. Our cohabitants. The wildlife of Wales.

Cardigan Bay visitwales.com 42–43 Our cohabitants — the wildlife of Wales:

Spotlight on some of Wales’ incredible wildlife. Guidance by James Byrne, Wildlife Trusts Wales and Gina Gavigan, The Wildlife Trust of South and West Wales.

Red kite. Manx Shearwater and Bottlenose Dolphins. Terns. Wading Birds. Rare plants. Around 2,000 of these Puffins. New Quay on Cardigan Bay The lagoon at the Wildlife Internationally important There are thousands of magnificent birds patrol The Wildlife Trust of South is home to approximately Trust’s Cemlyn Nature populations of wading rare plants in Wales. You’ll the skies throughout and West Wales’ beautiful 300 semi resident Bottlenose Reserve is home to birds use our estuaries as find more species of ferns Wales, performing Pembrokeshire Islands of Dolphins making this one breeding common and wintering feeding stations. and their fern-allies in the amazing acrobatics all Skomer and Skokholm are of Europe’s best places to Arctic terns. It has one The best places to see them uplands of mid-Gwynedd year round. They can of international importance see these amazing marine of the UK’s largest are the Severn, the Dee, than in any equivalent area be seen in Powys, either for their seabird colonies. mammals. You can take nesting populations the Traeth Lafan and the of the UK. Yellow Whitlow flying overhead or at Skomer is home to the a wildlife boat cruise, or of Sandwich terns. Dyfi estuaries. Grass, a yellow wildflower nature reserves such as world’s largest Manx simply sit on the harbour that occurs only in Wales, the Wildlife Trust’s Gilfach Shearwater colony with wall and keep an eye on is confined to the cliffs of or feeding centres at approximately 350,000 the waves. Check out the Otters. Wildflower meadows. Gower, Swansea. Kenfig Gigrin Farm. breeding pairs. Over 89,000 Wildlife Trust’s Cardigan Wales has the best Wales has some of the dunes, part of the largest breeding pairs take up Bay Marine Wildlife otter-watching largest remaining areas active sand dunes system residency on the sister Centre for marine events, opportunities in Europe. of flower-rich grassland. in Europe, holds 90 per cent Osprey. island of Skokholm. Skomer activities, sightings and The Wildlife Trust’s Teifi Thousands of orchids can of the UK population of These beautiful birds travel also has the largest colony wildlife information. Marshes Nature Reserve be seen at the Wildlife fen orchid. from Africa to Wales to of Puffins in southern and The National Trust’s Trust’s Pentwyn Farm breed at the Wildlife Trust’s Britain. Bosherston Lakes are and the National Trust’s Cors Dyfi Nature Reserve Atlantic Grey Seals. famous for their resident Berthlwyd Farm. Rainforest. near Machynlleth and April is a great time to see otters. The best time to We’ve got some of the Glaslyn near Porthmadog. Atlantic Grey Seals on the see otters at Gilfach is best examples of Atlantic Wildlife Trust’s Skomer from October to December oak woodland in Europe, Island. Up to 200 seals come when otters come to the otherwise known as to North Haven beach to waterfalls to chase the temperate forest. These moult during the spring. leaping salmon. woods date back an Autumn is the best time astonishing 10,000 years to see seal pups, notably and are home to rare on the island wildlife plants, birds, bats and sanctuaries of Bardsey otters. Examples include Island, the Anglesey coast, the Meirionnydd Oakwoods RSPB’s Ramsey Island and in the Vale of Ffestiniog the Wildlife Trust’s Skomer and RSPB’s Ynys Hir near and Skokholm islands. Machynlleth.

2020: Wales’ Year of Outdoors visitwales.com 44–45 Our cohabitants — the wildlife of Wales:

Promoting wildlife preservation. When promoting or experiencing wildlife in all its glory, make sure you also promote the Countryside Code. You can find the full version online, but here is a brief overview of the things to bear in mind:

Respect other people: Protect the natural environment:

Consider the local Adhere to biosecurity rules community and other when visiting The Wildlife people enjoying the Trust islands of Skomer and outdoors. Skokholm.

Leave gates and property Leave no trace of your visit as you find them. and take your litter home.

Follow paths unless wider Keep dogs under access is available. effective control.

Aberporth Beach, Cardigan visitwales.com 46–47 Our overarching concept for the Year of Outdoors campaign positions Wales as a country that offers a welcome without walls. Inviting people to check in to our hotels; our campsites; our cottages. Then throw open the doors to let the outside in. Discovering attractions and activities and new corners of the country.

Using ‘Check in’ in our marketing messages Here are some examples also gives us endless possibilities for social of what you will see in 2020: media usage with people checking in to accommodation, products, activities and landscapes whilst they are in Wales. This is Wales. We’re also concentrating on messages Check in. that encourage visits throughout the year (as feeling good has no season) and to explore new areas, rather than simply visiting the better known parts Soft play area. of the country, thereby spreading the benefits of visits and offering alternative suggestions that will relieve the pressure Aberporth Beach #FindYourEpic visitwales.com Visit Wales at busy locations at certain times of the year. Importantly, we need to take every opportunity to help visitors find out how to Trails not approach. enjoy the outdoors safely and responsibly. When people are here we want them to treadmills… experience our sense of community as well Time to ‘Check in’. as the stunning landscapes of our outdoors. Welcome to the That could be by joining a group for a park greatest out�oors. run, a swim, walk or cycle or taking part in an organised walk or attending an event.

We want visitors to Laugharne, Carmarthenshire #FindYourEpic visitwales.com ‘Check in’ to the real Wales.

Rhoscolyn, Anglesey visitwales.com 48–49 Visit Wales approach — time to ‘Check in’:

The content and messaging. For more inspiration here are some ways you can ensure your guests The messaging will be translated to meet our key markets have a pleasant check-in when they arrive at your accommodation. as below and our ever popular and well recognised hashtag If your business is not an accommodation provider, think about how #FindYourEpic will remain. you could adapt the tips to suit what you do.

UK / International: Welsh: German: Physical check-in. Digital check-in. Mindful check-in. This is Wales. Dyma Gymru. Das ist Wales. The first five minutes after The key to getting digital To help guests feel settled, Check in. Dyma Groeso. Willkommen a guest arrives at your check-ins is to have fast, set up a quiet and inviting accommodation are crucial free wifi throughout your communal room where #FindYourEpic #GwladGwlad in forming their overall hotel. Make it password they can help themselves #ThisIsWales #FyNghymru Irish: opinion of the place. Use protected to keep to complimentary tea Seo an Bhreatain Bheag. this to your advantage by people from outside the and coffee. Dot the day’s Céad míle Failte. making sure they are made accommodation logging newspapers and a couple of to feel very welcome. Have on and using bandwidth. relevant magazines around everything looking, feeling Include your social media the room, as well as any and smelling great in time handles on any printed brochures you have about for when your check-in literature you produce, the local area. You could window opens, from the such as in-room menus play relaxing music at a bedrooms to the entrance or card key holders, just low volume to bring about area. Add pot plants or as you would include a sense of calm or install bunches of seasonal flowers your business’ name. a wood burner to create to communal areas to bring If guests share photos warmth. the outside in and soften of the accommodation the atmosphere. on Instagram, Twitter or Facebook, you can comment on the photos to thank them for sharing and share them if they’re happy for you to do so.

2020: Wales’ Year of Outdoors visitwales.com 50–51 The world of social media is ever changing and fast paced and sometimes it’s hard to keep up to date when you’re short of time. We’ll talk briefly about one of the key social Instagram for tourism businesses and destinations. media channels for tourism, Instagram, but there are opportunities to take advantage of information and advice The idiom ‘a picture says a thousand words’ customers, connect with various target sums up why Instagram is so powerful markets and get people looking at the great on all channels from Superfast Business Wales. for brand storytelling. As a highly visual things you are doing, making and helping Follow Visit Wales social channels and those of your local platform where images are the primary people to experience. destination and fellow businesses, making sure that you take focus, it can be used to quickly showcase Over 70 per cent of users make places, products, adventures and activities purchases after seeing products and opportunities to share content and spread the word. to audiences around the world. experiences on Instagram, showing how It has better engagement rates than much it can influence users’ spending Facebook and Twitter, probably because habits — both in terms of the physical of the speed at which you can view and objects they buy and the places they pay interact with content. to visit. If your business ignores Instagram, Social media. Through sharing photographs, videos it could be missing out on increased and stories, you can instantly spread brand footfall, improved online presence, Maximising your message online. awareness to both existing and potential potential press coverage and new fans.

What works well on On Facebook and Twitter: On Instagram: Visit Wales’ social media? Simple and authentic We concentrate on At Visit Wales, we post content tends to work best authentic images of Wales. original content to social on our accounts. Short These tend to be reposts media. We also share videos of things such as from professional or keen posts that promote the beaches, rivers, waterfalls amateur photographers, best of Wales in a realistic and wildlife have worked although we do share way. Here, Justin Lewis really well. These videos some images from trade from Visit Wales’ digital are easy and cheap to accounts. We don’t share marketing team gives us produce. They can be posts that are very local in an insight into what captured on smartphones nature (such as any about works well on our social and simply trimmed low-key local events) or media accounts. at the start and end. things like special offers Generally, they outperform and competitions. professionally edited videos on the accounts.

Free social media / digital training and advice for tourism and hospitality SMEs is available across Wales — find out more at businesswales.gov.wales/superfastbusinesswales

Ramsey Island, Pembrokeshire visitwales.com 52–53 Social media — maximising your message online: “Sometimes, people will see one of our photos from the area, such as a picture taken on a beautiful beach around here or in the nearby woods, and it’ll trigger happy memories for them.” Case study: Sian Tucker fforest

We use Instagram to give an essence As for our communal areas, I like to of what we have at fforest and what’s in capture how people gather for fireside this part of west Wales. Our main target drinks and to share stories in our little audience on Instagram loves to experience pub, how people use our larger dining the outdoors, so we try to appeal to them. barns for events and, of course, the We also try to show others that fforest is wonderful big outdoors. a great place to get close to nature while For the captions, I try to be factual Sian Tucker, co-owner of fforest, the Ceredigion-based having everything you’d need for and straightforward — being descriptive, outdoor accommodation, shares an insight into how a comfortable and relaxing stay. but not emotive or imparting an opinion. I think it’s hugely important to use I want people to see the photos and she runs the business’ Instagram account successfully. good photographs, but also to consider experience fforest, then make their own how the grid looks as a whole on our decisions as to how it makes them feel. profile page. I take care to stick to certain Equally, I don’t share any personal photos colour palettes or themes. I like to post as I don’t think that’s what our business a distanced shot then share a close-up next account should be used for. A few hashtags for visual variation — for example, a view I commonly use are #fforest, #visitwales from outside followed by an inside one. and #stayplaydream. Some people use rigid templates to Community is important for us. plan when they’ll post to their business’ I like to share photos taken by guests, Instagram, but I tend to take a more partly because we love the different sporadic approach. I don’t usually have viewpoints they give and because we a set time to post each day. Instead, I try want them to know that we’re grateful to post a couple of days each week and for their custom and companionship. to continually engage with followers and Similarly, we share photos of things in people who’ve tagged @fforest in photos. the area to show some of the fun things Authenticity and honesty is very you can see, do and eat nearby. important to us. We want people to arrive Sometimes, people will see one of our at fforest having a good idea of what it photos from the area, such as a picture looks and what it may feel like. I like to taken on a beautiful beach around here or vary the pictures to give an all-round in the nearby woods, and it’ll trigger happy impression. For the accommodation, memories for them. It’s a lovely thing to be I photograph things like the tiny details able to do, and from a business perspective on vases of flowers, the wooden furniture’s it can lead to nostalgia-inspired bookings. natural textures and the cosy blankets to snuggle under.

2020: Wales’ Year of Outdoors visitwales.com 54–55 Let’s work together to make the 2020 Year of Outdoors a true celebration of Wales; a success for industry and an outstanding experience for our visitors. Social Media. visitwales.com Visit Wales industry updates. Follow, like, and post To update your product Subscribe to the Visit Wales on the Visit Wales social information on Industry e-newsletter: media accounts: visitwales.com go to: businesswales.gov.wales/ Visit Wales Facebook visitwales.com/ tourism Visit Wales Instagram working-with-us Visit Wales Twitter Follow the visitwales Visit Wales Pinterest industry twitter account Images. @VisitWalesBiz to keep up Don’t forget to tag us Register with our new to date on what’s happening using the hashtags: Digital Asset Library to in the industry in Wales. #FindYourEpic access free high quality #ThisIsMyWales images: assets.wales.com Share your news. Let us know about new or inspiring products, experiences and events [email protected]

Check in and keep in touch. For more information about funding schemes, grading and working with Visit Wales please see the tourism industry information pages: businesswales.gov.wales/tourism

Laugharne, Carmarthenshire visitwales.com 56–57 visitwales.com

2020: Wales’ Year of Outdoors is published by Visit Wales, the Tourism and Marketing division of the Welsh Government. Print ISBN: 978-1-83933-909-7 Digital ISBN: 978-1-83933-907-3

Visit Wales, Welsh Government, QED Centre, Main Avenue, Treforest Industrial Estate, Treforest, Pontypridd CF37 5YR.

Photography: © Crown copyright (2020) Visit Wales. Design: Departures®. Content production and editing: Amy Pay. WG39876 © Crown copyright 2020, Welsh Government

2020: Wales’ Year of Outdoors