2011 PEMBROKESHIRE TOURISM AGM

THE TOURISM SUMMIT

ST BRIDES SPA HOTEL

13TH January, 2011

Pembrokeshire – Open all Year

 Membership
Board of Directors
Accommodation –
serviced and
unserviced

Attractions and
Caravan and Activities
Camping
Arts and Crafts

Pubs and
Events
Restaurants

Pembrokeshire – Open all Year

Visitor Economy value of £500m to
Pembrokeshire
Tourism
Trade

Visitors
and
Locals
Supply chain
Supplier
members

Pembrokeshire – Open all Year

 Food for thought ...
• 4.2m Visitors per Annum
• 13.7m visitor days per annum
• Average stay : 3.3 days per visitor
• £521m total visitor spend
• 14,108 FET jobs
• 2,114 FTE indirect jobs
• 1m tourist vehicles per annum
• SOURCE: STEAM RESEARCH FOR PEMBROKESHIRE 2008

Pembrokeshire – Open all Year

Membership Numbers and Projections
575
Projections

600
Regional

1400

Pembrokeshire – Open all Year

 Funding Pembrokeshire Tourism
Funded by You – THE MEMBERS
Regionally supported by the South West
Wales Regional Tourism Partnership

Independent Trade Body,

working on your behalf

Pembrokeshire – Open all Year

The Tourism Layers
EUROPEAN PARLIAMENT – (state aids)

UK GOVERNMENT – Visit Britain

WELSH ASSEMBLY

SOUTH WEST WALES REGIONAL

TOURISM PARTNERSHIP

LOCAL AUTHORITY - PCC

PEMBROKESHIRE COAST NATIONAL

PARK AUTHORITY

WALES TOURISM ALLIANCE REP 7,000

BUSINESSES
Pembrokeshire – Open all Year
 What you tell us you need from your
Membership ..

•NETWORKING OPPORTUNITIES
•FOCUSSED AND RELEVANT
•BEING KEPT INFORMED
•SAVING MONEY FOR YOUR BUSINESS
•GETTING THE TOURISM IN PEMBROKESHIRE
HEARD AS A COLLECTIVE VOICE

Pembrokeshire – Open all Year

 How do we achieve this?
•By providing workshops, activities, trade days
•Focussed and relevant training with like minded
people via Gallu – providing training for your
individual needs
•Keeping you informed through the e-newsletter
press releases, focus groups, sector meetings,
touring surgeries
•Developing the supplier network – integrating
suppliers into events
Pembrokeshire – Open all Year
Getting your Collective Voice Heard!

•Task & Finish Groups

•Direct Liason with WAG
•Visit Wales
•Local National Politicians
• REGIONAL REPRSENTATION ON THE
MINISTERIAL TOURISM ADVISORY
PANEL
Pembrokeshire – Open all Year
 The Year in Retrospect ....
• SKILLS – Training and Development
•QUALITY – Through the keyhole
Grading awareness
Tours and Trade Events
•SUSTAINABILITY – Workshops in
conjunction with PCNPA/Vwales/Carbon
Trust – 72% of visitors say environmental
sustainability is a driver to choosing a
holiday destination Pembrokeshire – Open all Year
 The Year in Retrospect ....

• DISABILITY - 12% of visitors to Wales

are disabled, ageing population
• FOOD TOURISM SKILLS – Training and
Development – FFRES
•Bringing producers to end users

Pembrokeshire – Open all Year

 The Year in Retrospect ....

% Visited food establishment because Welsh food was on the menu

Source : Visit Wales 2009 Visitor Survey

39
34
28 28
25
22
19 17

Total Wales Other UK Overseas North South West South East Mid

Pembrokeshire – Open all Year

 The Year in Retrospect ....
• RESEARCH – Anecdotal Evidence and
yearly Business Trade Surveys
• POLITICAL BRIEFINGS – Tours and
Debates - Wales Tourism Week
• MAJOR EVENTS - Supplier to Buyer,
VW joint roadshows, regional events
•PROMOTING PARTNERSHIPS: Business
to Business, Destination Pembrokeshire
Partnership
•CONFERENCE PEMBROKESHIRE
Pembrokeshire – Open all Year
EXTENDING THE SEASON THROUGH:
EVENT GRANT
SUPPORT

PROVIDING
PROMOTIONAL
OPPORTUNITIES

AUTUMN
WINTER GUIDE
Pembrokeshire – Open all Year
Pembrokeshire – Open all Year
 CHALLENGES AHEAD
• FINANCIAL LENDING/SUPPORT
•ECONOMIC RENEWAL PROGRAMME – TOURISM NO LONGER IN TOP 6
• COMPREHENSIVE SPENDING REVIEW / WAG REVIEWS / LA BUDGET CUTS –
THREATS TO DESTINATION COMPETITIVENESS E.G. COASTAL FOOTPATH,
HAVEN WATER TAXI – REDUCTION OR DELETION OF SERVICES
•Digital Media – Trip Advisor, Social Media, Google listings, smart PHONES
etc.
•Rural Not Spots – Broad Band
• Holidaying Overseas or the Staycation, Volcation
Pembrokeshire – Open all Year
 OPPORTUNITIES AHEAD
TISS funding
Digital Media Convergence Bid
Other convergence pots – CCW, Cadw, Coastal Heritage etc
Strength of branding recognition with Gallu, partnership working with
the Workforce Development Group
Destination Pembrokeshire Partnership
Continued trade engagement/research and survey datas
PEMBROKESHIRE TOURISM NEW WEBSITE
Pembrokeshire – Open all Year
 OPPORTUNITIES AHEAD

PEMBROKESHIRE

Pembrokeshire – Open all Year

Pembrokeshire – Open all Year