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Edition 3 • November 2005

Cynghrair Twristiaeth Cymru

Wales Tourism Alliance

WTA Conference 2005 Special AA Manifesto Manifesto For For Tourism Tourism In In Wales Wales

Landmark Year For Tourism In Wales

“Let’s Work Together!”

Unity Vital in Year of Change – BHA

New WTA Campaign

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Welsh Meat – The Sign of Quality

When you buy branded Welsh Lamb and Welsh Beef you can be sure that you are buying a high quality product that was born and reared in Wales with strict quality standards.

Welsh Lamb, along with Welsh Beef, has been awarded the designation of the prestigious Protected Geographic Indication (PGI) status in recognition of this high quality and its special regional identity. This status ensures that only beef which has been born and reared in Wales can be marketed as “Welsh” within the EU. Welsh Lamb and Welsh Beef are delicious and versatile and can make any meal special.

Red meat plays an important part in a healthy balanced diet and is an excellent source of iron and protein.

When purchasing branded Welsh Lamb and Welsh Beef you can do so safe in the knowledge that it is produced in accordance with strict rules governing environmental, safety and animal welfare standards, which are independently set and monitored.

For further information about Hybu Cig Cymru / Meat Promotion Wales contact us at: PO Box 176, Aberystwyth, SY23 2YA Tel: +44 (0)1970 625050 Fax: +44 (0)1970 615148 Email: enquiries@hccmpw.org.uk www.hccmpw.org.uk

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WTA CHAIRMAN’S MESSAGE

Landmark Year For Tourism In Wales

By Julian Burrell, Wales Tourism Alliance Chairman

A WARM WELCOME to the Wales Tourism Alliance’s fourth annual conference at the Metropole Hotel, Llandrindod Wells.

This famous landmark is a suitable setting for this year’s WTA conference. The hotel has grown and developed – and continues to ambitiously plan to raise standards and quality – and so has moved a long way from its original market that tapped into the highly successful spa town holidays of a different era.

We all have to raise standards, improve quality, to grow and to positively develop – and in 2005 that applies not only to the tourism industry in Wales but also to the WTA and the Welsh Assembly Government.

Nearly seven years ago, the WTA was a fledgling trade association with a central objective of convincing the Assembly that Tourism was an important enough industry to warrant inclusion in the new Economic Development portfolio.

That goal was achieved – and today WTA stands as the “Voice of the Industry” in Wales, working in partnership with the Welsh Assembly Government’s Economic Development and Transport Minister Andrew Davies and his department. The Minister regularly emphasises the crucial importance of our industry to Wales and of the WTA to the political process.

industry’s needs and wishes and to guide the political process towards effective implementation whenever possible.

The Assembly is positively developing and so must the WTA. We must work together to raise the status of the industry in Wales even further, to address skills shortages and to encourage a working partnership of WTA, industry and Welsh Assembly Government to improve quality and to increase visitors to Wales.

There are a number of issues that we have to get right along the way.

WTA Conference 2005 will seek to raise some of these important member concerns.

Higher costs, skill shortages, business rates, grading, nosmoking policy, public facilities, business grants, marketing Wales… there is plenty for us to talk over and resolve.

Conference 2005 is a platform to develop the working partnerships with the Welsh Assembly Government and local government in Wales. To get across our views and to help produce reasonable political solutions.

To produce a manifesto for the Tourism Industry in Wales in 2006 – one that we need to deliver if we are to truly grow and develop our industry.

“We must work together to raise the status of the industry in Wales even further, to address skills shortages and to encourage a working partnership of WTA, industry and Welsh Assembly Government”

I am delighted that he will be with us to deliver the keynote speech to delegates at our fourth industry dinner on Sunday, November 6th.

If you would like further information about the Wales Tourism Alliance please contact us at the address below: Wales Tourism Alliance, Floor One, Dominions House North, Queen Street, Cardiff. CF10 2AR TEL: 029 2038 4440 FAX: 029 2039 9392 EMAIL: info@wta.org.uk

© Wales Tourist Board

Next April, when the Wales Tourist Board has formally merged with the Assembly, we are aware that WTA must further develop to represent the

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MINISTER’S ADDRESS

Next April, Wales Tourist Board will cease to exist and the Welsh Assembly Government will administer tourism support services. Here Economic Development and Transport Minister Andrew Davies explains his vision of a “more cohesive approach in developing the tourism industry in Wales.”

Collaboration Key To New Commercial Focus THE TOURISM SECTOR

generates around £2.5 billion a year to the Welsh economy. As with all sectors of our economy, the Welsh Assembly Government is committed to the continual improvement of quality in all aspects of the industry.

The merger of the Wales Tourist Board with the Welsh Assembly Government provides a platform for the development of a more cohesive approach in developing the tourism industry in Wales and maximises the impact of the industry on our economy.

With visitors to Wales becoming ever more discerning and increased global competition in the tourism industry, we have to continue to raise our game and improve the quality of what we can offer the growing number of visitors to Wales.

This collaborative approach is essential if we are to continue to improve and develop the tourism industry in Wales.

We cannot be complacent or ignorant of the competitive pressures we face in marketing Wales on the international tourism market.

We have to adapt, and adopt new processes, listen to the industry and deliver a more effective, joined-up and targeted approach.

As a Government, we have recognised the importance of the Welsh tourism industry, reflected in part by the record level of investment we have allocated to the Wales Tourist Board over the last few years.

The effectiveness of the tourism marketing campaigns run by the WTB have gained international recognition. Future marketing

“The new merged organisation will provide a sharpened commercial focus between the Assembly Government and the sector, with increased transparency and levels of consultation with the industry.” campaigns will continue to be promoted effectively and vigorously, and will reflect the need to tailor promotions to the customer in the market place as well as the needs of businesses in Wales.

The new merged organisation will provide a sharpened commercial focus between the Assembly Government and the sector, with increased transparency and levels of consultation with the industry.

With more than 7,000 members, the Wales Tourism Alliance is the key organisation for the tourist industry in Wales. The WTA has played a pivotal role in the development of the industry and I have always valued the sometimes challenging, but always constructive contributions from the Alliance and its members.

These are very exciting times for the Welsh tourism industry. Across the world, Wales is seen as an attractive destination for business and leisure. I look forward to continuing the close working relationship with the WTA and to building on the successes of the past to maximise the many opportunities available to us.

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WTA LOOKING BACK

That Was (nearly) 2005… That Was…

Another Busy Year In The Life Of WTA 2004

NOV

ON SUNDAY, OCTOBER 31 and Monday, November 1, the Wales Tourism Alliance staged its third annual conference at the Celtic Manor Resort, Newport.

More than 150 delegates attended to hear Economic Development and Transport Minister Andrew Davies tell us he wanted WTA to play the central role in assisting with the introduction and implementation of the new WAG arrangements that will result in Wales Tourist Board – with Elwa and WDA – linking into the Assembly’s EDT department

by April 2006.

Concern was expressed that some north Wales resort operators were faced with demands to register their premises, at considerable cost, as a “House in Multiple Occupation” under the Housing Act 1985.

CHAIRMAN JULIAN BURRELL and the WTA team set about implementing an eight-point plan agreed by members on the WAG/WTB merger, attending a merger meeting involving other leading trade organisations. Two days later Julian again met Andrew Davies for ninety-minutes of talks. “It enabled the WTA to fully air the major concerns voiced by the industry and look at positive ways forward with the Minister,” said Julian Burrell.

2004

DEC

WTA and Welsh Assembly Government in unison

The WTB’s new UK marketing campaign was launched at the Millennium Centre, Cardiff, on 15 December. WTA Newsletter reported: “The adverts convey the sense of place, the landscape and the welcome in a calm, laid back and humorous manner… undoubtedly, the new campaign will prove to be as equally popular as “The Big Country” – if not more so.”

The WTB launched the new harmonised selfcatering scheme at the WASCO AGM on 1 December following extensive consultation with the trade.

JAN

On 21 January, WTA stressed to WTB the need for immediate action to convert interest stimulated by excellent WTB marketing into actual visitors. WTA successfully requested VisitWales should be restructured allowing each tourism sector its own links.

The Tourist Boards’ grading schemes for self-catering accommodation were now harmonised across England, Scotland and Wales. WTB was expected to announce details of harmonised schemes for serviced and hostel-type accommodation by the end of April 2005.

Trade consultation began relating to the proposed common grading system for serviced accommodation in the UK.

Lord Marshall, the new VisitBritain chairman, spoke at the British Tourism Development Committee meeting in London on 26 January. VB continued to discuss an implementation date for an “inspected only” policy.

A survey of British Hospitality Association members revealed that future increases in the National Minimum Wage could threaten jobs and hours worked in the industry.

WTA Executive member David Williams, of the Ambassador Hotel, Llandudno, was appointed 2005 Chairman of the British Hospitality Association’s National Executive, in succession to Andrew Guy.

2005

THE CONSULTATION PROCESS on Welsh Assembly Government proposals to merge with Wales Tourist Board, WDA and Elwa, was underway.

Esther Roberts (WTA Executive and North Wales Tourism RTC) dealt with Houses of Multiple Occupation.

The WTA’s Small Serviced Sector Forum met on 28 January. The Forum, supported by WTB, was proving a very useful voice for B&B, small hotel and guest accommodation operators.

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WTA LOOKING BACK

That Was (nearly) 2005… That Was…

Another Busy Year In The Life Of WTA WTB SENIOR EXECUTIVES met with WTA’s General Members on the 2nd for talks on the WAG/WTB merger – probably the first time that representatives from all of the tourism industry and WTB’s directors had met together.

2005

2005

FEB

APR

On 22 February, WTA chair introduced the first meeting of the SE Wales Tourism Industry Forum. The Forum, backed by Capital Region Tourism, was to link the SE industry with the WTA.

2005

MAR

Britain’s Blue Flag Beaches included no less than 109 in Wales (out of a total of 373 for the whole of the UK) ranging from Aberdaron on the Lleyn to Wiseman’s Bridge in Pembrokeshire.

The National Caravan Council reported that 2004 was a record year for the industry.

THE QUALITY REVIEW Group concluded much of its work on Grading Common Standards at its 1 March meeting.

At the British Travel Trade Fair, WTA chair warned the UK Tourism Minister about the consequences of the new liquor licensing fees for small operators.

The first UK Tourism Conference was held at the QE II Centre in London.

AFTER MONTHS OF discussions and debate, the WTA delivered a 48-page response to the Welsh Assembly Government’s consultation on the merger proposals.

2005

MAY

Smoking in public places was high on the political agenda

WTA PRODUCED ITS own General Election Tourism Manifesto for distribution to all candidates of the main political parties in Wales.

The WTA issued a press release calling for lower fuel costs but urging protesters not to blockade refineries.

Statutory Registration in Wales was a headline policy within the Queen’s Speech on 17 May.

Wales Tourism Alliance launched a sixmonth campaign to fight crippling rises in Business Rates experienced by members in parts of Wales. “It really is unacceptable that some members have seen their business rates nearly double by revaluation,” said Julian Burrell.

WALES TOURISM ALLIANCE launched attacks on the mounting costs of running tourism businesses in Wales with a media campaign to highlight swingeing increases imposed by new licensing fees and business rates.

2005

JUN

Aberdaron: A Blue Flag Beach

The Assembly looked set to introduce a ban on smoking in enclosed workplaces and enclosed public places within two or three years, after pressing the UK Government for the enabling powers.

WTB commences consultation with the industry on Statutory Registration minimum standards criteria.

© Wales Tourist Board

The Welsh Assembly Government published the 125 merger consultation responses – including WTA’s – that had been received by WAG.

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Kevin Jones and his wife Dianne, of Aberconwy Web Solutions Ltd, won the prestigious Western Mail Business Awards Ecommerce Award. The couple run Aberconwy House in Snowdonia.

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WTA LOOKING BACK

© Wales Tourist Board

A patchy season was reported by almost all sectors

LONDON WON THE 2012 Olympics and the industry in Wales was “delighted”, said Julian Burrell. “I am sure this will have a major impact on the whole of the industry across the United Kingdom”, said Mr. Burrell.

2005

JUL

The British Hospitality Association’s annual lunch on 7 July went ahead with only a fraction of its planned guests attending because of the London bombings which occurred earlier that day.

A provisional timetable for Statutory Registration indicated framework legislation, which would not include criteria or operational details, would be through Parliament by the end of 2006.

The scheme would then be introduced in either 2008 or 2009.

WTA congratulated WTB Chair Philip Evans, made a CBE in the Queen’s Birthday Honours List, and Ros Pritchard, Director General of the BH & HPA who received an OBE. An MBE was awarded to tour guide Pat Hughes.

Tourism Minister James Purnell – but it seemed that little progress was being made.

A WTB survey of visitor attractions showed that in 2004, paid admission attractions recorded a slight decrease of 1.6% visitors compared to 2003 – whilst free admission operators saw an increase of 3.3%.

2005

AUG

THE WTA ANNOUNCED it would hold a Parliamentary Reception for the tourism industry in Wales at the House of Commons on the evening of Monday,

14 November, 2005.

WTA officers were to work with WTB’s Cultural Tourism Officer Julie Russell to build the industry into plans to develop visitor hotspots around cultural attractions.

BHA GAVE EVIDENCE on the future structure of liquor license fees, pointing out the discrepancy between ministerial claims that industry will save money and the very high entry costs.

2005

SEP

Latest research following the 7 and 21 July bombing incidents in London concluded both the capital’s and UK’s visitor economies were still expected to see overall long-term growth – but there was evidence of dispersal of visitors from London to the rest of the UK. WTA members’ feedback on the season, at a meeting on 7 September, produced a mixed response regarding the year as a whole, but most representatives were optimistic for a very good Autumn.

A new points-based system for controlling immigration into the UK from outside the EEA, whether that be for employment, training, study or cultural exchange may have detrimental consequences for the Tourism Industry A further meeting of the Quality Review Group was held in London on 30 September to review progress on Common Standards implementation.

At UK level, licensing fees discussions were underway with UK Honours for Philip and Ros

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WTA ENVIRONMENTAL LEGISLATION

NetRegs – Making Green Advice “Black And White” For Businesses FEWER THAN ONE in ten small and medium-sized enterprises (SMEs) think their activities could harm the environment, according to new figures published by NetRegs (www.netregs.gov.uk) – a website dedicated to helping small firms understand their environmental responsibilities.

“SMEs could be risking heavy fines if they do not comply with environmental legislation”

The UK-wide survey (SME-nvironment 2005) that included over 1,200 SMEs from Wales, was conducted to assess the level of environmental awareness and compliance amongst SMEs. It found that only 7% of businesses surveyed thought they undertook activities that could cause harm to the environment. Although this represents a 2% increase on the figure for 2003, this low figure shows that many small businesses are still in the dark about the impact of their activities on the environment.

The findings weren’t all discouraging though. Nearly a third (31%) of SMEs surveyed said they have introduced practical measures to reduce environmental harm in the last two years.

SMEs could be risking heavy fines if they do not comply with environmental legislation. Information and advice for small businesses is available on NetRegs – a joint initiative between the

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Environment Agency Wales, the Environment and Heritage Service in Northern Ireland and the Scottish Environment Protection Agency.

It provides clear and concise guidance on how to comply with the environmental legislation governing business activities in over 100 business sectors, and provides advice that can help businesses save money and become more competitive. The site is free to use and anonymous – there is no need to register.

To protect your business and the environment, log on to NetRegs today, at www.netregs.gov.uk

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WTA TRAINING

The drive is on to compete with the best as…

Tourism Training Reaches New Heights “EDUCATION, EDUCATION, EDUCATION” – as someone once

development. This project is the second phase, that aims to demonstrate to businesses the opportunities they too have to improve the quality of their products.

said – is key to the success of the nation, but even more so to the future of Wales’ tourism industry.

The Forum is continuing to work with businesses throughout Wales and has started on a programme of mentoring where successful business people will be able to support others in the development of their businesses.

With record levels of visitors to Welsh resorts and facilities, the Tourism Training Forum for Wales (TTFW) is determined to help businesses ensure that people enjoy their experience and want to return.

At the 2005 Wales Tourism Awards TTFW will sponsor the Best Practice – Learning to Succeed Award, which will be presented to the trainer or training organisation which most meets the industry’s needs.

“It’s great that people want to either visit or stay in Wales for their holidays, but if they’re going to return we have to compete with the best,” said Communications Manager Huw Evans.

TTFW will be concentrating on innovative practices where training providers are listening and reacting to the needs of businesses.

Membership – an offer you cannot afford to miss!

Already, 14 innovative Exemplar projects have been celebrated at regional events around the country, at Ynys Môn, Aberystwyth, Aberafan and Cardiff. They are being championed as best practice examples for others working in Wales.

WTA members and affiliates are being offered a one-off opportunity to join TTFW and be entered into a prize draw for two people, dinner bed & breakfast for two nights at an hotel of their choice, up to the CYSTA DLEUAETH value of £500 – for R H AD AC FREE!

In 2003 TTFW highlighted the work of Wales’ Exemplar businesses who succeeded most in developing their business through skills and knowledge training, innovative practices and team

Details will be found in NNILL 2 NOSO N I DDA all delegate packs at U O BOBL the November WTA , c in io , gwely conference and a brecwas members should t am d dwy no have already son mew received a mailback d n gwesty o’ch ewis, sy dd wert form. h hyd at £500.

Members will receive information and support packages for free, and have an opportunity to join in the debate and help give direction to the Forum’s work in Wales.

“We have long extolled the virtues of skills and knowledge development, and indeed more and more businesses across Wales are taking up the challenge and concentrating on capitalising on those opportunities which exist.

“We are now looking to highlight those trainers and providers who can deliver courses and projects which benefit businesses most.”

Whodoiask in Welsh?

Try gofynibwy.com!

TTFW’S UNIQUE TOURISM business support website, www.whodoiask.com is already hosting around 65,000 hits a month and now, to meet the needs of those who prefer to conduct their business through Welsh, it has a sister site under construction, www.gofynibwy.com!

Both will provide tourism business operators with everything they need to establish, run and develop their business – including links to other useful sites – and all for free. Neither site will require registration, passwords or any other forms to fill in – just one click and you’re there!

AM DD IM GALLEC HE

So why delay? Join today!

Details are available from: Tourism Training Forum for Wales Unit 16 Frazer Buildings 126 Bute Street Cardiff CF10 5LE Tel: 029 2049 5174 E-mail: enquiries@ttfw.org.uk Website: www.ttfw.org.uk

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WTA NEW CAMPAIGN

“What matters is that the frontline services are effective and work properly” – sound familiar?

The difference is that this is an influential council leader talking. Conference speaker Councillor Rhiannon Wyn Hughes has a powerful message for delegates…

Let’s Work Together!

By Rhiannon Wyn Hughes, Welsh Local Government Association Spokesperson for Tourism WE ALL KNOW that tourism in the

critical, but it needs to be set in the wider context of front-line services such as investment in schools or care homes.

The tourism industry therefore needs to make the case for tourism accordingly, to frame the debate within the significant long-term benefits to the economic, social and environmental well-being of a locality that tourism can deliver.

UK is big business. It represents more than £74 billion and supports 2.2 million jobs. It delivers improvements in social and environmental conditions and improves cultural and educational access to both visitors and local population. Many Local Authorities manage key facilities and attractions themselves and understand the importance to the local economy.

It is also a market which has changed substantially over recent years. People have more leisure time and we have seen the growth of short breaks and niche markets.

So it is vital to understand the importance and strategic direction of tourism in order to allow Local Authorities to co-ordinate their activities with the Wales Tourist Board, its successor within the Assembly Government and local tourism providers themselves.

“Are the streets clean, facilities maintained, toilets open, car parking available? It is these things which impact upon an individual’s experience and influence them to either act as an advocate or a critic of the area when they return home.”

What matters to visitors, however, is not organisational boundaries or whether a key government strategy is in place.

What matters is that the frontline services are effective and work properly. Are the streets clean, facilities maintained, toilets open, car parking available? It is these things which impact upon an individual’s experience and influence them to either act as an advocate or a critic of the area when they return home.

In this context, the WLGA recognises the value of the WTA campaign, ‘Keep It Open, Keep It Clean’ in raising awareness of tourism’s role in supporting local communities. These services also make a big impact upon the liveability of the area for the local community. This is something that local politicians lose sight of at their peril.

Recent Wales Tourist Board analysis shows that 48 per cent of businesses over the August Bank Holiday had an increased number of visitors, and the main reason for this was an increase in repeat business. This is heartening but there is no room for complacency.

Support and investment for tourism from local government is

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Indeed, the industry is one of the few areas where any investment is guaranteed to benefit the local area.

Any spend will often go into the pockets of local people, who will go out and buy other local goods and services. This has a huge impact upon the sustainability of communities.

Local government is increasingly purchasing goods and services in a way which supports local communities, and we must try to support local businesses to do so as well. This provides added value to the tourist provider, as visitors are increasingly seeking local distinctiveness when they visit areas, something that we in Wales are well placed to offer.

Competition, regulation, consumer choice and now the dictates of sustainability all add to the pressures of businesses in the tourism sector. In making the case for more investment and support, however, sustainability could well prove to be an ally rather than a burden.

New marketing initiative The Vale Marketing Group invites you to take a moment to experience this delightful area of South Wales by visiting our website on www.gardenofcardiff.com If you have accommodation within the Vale or would like to promote a business that is within a day trip of the area we would be delighted to hear from you.

Simply contact us on 01446 773171 or email VMG@crosswayshouse.co.uk

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WTA NEW CAMPAIGN

WTA Launches New Campaign…

IN RECENT YEARS WTA members have bemoaned the lack of local tourism support facilities. Public toilets in disrepair, lack of cleanliness… or, worst of all, closed doors to the public.

Poor street lighting, making walking an uninviting option to the visitor. Tourism Information Centres shut down or reduced to a bare minimum of service.

WTA Executive member David Williams will make the campaign case at the conference.

Behind these sorry seafront sites or beauty spot blights are a small number of local councillors who still cannot see that tourism is their greatest economic asset.

They seem to fail to recognise the correlation between thriving local businesses and increased local authority income. They miss the point when trying to encourage businesses to relocate to their area that support for indigenous tourism outlets means long term reliable – and local – growth.

WTA is a positive organisation; we seek solutions and offer directed debate to get across our central message that tourism is the number one industry in Wales and should be treated that way by government at all levels.

Our initial talks on enabling local service improvement received a heartening hearing by Welsh Local Government Association officers. As you will see from their article alongside, we have already found a good degree of common ground.

Now it’s time to take things forward. In the next twelve months, we will work hand-in-hand with WLGA to change tourism support services across the length and breadth of Wales.

To start with, we are throwing out a basic challenge to all

local authorities – look at your local provision and improve it wherever you can.

After all, your local council taxpayers will benefit as well.

We say the economic argument is simple. The better the facilities, the more townspeople and tourists use them – the more the economy grows.

And the more the local economy grows, the more can be reinvested in local businesses that will not decamp to India, move to another unit within a rival regional development agency area or be victim to the vagaries of the multinational combine.

So “Keep It Open – Keep It Clean”: that way, everyone’s a winner!

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VIEWS

Regulating the regulators: BH&HPA’s key role

Helping Government To Frame The Future

By Den Bannister

“There seem to be no easy answers for the challenge of understanding and interpreting the rules and regulations that affect individual businesses”

THE CHALLENGES FACING small or medium size firms today are many and diverse. In almost every sphere of business, owners or managers are daily confronted with multiple issues ranging from information technology to employment law. A wrong decision taken in any of these areas could prove ruinously expensive, but at least professional guidance is often close at hand from advisors such as IT consultants and lawyers.

However, there seem to be no easy answers for the challenge of understanding and interpreting the plethora of rules and regulations that affect their individual businesses. These have mushroomed in the past decade or so, and – with the help of the EU – are increasing almost daily.

Getting it wrong in this field can be just as costly as choosing the wrong computer system, or dismissing a worker unfairly. But getting the right advice on regulatory matters is rarely straightforward – especially if you are trying to plan your business around changes which have yet to be introduced.

The vast majority of new and upcoming rules and legislation are being put in place to protect the interests of the consumer. Laudable – but it means that businesses such as parks, which serve the public directly with a wide range of services, are affected by a very large percentage of the legislation that emerges from all levels of government.

Unlike a shop, where a small sale takes a matter of minutes, parks and their customers are usually involved in much longer relationships involving substantial sums.

In our industry previously, we relied on a combination of existing consumer laws and voluntary codes of practice. Today the preference of government is to enshrine such protection in official statute sanctioned by parliament or drawn up by a relevant watchdog body.

We’re happy to accept this more formal approach, but recognise the risk of unintended consequences that arise when hard-and-fast regulations are put in place that fail to acknowledge business interests. If a park’s ability to trade or to develop is stifled by regulations, then it ultimately must become contrary to the interests of the consumer.

For this reason, BHHPA is involved at an early stage with the drawing up of any industry-specific and more general changes, and thereafter through the framing process and production of the draft paper. Government respects fully the concerns of BH&HPA and its valuable expertise and knowledge.

For example, in recent times, BH&HPA has worked closely with the Office of the Deputy Prime Minister (ODPM) in bringing about adjustments to park home legislation, helping to ensure that the new laws will provide a workable legal structure for both home owners and park operators. We are presently participating in a series of roadshows with the ODPM that will tour the country explaining the impact of the changes.

On the holiday front, we have held lengthy consultations with the Office of Fair Trading on how regulations should be applied to contracts between park operators and holiday caravan home owners – and within the EU, the Association’s voice is heard in many different forums where new laws and regulations which could affect the industry are discussed.

Influencing the regulatory process is a key strategic role of this association, and one from which individual members doubly benefit. Firstly, parks have the assurance that decisions affecting their ability to run efficient and profitable businesses are not being taken behind closed doors without reference to their interests.

Secondly, BH&HPA’s detailed knowledge of how upcoming regulations will affect parks provides us with the ability to guide members on how they should prepare for new provisions in the law.

BHHPA Director Ros Pritchard (left), Alicia Dunne (National Caravan Council) and WTA Caravan sector Executive member Sir Brooke Boothby in conversation at last year’s conference.

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Businesses have long recognised that the ability to cope successfully with change is crucial to their wellbeing. BH&HPA membership provides parks with access to the tools and resources which will ensure that, when the changes come, they will be prepared – not only to comply, but to take advantage of the new opportunities which any new situation creates.

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WTA NEWS

AND

VIEWS

Unity Vital In Year Of Change

By Bob Cotton A NEW TOURISM marketing structure… a proposed statutory registration scheme… new legislation on smoking… tourism in Wales is experiencing almost unprecedented change.

The new structure for tourism support in Wales, with Wales Tourist Board merging with the National Assembly, alters the nature of the industry’s relationship with the functions of national marketing. Our task now is to ensure that real benefits flow from this closer union with government.

Another political decision is to pursue a ban on smoking in public places in Wales, irrespective of what Westminster decides. The BHA believes that the current proposals by the Department of Health for England – to exempt nonfood premises – will lead to confusion.

We favour a total ban on the grounds that this would provide a level playing field, but we are also keen to see a reasonable time scale provided, so that businesses – and the public – can adjust to the new regime.

The third big issue – the proposal in Wales to introduce compulsory registration – is additional to the introduction of a Britain-wide hotel and guest house grading scheme. Although harmonisation has long been a goal for all those concerned with tourism marketing in Britain, and strongly supported by the BHA, statutory registration for Wales is a significant further step which concerns many operators. The industry will need to examine in detail the registration criteria when they are published.

BHA: Cyfarfod a chyfarch yng Nghynhadledd y CTC 2004. (Yn glocwedd o uchod): Y Prif Weithredwr Bob Cotton yn annerch cinio Cynhadledd y CTC dan nawdd y BHA ac (isod) yn siarad am bolisïau wrth y bwrdd gydag aelodau’r BHA; Dirprwy Brif Weithredwr y BHA Martin Couchman (chwith) gyda Michael German AC a Jenny Randerson AC; Cadeirydd BHA Cymru Peter Smith (chwith, Gwesty Caer Beris, Llanfair ym Muallt) a Chadeirydd BHA Prydain David Williams (Gwesty’r Ambassador, Llandudno); Michael Kagan (chwith, Gwesty Cross Lanes Wrecsam), gydag Esther Roberts (Twristiaeth Gogledd Cymru) a Lisa Francis AC; a Michael gydag Elyse Waddy (chwith, Gwesty’r Empire, Llandudno) a Peter a Bobbi Lavin (Gwesty’r Castell, Conwy).

In the discussions on all these issues, the BHA has played a key role and will continue to do so. David Williams, of the BHA Wales Committee, is currently the UK national chairman; the association is a leading supporter of the WTA and keeps in close touch with National Assembly members, meeting them most recently in September. Working in partnership, we will continue to seek to maximise the huge potential of tourism in Wales.

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WTA TRAINING

Ambitious plans to drive forward skills for tourism are outlined

by People 1st Wales Manager, Karen Long.

It’s All About…

Putting People 1st EMPLOYERS IN THE hospitality, leisure, travel and tourism Industries in Wales have a unique opportunity to work with People 1st the UK Sector Skills Council, TTFW, and WTA to ensure that in the future the right numbers of people, with the right skills and qualifications are available at the right time.

People 1st , TTFW, and WTA are working together to ensure: • Government funding goes where industry needs it; • Qualifications are clear and understandable to employers and employees alike; • Flexible training delivery methods are created .

This opportunity arises from their involvement in a strategic review of skill provision conducted by People 1st.

“Our priority is to bring industry to the centre of the skills debate, establish a voice on skills issues for the sector, build partnerships with key stakeholders and work with business to drive productivity through skills development,” said Karen Long, People 1st Wales Manager. “In simple terms we mean to put together a “Sector Skills Agreement”, a contract between government, educators and employers, to make sure that the skills employers need “If tourism is are the skills that they get.”

to achieve its full potential there is a clear need for access to the right training to improve skills, productivity and to sustain the delivery of a premium product in the long term” 14

Employer views and input are pivotal in the five-stage process to: • Identify what skills employers are looking for from their workforce now and in the future; • Identify the amount, quality and impact of the available learning provision; • Assess the gaps between the demand for skills and the available learning supply; • Identify what needs to happen, based on the evidence; • Produce a final agreement of how People 1st, employers and key funding partners will take the required actions forward.

If tourism is to achieve its full potential there is a clear need for access to the right training to improve skills, productivity and sustain the delivery of a premium tourism product in the long term – as well as to increase the appeal of tourism jobs and the retention of talent.

The People 1st consultation programme in Wales begins this autumn as part of a UK wide strategic review of skill needs provision in the hospitality, leisure and tourism sector. A series of events will gather employers’ views on a range of issues including skills deficiencies, recruitment and retention issues and current barriers to accessing training / learning to ensure we have a fully comprehensive understanding of those needs. Employers can make their views heard by logging on to the online consultation which only takes a few minutes to complete at www.people1st.co.uk/surveys/wales.

For further information about People 1st or the Sector Skills Agreement please contact Karen Long, Wales Manager, by telephone 07798 741661 – or e-mail karen.long@people1st.co.uk or please visit our website at www.people1st.co.uk

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WTA MARKETING

WORDSapart’s Nigel Haigh says it’s time to invest in the future and increase your share of the lucrative foreign tourist market.

Do You Want A Share Of £270m?

THE HOLIDAY SEASON, with a small but highly influential number of foreign visitors, has drawn to a close for this year. It’s a good time to reflect on the last five or six months.

• Were your takings and foreign visitor numbers as high as they might have been?

Marketing is communication; communication is all about understanding.

What if your overseas customers cannot understand your marketing?

• What can you do to improve on this lucrative market for next year?

• How can you inform overseas visitors what you have to offer before they leave for their UK visit?

• If they are coming to the UK, how can we get them to come to us?

• How can we get them to stay longer- and hopefully spend more money?

Let’s look for some really cost-effective answers.

Why make it difficult for overseas visitors to know in advance what you have to offer by deliberately avoiding their native language on your web site, mail brochures, audio information or advertising?

When they arrive with you, let them know what your attraction has to offer by means of audio or printed material in their own language. Provide multi-lingual emergency and restaurant and toilet signs and notices.

Never assume they can or feel comfortable to speak, understand or read English.

Remember, overseas visitors will take your information in their own language home with them to show to others that might visit you at a later date.

Here are a few suggestions to make your marketing budget, however limited, really work for you.

• Use a limited amount of foreign language (even 100 words or so) on your Web site; (internet browsers will prefer native language web pages by default).

• Produce saleable brochures to recover some of the expense; consider sub-titling any existing multi-media material.

• Avoid costly artwork changes – just replace English text with foreign language text and avoid large print bills (and an unused stockpile of literature) by producing language information brochure supplements by printing onto your own letterhead from your PC. • Introduce additional languages gradually. Start with, say, French, German, Spanish, Italian and Japanese. (These languages will cover most of Western Europe, South America and, of course, Japan).

• Plan carefully, avoid dates and other specific information – that way, the translations will only have to be done once.

• Get together with another attraction, venue or association to share costs.

Don’t just think of it for this year. Foreign visitors are on the increase; this is an investment for the future.

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WTA FEATURE

Remember when house-sharing holidays and ads in “The Lady” made for a cutting edge holiday experience? Paul Russell points out that the industry in Wales has moved a long way in a few decades.

What A Change!

WHEN NORTH WALES Holiday Cottages & Farmhouses was established in the mid 1960s we lived in an age when house sharing - home-owners offering holidaymakers the shared use of their facilities – was still the norm.

How times have changed.

Farming at this time was in depression and the days of farmers’ wives earning income from the sale of produce in the local market was virtually over.

Increased pressure on farmers requiring extra acreage led to the merging of farms, in some cases producing a second farmhouse.

Farmers found a new income in letting out these spare properties to holidaymakers. Yet bookings throughout the year were still a long way off, due to the much held concept that Wales was deep in snow in winter – there were no 4 x 4s in those days.

The first bookings involved some simple provincial newspaper advertising.

Clients were asked to send an SAE for

information about a caravan, a cottage, or a farmhouse, which was printed on a Banda machine (carbon paper/white spirit).

Bookings required a 5 guineas deposit, the balance payable on arrival. At this stage a telephone was not involved, there were only isolated cheques, mainly postal orders and of course no credit cards.

National advertising started with the Sunday Times and The Lady, and business suddenly grew following a favourable AA magazine article and the National Trust asking the agency to include their north Wales properties in the brochure.

“And Sir Edmund Hillary reserved the same Snowdonia stone cottage twice…”

Telephone, answer machine and fax eventually gave us closer contact to our holidaymakers. Unlike today, however, there were no polite requests for a property within ‘walking distance to a pub’ – no breathalysers! Or indeed ‘where to eat out’ as visitors predominately self catered.

As property numbers grew, a carbonised availability sheet was produced, which by pressing booking marks in hard, gave five copies. A brochure was soon necessary and was printed with just a couple of pen and ink drawings and black and white photos.

Two requests do come to mind, though – one from the lady who wanted a cottage as near to the sea as possible so that she could hear the waves – the name on the cheque a Mrs. C. Gull! The other was from a gentleman who had seen a farmhouse to let near the hamlet of Nasereth, Caernarfon. His cheque was signed the Rev. Moses!

As standards improved, hotel visitors started booking the better properties, realising their flexibility and privacy.

The privacy and locations offered attracted some interesting enquiries, not least from Warner Bros. who booked accommodation for the late George Cukor and Katherine Hepburn . And Sir Edmund Hillary reserved the same Snowdonia stone cottage twice.

The real changes of course came along with the computer; they were only simple at first – producing a database for the first large mailshots.

Now we have e-mails, postcard mailing, internet marketing and booking and electronic newsletters.

It’s hard to imagine how we managed without them.

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WTA NEWS

Cash Support For Self-Caterers

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VIEWS

We have been working hard to influence the criteria for the harmonised star grading scheme that will come in throughout Wales in 2008, and also consulting on the minimum standards appropriate for Statutory Registration.

The revaluation of business rates, particularly in North Wales, is another subject of concern and we are campaigning for greater equality within a pan-Wales system.

Margaret Smyth

The WTB is trialling a new, more accurate method of collecting visitor statistics, designed by WASCO, and we want to see both VisitWales and VisitBritain websites ensure that self-catering, accessible accommodation and Wales are strongly publicised.

A NEW SMALL grant service and a campaign for all-Wales equality of business rates are high priorities for WASCO, the representative body for owners of self-catering properties within Wales.

Grants for grab rails, ramps, non-slip surfaces, accessible showers, bath seats, Braille and/or large print signs and other similar items are all currently being considered. Spend should be between £500 and £2,499 to be eligible. Decisions are being made quickly with many schemes timetabled for this winter’s schedule of maintenance work.

© Wales Tourist Board

The Disability Discrimination Act has forced us all to consider how we can i m p l e m e n t improvements to our properties, taking into account the requirements of the Act. We are now offering our members small grants towards any such work, in a scheme that we are running for the Wales Tourist Board.

WAVA backs VAQAS

Well Run, Welcoming – And Well Presented Ian Rutherford SOME 128 OF THE best attractions throughout Wales are now taking part in the quality accreditation scheme, VAQAS Cymru.

The Wales Tourist Board scheme has a number of advantages over predecessors. For the visitor, it provides an assurance that the attraction is well run, welcoming and well presented. It is not a grading scheme; attractions are either awarded the accreditation or not, and some do fail.

For the operator, it provides a low cost review of their operation by someone with an independent perspective.

Every element of the attraction is reviewed, scored for the benefit of the operator and discussed in detail at the end of the inspection.

It is not a dispassionate inspection and penalty but rather a valuable input on how attractions can be improved and guidance on where assistance can be found.

The Welsh Association of Visitor Attractions (WAVA) would encourage the composite results to be circulated to all participants to provide a valuable benchmarking opportunity.

Examples of best practice might also be identified.

A poor experience at a visitor attraction can ruin a holiday and the reputation of Wales as a leading tourism destination. WAVA fully supports VAQAS Cymru, believing quality is as essential in the attractions sector as it is in other sectors.

VAQAS Cymru is being adopted as a prerequisite for the racking of attraction leaflets in TICs throughout Wales, starting at the 2008 season.

This will help ensure that visitors have a good experience and encourage those attractions that have not yet signed up to the scheme to take part.

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WTA VIEWPOINT

Wind farms appear to offer a source of renewable energy but at what cost to our visitor industry? Tim Giles believes the issues facing Carmarthenshire are largely the same as for the whole of Wales.

A Question Of Balance THE CONTROVERSY OVER the building and siting of wind farms in Wales is one that will go around and around again. At the heart of this circular debate lies a conflict between environment, economy and energy; there is no question that we need renewable forms of energy – but we also need visitors.

the national agenda will further increase demand for recreation, sport and activities – for local inhabitants and visitors alike.

Many of the current policies, strategies and action plans indicate that there will be increased investment in areas to improve the health of the population.

Carmarthenshire can take advantage of this investment if we can maintain the right environment – and we are fortunate to have that environment as a natural resource to use carefully for the benefit of all.

The tourism industry in Wales is in complete agreement with the view that renewable energy forms are vital for the future; not only for the quality of life that inhabitants in Carmarthenshire, west Wales – or indeed, the rest of Wales – demand and expect, but also for the economic sustainability of the area.

The provision of renewable energy forms must be inextricably tied to ensuring that visitors continue to come.

This economic sustainability depends in large measure, in west Wales and Carmarthenshire, on visitors coming to our region and county. Therefore, the provision of renewable energy forms must be inextricably tied to ensuring that visitors continue to come.

Renewable energy forms could attract or detract from the visitor experience.

Visitors bring some £250 million to our County per annum – certainly one of

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Tim Giles, Chief Executive of Carmarthenshire Tourism Association.

our most important, if not the most important, revenue earning industries.

An industry, that not only is expected to significantly grow in future years, but has been, and is, scheduled to continue to be central to the economic, social and cultural strategies and action plans of Carmarthenshire County Council and other local and regional agencies.

This is evidenced by the investment and support for such projects as the Millennium Coastal Park, including Machynys, the National Botanic Garden, Dinefwr Park, Gelli Aur, the National Woollen Museum, the Brechfa Mountain Bike Centre – to name but a few. In all, it represents an investment of well over £100 million in the last eight to ten years.

Research has shown that the major reason visitors come to Carmarthenshire and west Wales is for the natural environment.

The increasing importance of well-being and health on

So a balance has to be struck – yes we need renewable energy resources, but we also need the increasingly important economic role of the visitor if our communities and society are to prosper and grow.

It is a question of balance. Just how many windfarms will be allowed? Do we know how many windfarms we will end up with in Wales? Where will they be? And crucially, when will the number of windfarms be such that visitors will not wish to come, kicking our essential visitor industry into decline?

There are other sources for renewable energy but there are not other sources

© Wales Tourist Board

Wind farms appear to offer a reliable, if small, source of renewable energy but at what cost are these huge propellers to our visitor industry? In essence, are the two totally mutually exclusive or can tourism’s issues be resolved?

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WTA VIEWPOINT of economic generation that can provide the economic sustainability and standard of life for our County that tourism and visitors can provide. Our natural environment is priceless and cannot be replaced.

The question of windfarms is highly emotive; where plans are announced, I suspect a windfarm is as controversial as plans for a new major powerline with its skylinedisturbing pylons and overhead cables.

Indeed, we have recently seen the removal at high cost of overhead powerlines near the Llanelli Millennium Coastal Park in order to improve the visitor experience.

So why are windfarms acceptable in some areas and yet pylons are not in others? We recognise that it is not an easy question to answer for those who have to make these decisions.

But are those vitally important decisions being made in the full light of all known facts?

I believe our local authorities and planners need more information at their disposal in order to make the right decisions. They need to be confident that they can accurately consider true economic and social impacts of

windfarms on our communities of Wales; communities where our visitor industry plays a more significant economic role than in many parts of the UK. They must consider any alternatives – and can they in any way add to the visitor experience of our country in a similar way that our reservoirs now do? Remember, they attracted significant opposition at the time of construction but it is difficult to see windfarms in large numbers having such a secondary economic benefit.

In summary, we are not suggesting that windfarms shouldn’t exist; we are not advocating there shouldn’t be more of them. We are simply questioning

They need to be confident that they can accurately consider true economic and social impacts of windfarms on our communities of Wales; whether the ‘predicted’ energy benefits may be overshadowed – like some of our landscapes are by these huge windmills – by the negative economic impact on Wales’ greatest industry.

I accept that we don’t have the answers – but it is our responsibility to ask the questions.

“Will the next approval of a planning permission be a ‘windfarm too far’?”

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VIEWS

Still got a hackneyed view of Youth Hostels? Time to tune in to the YHA at 75 years young. Nowadays it’s…

En Suites And No Sweeping WHAT IMAGES ARE conjured up by the words Youth Hostel? If it’s grey buildings, sleeping in metal bunks in a room with a dozen strangers, getting washed in cold water and sweeping floors before being allowed to leave, then it’s time to think again.

This year YHA celebrates 75 years of providing budget accommodation in Wales, but times and tastes have changed dramatically since 1930, when Richard Schirrmann – founder of the Youth Hostel movement – opened the first Welsh hostel, YHA Idwal Cottage close to Nant Ffrancon Pass in Gwynedd.

In line with evolving holiday trends, YHA is working hard to meet customer demand at all 36 current Welsh locations. Just to give an indication of how far things have progressed, and to explode a few more myths, here are some other common misconceptions: • You have to be young and a member to stay – wrong. YHA is open to everyone and dropped its membership requirement this year, although members do still pay lower rates.

• You have to share rooms and bathrooms – wrong.

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Many hostels have small, private or family rooms and, increasingly, these come with an en suite bathroom.

• You have to do chores – wrong. These too are a thing of the past.

“The facilities offered by the YHA Cymru Wales make it an important component of the tourism experience in Wales.”

Two things, however, have remained constant. YHA still offers great value accommodation and, in some of the most stunning locations around, YHA Cymru Wales

provided more than 215,000 overnight stays last year and 41% of visitors were young people.

In the past 75 years, around 15.5 million people have stayed with YHA in Wales, from city hostels like Cardiff and Bangor, through to mountain locations at Llwyn-y-Celyn in the Brecon Beacons, coastal hostels in Manorbier, Pembrokeshire, and traditional bunkhouses in the Elenith.

The facilities offered by YHA Cymru Wales make it an important component of the tourism experience in Wales and contribute significantly to local businesses and the overall economy.

YHA also contributes to the

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WTA MEMBERSHIP

YOUR WTA CONTACTS Antur Cymru 01348 840763 sealyhamsam@aol.com Antur Cymru is the umbrella organisation representing outdoors education, recreation, and tourism in Wales. It provides a critical forum for the exchange of views and development of supportive responses and initiatives regarding this.

Association of Wales Agents 01492 582492 barbara@nwhc.demon.co.uk AWA members represent a large number of selfcatering operators, many with just one farmhouse or cottage and others with larger complexes. It provides better representation for all Agents large and small.

protection of the environment. In fact, Idwal Cottage, was refurbished as a ‘green’ model with help from the Wales Tourist Board in 2002, creating a fourstar sustainable facility using solar panels, sheep’s wool insulation and reclaimed wood for window frames.

Other exciting new projects include opening four state-of-the-art Digilabs at Borth, Manorbier, Conwy and Llangollen, encouraging education in IT skills and communication for young people aged 16 to 25.

YHA Cymru Wales is to launch its new business plan for the next five years at the National Assembly in April next year. Its primary focus will be to increase business and profitability to reinvest in hostels, improve product quality and introduce even more new hostels in key locations to keep this long-standing tradition alive.

Log on to www.yha.org.uk for more details.

British Holiday & Home Parks Association 01452 – 526911 enquiries@bhhpa.org.uk www.bhhpa.org.uk BH&HPA is the representative trade body for the parks industry in the United Kingdom British Hospitality Association 0207 404 7744 martin.couchman@bha.org.uk www.bha.org.uk The BHA is the national association representing the hotel, restaurant and catering industry Farm Stay UK 024 7669 6909 info@farmstayuk.co.uk www.farmstayuk.co.uk Farm Stay UK is a farmer owned consortium aiming to promote the concept of farm tourism in the UK. Federation of Small Businesses 029 2052 1230 ben.cottam@fsb.org.uk www.fsb.org.uk FSB is a lobbying and campaigning business organisation that ensures the voice of the small business proprietor is heard.

Forum for Small Serviced Accommodation Operators in Wales 01446 774451 junejenkins@bydd.co.uk The forum is a national tourism consultative group for the B & B, guesthouse and small hotel sector with 10 bedrooms or less.

Mid Wales Tourism 01654 702653 ValH@midwalestourism.co.uk www.visitmidwales.co.uk MWT is the principal deliverer of support for the tourism economy of Mid Wales and represents tourism interests at local, regional and national levels North Wales Tourism 01492 531731 esther.roberts@nwt.co.uk www.nwt.co.uk NWT represents 1300 private sector and public organisations within the north Wales tourism/ hospitality industry. It is the principal deliverer of support for the tourism industry on a partnership basis.

South East Wales Tourism Forum 01654 702653 info@tourismwales.co.uk The Forum represents all sectors of the tourism industry in south-east Wales and provides the link to the WTA.

The National Caravan Council 01252 318251 info@nationalcaravan.co.uk www.thecaravan.net NCC was originally a trade association for the UK Caravan Industry. It has grown to now represent the manufacturers, dealers, park operators and supplies and service providers throughout Great Britain and Northern Ireland.

The Camping & Caravanning Club 024 7685 6797 enquiries@caravanclub.co.uk www.campingandcaravanningclub.co.uk The oldest camping and caravanning club in the world provides campsites and information on campsites, foreign travel opportunities and everything else the camper or caravanner needs.

The Caravan Club 01342 326944 www.caravanclub.co.uk As Europe’s premier touring organisation, the Caravan Club represents the interests of over 850,000 touring carvanners, motor caravanners and trailer tent owners. The Club operates the largest, privately owned network of quality sites in the UK, and is well represented throughout Wales, with eighteen sites and 320 Certificated locations (smaller 5-pitch sites).

The Youth Hostel Association 029 2039 6766 wales@yha.org.uk www.yha.org.uk YHA offers affordable accommodation at 36 Youth Hostels across Wales, most located in the National Parks of Snowdonia, the Brecon Beacons and the Pembrokeshire Coast.

Tourism Associations In South West Wales 01267 290455 w.c.rouse@btopenworld.com The four Tourism Associations of west Wales provide the local tourism and hospitality industry with organisations which own, direct and participate in the partnership delivery of local, regional and national strategies for tourism.

Tourism Training Forum For Wales 029 2049 5174 enquiries@ttfw.org.uk www.ttfw.org.uk TTFW promotes and guides education and training in the tourism industry.

Wales Association of Self-Catering Operators 08701 283152 enquiries@wasco.org.uk www.walescottages.co.uk Acting as a voice for self catering in Wales. WASCO’s membership comprises of one cottage operators to large agencies operating throughout the country.

Wales Official Tourist Guides Association 01633 774796 enquiry@walestourguides.com WOTGA promotes and represents the interests of qualified self-employed tour guides in Wales.

Welsh Association of Visitor Attractions 01654 711228 wava@corris-wales.co.uk WAVA supports and represents visitor attraction operators. It provides networking opportunities for operators to discuss problems and share experiences.

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VIEWS

>> WTB – WAG – MERGER LATEST NEWS >> Jonathan Jones, Chief Executive of the Wales Tourist Board and the new Assembly Director of Tourism and Marketing, explains his ambition to continue delivering “business as usual or better”.

ON THE 1ST of April, 2006 the functions currently being performed by WTB will be undertaken by a new tourism and marketing department within the Economic Development and Tourism Department of the Welsh Assembly Government (WAG).

It is too early to give details of all of the

The merger of our marketing department with those of WDA and WAG’s Economic Development Department will produce a hard-hitting and coherent image of Wales across all markets. With one Marketing Director reporting into me as Director of Tourism and Marketing, I am convinced we will see more effective use of budgets, less fragmentation and greater co-operation across all WAG Marketing Departments.

Our capital grants regime will become far more closely aligned with those of WAG. Decisions on smaller grants will still remain within the tourism department, but it is envisaged that the much larger projects will have better access to wider WAG capital support systems.

proposed structures as they are currently out for consultation with the staff and unions; however, the move will ensure that tourism will now be taken into consideration when any Government policies are being formulated or changed.

The industry has been asking for this for many years. All we have to do now is to ensure that the system works.

Our business support function will remain as it is, providing specialist advice where required. Our quality assurance advisors will continue to help the industry to drive up standards and work towards the harmonisation of all our grading schemes, with those of England, Scotland and the AA, by the time our 2008 marketing publications appear.

We will want to continue providing what We will continue to provide financial we consider is a good service to all of you. support to the four Regional Tourism The intention is that you should only see an Partnerships during the 2006/07 financial improvement in what year; we will, at the we do and how we cosame time, carry out a operate with you.

Our marketing campaigns review of the RTPs to ensure, as we do for One area of our work have started to make a all our work, that that I believe has really value for money is delivered for the difference, especially during being provided. industry is marketing. recent years when the Since we first received We will continue to the legal powers to carry out research, competition has been at its market overseas in 1992 both independently and then with the and in co-operation most fierce. advent of extra with others, in an European money (both attempt to provide the of which would not have industry with better information with which been achieved without solid industry you can plan your business growth. support), our marketing campaigns have started to make a difference, especially Our Chairman and Board Members will during recent years when the competition cease to work as our Board on 31st March has been at its most fierce. and plans are in place to create a new

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advisory body, which we all hope will have the duty to challenge as well as advise.

Personally, I will miss the old WTB – but now is not a time for nostalgia when the industry in Wales is facing its stiffest competition on a world front. The job for all of us who will merge with WAG next year is to ensure that we carry on delivering “business as usual or better”.

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WTA NEWS

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>> WTB – WAG – MERGER LATEST NEWS >> Roger Pride, Marketing Director, for the Wales Tourist Board gives an insight into the new marketing campaign and the results to date.

A NEW SET of creative concepts for the UK marketing campaign was introduced for 2005, following on from the widely perceived successes of the Big Country campaign.

A new TV ad for broadcast in January will continue to focus on those regions that are key to Wales, including the North West and the Midlands. This will be backed up with satellite channel coverage across the UK.

I am pleased to say that the new We have new brand guidelines that try to advertisements and direct marketing ensure the style and tone of voice of WTB treatments have been very well received communications is more consistent across and the response all campaigns. We hope targets have already these guidelines will also Last year the campaign been exceeded. In strongly influence the September, the UK promotion of Wales generated 426,000 enquiries wider campaign had in areas other than generated 436,000 and we know through our tourism. responses, this is against a target of conversion analysis that 46% We try to avoid the use of 400,000 for the whole too often used by of these enquirers actually clichés year. other destinations – you came to Wales on holiday. will not see “Land of Last year the Contrasts”, “Fun for all campaign generated the Family” or 426,000 enquiries and we know through our “Something for everyone” in our conversion analysis that 46% of these advertisements. The guidelines emphasise enquirers actually came to Wales on holiday. the importance of humour, hence “Area of Only a proportion of these would, however, Outstandingly Bad Mobile Reception” and have been genuinely additional visitors i.e.

“Castles 641, Starbucks 6”. where WTB marketing played a key role in their decision to come to Wales. Research Finally, We try to stay close to businesses to indicates that around £125m of genuinely get a feel and we are aware that, in additional spend is generated in Wales as a business terms, 2005 has been a more result of visits stimulated through this mixed year than 2004 and 2003. Despite campaign. changes to organisational structure, it is vital that the marketing team remains close Across all campaigns in 2004, we to the tourism businesses of Wales. influenced £231m in additional spend.

Given that response levels are generally holding up well, we anticipate another good set of figures for 2005.

As you will be aware, mud has featured strongly in our UK creative for 2005. One TV ad shows a couple washing down their mountain bikes and the voiceover observing: “You are not having our mud... it’s good mud”.

© Wales Tourist Board

Well, I am reliably informed that recent visiting mountain bikers are seeing the funny side of this and asking if their bikes need to be inspected for mud before they leave. Maybe we should think about setting up border posts to stop contraband mud leaving the country!

Our relatively small mountain bike campaign generated about £1.6 million of additional spend last year.

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VIEWS

>> WTB – WAG – MERGER LATEST NEWS > Lucy O’ Donnell, Development Director at WTB, explains how the Capital Grant Scheme is giving Wales a competitive edge.

UDY T S E S A C Quality r o F t s ation e lass destin A Qu A world-c : ndsey Y Li R d n O a T w S I ndre 4 CASE H bition of A tel, SECTIONthat was the exciting aming over the St Brides Ho

businesses have benefited from Section 4, a capital grant scheme managed by the Wales Tourist Board.

The scheme has also been used as match funding to draw down significant sums of EU money and allowed the allocation of funds in times of crisis – such as the foot – and-mouth epidemic.

Business Support for the industry has evolved through the grading scheme, specialist and general support and PR and sales support. All investment is directed towards projects that will complement the existing product or add a new dimension to tourism in Wales. This focus makes Section 4 unique and gives it an industry-wide profile which, in truth, is bigger than the amounts of money involved would warrant.

The scheme is not delivered on a ‘first come, first served’ basis but is targeted at projects that will give the best return. Today, investment is directed at activity-based projects in line with a variety of strategies including golf, watersports and adventure.

The results speak for themselves. To date, through the Objective 1 scheme, WTB has allocated £22.9m against 359 individual projects, generating a total of £87.2m in private sector investment and creating or securing 1,966 full-time-equivalent jobs.

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(Above) Economic Development and Transport Minister, Andrew Davies AM (left) with owners Andrew Evans (right) and wife Lindsey and Wales Tourist Board Chairman Philip Evans, at the newly refurbished St. Brides Hotel, Saundersfoot.

The assessment of S4 applications, administration of claims and monitoring of projects will become part of the Finance for Wales Department post merger. The strategic direction of funds will stay with the Tourism and Marketing Department.

It means tourism must pit itself against other business sectors and prove that additional Government assistance will bring greater added value to the economy. We must make sure there is no dissipation of effort and specialist skill.

The targeting of funds must remain strategic to maximise benefit and ensure tourism plays a full part in the delivery of the Assembly’s Economic Development Policy – particularly the spatial plan.

>> CTC - LlCC -

HUNDREDS OF TOURISM

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O: The creati y with sea PHASE TfuWrnished bedrooms, man y , luxuriousl spa facility d d a luxury un d a ro n ro a e so y l Wil : E ion as a E ct n R fu H T to PHASE g the hotel’s capacity n emphasisi n. o elp ti a in dest that will h vestment in f the o ip d sh n g e a e quality en as a fl th se s is rd a ct w je The pro pments to WTB ther develo nd so the ards catalyse o e season a nding tow th fu d n e e n xt O e e d iv n ct a t je e b O rk ma 00 of d £1,186,0 contribute . rk o w this des Hotel the cost of that St Bri f e li e b rm the fi id Andrew Wales,” sa leads us to st h e rc -w a th se u re orld-class tel in so “Extensive rovide a w leading ho p ue e l il th w e a m p and a uniq tel & S will beco nd comfort Brides Ho a t e S ic e h rv T “ se Evans. phasis on ith the em erience.” product w itality exp sp o h le b ra and memo

NEWYDDION

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BARN CTC

>> CTC - LlCC - Y Diweddaraf am y Cyfuniad >> Mae Lucy O’ Donnell, Cyfarwyddwr Datblygu ym Mwrdd Croeso Cymru yn egluro sut y mae’r cynllun Grant Cyfalaf yn rhoi min cystadleuol i Gymru.

ACHOS ASTUDIAETH dd Safon Ar Dr ywy

MAE CANNOEDD O fusnesau ymwelwyr wedi elwa ar Adran 4, cynllun grant cyfalaf sy’n cael ei reoli gan Fwrdd Croeso Cymru.

Defnyddiwyd y cynllun hefyd fel arian cyfatebol i dynnu i lawr symiau sylweddol o arian yr Undeb Ewropeaidd a galluogodd rannu cyllid mewn adegau o argyfwng – fel clwy’r traed a’r genau.

Mae Cefnogaeth Fusnes i’r diwydiant wedi tyfu drwy’r cynllun graddio, cefnogaeth arbenigol a chyffredinol, Cysylltiadau Cyhoeddus a chefnogaeth gwerthiant. Caiff pob buddsoddiad ei gyfeirio tuag at brosiectau a fydd yn cwblhau’r cynnyrch presennol neu’n ychwanegu dimensiwn newydd i dwristiaeth yng Nghymru. Mae’r pwynt yma yn gwneud Adran 4 yn unigryw ac mae’n rhoi sylw iddo drwy’r diwydiant sydd, mewn gwirionedd, yn fwy na’r disgwyl o ystyried y symiau o arian.

Nid yw’r cynllun yn cael ei redeg ar sail ‘y cyntaf i’r felin gaiff falu’ ond mae wedi ei dargedu at brosiectau a fydd yn dwyn yr enillion gorau. Heddiw, mae buddsoddiad yn cael ei gyfeirio at brosiectau gweithgaredd yn unol ag amryw o strategaethau yn cynnwys golff, chwaraeon dw ˆ r ac antur.

Mae’r canlyniadau yn siarad drostynt eu hunain. Hyd yma, drwy’r cynllun Amcan 1, mae Bwrdd Croeso Cymru wedi dyrannu £22.9m yn erbyn 359 o brosiectau unigol, gan gynhyrchu cyfanswm o £87.2m mewn buddsoddiad sector preifat a chreu neu sicrhau 1,996 o swyddi cyfatebol llawn-amser.

fan ewn cyrch esty sba m a RAN 4: Gw s Andrew ais cyffrou CHOS AD westy HANES Au yn y byd – dyna uchl,elgwedi cymryd drosodd G ra ô . gyda’r go lynedd yn on nhw ati ans bum m t. Dyma sut yr aeth Lindsey Ev foo n Saunders hoeddus St Brides y llefydd cy ’r Cliff a’r gwaith u Tˆy bwyta reig, gan ddangos Adnewydd Gym di cael ei gelfyddyd CAM UN: r a bwyta we y tˆ yslais cryf eol. Mae’r 05. gyda phw rflunwyr ll hymru 20 wyr a che an yng Ng gan arlun Bwyta All yn llawlyfr ol a’u gynnwys nio’n unig i eu cynllu fftydd wed d o’r môr. feyd : Creu 35 o lo CAM DAUfoethus, nifer gyda golyg isio e dodrefnu’n sy ’n pwysl a moethus, ron. wyddyn g wanegu sb Ar fin ych n drwy ’r fl CAM TRIst: y i weithredu fel cyrchfa e gallu’r gw yn helpu i ar a fydd iad blaeng nad ac buddsodd fon y farch rosiect fel at ochr sa ru Gwelir y p raill tuag e Croeso Cym . d tblygiadau odd Bwrd h hwn ysgogi da lly cyfrann st y gwait tymor ac fe tuag at go ehangu’r Amcan Un 0 o gyllid es £1,186,00 sty St Brid u mai Gwe ain i gred dd Andrew n ein harw ymru,” me wil eang y Orllewin C nnyrch o “Mae ymch caf yn Ne darparu cy esty amly Brides yn ysur a fydd y gw y a Sba St naeth a ch ydd Gwest is ar wasa Evans. “B ” a’r pwysla chofiadwy.

-eang gyd safon byd unigryw a letygarwch phrofiad o

(Uchod, o’r chwith i’r dde) Cadeirydd Bwrdd Croeso Cymru Philip Evans gyda’r Gweinidog Cludiant a Datblygiad Economaidd, Andrew Davies AC a’r perchnogion Lindsey ac Andrew Evans yn y gwesty newydd ei adnewyddu, Gwesty St. Brides, Saundersfoot.

Bydd asesu ceisiadau Adran 4, gweinyddu hawliadau a monitro prosiectau yn dod yn rhan o’r Adran Cyllid i Gymru wedi’r cyfuno.

Bydd cyfeiriad strategol y cyllid yn aros gyda’r Adran Dwristiaeth a Marchnata.

Mae’n golygu y bydd Twristiaeth yn gorfod cystadlu yn erbyn sectorau busnes eraill a phrofi y bydd cymorth Llywodraeth ychwanegol yn dod â mwy o werth ychwanegol i’r economi. Mae’n rhaid i ni wneud yn siwr ˆ nad oes gwastraffu ar ymdrech a sgiliau arbenigol.

Mae’n rhaid i dargedu cyllid aros yn strategol er mwyn cael y budd mwyaf a gwneud yn siwr ˆ bod twristiaeth yn chwarae rhan lawn wrth gyflwyno Polisi Datblygu Economaidd y Cynulliad – yn arbennig y cynllun gofodol.

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