Rhondda Cynon Taf Tourism Strategy Reaching Destination Rhondda Cynon Taf 2007 - 2013 Map Fig 1: Map of Rhondda Cynon Taf Contents Executive Summary................................................................................5 1.0 Introduction .........................................................................................................8 2.0 Setting the Scene ..............................................................................................11 3.0 Policy Context....................................................................................................41 4.0 Visions, Aims and Challenges .........................................................................44 Reaching Destination Rhondda Cynon Taf 2007 - 2013 3 “...enjoy tea on the terrace!” Executive Summary Rhondda Cynon Taf was visited by 2,532,000 In order to achieve this vision the Tourism Unit, Aim 1: people in 2005, (STEAM - Scarborough Tourism established early 2007, will develop, coordinate Economic Activity Monitor research). According and manage the Council’s involvement in To become a ‘Destination Brand’ and raise the to the same research, tourism generated tourism. profile of Rhondda Cynon Taf on the UK tourism £113.5m for the local economy. map Rhondda Cynon Taf has a number of tourism Rhondda Cynon Taf is not yet known as a growth products or niche markets that can be Aim 2: “tourist destination” even though it has maximised. These are:- enormous untapped potential to develop short To develop and raise the quality of the Rhondda break and niche markets and generate • Walking Cynon Taf Tourism Offer corresponding economic and cultural benefits. • Cycling • Adventure / Activity Aim 3: It is the vision and responsibility of this tourism strategy to improve the profile and “tourism • History / Heritage To develop effective partnership working within offer” of Rhondda Cynon Taf so that prospective • Culture / Events the tourism industry visitors believe the County Borough to be one of • Genealogy the UK’s short break destinations by 2013. • Golf Challenge 1: Local authorities have a key responsibility and • Equestrian Pre visit Image and Information have traditionally supported the tourism industry These will form the basis of the tourism offer to Improving the image of Rhondda Cynon Taf as in many ways. The development, promotion and be developed and marketed. From extensive a short-break destination by positive media management of tourism are relevant to at least consultation with key tourism stakeholders there management and awareness raising plus a two of the key issues set out in ‘Leading reform have emerged three broad aims and eleven robust and targeted marketing campaign. in local services: Manifesto for Welsh Local underpinning challenges to provide the Government 2006-2008’. Visit Wales realizes framework to deliver a three-stage action plan Challenge 2: the efforts and involvement of local authorities over the next 6 years. This timeline corresponds in the tourism industry and this strategy has the Making Bookings to the European Convergence funding period full support of Rhondda Cynon Taf Council in and the strategy is linked to all relevant Attracting more visitors to stay longer by delivering the actions required to realise the Rhondda Cynon Taf improvement plans. improving booking access via the web and vision. providing short breaks and packages that can be booked. Reaching Destination Rhondda Cynon Taf 2007 - 2013 5 Executive Summary Challenge 3: Challenge 6: Challenge 9: Journey to Destination Rhondda Cynon Taf Places to Stay Infrastructure and Environment Working with regional and national More graded accommodation and camping Improving signage within the County Borough organisations to improve tourism signage and and caravanning provision. as well as the appeal of tourism hot spots such information provision at key influx points. as stop off points, railway and bus stations. Challenge 7: Challenge 4: Challenges 10 & 11: Attractions and Activities Initial Welcome Supporting key attractions like the Rhondda Farewell and Return Journey and After Visit Capitalising on the warm and friendly Heritage Park with the marketing and Memory and Contact disposition of the valleys people through training development of the park as the hub for history, Maintain contact with visitors to encourage opportunities, community pride and heritage and genealogy. Dare Valley Country return visits and customer feedback. ambassador programmes, tourism gateways Park as the hub for to outdoors and activities and a clean and safe environment. and in particular accessing Heads of the Valleys funding. And Ynysangharad War Memorial Park Challenge 5: as the hub for events. Information Provision in Destination Challenge 8: Information on what to see and do whilst in the area will be accessible through a tourism Places to Eat information points and new technologies like Places to eat in Rhondda Cynon Taf will offer ‘podcasting’. more locally procured menu’s and will cross promote local attractions and accommodation providers to encourage local spending 6 Reaching Destination Rhondda Cynon Taf 2007 - 2013 “...a great place to unwind” 1. Introduction Until recently, tourism in Wales and in Rhondda Achieving this challenge will not be possible in Developer/Sponsor Cynon Taf has been growing steadily year on isolation. Therefore, Rhondda Cynon Taf Tourism year, (STEAM reports 1999 to 2006). However, Unit will work in partnership with stakeholders in Product development is key in maintaining and the approach taken in managing the tourism the tourism industry. The first step will involve improving the tourism offer to visitors. However, offer or proposition has only recently been engendering a more communicative and co- the Hyder Report (“Tourism Opportunities Study prioritised by the development of a Tourism Unit operative Council, so that all departments For the Heads of the Valleys area of Rhondda in 2007. As the Unit is responsible for increasing involved either directly or indirectly with tourism Cynon Taff - Final Draft Report” 2007), has tourism in the County Borough, it is felt that this will work together to achieve the vision set for highlighted that new attractions likely to receive strategy should be clear from the beginning in its 2013. The vision being:- less than 50,000 visitors, can dilute visitor definition of what tourism is. Therefore, from the numbers at existing attractions, thus reducing many tourism definitions available, the Tourism To improve the profile and “tourism offer” viability. It is therefore necessary to focus on developing the existing offer and assets that we Society’s version will be used:- of Rhondda Cynon Taf so that visitors and have in the County Borough. prospective tourists believe the County ‘The temporary short-term movement of Borough to be one of the UK’s short-break people to destinations outside the places This offer encompasses developing and destinations by 2013. promoting the three key attractions identified in where they normally live and work and the the Atkins Report of 2005, namely the Rhondda activities during the stay at these In order to achieve the vision and provide an Heritage Park; Dare Valley Country Park and destinations.’ effective service within the tourism industry, the Ynysangharad War Memorial Park. Countryside Tourism Unit on behalf of the Council has a and green space development for the provision Rhondda Cynon Taf is predominantly a day visit number of roles and responsibilities:- of tourism growth markets such as walking will destination, with 45% of visits being in this also be supported. category according to STEAM data (2006). This, coupled with the statistic that when visitors do The Tourism Unit will work with key strategic stay, 36% stay with friends or relatives suggest bodies like Visit Wales and Capital Region that the Council has a considerable challenge to Tourism, in enhancements and projects that alter the tourism proposition to encourage improve the tourism offer from the community longer visits and appeal to those visitors without and private sector. The Unit will also play an friends and relatives residing in the County important role in drawing down funds for Borough. tourism development. 8 Reaching Destination Rhondda Cynon Taf 2007 - 2013 1. Introduction Co-ordinator Promoter Approach The Tourism Unit will act as a signpost for local As a Local Authority, we have the opportunity to The following sections provide a detailed trade in tourism related issues. It will improve be privy to a number of tourism related networks account of the tourism product in Rhondda internal communications within the Council, acting to improve the tourism profile locally, Cynon Taf, the target markets that we want to through the establishment of a tourism forum to regionally and nationally. Therefore, the Tourism attract, as well as the methods used to share information, discuss joint initiatives and Unit will represent the Local Authority at relevant communicate and entice visitors to the area. maximise on external opportunities such as meetings, and ensure that Rhondda Cynon Taf is major funding streams like the Heads of the fairly represented in all relevant marketing Valleys Initiative and the new European campaigns and funding allocations. Structural Funds Programme scheduled for 2007-2013. External communications will be The consultation process improved via a more active role within the local Tourism Association, bringing together the In order to develop a robust and inclusive