Cynon Taf Strategy

Reaching Destination 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 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, 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 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 tourism industry and creating ‘reasons to visit’ tourism strategy, a number of consultation the County Borough. processes have been implemented. These include the liaison with key Council stakeholders to ensure that there is a unified Local Authority approach to tourism as well as consultation with Valleys Tourism Association.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 9 “...the daily round up” 2. Setting the Scene

Rhondda Cynon Taf is located north of , Table 2.1: Serviced and self-catering accommodation in Rhondda Cynon Taf at the heart of and is the second largest Local Authority in Wales. To the north it Type No. in Rhondda Cynon Taf No. of Bedrooms includes part of the Beacons National Park and to the south neighbours Cardiff with Non graded hotels 17 227 the M4 running at its base and the A470 to the east. There are eight main towns, and the Graded hotels 6 163 geography embraces an upland plateau and three valleys in the north, with rolling farmland Non graded guesthouses 12 56 and woods in the south. Graded guesthouses 1 4 2.1 Accommodation There is a fairly good range of guest rooms in Non graded self catering 1 3 different types of accommodation in Rhondda Cynon Taf, which is concentrated around major Graded self catering 4 19 settlements such as and . There are 23 hotels, 6 graded, 12 bed and TOTAL 41 472 breakfast/guesthouses, 1 graded, 5 self catering/bunk houses, 4 graded and a 3 star caravan and camping site based in Dare Valley Country Park. Type No. in Rhondda Cynon Taf

Touring caravan pitches 25

Static caravans 0

Camping pitches 10

TOTAL 35

Reaching Destination Rhondda Cynon Taf 2007 - 2013 11 2. Setting the Scene

Tables 2.1 highlight a number of issues 2.2 Attractions and Activities Table 2.2: Visits to Tourist Attractions regarding the accommodation stock in Rhondda The existing tourism product within Rhondda Attraction Visitors Visitors Visitors Cynon Taf. Cynon Taf is primarily focused around the area’s 2004 2005 2006 rich heritage and natural environment. A • There is a favourable amount of bed stock in number of attractions currently offer the visitor Dare Valley the County Borough, however there is a low an insight into the area’s heritage, with its strong Country Park - 79,550 93445 number of graded accommodation stock, links to the mining industry. Since the decline of which makes it difficult to attribute any level that industry, many reclamation schemes within or benchmark quality to the visitor, and Museum and Rhondda Cynon Taf have vastly improved the Gallery 43,845 44233 53910 prohibits the promotion of such providers by landscape, which is today another focus for Visit Wales and other public bodies. visitors. Not only does the area offer quality • There is only one camping and caravan park facilities such as the Dare Valley Country Park, China Works 552 2193 - in the County Borough, with a limited and but there are also a number of smaller county often saturated capacity. parks and an abundance of forest areas. Rhondda • Only three out of the 41 accommodation Heritage Park 51,709 55,917 49830 providers are owned by a branded chain, Rhondda Cynon Taf has 49 attractions spread Pontypridd which on a positive note provides a unique geographically throughout the County Borough. Museum 27,737 26,725 26,050 and personal feeling for the area, but Of these, many are local heritage attractions, conversely limits the visitor market gained and apart from the larger Rhondda Heritage through hotel brand loyalty. Park, Pontypridd Museum and Cynon Valley • There is a recent growth in higher quality Museum these comprise mainly of churches, self-catering provision, an area that Visit castles, statues and Iron Age features. The Table 2.2 shows that Dare Valley Country Park Wales has targeted as a priority in their natural environment features prominently, the and the Rhondda Heritage Park are the main tourism strategy. area is rich in rights of way, strategic trails, tourism attractions within Rhondda Cynon Taf, • A recent telephone survey with the waterfalls and waterfall walks. The area also both yielding visitors around the benchmark of accommodation providers, has highlighted acts as a hub for several major walking and 50,000 visitors per annum for a sustainable that a number of providers are looking to sell cycling routes, including the , attraction. Hyder - “Tourism Opportunities Study up and retire in the next 18 months, and it is Route 8 Lonlas Cymru – Cardiff and For the Heads of the Valleys area of Rhondda not known whether the guesthouses will be Route 4 -Fishguard as well as the Celtic Cynon Taff - Final Draft Report” (2007) purchased as going concerns. Trail high level Mountain Bike route which runs from Pontypridd to Neath.

12 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

There are seven social or cultural attractions promote Rhondda Cynon Taf’s heritage on a has done a considerable amount of work in including the Muni Arts Centre, Coliseum and European scale. Both the Cynon Valley Museum developing the town of and the Big Pit Parc & Dare Theatre and the Cynon Valley and Rhondda Heritage Park are identified sites Mining Museum as a World Heritage Site. Museum and Gallery. There are six country parks along the South Wales Regional Route, and this Working with Big Pit and other high profile and forestry areas including Dare Valley Country establishes tourism links with more prominent attractions will be vital in order to share in the Park, Aberdare Park, and Garwnant Forest Visitor regional attractions at Big Pit and ’s visitors attracted and extending their visits to Centre. The Welsh Whisky Distillery at Penderyn National Waterfront Museum. come to linked attractions just around the corner. has short-term plans to become a Visitor Centre. Attractions tend to be spatially concentrated at Heritage is already a key asset of the area, and Rhondda Cynon Taf County Borough Council has certain locations, local hubs with attractions such through initiatives such as the Interpretive Plan recently reiterated its commitment to protecting as at Llanwynno with many other assets focused in produced by Herian, it is envisaged that it will the heritage assets of the area, and developing and around Pontypridd and along the Rhondda continue to grow. This growth is strongly means of marketing and interpreting them with Fawr Valley. associated with development of specific niche the commissioning of a Heritage Strategy that markets, such as genealogy. Developments on runs in parallel to this tourism strategy, and the Heritage and History the Internet, and the launch of websites like appointment of a Heritage Officer to develop the Perhaps better known for its industrial heritage, Ancestry.com. Television programmes such as work of the strategy. It is acknowledged that Rhondda Cynon Taf’s heritage is much more ‘Who do you think you are?’ are likely to further Rhondda Cynon Taf has a unique place in the diverse, going back through the Iron, Bronze promote theis market, allowing users to search history of South Wales and the UK, and as such and Stone Ages. family histories back to around 1790. As people this is an important differentiating factor when establish family links to Wales, a visit to their marketing the area for tourism. However, it is the history of the Industrial birthplace or town is often associated, bringing Revolution that provides a strong heritage brand a number of benefits to the local economy. The Countryside and Parks for the , and this reflects the Rough Guide views genealogy as one of the Countryside in Rhondda Cynon Taf is extensive, growing confidence in the cultural and fastest growing sectors in the travel industry, covering 80% of the County Borough. Green economic potential of the areas’ industrial which has the potential to be extremely lucrative spaces cover 400 ha and include two premier legacy, and the successes of high profile due to the numbers of Americans whose families parks (Ynysangharad War Memorial Park, initiatives developed by Herian. originally came from Wales. Aberdare Park and Dare Valley Country Park, as well as key countryside sites and sports grounds. The European Routes of Industrial Heritage The growth in heritage tourism has been Garwnant Forest Visitor Centre lies just on the initiative, also provides the opportunity to acknowledged by areas such as , which border between Rhondda Cynon Taf and

Reaching Destination Rhondda Cynon Taf 2007 - 2013 13 2. Setting the Scene

Merthyr Tydfil and is managed by the Forestry The Cynon Valley River Park Project aims to bring Way-marking and maintenance standards have Commission. These green spaces provide together all the relevant green-space projects in improved due to an increase in staff and opportunities for both formal and informal the valley floor, from and Penderyn in the resources from 2002. However, consultation recreation, everything from bowling greens and north, to in the south, the project will and ‘easy to use’ statistics indicate that further tennis courts to public rights of way and fishing look at all areas large and small, strategic and work is required, in particular with regard to the waters. Rhondda Cynon Taf also benefits from local, and pulling together into a coherent and out of date Definitive Map. many areas of open access land, especially in up to date framework which can be used to the north of the County Borough. guide action, and fund raising, over the next 10 Forestry Commission Wales in addition to the years. formal trail network allows open access for One of the County Borough’s three key walkers throughout its extensive woodlands. attractions, Ynysangharad War MemorialPark in Walking and Cycling There are walks for all abilities and local people Pontypridd, stages year-round events that attract Walking in Rhondda Cynon Taf has recently have helped develop and promote walks around visitors from outside the County Borough. The been recognised as a key activity for increasing their communities. Park also has plans for restoration of some of its visitor numbers and engaging our local listed facilities, this will increase its appeal as a communities. The County Borough has over Walking as a holiday and a day visitor activity is tourism destination and catalyse the 700 kilometres of trails and established walks, very popular in Wales, with over half of all day regeneration of Pontypridd Town Centre. linking communities and villages with visits including walking activity (Visit Wales woodlands and mountains. Throughout the Walking Tourism Strategy). Spend by walking Dare Valley Country Park in the north of County Borough there are diverse access visitors is estimated to bring over £550 million Rhondda Cynon Taf has also been identified as opportunities. The open moors can offer remote into rural and coastal communities. Walking one of three key attractions with realistic tourism and challenging walking, thick forestry visits bring other benefits, alongside the potential (Atkins 2005), and is set in over 500 plantations contrast with the dappled sun-lit economic ones, including reducing seasonality acres of reclaimed industrial land with deciduous woodlands. You can choose a steep and contributing to the development of woodlands, way marked trails, and lakes. It has scramble by a mountain stream or a level, sustainable tourism. a Visitor Centre with café facilities, 2 star surfaced former railway track by the river. In the accommodation and a 3 star camping and north of the County Borough open access land The County Borough is well served by walking caravan park. The Park has huge potential for is extensive, in places adjoining the terraced and cycling routes, providing links across the development, and makes an ideal candidate for streets. In the south, the footpath and bridleway region with three key strategic footpaths. The Heads of the Valleys funding. network is denser, crossing a countryside of Coed Morgannwg Way runs east to west taking farms and small woods. in the Dare Valley Country Park and passing

14 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

close to Aberdare town centre. The Taff Trail Established schemes promoting walking include million. The Strategy envisages , Strategic Cycleway is accessible for walkers and the annual ‘Wales Valleys Walking Festival’ and Wales cycle breaks, family cycling and cycle forms an integral element of Sustrans Route 8 on the ‘Walking Your Way to Health’ initiative. Both touring in Wales as key growth market areas. Lon Las Cymru within Rhondda Cynon Taff. The have helped raise the profile of this key tourism The location of Rhondda Cynon Taf between Trail offers access to Cardiff to the south and growth area in Rhondda Cynon Taf. However, a two of South Wales’ most popular cycling Merthyr and Brecon to the north. The Rhymney lot more can be done to co-ordinate and destinations (Afan Argoed and Cwm Carn) and Valley Ridgeway walk runs north – south to the market the vast amount of walks being the presence of the Celtic Trail within the east of Rhondda Cynon Taf although does not developed and promoted by local communities, Authority and Taff Trail along the eastern directly enter the County Borough. The Cynon so that visitors to the area can easily see what is boundary, present excellent opportunities for the Trail is currently under development and will on offer. development of cycling within the area. The provide a walking / cycling route along the development of the Loops and Links network Cynon Valley. Further developments include Cycling within the County Borough is a step forward in linking the Taff Trail in Abercynon to , a A number of cycle routes also provide linking the established strategic trails to cycle link from Dare Valley Country Park to recreational access within Rhondda Cynon Taf. attractions and accommodation, drawing cycle Aberdare Town Centre, and a link from Dare The Celtic Trail (Route 47 of the National Cycle tourists into the Authority. Cycle hire initiatives Valley Country Park to . Network) runs northwards from Pontypridd are emerging throughout the County Borough, before heading west above . Route 4 of which will serve to bolster the cycling product. The Loops and Links network is a recent initiative the Network runs from Pontypridd and heads to join together strategic routes with local level westwards towards Bridgend. The Taff Trail Arts and Entertainment rights of way, country lanes, old drovers roads (Route 8 of the ) follows There are four multifunctional arts venues in and forestry tracks. The initiative has so far the strategic footpath from Cardiff to Brecon, Rhondda Cynon Taf, the Muni Arts Centre in established 18 trails within Rhondda Cynon Taf passing through Pontypridd and Pontypridd, the Park & Dare Theatre, , and links to Merthyr Tydfil. The trails are along the route. the Coliseum Theatre, Aberdare, and designed to be used by walkers, mountain Cwmaman Institute. Between them, they present bikers and wherever possible by horse riders The Visit Wales cycle tourism strategy, reports a diverse programme of film, music, drama, and encourages users to explore the towns, that cycle tourists, whether coming for cycling dance, literature, craft, digital media, visual arts villages and countryside of the Valleys. There are holidays, or participating in cycling as a holiday and light entertainment. Visit Wales on reflecting plans to develop Loops and Links in the south of activity, represent a growing and valuable tourist the key potentials for tourism development in the County Borough linking with Bridgend by market for Wales. Estimates suggest that the Wales, has produced a number of themed 2010. sector in wales is currently worth over £34 strategies which identifies culture, sports and

Reaching Destination Rhondda Cynon Taf 2007 - 2013 15 2. Setting the Scene

adventure tourism as key opportunities. The promotional materials. Modern out of town Equestrian Cultural Tourism Strategy, WTB (2003) refers to shopping centres include Retail Horse riding is an important tourist activity in the need to change perceptions through raising Park and Parc Nant Garw, which offers a range Wales, with an estimated 800,000 riding the profile of Wales as a unique cultural tourism of leisure experiences including eating out, a occasions each year and a direct expenditure of destination drawing on its language, history, and cinema and bowling complex. approximately £18.55 million. Visit Wales the arts. estimates a 10% growth in riding holidays as Crafts also play a role with the Model House, a achievable, giving product strengths and The Valleys cultural identity is also closely thriving craft & design centre providing a gallery assuming further developments to facilities. aligned to the traditions of music, literature and shop and studio space for up to 14 craft tenants Rhondda Cynon Taf is well placed to benefit from sports, and the enhancement and promotion of who run their own businesses from attractive this anticipated growth, with a very high modern cultural activities is important in term of glass fronted studios. proportion of horse ownership in the area and an promoting an attractive vibrant image. excellent outdoor environment. The Authority’s Adventure Tourism and Sport proximity to the National Park Events and festivals are critical in promoting Adventure tourism includes , caving and also provides opportunities to link with established local arts and culture, encouraging community pot holing, non-motorised watersports, diving, equestrian routes. However there are currently very participation. Although festivals and events vary motorised land sports, air sports, mountain few established facilities for equestrian tourism in considerably in size and level of attraction, they biking, hill walking / trekking and other land Rhondda Cynon Taf, and this suggests an ongoing share the potential for encouraging local tourist based activities. Adventure tourism currently developmental need in this area. expenditure and overnight stays, and to develop accounts for at least 1.25 million visits to Wales into regional or potentially national festivals per year, and in the order of £180 million direct It is recognised that there is a shortage of and events. visitor spending. Anecdotal evidence suggests bridleways in the Rhondda, Cynon and Taf growth in this sector, particularly given facility Valleys. In Taff Ely, the area north of and Shopping and Eating Out development, improved access and better has the most concentrated network of There are eight town centres identified for marketing and promotion. Rhondda Cynon Taf bridleways in the County Borough. Some limited redevelopment in Rhondda Cynon Taf. Each has 3 activity centres offering climbing, quad provision for horse riders has been developed as offers traditional crafts and gifts as well as high biking, shooting and other adventure activities. part of the Loops and Links project in the north of street names. Each town centre has its own the County Borough, and there is extensive identity and ‘offer’ and this has been used in access to Forestry Commission Wales owned land

16 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

via the concordat with the British Horse Society. customers are more interested in visiting In Rhondda Cynon Taf, there is a proven track Rhondda Cynon Taf has three established horse because of the . Figures suggest that record for staging successful events, with over riding centres, Green Meadow based in Dare the early impacts of the Ryder Cup are being felt 100 different events held annually, attracting in Valley Country Park is in a prime location as well in Wales already, with a 10% increase in golf excess of 130, 000 visitors, a range of target as Talygarn Equestrian Centre based near tourism in 2005, attracting nearly 155,000 markets are accommodated, with food and and Rockwood Riding Centre, Craig visitors. Rhondda Cynon Taf has the potential to agricultural shows, music concerts, fetes, yr Allt, near Taffs Well. However, they are not benefit from the 2010 Ryder Cup at the Celtic carnivals, community and educational events, as directly set up for equestrian tourism at present. Manor given its close proximity (30 miles). If well as Christmas parades, sporting activities trends in accommodation bookings and interest and civic functions. Golf in golfing breaks reflect those witnessed in There are six 18 hole golf clubs in the region, Ireland, the event could bring a number of The strategic development of events and these are Aberdare Golf Club, Llantrisant and benefits to accommodation providers and golf festivals as social and economic generators, will Golf Club, Mountain Ash Golf Club, courses in Rhondda Cynon Taf. It is likely to be greatly enhance the tourism product within Rhondda Golf Club, Pontypridd Golf Club and the case that visitors will stay in the area and Rhondda Cynon Taf, further establish the area’s Whitehills Golf Club. There is also one pitch may wish to partake in golfing activity the vicinity reputation for excellence in this field, and and putt course based in Ynysangharad War of their accommodation, as well as the potential maximise the opportunities for sponsorship and Memorial Park. With the presence of the Ryder for friends and family visiting whom do not want commercial partnerships. Cup in the Region in 2010, golf tourism is to play golf. increasingly popular and the interest in the Conference and Business Facilities regions golfing facilities is likely to continue. Events Rhondda Cynon Taf offers a good standard of Reports from Ireland, host of the 2006 Ryder Events and festivals are an emergent giant in the conference venues for international conferences, Cup, suggest that by 2005, 75% of hotel beds competitive leisure & tourism arena. Increasingly business meetings, incentives and training within a 50-mile radius of the K Club had been public and voluntary organisations are teaming events. These are based in hotels, attractions sold, and those looking for higher quality, 4 / 5 up with commercial operators, to deliver events and the University of . However, it is star accommodation would have needed to for dual social & economic rewards. important to point out that Rhondda Cynon Taf book by 2004. This is not surprising with an is very close to the larger scale facilities in the event expected to attract approximately 45,000 nearby cities of Cardiff, Newport and Swansea. visitors per day. However, it is not just this short- term investment, which is expected, for instance 40% of US tour operators believe their

Reaching Destination Rhondda Cynon Taf 2007 - 2013 17 2. Setting the Scene

2.3 Infrastructure The volume of overseas visitors to Wales Rhondda Heritage Park for tourist approaching the Rhondda Cynon Taf is primarily accessed by car, remains low – attracting only 3% of all overseas area from the north. The only brown signs and the general quality of transport linkages visitors to the UK. On a Wales level, the displayed on the A465 for Rhondda Cynon Taf throughout the County Borough is good and the planned introduction of a Welsh Route are located in the vicinity of , and direct railway line serves both the Rhondda Fawr and Development Fund will help to expand the visitors towards Dare Valley Country Park. the Cynon Valleys. However there is no rail link range of scheduled air services from Cardiff to the Rhondda Fach, bus services are available International Airport in particular. And, as the 2.4 Marketing thoughout the County Borough. growing European short break market is This section is a summary of the main research dominated by low-cost airlines, this will have a findings from a data gathering exercise Car parks within Rhondda Cynon Taf are positive impact. undertaken to ascertain the size, importance predominately owned and run by the Local and nature of the tourism market in Britain, Authority. Attractions such as Rhondda Heritage Access within Wales has also improved with the Wales and Rhondda Cynon Taf. Park, Dare Valley Country Park have ample free launch of intra-Wales air service in 2007. Ferry car parking spaces. services between Ilfracombe in Devon and Measurement Swansea and Minehead and proposed Volume and value of tourism is notoriously for 2008 will increase access further. Rhondda Cynon Taf has a Tourism Information difficult to measure. In the UK, data is gathered Centre, which is situated in Pontypridd Museum. by several agencies for different countries, Tourism signage in Rhondda Cynon Taf varies There are a number of areas within Rhondda areas, regions and local authorities. Data considerably including signage on main roads, Cynon Taf Council offices, libraries and sources include The Office of National Statistics, signage to attractions and settlement signage. attractions which all offer tourist information. Department of Culture, Media and Sport, Visit Only one attraction located within Rhondda Britain, WAG / Visit Wales, Capital Region Cynon Taf is signed off the , which is Tourism, STEAM and Southern Wales. The arguably the most important tourist route through different research methods, extrapolation South Wales. In the vicinity of Cardiff, the M4 methods and interpretation create a massive frequently displays brown signs directing tourist variance in figures and values, so therefore, towards Rhondda Heritage Park from the south none of the figures quoted should be considered and this continues via the A470 towards Merthyr as definitively accurate but they can be Tydfil. Significantly, the A465 Heads of the Valleys considered as indicators of trends. Road does not display brown signs for the

18 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

Market Analysis - Background Key Tourism Facts domestic. Disposable time and income has increased in “Tourism is one of the biggest industries in the Visitor numbers to the UK are increasing. In the Western world since the Second World War UK, accounting for 3.5% of the UK economy 2005 30 million overseas residents visited and the subsequent ‘baby boom’ in the 1950’s, and worth approximately £85 billion in 2005” Britain spending £14.2 billion. However most allowing for a well-documented rise in tourism (Visit Britain) visitors to Wales come from a domestic market – from within the developed nations. These trends Wales and in particular. Key English have increased steadily, with economic disasters Approximately 100,000 people in Wales are regions include the , the South West or national tragedies causing only relatively employed in tourism. This represents and London. Overseas visitors primarily come minor blips in the upward movement of the approximately 9% of the workforce. from Ireland, the US, , Netherlands trends. The rise of package holidays, cheap (Visit Wales) and France. This highlights the importance of flights, and internet booking has made foreign communication links by Road and Rail (M4, holidays more accessible to more people. In 2005, South East Wales received 2.8million A465, Cardiff – London Rail Links) and also Destinations have realised that tourism has a UK overnight visitors, these visitors stayed good airport provision (Cardiff Wales, Bristol, contribution to make to their economies, and so 7.6million nights, sending £408million. London airports) and effective ferry provision. have invested heavily in marketing. The (Visit Wales) The recent loss of the Swansea – Cork ferry is development of niche marketing techniques and likely to have a negative impact, whilst the internet booking has ensured that a wide range The Market possible introduction of ferry links from South of product on both a domestic and international UK residents are taking more holidays than ever Wales to Devon and Cornwall could have a basis, is available to anybody who has access to before. The number of people taking two or positive impact. a computer and a debit or credit card. more holidays has increased from 15% to 25% Consequently, tourism at all levels operates between 1971 and 1998. This corresponds with By 2005 overseas and domestic tourism within an extremely competitive sector, the rise in accessibility in foreign holidays (the accounted for a spend in South East Wales of competing on global and local scales in both number of foreign trips outbound from the UK Target £591million and 3.2 million visits. niche and mass markets. tripled between 1985 and 2005). This suggests that as the UK populace attempt to maximise the use of their free time there is a likelihood that additional holidays are likely to be

Reaching Destination Rhondda Cynon Taf 2007 - 2013 19 Executive Summary

Target Markets Fig 4: Geographical Target Market To make effective use of our limited resources, it's essential that we continue to target geographical markets and market segments which offer the best potential for Rhondda Cynon Taf.

We are evolving our targeting approach to segment visitors by their attitudes and motivations, rather than by simply using demographic factors. The campaign will reach a broad range of potential visitors and will focus on 'the category used by Visit Wales, known as Independent Explorers'. Key (all approximate) Who are Independent Explorers? Independent explorers are in search of new Motorway experiences and places. They are slightly Key A Roads upmarket and tend to be adults aged 30 years Approximate 1 hour drive time and over. They shun the over commercialised Approximate 2 hour drive time tourist honey pots. They are free minded, they Approximate up to 4 hour drive time do not follow the herd. They are free spirited, they look for places that allow them to be Approximate 4 hours plus drive time themselves, that enrich them, that challenge them. They like to interact with the place to understand culture, to meet its people and to return refreshed and enriched.

Geographically we will target UK markets within a four-hour drive time, the (including London), Midlands, North-West, Hampshire and the West of England.

20 Reaching Destination Rhondda Cynon Taf 2007 - 2013 “...another busy day at the coal face” 2. Setting the Scene

The tables below are taken from STEAM figures Table 2.3: Analysis by Sector of Expenditure (RCT) published by Global Tourism Solutions and supplied to each Local Authority. They are an (£'s millions) 2006 2005 2004 2003 2002 2001 2000 1999 amalgam of several different reports and Accommodation 5.4 6.0 5.5 6.2 4.9 5.4 5.6 4.3 highlight key tourism trends and economic impact of tourism in Rhondda Cynon Taf. Care Food & Drink 19.9 20.4 20.1 20.0 19.7 20.2 18.7 19.4 should be taken when reviewing STEAM figures Recreation 9.0 9.1 9.0 9.0 8.9 9.1 8.5 8.7 as they are based on trend data and are therefore indicative of trends rather than precise Shopping 16.5 17.0 16.8 16.7 16.5 16.8 15.5 16.1 measurements. The effects of Foot and Mouth Transport 14.2 14.6 14.4 14.4 14.2 14.4 13.4 13.9 and the global downturn in tourism caused by the September 11th attacks can be seen in table Indirect Expenditure 36.1 37.4 36.6 36.8 35.6 36.5 34.2 34.5 2.3, in particular for the years 2001-2002. It is VAT 11.4 11.7 11.5 11.6 11.2 11.5 10.8 10.9 generally perceived that the local industry was TOTAL 112.4 116.3 114.1 114.7 111.0 114.0 106.8 107.8 dynamic and robust enough to overcome these problems quickly. More recently, 2006 figures (Source: STEAM) have shown a downturn in Rhondda Cynon Taf, this trend is reflected across many local area from tourism activity. The value to the Food Even without specific sectorial support tourism authorities in Wales. and Drink and Shopping Sectors in particular are could account for as much as 2.45% of the relevant as is the indirect expenditure generated employment in Rhondda Cynon Taf (2,096 from It remains to be seen how the recent agricultural with businesses along the supply chain. 85,380 – Census 2001) with the correct scares and unusually poor weather have marketing and product development, the affected tourism in 2007. Tourism in Rhondda Cynon Taf directly supports potential exists for much more. as many as 1494 full time equivalent jobs with a The table above demonstrates how tourism has a further 602 safeguarded further down the supply direct economic impact beyond attractions and chain. This figure has grown with few area accommodation. Although the value of the specific initiatives in Rhondda Cynon Taf to accommodation income has increased over the support it, and no new tourism developments to previous seven years up until 2006, it actually catalyse any growth. accounts for only about 5% of the income to the

22 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

Table 2.4: Revenue by Type of Visit

(£'s millions) 2006 2005 2004 2003 2002 2001 2000 1999 Serviced Accommodation 16.6 17.5 15.7 15.5 12.3 14.6 15.5 11.1 Non-Serviced Accommodation 4.5 4.2 4.0 5.6 5.9 7.3 6.8 8.4 SFR2 40.4 40.4 40.4 40.2 40.4 41.8 39.6 39.7 Day Visitors 50.9 54.2 54.0 53.3 52.3 50.3 44.9 48.6 TOTAL 112.4 116.3 114.1 114.7 111.0 114.0 106.8 107.8

(Source: STEAM)

In Table 2.4, it can be seen that day visitors The value of a visitor staying in accommodation account for around 45% of the visitors to is higher than that of a day visitor. In order to Rhondda Cynon Taf. capitalise on any potential growth in the market it is important to ensure that there are enough Where serviced accomodation has seen a quality bed spaces available and they have the growth in recent years with a slight decrease in potential to be packaged effectively. This means 2006. , non serviced areas such as self catering ensuring cooperation between public and and caravaning has seen an increase for a third private sector facilities and development of the year running. product offer including places to stay, eat and drink.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 23 2. Setting the Scene

Table 2.5: Revenue by Area

Rhondda Merthyr Bridgend Vale of Swansea Neath Cardiff Newport Cynon Taf Tydfil Glamorgan Port Talbot Expenditure (£’s millions) 113.5 37.7 71.7 232.1 145.8 238 65.3 505 152.6 Tourist Days (1000’s) 3123 1042 1956 5130 4860 6383 1742 13,072 2,760 Tourist Numbers (1000’s) 2533 876 1507 3615 3554 3531 1338 11,550 2,124 Sectors in which Employment is Supported (Full Time Equivalent’s) 2122 722 1431 4452 2345 4707 1365 8,987 2,502

(source: STEAM All Wales Executive Summaries 2005)

Rhondda Cynon Taf gains a reasonable especially with regards to developing an town, within the region this would primarily proportion of visitor spend in Wales. Nearby inbound market from Canada and potentially mean Cardiff and Newport. Small town stays local authorities such as Neath Port Talbot, North America. Domestic tourism generated as account for 23% of holiday trips (this is likely to Caerphilly and Merthyr Tydfil, receive less on a a result of these shows has pushed Cardiff into mean established tourism based towns such as per local authority basis which can be viewed as the top 10 short break UK destinations. , Brecon and Monmouth (South competition as well as supporting the overall (www.news.bbc.co.uk). Cardiff has also recently East Wales Visitor Study – Heads of the Valleys) product offering of the area. More traditional invested in the creation of a new marketing and Countryside or Village for 21% of visits. This tourism areas such as Swansea, bridgend and body for the capital, Cardiff & Co. suggests the market exists for promoting unsurprisingly receive higher packages that capitalise on the Valleys unique levels of visitor spend. Cardiff receives tourism mix of rural and urban landscape and culture. expenditure over half a billion pound, and is Tourist Profile (Visit Wales - Tourism to South East Wales 2005) looking to develop that further with recent efforts City Breaks seem to account for the highest to market the city as a European City Break proportion of the visits to the South East of According to South East Wales Visitor Study – destination. The recent profile developed from Wales, with 43% of holiday trips and 51% of all Heads of the Valleys, nearly all visitors to the the filming of Dr Who and Torchwood has tourism trips being spent in a Large City or large South Wales area and Rhondda Cynon Taf added an extra couple of strings to its bow – come by car. Just under half the visitors booked

24 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

their accommodation in advance and they did offers opportunities as new links are created this by phone primarily and then internet. Over – in particular new air routes and developing Growth Sectors a third of people travelled with a spouse or England – Wales Ferry Routes. In recent The Hyder “Tourism Opportunities Study For the partner and over 88% were in groups of 2-4. years, the rail connections between the Heads of the Valleys area of Rhondda Cynon Valleys and Cardiff Wales Airport have Taff - Final Draft Report” (2007) identifies the improved, with a regular service from following tourism growth sectors as Visitor Trends Aberdare / Pontypridd to the airport using the opportunities for developing product in the The recent Hyder Report “Tourism Opportunities Bridgend line and a bus transfer from Rhoose Rhondda Cynon Taf area. Study For the Heads of the Valleys area of village to the terminal. However, this service Rhondda Cynon Taff - Final Draft Report” isn’t widely publicised to either outgoing or • Golf (2007) identifies market trends at a national incoming passengers at this time. level, as well as several potential growth sectors • Equestrian particularly relevant to Rhondda Cynon Taf. • The short break market tends to be less • Cycling seasonal and offers higher expenditure and is • Wales is in competition with newly emerging a growth area for tourism in Wales (ibid). • Walking tourism destinations such as locations in This offers an opportunity for Rhondda Eastern , along with established Cynon Taf to develop products in this area. • Adventure / Activity destination areas in the UK. (ibid) This However, other areas have identified this • Culture / Events principle also then works at a Local Authority market as a key target – especially Swansea level where smaller regions (such as and (ibid). • Heritage / Genealogy Rhondda Cynon Taf) work in competition with other emergent areas. • Wales is under-represented in national / • The golf product will receive a massive boost international branded hotels (ibid). This is as a result of the Ryder Cup in 2010. The • Wales’share of international tourism business echoed with by a 3% share of event will offer all of the benefits expected to the UK is low, attracting 3% of all overseas accommodation in the County Borough during the period of the event, but these will visitors. This reflects the poorly developed being part of a chain. be relatively short lived as the event, itself is international transport links (ibid). This also only a couple of days long. The key is to

Reaching Destination Rhondda Cynon Taf 2007 - 2013 25 2. Setting the Scene

capitalise on the associated publicity and that links Pontypridd and Neath does provide • Heritage and genealogy are effectively two profile that the South Wales area will receive, an opportunity to enter this market. separate but complimentary markets. The and find a way to achieve a recognisable heritage product in South East Wales is ‘share of voice’ within the clamour for • Walking is also a market that can be established, and in Rhondda Cynon Taf is publicity. Valleys Tourism are working on a subdivided further. The proportion of people well represented by Rhondda Heritage Park, new Golfing Short Break to capitalise on this who visit an area purely for its walking Cynon Valley Museum & Gallery and Dare opportunity. opportunities are currently a minority in the Valley Country Park. However, the product is • Recognised opportunities to develop the South Wales area. This is changing as it is in need of development in the face of bridleway and horse riding product in recognised as a growing activity for leisure increased competition from free-to-enter Rhondda Cynon Taf exist, however they may and health reasons.It is still important to museum attractions, and new activities need to be linked to external offerings within remember that walking is still very often a opening up in the area. The genealogy the Beacons or Swansea Valley areas to be secondary consideration in choice of market is new and relatively untested in viable as a marketable product. It must be holidays, and needs to be supported with a Rhondda Cynon Taf, but the Library and noted that developing this market requires a reasonable things to see and do offer as well Heritage services within the Local Authority is lot of effort and resources to be applied in as quality eating and accommodation developing key niche tourism products in this developing the infrastructure. options. area.

• The cycling market is often treated as one • Adventure tourism has been developed as a market, but in fact it is an amalgam of very major product in the Brecon Beacons, West different activities. The market profile of a Wales and . Anecdotal evidence mountain biker is different from a touring suggests that there is demand for this form of cyclist, a family of ‘dabblers’ in the activity or provision in the South East Wales area, but families touring on the National Cycle there is currently little if any marketing Network. Rhondda Cynon Taf is not currently support at a regional level. This document conducive to the mountain biking market, as acknowledges that certain sports such as there is only one real facility providing canoeing, climbing and pot holing have significant biking standards at Garwnant. specific issues according to access, land Competition in this sector is fierce from areas ownership and liabilities, as well as potential like Afan Argoed in Neath Port Talbot. environmental concerns. However, the Celtic Trail Mountain Bike Route

26 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

Marketing Partnerships It is important to note that measuring the Valleys Tourism Association Historically, Rhondda Cynon Taf has focused its success of tourism is extremely difficult for a Valleys Tourism has provided a forum for the marketing efforts regionally by working in number of reasons:- local trade in Rhondda Cynon Taf for many partnership with other Local Authorities. On the years. This forum has informed the trade on plus side, this has meant that the County • Tourists to the area can only be tracked if tourism issues and activities in the industry, and Borough enjoys greater economies of scale as a tourists physically make a booking or notify has been the link on many occasions between larger collective fund has stretched further and you of their visit. Day visits and activities the Council, the tourism industry bodies such as allowed a wider, more varied tourism offer to the such as walking, cycling etc can take place Visit Wales and the hoteliers and attraction visitor. Plus regional campaigns receive without anyone knowing. providers in the County Borough. Valleys considerable funding from has drawn down various funding Tourism, one of the four regional tourism • The majority of tourism providers are streams for projects such as Fairways to Heaven, partnerships in Wales. However, regional reluctant to monitor visitor details, which looking at developing and promoting the marketing does not increase the profile of each would highlight the success or failure of County Borough’s golfing product. More participant area, as the visitor becomes aware marketing campaigns. recently the Association has held the walking of the regional or sub-regional brand and not gauntlet, and in recognition of the potential the individual destinations. Ways around this are to develop a customer growth in the walking market has promoted its relationship marketing system, which builds third annual walking festival. information on visitors, and conduct regular research into any tourism activity. Website views can provide an indication of interest in the area but methods of measuring conversion should be added to this sort of data to ensure it can contribute to any return on investment analysis.

As mentioned Rhondda Cynon Taf has participated in regional and sub-regional, known as marketing area partnerships for a number of years. The following will provide an overview of what each partnership does and the perceived benefits.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 27 2. Setting the Scene

Valleys Tourism is growing its member base with Wisdom and Walks’ campaigns target ABC1s, Cordell Country the recruitment of a part-time marketing couples aged over 45 years, and families with Alexander Cordell’s novels provide an interesting consultant and is running an annual program of older children in the UK. Wisdom and Walks mix of fact and fiction and are set throughout presentations and familiarisation trips for produces a guide including 7 themes, ‘Outdoor South Wales including Rhondda Cynon Taf. For members. In fact Valleys Tourism could be and Active’, ‘Heroes of the Industrial some years a touring product has offered described as a useful extension of the Council’s Revolution’, ‘Folklore and Fairytales’, ‘Artists enthusiasts the opportunity to visit the places own tourism function, and there is no doubt that Impressions’, ‘Relax and Revive’ ‘Festival of where the books are set. There is a guide for an association like Valleys Tourism is of Walks’ and ‘Genealogy’. Communication each tour, plus an accommodation guide and an significant benefit to the tourism industry as it includes direct mail to the targeted markets, audio tour taking excerpts narrated from the provides a useful communication channel with website and inclusion in the Visit Wales’ walking books and directions to key sites and landmarks. the trade. campaign. Research from the last two years Past activity has not been monitored therefore the have show that Rhondda Cynon Taff has an success of the campaign cannot be analysed. estimated expenditure of £450,000 from a Through recent funding the campaign is now Wisdom and Walks (Valleys Area) £13,000 campaign spend, a return on free, and the campaign is promoted at Tourist Wisdom & Walks is the official campaign investment of 35:1. This success comes from the Information Centres and related tourist promoting the Marketing Area Valleys of South 10,000+ visitor database interested in the attractions in South Wales. Wales as a holiday destination. Marketing Valleys product. Some of the main benefits of Areas are used by Visit Wales to carve up working with this consortium are the pooling of Wales and offer tourists a distinct offer in each funds to access wider markets working in area. Visit Wales promote each of these partnership e.g. sharing ideas & knowledge, Marketing Areas without charge. networking and accessing external funding.

28 Reaching Destination Rhondda Cynon Taf 2007 - 2013 “...be part of the in crowd” 2. Setting the Scene

Visit Wales brochures that cover the whole of Wales that potential hub destination for these routes. The role of Visit Wales is to generate enquiries are provided in sufficient numbers to service Sustrans sell maps of the routes, employ and interest in Wales both in the UK and Visit Wales campaigns. These need to volunteer rangers, run work camps and develop selected overseas markets. Considerable money contain accommodation and a flavour of new routes and promote art on routes. is spent on raising the awareness of Wales as a things to do in the area. tourist destination, and the majority of their • A set of local or regional destination websites 2.5 Competitor Analysis marketing campaign work is centred on building that cover the whole of Wales and provide The decision to undertake a tourism activity is up enquiries and growing their database. detailed information about what the area has based on a number of factors such as: Following up with product information is fulfilled to offer. Strong and appropriate links to the • Needs and wants of the individuals or family by the marketing areas such as ‘Valleys Area – VisitWales website. • Available time Wisdom & Walks’ in Rhondda Cynon Taf’s case. • Available income All their significant campaigns are chargeable Visit Wales International Marketing • Activities available at a destination and the marketing areas choose whether or not Overseas markets are targeted offering the • Attractions available at a destination to participate. Wales product to markets in category A • Accommodation available at a destination countries, USA, Germany, Netherlands and If marketing areas do not participate, there is category B countries, Belgium, Japan, Factors Affecting Future Tourism Trends essentially a hole in the map and they are not Australasia, Ireland, France. Campaign but in The Hyder document “Tourism Opportunities included in Visit Wales’ co-ordinated from regions or marketing areas is not Study For the Heads of the Valleys area of campaigns. To date, the Valleys Marketing Area permissible, and Visit Wales have carte blanche Rhondda Cynon Taff - Final Draft Report” has not been able to afford to participate, and on choosing the images and offers, which is (2007) suggests the following factors may affect involvement is neither affordable or permissible significantly devoid of anything valleys related. the future of tourism in Wales and Rhondda on a Local Authority area basis. Campaigns include media work and advertising Cynon Taf in particular: to raise the profile of Wales, as well as • An ageing population and improvements in Visit Wales believes it must have the following at exhibitions. health mean that there are increasing a local or regional level for marketing:- numbers of active and more affluent seniors Sustrans Marketing who have more free time. • One destination layer below national that Sustrans market the national cycle network • Increasing affluence among the population is can be included in their marketing work. across Britain. As such they promote routes 4, likely to shift demand to higher quality • A complimentary approach to branding. 47 and 8. Pontypridd can be considered a accommodation. • A set of local or regional destination

30 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

• Growing awareness of the range of choices • Climate change could lead to significant Derbyshire who have a similar heritage product available, means that tourism destinations changes in seasonality and visitor patterns to as Rhondda Cynon Taf, or various other towns must meet the individual needs of each Wales, an issue that the industry has been and regions within the UK with a strong market segment, and ensure that they offer aware of for several years. Warmer weather historical product. value for money. is likely to reduce seasonality whilst colder • As time becomes more limited and valuable weather will increase it. Once a decision has been made to visit the and modern lifestyles more stressful, higher • Fuel prices will begin to have an impact on South Wales area, what competition exists value is being placed on free time, which local travel choices as well as longer internally? There are world class quality heritage leads to enhanced expectations, an distance travel. attractions (Big Pit, St Fagans), quality outdoor insistence for greater value for money, and attractions (Brecon Beacons, Parc Bryn Bach), a an increased demand for short, additional Generic Factors major European city and two developing cities holidays. A consumer will have many demands on his or for City Break alternatives as well as distinct • There is a growing tourism market for groups her available time and available money. attractions such as Llancaiach Fawr, Dan Yr such as single parent families, children Decisions such as whether to replace a car, buy Ogof and . travelling with grandparents, couples and a house, start a family can all affect the choices extended singles travelling as groups of made as can factors such as work deadlines, This can be summarised as competition at three friends. shift patterns, career responsibilities etc. Any levels • Trends towards self-development, learning planned leisure activity is faced with competition • Competition for time and disposable income new skills and health and well-being may from these sort of factors. • Competition with comparable regions provide opportunities for activity and special • Competition with comparable attractions and interest products. Once the decision has been made to take a offers in the area • The increase and affordability of European holiday, a consumer must consider where they short haul travel has increased competition in want to go and why? If they desire a beach To attract visitors to Rhondda Cynon Taf it is the short breaks market. However, it also holiday they will not consider visiting the South necessary to provide a distinct offer that will offers opportunities for Wales in new Wales Valleys. If they are interested in walking distinguish the area as a viable destination overseas markets. they could consider established walking against competition at each of the levels above. • Concern for the environment is increasing. destinations such as the Scottish Highlands, Fig 2 on page 33 provides a competitor analysis More people will want to visit destinations, Peak District or the Brecon Beacons. If they are at each of these levels. which are perceived to be green and interested in Heritage and History they could environmentally friendly. consider locations such as Yorkshire and

Reaching Destination Rhondda Cynon Taf 2007 - 2013 31 2. Setting the Scene

Themes As identified earlier there are a number of • Culture / Events: The Atkins Report identified three key attractions tourism growth sectors, which will be used as a Independent Explorers with a keen interest in within Rhondda Cynon Taf for tourism, Rhondda guide to developing tourism products in experiencing our culture and events whilst on Heritage Park, Dare Valley Country Park and Rhondda Cynon Taf. holiday Ynysangharad War Memorial Park. Target Markets by Niche Product/Interest • Genealogy: • Rhondda Heritage Park was identified as a Independent Explorers who want to locate hub for history and heritage (which is also • Walking: ancestors or visit ancestors birthplace reflected in its Herian status); Independent Explorers with a keen interest in • Dare Valley Country Park was highlighted as walking whilst on holiday • Golf: a local focus for outdoor and environmental Advanced walkers who choose the Independent Explorers who are actively activities, and, destination based on walking opportunities seeking a golfing short-break • Ynysangharad War Memorial Park was identified for its potential as a cultural and • Heritage / History: • Equestrian: events venue. Independent Explorers with a keen interest in Independent Explorers with a keen interest in the past, the and the horse-riding whilst on holiday culture and people of the South Wales For the purposes of this Competitor analysis they Valleys Each of these will be addressed in detail in the will represent three key themes; History and Rhondda Cynon Taf Tourism Action Plan, Heritage, Outdoor and Activity, and, Culture • Cycling: identifying the communication routes that will be and Events, which will encompass Rhondda Independent Explorers with a keen interest in taken to reach their respective audiences. Cynon Taf’s offer. It is important to note that this cycling whilst on holiday or cycling holidays offer is supported by the quality and range of accommodation and places to eat and drink • Adventure / Activity: available. Independent Explorers who are actively seeking an adventure/activity short-break

32 Reaching Destination Rhondda Cynon Taf 2007 - 2013 A New Car Fig 2: Rhondda Cynon Taf Competitor Analysis Map Internet booked (self- City Breaks (ie packaged) holidays Barcelona, Prague, Paris) Key Mortgage / Disposable Income Levels

Local/Regional Festivals (ie Edinburgh UK City Breaks (ie Fringe, Reading & National (UK) London Edinburgh, Leeds, Hay on Wye, Bath Glastonbury) International

Culture & Events Debt Levels Other Competition Serviced Swansea Foreign Maritime Afan Argoed The Millennium Package Serviced Llancaiach Museum Stadium Holidays Foreign Fawr WICC Package Destination RCT Holidays Cyfartha Rhondda Heritage Park St Fagans Castle Ynysangharad Park Museum of Dare Valley Country Parc Bryn Welsh Life Park Bach Cardiff Sports Outdoor & EnvironmentVillage Activity Big Pit Caerphilly Based Castlle Holiday Packages History & Heritage

Blaenavon The Brecon World Heritage Beacons Starting A Family Site

Internet booked (self- packaged) holidays Expensive Hobbies

Reaching Destination Rhondda Cynon Taf 2007 - 2013 33 2. Setting the Scene

Table 2.6: Rhondda Cynon Taf SWOT Analysis Strengths Weaknesses Heritage product The Heritage product operates within a fierce competitive environment and is not unique within the area Outdoor and Environment Poor accessibility from the North (A465 down to Rhondda Valleys) Countryside product not fully developed for tourism Culture and People eg music, history and traditions Limited accommodation offer. Cultural Events eg Full Ponty, venue programme, private sector/community events Image of deprivation (i.e. 2007 Burberry closure) Accessibility from the South (M4, A470 and A4119) Poor interpretation and signage Retail Offer in particular carft retail Litter, dumping / fly tipping, anti social behaviour, vandalism, graffiti Towns with Character (in particular Pontypridd, Llantrisant and Aberdare) Close to Brecon Beacons Threats Close to Cardiff Town Centre / Retail Developments in other areas such as St David’s II, Close to other supportive product (i.e. , Llancaiach Fawr, Neath Town Centre and Trego Mills in Merthyr Tydfil Cyfartha Castle, Afan Argoed). Developing environmental concerns about travel and carbon footprints The ‘Rhondda’ brand (most of the visitors to Rhondda Cynon Taf come by car and our public transport links vary in effectiveness and access). However, in the future this Opportunities could become an opportunity as overall access by train is good and public Integrated Quality Management approach to Destination Management transport links could be improved. Local brands e.g. Penderyn Whisky Development of new or improved tourism product in other areas such as Marketing to Niche Markets (i.e. Genealogy) and developing markets such Brecon, Blaenavon, Cardiff and (although this does support as Heritage, Cycling, Horse-Riding etc Wales’ overall product offering) and closer working with those areas. Growth of Creative Industries (ie Model House / Sonig) will enhance Rhondda Cynon Taf’s tourism offer. Dragon International Studios

34 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

Table 2.7: History and Heritage

Opportunities Threats Joint marketing with other attractions Competition from Big Pit / Blaenavon World Heritage Site and other museum based offers Expanding product offer and including a more diverse experience Potential heritage products coming on line such as Elliot Colliery Winding House, Cefn Coed Colliery Museum, the Powerhouse in Developing new or niche markets such as genealogy Possibility of future revamped or improved offers in Bedwellty House, Tredegar and Cyfartha Castle, Merthyr Tydfil Developing events based attractions around key heritage locations such as Changing trends in visitor demands – are tourists still looking for a pure Rhondda Heritage Park, Cynon Valley Museum / Gadlys heritage experience? Investigate offering an ‘experiential’ visitor package for Rhondda Heritage Developing Outdoor and Activity based offers Park in partnership with Llancaiach Fawr. The development of a Valleys ‘package’ – the region promoted as a In the case of Rhondda Heritage Park, the fact that it charges for the tour destination alongside Cardiff and Brecon Beacons. whereas its direct competitor Big Pit doesn’t.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 35 2. Setting the Scene

Table 2.8: Outdoor and Activity

Opportunities Threats Developing niche markets i.e. bird watching in Dare Valley Country Park Regionally recognised ‘outdoor’ destinations such as the Brecon Beacons and Gower Packaging products and experiences Other countryside visitor centres and country parks Developing niche events programme Canals – holidays and day trips Linking the facilities of Dare Valley Country Park more into the offer of External Factors impacting on the quality of the environment and landscape Aberdare Town Centre and by implication the visitor experience. E.g. Windfarms and new roads. Developing an accommodation and food and drink offer that supports the Developing Outdoor and Activity based offers unique urban/countryside mix of the Valleys Developing healthy lifestyle products based around walking, cycling etc The ongoing greening of the Valleys and the increased awareness of their potential as tourism destinations.

36 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

Table 2.9: Culture and Events

Opportunities Threats Attracting new events and new promoters to venues / attractions Other facilities with the potential to host events i.e. Cyfartha Castle Park, Margam Park Co-marketing events internally within the Local Authority and also externally Existing concert and event facilities such as , Millennium with other Local Authority run events Centre, Newport Centre, CIA Packaging events and event experiences New venues such as Liberty Stadium, Cardiff City Football Club Stadium, potentially Cardiff Sports Village Piggy back marketing off other events Competitive Events i.e. other areas South Wales developments increasing demand for accommodation and Price sensitivity of target markets packaged product Devise Anti Clash Diary across arts, attractions, libraries and events. Product trends Funding: Heads of the Valleys; Convergence; Arts Council; Cymal Proliferation of large scale festivals State of venues and attractions – fit for purpose? Marketing of neighbouring Local Authority events (also an opportunity as it increases the perceived product offer of the area) Heritage Park has to charge for events

Reaching Destination Rhondda Cynon Taf 2007 - 2013 37 2. Setting the Scene

2.6 Sustainability and Tourism any areas where their popularity and inappropriate use of the natural environment, Sustainable tourism is an approach and not a environmental sensitivity means that they and the generation of waste and pollution. It type of tourism. It therefore must be built in need protection in balance with the needs of is also possible that some tourism ventures rather than bolted on. Tourism will only be residents could alienate local residents sustainable if all involved in it see sustainability • The reduction of the heavy dependence on • Tourism related businesses need to see as a collective responsibility that will benefit all car use by visitors. sustainability as a key part of their business sectors and the environment in the long term. • Encouraging the use of local produce practice. There may not however be any advice Sustainable tourism can be defined as:- wherever possible, and the local tourism available currently to help them to do this. In industry to consider its carbon footprint some areas incentive schemes have helped. ‘A level of tourism activity that can be • Supporting and encouraging tourism maintained over the long term because it providers to achieve green tourism Destinations results in a net benefit for the social, accreditation. • Achieving any Rhondda Cynon Taf aspiration economic, natural and cultural environments for sustainable tourism, will mean that Tourism businesses of the area in which it takes place’. destinations are effectively managed. • The profitability of tourism businesses is Destination management will only succeed if (ICOMOS, ICTC, 2002) directly influenced by the quality of the sustainability is built into the process. There is environment and the warmth of the welcome a strong link between destinations and the visitors receive. Tourism businesses are community side of sustainability. The VICE Tourism needs to be seen as one of our key sensitive to anything that affects visitor principle, V is visitor, I is industry, C is growth business areas. Sustainability issues appeal, such as the quality of the local community and E is environment is about would include: environment and the local cultural managing meeting the needs of the visitor, experience. industry and the community within • Responding to the varied needs of the small • Tourism businesses as all businesses have a environmental limits. and diverse businesses that will all have skill direct impact on sustainability issues. The • There is a key requirement that tourism and business development needs. tourism industry should support local services providers and site managers are able to take • The fact that the tourism business is seasonal, and culture, act as a catalyst for improving part in discussions related to the quality of does not often offer clear career the environment, and contribute to local the natural and historic environment and development and can be characterised by economic growth and diversification. There is transport. This, as these two things have a low pay. however also the potential to cause huge effect on tourism, on visitors, industry, • The need to undertake visitor management in environmental damage through communities and the environment. There are

38 Reaching Destination Rhondda Cynon Taf 2007 - 2013 2. Setting the Scene

numerous opportunities to link tourism with Visitors • Tourism businesses, destinations and Tourist public transport such as the Beacons Bus • There is a need to engage with visitors to Information Centres need to provide designated bus services, advertisements on discover how to maximise their positive information to visitors through leaflets or trains, cycle friendly buses and trains and impact on an area, and minimise any face-to-face that celebrates the sustainability stations. negative impacts. The majority of visitors angle in whatever experiences the visitors • The Local Development Plan will be consider that a well-managed environment is want to have. This will encourage visitors to supportive of tourism, and ensure that an important factor in choosing their behave in a way that will maximise their planning policies that would support the destination. This is particularly important for positive impact on the community and the growth of tourism are also sustainable. Rhondda Cynon Taf, as the tourism strategy area, and reduce any negative impacts. • New tourism initiatives are supported to will focus on products like cycling, walking • Culture and events have an important role in undergo a sustainability appraisal, that and horse-riding, all of which need an building a positive perception of the area identifies the positive and negative aspects of exemplary environment for usage. and in developing a vibrant and relevant the proposal. • There is some evidence to suggest that more sense of place. and more visitors consider it important that the local area benefits from their custom. There is also a widening group of people who would be willing to pay more to stay in accommodation, or have an experience that practices sustainability and demonstrates this.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 39 “...and no congestion charges!” 3. Policy Context

This strategy is synergistic and inclusive with the Fig 3: Spheres of influence overall aims of the public bodies and organisations responsible for tourism in Wales. There are a number of strategic documents in National circulation, which have contributed to the development of this strategy, and will be key in the successful delivery of its vision, aims and Regional challenges. The spheres of influence diagram illustrates impacts upon Tourism in Rhondda Visitor Public Cynon Taf. Surveys Sector Local

STEAM Tourism Research Trade

Market RCT Private Visit Wales Research Tourism Sector Residents Research

Visitor Panel

Reaching Destination Rhondda Cynon Taf 2007 - 2013 41 3. Policy Context

Public Sector Regional Influences Market Research Policies and plans in the public sector at all • Capital Region Tourism Strategy Scarborough Tourism Economic Model (STEAM) levels will continue to shape how tourism is • Turning Heads - A Strategy for the Heads of and Visit Wales developed and delivered. Here are some of the the Valleys until 2020, WAG, (June 2006) Rhondda Cynon Taf County Borough Council, many ways in which this strategy is influenced. along with 20 other unitary authorities in Wales National Influences subscribe to this trend research model. The Local Influences • People, Places, Futures – The Wales Spatial model is designed to provide visitor numbers • Rhondda Cynon Taf Community Plan Plan 2004 and economic benefit of tourism by Local 2004-2014 • Achieving our Potential 2006-2013, Visit Authority. Visitor numbers are given by those • Environmental Improvement Strategy for Wales accommodation providers and attractions that Rhondda Cynon Taf • Wales – A Vibrant Economy – Welsh are willing to track this data. These are used • Rhondda Cynon Taf Economy Regeneration Assembly Government Economic with other research carried out nationally, i.e. Strategy Development Plan average spend whilst on holiday survey to give a • Rhondda Cynon Taf Local Development Plan • 'Best Foot Forward' - A walking tourism fuller picture. As STEAM is a trend model, the 2006-2010 strategy for Wales numbers are used as a guide to gauge the • Rhondda Cynon Taf Leisure Parks and • 'Saddling up for Success' - A riding tourism impact of tourism, marketing and development. Countryside Business Plan 2007-2010 strategy for Wales It is however noted, that there are many • Rhondda Cynon Taf Cultural Services • ‘Moving up a Gear' - A cycle tourism strategy environmental forces that cannot be controlled Business Plan 2007-2010 for Wales and impact on tourist numbers and spend. Visit • Cynon Valley River Park Strategy 2007 • 'Time for Action' - An adventure strategy for Wales has its own statistical directorate, which • Out and About: Rights of Way Improvement Wales conducts ongoing research. This information is Plan (Draft 2007) • 'Angling for Growth' : A fishing tourism used to shape marketing decisions, and in • Regional Transport Plan strategy for Wales particular in areas such as niche products, i.e. • Regional Cycle Strategy • Sustrans walking, cycling etc.

42 Reaching Destination Rhondda Cynon Taf 2007 - 2013 3. Policy Context

Visitor Surveys and Panel Private Sector In addition to quantitative data, qualitative Tourism Trade information can help shape the tourism offer Accommodation and attraction providers, and provide an insight into what we are doing café’s, restaurants and pubs, even public right and what can be improved upon. Visitor transport impact either directly or indirectly on surveys within the County Borough are scarce the tourism offer. The key is to encourage ways and need to be increased to provide a more of connecting with all of these providers to make indepth measurement tool. A panel will offer the the visitor experience as pleasant as possible. opportunity to get even closer to the customer using focus group sessions. Residents We all have a duty to respect our environment and the communities in Rhondda Cynon Taf have already played an important role in shaping public policy. The people on the street are what makes us special. Research has shown that Wales is renowned for its friendly and helpful people. “Hwyl” the Welsh name for spirit is use to encapsulate this unique selling proposition in Visit Wales’ campaigns. The various fora available at grass roots level are where communities are shaping their own areas and many have a tourism story to tell. Encouraging residents to become ambassadors and to be signposts for tourists will help the overall process. A sense of citizenship and local pride is key to attracting sustainable tourism, and is a both a key challenge to, and a key opportunity for developing tourism in Rhondda Cynon Taf.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 43 4. Vision, Aims and Challenges

Reaching Destination Rhondda Cynon Taf sets Aim 1: To become a ‘Destination Brand’ Aim 2: To develop and raise the quality of out the following vision for tourism in Rhondda and raise the profile of Rhondda Cynon Taf the Rhondda Cynon Taf Tourism Offer Cynon Taf. on the UK tourism map This aim covers both the physical product as in To improve the profile and “tourism offer” of Rhondda Cynon Taf was formed as a Unitary accommodation, attractions and the outdoor or Rhondda Cynon Taf so that visitors and Authority in 1996, and has over the past ten environmental assets available to us. It also prospective tourists believe the County years been promoted on a regional or includes the less tangibles such as activities and Borough to be one of the UK’s short-break marketing area basis. The name Rhondda is how all of these can be joined up to provide a destinations by 2013. renowned and synonymous with its coal-mining managed tourism offer. The Tourism Unit will heritage. However, the area of Rhondda Cynon work with key stakeholders in the development In order to achieve this vision, three broad aims Taf is not that well known as a destination of projects like the Penderyn Whisky Visitor have been identified and along with the vision brand. Therefore by 2013 it is planned that with Centre. The Tourism Unit will lead on strategic will provide the ‘what’ we want to achieve. the right marketing and tourism offers the projects like Heads of the Valleys ‘Tourism Year’ These aims link directly into the 11 challenges of County Borough will have an increased profile, working with other Council departments and the Tourism Value Chain (Fig 4, Page 46). The and open up its appeal to a number of markets. public bodies, to ensure that funding is directed Tourism Value Chain is an important tool utilised at areas with the most potential and maximised within the Integrated Quality Management against other funding streams. system of tourism development and sustainability advocated by the European Union and as such Quality is of major importance to any industry, it delivers a cyclical quality interpretation tool and over the past 20 years disposable income that covers all aspects of a visitor experience. has risen steadily, as we are on average 70% better off today than we were in 1979, Visit Wales, (2006). The result is a consumer that is more likely to seek fulfilment through spending on leisure experiences and lifestyle choices. There is a growth predicted in the socio-

44 Reaching Destination Rhondda Cynon Taf 2007 - 2013 4. Vision, Aims and Challenges

economic groups ABC1 and a decline in C2D Aim 3: To develop effective partnership groups in the UK. This increasing affluence is working within the tourism industry likely to increase demand towards higher quality accommodation, food and drink and holiday Tourism activity is prevalent at many levels within experiences. The outcome of this shift is that the Rhondda Cynon Taf, and in order to provide a consumer is more sophisticated and more professional tourism experience, it is imperative demanding. Growing awareness of the value of that the industry is well informed about the products and the range of choices available support available to them. This partnership mean that tourism destinations must meet the working must start within the Council, with all individual needs of each market segment and departments with a tourism interest working ensure they offer value for money. Coupled with more closely. The Tourism Unit will provide a this, time is becoming more limited and valuable platform for co-working within the Local with modern lifestyles being more stressful as a Authority, support existing tourism networks such result. Therefore, higher value is being placed as Valleys Tourism Association, and develop new on free time, which leads to an increased fora where necessary. demand for short, additional holidays. The Tourism Unit will strive to raise the quality of the tourism offer, by working with all industry stakeholders to seek training and funding for improvements.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 45 4. Vision, Aims and Challenges

Underpinning the broad aims and target Fig 4 Tourism Value Chain, IQM Visit Wales markets are 11 strategic challenges, identified as ‘how’ we will achieve the aims and vision. These can be seen in Fig 4 to the Information right, which illustrates the tourism value Pre visit image/ Making Journey to Initial provision in chain or elements that influence visitors when information bookings destination welcome destination deciding upon and visiting a destination.

Tourism Value Chain Places to stay

After visit Farewell & Infrastructure & Attractions & memory & Places to eat return journey environment Activities contact

46 Reaching Destination Rhondda Cynon Taf 2007 - 2013 4. Vision, Aims and Challenges

Challenge 1: Pre visit Image and The Tourism Unit will:- Aspiration Information • Develop a communication plan to promote Rhondda Cynon Taf aims to be within the UK Destination Rhondda Cynon Taf and its key visitors top 10 Wales’ short-break destinations Just what prospective tourists read or hear about tourism propositions to its target audience in by 2013. Rhondda Cynon Taf will receive a destination will help form their opinion of it, a consistent manner to ensure brand identity regular positive press coverage on a national and determine whether or not to visit. Press is maintained by key partners. and targeted level. Visitors will easily access coverage and marketing form impressions of a information on the County Borough’s key destination, and negative press coverage or • Work in partnership with valley’s based Local tourism propositions via print, press, website poor quality marketing can cause serious Authorities to reach the UK and Southern Ireland and other media and the Tourism Unit will build damage to the ‘destination brand’. In effect this generic markets, and maintain the ability to a meaningful relationship with prospective and means that news stories about deprivation, participate in high level Visit Wales campaigns. actual visitors. factory closures and hill fires can effect the • Create and promote short-breaks based outside world’s perception of areas such as around the identified growth products to add Rhondda Cynon Taf (and the rest of South value to and lengthen visitor stay. Wales). It is imperative to ensure that a steady • Buy into appropriate marketing campaigns stream of positive press stories,. aimed at the where return on investment can be proven. Challenge 2: Making Bookings relevant target markets are released and • Develop a meaningful relationship with The internet has revolutionised booking in published in relevant print and electronic media prospective and actual visitors to Rhondda tourism. It is now possible to book a whole like the article written by Andrew Marr written in Cynon Taf, via established marketing overseas holiday online from several different the telegraph (June 2007) : “the Welsh ex- methods and ICT. suppliers or packagers without leaving the mining valleys are slipping backwards, through • Work with key media influencers and opinion house, or without talking to a travel agent. the Industrial Revolution and out the other side, leaders to improve the image of Rhondda Customers holidaying in Britain expect the same greening so fast George III will soon be on the Cynon Taf as a tourist destination. ease of booking coupled with the personal throne”. Good quality advertising, print and • Utilise the network of Tourism Information and touch. Internet booking in Britain is increasing websites are essential to ensure that where a Visitor Centres within key tourism traffic areas. potential visitor is interested in visiting this area, as a direct result of Destination Management the images and copy reflect and reinforce the System/website developments, co-ordinated positive ideas they have for the area. industry approach and better Industry Interaction.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 47 4. Vision, Aims and Challenges

The Tourism Unit will:- Aspiration Ilfracombe in Devon to Swansea and Minehead to Penarth proposed for 2008. However, the loss • Investigate working with partners to develop Rhondda Cynon Taf’s tourism products will aim in 2007 of the Swansea to Cork ferry may have a dedicated tourism website and destination to be accessible via the internet with a robust a negative effect on visitor numbers and management system, (in partnership with and interactive website and destination sustainability. CRT) that promotes the region and tourism management system that allows potential visitors products, and provides the opportunity to to not only find out about the area but build The Tourism Unit will:- book short-breaks, accommodation, their own short break packages, and book • Provide information at Tourism Information attraction/activity tickets. online services. Centres along key routes, e.g. Major Services • Address the lack of visitor centre presence in on the M4, Cardiff Wales Airport Rail Link. the County Borough, by assessing a cost and • Work with partners to improve tourism location effective solution. Challenge 3: signage outside of the County Borough to Journey to Destination Rhondda Cynon Taf • Work with the existing Tourism Information enhance visitor perception of Rhondda Cynon Taf as a tourist destination. Centre in Pontypridd, to ensure that current Physical means of reaching the County Borough • Work with key influx points such as Cardiff promotion is up to date and visitors have all by car are easily accessible via the M4 as well Wales Airport and up and coming services to the relevant details to make bookings. as a number of A Roads. New developments firmly place the County Borough and its like the duelling of the A465 at the Heads of the • Work with tour operators, short-break tourism products on the map. packagers and local tourism providers to Valleys are adding to the accessibility. On a increase bookable short-breaks for Rhondda Wales level, the planned introduction of a Welsh Route Development Fund will help to expand the Cynon Taf. Aspiration range of scheduled air services from Cardiff It is intended that linkages from all key influx • Establish new Tourism Information Points, International Airport in particular. And as the points such as Cardiff Wales Airport, the ports working with tourism related providers growing European short break market is and major highways will support Rhondda throughout the County Borough to house dominated by low-cost airlines, this will have a Cynon Taf as a short-break destination, by useful tourism information displays with positive impact on the market in Rhondda displaying tourism information on the region booking information. Cynon Taf, and also a corresponding and tourism products. Public transport will add • Developing Customer Care training for environmental and sustainability impact. to the tourism experience, with clear information providers to help make the visitors’ stay points at bus and train stops and in taxis. enjoyable, and cross promote attractions and Access within Wales is improving, with the recent activities and book these where possible. launch of the new North to South Wales air service as well as ferry services between

48 Reaching Destination Rhondda Cynon Taf 2007 - 2013 4. Vision, Aims and Challenges

Challenge 4: Initial Welcome The Tourism Unit will:- Aspiration • Work with Council departments responsible Rhondda Cynon Taf will aim to offer all the Visitor perception of a destination starts the for environmental improvements and qualities of a welcoming tourism destination. second of arrival, which is why Rhondda Cynon maintenance to understand problem hot There will be tourism gateways with information Taf needs to be welcoming as a tourist spots and areas undergoing development, in on where to stay, what to do and see and places destination. Currently the County Borough has order to direct/divert visitor attention. to stop off and have a break whilst reading up insufficient physical welcome resources such as • Work with partners to improve tourism on the areas cultural, environmental and tourism signage, areas to take a break, enjoy a signage inside the County Borough, to heritage assets. Communities will play an even view or find out where to go and what to see. enhance visitor perception that Rhondda greater role in shaping their own distinct tourism The existing Tourist Information Centre is in Cynon Taf is a tourist destination. offer, and provide information and guidance to Pontypridd, and a visitor would need to know • Assess the opportunities for gateways and travellers on their doorsteps. about it to find it. The Centre is useful in terms visitor centre style provision. of information provision once in the town, but • Work with Council departments and external there is a need for provision at gateway points bodies to realise the potential of a northern into the County Borough and whilst travelling gateway from the Heads of the Valleys into throughout the various regions. The Rhondda Cynon Taf, focusing on Dare Valley environment must also provide a welcome, Country Park as this conduit. where litter free, well maintained buildings and • Work with key partners to provide customer facilities all make people feel comfortable and service related training to the tourism trade. want to stay longer. Excellent customer service • Encourage residents to become tourism from the tourism providers is important to make ambassadors and provide signposting visitors feel welcome, and grading standards services. and training opportunities both help deliver this.

Reaching Destination Rhondda Cynon Taf 2007 - 2013 49 4. Vision, Aims and Challenges

Challenge 5: Aspiration In Rhondda Cynon Taf the level of quality in the Information Provision in Destination It is intended that the tourism message in accommodation and attractions sectors remains Rhondda Cynon Taf will be loud and clear with variable. The pan UK grading harmonisation for Visitors are likely to seek information about information on what to do and see available at accommodation, will facilitate better consumer things to do and see whilst at their destination. all the obvious places where visitors frequent. understanding and allow meaningful Therefore visitors should not have to search long Visitors will benefit from audio information comparisons to be made between for these opportunities. The Tourism Unit will:- through the latest technology and will download accommodation products in different parts of • Address the lack of a major visitor centre tours onto the mp3 players or mobile phones the UK. It may, however, require additional presence in the County Borough by assessing whilst travelling around the County Borough. investment by some operators, in order to a cost and location effective solution, maintain their current grading. One of the potentially utilising existing facilities. action points of Visit Wales’ tourism strategy, • Establish new Tourism Information Points, was to introduce a statutory registration scheme Challenge 6: Places to Stay working with tourism related providers for accommodation to ensure quality standards. throughout the County Borough to house There are two main issues surrounding useful tourism information displays with accommodation in Rhondda Cynon Taf. The first Following a full consultation exercise and booking information. being quantity and the second quality. support from the National Assembly for Wales, • Help initiatives like HERIAN to populate and good progress is being made in terms of keep information fresh on their websites and The amount of bedstock has been an issue for securing the necessary legislative changes, kiosks at attractions in Rhondda Cynon Taf. many years, and in particular in the Rhondda which will give the National Assembly the • Provide, where affordable clear printed Fawr and Fach areas. Many providers have powers to introduce a scheme in Wales. A promotional materials on the tourism offer in closed, leaving a significant gap in the market. statutory registration scheme for Wales is still Rhondda Cynon Taf. Growth markets such as luxury accommodation seen as a priority measure, to improve the • Assess the merits of electronic promotion with spa facilities should also be considered. quality standards in the accommodation sector. such as “podcasting”, where information Attracting new business start-ups, encouraging such as talking tours can be downloaded. expansion or related diversification, i.e. a pub or Quality, however does not necessarily mean that restaurant providing accommodation and all accommodation should be five star graded. attracting inward investment, are all necessary to The aim should be to ensure that the product improve this situation. meets or exceeds the customer expectations, and represents value for money. The quality of service provided and the welcome received by

50 Reaching Destination Rhondda Cynon Taf 2007 - 2013 4. Vision, Aims and Challenges

the visitor, is at least as important as the quality Challenge 7: Attractions and Activities • Support Leisure, Parks and Countryside and of the physical fabric. Working with the relevant partnerships like the Rights of Way training providers will help support this. Visit Wales research has shown that it is what Improvement Plan, in promoting existing and you do or see whilst on holiday that is of more new rights of way for the walking, cycling and The Tourism Unit will:- significance in short-break choices than the equestrian markets. • Work with Council departments and external destination itself. Recent reports have • Involve all suitable providers in development bodies to assess accommodation creation highlighted tourism growth products, as well as and marketing opportunities as they arrive. opportunities, including the luxury and spa attractions in the County Borough with the most • Work with Council departments and external growth markets and deliver suitable potential, and these will be centred upon in bodies in supporting key community tourism solutions. tourism marketing and development terms. projects, where they fir with strategic • Work with Visit Wales to support and priorities, e.g. The Powerhouse in Llywnypia, encourage the tourism industry to make the The Tourism Unit will:- Llantrisant Castle and Yr Eithin, Penderyn. necessary grading legislative changes. • Support Rhondda Heritage Park with the • Work with Council departments and external marketing and development of the park as Aspiration the hub for history, heritage and genealogy. bodies to develop the County Borough’s Rhondda Cynon Taf will aim to offer a distinctive • Support Dare Valley Country Park with the camping and caravanning opportunities. visitor experience throughout the year, offering marketing and development of the park as tourists a number of short-break opportunities the hub for to outdoors and activities, and in Aspiration that are tailored to each of the target market particular accessing Heads of the Valleys It is intended that staying in Rhondda Cynon Taf segments. The Tourism Unit will work with Local funding. will be easy, with a well-utilised range of graded Authority Departments, accommodation & • Support Ynysangharad War Memorial Park bed stock to suit all target markets. More visitors attraction providers and all tourism with the marketing and development of the depending on their preference will be able to stakeholders, to ensure that Rhondda Cynon Taf park as the hub for events. choose from bunk style accommodation to is able to offer a high quality experience that • Develop training on packaging events, luxury facilities or bring their own caravan or exceeds expectations to all visitors. activities, attractions, accommodation; tent. deliverable across public, private and voluntary sectors

Reaching Destination Rhondda Cynon Taf 2007 - 2013 51 4. Vision, Aims and Challenges

Challenge 8: Places to Eat Aspiration Tydfil. Significantly, the A465 Heads of the Valleys It is intended that visitors will get out and about Road does not display brown signs for the Whilst on holiday, many visitors want to try in out towns and villages and sample real Welsh Rhondda Heritage Park for tourist approaching something different. In Rhondda Cynon Taf, produce and enjoy traditional Welsh menus. the area from the north. The only brown signs there are many places to eat and drink. Providers will work collectively to make the visitor displayed on the A465 for Rhondda Cynon Taf However, the quality and consistence is variable experience pleasant and longer. are located in the vicinity of Hirwaun and direct with a proliferation of takeaways and visitors towards Dare Valley Country Park. establishments which do not offer anything different from the rest of the UK. On the plus The Tourism Unit will:- Challenge 9: side, establishments like the Ty Newydd Country • Work with partners to improve tourism Hotel in Hirwaun and the Bunch of Grapes in Infrastructure and Environment signage inside the County Borough to Pontypridd offer locally procured menu’s. Rhondda Cynon Taf is primarily accessed by car, enhance visitor perception that Rhondda and the general quality of transport linkages Cynon Taf is a tourist destination. throughout the County Borough is good. • Assess the opportunities to work with public The Tourism Unit will:- transport companies to improve the tourism • Work with Council departments and external In relation to strategic routes, the general quality message. bodies to encourage local produce is again good. However, the quality of certain • Work to support policies on environmental procurement. stop off points along trails throughout Rhondda improvements, anti-social behaviour and • Encourage providers to include cross-selling Cynon Taf is in need of improvement. generating community involvement and opportunities to extend visitor stay and spend community pride. in the County Borough. Tourism signage in Rhondda Cynon Taf varies • Encourage established and industry leaders considerably, including signage on main roads, Aspiration to mentor or guide those businesses that signage to attractions and settlement signage. It is intended that attractions and activities as want to follow suite. Only one attraction located within Rhondda well as key tourist hot spots will be sign posted • Work with Council departments and private Cynon Taf is signed off the M4 motorway, which is with clean, safe and welcoming stop off points sector to encourage development of new arguably the most important tourist route through providing information about local towns and restaurants/places to eat. South Wales. In the vicinity of Cardiff, the M4 villages and further points of interest. Getting frequently displays brown signs directing tourist around Rhondda Cynon Taf by own transport, towards Rhondda Heritage Park from the south, public or private will be a pleasant tourist and this continues via the A470 towards Merthyr centred experience.

52 Reaching Destination Rhondda Cynon Taf 2007 - 2013 “...bridging the gap” 4. Vision, Aims and Challenges

Challenges 10 & 11: The Tourism Unit will:- Conclusion Farewell and Return Journey The Tourism Unit believes that an integrated After Visit Memory and Contact • Encourage all attractions; eateries and accommodation providers to consider their quality management approach that addresses The tourism journey is not one way. Once a overall customer care approach from welcome issues across the whole visitor experience from tourist’s time at a destination comes to an end to farewell to ensure that high standards are ‘pre-planning’ to ‘at destination’ to ‘farewell, they have to leave. This is one of the last experienced by the visitor throughout their reflection and return’ will enable them to opportunities to make a good impression on the experience. tourist, and it is also very easy at this point to • Follow up known visits with invitations / i. deliver marketing and promotions that sour their overall experience by an inconsiderate reasons to return to encourage loyalty. are well targeted and deliver on or ill-conceived ‘farewell’ experience. Hurried • Develop a Customer Relationship Marketing consumers expectations check outs, poor payment procedures and approach and research strengths and ii. stimulate and encourage the private, unhappy staff can all lead to a very poor end weaknesses regarding the visit. voluntary and public sectors to consider impression of a visiting experience, and this must • Encourage visitors’ family and friends to visit tourism issues in their development and be considered in all approaches to customer via promotions. planning care. iii. help to stimulate a sustainable increase Aspiration in provision and quality, iv. and, ensure that visitors perceptions of It is also important to consider the ‘farewell’ It is intended that visitors will return home quality are met to the point where they message at a brand level and on physical having enjoyed their short break in Rhondda recommend Rhondda Cynon Taf as a signage. Cynon Taf. They will tell family and friends about short break destination to their friends the area, and recommend that they take a break and families. Once visitors start their homeward trip, they will there too. They will plan to return and will be begin evaluating their holiday and whether they prompted to act from regular contact from the would like to return. Their perception and Tourism Unit and key partners. evaluation will more than likely be shared with family and friends, and this will have a domino effect building up or reinforcing an image of the destination. Subsequent contact with visitors will maintain the relationship established, and help understand what was good and bad about the holiday.

54 Reaching Destination Rhondda Cynon Taf 2007 - 2013