Brecon Beacons Sustainable Tourism Strategy 2017-2022 and Destination Action Plan 2017-2020
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Brecon Beacons Sustainable Tourism Strategy 2017-2022 and Destination Action Plan 2017-2020 Brecon Beacons Sustainable Tourism Strategy Page 1 Contents Foreword from the Sustainable Destination Partnership Board ........................ 3 1. Executive Summary........................................................................ 4 2. Setting the Scene ......................................................................... 13 2.1. Current Climate: ......................................................................... 13 2.2. Strategic Context ........................................................................ 13 2.3. Consultation Results including Survey Summary..................................... 22 2.4. Achievements ............................................................................ 24 2.5. Partnership and Working Arrangements .............................................. 26 3. Where we are.............................................................................. 33 3.1. Demand Factors and Competitive Position ........................................... 33 3.2. Supply Factors............................................................................ 36 3.3. Dimensional Analysis for the Brecon Beacons Destination ......................... 37 4. Where we want to go..................................................................... 42 4.1. Ambition .................................................................................. 42 4.2. Vision Statement......................................................................... 42 4.3. Destination development ............................................................... 47 4.4. Partnerships and connectivity ......................................................... 48 5. How we will deliver ...................................................................... 52 5.1. Action Plan 2017-2020 .................................................................. 52 Appendix: ....................................................................................... 65 STEAM ............................................................................................... Other Background Documents .................................................................. Brecon Beacons Sustainable Tourism Strategy Page 2 Foreword from the Sustainable Destination Partnership Board There are two ways to define the Brecon Beacons as a destination….. The first is through its attributes - the lines we find on maps which give shape to the National Park area itself as well as the impressive inventory of topography, geology, built and natural heritage, settlements, tourism assets, organisations and access routes within it. The second, and more compelling, is through its effects - the inspirational Brecon Beacons, unconstrained by physical boundaries, defined much more by the warmth of the welcome it gives, the special experiences it offers, the unique sense of place it generates and the particular way it makes us feel, whether we are residents, visitors or businesses – this is our destination. As a great start the destination has invested significant time, thought and money into developing its brand. Now is the time to spread adoption of that brand and deliver together on the promises that it makes. We are proud of the way the partnership between businesses, communities and government is already managing the destination for the benefit of all. This renewed strategy and action plan is for everyone with a stake in tourism in the Brecon Beacons. We hope it will inspire and support businesses and organisations as they develop their own plans For us, sustainability has to be built-in not bolted-on. Our tourism needs to clearly demonstrate added environmental, social, cultural and economic value Andrew Fryer Chair of Brecon Beacons Tourism Elizabeth Jeffreys Chair Brecon Beacons Marketing Coordination Group Gerwyn Evans Head of Tourism Development Visit Wales John Cook Chief Executive Brecon Beacons National Park Authority Richard Tyler Sustainable Tourism Manager BBNPA Sue Bolter Head of Regeneration Powys County Council Brecon Beacons Sustainable Tourism Strategy Page 3 1. Executive Summary This strategy covers the period to 2022 and the Destination Action Plan to 2020. Strategic and Operating Context It is no coincidence that our protected landscapes, especially the National Parks and Areas of Outstanding Natural Beauty, are also the destination brands of choice for so many of Wales’ visitors – the immediate appeal and recognition of Gower, Snowdonia, Pembrokeshire, Wye Valley and Anglesey as well as the Brecon Beacons has historically transcended that of the country overall. Brecon Beacons’ commitment to and implementation of a sustainable approach to tourism development and marketing is recognised in achievement of the Europarc European Charter for Sustainable Tourism. This strategy will form part of the evidence to be submitted for renewal of that designation in due course. The strategy acknowledges, reflects and, where relevant, supports the delivery of the following key policies: Wellbeing of Future Generations Act 2015 http://gov.wales/topics/people-and-communities/people/future- generations-act Partnership for Growth http://gov.wales/docs/drah/publications/161116-strategy-review- en.pdf The Brecon Beacons National Park Management Plan 2015 – 2025, http://www.beacons-npa.gov.uk/the-authority/who-we-are/npmp/ The Brecon Beacons National Park Authority Visitor Management Plan 2015 https://www.beacons-npa.gov.uk/wp- content/uploads/oldsite/the-authority/working-in-partnership/tourism- new/BBVMP_FINAL_300913.pdf Fforest Fawr Geopark Plan http://www.fforestfawrgeopark.org.uk/ Brecon Beacons Sustainable Tourism Strategy Page 4 The Blaenavon World Heritage Site Management Plan http://www.visitblaenavon.co.uk/en/WorldHeritageSite/LookingAfterBl aenavon/Documents.aspx Destination Plans of neighbouring and constituent authorities Together with the results of the Brecon Beacons Visitor Survey the following consultations have informed this study: One –to-one consultations with a number of key stakeholders in the private and public sector Workshop as part of a Brecon Beacons Tourism (BBT) members’ meeting 3 meetings of the Sustainable Destination Partnership Board (SDPB) Workshop with BBNPA staff and members Presentation and discussion with Countryside Managers Team BBNPA Presentation and discussion with SDP Forum Online survey with 100 industry stakeholders responding Challenges From the strong views of consultees we captured a number of key specific challenges for the Brecon Beacons destination: The extent and quality of the Family Offer especially under-cover alternatives Broadening the appeal beyond adventure activities especially culture, heritage, food and drink, events, market towns and villages Addressing seasonality - not only times of the year but also days of the week In an increasingly ‘post- TIC’ world ensuring the effectiveness of a more dispersed Visitor Information system using multiple outlets and the Ambassador network Closer relationship with retail and encouragement for visitor-friendly opening hours and offer What Public Transport is available is not necessarily geared up to support tourism through its route network, time-table or fare mechanisms Brecon Beacons Sustainable Tourism Strategy Page 5 The shared destination website is the key communication mechanism between the destination and the visitor but is still performing sub-optimally These specific concerns can be encompassed by one overarching challenge - ‘Joining Up’ the destination and the way it works: The overall ‘customer journey’, ‘Soft packaging’ of access, things to do, hospitality, transport and accommodation, Buy-in to the Brecon Beacons brand and Streamlining the delivery partnership Destination Development Achievements from the previous strategy period (2011 – 2016) The strengthening of the Brecon Beacons Sustainable Destination Partnership The establishment of Rural Alliances (12 in total) Capacity building and the consolidation of Brecon Beacons Tourism (BBT) The Ambassador Scheme (150+) Business Improvement Days UK’s Greenest Tourism Destination designation Marketing activity including joint industry/BBNPA destination website Dark Sky status New consumer branding Supply Factors Accommodation According to official figures the accommodation stock within the Brecon Beacons has lost around 0.6% of capacity over the past 5 years with just under 10k bedspaces recorded in 2016. The arrival of Airbnb suggests many more operating ‘under the radar’. The industry survey results would also suggest a turnover of operators given the numbers who have been in business for 5 years or less. Brecon Beacons Sustainable Tourism Strategy Page 6 Attractions While there are a number of independent commercial operations many of Wales’ big multiple ‘brands’ can be found in and around the destination: National Museum Wales (Big Pit is BBNP’s most popular attraction), Cadw, National Trust, Natural Resources Wales, Canal and River Trust and of course BBNPA itself. Activities The opportunity to take part in formal and informal activities has long been a main motivator of visits to the Brecon Beacons. The South Wales Outdoor Activity Providers Group (SWOAPG) has around 230 members based in Wales and beyond but the vast majority of them are providing adventure activities at various locations within the Brecon Beacons on a regular basis. 60% of members are signed up to the Environmental Charter.