Cultural Tourism in Mid Wales Scoping Study
prepared for Tourism Partnership Mid Wales
by Carys Howell June 2006
Executive Summary
Introduction
TPMW has commissioned this scoping study as part of the Business Plan for 2006/7. The study: Identifies current key and marketable cultural tourism products in Mid Wales Researches and assesses current marketing initiatives and materials relating to those cultural products Identifies a small number of short term initiatives /projects/ steps for immediate implementation The Wales Tourist Board, now Visit Wales, part of EIN, a department of the Welsh Assembly Government, has recognised the potential benefits of developing the cultural product in Wales and in partnership with other stakeholders produced the Cultural Tourism Strategy which sets out the following broad definition of Cultural Tourism “In practical terms, all aspects of Welsh culture make up the cultural tourism product of Wales including: performing, visual and literary arts, museums, built and social heritage, historic landscapes and gardens, crafts, architecture, design, film, religion, broadcasting, food and sport. Included in these are the Welsh and English languages, traditional, contemporary and emerging professional and amateur forms of cultural expression”
Conclusions
The research has confirmed the wide range of existing activity and the potential for further development. While there are issues that need to be resolved, it is clear that there is real interest in working across the sectoral boundaries to develop a stronger cultural tourism product in Mid Wales and to increase prosperity in the region. The cultural product can and will always be, part of the general offer but there is also ample evidence of the cultural product as a niche and stand alone segment. A comparison could be made with the highly successful activities sector in Mid Wales where the landscape and activities, such as walking, are part of the main offer but there are also several separate niche activities such as golfing and fishing, which are marketed independently as products. There continues to be benefit to be gained from integration with the environmental and activity themes. The short breaks market can therefore work as a series of choices of things to do and places to visit which includes cultural tourism. There is also considerable potential for developing and promoting discrete cultural tourism products in Mid Wales that will bring visitors into the region and increase economic activity. The important step is to identify those
2
products and projects which will give the best return on investment of resources. TPMW has limited resources therefore its role must be clear. The research has shown that there is significant activity in the field of cultural tourism in the region. There is also real concern about duplication of effort and a bureacratic overload. There is work to be done in bringing together the cultural and tourism sectors and in increasing understanding of each other’s priorities and methods of working. There is also a need for training and information and integrated market research to ensure a more informed and cohesive appoach. TPMW should act as a co-ordinator in bringing together key players in the cultural and tourism sectors in Mid Wales. This need not involve a Cultural Tourism Partnership but would require Task and Finish Groups to run identified projects in the region which would then be evaluated and used as exemplars for further developments.
Key Recommendations
Cultural Tourism Action Plan
Develop an action plan to be presented to all relevant stakeholders in the region. TPMW to act as a catalyst to establish task and finish groups to carry out the plan.
Marketing and Promotion
Develop an integrated marketing plan to promote the current cultural tourism product to include: The development the Gomidwales website to include more comprehensive information about cultural tourism with linkages to other relevant sites Exploring the use of multi media opportunities such as MP3s The production of a dedicated piece of print signposting the cultural product in the region. The brochure should also be available to be printed off the web Development of a PR Campaign either through extending the Hwyl campaign into Mid Wales or identifying an appropriate campaign line for the region
Market Research
Set up a Task and Finish Group to develop a more integrated approach Market Research in the region using Arts Council and Visit Wales research The on-line research currently being undertaken by Brecon Jazz Festival
3
The Knowledge – integrated research being rolled out across Arts Venues in Wales The current research undertaken by Local Authorities, Tourism Attractions, other organisations and accommodation providers in the region
Training and Information Provision
Continue the Sense of Place training Undertake a training needs analysis for operators in the cultural and tourism sectors Develop relevant training and information materials and visuals for use by all sectors which can be downloaded from the web.
Product
TPMW has limited resources therefore it is recommended that it works with established products in the first instance while evaluating the potential for further development. Festivals Work with Hay and Brecon Jazz to signpost the Mid Wales as a region. Have a TPMW presence at each of the key festivals and use the print and website to link the product across the region. Trails and Tales Work with CCW, National Parks, Local Authorities, the National Trust to develop the walking product to include cultural tourism product similar to the Wisdom and Walks initiative. This would be promoted using the marketing materials and PR identified above. The Railways of Mid Wales Support the current initiatives to market the train product more effectively. Towns Continue to support existing town initiatives, developing clusters and geographical sigposting where appropriate. Aberystwyth Support the development of Aberystwyth as an identified regional centre and ensure that tourism is fully recognised in any future planning. Icon Historic Buildings and Gardens Work with The National Trust/Cadw to act as signposts for other attractions in the region. The National Library of Wales - Aberystwyth Support the current ambition to promote the Library as a destination and cultural signpost and develop the Family History product.
4