Cornwall Destination Management Organisation DESTINATION AUDIT Draft Audit January 2007 ROGER TYM & PARTNERS 11-15 Dix’s Field Exeter EX1 1QA t 01392 210868 f 01392 210869 e [email protected] w www.tymconsult.com Enterprise House 2-4 Balloo Avenue BANGOR BT19 7QT Northern Ireland This document is formatted for doubledouble----sidedsided printingprinting. A502 CONTENTS 111 INTRODUCTIONINTRODUCTION................................................................................................................................................................................................................... ....................................................................................... .......... 111 Destination Audit ...............................................................................................................1 Socio-economic Context ...................................................................................................2 Economic Development Priorities .....................................................................................3 222 POLICY CONTEXT ................................................................................... ................................................................................................ ................................................................................... ...... 555 Introduction........................................................................................................................5 National .............................................................................................................................5 Regional ............................................................................................................................5 Cornwall.............................................................................................................................6 District Level......................................................................................................................9 Sustainable Development ...............................................................................................12 Integrated Quality Management......................................................................................13 Summary .........................................................................................................................13 333 VOLUME AND VALUE OF TOURISM ................................................................................... ..................................................................................... ........ 151515 Introduction......................................................................................................................15 Current Volume and Value..............................................................................................15 Within Cornwall ...............................................................................................................17 Summary .........................................................................................................................18 444 TOURISM PROFILE ................................................................................... ................................................................................................ ............................................................................... ......212121 Introduction......................................................................................................................21 Visitor Characteristics .....................................................................................................21 Visit Characteristics.........................................................................................................21 Perceptions .....................................................................................................................22 Trends .............................................................................................................................23 Forecasts.........................................................................................................................24 Summary .........................................................................................................................24 555 COMMERCIAL TOURISM FFACILITIESACILITIES ................................................................................... ................................................................................... ...... 272727 Introduction......................................................................................................................27 Accommodation...............................................................................................................27 Attractions........................................................................................................................29 Quality and Price.............................................................................................................31 Investment and Ongoing Expenditure.............................................................................31 Summary .........................................................................................................................32 666 PUBLIC REALM AND ACCACCESSESS ................................................................................... .............................................................................................. ................. 353535 Introduction......................................................................................................................35 Built Environment ............................................................................................................35 Coast and Countryside....................................................................................................35 Transport .........................................................................................................................38 Visitor Facilities ...............................................................................................................40 Summary .........................................................................................................................40 777 EVENTS ................................................................................... ................................................................................................ ................................................................................................ ..................... 434343 Introduction......................................................................................................................43 Events in Cornwall...........................................................................................................43 New Events .....................................................................................................................43 Events Development .......................................................................................................43 888 TOURISM MANAGEMENT ................................................................................... ................................................................................................ ............................. 454545 Introduction......................................................................................................................45 South West Tourism........................................................................................................47 Local Authorities..............................................................................................................48 Public Sector Tourism .....................................................................................................50 Other Public Sector Bodies .............................................................................................51 Service, Information and Training Projects and Organisations ......................................52 Private Sector..................................................................................................................53 Further Analysis ..............................................................................................................54 Business Assessment of Tourism Services....................................................................57 Cornwall Destination Management Organisation ...........................................................58 Future ..............................................................................................................................59 Summary .........................................................................................................................59 999 ANALANALYSISYSIS ................................................................................... ................................................................................................ .............................................................................................. ................. 616161 Introduction......................................................................................................................61 Strategic Priorities ...........................................................................................................61 SWOT Analysis ...............................................................................................................61