Destination Management Plan Ceredigion 2013- 2020
Ceredigion
Destination Management Plan
Ceredigion 2013-2020
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Destination Management Plan Ceredigion 2013 - 2020
Contents
1
Ceredigion - an Introduction
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2
Background to the Destination Management Plan
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3
The Ceredigion Destination Partnership
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4
The Challenges
8
5
Cross Cutting Themes
9
6
The Strategic Context and Objectives
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7
Promotion
11
8
Product Development and Place Building
12
8a
Product Development
13
8b
Place Building
17
People Development
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Performance Management
20
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10
11Contacts
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Ceredigion - an Introduction
The rural county of Ceredigion is situated on the central west coast of Wales in Cardigan Bay. The
county is sparsely populated with the majority of its residents concentrated around the larger towns
of Aberystwyth and Cardigan. It is mainly an agriculturally-focused county but one that also hosts
two renowned universities, Aberystwyth and Lampeter respectively.
There are no motorways or dual-carriageways but plenty of spectacular countryside, coastline and fresh air.
It takes just over an hour to travel the 50 miles from the north of the county to the south and roughly half
an hour to travel the 20 miles east-to-west from the foothills of the Cambrian Mountains to the coast.
The highest peak in the county is Pumlumon (752m, 2,467ft.) which is the highest peak in the Cambrian
Mountains and the source of the rivers Severn, Wye and Rheidol.
Although it is perceived as a ‘remote’ destination by some, the Ceredigion border is only 220 miles from
central London (on the A44) while the Cornish border at Launceston is 240 miles distant. London to
Newquay (Cornwall) is 280 miles (5hrs 16 mins), London to New Quay (Ceredigion) is just 244 miles
(5 hrs 1min).
The main strengths and attractions of Ceredigion are recognised as being its superb coastline, magnificent
beaches and the spectacular rural landscape. To illustrate the quality of this asset, much of the coast is
designated as a Special Area of Conservation and Marine Heritage Coast. Many of the beaches are regular
winners of International Blue Flag, Green Coast and Seaside Awards. The county has six National Nature
Reserves, over 90 Sites of Special Scientific Interest and the only UNESCO Biosphere in Wales.
The county is well-known for its wildlife: bottlenose dolphins, Atlantic grey seals and lampreys in the sea: red
kites, buzzards, ospreys and falcons in the skies: hares, Welsh cobs, Llanwenog sheep and Welsh Black cattle
in the countryside.
In addition to its natural assets, Ceredigion has a very strong Welsh identity. The Welsh language is a living,
working language that can be heard in everyday use in the towns, villages, markets, shops and pubs across
the county. Approximately 50% of the population are first-language Welsh speakers.
The county has a strong and varied heritage and cultural asset. There is an active performing arts movement
with five busy theatres. It is the chosen home of many artists, musicians and craft producers, the natural
beauty providing inspiration for their work.
There is a broad range of accommodation providers, many of whom are operating at the higher end of the
quality grading scale. There are many producers of quality food and drink - some internationally renowned.
Tourism is an important sector within the economy. It is estimated that the value of tourism to the county
approaches some £300,000,000, supporting approximately 5,700 jobs (STEAM).
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Destination Management Plan Ceredigion 2013 - 2020
The county of Ceredigion has several distinct parts, all of which could be seen as destinations in their
own right, given the variety of what they offer.
•The Coast: Cardigan Bay, award-winning beaches, good bathing water quality, Special Area
of Conservation, Wales Coast Path, marine wildlife, coastal towns and villages
•
Aberystwyth: vibrant seaside and university town; mid and west Wales focus for retail, culture,
education and leisure
• Cardigan: castle, town, nearby attractions and the Teifi Estuary
• The Cambrian Mountains: rural landscapes, outdoor activities and local produce
•
The Teifi and Aeron valleys: dynamic rivers renowned for good angling, market towns,
heritage and wildlife
• Dyfi Biosphere: the only such UNESCO designated area in Wales
Ceredigion is already an established tourist destination, having seen boom times with the arrival of the
railways during the Victorian era and later during the 1960s/70s. The tourism ‘product’ has reached a
degree of maturity. To make our tourism industry sustainable with a low level of local population there
is an over-riding need to attract more high-spending visitors, particularly during the low season.
Ceredigion can offer many diverse attractions to a number of different markets. Ceredigion does not rely
on one single core element. This provides a strong and flexible base from which we can work.
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Background to the Destination Management Plan
Tourism is a complicated industry involving the public, private and third sectors and the
local community. Working alone, local businesses cannot manage and sustain tourism across a
destination. Similarly, there are many public agencies that contribute in different ways to tourism
development and management. For tourism to successfully contribute to a sustainable economy
all parties need to co-ordinate activity and work in partnership to achieve common, agreed goals.
Destination Management is a process of co-ordinating all the aspects of a destination that contribute
to a visitor’s experience. It takes into account the needs of visitors, local residents, businesses and the
environment. A Destination Management Plan (DMP) is a shared statement of intent to manage a
destination over a stated period of time, articulating the roles of the different stakeholders and identifying
clear actions that they will take.
In June 2011, Ceredigion County Council approved its Tourism & Visitor Economy Strategy for
Ceredigion 2011- 2020*. The strategy was drawn up by the Tourism Company under commission from
Ceredigion County Council and the University of Wales Trinity Saint David, Lampeter. The development of
the strategy included a wide stakeholder consultation. It was agreed at the outset that this strategy should
be the backbone of the Destination Management Plan.
This Destination Management Plan therefore begins with the above strategy which should be referred to for
background information.
In June 2013, Visit Wales launched Partnership for Growth**, the Welsh Government Strategy for Tourism.
The aspirations for Ceredigion are in line with those of Wales as a whole.
The overall aim of the Ceredigion Destination Management Plan is to:
• Develop a high quality, viable and sustainable, all year visitor economy which
• Sensitively makes the best use of the distinctive natural and cultural qualities of the county and
• Maximises the value of tourism to the local economy
Our main target:
We aim for modest growth in both the volume and real value of tourism over the next decade. This is a
challenge in the current situation but we think a realistic target to aim for is a 1-2% growth pa, or 10%
overall growth over the next decade.
* Tourism & Visitor Economy Strategy for Ceredigion 2011- 2020 can be found at: www.ceredigion.gov.uk/public-it/tourism/stats
** Partnership for Growth can be found at: wales.gov.uk/topics/tourism/developmentl1partnershipforgrowth/?lang=en
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Destination Management Plan Ceredigion 2013 - 2020
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The Ceredigion Destination Partnership
The Ceredigion Destination Partnership was formed in 2012 to create a working structure for
tourism in the county. The Partnership meets regularly to discuss destination management matters.
One of the first targets for the Partnership was to develop this management plan and to agree the
action plan for the destination.
The Partnership will arrange annual public meetings to discuss matters relating to tourism and to
disseminate information about the destination management process, achievements and aspirations
to wider stakeholders.
The Executive Group of the Destination Partnership currently consists of the following organisations.
Additional partners will join the wider partnership as the process evolves.
Tourism
Partnership
Mid Wales
Natural
Resources
Wales
Twristiaeth
Ceredigion
Tourism
Mid Wales
Tourism
Ceredigion
Destination
Partnership
The
National
Trust
Federation
of Small
Businesses
Ceredigion
County
Council
Job Centre
Plus
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The Challenges
Now is the time to assess our future needs and priorities and to work together to plan future actions.
We need to build on our strengths, address our weaknesses, exploit our opportunities and minimise
our threats.
The Ceredigion Destination Partnership aims to attract more visitors to Ceredigion to grow the visitor
economy, especially in the off-peak seasons. Looking to the future, we face a number of pressing challenges
in order to do this and we accept that we share these challenges with many other UK destinations.
Challenge
Response
Increasing competition from other destinations
We aim to raise the profile of Ceredigion within
existing and potential markets
Identifying new markets and capturing business
from other domestic destinations
We will adopt a research-led development
approach and will sell what makes us different
Changing market requirements and all year round
aspirations
We will adapt to market needs and will provide
the sort of experiences, facilities and service that
people want
Tourism is often seen as being a stand-alone industry - the preserve of accommodation providers, attractions,
beaches and holidays for people from outside the county.
In Ceredigion, tourism is much more than that; it is a fundamental part of the county’s economy and culture:
• It provides opportunities for diversification in the agricultural and forestry sectors
• It provides a market for local food, arts and crafts producers
• It provides opportunities for second-income generation for many residents
• It links with higher education through courses, research and project delivery
• It provides jobs for local people
• It provides ‘on the doorstep’ recreation and leisure for residents
•It is the catalyst for many community-based projects that promote local distinctiveness and celebrate
local themes
•It provides facilities that benefit the health of local residents e.g. walking and cycling routes
•It brings in much-needed income for many small businesses that might not consider themselves as being
‘in tourism’.
By working together we can meet the challenges and achieve our aspirations. This plan identifies the current
priorities for investment and growth.
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Destination Management Plan Ceredigion 2013 - 2020
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Cross Cutting Themes
In developing this plan we are committed to sustainable growth that fully acknowledges that
those qualities that attract visitors to Ceredigion need to be safeguarded for future generations
of residents and visitors alike.
Delivery of the plan will take account of the following cross-cutting themes:
• The Welsh language
•Accessibility
• The natural environment
•Sustainability
• The need to create long-term value and jobs within our communities
• Research – ensuring activities are demand led
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The Strategic Context and Objectives
The Ceredigion Tourism Strategy identifies the four strategic objectives which form the backbone of
the Destination Management Plan. These objectives will drive activity and shape priorities over the
next 5-10 years.
SO1. To encourage more visitors to Ceredigion:
We need more visitors, particularly in off-peak periods. There is a need to raise the profile of the
destination and encourage those who are already familiar with it to return more often.
SO2. To invest in a quality product:
We need to enhance the quality of our offer at all levels. It is the better quality destinations and
enterprises, often irrespective of price, that perform the best. Quality facilities mean higher occupancy
and a longer season.
SO3. To invest in a skilled tourism workforce:
The skills of the workforce are a key component in the ability of tourism operators to offer a high
quality experience and to succeed in meeting their business objectives.
SO4. To adopt realistic performance indicators for tourism:
Quality management involves careful monitoring. We have agreed a series of practical, realistic
performance indicators and we will monitor the success of our actions by setting criteria that can be
quantified.
The above strategic objectives align with the focus points from the Visit Wales Partnership for Growth
strategy as follows:
•Promotion
SO1
• Product Development
SO2
• Place Building
SO2
• People Development
SO3
• Profitable Performance Overarching theme across all Strategic Objectives
Each Strategic Objective is explored in more detail over the following pages.
The Ceredigion Destination Management Plan has a separate working action plan that plots partner
activities against performance indicators. The action plan is a dynamic document that will be added to and
updated on a regular basis.
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Destination Management Plan Ceredigion 2013 - 2020
Promotion
Strategic Objective 1: To encourage more visitors to Ceredigion
One of our main challenges is increasing competition from other destinations. Our primary objective
in this section therefore is to raise the profile of Ceredigion within existing and potential markets.
We accept that to be effective our campaigns need to be led by research into market and visitor behaviour
and this needs to be used to inform partner activities. To this end, one of the activities of the Partnership will
be to develop and implement a partnership research plan that links product development and promotion to
informed investment.
PRIORITIES
1.To agree an identity that is relevant to modern markets. We will develop brand guidelines so that the
identity can be used consistently. We will develop and implement an effective joint marketing plan.
2.To make effective use of digital marketing, social media and user-led content. We will exploit any positive
opportunities for media coverage.
3.To support the delivery of tourist information services and to investigate alternative methods of delivering
tourist information in rural locations.
Context
We will build on the characteristics outlined in the introduction to promote the whole county as a quality
destination. To this end, we need to address the context and awareness of the name Ceredigion. We will
achieve this by working together to agree an identity that reflects the needs of the modern market.
We need to develop a more efficient and cost-effective marketing approach involving joint PR and digital
marketing. We will work in partnership to access and distribute stimulating product information for all media
and to target relevant market sectors. We will build on the existing high visitor satisfaction factor to target
return visits.
The county has a strong and well documented heritage and cultural asset that can be used for developing
and delivering local sense of place products. This is currently being highlighted by a number of television
programmes that are being filmed in the county. We must take advantage of this opportunity by
encouraging in-destination support and information to visitors attracted by this exposure.
Visit Wales sources information from all sectors that will raise the profile of Wales and its marketing areas on
a national and international basis. We will share interesting stories to support and grow these with national
media and trade contacts and with the widest possible audience of potential visitors. We will collaborate to
achieve this at a national, regional and local level.
Market and Visitor research
We need to know who our customers are and what they think so that we can develop appropriate marketing
messages. To this end, it is important to understand how visitors and non-visitors see Ceredigion in relation to
its competitors and to know what drives their destination decisions. We will work together to share existing
research and to commission new surveys across all trade sectors.
Means of communication
We will adopt an effective approach to sustaining existing markets and generating new customers based on
pro-active PR and digital marketing. We will make better use of social media to promote the destination.
We will investigate new ways of providing in-destination marketing material that summarises and presents
the best of the local offer.
Product led approach
We will work with partners to develop products that our customers want – see section 8. These products will
fuel our marketing activities.
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Product Development and Place Building
Strategic Objective 2: To invest in a quality product (1)
In the next two sections we look at our priorities for product development and place building.
Without doubt, Ceredigion’s finest assets and the main visitor draw are the coastline and access to Cardigan
Bay: award winning, well-managed beaches, good bathing water quality, attractive coastal towns and
villages, marine leisure and wildlife spotting opportunities. The majority of the county’s bedstock is located
on or near to the coast.
This asset must, therefore, feature highly in our aspirations for future investment but not at the expense of
the remainder of the county. Emphasis will focus on supporting and maximising opportunities wherever they
are located.
We acknowledge that growth will require continued investment to build on the existing products and to
raise the quality of provision. We will work to improve and, where possible, extend the offer in physical and
seasonal terms and to safeguard the jobs of those working in the industry. Where possible, we will encourage
investment that brings new jobs to the county thus offering a career path for our young people.
It is important to recognise how tourism links with other sectors and aspects of life in the county. As an
effective partnership we must work closely with and understand the needs of stakeholders in the wider
context.
Opportunities and resources for product and place development will often be provided by initiatives that
are not necessarily tourism sector driven, although tourism might be cited as justification for the project, a
benefit or as a target sector.
It is crucial, therefore, that all partners work together to ensure that projects are well-informed and customerled, otherwise we run the risk of duplication, displacement, market saturation and stand-alone projects that
lack relevance.
In general we will encourage fit-for-purpose projects that:
• provide income for local businesses
• provide jobs and career opportunities
• offer opportunities for farm and land diversification
• promote local produce and supply chains
• encourage healthy access to the countryside
• develop local distinctiveness
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Destination Management Plan Ceredigion 2013 - 2020
8a
Product development
To be visible above other destinations, we need to invest in our products to make them stand out in
terms of quality and desirability to the customer.
PRIORITIES
1. Continued investment in the coastal product:
•Securing bathing water quality of the highest possible standard, beach management, infrastructure
and accommodation.
•Further development of the Ceredigion section of the Wales Coast Path especially in the provision of
catering, refreshments and overnight facilities.
•Developing local sense of place initiatives that give the Ceredigion section of the Wales Coast Path
an individual and local feel.
•Encouraging small-scale developments that enhance access to Cardigan Bay and that cater for the
needs of the watersports community.
2.To develop quality products that enable us to combine activities to create attractive product packages
e.g. itineraries, events and trails featuring a combination of product, accommodation and transport
options:
•Further investment in access routes for all users in the countryside, especially the continued
development of strategic routes and local links. (see context below.)
•Enhancement of those routes by the development and growth of added value tourism products
e.g. food and drink trails, industrial and maritime heritage, faith, music, arts and crafts, literature,
genealogy etc. to provide an authentic sense of place experience.
3.The development and promotion of off-peak activities, notably events and also business travel. We
will support and promote facilities that improve wet-weather provision including activities that are not
weather dependant.
Context - Our Products
Ceredigion can offer many diverse attractions to a number of different markets and does not rely on one
single core element. This provides us with a strong and flexible base from which we can work. These products
need to develop to meet the requirements of the client market sector and should aim to exceed visitor
expectations if we are to encourage repeat visits and good word of mouth recommendations. Listed below
(in no particular order of importance) are our product development areas.
• Events Ceredigion already hosts a number of regular quality events based around different themes:
agriculture, food, sport, equestrian, cycling, angling, walking, heritage, music etc. These events are spread
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around the county both coastal and in-land and they are important for drawing in more visitors. We will
encourage the development, effective management and better promotion of existing events and will
strive to attract new, major high-profile events to the county.
•
Family Holidays The coast is one of Ceredigion’s main attractions for families seeking beach holidays
or for rural holidays within easy reach of the coast. Continued investment in this asset is a priority both in
financial terms and also from a resource and marketing perspective. The management of clean and safe
award-winning beaches that continue to achieve the highest possible bathing water quality is essential.
Other key priorities are the provision of toilets, beach cleaning, recycling and waste collection services, the
provision of lifeguard and beach officer services, disabled access, car parking and the control of dogs. The
continued investment in and provision of good quality added-value facilities such as accommodation,
retail, food and leisure activities is also a priority.
•
Food and Drink The availability of quality, affordable food and drink, delivered with good service is a
fundamental part of the visitor experience. It underpins all other aspects of a destination, regardless
of the activity or attraction that brings in the visitor. A recent project, Taste Trail Ceredigion has proved
very successful in bringing together local food producers. Ceredigion food products and brands have an
international reputation for quality and distinctiveness. The produce available today at farmers’ markets,
farm shops, local butchers, cafés, pubs and restaurants is wide ranging. Throughout the county there are
a variety of award winning producers including sea-food, cheese makers, beekeepers, vegetable growers,
flour mills and meat producers. The county has a growing number of drinks producers with whisky, gin,
beer and cider added to internationally known Welsh spring water brands. We will continue to work with
the food sector to ensure that local food and drink is of a good standard, is readily available and is well
promoted.
•
The Ceredigion section of the Wales Coast Path is one of the county’s finest assets for walkers, linking
together Ceredigion’s many fine beaches and coastal settlements. As part of the Wales Coast Path, this
asset can benefit greatly from national marketing campaigns. However, continued investment is needed
to ensure that the Ceredigion section stands out as a ‘must-visit’ and first choice part of the national
whole. The Cab-a-Bag luggage transfer scheme and the Cardi Bach local bus service are two examples
of initiatives that add value to the coast path and which need continued support and promotion.
Opportunities exist along the coast for year-round added value products such as local food, poetry,
folklore, arts and crafts. These must be developed to make the Ceredigion coast path experience better
than elsewhere. The accommodation sector must understand the needs of walkers and provide and
promote the services and facilities expected by them. Coastal communities need to engage with path
users and provide them with a welcome. The public sector needs to continue to provide and invest in the
infrastructure required to support the use of the coast path such as toilets, car parks, coherent signage,
access and information points, all ability access sections etc. A priority aspiration for this plan has to
be the completion of the southern part of the coast path in Gwbert, Cardigan and also the coherent
connection of the northern part of the path to Tre’r Ddol, Taliesin and Ynyslas.
•
Walking is probably one of Ceredigion’s most important products with visitors consistently rating
the countryside as a main attraction. As well as the coast path, the County Council continues to work
with partners to invest in an extensive county-wide network of promoted inland walking routes, with
the long term aim of providing a round Ceredigion walk. The remaining phase of this aspiration is the
development of a cross-border Teifi Valley route that links the coast path at Cardigan with the Ystwyth
Trail in Tregaron. A number of towns and villages within Ceredigion have successfully achieved Walkers
are Welcome status. The County Council has recently delivered the Paths for People project which has
improved many local paths around the county. We need to build on this work and to identify other
national schemes to attract more visitors.
•
Cycling There are a number of interesting routes for cyclists both on and off-road throughout the county.
Two Sustrans National Cycle Network routes NCN 81 Lôn Cambria and NCN 82 Lôn Teifi are promoted
via their own bespoke maps and guide books. The off-road mountain biking facility at Bwlch Nant yr
Arian and its cross-country Syfydrin trail are popular with locals and visitors alike and this site has scope
for further development in future. The multi-user Ystwyth Trail has two remaining development priorities:
to link the trail into the town of Tregaron and to transfer to an off-road section where it uses the highway
at Tyn y Graig. We will work with partners such as Natural Resources Wales and other landowners to
continue to enhance the cycling product.
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Destination Management Plan Ceredigion 2013 - 2020
•
Watersports The opportunities for major marine developments are limited along the Ceredigion
coastline. However, there are opportunities for the provision of improved and new small scale
infrastructure developments that cater for access to the sea. This is a growth area for Ceredigion with
many more people seeking access to Cardigan Bay waters and also to inland waterways. Dinghy sailing
and surf and sail board training facilities are available in key locations such as Borth, Aberystwyth and
New Quay. Llandysul is a nationally renowned centre for kayaking. Coasteering and river canoeing is
catered for in Cardigan. We will encourage the development of facilities that cater for these activities
including the reinstatement of the activity centre at Maesnant on Nant y Moch reservoir.
•
Equestrian Ceredigion County Council is committed to the improved availability and promotion
of equestrian routes throughout the county and is working with partners to increase the number of
promoted routes. These routes provide local opportunities for investment and economic interaction and
are often developed in partnership with private sector operators that can provide the facilities needed
by the equestrian sector. Combined with the growing interest in harness racing and the breeding of the
famous Welsh Cob, the equestrian product continues to grow.
•
Angling Ceredigion can boast a complete package when it comes to angling with opportunities
for quality course, game, sea and shore fishing. There are over 25 angling clubs and private fishing
operations in the county as well as a number of boat operators offering fishing trips into Cardigan Bay.
Beach fishing is a popular activity all along the coastline. Ceredigion pioneered the Anglers Welcome
scheme bringing together accommodation that can cater for the needs of anglers of all disciplines.
Many private fisheries have continued programmes of investment. Angling clubs offer guiding services to
visiting anglers. We will work with partners, especially Natural Resources Wales, to continue to enhance
the angling product.
•
Golf The county has four championship 18-hole courses (two of which are links courses and one of
these can boast to being the oldest golf club in Wales) and six 9-hole courses. The clubs have previously
considered working together to promote the availability of spare capacity. We will encourage this type of
partner activity to consolidate the product throughout the county.
•
Culture and Heritage We will encourage further investment at our key heritage sites such as the
National Trust property at Llanerchaeron, Cardigan Castle, the Cadw properties at Strata Florida Abbey
and Furnace, the National Library of Wales, Ceredigion Museum, the Urdd facility at Llangrannog and
initiatives in the former metal-mining communities.
Ceredigion has two narrow gauge railways, the Vale of Rheidol in Aberystwyth and the Teifi Valley
Railway at Henllan near Cardigan, and the funicular Cliff Railway on Constitution Hill in Aberystwyth.
These attract many visitors throughout the year and we encourage further investment in these
attractions.
The cultural offer extends beyond the built heritage and industrial past. The county’s links with the poet
Dylan Thomas have yet to be fully exploited and we will build on the legacy of the Dylan Thomas 100
celebrations. There are many other literary-based subjects that are worthy of development into a more
viable tourism product and many of these have strong links to the Welsh language. We will work with
partners to strengthen this product area.
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The county has a strong cross-denominational faith tourism product which has scope for development
and promotion in international markets. These include links with the patron saint of Wales, St David;
international missionary work; the National Catholic Shrine of Wales in Cardigan; the growth of early
non-conformism in Llangeitho; the concentration of Unitarianism in the Teifi and Aeron valleys with
strong links to early American settlements and pilgrim routes linking Strata Florida and Llanllyr Abbeys
with St Davids in Pembrokeshire. Faith tourism can diversify into many associated subject areas such as
genealogy, architecture, local history and spirituality. It is an ideal vehicle to bring visitors deep into rural
communities. Growth in the faith tourism product will be encouraged and we will work with partners
including the University of Wales Trinity Saint David, Lampeter, as a leading body in the field to achieve
this.
The maritime history product of the county is very underdeveloped. The county has a strong maritime
legacy that includes ship building, international import and export of goods, smuggling, herring fishing
and emigration. Maritime history also plays an important role in shaping the vernacular architecture
of the county. We will strongly encourage the development of co-ordinated projects that celebrate this
important aspect of the county’s heritage.
•
Arts, Music and Crafts Ceredigion is home to many contemporary artists who work in a range of media.
Many open their studios or put on special exhibitions during the annual Ceredigion Art Trail. There are
exhibitions at the Aberystwyth Arts Centre and at Theatr Mwldan and a growing number of art galleries
across Ceredigion as well as a number of public art installations throughout the county. We will work
with partners in this sector to help provide gallery and performance space across the county where it is
practical and appropriate.
The county has five contemporary theatre facilities: Aberystwyth Arts Centre and Arad Goch in
Aberystwyth, Theatr Felinfach located between Aberaeron and Lampeter and Theatr Mwldan and the
Small World Theatre in Cardigan, all of which cater for a wide variety of performances and audiences.
•
Gardens and Growers The climate that supports Ceredigion’s lush countryside also benefits commercial
growers and keen gardeners. Historically, the county had many walled gardens attached to the country
houses supplying food for the household and guests. Surviving examples open to the public remain
at Llanerchaeron and Ty Glyn. A historic manufactured landscape, the brainchild of Thomas Johnes
reflecting the ideas of the 18th century Picturesque movement, is being restored at the Hafod estate
under the management of Natural Resources Wales and a local Trust.
Many private gardens are members of the National Gardens Scheme and open at various times of year
to the public. There are some 25 commercial growers in the county ranging from large garden centres to
small specialist growers; many of these are open to the public. We will work with this sector to ensure that
the product can reach its full potential.
•
Accommodation and attractions To support the aspirations for product development, continued
investment in the accommodation, attractions, food and drink and retail sectors is needed. The county
benefits from an accommodation sector that is mostly graded at the higher end of the scale. In bedstock
terms, the sector is dominated by the static caravan market followed by self-catering accommodation;
however, there is a shortage of bunkhouse/hostel accommodation (especially along the coast path).
We will encourage the use of research to inform where strategic gaps exist and then to investigate
opportunities for relevant investment.
The county lacks a choice of quality all-weather attractions. We will encourage the sustainable
development of such attractions where opportunities exist.
•
Business travel is a growing market, especially in Aberystwyth. We will encourage developments that
meet the needs for this sector.
• Vehicular Tourism Many day visitors arrive by car or motorcycle, touring via the Cambrian mountain
routes into Tregaron or via the Elan Valley into Devil’s Bridge and Aberystwyth or along the main A487
coast road. These routes are also popular with owners’ clubs and interest groups for organised outings
and this presents a potential growth market given recent exposure on programmes such as Hinterland.
There is potential for marketing that attracts this type of activity.
In recent years there has been a noticeable increase in the number of motorhomes visiting the area.
Bespoke facilities for this type of vehicle are lacking and there is potential for growth in this market.
Off-road access to the countryside is a pastime that has traditionally been popular in the more remote
parts of the county. There is potential for growth in this sector.
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Destination Management Plan Ceredigion 2013 - 2020
8b
Place Building
Strategic Objective 2: To invest in a quality product (2)
To be a successful tourism destination we need to work together to provide a high quality environment
for the visitor that benefits the host communities and helps to generate income and jobs.
We also need to make access to and within the county easier by both private and public transport.
To this end, the Ceredigion Destination Partnership is committed to working together to deliver a sustainable
and effective destination management programme that meets the needs of the resident population as well
as the visitor.
PRIORITIES
1.The co-ordination of basic destination requirements such as signposting, parking facilities, toilets, tourist
information, litter collection and encouraging further investment in these key areas.
2. Investment in the transport infrastructure especially into the county, including road and rail
improvements and road signage to destinations within the county particularly from the M4 corridor via
the A40 and the A48 in Carmarthen.
3.To work together to deliver an authentic and sustainable sense of place experience to our visitors:
•To support key strategic investments such as the Aberystwyth Regeneration Area, the Cardigan Castle
development and the Teifi Valley Local Growth Zone and to encourage further public and private
sector investment in these areas.
•To encourage greater investment in the physical environment of smaller towns and villages, including
the built heritage asset.
Context
•When discussing the coastal product in the context of place, some of the fundamentals are important
for visitors - signposting, car parks, beach management, toilets, tourist information, litter collection etc. If
we get this right, the added value items such as delivering an authentic sense of place experience will fall
into place more easily.
•We will encourage initiatives that draw out the local sense of place thus exploiting the overall
distinctiveness of Ceredigion. We will encourage greater use of local food, arts, crafts, biodiversity,
heritage and culture to support this objective.
•In the south of the county, on-going project work at Cardigan Castle and the proposals for a Teifi Valley
Local Growth Zone will be an opportunity for growth and investment. Opportunities for working with
cross-border partners in Carmarthenshire and Pembrokeshire will be explored to maximise investment
and growth in the market towns of the Teifi Valley.
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•Aberystwyth is currently attracting a significant amount of investment resulting from its status as a
Regeneration Area under the Welsh Government’s Regeneration Strategy. As an established centre for
commerce, education and leisure, this investment will help to sustain the importance of the town in
mid and west Wales as a first choice destination for business, retail and associated activities and will
bring much needed jobs to the area. Future plans are in place for the development of a state-of-the-art
athletics and cycling facility that will again bring focus on the town as regional centre for quality sports
events. We will encourage on-going development and investment and will support the promotion of the
town as a centre of regional importance.
•Working with cross border partners we will encourage investment and development in line with the
aspirations of other spatial initiatives: The Cambrian Mountains Initiative presents opportunities for
businesses in the necklace of small towns and villages surrounding the Cambrian Mountains. The Dyfi
Biosphere, the only such UNESCO designated site in Wales, also presents opportunities for localised
investment. The proposals submitted as part of the Teifi Valley Local Growth Zone initiative will present
opportunities that will develop that area as a tourist destination and will benefit communities along the
river Teifi.
•Visitors spend a large proportion of their time and money in the towns and villages of any destination.
The quality of the built environment is an important part of the visitor experience and we will encourage
schemes that bring physical improvements to the towns and villages of the county thus maximising
the economic benefit from visitors. We will also encourage schemes that improve or enhance the built
heritage asset of our towns and villages such as Townscape Heritage Initiative grants.
•Most of the county’s key attractions are based on natural beauty. It is paramount that this
environmental asset is maintained for future generations. We will encourage greater investment in
effective management of the environmental asset, be that agricultural, marine or countryside, landscape,
environmental or wildlife.
•Vehicular tourism has been referred to previously. The noticeable increase in traffic during the established
tourist season places demands on the existing infrastructure. Demand for car, motorcycle and
motorhome parking increases, raising local parking issues and congestion at many coastal destinations.
Demand for toilets at key locations, and rubbish collection also increases. The partnership will work
together to address these issues and will encourage further investment in facilities where they are known
to be appropriate.
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Destination Management Plan Ceredigion 2013 - 2020
9
People Development
Strategic Objective 3: To invest in the tourism workforce
We acknowledge that tourism operators require a skilled and confident workforce in order to offer a highquality experience which meets or exceeds customer expectations.
PRIORITIES
1.To develop and implement a Ceredigion-focused customer service programme, including a tourism
mentoring scheme. Successful implementation will send out a consistent message and level of customer
service quality.
2.To encourage businesses to take advantage of training opportunities to improve the skill base of the
workforce at all levels of the business. We will work with partners to identify and fill skill gaps and to
promote tourism as a career choice for young people. We will investigate the practicalities of producing a
skills directory that is relevant to the industry.
3.Encourage participation in sense of place initiatives and best practice learning journeys in order to make
the Ceredigion offer more distinctive
Although much work is being done to provide training opportunities, experience shows us that take-up of
training is relatively weak from the majority of small businesses in Ceredigion.
•We will encourage businesses to invest in their workforce as this will help them to adapt to meet changing
market trends and customer needs.
•We will support a range of activities that will encourage business owners to take advantage of new and
existing opportunities for staff development across all levels of their business.
• We will encourage more young people to consider tourism as a long-term career choice.
•There are many providers of support and training and we will work with partners and other local agencies
and organisations to provide business advice and training in areas such as business management,
marketing, customer care, chef skills and local product knowledge.
•We will work with regional and national partners to encourage more sense of place initiatives. Through
partnership working and appropriate business development events/training, we will help to raise
awareness of and promote iconic products within Ceredigion.
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10
Performance Management
Strategic Objective 4: To establish quality management processes
To be credible, the Destination Management Plan needs to be able to demonstrate what actions have
been undertaken and where successes and gains are being made.
To support the aspirations contained within this document a Destination Action Plan has been developed
which links directly to each Strategic Objective and its relevant action points.
Every action in the plan will show the partners most appropriate for its delivery and the performance
indicators by which it is going to be monitored and assessed.
The action plan will be reviewed on an on-going basis.
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Contacts
The delivery of the aspirations contained in this plan will fall to the partners to deliver elements
as appropriate within their remit.
The contact details of the partners on the executive group are given below:
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Organisation
Telephonee-mail
Ceredigion County Council
01970 633063
Ceredigion Federation of Small Businesses
[email protected]
Job Centre Plus
01437 823252
[email protected]
Mid Wales Tourism
01654 702653
[email protected]
National Trust
01545 573025
[email protected]
Natural Resources Wales
0300 065 3000
[email protected]
Tourism Partnership Mid Wales
01654 705940
[email protected]
Twristiaeth Ceredigion Tourism
01239 615554
[email protected]
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