Cole & Shaw cyf

Monmouthshire Destination Management Plan 2017-2020

1 Monmouthshire Destination Management Plan 2017-2020 Cole & Shaw cyf

Contents

Foreword 3 1. Current Climate 4 1.1. Scene Setter 4 1.2. Strategic Context 4 Promoting the Brand ...... 5 Product Development and Major Events ...... 5 People Development ...... 6 Place Building and Partnerships ...... 6 1.3. Achievements 8 1.4. Working Arrangements 12 Destination Partnerships ...... 12 Regional Working ...... 13 2. Where we are 17 2.1. Demand Factors and Competitive Position 17 2.2. Supply Factors 20 2.3. Consultation and Survey Results 27 Who took part? ...... 28 Online Promotion ...... 30 Training, Awards and Grading Schemes ...... 30 Satisfaction with levels of business (over the last 2 years) ...... 31 Impact of Major Events (Monmouthshire based) ...... 32 Feelings with regard to Infrastructure and Services locally ...... 34 General Aspects of being part of the tourism sector in Monmouthshire ...... 35 Open Questions ...... 36 2.4. Dimensional Analysis for Monmouthshire 39 3. Where we want to go 44 3.1. Ambition 44 Monmouthshire Vision ...... 44 3.2. Strategic Aims and Objectives 45 3.3. Priority programmes for growth 46 3.4. Market and Image development for the destination 49 3.5. Destination Partnerships and connectivity 53 4. How we will deliver 57 4.1. Outline Action Plan 2017-2020 58 5. Appendices: 64

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Foreword

Welcome to Monmouthshire

Wales’ first county – at least for most visitors to our country - and a chance to make a great first impression

Defined by water – the Usk, Monnow, Wye, Severn and ‘Mon and Brec’ Canal shape our county and connect us with our neighbours

Our inspirational landscapes, rich heritage, intriguing creativity and above all tasty local produce give the county its very special character

Our name might not always be familiar but our shared destination brands certainly are: Brecon Beacons and Wye Valley

This plan is about defining what we want from tourism, renewing the way we work together, converting our assets into memorable visitor experiences, and making sure visitors know about them

Above all we want ‘Monmouthshire’ to be a mark of genuine and trusted tourism quality

Welcome to Monmouthshire……

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1. Current Climate

1.1. Scene Setter

This plan covers the period 2017 to 2020 and replaces the plan put in place in 2012, while acknowledging that not all actions outlined in that plan have yet been fully delivered.

Activity has involved:

 Reviewing development and marketing priorities to ensure that they are fit for purpose  Identifying the optimal areas on which to focus activity in the next three years  Reflecting on the needs of Monmouthshire’s businesses and communities

There has been acknowledgement of the impact and potential of Cardiff Capital Region’s City Deal in order to ensure that the area contributes fully to regional growth. It is also essential that Monmouthshire’s activity is complementary to that of Visit Wales, assisting in achieving Wales’ overall growth target (value of tourism) of 10% or more by 2020.

An invaluable aspect of the work (in terms of the plan’s ultimate success and longevity) has been consultation with the destination stakeholders and partners. This has informed not only the suggested way forward but also the way that existing partnership arrangements could be refreshed in order to best serve tourism implementation activity up to 2020.

1.2. Strategic Context

The context for tourism development and marketing in Wales is set by the national tourism strategy Partnership for Growth 2013-2020. After a mid-term review in 2016 it sets the following priorities (items particularly relevant to Monmouthshire are in bold):

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Promoting the Brand

 Building Wales’ profile; rolling out the series of Themed Marketing Years with Year of Adventure in 2016, Year of Legends in 2017 and Year of Sea in 2018, underpinned by new product experiences and events.  Evolving the product led approach; promoting relevant holiday types, iconic products and distinctive destination brands and experiences to meet market needs.  Attracting high-growth markets; continuing to prioritise the domestic holiday market, taking a tightly targeted approach in our priority international markets of Ireland, Germany and US and focussing on partner-led and tactical opportunities in wider international markets.  Refocussing marketing activity; delivering an appropriate balance of marketing activities between and within each target market based around market growth potential, resource availability and opportunities to collaborate with partners.  Targeting new high yield markets; securing additional resources to target the Business Events market, supporting Cruise Wales and supporting golf marketing, with a view to greater private sector engagement after the Seniors Open in 2017.  Becoming digital-first; developing an integrated digital gateway for Wales, improving www.visitwales.com and Visit Wales international web sites, developing the content ecosystem for Wales and growing social media communities.  Driving spend and profitability; Visit Wales will continue to focus on increasing overall demand and interest in visiting by using digital and trade channels to filter interest into leads for the industry.

Product Development and Major Events

 Flagship attractions; particularly those providing distinctive and unique experiences that can attract new demand and all weather, year round visits.  Quality accommodation; particularly high quality branded hotels and upgrades to quality accommodation that meet changing market demands.  Business and Events; products to cater for Business and Events markets capitalising on proposed Wales International Convention Centre.  Cruise; Develop modern cruise infrastructure at key ports.

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 Development of Heritage and Cultural experiences; investment in the visitor experience and accommodation provision at landmark heritage sites.  Food and Drink; strengthen Wales’ growing reputation as a food destination including progressing priorities set out in the Food Tourism Action Plan.  Utilisation of emerging technology; industry to harness new technology to create exciting, transformative visitor experiences.  Attracting new high profile events and developing existing events; drawing high spending visits from outside Wales.  Supporting the Thematic Years with anchor events.  Maximising branding opportunities at events.

People Development

 Continue to influence training and apprenticeships schemes to remain in step with changing industry and customer needs.  Drive business use of the Welsh Government Skills Gateway Business Online Support Service.  Support destinations to achieve World Host Destination status.  Introduce a National Tourism Award for excellence in customer service in 2017/18.  Investigate development of a customer service element in the Welsh Baccalaureate.  Progress the Learning Journeys project to develop best practise across the industry.  Support initiatives aimed at changing perceptions of careers in tourism.  Increase provision of guides and local ambassadors with suitable language skills.  Work with the industry to consider opportunities for a new hospitality school in Wales.

Place Building and Partnerships

 Refocus support for the Destination Partnerships to drive forward key actions in line with their plans and wider strategic priorities.  Identify destinations with market strength to be promoted as lead sub- national destination place brands. 6 Monmouthshire Destination Management Plan 2017-2020 Cole & Shaw cyf

 Review the role and support for Tourism Associations.  Deliver the EU funded strategic tourism infrastructure investments at the eleven specified destinations across Wales.  Strengthen the links between the Regional Fora, Destination Management Partnerships, local tourist associations and Sector Representative Industry Bodies.  Ensure that tourism is prioritised in the plans of the Regional Economic bodies.  Promote the new online support for the industry and develop a sustainable approach and distinctive sense of place.  Provide better evidence to key decision makers at a local level to ensure budgets are protected to reflect the impacts of the visitor economy.  Ensure that tourism needs are considered in relevant transport infrastructure developments including better connectivity via the main air and sea ports of entry, improvements to the M4, rail electrification and franchise agreements.  Work with transport operators and carriers on route promotion to visitors.

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1.3. Achievements

The previous highly ambitious Destination Plan formally ran from 2012 to 2015 with the following developmental objectives:

1. To achieve a more strategically driven and co-ordinated approach to developing the visitor product of Monmouthshire 2. To focus firmly on priorities in order to make the best use of available resources 3. To engage tourism businesses and stakeholder organisations in productive partnership working that is relevant to their interests and makes the best use of available budgets and manpower resources 4. To develop year-round visitor demand 5. To increase visitor satisfaction with the Monmouthshire visitor experience 6. To drive up tourism business performance in the county 8 Monmouthshire Destination Management Plan 2017-2020 Cole & Shaw cyf

7. To responsibly grow the economic, environmental and social contribution of the visitor economy of Monmouthshire 8. To contribute significantly to the development of the regional and national visitor economy in Wales1

Actions were based on 7 programmes:

1. Tourist Accommodation Development 2. Town & Village Visitor Experience Development Plans 3. Walking Product Development 4. Food Tourism Product Development 5. Festivals Development 6. Visitor Information 7. Tourism Skills & Business Support

Monmouthshire’s tourism performance over the previous plan’s life (between 2012 and 2015) has been very encouraging - (10% real terms growth in terms of economic impact, 8.7% growth in visitor numbers and 1.5% growth in FTE jobs) with exceptional growth (6.6%) seen between 2014 and 2015 which was above the national (5%) and regional average (6%). A summary of STEAM results based on both historic and index- linked prices can be found at Appendix 1.

Ambitious targets were set in the previous plan but based on historic prices; progress against those specific targets is as follows

STEAM 2 Target 2015 Actual 2015 Growth since 2012

Visitors 2.5m 2.2m 7.1%

1 Partnership for Growth, the national tourism strategy, sets a target of 10% real terms growth for the period 2013 - 2020

2 Scarborough Tourism Economic Activity Monitor (STEAM) is a model used by all Local Authorities in Wales to track the volume and value of tourism.

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Economic Impact £200m £187m 18.0%

Employment FTE 4000 2744 1.5%

To drive these numbers, there was significant progress on delivery of the Plan’s developmental priorities, whether in terms of the experience visitors find on the ground in villages, towns and attractions, the focus on walking, the consolidation of the County as Wales' Food Capital, the programme of events or the quality of the product database which drives marketing and communications. Impacts on the overall tourism asset base are explored later in this report (Section 3).

Monmouthshire still faces challenges however, not least in seeking to reverse the previous decline in serviced accommodation stock (although showing an encouraging direction at this time) the provision of visitor information and services and the way it can most successfully market the County in closer partnership with the industry and its neighbours.

The previous Plan relied heavily on the public sector providing a lead role in each of the programme areas but progress was inevitably compromised by a rapidly changing operating and political environment and the impact of falling public sector funds and resources.

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Consumer Marketing

The previous Destination Plan specifically excluded consumer-marketing actions. These were outlined in a separate plan and were predicated on agreements that Monmouthshire products and content developed through the Destination Plan would be carried by the consumer-facing brand campaigns for Wye Valley & Forest of Dean and Brecon Beacons, via protocols between Monmouthshire County Council (MCC) and Wye Valley and Forest of Dean Tourism Association (WVFDTA), and the Brecon Beacons Sustainable Destination Partnership (via Brecon Beacons National Park Authority).

In the event, it proved impractical to implement these proposals fully, as originally devised, to guarantee full marketing distribution of Monmouthshire product, and MCC felt obliged to invest resources in developing the www.visitmonmouthshire.com website with experiential thematic content, and building and communicating with a consumer database as well as acting as data champion for tourism supply-side product information within the Visit Wales Guestlink protocol.

This latter kind of work is unglamorous, largely unnoticed and absolutely necessary.

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N.B. This revised plan does contain recommended marketing actions

1.4. Working Arrangements

Destination Partnerships

Currently there is no Destination Partnership for Monmouthshire, at least as envisaged in the previous Destination Plan. As identified above the intention was that the County would ideally also work through and actively participate in the ‘neighbouring’ partnerships serving Brecon Beacons and Wye Valley and Forest of Dean, with industry representation led by Brecon Beacons Tourism in the north/ west and WVFDTA in the south/east respectively. In hindsight the unintended consequence of this recommendation, which was primarily linked to pragmatic marketing actions only, has been to fragment working relationships. This is particularly true in respect of Abergavenny and District Tourism Association (ADTA)

Political and organisational complexity is built in to both destinations as they cross Local Authority (LA) and national borders, making partnership working challenging.

The Brecon Beacons Destination Partnership, facilitated and supported by Brecon Beacons National Park Authority (BBNPA), is currently reviewing its Tourism Strategy and Destination Action Plan. A revised Wye Valley and Forest of Dean Destination Plan is also in development.

Wye Valley and Forest of Dean Tourism Association (WVFDTA) www.wyedeantourism.co.uk

WVFDTA has around 80 (out of its 300) members in Monmouthshire and is a company limited by guarantee. (A generalisation perhaps but Monmouthshire provides the established accommodation base while the Forest of Dean specialises in attractions and activities). It has a paid staff resource providing strategic leadership, marketing and administration capacity and a voluntary board of directors. It is a key partner in the WVFD Destination with aspirations to become a full Destination Management Organisation (DMO) but currently concentrates on marketing activities.

Brecon Beacons Tourism (BBT) www.breconbeaconstourism.org

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Brecon Beacons Tourism (BBT) is the key industry partner in the Brecon Beacons Sustainable Destination Partnership. BBT has around 250 members, is joint ‘owner’ of the Brecon Beacons destination website, has a paid executive, and delivers a range of networking, business-to-business and business-to-consumer benefits and activities against an annual business plan.

Abergavenny and District Tourism Association (ADTA) www.visitabergavenny.co.uk

ADTA has around 100 members but with a higher proportion of retail, food and drink and other ancillary categories. It is affiliated to BBT and many ADTA members have also joined BBT in their own right3.

Regional Working

MCC represents the County on the 10-authority regional Destination Management Group (DMG) and Destination Implementation Group (LA Tourism Officers), where discussion is currently focused on the strategic tourism opportunities within the Cardiff Capital Region City Deal mechanism. The DMG is currently commissioning a Destination Investment Plan to inform City Deal spending plans. Ahead of this plan Monmouthshire’s capital investment priorities have been identified as:

 Wales Gateway Feature (on the Living Levels area close to border)  Walking Product infrastructure and support (completion)  (Road and Lane) Cycling Product Development  Serviced Accommodation Development  Business Tourism Product Development

Monmouthshire participates in the regional Southern Wales Campaign, which covers travel trade and attractions marketing www.southernwales.com .

Visit Wales (www.visitwales.com)

3 Wherever they are located in the county, Monmouthshire businesses often choose to join more than one destination association. As in other parts of Wales there are many however who choose to join none.

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MCC and the industry associations are invited to meetings of the South East Wales Tourism Forum, which is Visit Wales’ preferred second-tier mechanism for industry engagement.

Visit Wales is the most significant external public funder of tourism development and marketing for Monmouthshire through:

 Regional Tourism Engagement Fund (revenue: for Destination Partnership activity)  Tourism Product Innovation Fund (revenue: private sector)  Tourism Investment Support Scheme (capital: public realm4 and private sector strands) In addition VW has allocated EU capital funds to 11 transformative ‘Attractor’ projects across Wales, one of which borders Monmouthshire – work on the "Mon and Brec" Canal.

Blaenavon World Heritage Site (www.visitblaenavon.co.uk)

MCC has a place on the Blaenavon World Heritage Site Management Committee. As lead body Torfaen CBC has commissioned a review of the Blaenavon World Heritage Site Management Plan. In terms of access to and enjoyment of the World Heritage Site the Draft Plan identifies that the primary ‘way in’ for visitors should be the walking, cycling and other activity opportunities offered by the landscape with the heritage ‘story’ and sites providing additional visitor value. MCC is specifically identified as having a supporting role in terms of rationalising the network of walking and cycling routes and developing loops and links and promoting the National Cycle Route multi-user trail between Pontypool, Abergavenny and Brynmawr.

Wye Valley AONB (www.wyevalleyaonb.org.uk)

WVFDTA is represented on the Wye Valley AONB Joint Advisory Committee, and MCC leads the officer technical group. The AONB Management Plan is supportive of sustainable tourism and has led significant Destination Development activities in the past (e.g. Wye River Festival, Overlooking the Wye Landscape Partnership Scheme).

4 This strand is derived from Rural Development Programme funding. The rural wards of the county also have access to Leader funds through the Vale of Usk Local Action Group shared with Newport.

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Usefully the AONB straddles 3 county and 2 national borders, lying at the heart of the wider Wye Valley/ Forest of Dean destination, but capacity issues have prevented it getting more involved in tourism Destination Management more directly.

Living Levels

MCC is a leading partner in the Living Levels project, which covers the coastal lowlands south of the M4 from the River Wye to the River Rhymney, currently the subject of a substantial Landscape Partnership Scheme bid. This will deliver landscape, interpretation and access improvements to a less visited part of the County, including the M4/ M48 corridor ‘gateway’ to Wales.

Vale of Usk Local Action Group Facilitated by MCC, the LAG is delivering the LEADER programme in rural wards of Monmouthshire and Newport, based on a Local Development Strategy. There is tourism industry representation on the LAG. Tourism initiatives can be supported through Theme 1 of the LDS ‘Adding Value to Cultural and Natural Heritage’ but only feasibility work and pilot projects are eligible. A useful by-product of the LAG is cross-border cooperation with Newport.

Monmouthshire County Council MCC itself has lost DM-focused resources over the period of the last Destination Plan. Aside from operational TIC staff only 2 staff members cover the function currently, and even then not exclusively.

Unlike many LAs in Wales MCC still directly operates a Tourism Information Centre in Chepstow and supports (along with BBNPA, Abergavenny Town Council, St Mary’s Priory Development Trust and local volunteers) the Abergavenny TIC and other Tourist Information Points across the County e.g. Shire Hall, Monmouth.

MCC is currently undertaking an extensive and lengthy management review of how leisure, cultural and tourism services will be delivered from 1st April 2018. 2 clear options have emerged:

 An external delivery model eg ‘arms-length’ Trust

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 Internal service transformation

A final decision is not expected until after the County Council elections in May 2017, but may have a significant impact on how this plan is prioritised and delivered, not least the need for a commercial approach to providing Information Centres.

MCC has member representation on both the Brecon Beacons National Park Authority and Wye Valley AONB. MCC also leads the Technical Officers Working Party of the Wye Valley AONB

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2. Where we are

2.1. Demand Factors and Competitive Position

Although showing healthy growth overall year on year, the vast majority of the area’s 2 million annual visitors are visiting for the day. STEAM5 figures are shown below.

Visitor Type 2012 - Number 2015 - Number % Change

Staying 0.443 million 0.494 million + 11.7

Day 1.573 million 1.696 million + 7.8

This is potentially a reflection of ease of access from nearby urban areas in Wales and England and as well as looking for ways to convince visitors to stay overnight, priority should be given to finding ways to maximise secondary spend revenue whilst those day visitors are in the area; highlighting retail and food opportunities as well as consolidating event programming. The 2016 Visitor Survey (6Beaufort) corroborates the above STEAM figures recording that

“Visitors to Monmouthshire are more likely to be on a day trip than visitors to Wales as a whole (at 94% compared to 88% across Wales). The proportion of staying visitors to the area is half that of Wales overall (6% compared to 12% overall)”

However, although in the minority in terms of volume of visitors, it is those who do stay that add significantly to spend levels. Of the £187 million income attributable to tourism in 2015, £134 million of that came from staying visitors compared to £53 million derived from day visitors.

NB: It should also be noted that overnight stays are increasing; growth of approximately 12% was recorded in the period 2012-2015

5 STEAM Reports 2012 and 2015

6 Visitor Survey 2016 Beaufort

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In the 2016 survey, the proportion of visitors to Monmouthshire coming from England, Scotland and Northern Ireland was similar to the proportion of visitors who came from parts of Wales (48% and 45% respectively). Monmouthshire’s proximity to England explains a slightly higher number of English visitors than the Wales average and although only 7% were of overseas origin this is higher than the average across the whole of Wales (where only 4% of visitors are international). Also higher than the average of across Wales is the proportion of couples visiting the area.

Something that is clear from consultation and survey results (and aligned to the depth of product across the database that Monmouthshire maintains) is the positive way in which many different businesses view themselves as very much part of the local tourism/visitor economy. E.g. retailers gave their views alongside more “direct” tourism operators who ran accommodation and attractions locally.

Additionally, survey results suggest a turnover of operators given the numbers who have been in business for 5 years or less. 16 respondents indicated that they had been involved in the tourism sector for 12 months or less and 28 recorded involvement of between 1 and 5 years.

This is not always the case in other destinations and represents a clear opportunity to further develop a consistent, quality visitor product across the board.

Several principal factors may impact on demand for Monmouthshire as a destination of choice for both day and staying visitors. Some of the following are further discussed in section 4.4. They are shared considerations for all UK destinations and include

Brexit - while there is still uncertainty around the longer term impact of Brexit the vote had an "immediate, positive impact" 7(Forwardkeys Research) on tourism to the UK in the latter part of 2016 when a drop in the value of sterling saw an increase in bookings from Europe and further afield as well as from value hungry domestic tourists who chose to holiday at home.

Short Breaks - UK holidays are also maintaining a holding pattern of sustained growth in the short break sector. In 2016, for the second consecutive year, the

7 Forwardkeys Research 2016

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proportion of Britons taking a short-break (i.e. up to three nights) at home increased8.

“Safety first” would appear to me a major consideration for many. People have chosen to holiday in more traditional destinations and also to seek out UK locations that offer a borderless, hassle free trip9.

Experience based breaks - recent research10 shows that people want more out of their life and their time away than ever before. They look to make authentic connections on a physical, emotional, spiritual, social and intellectual level. Experiential tourism is able to assist with this and has grown in recent years.

Social media peer-to-peer sharing has helped to fuel the above and acted as a platform for peer recommendations. Holiday choices influenced by trusted friends and family will continue and point to the encouragement of word of mouth through positive reviews and social sharing. As recorded by Nielsen “92% of consumers trust online content from friends & family above all other forms of brand messaging”. Perhaps even more significantly, that same research shows that online reviews play such a strong part in the decision making process that“ (consumers)…trust strangers second most - far more than they trust content from brands.”11

Improved connectivity and a rise in mobile phone growth and usage tipped the balance of internet search in November 2016 with more users around the world accessing the internet from mobile devices than from desktop computers for the first time.

Digital media - this plays a central role in the travel planning and booking process. On average, Britons took around 5 1⁄2 hours to dream, plan and book their main holiday in 2015 using a combination of online resources, 4 in 5 were peer-led (word of mouth, friends’ social media or review sites) or expert-led (travel agents) while

8 BRCD Holiday Trends 2017

9 BRCD Holiday Trends 2017

10 BRCD Holiday Trends 2017

11 Nielsen Research 2016

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search engines also played a major role.

“Years of…” theme - in the Wales context there is an opportunity to be grasped for the area maximising opportunities created by Visit Wales’ Year of Legends (2017) and Year of the Sea” (2018).

2.2. Supply Factors

Accommodation

The map below (based on 2013 statistics) shows that accommodation is well spread across the whole county but with the greatest concentrations centred on Abergavenny/ Black Mountains and the Wye Valley

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According to official figures12 the accommodation stock within Monmouthshire has seen change in the last five years (2012-2017), predominantly in the non-serviced touring and caravan and camping category, although this is largely a reflection of reclassification rather than overall reduced stock.

Although there have been fluctuations from 2012, in real terms, over the last year (2015-2016) the headline change is 1 additional 50+ room property.

12 STEAM and Bed Stock Reports 2016

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It should be noted that a reclassification from 4 bedspace family rooms to 2 bedspace twin/double rooms by one 50+ room hotel has reduced the number of serviced bedspaces despite the opening of one additional 50+ room early in 2017.

‘Glamping’ (which includes Yurts, Teepees, Eco Pods, Shepherd’s Huts) did not feature as a category in 2012 but is now a growing category in the area. Previously this fell under ‘Self-Catering’ or ‘Caravan and Camping’ depending on the business type. Narrow boats fall under the non-serviced categorisation.

It should be borne in mind that the figures for bed stock presenting on Airbnb would suggest higher numbers operating ‘under the radar’. Barely featuring at the time of the last strategy (as although founded in 2008 the site was still niche) Airbnb had become a major force in the Online travel Agency (OTA) and social media community and now offers experience booking as well as accommodation reservations.

As at March 2017, the site offers approximately 80 accommodation options in the wider Abergavenny area, 43 in the Wye Valley/Ross on Wye area, 29 around Caldicot, 54 in and around Chepstow, 39 around Usk and 114 in Monmouth.13

NB: Where identifiable Airbnb properties are included on the county's product database and are factored into overall bed stock figures. Only those open all year are recorded, I.e. approximately 90% of all existing Airbnb establishments.

Although there is overlap with some known bed stock, many of these properties are “off the grid” in terms of knowledge and influence of Monmouthshire’s activities (including skill development opportunities).

This is a position shared with virtually every recognised destination in the UK (as well as further afield) and is important to note as the rise in homestay will undoubtedly impact on the overnight stay capacity and pattern with the area, albeit that it will be extremely difficult if not impossible to effectively monitor that impact.

13 Even if Monmouthshire specific search terms are used Airbnb will, of course, offer results which are based outside the county

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Accommodation Businesses Bed Businesses Bed Change Category Spaces Spaces 2012 2017 2012 2017

Serviced accommodation

+50 room hotels 2 790 3 767 +1 Property

-23 spaces

11-50 room hotels 24 1171 26 1140 +2 properties – -31 spaces <11 room hotels/others 106 911 113 885 +7 properties – -26 spaces

Serviced total 132 2872 142 2792 +10 properties

-80 bedspaces

Non-serviced accommodation

Self catering 166 1217 219 1583 +53 properties

+366 spaces

Static caravans/ 1 44 3 44 +2 properties

chalets +0 spaces

Touring 35 3159 27 2767 -8 properties – caravans/camping -392 spaces

Not-for-hire statics 0 0 0 0

Glamping 14 106 New stock category

Hostels 4 174 +4 properties

+174 spaces

Non-serviced total 202 4420 267 4674 +61 properties +80 bedspaces

Total 334 7292 409 7466

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Other Tourism Assets

Destination partners accomplished much during the life of the previous plan in terms of the wider product offer and destination infrastructure. The headline products such as the food and drink offer continued to gain momentum and further advanced the county’s reputation (and this is borne out by satisfaction levels and recognition of the sector by both operators and visitors). In the heritage context, Caldicot Castle- a key attraction-laid the foundations for its development into a major events venue in the county and also opened a new catering outlet (tea room) to serve customers while Monnow Bridge and Gate (part of Monmouth’s town walls) undertook refurbishment and physical access improvements as well as implementing a volunteer training programme in order to deliver guided walks. Dark Sky Discovery Site status was awarded to five of Monmouthshire’s heritage sites; Abergavenny Castle & Castle Meadows, Black Rock, Caldicot Castle, Goytre Wharf and Skenfrith Castle and this adds significantly to not simply product appeal but also awareness raising of the county in the UK context.

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Walking remains a popular (and growing) facet of the county’s product offer and with the advent of the Wales Coast Path (WCP) in 2012 loops were developed to Caldicot and Caerwent via the Severn Tunnel Junction and Caldicot train stations with 21 “kissing” (pedestrian) gates installed plus a range of complementary way marker posts to maximise opportunities to exploit the national route. Notably, enhancement of the Usk Valley Walk enabled better access and links to Abergavenny town centre and transport points via Castle Meadows and three new, interpreted loops – the Time travelling trails- were developed from the Wales Coast Path and Offa’s Dyke, namely Sudbrook, Shirenewton and Wentwood. The Tunnel Centre (Sudbrook) has provided enhanced interpretation and walking facilities along the WCP while sculptures have added to both the Offa’s Dyke National Trail (marking the start and finish) and the WCP (at Chepstow). The former well known Trail has also benefitted from loop development. The Nedern Trail (a short linear way marked walk starting from Caldicot Castle and based on the Nedern brook) has also been enhanced with interpretation panels and benches. In addition to physical developments two new walking festivals have been established; Chepstow (April) and also MonDean (formerly the Monmouthshire Walking Festival) that takes place in October. Delivery of a “Walkers are Welcome” capital grant scheme helped ensure that an additional 9 accommodation businesses are now particularly “walker friendly” with facility upgrades such as drying areas. Significantly, Abergavenny, Chepstow, Monmouth and Tintern have all achieved “Walkers are Welcome” town accreditation in recognition of their walker friendly welcome /product.

Improved interpretation, signage and access to the county’s rivers and waterways has meant that visitors can derive more enjoyment from some of the county’s natural assets and these projects include:

 A new visitor centre at Llandegfedd Reservoir and a 10km way marked trail around the reservoir that links to that centre

 River interpretation and fishing information panels on the rivers Monnow and Wye near Monmouth

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 “Mon and Brec” Canal interpretation which has seen provision of panels based on Michael Blackmore watercolour paintings and interpretive/canal orientation map benches on the Monmouthshire stretch of canal (supplemented by a new Canal history leaflet)

 The St Teilo’s Church Gavenny riverside project that focused on riverbank protection, footpath extension and interpretation panels

 Tintern Wye riverside resurfacing of a track forming part of the Wye Valley Walk alongside provision of new Wye Valley Walk panels at Tintern and Piercefield

 Provision of train related bespoke cycle racks at The Old Station

The cycling product in the county has witnessed a huge boost in popularity via the number of high profile cycling events held in recent years; particularly the British Cycling National Road Championships (2014) and Stage 3 of the Tour of Britain as well as Velothon Wales.

Visitor signage, an essential element of county destination management and an essential aspect of an enjoyable trip, has been consolidated with comprehensive signage schemes in both Monmouth and Usk. (A similar scheme was developed for Abergavenny but unfortunately this could not be implemented due to trunk road complications and costs). These larger initiatives are complemented by area specific enhancements such as:

 Abergavenny’s refurbished fingerpost signs, new town maps, visitor information panels at the train station, directional signing to St Mary’s Priory/Tithe Barn/TIC and a welcome sign for St Mary’s Priory, street light banners conveying key tourism messages and The Tumble iconic cycling hill climb signs.

 Chepstow’s refurbished fingerpost signs, pedestrian signs linking the town centre and the train station Monmouthshire Destination Management Plan 2017-2020 26

 Monmouth’s refurbished fingerpost signs, ‘Wikipedia town’ sign plates, street light banners conveying key destination messages, ‘Market Town’ interpretation panels and Nelson Garden directional signs

 Caldicot’s additional brown tourism signs and welcome signs for the Castle, and new town centre noticeboard.

 Magor’s brown and white signage for ‘Historic Magor Square’ and Magor Marsh

 Tintern’s enhancements to two sites within the village including timber fingerpost signs and improved highway signage

 Caerwent’s new village entry signs

2.3. Consultation and Survey Results

Extensive consultation was undertaken to inform this plan:

 A detailed on-line industry survey with well over 100 responses  A workshop with senior MCC planning, culture, economic development, place- shaping, countryside and tourism staff  A presentation and discussion with MCC’s Economy Scrutiny Committee  One-to-one discussions with key industry and public sector stakeholders The online survey took place over 3 weeks in November/December 2016. Disseminated via partner database and social media channels, a total of 108 respondents took part. We communicated with a wide cross section of established accommodation providers, attraction operators, activity operators and representative bodies (stakeholders with an interest in the visitor economy).

A copy of the survey form can be found at Appendix 2. A summary of results follows as does a visual (infographic) of key elements (to follow after comments)

Monmouthshire Destination Management Plan 2017-2020 27

Who took part?

The 108 respondents were fairly spread in geographic terms (see figure 1)

Figure 1

43 accommodation establishments took part with eating out, retail, attractions, voluntary and public sector organisations making up the remainder.

The above is indicative of the level to which many different businesses view themselves as very much part of the local tourism/visitor economy and encouraging that they were keen to give their views.

Just over half the respondents had been involved with the tourism sector in Monmouthshire from 5 to over 10 years but it was interesting to see that 16 businesses had been involved for less than 12 months.

(See figure 2 overleaf)

A healthy 59% of stated that they felt “very well” or “quite well” informed about Monmouthshire County council’s current activity to support tourism.

(See figure 3 overleaf).

Monmouthshire Destination Management Plan 2017-2020 28

Figure 2

Figure 3

Monmouthshire Destination Management Plan 2017-2020 29

Online Promotion

All operators, accommodation and others, indicated that they relied predominantly on their own website to promote their business, with many also stating that Visit Monmouthshire and Visit Wales were the next most important vehicles (second and third choices ticked respectively). From the feedback of the 85 stakeholders who responded to this question (i.e. those to whom online promotion is relevant) it was clear that Visit Monmouthshire is an important element of their marketing mix.

(It should also be noted that, when considering avenues other than their own business site, around 25% of all respondents stated “don’t know/can’t evaluate” indicating that there may be latent benefit from several of the channels that is not currently being evaluated via lead tracking).

Across the board, “Own website”, “Word of Mouth”, “Reviews” “Social Media” and “Repeat Business” were cited as important.

Training, Awards and Grading Schemes

13 businesses have undertaken World Host in the last 2 years (others mentioned that they had undertaken training but over 2 years ago). In all 51 respondents had not undertaken training in the last 2 years and a further 36 stated that they were not aware of the training or its relevance to them.

Approximately 24% of businesses had received awards (of some description) in recent years; from AA Rosettes, Visit Wales and local business awards to Trip Advisor Certificates of Excellence. Only 12 businesses were part of a Green Tourism scheme.

Of the 71 businesses eligible for official grading just under half were in a scheme (either VW or AA)

(See figure 4 overleaf)

Monmouthshire Destination Management Plan 2017-2020 30

Figure 4

Satisfaction with levels of business (over the last 2 years)

Interesting results here with the majority “very” (19 businesses) or “quite” (50 businesses) satisfied (see figure 5 overleaf). The level of new entrants to the sector was reflected in some of the comments e.g.

“…available for letting only since April 2016”

“…we are new and need more information”

“…we are still so new and learning to build the business”

“…took over the business 15 months ago”

Though some mentioned Brexit and harder economic conditions e.g.

“…had excellent 2015 but since Brexit business is 60% of last year”

“…we have kept going throughout recession by keeping overheads down”

Monmouthshire Destination Management Plan 2017-2020 31

Figure 5

NB: Over half of all those who responded stated that weekdays (in general) and the November to March period were the periods when additional business was most required.

Impact of Major Events (Monmouthshire based)

Unsurprisingly responses on the perceived positive and negative impacts of major events in Monmouthshire varied significantly, with more businesses reporting positive impacts for events taking place over several days (e.g. Eisteddfod).

On balance, more “positive” than “negative” ratings were received for all events other than Velothon Wales (for which the figures for positive and negative impacts were balanced). NB: Care should be taken in interpreting these top line results as individual circumstances obviously apply e.g. accommodation bed spaces may have already been booked by other business/leisure guests, issues regarding road closures for retailers may be expressed as negative impact. In addition, the question did not refer to the impact of major events in adjacent areas that may have helped business

Monmouthshire Destination Management Plan 2017-2020 32

in the county (e.g. Principality Stadium events) nor did it attempt to measure the potential benefit of such major events in terms of the equity they may bring to the profile of the destination.

Figure 6

Promotion (via Visit Monmouthshire’s marketing activity) of key products (particularly activities such as cycling, walking and food and drink) was viewed by the majority as very or quite effective.

Most satisfaction was attached to (in order of scoring) Events, Activities (cycling) walking and food/drink promotion. Cultural Heritage and Arts promotion was also rated reasonably well but there were comments that designated landscapes (e.g. Wye Valley AONB) could be promoted more effectively.

It should be noted that receipt of a published plan of activity and product content (where and when including its reach) was mentioned by several respondents as

Monmouthshire Destination Management Plan 2017-2020 33

something that would be beneficial. To raise awareness of the activity undertaken and also in order that businesses could take advantage of it.

NB: 65 respondents took the time to leave additional feedback regarding the above question/section and these are available as a separate document of verbatim comments on request. They include detailed views on subjects such as online promotion versus print, the role of retail, TICs and impact of events.

Feelings with regard to Infrastructure and Services locally

(An additional comments list is available on request)

Several statements attracted high levels of agreement, including

(* % Of respondents agreeing/strongly agreeing)

 “The destination's food offer is of a good quality and offers options at all levels “ (90%)  “Tourist Information Centres are an important part of the destination offer and should be prioritised for support” (89%)  “The range and quality of visitor attractions is good” (84%)  “Monmouthshire has a good range of events throughout the year” (81%)  “The destination provides good basic visitor services (e.g. car parking/toilets)” (80%)  “Conservation of the area's built heritage is undertaken well” (79%) Statements regarding the retail offer, signage (both roads and footpaths) and upkeep of towns and villages received between 60 to 68% positive agreement.

Understanding of roles and responsibilities was evenly split (pretty much 50:50) between those who agreed it was clear who did what and those who did not. This scoring was echoed when it came to broadband provision (i.e. an even split of those who found it adequate for their business needs and those who did not)

The statement

“Public transport options are adequate and well promoted” attracted the greatest dissension (with 66% disagreeing/strongly disagreeing)

Monmouthshire Destination Management Plan 2017-2020 34

General Aspects of being part of the tourism sector in Monmouthshire

In this section we asked for views on statements including

 The benefits of tourism (e.g. visits and spend) are spread throughout the county  There is good local provision of tourism business skills training  I have access to the destination intelligence and visitor research needed to develop my business  There is adequate support for businesses in the area  There are opportunities for my business to get involved with tourism activity at a destination level (e.g. tourist associations, business networking and events)

Results as follows

Figure 7

Monmouthshire Destination Management Plan 2017-2020 35

Open Questions

At the end of the survey several (optional) open questions were posed and respondents were asked to choose “Top 3” Weakest (Figure 8) and Strongest (Figure 9) aspects of tourism in Monmouthshire – summary results follow. NB: Word clouds represent most frequently occurring comments appearing to answers 1, 2 and 3 and are grouped in that order.

Top 3 Weakest Aspects

Figure 8

Comment examples:

“Wet weather attractions lacking”

Monmouthshire Destination Management Plan 2017-2020 36

“Not particularly well known as a destination - sandwiched by Wye Valley and beacons”

“Lack of a strong brand / identity”

“Budget cuts”

(Lack of) “ Appeal to wide cross section of diverse population”

“Public Transport within destination”

Top 3 Strongest Aspects

Figure 9

Comment examples:

“Beauty of landscape”

Monmouthshire Destination Management Plan 2017-2020 37

“Access to road network”

“Reputation as an outstanding landscape with exceptional heritage sites. Tintern Abbey in particular has a global reach - all my visitors (USA, NZ, Germany etc.) know of Tintern Abbey”

“Heritage”

“Food offer”

Biggest obstacles? Views of respondents

The survey closed with the opportunity for respondents to record their views on what they saw as the biggest obstacles to tourism progression in the country.

Approximately 60 took the time to leave comments and these are all recorded in a separate document for individual attention.

Comments regarding fiscal squeeze on the private sector (such as business rate increases) and diminishing public sector budgets (and the impact of that on investment and project implementation) were very evident.

Many also referred to marketing limitations brought about by budget considerations and visitor awareness of what the county has to offer – often combined with a perceived lack of identity particularly in context of strong brands nearby.

There were also concerns with regard to the uncertain economic climate and mentions of how OTAs are forcing accommodation to compete on price.

Although, as one respondent stated

However people are more likely to holiday at home so we could benefit long term. Seeing the opportunities that change offers - one door closes and another opens.”

Key Challenges and Opportunities arising from consultations can be summarised as follows

Challenges Opportunities Terms of Engagement for industry Active and professional base to engage with

Monmouthshire Destination Management Plan 2017-2020 38

Events type and timing Improving existing venues eg Abergavenny and Caldicot Castles and broadening the base of venues and providers e.g. Chepstow Racecourse Aspirations and boundaries of DMOs Share the load of tourism delivery Product development need – Cycling Proven approach to emulate i.e. to follow on from Walking Walking – link to England Coast Path Brand and branding delivery Find value in each available brand and apply at different levels ie Brecon Beacons, Wye Valley, Cadw, NT, Marriott, Hilton etc. Businesses will help define overall brand

2.4. Dimensional Analysis for Monmouthshire

Available research and extensive consultations with stakeholders lead to the following summary analysis of the current status:

Dimension Analysis Political  Welsh Government policy recognises Tourism as one of Wales’ key economic sectors  MCC is well integrated into the Cardiff City Deal process  Growing understanding of the value of tourism to a rural county  There has been stakeholder buy-in to the existing tourism plan and its ‘direction of travel’ especially around the Walking Offer and Food + Drink  Positive and supportive view of tourism by Monmouthshire County Council, Brecon Beacons National Park Authority and Wye Valley AONB as well as neighbouring authorities but...  Tourism is seen as less of a priority for Cardiff Capital Region than other parts of Wales

Monmouthshire Destination Management Plan 2017-2020 39

 Stakeholder relationships at a local level have not been entirely smooth  Impacts of Brexit are unclear in terms of perceptions of UK for welcome and employment Economic  Monmouthshire is strategically located on 2 of the most important transport corridors into Wales providing ready access to UK markets  Positive performance of the destination over the last plan period  Vibrant tourism sector with some evidence of new entrants  Major events of national appeal e.g. Welsh Grand National, Abergavenny Food Festival, Cycle Road Racing  Monmouthshire’s reputation for Food and Drink allows producers to offer premium products rather than commodities  Wye Valley and Brecon Beacons are 2 of the UK’s iconic destination brands but...  Long-term dependence on public funding to support tourism marketing and product development  Public funding at destination level continuing to reduce  Reducing access to remaining EU Funds (RDP) with prospect of no availability after 2020  Increased dependence on Welsh Government central funds to support day-to-day delivery  Significant ‘lag’ for private and voluntary sectors in filling funding gaps  Effects of Brexit unclear although fall in value of the pound has had short term positive impact on Overseas and UK visits to Wales  60/40 split in favour of non-serviced accommodation  Rise in available accommodation (in addition to current known stock) via Airbnb – this has increased capacity

Monmouthshire Destination Management Plan 2017-2020 40

although there is uncertainty over total base and levels of quality. While some known accommodation providers use it to supplement marketing reach other properties (previously unknown) have appeared Social  An aging but still adventurous UK and Northern European population  When asked local residents have positive view of tourism and its benefits  Tourism demonstrably supports higher level of retail, eating out and cultural provision for local population  High levels of expertise through volunteering e.g. Ambassador programme and Abergavenny TIC  Tourism is significant provider of locally based employment but...  Buy-in to tourism by MCC is directly related to the County’s interests and identity being promoted  Still some concerns over value/ prospects of tourism jobs due to perceptions over seasonality, structure of employment and wage rates  Potential difficulties in recruiting to key posts after Brexit  Retirements and lifestyle changes are leading to the largely ‘invisible’ loss of capacity, expertise and ‘sense of place’  Volunteers still need considerable guidance and management Technological  Increasing use of digital to research, plan, purchase and review visits, as well as accessing real-time information in destination  Monmouthshire has been a pioneer in facilitating digital access  Rapidly improving technologies for less-polluting forms of personal transport but...

Monmouthshire Destination Management Plan 2017-2020 41

 Access to fast mobile/ Wi-Fi/ broadband now seen as a basic service not optional  A large proportion of visitors still prefer and value hard copy information on territory  Platforms such as Airbnb are disrupting traditional mechanisms for product development, distribution and collaborative working  Limited locations within the County for charging electric vehicles Environmental  National Park, World Heritage Site, Area of Outstanding Natural Beauty and other relevant designations (National Nature Reserve, Marine Protection Area etc.) means that high environmental sustainability standards are a ‘given’ for any public-supported economic activity  Protected Landscape status is a huge advantage in visitor appeal  Electrification and City Region Metro proposals may offer improved sustainable transport opportunities for the county  Tourism provides locally based employment opportunities thus limiting out-commuting but...  Business-level green accreditation has had very limited take-up due to perceived cost v benefit  Current Public Transport is limited and geared towards social rather than economic goals – attempts to supplement provision have been expensive and time- limited  Perceived value still beats environmental credentials for most UK consumers  Longer term impacts of Brexit on environmental protection, quality and food production unknown14

14 Any real ‘regime’ changes will happen after the end of this plan but shorter term speculation may be disruptive

Monmouthshire Destination Management Plan 2017-2020 42

Organisational/  In Wye Valley and Forest of Dean TA and Brecon Beacons Legal Tourism the county has professionalising industry associations admired for their scale, scope, track record and ambition by many other areas of Wales  MCC planning policies are now generally supportive of tourism development  MCC has adopted a clear Destination Management approach through the last plan period with a clear lead responsibility but...  As in other Local Authorities, all departments of the County Council have a significant role to play in helping the destination ‘work’ to the benefit of visitors and residents – not just those with tourism in their title  Other statutory agency processes can inhibit development eg the requirement for Flood Risk Assessments by NRW  The proposed Destination Partnership arrangements have not been fully implemented

Monmouthshire Destination Management Plan 2017-2020 43

3. Where we want to go

3.1. Ambition

Monmouthshire Vision – In 2020…..

…Monmouthshire has enhanced its status as the Food Capital of Wales, but now as much for great value everyday eating across the county as Michelin-starred fine dining. Festivals and food trails guide visitors to the best local produce to enjoy here or take home. And that legendary food and drink tastes so much better with a background story...

As a legacy of hosting the Eisteddfod in 2016, the County’s reputation for arts, culture and creativity is now growing to match that for stunning landscapes and heritage attractions – after all it was the birthplace of British tourism and the picturesque movement.

Driven by reputation-building participation and spectator events, Monmouthshire is fast becoming Wales’ most welcoming county for road and lane cycling, with the offer developed in the same sustainable and successful way as walking, itself given fresh impetus by connection to the England Coast Path. As the home of the Welsh Grand National, the County is making more of its wider sporting heritage too. A ‘4 seasons’ programme of events is encouraging year round, longer and overnight visits.

Our visitors are also discovering new and surprising corners of the County –like the ‘big skies’ and intricate landscape of the Living Levels – given confidence to explore by targeted communications, well-informed hosts, timely and relevant information and enthusiastic Ambassadors.

The opening of the Wales International Convention Centre ‘next door’ at Celtic Manor in 2019 has been the trigger to bring forward long-needed investment in the serviced accommodation base, supported by tourism-friendly planning guidance. Big name ‘brands’ on major routes are joined by rural boutique hotels delivering a unique ‘sense of place’. At last, Wales ‘first’ County is exploiting its superb

Monmouthshire Destination Management Plan 2017-2020 44

communications network with our M4 and M5 corridor markets and proximity to the business centres of Bristol, Cardiff and Newport.

Active in the wider City Region and with a major stake in both the Brecon Beacons and Wye Valley - destinations with international recognition - it is good to see significant improvement in collaboration with ‘neighbours’ and between public and private sector partners based on a clear understanding of delivery roles, as public funding continues to diminish.

We are not competing with established destination brands but delivering great experiences for them – the ‘Monmouthshire’ name has now become a stamp of genuine and trusted tourism quality

3.2. Strategic Aims and Objectives

From this Vision we can identify the following Strategic Aim for the Destination Plan 2017-2020:

To grow tourism revenue to the county

 By 10% in real terms value (from 2015 base)  Across the year  Across all parts of the County  Based on high quality visitor experiences

Supported by the following objectives

 To consolidate Food Capital of Wales status for Monmouthshire  To consolidate and make further progress on the Walking Product Development Plan  To maximise the tourism benefits of the cultural offer as well as countryside and heritage  To establish the County’s cycling credentials on a sustainable base of events, routes, amenities and cycle friendly communities and accommodation  To encourage investment in the serviced accommodation sector (especially following development of the International Convention Centre)

Monmouthshire Destination Management Plan 2017-2020 45

 To develop a seasonal programmes of events which support the County’s key product offers – Food, Heritage, Arts + Culture, Walking and Cycling  To continue support for vibrant, attractive, welcoming and distinctive towns and villages  To establish Monmouthshire’s position as our ‘first’ county through an iconic intervention at the entrance to Wales  To ‘reset’ partnership arrangements with ‘neighbours’ and between stakeholders within the county  To ensure that Monmouthshire on and off-line content is distributed through all relevant channels and campaigns  Through all activities to build the reputation of the County - ‘Monmouthshire’ = high quality

3.3. Priority programmes for growth

Like other destinations across Wales, it would be easy for Monmouthshire to be blown off course by Visit Wales ‘Years Of...’ approach, not least because strategy and public funding streams have been so aligned to it, but this would be to misunderstand the intention, which is to build up in the visitor’s mind, layer by layer, a clear and credible understanding of what Wales overall can genuinely deliver (and importantly how it can make one feel). And of course not all parts of Wales can deliver all facets of the offer all the time. Wales has not stopped delivering ‘Adventures’ but ‘Legends’ now adds an appreciable depth, complexity and Sense of Place to those adventures. Also it is clear that there is enough ‘wriggle room’ within these themes to accommodate most destinations if they respond creatively to the presentational challenge (even ‘the Sea’ for inland areas). The inter-linked destination development priorities both ‘hard’ and ‘soft’ for Monmouthshire should and do transcend the exigencies of annual campaigns and revolve around playing to current strengths but addressing perceived weaknesses:

The Proposal is to build on the programmes delivered in the last Plan but integrate Marketing with Development and Management Actions.

Programmes Action Areas

Monmouthshire Destination Management Plan 2017-2020 46

Headline Programmes The Encourage upgraded and increased capacity in line with Accommodation 2013 Opportunities report and take advantage of WICC Offer development (including wider business tourism) The Activities Offer Develop the Monmouthshire Cycling offer using the same successful and logical methodology as for Walking concentrating on a manageable number of viable routes e.g. canal, Living Levels. Consolidate and continue development of the Walking Offer Wales Food Capital Broaden impact of Food Capital status by concentrating on the ‘everyday’ offer to complement the high end product. Encourage VW to consider a Year of Food... Cultural Product Develop a contemporary creative offer to sit comfortably Offer alongside food, heritage and walking e.g. open studios to complement open gardens. Support development of cultural infrastructure and venues. Develop a landmark feature at the border to reflect excellence, creativity and innovation The Monmouthshire Encourage events that create year-round added value, Season support emerging products and celebrate the County’s strengths: Walking, Cycling, Food and Drink, Culture and Heritage especially those of national status. Use events creatively to respond to Wales ‘Years of...’ initiative e.g. extended River Wye Festival for Year of the Sea Support Programmes A new Partnership Develop a new delivery model for destination development and marketing in Monmouthshire Welcoming Places Encourage each town to play to its distinctive historic and (Towns, villages and contemporary strengths and therefore enrich the overall countryside) visitor experience e.g.  Chepstow - Walking and Sporting Hub

Monmouthshire Destination Management Plan 2017-2020 47

 Monmouth – Local ‘Legends’  Abergavenny – Food and Drink  Caldicot – Capital of the Levels  Usk – Town of Flowers Welcoming People Signpost business skills provision and maintain the Ambassador cohort Visitor Information Identify and implement more cost effective and dispersed methods for delivering timely and relevant visitor information building on the expertise and resources of the key TIC hubs Content creation Develop consistent content on Monmouthshire products and distribution and make it available through a variety of channels and partner campaigns Customer Customer communications and visitor research Relationships

Monmouthshire Destination Management Plan 2017-2020 48

3.4. Market and Image development for the destination

It is clear that Monmouthshire’s ‘solution’ to marketing activity and support in recent years (e.g. particularly development and maintenance of a comprehensive product database) has paid dividends with healthy growth of the website and social media channels and the result that businesses cite VisitMonmouthshire.com as the most important source of business after their own online presence15.

NB: In addition to driving the Visit Monmouthshire website and feeding into Visitwales.com, the product database is used to provide visitor information (via information kiosks at key sites around the county).

The “unglamorous” but essential work of consistent content addition and updating will provide strong foundations for the area to expand its marketing reach, ensuring that Monmouthshire’s product is spread across as wide a base as possible; from national activity (e.g. Visit Britain and Visit Wales) to inclusion in local destination partnership, trade association and operator activity. This content first approach puts Monmouthshire in a strong position to expand its reach and raise awareness of its offer complementing, as it does, two of Visit Wales’ key national objectives16

 Evolving the product led approach; promoting relevant holiday types, iconic products and distinctive destination brands and experiences to meet market needs  Becoming digital-first; developing an integrated digital gateway for Wales, improving www.visitwales.com and Visit Wales international web sites, developing the content ecosystem for Wales and growing social media communities

By developing existing relationships and seeking new opportunities to collaborate on marketing with partners (national and local) using its content a rich resource, Monmouthshire is well placed to capitalise on high growth consumer markets (both domestic and international) and business tourism. An increase in overseas visitors (particularly from Germany) points towards a market in which Monmouthshire could

15 Stakeholder Survey 2016

16 Partnership for Growth Visit Wales

Monmouthshire Destination Management Plan 2017-2020 49

make further gains, maximising use of the product data and building relationships with Visit Wales (and Visit Britain). Germany is a key overseas market for Wales and thus opportunities for collaborative activity with Visit Wales do exist; from provision of salient content to the potential of journalist/blogger visits and profile for Monmouthshire product attached to activity at annual events such as ITB Berlin.

Monmouthshire’s “brand” is aligned to its quality of offer rather than geography. Though not, in comparative terms, currently as widely known a destination as Brecon Beacons or The Wye Valley, it is clear, from both visitor and stakeholder research, that it benefits from experience-led tourism products (e.g. food) which are synonymous with “quality”. This positioning may be the most beneficial to the county in the longer term both in any promotional activity originated at destination level as well as capitalising on the exposure Monmouthshire receives through collaborative partnerships in the wider arena (e.g. from Visit Wales, Wye Valley, the Brecon Beacons, or town-based events).

The following table includes salient trends that constitute areas of particular opportunity for positive market and image development for Monmouthshire.

The rise in appeal of Recent omnibus research (BRCD 2017) records that 87% experience based of UK holidaymakers feel that it is important they have holidays and local a ‘local experience’ on their next holiday. distinctiveness This figure rises among higher income groups and Monmouthshire records a high prevalence of ABC1 visitors, in the 2016 survey “these make up nearly three quarters of the visitors to Monmouthshire (74%)” higher than the Wales average and possibly due to the likelihood of Monmouthshire’s visitor profile to be older and are more likely to come from outside Wales.

Experiential tourism marketing and product development embraces sense of place and focuses on capturing the hearts and minds of potential visitors encouraging businesses and products to enhance their offer to drive visits and spend

The more ‘superficial’ local experiences Britons are likely to expect on their next holiday include ‘trying local food and drink” – something that Monmouthshire, with its respected food offering, can capitalise upon.

Monmouthshire Destination Management Plan 2017-2020 50

Development of ‘soft-packaging’ (aka “bundling”) through consistent communications and information linking accommodation and transport options to attractions, activities, events, food and drink and retail will assist in forming and presenting a deeper experience (and will assist Monmouthshire in taking full advantage of national brand-building activity).

Continued growth in Further fuelled by exchange rate uncertainty and safety the UK short break considerations, research on holiday intentions (BDRC, market and the January 2017) shows that Britons are more likely to take “staycation” a short-break of 1-3 nights (88%) than a longer holiday of 4+ nights (77%). It is a clear indication that the area can and should shape communications and activities around short-breaks.

Research cites that “the proportion of Britons anticipating a domestic holiday of 4+ nights has increased from 24% in 2016 to 27% in 2017. After 4 years of declining intentions, this is the first increase since 2012, which is matched by a rise in the proportion regarding the UK as ‘more appealing’ for a holiday than it used to be.”

As with some other destinations in Wales, and due in part to its proximity to England and ease of access, Monmouthshire experiences a high proportion of day visitors (i.e. approximately 75% of its 2 million visitors annually). In 2016’s survey, the vast majority of visitors to were on a day trip when interviewed (94%); this was higher than the All Wales average of 88%.

The following 12-24 months represent one of the best chances (in recent years) for the area to convince and convert some of those day visitors to stay overnight.

Dominance of the Today’s holiday planning process is predominantly built digital medium in around the digital medium. the holiday search and booking process Google’s recognised 5 stages of travel planning are equally applicable to all market segments and based around travel search patterns online. From Dreaming to Planning, Booking to Experiencing and finally Sharing. The area needs to ensure that digital resources and activity planning offer a ‘seamless’ approach to managing the ‘visitor journey’ before, during and after Monmouthshire Destination Management Plan 2017-2020 51

a visit.17

Monmouthshire’s product database has benefitted from investment in both time and financial resources and as a result, probably has few if any equals in Wales, if not further afield.

The refreshed website will benefit from a content rich resource, i.e. the product database, which will offer a means for engagement with both existing and prospective visitors that plays to experience based breaks and will encourage sharing of Monmouthshire’s content – all aiding awareness raising of the area and its product offer.

The weighting given With its high levels of repeat business and visitor (by the prospective satisfaction e.g. in Beaufort’s 2016 Visitor Survey visitor) to positive “Virtually all visitors to Monmouthshire said they were peer to peer likely to return in future (95%); 84% said they would recommendations definitely visit again, while 11% would probably visit and reviews when again”. choosing a destination Furthermore, with 92% of those visitors stating that they would recommend a visit to Monmouthshire to friends and family, this perfectly places the destination to capitalise on the trend demonstrated in recent research (BDRC, 2017) which confirms that over 2 in 5 Britons use peer reviews to plan their holidays (rising to two-thirds of 18-34 year olds and 3 in 5 families).

Tripadvisor reviews are included on product database entries to enable (more) informed choice e.g. http://www.visitmonmouthshire.com/thedms.aspx?dms=3& pid=0899613

17 Google – 5 Stages of Travel Planning

Monmouthshire Destination Management Plan 2017-2020 52

In order to optimise opportunities presented by aspects including the current trends around experiential tourism and continued growth of the digital medium, Monmouthshire's focus should continue to be the prioritisation of content marketing. Underpinned by attention to organic search (via optimisation) and also email this activity will continue to deliver leads and conversions for businesses in the UK consumer marketplace as well as opening up opportunities to chase further overseas traffic, particularly in western Europe.

Travel trade and group travel is currently undertaken via participation in the Southern Wales marketing consortia and this path remains effective and should be maintained. It offers a solution for accessing those markets that is efficient in terms of both resources and reach. A similar arrangement is being sought with regard to Business tourism as Monmouthshire, although being a minor player in the context of the whole south east Wales offer can nevertheless benefit from exposure.

3.5. Destination Partnerships and connectivity

Future support for tourism in Monmouthshire from Visit Wales is predicated on robust Destination Partnership arrangements being in place involving public, private and community interests. The value of successful partnerships is obvious:

Monmouthshire Destination Management Plan 2017-2020 53

 Shared risk and reward  Economies of scale and better value for resources expended  The whole is often more than the sum of the parts  Elimination of duplication  A wider range of resources, talents and energies to call on

However partnership working is neither easy nor straight–forward and requires perseverance, mutual confidence, shared clarity of purpose, willingness to compromise and effective communication in equal measure to succeed. Destination partnerships really come into their own when no single stakeholder has, or seeks, exclusive access to all the lines of support, resources, and information needed to succeed.

Thus, any arrangements for Monmouthshire have to acknowledge the growing professionalization, capacity and aspiration of industry partners in the Wye Valley and Brecon Beacons destinations and the communities of interest around those established destination brands. Equally, industry stakeholders have to appreciate the significant reductions in resources available in the public sector to support tourism development and marketing, as its role moves much more towards facilitation rather than direct provision. The sector will have to be much more self- reliant in future.

To ‘reboot’ the Destination Partnership approach for Monmouthshire, retain local political ‘buy-in’ and rebuild mutual confidence, we recommend the following arrangements:

Tourism Liaison Group or Tourism Reference Group  Membership: BB Sustainable Destination Partnership nominee, WVFD Destination Partnership nominee, MCC Tourism nominee  Facilitated by: MCC  Chaired by: MCC  Tasks: o To maintain communication between key players between formal meetings of MTAG

Monmouthshire Destination Management Plan 2017-2020 54

o To galvanise tourism in Monmouthshire to respond quickly to unexpected challenges and opportunities o To identify strategic tourism opportunities of benefit to the County o To nip any partnership difficulties in the bud o To develop agenda for the MTAG and Tourism Day  Meetings: Monthly (on line or physical) + ad hoc as required

Monmouthshire Tourism Action Group (in effect the Destination Partnership)

 Membership: As above plus Visit Wales, (Visit England), BBT, WVFDTA, ADTA and other constituted active tourism groupings in the County, Chambers/ Town Councils with a tourism delivery remit, MCC delivery departments, WVAONB, Cadw, Natural Resources Wales, Canal and River Trust, NT, Living Levels, Ambassadors  Facilitated by: MCC  Chaired by: Independent Chair (appointed by open process) or members of the Tourism Liaison Group by annual rotation  Tasks: o To oversee progress against the Monmouthshire Destination Plan o To share and compare forward plans with impact in the County especially BB and WVFD destinations o To identify action areas of common interest e.g. Walking, Food, Heritage and Culture, Filming o To develop and agree joint activities against those action areas and allocate roles and responsibilities for delivery o To identify external funding opportunities and develop targeted applications o To appoint task and finish groups for working up and delivering projects as required  Meetings: 2 per year (in sync with the main funding and reporting cycles)

Monmouthshire Tourism Day

Attendance: Open to all with a positive interest in tourism in Monmouthshire

Monmouthshire Destination Management Plan 2017-2020 55

Facilitated by: MCC

Chaired by: MTAG Chair

Tasks:  To celebrate achievement and outline forward plans from key organisations BB, WVFD, MCC, VW  To raise and share awareness of key issues affecting tourism in Monmouthshire  To engage stakeholders in product development and marketing opportunities  To formally report on progress against the Monmouthshire Destination Plan  To provide networking opportunities

Monmouthshire Destination Management Plan 2017-2020 56

4. How we will deliver

Recommended Actions have been refined and prioritised against strategic principles and objective criteria:

Principles Criteria  Effective Partnership  Strategic Fit  Year Round Growth in Value  Identified Champion/ Lead  Sustainability  Fundability  Geographical Spread  Clarity of Outcomes  Balanced Market Approach  Ease of Delivery  Community Engagement  Delivery Timescale  Authenticity and ‘Sense of  Contribution to Targets Place’  Mutual Consistency

Monmouthshire Destination Management Plan 2017-2020 57

4.1. Outline Action Plan 2017-2020

Programme and Action Yr. Lead Partners Cost KPIs Objectives 1,2,3 H, M, L Headline Experience Programmes 1 The 1.1 Upgrade and increase capacity in line with 2013 1-318 Industry VW H New and Accommodation Opportunities report to take advantage of WICC MCC upgraded Offer development (including wider business tourism) accommodatio n 1.2 Develop and promote a complementary business 3 Southern MCC M Increase in tourism offer to optimise WICC opportunity Wales19 WVFDTA business BBT related tourism 2 The Activities 2.1 Develop the Monmouthshire Cycling offer using 1-2 MCC Sustrans M Plan developed Offer (Cycling) the same successful and logical methodology as WVFDTA and for Walking i.e.: BBT implemented

18 Subject to WICC going ahead on schedule

19 Southern Wales consortium does not currently embrace Business Tourism; lead may fall to Newport and/or Cardiff

Monmouthshire Destination Management Plan 2017-2020 58

 Develop a stakeholder partnership ADTA  Assess market needs  Audit current provision  Formulate Action Plan 2.2 Develop a number of new promoted and well- 2,3 Sustrans MCC H At least 2 new presented routes to attract family and beginner CRT family ride markets as well as enthusiasts e.g. Canal, Living LL routes Levels The Activities 2.3 Continue implementation of the Walking Product 1-3 MCC WHS M 2 new routes Offer (Walking) Development Plan in line with customer demand: AONB from Living  Exploiting links with England Coast BB Level Hubs Path WVFD  Opportunities through ‘Living Levels’ WaW  Priorities from ROWIP Review (2018) 3 Wales Food 3.1 Broaden impact of Food Capital status by: 1-3 MCC AFF M Sales of local Capital  Supporting extension of the Abergavenny BBT produce Food Festival brand and other food ADTA Visitors events across the year and the County WVFDTA accessing Food  Improving information on and access to WG information Farm Shops and Producers  Encouraging Food Trails development

Monmouthshire Destination Management Plan 2017-2020 59

 Further encouraging local food culture across the wider ‘everyday’ hospitality sector 3.2 Encourage VW to consider a Year of Food... MTAG BBSDP Year of Food WVFDTA agreed 3.3 Support those developing further ‘Food Capital’ 1-3 MTAG MCC L ‘Live’ projects infrastructure e.g. Food Hub, Skills Centre of NCC Excellence 4 Cultural Product 4.1 Develop a contemporary creative offer to sit 2 -3 MCC BBSDP M Plan developed Offer comfortably alongside food, heritage and WVFDTA and walking as per Cycling above implemented 4.2 Pursue tactical promotional opportunities around 1-3 WVFDTA MCC L Coverage filming in the county BBT VW obtained 4.3 Develop an iconic ‘gateway’ feature project to 1-3 MCC Arts M Planning and reflect the destination’s position, values and Council funding creativity VW secured Lottery 5 The 5.1 Encourage events that create year-round added 1-3 MTAG VW L Events held Monmouthshire value, support emerging products and celebrate autumn to Season the County’s strengths: Walking, Cycling, Food spring and Drink, Culture and Heritage (especially those of national status).

Monmouthshire Destination Management Plan 2017-2020 60

5.2 From the forward events programme develop a 1-3 MCC WVFDTA L Take-up of seasonally themed calendar of events linked to BBT calendar by accommodation, activity and retail opportunities industry and across media 5.2 Maintain a forward ‘clash’ calendar of events 1-3 MCC VW L (including in surrounding areas) for reference 5.4 Use events creatively to respond to Wales ‘Years 1 MTAG VW M ‘New/ of...’ initiative e.g. extended River Wye Festival WVFDTA rebadged’ for Year of the Sea BBT events linked WVAONB to ‘Year of...’ 5.5 Encourage Event Organisers to deliver events 1-3 MCC BBSDP L Numbers using which deliver distinctive ‘sense of place’ through WVFD toolkit use of events toolkit: VW www.visitmonmouthshire.com/eventmanagemen t.aspx Support Programmes 6 A new 6.1 Develop a new inclusive delivery model for 1 MCC BBSDP L New Partnership destination development and marketing in WVFD partnership Monmouthshire ADTA arrangements VW in place and operating

Monmouthshire Destination Management Plan 2017-2020 61

Other stakeholde rs 7 Welcoming 7.1 Encourage each town to play to its distinctive 1-3 MCC Town M Plans in place Places historic and contemporary strengths and Councils therefore enrich the overall visitor experience Chambers through ‘place plans’ e.g. TAs  Chepstow - Walking and Sporting Hub  Monmouth – Local ‘Legends’  Abergavenny – Food and Drink  Caldicot – Capital of the Levels  Usk – Town of Flowers 7.2 Develop Gateway Feature for border corridor 3 MCC VW H Leverage (linked to Living Levels) City Deal 8 Welcoming 8.1 Signpost business skills provision 1-3 Business MCC L Numbers taking People Wales WVFDTA up training BBT opportunities 8.2 Product awareness and informal training sessions 1-3 BBT MCC L Numbers to support development priorities WVFDTA VW engaged 8.3 Maintain Ambassador cohort through CPD and 1-3 MCC BBNPA M Numbers of networking BBT active WVFDTA ambassadors

Monmouthshire Destination Management Plan 2017-2020 62

Visitor 8.4 Identify and implement more cost effective and 1,2 MCC NCC M Study Information dispersed methods for delivering timely and VoU LAG completed and relevant ‘on territory’ and pre-visit visitor WVFDTA recommendati information ADTA ons BBNPA implemented 9 Content 9.1 Develop consistent content on Monmouthshire 1-3 MCC WFFD M Reputation creation and products and make it available through a variety BBT BBSDP Analysis distribution of channels and partner campaigns WVFDTA VW Southern Wales 10 Database 10.1 Maintain Product and Customer Databases to 1-3 MCC BBSDP M Numbers on Management support management of the customer journey WVFD databases and and Customer opening rates Relationships of communication s 10.2 Undertake qualitative and quantitative research 1-3 MCC BBSDP M STEAM outputs to inform tourism development and performance WVFD Visitor survey review VW results

Monmouthshire Destination Management Plan 2017-2020 63

5. Appendices:

1. STEAM summary infographic 2. Survey Questionnaire proforma 3. 2016 Visitor Survey

Monmouthshire Destination Management Plan 2017-2020 64

Monmouthshire Destination Management Plan 2017-2020 65

Monmouthshire Destination Management Plan 2017-2020 66

Monmouthshire - Review of Tourism Destination Plan 2016

What is the purpose of the survey and how long will it take?

The core questions within this survey should take only 7 to 10 minutes to complete. If you would like to leave additional comments there will be an opportunity at the end.

Thank you for your time and interest, it is very much appreciated.

Monmouthshire County Council is undertaking a review of the county's tourism destination plan, acknowledging changes in the policy, economic, social and technological environment in recent years. From the impact and implications of Brexit to the growth in Airbnb participation; the tourism landscape is changing rapidly and we want to ensure that all opportunities are considered and planned for. The squeeze on public sector funding and unprecedented budget cuts make it even more crucial that priorities are agreed and implemented via partnership collaboration.

We'll be reviewing the county's tourism performance and priorities and taking a fresh look at what stakeholders may require, ensuring that we continue to develop partnership and delivery arrangements that are fit for purpose. The results of the research will be available in early 2017 and will be used for our business planning work and as the foundation for the new medium term destination development plan for the county.

You may want to take another look at the currentd estination development plan and its focus areas which include; accommodation development, visitor experience, towns and villages, walking, food tourism, festivals and events and visitor information provision. If you have any queries on the research activity please email Nicola Edwards (Food & Tourism Strategic Manager) Monmouthshire County Council.

NB: You can undertake this survey anonymously but you may wish to leave your details so that we can follow up on some of the points you make. Any details that you do submit will only be used for the purposes of this research and will be viewed by the researchers to inform decision making. They will not be published in a format that is attributable directly to an individual named business/person (i.e. they will be aggregated and may, in some instances, be quoted from but not 1 with reference to the contributor).

2 Monmouthshire - Review of Tourism Destination Plan 2016

About your business type and your involvement in the tourism sector in Monmouthshire

1. Business/Organisation type (e.g. activity, self catering, voluntary body) - if you wish to leave your name/your business name please do so

2. Your role (e.g. owner)

3. Postcode of the business/organisation that you represent

4. Are you an accommodation provider?

3 Monmouthshire - Review of Tourism Destination Plan 2016

5. As an accommodation provider please indicate which online channels you use to promote your business ticking all that apply (if not accommodation please answer N/A and move on to the following question)

Own website

Visit Wales

Visit Monmouthshire website (www.visitmonmouthshire.com)

Brecon Beacons website (www.breconbeacons.org)

Forest of Dean and Wye Valley website (www.wyedeantourism.co.uk)

Visit Southern Wales website (www.southernwales.com)

For Business Tourism - Meet Cardiff Capital Region website (www.meetcardiffcapitalregion.com)

Airbnb

Online Travel Agent (OTA) such as booking.com, laterooms, Holiday Lettings and others

AA

Not Applicable

Other (please specify)

4 6. If you operate an attraction, eating out establishment, meeting venue or other business type, please indicate which online channels you use to promote your business ticking all that apply

Own website

Visit Wales

Visit Monmouthshire website (www.visitmonmouthshire.com)

Brecon Beacons website (www.breconbeacons.org)

Forest of Dean and Wye Valley website (www.wyedeantourism.co.uk)

Visit Southern Wales website (www.southernwales.com)

For Business Tourism - Meet Cardiff Capital Region website (www.meetcardiffcapitalregion.com)

AA

Not Applicable

Other (please specify)

7. Have you or your team members (if applicable) undertaken World Host training over the last two years?

Any comments:

8. Has your business (or individual team members - if applicable) been the recipient of an award in the last 12 months (e.g. food, service)

If yes, please mention the award/s here:

9. Length of time involved with the tourism sector in Monmouthshire

5 10. How well informed do you feel about Monmouthshire County Council's current activity to support tourism in the county? (please choose one)

Very well informed

Quite well informed

Not well informed

11. Are you a member of any of the following Tourism Associations/organisations? Please tick all that apply.

Wye Valley and Forest of Dean Tourism (www.wyedeantourism.co.uk)

Brecon Beacons Tourism (www.breconbeaconstourism.org)

Abergavenny and District Tourist Association (www.visitabergavenny.co.uk)

Farm Stay UK (www.farmstay.co.uk)

If you would like to comment - please do so here (e.g. previous member of one of above)

12. Is your business in a grading scheme? (e.g. Visit Wales, AA etc.)

Please mention which scheme (if any) here

13. Is your business accredited by any "Green Tourism" scheme?

6 Monmouthshire - Review of Tourism Destination Plan 2016

Marketing, Promotion and Business Satisfaction

Monmouthshire’s current marketing strategy is focused on helping to deliver a positive experience to visitors in the destination (to encourage repeat visits and recommendations) and to provide practical support to businesses to improve and promote their offer.

Monmouthshire County Council has also supported and hosted an increasing number of high profile events in recent years (e.g. Tour of Britain) to help raise awareness of the county and attract large numbers of new visitors to the area.

Please help us evaluate the effectiveness of this strategy by answering the following questions

14. How satisfied are you with the levels of business that you’ve achieved over the past two years?

Very satisfied

Quite satisfied

Not satisfied

Any comments?

7 15. What impact do you feel the following events hosted / supported by Monmouthshire County Council have had on your business?

Significant positive Small positive Small negative Significant negative impact impact No impact impact impact

2014 National Road Race Championships

2014 Tour of Britain (Stage 3)

2015 Velothon Wales

2016 Monmouthshire and District National Eisteddfod

2016 Status Quo concert at Caldicot Castle

2016 Velothon Wales

2016 Crosstober

16. If you operate an accommodation business, how often are you fully booked and turning business away (tick all that apply) If you do not operate accommodation please tick "Not applicable"

Frequently at weekends, all year round

Often at weekends between April and October

Occasionally at weekends

Rarely at weekends

Frequently during the week, throughout the year

Often during the week in the peak summer months

Occasionally during the week

Rarely during the week

Not applicable

Any comments?

8 17. When do you most need additional business? (Please tick all that apply)

Weekdays in general

Weekends

Summer season (July-August)

Shoulder seasons (April-June and September-October)

Winter period (November-March)

Any comments?

9 18. How important are the following sources of business to your operation?

Don't know/cannot N/A Very important Quite important Not important evaluate

Your own website

visitmonmouthshire.com website

visitwales.com website

wyedeantourism.co.uk website

breconbeacons.org website

visitsouthernwales.com website

meetcardiffcapitalregion.com website

Forest of Dean & Wye Valley Visitor Guide

Brecon Beacons Visitor Guide

Airbnb

General Online Travel Agencies (OTAs) and third party sites (e.g. booking.com)

Tripadvisor - user reviews

Word of mouth from previous visitors/guests

Repeat business

Social media communities (e.g. Facebook, Twitter, Instagram)

Agencies (e.g. self catering)

Any comments?

10 19. How effectively do you think Visit Monmouthshire’s marketing activity promotes the following product?

Very effectively Quite effectively Not effectively No clear view

Local food and drink

Walking

Attractions

Cultural heritage

Arts

Activities (e.g cycling)

Events

Designated landscapes (Brecon Beacons National Park, Wye Valley Area of Outstanding Natural Beauty)

Any comments?

20. Do you feel that Visit Monmouthshire's marketing activity could be improved and if so, in what way?

21. If you would like to comment further or on other aspects regarding marketing and promotion please use this box.

NB: Please check your business entry on visitmonmouthshire.com to ensure your information is accurate and up to date. This information is fed to a number of other websites as well as to the digital information kiosks located at key sites around the county so it’s important that your information is correct.

If your information needs updating or you need to create a new entry for your business, please contact Visit Monmouthshire by emailing [email protected]

11 Monmouthshire - Review of Tourism Destination Plan 2016

The Destination in general (including infrastructure and services)

22. Infrastructure and Services: Please look at the statements below and indicate how you feel about each using the tick box options on the right. (If you choose N/A for any, please use the comment box at the bottom to let us know why)

Strongly Agree Agree Disagree Strongly disagree N/A

The destination is developed and managed with the needs of visitors in mind

The destination provides good basic visitor services (e.g. car parking/toilets)

Broadband connectivity is adequate for my organisation’s / business needs

Public transport options are adequate and well promoted

The level and quality of signposting (road/highway) in the destination is adequate

The level and quality of signposting (footpaths, cycleways, bridal paths) in the destination is adequate

12 Strongly Agree Agree Disagree Strongly disagree N/A

The destination's food offer is of a good quality and offers options at all levels

The retail offer within the destination is good quality and offers options at all levels

Conservation of the area's built heritage is undertaken well

Upkeep and appearance of villages and towns is well executed

I am clear on the roles and responsibilities (in the context of infrastructure and services) played by Monmouthshire County Council, Tourism Associations and other bodies (e.g. Wye Valley AONB)

The range and quality of visitor attractions is good

Tourist Information Centres are an important part of the destination offer and should be prioritised for support

Monmouthshire has a good range of events throughout the year

Other (please specify)

23. If you would like to comment further or on other aspects regarding infrastructure and services please use this box.

13 24. General Aspects: Please look at the statements below and indicate whether you agree or disagree with each

Strongly Agree Agree Disagree Strongly disagree N/A

The benefits of tourism (e.g. visits and spend) are spread throughout the county

Other (please specify)

There is good local provision of tourism business skills training

Other (please specify)

I have access to the destination intelligence and visitor research needed to develop my business

Other (please specify)

There is adequate support for businesses in the area

Other (please specify)

There are opportunities for my business to get involved with tourism activity at a destination level (e.g.tourist associations, business networking and events)

Other (please specify)

25. Please tell us (as brief bullet points) what you believe are the top 3w eakest aspects of Monmouthshire's current destination offer? (e.g. diversity of product, reputation,etc.)

1.

2.

3.

14 26. Please tell us (as brief bullet points) what you believe are the top 3s trongest aspects of Monmouthshire's current destination offer? (e.g. diversity of product, reputation,etc.)

1.

2.

3.

27. Are there any other points you would like to be add regarding Monmouthshire and the review of the tourism destination plan?

15 Monmouthshire - Review of Tourism Destination Plan 2016

Finally, a chance for you to tell us about how you may wish to keep in touch in the future.

28. As part of this work we're reviewing how we keep in touch with any tourism stakeholder who would like to be kept informed about tourism in Monmouthshire. How do you feel that you (or your organisation) might prefer to influence/engage/keep up to date with the destination's tourism activity in the future? please tick all that apply

email/e-letter

stakeholder events

online forum/network

sector groups

team member/officer (named) contact

If you don't wish to remain in contact - please say why

16 Monmouthshire - Review of Tourism Destination Plan 2016

Thank you once again for your time, the outcome of the work will be available shortly.

29. Please leave an email contact address if you wish to be kept informed of progress via email.

The review of Monmouthshire’s Destination Plan has been supported by Welsh Government’s Regional Tourism Engagement Fund.

17

Research Report

Wales Visitor Survey 2016

Monmouthshire County Council

Prepared for: Monmouthshire County Council

Prepared by: Beaufort Research

Contact Details

Agency contact: Fiona McAllister/Sarah McDonough/Catrin Davies

Date: January 2017

Beaufort Research

2 Museum Place Cardiff CF10 3BG

Tel: (029) 2037 8565 Fax: (029) 2037 0600

E-mail: [email protected] www.beaufortresearch.co.uk

Contents

1. Executive summary ...... 1 2. Aims and objectives ...... 4 3. Methodology ...... 5 4. Research findings ...... 6 4.1 Visitor profile ...... 6 4.2 Trip profile ...... 9 4.3 Motivations for visiting and activities undertaken ...... 10 4.4 Satisfaction with overall experience, revisiting and recommending...... 12 4.5 Monmouthshire specific questions ...... 16 Appendix I: Detailed list of survey locations...... 19 Appendix II: Stage 1 survey questionnaire (face-to-face interviews) ...... 22 Appendix III: Stage 2 survey questionnaire (telephone interviews) ...... 23

1. Executive summary

1.1 Introduction

This report focuses on visitors to sites in Monmouthshire; 681 interviews were conducted at Stage 1 and a further 344 were conducted at Stage 2 with visitors to 4 locations in Monmouthshire: Abergavenny town centre, Chepstow town centre, Monmouth town centre and Tintern Abbey. The specific questions about Monmouthshire, which were included in the survey by Monmouthshire County Council, were only asked of those who were interviewed at the three town centres.

This formed part of the 2016 Visit Wales Visitor Survey, which involved two stages of interviewing across Wales: Stage 1 was a face-to-face survey, followed by a Stage 2 telephone interview (post-visit). 6,652 face-to-face interviews were conducted at Stage 1, and 3,464 telephone interviews were conducted at Stage 2. Throughout the report, comparisons have been made with the all Wales sample.

The data was weighted at the analysis stage to reflect the proportion of UK day, UK staying and overseas visitors within the region. Fieldwork took place between 11 June and 3 November 2016.

1.2 Key findings

Visitor profile: The proportion of visitors to Monmouthshire coming from England, Scotland and Northern Ireland was similar to the proportion of visitors who came from parts of Wales (48% and 45% respectively). Conversely, the majority of visitors to Wales as a whole were from Wales but Monmouthshire’s proximity to England would explain the higher number of English visitors. Only 7% of visitors to Monmouthshire were from overseas; however, this is higher than the average across the whole of Wales (only 4% of visitors are from overseas).

Couples and families with young children are the most common types of visitor groups to the area; the former account for a higher proportion of visitors in Monmouthshire than is the case across Wales, whilst the reverse is true for the latter. The average number of people in each visiting party to Monmouthshire is 3.2 (2.6 adults and 0.6 children); lower than the all Wales average of 3.7 (2.7 adults and 1.0 children).

Over a third of staying visitors to Monmouthshire were either first time visitors to Wales or new to this part of Wales (34%), which is in line with the rest of Wales overall (at 36%).

Wales Visitor Survey 2016: Monmouthshire County 1 Council - Research Report

Trip profile: Visitors to Monmouthshire are more likely to be on a day trip than visitors to Wales as a whole (at 94% compared to 88% across Wales). The proportion of staying visitors to the area is half that of Wales overall (6% compared to 12% overall). Staying visitors stayed an average of 6.7 nights in Wales.

Motivations for visiting and activities undertaken: Visitors to Monmouthshire were most likely to have come to the area to visit places, historical / religious sites and attractions (60%), higher than was the case among visitors to Wales as a whole (51%). This is probably higher across Monmouthshire than the All Wales average because of the interviewing locations selected in the county, for example Tintern Abbey. They were also more likely to give shopping as a reason for visiting (at 20% compared with 12% overall) or to mention attending an event, concert or sporting event (at 18% compared with 9% overall).This is no doubt because the Eisteddfod was held at Abergavenny in August and all interviewing was conducted in Abergavenny town centre during the week the Eisteddfod was held (29 July to 6 August).1

The most popular activities undertaken by visitors to Monmouthshire were visiting a castle or historic attraction (44%), general sightseeing (30%), visiting a museum or heritage centre and visiting a religious site (20% for each). Arts and cultural festivals, and more specifically the Eisteddfod, were also popular, with roughly one in eight Monmouthshire visitors attending (12%), this rose to just over half of visitors to Abergavenny town centre. Outdoor activities were also relatively popular with around one in ten visiting a country park or a nature based attraction (11% for each) or walking more than two miles (9%). However, these were lower than for Wales overall (at 22%, 13% and 14% respectively).

Satisfaction with the overall experience, revisiting and recommending: In general, visitors to Monmouthshire were highly satisfied with their visit, as eight out of ten visitors to Monmouthshire (80%) gave a score of either 9 or 10 for Wales overall as a place to visit – the average score was 9.3/10 (cf. 9.2/10 All Wales mean score).

Wales exceeded expectations for almost half of visitors to Monmouthshire, with 47% saying that their trip was better than expected, while around half felt that their expectations had been met (51%). Only 1% of visitors to the region said that their trip was not as good as expected.

Virtually all visitors to Monmouthshire said they were likely to return in future (95%); 84% said they would definitely visit again, while 11% would probably visit

1 The National Eisteddfod in 2016 was held at the Castle Meadows in Abergavenny on 29 July – 6 August. All interviewing shifts at Abergavenny town Centre were conducted during that week.

Wales Visitor Survey 2016: Monmouthshire County 2 Council - Research Report

again. Only a very small proportion of visitors (5%) said they were not likely to make another visit to the region.

Reflecting the high levels of visitor satisfaction and strong likelihood of returning to Wales in future, virtually all visitors to Monmouthshire said that they would recommend it as a place to visit (96%).

Visits to the National Eisteddfod: A quarter of the visitors interviewed at the three town centres, who were asked the additional Monmouthshire specific questions, said they had visited the National Eisteddfod2. As would be expected, the proportion of visitors to the Eisteddfod was highest amongst visitors to Abergavenny town centre. Of those who had visited the Eisteddfod, over four in ten had been to the Monmouthshire on the Maes Marquee (45%), while over a fifth had visited the Vale of Usk Country Kitchen (22%).

Visitors who went to either or both the Vale of Usk Country Kitchen and Monmouthshire on the Maes Marquee were generally satisfied with their visit. 4/13 people who had visited the Vale of Usk Country Kitchen said they were very satisfied, giving a score of 9 or 10/10, while the other 9 visitors gave scores of between 7 or 8 / 10. Satisfaction with the Monmouthshire on the Maes Marquee was higher as 16/ 26 people, who had been, gave it a score of either 9 or 10/10, with the remainder giving the marquee a score of 6 to 8/10 (10 people). None of the visitors to either gave a score of less than 6 / 10.

Visitor expenditure in Monmouthshire: Visitors to the three town centres were asked how much approximately they had spent during their visit to Monmouthshire.

Staying visitors to the three town centres spent most money on their accommodation (an average of £436.28), although almost a quarter of staying visitors said they were not spending anything on accommodation, thereby suggesting that they were staying with friends or relatives.

The second highest average spend amongst all visitors to the three town centres in Monmouthshire was on leisure activities and attractions (£62.90).

Visitors spent least on travel in and around Monmouthshire, where the average spend was £23. This is because the majority of visitors to Monmouthshire travelled by private car so some of these visitors might not necessarily have factored in costs such as fuel or car running costs.

2 The National Eisteddfod in 2016 was held at the Castle Meadows in Abergavenny on 29 July – 6 August. All interviewing shifts at Abergavenny town Centre were conducted during that week.

Wales Visitor Survey 2016: Monmouthshire County 3 Council - Research Report

2. Aims and objectives

2.1 Aims and objectives

Beaufort was commissioned by Visit Wales to conduct the 2016 Wales Visitor Survey, to update findings from the 2013 wave of research and track any changes in the profile, attitudes and satisfaction of visitors to Wales. Three categories of visitors were covered: UK day visitors, UK staying visitors and overseas visitors.

Key objectives for the survey, across its two phases, were to:

a. Profile visitors to Wales (demographics, age, lifecycle, party size and gender and previous experience of visiting Wales) b. Analyse the motivations for choosing Wales, such as perceptions, past experiences, proximity etc. c. Find out details about the current trip – e.g. location, activities undertaken, transport used to and within Wales, accommodation stayed in (if applicable) d. Investigate attitudes and obtain ratings in respect of the Welsh visitor experience, including systematically for a range of tourism-related facilities and also ‘sense of place’ and related issues e. Compare pre-visit expectations and attitudes to the actual experience f. Investigate factors such as future intentions to visit and likelihood of recommending g. Profile information usage in visit planning.

Local authorities, tourism partnerships and tourism organisations across Wales were offered the opportunity to buy in to the 2016 Visitor Survey by boosting the number of interviews at specific locations, adding new interviewing locations or adding area-specific questions to measure particular local elements of the visitor experience.

This summary report focuses on interviews conducted within the County of Monmouthshire, at the following locations:

• Abergavenny Town Centre • Chepstow Town Centre • Monmouth Town Centre • Tintern Abbey

Details of all core Visit Wales and partner buy-in interviewing locations can be found in Appendix I.

Wales Visitor Survey 2016: Monmouthshire County 4 Council - Research Report

3. Methodology

3.1 Overview of approach

Interviewing for the 2016 Wales Visitor Survey took place in two stages:

1. Stage 1: Face-to-face survey: Interviews were conducted with adults aged 16+ who were on a non-routine trip to the area (day trip or staying visitor). General demographic information such as age, gender, social class, ethnicity, disability, residence and composition of the visiting party was gathered in a short face-to-face survey, as well as awareness of advertising, marketing and publicity for Wales (pre-visit). 681 interviews were conducted at Stage 1 across 4 locations within Monmouthshire.

2. Stage 2: Follow-up telephone survey: A longer, more in-depth interview was conducted by telephone with a sample of visitors interviewed at Stage 1, after their visit ended. This gathered feedback, post-visit, on their experience as a whole, including perceptions of Wales as a tourism destination, likelihood to revisit and whether they would recommend Wales to friends and relatives. A total of 344 telephone interviews were conducted with visitors to Monmouthshire. The specific questions about Monmouthshire, which were included in the survey by Monmouthshire County Council, were only asked of those who were interviewed at the three town centres.

The data was weighted at the analysis stage to reflect the proportion of UK day, UK staying and overseas visitors within the region.

Fieldwork took place between 11 June and 3 November 2016.

3.2 Samples achieved at Stages 1 and 2 in Monmouthshire

Table 2: Locations Stage 1 Stage 2 Interviews Interviews Abergavenny Town Centre 134 81 Chepstow Town Centre 169 84 Monmouth Town Centre 139 64 Tintern Abbey 239 115 TOTAL 681 344

Wales Visitor Survey 2016: Monmouthshire County 5 Council - Research Report

4. Research findings

4.1 Visitor profile

The proportion of visitors to Monmouthshire coming from England, Scotland and Northern Ireland was similar to the proportion of visitors who came from parts of Wales (48% and 45% respectively). Conversely, the majority of visitors to sites across Wales were from Wales but Monmouthshire’s proximity to England would explain the higher number of English visitors. Abergavenny town centre had a much higher proportion of Welsh visitors (84% compared to 45% overall), while the majority of visitors to Tintern Abbey and Chepstow were from England (63% and 52% respectively). Only 7% of visitors to the Monmouthshire sites were from overseas; however, this is higher than the average across the whole of Wales (only 4% of visitors are from overseas).

The split in the gender of visitors to the Monmouthshire sites is more even than the All Wales average, which is skewed more towards female visitors.

The age profile of visitors to Monmouthshire was slightly older than the All Wales average, as almost half of all the visitors to the sites in Monmouthshire were 55 or older (49%) compared to 38% on average across Wales. Over a fifth (22%) of visitors to Wales were aged 16 - 34, while the proportion of younger visitors to Monmouthshire was slightly lower (17% aged 16-34). Chepstow town centre was the site that attracted younger visitors the most (23% aged 16-34 compared to 17% overall) and Monmouthshire town centre had the fewest visitors aged under 34 (10%).

Of note is the high prevalence of ABC13 visitors: these make up nearly three quarters of the visitors to Monmouthshire (74%), while C2DE visitors account for just over a quarter (26%). These proportions are slightly different to the All Wales average where the proportion of ABC1s is lower, although still very high (68%); this might be because visitors to Monmouthshire tend to be older and are more likely to come from outside Wales.

3 Socio-economic classification is determined by establishing an individual’s job title and position and social grades are defined as follows: AB: Higher and intermediate managerial, administrative and professional occupations C1: Supervisory, clerical and junior managerial, administrative and professional occupations C2: Skilled manual workers DE: Semi-skilled and unskilled manual workers, state pensioners, casual and lowest grade workers, unemployed with state benefits only

Wales Visitor Survey 2016: Monmouthshire County 6 Council - Research Report

Monmouthshire ALL WALES Table 3: Demographic profile of visitors % % Area of residence Wales 45 59 Rest of the UK 48 37 Overseas 7 4 Gender Male 48 44 Female 52 56 Age 16 - 24 years 6 7 25 – 34 years 11 15 35 – 44 years 14 20 45 – 54 years 20 19 55 - 64 years 24 18 65+ years 25 20 Social grade AB 35 32 C1 39 36 C2 18 20 DE 8 13 Welsh speaking Fluent 9 7 Non-fluent 5 7 Non-Welsh speaker 86 85 Ethnicity White Welsh / British 88 89 White other 9 6 Non-white / other 3 4 Bases = Stage 1 2016: All Wales (6,652); Monmouthshire (681). NB percentages may not add to up to 100% due to rounding.

Most visitor groups to the Monmouthshire sites are either couples or families with young children (35% and 23% respectively). This broadly reflects the All Wales profile, although couples make up a higher proportion of visitors to the area than is the case for Wales overall, while families with young children, in contrast, make up a lower proportion than for Wales overall. A further 14% are visiting with friends (higher than for Wales as a whole), while 9% visit alone. The average number of people in each visiting party is 3.2 (2.6 adults and 0.6 children), all of which are slightly lower than the All Wales average of 3.7 (2.7 adults and 1.0 children).

Over a third of staying visitors to Monmouthshire were either first time visitors to Wales or new to this part of Wales (34%), which is in line with the rest of Wales (at

Wales Visitor Survey 2016: Monmouthshire County 7 Council - Research Report

36%). The average number of visits to Wales / this part of Wales was 4.2 in the last 3 years (exactly the same as the all Wales average).

However, day visitors were much more likely to be frequent visitors, having taken on average 10.8 visits to Wales / this part of Wales in the last year. However, this is slightly lower than the average across Wales (13.1) – see Table 4 below. Table 4: Group type and frequency of Monmouthshire ALL WALES visiting % % Type of visiting party Couple 35 28 Family with young children 23 32 Friends 14 12 Visiting alone 9 8 Family without children 7 7 Family with older children 7 5 Family with younger and older children 2 3 Organised group / society 2 2 Other 1 1 Refused <1 1 Average size of party Average number of adults 2.6 2.7 Average number of children 0.6 1.0 Average total number of people 3.2 3.7 Frequency of visiting in last three years (Staying visitors) Stage 2 bases in brackets (Base = 155) (Base = 1,937) Once 34 36 2 – 3 times 28 29 4 – 6 times 20 16 7 – 10 times 7 6 More than 10 times 10 12 Don’t know 1 <1 AVERAGE 4.2 4.2 Frequency of visiting in last year (Day visitors) Stage 2 bases in brackets (Base = 189) (Base = 1,527) Once 23 13 2 – 3 times 16 12 4 – 6 times 13 15 7 – 10 times 10 10 11 – 20 times 7 13 More than 20 times 30 35 Don’t know 2 2 AVERAGE 10.8 13.1 Bases = Stage 1 2016: All Wales (6,652); Monmouthshire (681). NB percentages may not add to up to 100% due to rounding.

Wales Visitor Survey 2016: Monmouthshire County 8 Council - Research Report

4.2 Trip profile

The vast majority of visitors to Monmouthshire were on a day trip when interviewed (94%); this was higher than the All Wales average of 88%. Almost half of the day visitors lived in Wales (49%), and a similar proportion (46%) of day visitors to Monmouthshire came from England, Scotland and Northern Ireland (England mainly). Only 5% of day visitors lived abroad.

The remaining 6% of visitors to Monmouthshire were staying in Wales, most commonly on a short break (3%). The proportion of staying visitors interviewed in Monmouthshire was lower than among visitors to Wales as a whole (12%). However, visitors were staying in Monmouthshire for slightly longer than across Wales as the average number of nights stayed in Monmouthshire was 6.7 (cf. 6.0 across Wales) – see Figure 1 below.

Fig 1: Type of break / holiday

94 Monmouthshire All Wales % 88

Average number of nights stayed in Wales:

All Wales = 6.0 Monmouthshire = 6.7

6 4 3 1 1 2 <1 <1 <1 <1 Day trip Main holiday Secondary Short break Other Don't know holiday Bases = Stage 2 2016: All Wales (3,464); Monmouthshire (344) NB percentages may not add to up to 100% due to rounding.

Wales Visitor Survey 2016: Monmouthshire County 9 Council - Research Report

4.3 Motivations for visiting and activities undertaken

4.3.1 Reasons for visiting

Visitors to Monmouthshire were most likely to have come to the area to visit places, historical / religious sites and attractions (60%), higher than was the case among visitors to Wales as a whole (51%). This is probably higher across Monmouthshire than the All Wales average because of the interviewing locations selected in the county, for example Tintern Abbey. They were also more likely to give shopping as a reason for visiting (at 20% compared with 12% overall) or to mention attending an event, concert or sporting event (at 18% compared with 9% overall). Again this is because three out of the four interviewing locations in Monmouthshire were town centres and the proportion of visitors saying they were visiting an event will be higher because interviews were conducted in Abergavenny town centre during the week the National Eisteddfod was being held there (56% said this in Abergavenny).

Conversely, Monmouthshire visitors were less likely to say they had come to enjoy the landscape / countryside / beach than was the case for Wales overall (40% of Monmouthshire visitors compared with 56% overall) or to take part in outdoor or sporting activities (mentioned by 14% of Monmouthshire visitors compared with 25% overall) - see Figure 2 below.

Fig 2: Reasons for visiting Wales

% 60 To visit places / historical and religious sites / attractions 51

To enjoy the landscape / countryside / beach 40 56 20 To shop 12

To attend an event / concert / performance / sporting 18 event 9 Monmouthshire To visit friends or relatives 17 All Wales 16 14 To take part in outdoor or sporting activities 25

For a city break / visit to a large town 11 8 Business trip / work purposes 3 1 2 Day trip 1

Others 4 8 Base = Stage 2 All Wales (3,464), Monmouthshire (344) NB: percentages do not add up to 100% as more than one response possible

Wales Visitor Survey 2016: Monmouthshire County 10 Council - Research Report

4.3.2 Main activities undertaken while in Wales

Looking in more detail at the specific activities undertaken by visitors interviewed in Monmouthshire, the four most popular activities were visiting a castle or historic attraction (44%), general sightseeing (30%), visiting a museum or heritage centre and visiting a religious site (20% for each). Mentions of visiting castles / historic attractions and museums / heritage centres were higher than for Wales as a whole again because of Tintern Abbey and Chepstow Castle.

Arts and cultural festivals, and more specifically the Eisteddfod, were also popular, with roughly one in eight Monmouthshire visitors attending (12%), this rose to just over half of visitors to Abergavenny town centre. Outdoor activities were also relatively popular, with around one in ten visiting a country park or a nature based attraction (11% for each) or walking more than two miles (9%). However, these were lower than for Wales overall (at 22%, 13% and 14% respectively).

The most popular individual activities undertaken by visitors to Monmouthshire reflect the characteristics of the area and the profile of its attractions – see Table 5 below for more details.

Table 5: Most popular individual activities Monmouthshire ALL WALES % % Castle or other historic attraction 44 24 General sightseeing 30 27 Visit a museum or heritage centre 20 19 Visit a religious site 20 7 Arts / cultural festival / Eisteddfod 12 3 Visit country parks / forest parks 11 22 Visit a nature-based attraction 11 13 Walking more than 2 miles 9 14 Visit an industrial heritage attraction 8 7 Visit the beach 7 23 Visit gardens 7 14 Visit an art-gallery or exhibition 6 5 Wildlife watching 5 7 Visit a wildlife attraction / nature reserve 5 10 Walking less than 2 miles 3 6 Bases = Stage 2 2016: All Wales (3,464); Monmouthshire (344)

Wales Visitor Survey 2016: Monmouthshire County 11 Council - Research Report

4.4 Satisfaction with overall experience, revisiting and recommending

4.4.1 Satisfaction with Wales as a place to visit

Visitors to Monmouthshire were highly satisfied with their visit, as was the case among visitors across Wales. On a scale of 1 to 10, where 1 was ‘very dissatisfied’ and 10 was ‘very satisfied’, eight out of ten visitors to Monmouthshire (80%) gave a score of either 9 or 10 for Wales overall as a place to visit – the average score was 9.3/10 (cf. 9.2/10 All Wales mean score).

A further 20% gave more moderate scores of between 5 to 8 / 10, but none of the visitors to any of the sites in Monmouthshire were dissatisfied with their visit – see Figure 3 below.

Fig 3: Satisfaction with visit overall

% Very satisfied (score 9~10) Moderately satisfied (score 5~8) Not satisfied (score 1~4) Mean: 9.3/10 Mean: 9.2/10

76 80

23 20 <1 Monmouthshire All Wales

Bases = Excludes don’t know / not applicable responses: Stage 2 2016: All Wales (3,373); Monmouthshire (337) NB percentages may not add to up to 100% due to rounding.

Visitors to Tintern Abbey and Chepstow town centre were most likely to be very satisfied as over eight in ten visitors gave a score of 9 or 10 / 10 (85% and 83% respectively). Abergavenny town centre had slightly lower satisfaction scores as almost three in ten visitors gave moderate scores (28%) but the mean score for Abergavenny was still 9.0.

Wales Visitor Survey 2016: Monmouthshire County 12 Council - Research Report

4.4.2 Expectations

Wales exceeded expectations for almost half of visitors to Monmouthshire, with 47% saying that their trip was better than expected (rising to 54% amongst visitors to Tintern Abbey). Around half felt that their expectations had been met (51%); this rose to 72% amongst visitors to Monmouth town centre (who may be more familiar with what the town has to offer as the average number of repeat visits was highest amongst day visitors here). Only 1% of visitors to the region said that their trip was not as good as expected.

Expectations about their trip amongst visitors to Monmouthshire generally mirrored those of visitors across the whole of Wales, but slightly fewer said it was much better than expected in Monmouthshire (22% compared to 27% across Wales)- see Figure 4 below.

Fig 4: Whether trip to Wales lived up to expectations

%

Much better than expected 22 27 A little better than expected

25 19 About what I expected

Not quite as good as expected

51 50 Nothing like as good as expected

Don't know 1 2 Monmouthshire All Wales

Bases = Stage 2 2016: All Wales (3,464); Monmouthshire (344) NB percentages may not add to up to 100% due to rounding.

Wales Visitor Survey 2016: Monmouthshire County 13 Council - Research Report

4.4.3 Returning to Wales in future

Virtually all visitors to Monmouthshire said they were likely to return in future (95%); 84% said they would definitely visit again, while 11% would probably visit again. These proportions reflect similar findings across the whole of Wales. Only a very small proportion of visitors (5%) said they were not likely to make another visit to the region – see Figure 5 below.

Fig 5: Likelihood of revisiting

%

Definitely will

Probably will

84 86 Probably won't

Definitely won't

Don't know 11 9 2 12 3 2 Monmouthshire All Wales

Bases = Stage 2 2016: All Wales (3,464); Monmouthshire (344) NB percentages may not add to up to 100% due to rounding.

As might be expected, visitors who lived in Wales were most likely to say that they would definitely visit again (91%), although 84% of visitors from the rest of the UK and 35% of overseas visitors to the area said the same.

Similarly, 90% of repeat visitors said they would definitely visit again. However, 71% of new visitors also said that they would definitely return to Wales for another visit.

Wales Visitor Survey 2016: Monmouthshire County 14 Council - Research Report

4.4.4 Recommendation

Reflecting the high levels of visitor satisfaction and strong likelihood of returning in future, virtually all visitors to Monmouthshire said that they would recommend Wales as a place to visit (96%); 92% would definitely recommend, and 4% would probably recommend the country to friends and family. Only 4% said that they would not recommend Wales as a place to visit.

Again, the findings for Monmouthshire are very similar to those for the whole of Wales – see Figure 6 below.

Fig 6: Likelihood of recommending Wales

%

Definitely would

Probably would

92 95 Probably wouldn't

Definitely wouldn't

Don't know

41 3 3 2 <1 Monmouthshire All Wales

Bases = Stage 2 2016: All Wales (3,464); Monmouthshire (344) NB percentages may not add to up to 100% due to rounding.

Visitors from England, Scotland and Northern Ireland were more likely to say they would not recommend Wales as a place to visit compared to visitors from Wales and overseas. Therefore, the proportion saying they would not recommend Wales were slightly higher Tintern Abbey or Chepstow, as these two sites have a higher proportion of visitors from these countries (5% for each, compared to only 2% of visitors to the other town centres at which interviewing was carried out).

Wales Visitor Survey 2016: Monmouthshire County 15 Council - Research Report

4.5 Monmouthshire specific questions

4.5.1 Visits to the National Eisteddfod

Visitors to the three town centres where interviewing took place (i.e. Abergavenny, Chepstow and Monmouth) were asked whether they had visited the National Eisteddfod during their visit to Monmouthshire.

A quarter of the visitors interviewed at the three locations had visited the Eisteddfod. As would be expected, the proportion of visitors to the Eisteddfod was highest amongst visitors to Abergavenny town centre because of the town’s proximity to the Maes and all the interviewing shifts were conducted during the week that the Eisteddfod was held.

Visitors who had attended the National Eisteddfod were asked whether they had specifically visited stands / marquees which were organised by the County of Monmouthshire while at the Eisteddfod.

Over four in ten visitors who had been to the Eisteddfod said they had visited the Monmouthshire on the Maes Marquee (45%), while over a fifth had visited the Vale of Usk Country Kitchen (22%).

However, almost one in four had not visited either and a sizable minority (12%) said they could not remember.

Fig 7: Visits to the National Eisteddfod and to the stalls / marguees organised by Monmouthshire at the Eisteddfod

Did you go to the National Eisteddfod Did you go to ‘Vale of Usk Kitchen’ or ‘Monmouthshire during your visit? on the Maes’ while you were there?

Don’t know % % Yes - Vale of Usk 6 12 25 Yes - Monmouthshire on the 29 Yes Maes

Yes - both 16 No

No 38 62

Dk 12

Base = Visitors to three town centres in Monmouthshire Base = those who visited the Eisteddfod (64) NB: responses may (229); NB: responses may not add up to 100% because not add up to 100% as more than one response possible of rounding

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 16

4.5.2 Satisfaction with Monmouthshire’s offering at the Eisteddfod

Visitors who went to either or both the Vale of Usk Country Kitchen and Monmouthshire on the Maes Marquee were generally satisfied with their visit.

On a scale of 1 to 10, where 1 was ‘not at all satisfied’ and 10 was ‘very satisfied’, 4/13 people who had visited the Vale of Usk Country Kitchen said they were very satisfied, giving a score of 9 or 10/10, while the other 9 visitors gave scores of between 7 or 8 / 10. None of the visitors to the Country Kitchen gave a score of less than 7/10.

Satisfaction with the Monmouthshire on the Maes Marquee was higher as 16/ 26 people who had been gave it a score of either 9 or 10/10, with the remainder giving the marquee a score of 6 to 8/10 (10 people). Again, none of the visitors to the marquee gave a score of less than 6 / 10 so the mean score was 8.8/10

4.5.3 Visitor expenditure in Monmouthshire

Visitors to the three town centres were asked how much approximately they had spent during their visit to Monmouthshire on each of the following: • Accommodation • Leisure activities and attractions • Food and leisure • Transport in and around Monmouthshire Table 6: Visitor expenditure in Monmouthshire Spend % Accommodation Activities Food and Transport and Leisure attractions Base sizes Staying visitors to All visitors to All visitors to All visitors to the three town the three town the three the three centres Base = 101 centres town centres town centres Base = 229 Base = 229 Base = 229 Nothing 24 37 13 45 £1 - £10 4 7 12 £11 - £20 4 14 7 £21 - £30 2 6 10 4 £31 - £40 3 6 2 £41 - £50 6 7 3 £51 - £100 6 10 12 1 £101 - £200 13 4 3 - £201 - £500 14 <1 2 - £500 - £1,000 9 - - - £1,001 + 3 - - - Don’t know 30 26 26 26 Mean (excluding £436.28 £62.90 £58.88 £23.00 nothing)

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 17

As can be expected, staying visitors to the three town centres spent most money on their accommodation (average of £436.28), although almost a quarter of staying visitors said they were not spending anything on accommodation, thereby suggesting that they were staying with friends or relatives.

The second highest average spend was on leisure activities and attractions (£62.90). Over a third (37%) of visitors said they had not spent anything suggesting that the activities undertaken during their visit were free. However, over one in ten (14%) said they spent over £50 on activities and attractions in the area.

Visitors spent least on travel in and around Monmouthshire, where the average spend was £23. This is because the majority of visitors to Monmouthshire travelled by private car so some of these visitors might not necessarily have factored in costs such as fuel or car running costs.

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 18

Appendix I: Detailed list of survey locations

Table 12: Individual survey locations by region of Wales Region Attraction Partner buy-in organisation (if applicable) North Wales Anglesey Sea Zoo Bala / Llyn Tegid Snowdonia National Park Beaumaris Town Centre Beddgelert Snowdonia National Park Betws-y-Coed Caernarfon Town Centre Conwy Town Centre Dolgellau Snowdonia National Park Erddig Holyhead Ferry Terminal / Anglesey County Council Station Llanberis Llandudno Promenade Llangollen Town Centre Pontcysyllte Aqueduct Porthmadog Town Centre Rhyl Promenade Wepre Country Park Wrexham Town Centre Aberaeron Mid Wales Aberystwyth Promenade Brecon Town Centre Cardigan Town Centre Devil's Bridge Elan Valley Visitor Centre Knighton / Presteigne Lake Vyrnwy Powys County Council Machynlleth National Library of Wales New Quay Powis Castle Rhayader Powys County Council Storey Arms Welshpool Town Centre

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 19

Region Attraction Partner buy-in organisation (if applicable) Aberdulais Falls West Wales Afan Forest Park Fishguard Town Centre Margam Park National Botanic Garden of Wales National Waterfront Museum Newton House, Dinefwr Pembrey Country Park Rhossili, Gower St David's Town Centre Tenby Town Centre Monmouthshire County Abergavenny Town Centre Council South Wales Barry Island Seafront Big Pit National Mining Museum South East Wales Tourism Bike Park Wales Group Blaenafon Iron Works Brecon Mountain Railway Bryn Bach Park Caerleon Roman Baths Caerphilly Castle Cardiff Castle Chepstow Town Centre Cosmeston Country Park Cwmcarn Forest Drive South East Wales Tourism Cyfartha Castle Group Dare Valley Country Park South East Wales Tourism Festival Park Group Llancaiach Fawr Manor Millennium Centre / Bay Monmouthshire County Monmouth Town Centre Council National Museum Cardiff Newport City Centre South East Wales Tourism Penarth Pier Group Porthcawl Promenade

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 20

Rhondda Heritage Park South East Wales Tourism Royal Mint Experience Group St Fagans National History Museum Tintern Abbey Tredegar House

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 21

Appendix II: Stage 1 survey questionnaire (face-to-face interviews)

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 22

B01613-1 FOR OFFICE USE TIME OF (7) DAY OF (8) WEATHER (9) ONLY INTERVIEW INTERVIEW VISIT WALES 10.00am – 12pm 1 Weekday 1 Sunshine 1 12.01pm – 2pm 2 Weekend 2 Cloud 2 VISITOR SURVEY 2016 2.01pm – 4pm 3 Bank Holiday 3 Rain 3 4.01pm – 6pm 4 Other 4

2 Museum Place, Case Point Cardiff CF10 3BG STAGE 1 (FINAL) (1-4) (5-6)

APPROACH ADULTS AGED 16+ - READ OUT

Hello, my name is ……… of Beaufort Research, an independent market research company working on behalf of Visit Wales. We are conducting a short, 5 minute survey among visitors here today, which will be followed by a telephone interview in a few weeks. Everything you say will be kept confidential.

Would you be willing to take part in both stages of the research?

IF NECESSARY, REASSURE NO SELLING INVOLVED AND INTERVIEWS CARRIED OUT IN ACCORDANCE WITH THE MARKET RESEARCH SOCIETY’S CODE OF CONDUCT

YES – willing to take part  CONTINUE NO – not willing to take part  THANK AND CLOSE

(IF STAYING VISITOR S3 – CODES 1 OR 2) S1 Firstly, do you speak Welsh? IF YES (10) Q1 How many nights in total will you is that? be staying in Wales? WRITE IN Yes – fluently…………………………… 1  S2 ______(14-15) Yes – but not fluently………………….. 2  S2 No……………………………………….. 3  S3 (ASK ALL) Q2 And are you visiting today with any pets? (16) (IF WELSH SPEAKER) CAN MULTI-CODE S2 We can conduct this interview in (11) English or Welsh – which would you Yes – dog/s 1 prefer? Yes – other pet/s 2 No 3 English…………………………………… 1 Q3 Which country do you live in? (17-20m) Welsh……………………………………. 2 Wales……………...... 1 Netherlands.. 8 (ASK ALL) - SHOWCARD A England…………...... 2 Belgium...... 9 S3 Which of these best describes the (12) Scotland…………..... 3 Spain…...... A reason for your trip here today? Northern Ireland……. 4 Italy………… B Republic of Ireland… 5 USA………... C Part of a holiday, staying in Wales France………………. 6 Canada...... D away from home……………………… 1  Q1 Germany……………. 7 Australia…… E Part of a holiday to visit friends or relatives, staying in Wales away from Europe other (specify) home…………………………………….. 2  Q1 ______Day visit to / in Wales – for a day trip / Outside Europe other (specify) outing / non-routine visit……………….. 3  S4 ______Day visit to / in Wales – for routine

CHECK QUOTAS AND CONTINUE THANK business or routine shopping………….. 4 (IF LIVE IN WALES) AND On business…………………………….. 5 CLOSE Q4 In which local authority area do you live? (21) For study……………………………….. 6 Other…………………………………….. 7 Anglesey………… 1 Merthyr Tydfil… C Blaenau Gwent…. 2 Monmouthshire. D (IF DAY VISITOR S3 – CODE 3) Bridgend………… 3 Neath Port Talbot E S4 Can I just check, will you be spending (13) Caerphilly……….. 4 Newport…………. F three hours or more away from home Cardiff…………… 5 Pembrokeshire…. G or your accommodation as part of your Ceredigion………. 6 Powys……………. H visit today – including travel? Carmarthenshire.. 7 Rhondda Cynon Taf I Conwy…………… 8 Swansea…………... J Yes……………………………………….. 1  Q2 Denbighshire…… 9 Torfaen…………..… K No………………………………………… 2 CLOSE Flintshire………… A Vale of Glamorgan.. L Gwynedd………… B Wrexham………….. M

B01613 Visit Wales Visitor Survey 2016 – Stage1 (FINAL) 1 (IF LIVE OUTSIDE OF WALES) Q11 Marital status (33) Q5 Is this your first visit to Wales? (22) Married or equivalent…………………….. 1 Yes……………………………………………….. 1 Single, never married……………………. 2 No………………………………………………… 2 Widowed, divorced or separated……….. 3 Don’t know / can’t remember…………..……… 3 Q12 Are there any children under the age (34) (IF LIVE IN WALES) of 15 in your household who you are Q6 Is this your first visit to this part of Wales? (23) responsible for (as parent, legal guardian)? Yes……………………………………………….. 1 No………………………………………………… 2 Yes…………………………………………. 1 Don’t know / can’t remember…………..……… 3 No………………………………………….. 2

(ASK ALL) – SHOWCARD B Q13 Working status (36) Q7 Which of the following best describes your (24) party on this visit? Working full time (30+ hrs per week)…… 1 SINGLE CODE Working part time (> 29 hrs per week)…. 2 Full time education……………………….. 3 Visiting alone………………………………….… 1 Retired…………………………………….. 4 A couple…………………………………………. 2 Looking after the home………………….. 5 Family – with young children………………….. 3 Full time carer…………………………….. 6 Family – with older children…………………...... 4 In training………………………………….. 7 Family – with young and older children……...... 5 Other………………………………………. 8 Family – without children………………………. 6 Friends…………………………………………… 7 Q14 Status in household (37) Organised group / society……………………… 8 READ OUT - The Chief Income Other…………………………………………….. 9 Earner is the member of the household with the largest income, Q8 How many people are in your visitor whether from employment, pensions, party today, including yourself? state benefits, investments or any WRITE IN NO. OF ADULTS & CHILDREN other source. ADULTS CHILDREN Chief income earner…………………….. 1 Other adult (aged 16+)…………………... 2 (25-27) (28-30) Q15 Occupation of Chief Income Earner Q9 Gender (31) (last job if retired)

Male………………………………………... 1 Actual job Female…………………………………….. 2 ______Position / grade Q10 Age (32) ______

16-19…………… 1 55-64………………. 6 Q16 Social grade (38) 20-24…………… 2 65-74………………. 7 25-34…………… 3 75-84………………. 8 AB………………………………………….. 1 35-44…………… 4 85+…………………. 9 C1………………………………………….. 2 45-54……………. 5 Refused…………… A C2………………………………………….. 3 DE………………………………………….. 4

B01613 Visit Wales Visitor Survey 2016 – Stage1 (FINAL) 2 SHOWCARD C SHOWCARD E (44-47m) Q17 What is your ethnic group? (39) Q19 Have you seen or heard any of these types of advertising, marketing and White British……………………………………………. 1 publicity for Wales before your visit White Welsh……………………………………………. 2 today? Other White...………………………………..………… 3 CAN MULTI-CODE White and Black Caribbean…………………..……… 4 White and Black African………………………………. 5 TV advertising……………………….... 1 White and Asian……………………………………….. 6 TV programme……………………….. 2 Other Mixed.………………………………...…………. 7 Cinema advertising…………………… 3 Indian…………………………………………..……….. 8 Radio advertising or programmes….. 4 Pakistani…..;…………………………………..………. 9 Read an article in a newspaper or Bangladeshi..…………………………………...……… A magazine (print or online)……………. 5 Other Asian..…………………………..……………….. B Saw an adverts, flyer or supplement Caribbean….………………………………..…………. C in a newspaper / magazine………….. 6 African………………………………………..…………. D Outdoor advertisements (eg posters, Other Black………………………………..……...... E bus sides, airports, stations)………… 7 Chinese……………………………………..………….. F Online ads (inc. still or moving ads)… 8 Other ……………………………………..…………….. G Social media (online e.g. Facebook, SHOWCARD D Twitter etc.)……………………………. 9 Q18 Do you or does anyone else in your party The official tourist board website have any of the following conditions or www.visitwales.com...... A impairments? You can tell me the letter Other websites (e.g. TripAdvisor)…… B next to each one if you prefer. (40-43m) Word of mouth / conversations with CAN MULTI-CODE others in person………………………. C Direct mail / flyer……………………… D A Mobility impairment (wheelchair user).……………… 1 Email newsletter………………………. E B Mobility impairment (non-wheelchair user)…………. 2 Other…………………………………… F C Blind…………………………………………………….. 3 None of these………………………… G D Partially sighted………………………………………... 4 E Deaf……………………………………………………... 5 F Partial hearing loss……………………...…………….. 6 G Learning difficulties……...…………………………….. 7 H Long-term illness (e.g. AIDS, arthritis, cancer, 8 diabetes)……………………………………………..…. None of these ………………..………………………... 9 READ OUT: We will be calling you in a few weeks to ask you a few more questions about your trip. Can I please take a landline telephone number for the follow-up telephone interview? Can I also take a mobile number, as a back-up?

RECORD CONTACT DETAILS BELOW - READ THESE BACK TO CHECK REMIND CONTACT DETAILS WILL ONLY BE USED FOR PURPOSES OF RESEARCH

Name:______

Telephone number: LANDLINE ______MOBILE______

IF OVERSEAS – RECORD COUNTRY (ASK WHICH STATE THEY LIVE IN IF USA):______

THANK YOU FOR YOUR TIME – WE WILL CALL YOU IN A FEW WEEKS – PROVIDE LEAFLET

Interviewer Declaration: I declare that I have conducted this interview face to face with the above named person (who is unknown to me) according to your instructions: Signature Date of Interview (dd/mm)

(49)(50)(51)(52)

WRITE IN YOUR INTERVIEWER NUMBER (53) (54) (55) (56) QUOTA (57) B01613 Accompanied Yes 1 Supervisor signature: UK DAY 1 No 2 UK STAYING 2

OVERSEAS STAYING 3 OVERSEAS DAY 4

B01613 Visit Wales Visitor Survey 2016 – Stage1 (FINAL) 3 Appendix III: Stage 2 survey questionnaire (telephone interviews)

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 23

B01613-2 Visit Wales Visitor Survey Stage 2 Telephone Survey Questionnaire (FINAL)

CASE NUMBER (FROM STAGE 1) CONTACT NAME: TELEPHONE NUMBER: WELSH SPEAKER: SITE NAME (FOR QUESTION WORDING): UK DAY / UK STAYING / OVERSEAS DAY / OVERSEAS STAYING (FOR QUOTA AND ROUTING): COUNTRY OF RESIDENCE (FOR QUESTION WORDING):

READ OUT: Hello, my name is ______and I’m calling from Beaufort Research. Thank you for taking part in a short interview for Visit Wales a few weeks ago at [INSERT SITE NAME]. Now that you’ve returned home we’re calling to carry out the follow-up interview about your visit in Wales. This will take around 15 minutes to complete. IF NECESSARY ADD: Everything you tell us will be kept confidential. The survey is being conducted strictly in accordance with the Market Research Society Code of Conduct.

CHECK SPEAKING TO NAMED CONTACT. IF UNABLE TO TAKE PART IMMEDIATELY MAKE APPOINTMENT

S1: IF WELSH SPEAKER FROM SAMPLE: Can I just check, would you like to conduct this interview in English or Welsh?

English Welsh

SECTION 1 – VISITING WALES

ASK IF STAYING VISITOR (FROM SAMPLE) Q1 How many times in the last three years have you taken a leisure break or holiday in Wales, including the recent trip when we interviewed you? READ OUT AS NECESSARY

Once in three years 2 – 3 times 4 – 6 times 7 – 10 times More than 10 times

Don’t know / can’t remember

ASK IF DAY VISITOR (FROM SAMPLE) Q2 How many times in the last year have you taken a day trip in/to Wales [use wording 1 if live in Wales / wording 2 if live outside Wales), including the recent trip when we interviewed you? READ OUT AS NECESSARY

Once in the last year 2 – 3 times 4 – 6 times 7 – 10 times 11 – 20 times More than 20 times

Don’t know / can’t remember

1

ASK IF STAYING VISITOR (FROM SAMPLE) Q3 What type of trip was your recent trip in/to Wales [use wording 1 if live in Wales / wording 2 if live outside Wales)? READ OUT

Main holiday of the year Secondary / additional holiday Short break Other (please specify)

Don’t know / can’t remember

ASK IF STAYING VISITOR (FROM SAMPLE) Q4 Did you stay in any other countries (in Europe) besides Wales on your recent trip?

Yes – England  Q5 Yes – Scotland  Q5 Yes – NI  Q5 Yes – Ireland  Q5 Yes – other European country/ies (please specify)  Q5 No, just stayed in Wales  Q7

Don’t know / can’t remember  Q7

ASK IF YES AT Q4 Q5 How many nights did you stay in any other countries besides Wales during your recent trip? WRITE IN NUMBER

______

Don’t know / can’t remember

ASK IF YES AT Q4 Q6 Which one of the following statements best applies to your trip? READ OUT – SINGLE CODE

1. Wales was my main holiday destination 2. Another UK country was my main holiday destination 3. Another European country was my main holiday destination 4. I toured around the UK and Europe, visiting several different countries

Don’t know / can’t remember

ASK ALL STAYING VISITOR (FROM SAMPLE) Q7 And thinking about your time in Wales, were you based in one location during your recent visit or did you stay overnight in several places or tour around the country? SINGLE CODE

Based in one location Stayed overnight in several places / toured around

Don’t know / can’t remember

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SECTION 2 – TRAVELLING IN AND AROUND WALES

ASK IF OVERSEAS VISITOR (FROM SAMPLE) Q8 What was your main method of transport to reach Britain? SINGLE CODE - RECORD DETAILS OF STATION / FERRY PORT / AIRPORT

Train – including Channel Tunnel (specify arrival station) ______Ferry – car passenger (specify arrival port) ______Ferry – foot passenger (specify arrival port) ______Plane (specify arrival airport) ______Other (please specify how and where arrived) ______

Don’t know / can’t remember

ASK IF DAY OR STAYING VISITOR FROM OUTSIDE WALES (FROM SAMPLE) Q9 What was your main method of transport to reach Wales? READ OUT AS NECESSARY - SINGLE CODE - RECORD IN COLUMN A

ASK ALL Q10 What method/s of transport did you use to get around Wales [IF STAYING VISITOR] / to get to [SITE NAME] on the day we interviewed you [IF DAY VISITOR]? READ OUT AS NECESSARY - CODE ALL MENTIONED – COLUMN B Q9 Q10 Column A Column B (Single) (Multi) Private car or van Hired car or van Train Public bus or coach Private bus/coach excursion/tour Bike Motorbike On foot Taxi Water taxi or bus Boat or yacht Campervan or tourer Ferry – car passenger Ferry – foot passenger Plane (specify arrival airport) ______Other (please specify how and where arrived) ______Don’t know / can’t remember

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SECTION 3 – ACTIVITIES UNDERTAKEN

ASK ALL Q11 Which of the following were your reasons for visiting Wales [IF LIVE OUTSIDE OF WALES] / visiting the part of Wales where we interviewed you a few weeks ago [IF LIVE IN WALES]? READ OUT – CODE ALL MENTIONED – RECORD IN COLUMN A

IF MORE THAN ONE CODED AT Q11 ASK Q12 – POPULATE WITH RESPONSES FROM Q11 Q12 And which one was your main reason for visiting Wales / visiting the part of Wales where we interviewed you? READ OUT – SINGLE CODE – RECORD IN COLUMN B

To take part in outdoor or sporting activities (e.g. walking, cycling, fishing etc.)  Q13 To attend an event / concert / performance / sporting event  Q14 To enjoy the landscape / countryside / beach  Q15 To visit places / historical sites / religious sites / specific attractions / sightseeing  Q16 For a city break / visit to a large town  Q16 To shop To visit friends or relatives (including also special events such as weddings or graduations) To visit a spa or have a beauty or health treatment For genealogy / to trace my ancestry

Other (please specify) Don’t know / can’t remember

ASK IF CODE 1 AT Q11 Q13 Which of the following did you take part in during your trip? PROBE Any other outdoor or sporting activities? READ OUT – CODE ALL MENTIONED

Walking (less than 2 miles) Walking (more than 2 miles) Cycling Mountain biking Fishing - sea Fishing - course / game Golf Horse riding / pony trekking Adventure sports, e.g. canoeing, rafting, climbing or mountaineering Water sports Canal / boating trip Swimming (indoor or outdoor) Field sports e.g. hunting / shooting Other (please specify) Don’t know / can’t remember

ASK IF CODE 2 AT Q11 Q14 Which of the following did you attend during your trip? PROBE Any other events, concerts or sporting events? READ OUT – CODE ALL MENTIONED

Sporting event Live concert Theatre or cinema performance Arts / cultural festival / Eisteddfod Music festival Food / drinks festival Activity event e.g. walking festival, cycle race, charity run Other (please specify)

Don’t know / can’t remember

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ASK IF CODE 3 AT Q11 Q15a Which of the following did you do during your trip? PROBE Any other ways of enjoying the landscape / countryside / beaches? READ OUT – CODE ALL MENTIONED

Visit the beach  Q15b Visit country parks / forest parks Visit a wildlife attraction / nature reserve Visit gardens Guided walk Wildlife watching Other (please specify)

Don’t know / can’t remember

ASK IF VISITED A BEACH AT Q15a Q15b Certain beaches in Wales have received awards for quality and cleanliness, such as the Blue Flag Award, Green Coast Award and Seaside Award. How important are these awards to you when choosing a beach to visit? READ OUT – SINGLE CODE – INVERT SCALE BETWEEN RESPONDENTS

Very important Fairly important Not very important Not at all important

Don’t know

ASK IF CODE 4 OR 5 AT Q11 Q16 Which of the following did you visit during your trip? PROBE Any other places, historical sites, religious sites or attractions? READ OUT – CODE ALL MENTIONED

Museum or heritage centre Art gallery or exhibition Castle or other historic attraction Religious site (e.g. church, cathedral, monastery) Industrial heritage attraction (e.g. mill, factory) GO TO Q17 Animal-based attraction (e.g. farm, zoo) Nature-based attraction (e.g. gardens) Science / technology centre Scenic / steam / historic railway Theme / amusement park

A location associated with a TV series, film or literature General sightseeing Other (please specify) GO TO SECTION 4 Don’t know / can’t remember

5

ASK IF CODE 1-10 AT Q16 Q17 Thinking about the attractions you visited during your trip in Wales, how satisfied were you with the following aspects? Please use a scale of 1 to 10 where 1 = very dissatisfied and 10 = very satisfied. READ OUT – RANDOMISE ORDER OF STATEMENTS

• Your overall enjoyment • The service you received at them • Value for money • Standard of facilities • Range of attractions

1 – Very dissatisfied 2 3 4 5 6 7 8 9 10 – Very satisfied

Don’t know / can’t remember

SECTION 4 – EATING OUT

ASK ALL Q18 Did you eat out during your trip to/in Wales?

Yes  Q19 No  GO TO SECTION 5 Don’t know / can’t remember  GO TO SECTION 5

ASK IF YES AT Q18 Q19 How satisfied were you with your experience of eating out in Wales on a scale of 1 to 10 on the following dimensions, where 1 = very dissatisfied and 10 = very satisfied? READ OUT EACH DIMENSION – RANDOMISE ORDER

• Quality of food • Service • Value for money • Use of local or Welsh food on the menu • Range of places to eat

READ OUT 1 – Very dissatisfied 2 3 4 5 6 7 8 9 10 – Very satisfied

Don’t know / can’t remember

6

SECTION 5 – ACCOMMODATION

ASK IF STAYING VISITORS (FROM SAMPLE) Q20 During your stay in Wales, what type of accommodation did you mainly use? READ OUT AS NECESSARY - SINGLE CODE

Hotel B&B or Guesthouse Farmhouse Caravan (touring / campervan / motorhome) In rented static caravan In own static caravan Camping Self-Catering in rented house, villa, cottage, apartment or flat Serviced apartment Friend’s / relative’s home Someone else’s home on a commercial basis (e.g. airbnb) Own second home / time share Holiday camp/village Hostel Alternative accommodation, e.g. Yurt, Tee-Pee, Tree House, Hut, Ecopod etc. Boat Cruise ship University accommodation

Other(please specify) Don’t know / can’t remember

ASK IF STAYING VISITOR (FROM SAMPLE) Q21 In which Local Authority did you mainly stay in Wales? INSTRUCTION: If local authority is not known, please write in the name of the town or village SINGLE CODE

1. Anglesey 14. Neath Port Talbot 2. Blaenau Gwent 15. Newport 3. Bridgend 16. Pembrokeshire 4. Caerphilly 17. Powys 5. Cardiff 18. Rhondda Cynon Taff 6. Ceredigion 19. Swansea 7. Carmarthenshire 20. Torfaen 8. Conwy 21. Vale of Glamorgan 9. Denbighshire 22. Wrexham 10. Flintshire 23. Various 11. Gwynedd 12. Merthyr Tydfil Don’t know  SPECIFY NAME OF 13. Monmouthshire TOWN / VILLAGE

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ASK IF STAYING VISITOR (FROM SAMPLE) Q22 Thinking about the accommodation you stayed in during your trip to Wales, how satisfied were you with each of the following? Please use a scale of 1 to 10 where 1 = very dissatisfied and 10 = very satisfied. READ OUT EACH DIMENSION – RANDOMISE ORDER

• Quality • Service • Value for money • Overall satisfaction

READ OUT 1 – Very dissatisfied 2 3 4 5 6 7 8 9 10 – Very satisfied

Don’t know / can’t remember Not applicable

ASK IF STAYING VISITOR (FROM SAMPLE) Q23 How did you book your accommodation or package? DO NOT PROMPT – SINGLE CODE

Directly with the provider (phone / email / the provider's website) Through a third party online accommodation site (e.g. booking.com, expedia, laterooms.com) Through a deals site (e.g. Groupon, kgb, etc.) Through the www.visitWales.com website Through a travel agent or tour operator Through a tourist information centre Just turned up  SKIP Q24 Other (please specify)  SKIP Q24

Don't know / can’t remember  SKIP Q24

ASK IF STAYING VISITOR (FROM SAMPLE) AND BOOKED IN ADVANCE Q24 And did you…..? READ OUT – SINGLE CODE

Book accommodation and travel together via the same provider as part of a package Book accommodation and travel separately with different providers Book accommodation only – no travel booked

Don’t know / can’t remember

8

SECTION 6 – SOURCES OF INFORMATION AND MARKETING

ASK ALL Q25 In planning and gathering information for your recent trip in/to Wales [use wording 1 if live in Wales / wording 2 if live outside Wales), did you use online information sources, offline, or both? By offline, we mean sources of information not found on the internet. READ OUT – SINGLE CODE

Online sources only (e.g. websites, apps) Offline sources only (e.g. brochures, leaflets) Both online and offline sources Didn't use any information to plan

Don't know / can’t remember

ASK IF USED ONLINE SOURCES (1 OR 3 AT Q25) Q26 Did you use..? READ OUT – CODE ALL MENTIONED

Websites Apps Email Social media Other (please specify)

Don’t know / can't remember

ASK IF WEBSITE CODED AT Q26 Q27 Can you remember which types of website you or your party used to plan your trip before you went? DO NOT PROMPT – CODE ALL MENTIONED

Search engines, e.g. Google - can't remember which sites I ended up on though Tourism business website e.g. accommodation provider, attraction Visit Wales / national tourist board Regional or local authority Review site, e.g. Trip Advisor, Google Places Accommodation booking site, e.g. laterooms.com, booking.com, expedia, hotels.com Deals site, e.g. Groupon, moneysavingexpert.com Days out site, e.g. dayoutwiththekids.co.uk, daysout.co.uk Navigation site, e.g. Google maps, AA route planner Facebook / blog / social media in general Restaurant guide site Online newspapers Other (please specify)

Don’t know / can't remember

9

ASK IF USED OFFLINE SOURCES (CODES 2 OR 3 AT Q26) Q28 What offline sources of information did you or your party use before you went? DO NOT PROMPT – CODE ALL MENTIONED

Spoke to friends / relatives / colleagues Brochure from Visit Wales / national tourist board Brochure from local authority Leaflets Newspaper or magazine Guidebook Travel programme Advert on TV, radio or cinema Spoke to a travel agent Spoke to an accommodation provider Tourist Information Centre - by phone or email Other (please specify)

Don’t know / can't remember

ASK ALL Q29 Thinking now about information sources used during your trip in/to Wales, which one of the following best describes what you or your party used? READ OUT - SINGLE CODE

Online sources only (e.g. websites, apps) Offline sources only (e.g. brochures, leaflets) Both online and offline sources Didn't use any information during our trip

Don't know / can’t remember

ASK IF USED ONLINE SOURCES (1 OR 3 AT Q29) Q30 How did you or your party access online information during your trip? DO NOT PROMPT – CODE ALL MENTIONED

Mobile phone or other handheld device Own laptop Tablet Laptop or computer at friend's or relative's house Computer elsewhere (e.g. accommodation, internet cafe, TIC, library) Other (please specify)

Don’t know / can't remember

ASK IF USED ONLINE SOURCES (1 OR 3 AT Q29) Q31 Did you use..? READ OUT – CODE ALL MENTIONED

Websites Apps Email Social media Other (please specify)

Don’t know / can't remember

10

ASK IF WEBSITE CODED AT Q31 Q32 Can you remember which types of website you or your party used during your trip? DO NOT PROMPT – CODE ALL MENTIONED

Search engines - can't remember which sites I ended up on though Tourism business website e.g. accommodation provider, attraction Visit Wales / national tourist board Regional or local authority Review site, e.g. Trip Advisor, Google Places Accommodation booking site, e.g. laterooms.com, booking.com, expedia, hotels.com Deals site, e.g. Groupon, moneysavingexpert.com Days out site, e.g. dayoutwiththekids.co.uk, daysout.co.uk Navigation site, e.g. Google maps, AA route planner Facebook / blog / social media in general Restaurant guide site Online newspapers Other (please specify)

Don’t know / can't remember

ASK IF CODED 2 OR 3 AT Q29 Q33 What offline sources of information did you or your party use during your trip? DO NOT PROMPT – CODE ALL MENTIONED

Spoke to hosts (friends / relatives) Advice from accommodation provider Tourist Information Centre Brochure from Visit Wales / national tourist board Brochure from local tourist board Leaflets Local newspaper or magazine Guidebook Other (please specify)

Don’t know / can't remember

ASK ALL Q34 Have you seen or heard any advertising, marketing or publicity for ‘Year of Adventure 2016’? SINGLE CODE

Yes No

Don't know / can’t remember

11

IF YES AT Q34 Q35 To what extent did the ‘Year of Adventure 2016’ influence your decision to visit Wales? Please give me a number between 1 and 10 where 1 = ‘It had no influence at all’ and 10 = ‘It was the only reason I visited Wales’. SINGLE CODE

1 - No influence at all 2 3 4 5 6 7 8 9 10 – Only reason I visited

Don’t know / can’t remember

SECTION 7 – SUSTAINABILITY, SENSE OF PLACE AND OTHER ISSUES

ASK ALL Q36 How important is it to you that the accommodation you choose to visit is managed sustainably? By 'sustainably' we mean preserving the environment and being fair-trade. READ OUT – SINGLE CODE – INVERT SCALE BETWEEN RESPONDENTS

Very important Quite important Not very important Not at all important

Don’t know

ASK ALL Q37 To what extent do you agree or disagree with the statement “Wales represents a sustainable tourism destination for holidays and breaks”? READ OUT – SINGLE CODE – INVERT SCALE BETWEEN RESPONDENTS

Strongly agree Slightly agree Slightly disagree Strongly disagree

Don’t know

12

ASK ALL Q38 Thinking about your recent visit in/to Wales [use wording 1 if live in Wales / wording 2 if live outside Wales), did any of the following include aspects or features that were distinctively Welsh, or had a particular local character? READ OUT – CODE ALL MENTIONED – RANDOMISE LIST

Any accommodation you used Food and drink Events Visitor attractions Heritage sites Outdoor activities

Any others (please specify)

None of these Don’t know / can’t remember

ASK ALL Q39 And how important, or not, is it to you that..? READ OUT IN TURN – RANDOMISE ORDER

i) Your trip to/in Wales gives you an experience that is distinct to Wales and that you couldn't have anywhere else? ii) You can see or hear the Welsh language during your visit

INVERT SCALE BETWEEN RESPONDENTS Very important Quite important Not very important Not at all important

Don’t know

SECTION 8 – SATISFACTION / OVERALL EXPERIENCE

ASK ALL Q40 How satisfied were you with the following aspects of your trip to/in Wales on a scale of 1 to 10, where 1 = very dissatisfied and 10 = very satisfied? Instruction: code 'not applicable' if any don’t apply. READ OUT – RANDOMISE ORDER

1. Overall value for money 11. Sea water quality 2. Places to visit in Wales 12. Accessibility for people with a 3. Quality of the natural environment disability / long-term illness 4. Shopping 13. How pet–friendly you found it to 5. Feeling of welcome be 6. Cleanliness of streets 14. Quality and availability of public 7. Feeling of security transport 8. Cleanliness and availability of 15. Wales overall as a place to visit  public toilets ALWAYS COMES AT THE END 9. Standard of tourist signposting OF THE LIST 10. Cleanliness of beaches 7 SINGLE CODE 8 1 – Very dissatisfied 9 2 10 – Very satisfied 3 4 Not applicable 5 Don’t know 6 13

ASK IF CODED 1-7 FOR STATEMENT 1 – ‘WALES OVERALL AS A PLACE TO VISIT’ Q41 Why did you give a score of [SCORE GIVEN] when asked about your overall experience during your recent trip? What would have improved your experience or encouraged you to give Wales a higher score? PROBE – Anything else? RECORD VERBATIM ______

Nothing Don’t’ know

ASK ALL Q42 Overall, would you say your trip to/in Wales was….? READ OUT – SINGLE CODE – INVERT SCALE BETWEEN RESPONDENTS

Much better than expected A little better than expected About what I expected Not quite as good as expected Nothing like as good as expected

Don’t know

ASK ALL Q43 How likely are you to make another visit in / to Wales in the next few years? READ OUT – SINGLE CODE – INVERT SCALE BETWEEN RESPONDENTS

Definitely will Probably will Probably won’t Definitely won’t

Don’t know

ASK ALL Q44 Would you recommend Wales as a place to visit to a friend or relative? READ OUT – SINGLE CODE – INVERT SCALE BETWEEN RESPONDENTS

Definitely would Probably would Probably wouldn't Definitely wouldn't

Don’t know

ANY PARTNER-SPECIFIC QUESTION TO BE ADDED HERE

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ASK ALL Q45 Finally, do you have any other comments you would like to make about your trip to/in Wales? RECORD VERBATIM ______

No other comments

ASK ALL Q46 Would you be willing to be re-contacted by Visit Wales or selected partners to take part in further research?

Again, all information provided will be completely confidential, and by saying yes now, you will not be committing yourself to a further interview when we contact you again.

Yes - willing to be re-contacted - RECORD NAME AND TELEPHONE NUMBER No

Thanks very much for your time.

Just to confirm that my name is xxx calling from Beaufort Research and that this survey has been conducted according to the Market Research Society Code of Conduct.

If you'd like to check our credentials, you can telephone the MRS via the freephone number 0500 39 69 99.

Thanks again and goodbye.

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B01613-2 Monmouthshire County Council ADDITIONAL QUESTIONS (FINAL)

ASK QUESTIONS OF THE FOLLOWING POINT NUMBERS: Asked at Abergavenny Town Centre, Chepstow Town Centre and Monmouth Town Centre

Q1 Did you go to the National Eisteddfod, located at Castle Meadows, Abergavenny during your visit to / stay at Monmouthshire?

1. Yes  GO TO Q2 2. No  GO TO Q4

Don’t know / can’t remember

ASK IF YES ASK AT Q1 Q2 Did you visit the Vale of Usk Country Kitchen or the Monmouthshire on the Maes marquee while at the Eisteddfod?

1. Yes – Vale of Usk Country Kitchen 2. Yes – Monmouthshire on the Maes marquee 3. Yes - both 4. No

Don’t know

ASK IF CODED 1-3 AT Q2 Q3 How satisfied were you with your experience at… [INSERT EVENT ATTENDED IN Q2], using a scale of 1 to 10, where 1 is ‘Not at all satisfied’ and 10 is ‘Very satisfied’?

a) The Vale of Usk Country Kitchen b) Activities within the Monmouthshire on the Maes Marquee c) Both Vale of Usk Country Kitchen and activities within the Monmouthshire on the Maes Marquee

1 – Not at all satisfied 2 3 4 5 6 7 8 9 10 – Very satisfied

Don’t know

ASK ALL Q4 Approximately how much did you or your group spend on each of the following during your visit to Monmouthshire:

Accommodation £______Leisure activities and attractions £______Food & Leisure £______Transport in and around Monmouthshire £______

Don’t know / can’t remember None of these

[email protected] www.beaufortresearch.co.uk

Wales Visitor Survey 2016: Monmouthshire County Council - Research Report 24