Integrated Destination Management and Marketing Plan for Holywell
01 Introduction
This plan takes an integrated approach to Holywell’s tourism development, encompassing both destination management and marketing strategies that will hope to place Holywell firmly on the map as a key destination along the North Wales coast.
Holywell has the potential to become a wellrounded destination that offers spiritual, historical, and natural experiences while retaining its local character. With careful planning and investment, the town could strike the balance between tourism growth and community wellbeing, creating a place that is as appealing to those who live there as to those who visit.
This document outlines a combined destination management and Marketing plan. Developing an integrated plan for Holywell ensures that management and marketing strategies work seamlessly together, reducing the risk of fragmentation. This approach promotes the efficient use of both financial and human resources, ensuring that management actions directly support marketing goals.
02 About Holywell
Holywell, with its rich history and deep cultural roots, holds significant potential to become a standout destination in North Wales. While already known for St Winefride’s Well, a pilgrimage site that attracts visitors seeking spiritual experiences, the town could evolve into a more vibrant and multifaceted destination by leveraging its historical, industrial,
and natural assets. A strategic approach that nurtures these strengths while addressing existing challenges could transform Holywell into a key attraction for both cultural tourism and outdoor exploration.
The town’s heritage as a former industrial hub and its unique landmarks, such as the Greenfield Valley Heritage Park, offer the foundation for a narrative that blends historical discovery with scenic, family-friendly outdoor experiences. Investment in preserving and enhancing these sites, alongside developing interpretive resources and facilities, could draw a wider range of visitors, from history enthusiasts to educational groups, who seek a deeper connection with Wales’s industrial past.
Holywell’s position on the hillside, with striking views over the River Dee, also presents an opportunity for eco-tourism and outdoor activities. With strategic planning, the town could better promote its proximity to Offa’s Dyke Path and other natural trails, appealing to walkers, cyclists, and nature lovers. Improving the town’s infrastructure to support these activities, such as creating more visitorfriendly routes, local guides, and eco-friendly accommodations, would align Holywell with the growing trend towards sustainable travel.
Furthermore, Holywell’s local businesses and community are key to its potential success. By fostering a collaborative approach between residents, local enterprises, and tourism stakeholders, the town could develop a more robust offering for visitors, with independent shops, markets, and traditional pubs creating a strong sense of place. Encouraging innovation and diversification within the town’s economy - while ensuring that the needs of residents are met - could result in a more vibrant town centre that serves both locals and visitors year-round.
03 SWOT Analysis
Strengths:
• Rich history and heritage: Holywell boasts significant historical sites like St. Winefride’s Well, Basingwerk Abbey, and Tower Gardens, appealing to visitors seeking cultural experiences.
• Natural beauty and outdoor activities: The area offers picturesque walking and hiking trails, such as Offa’s Dyke Path and Greenfield Valley Heritage Park, attracting outdoor enthusiasts.
• Local charm and community spirit: The town’s high street, Holywell Golf Club, and various local businesses showcase the warm and welcoming community atmosphere to visitors.
Weaknesses:
• Decline of high street: Concerns about empty shops and declining retail offerings on the high street may impact the overall visitor experience.
• Transportation challenges: Limited public transport options and parking issues could deter visitors from exploring the area.
• Safety concerns: Reports of antisocial behaviour and safety issues in the town centre might hinder the appeal of Holywell as a tourist destination.
Opportunities:
• Town centre revitalisation: Revamping the high street, attracting independent retailers, and organising regular markets could enhance the town’s appeal to visitors.
• Target audience diversification: By targeting international tourists, families, religious and historical groups, Holywell can broaden its visitor base and attract more diverse demographics.
• Event and festival expansion: Introducing new events like food festivals, music events, and cultural re-enactments could create engaging experiences for visitors and drive tourism growth.
Threats:
• Competitive surrounding areas: Nearby towns with vibrant tourism offerings may draw visitors away from Holywell if the town fails to differentiate itself effectively.
• Infrastructure limitations: Inadequate transportation links, lack of amenities, and limited accommodation options could hinder the town’s ability to cater to increasing visitor numbers.
• Negative perceptions: Issues related to safety, cleanliness, or lack of diverse attractions may lead to negative perceptions among potential visitors, impacting Holywell’s reputation as a tourist destination.
04 Local engagement
We conducted a survey to engage with residents, business owners, and officials, seeking their perspectives on the future development of Holywell as a visitor destination. The responses provided valuable insights into the community’s views, challenges, and opportunities.
After thoroughly analysing the feedback, we have organised the information into key themes, which will guide our approach to addressing the needs and aspirations of both the local community and the wider visitor market. These themes are outlined below.
History and Heritage
• Many respondents emphasise the historical and cultural significance of Holywell, particularly attractions like St Winfried’s Well, Greenfield Valley, and its market town roots.
• Several respondents suggest religious pilgrimages and heritage-based activities (e.g., re-enactments, heritage walks) as core tourism draws.
Town Centre Revitalisation
• The decline of the high street is a common concern. Respondents mention empty shops, the need for renovation, and diversification of retail offerings (beyond just nail bars and estate agents).
• Suggestions include making the high street more attractive with independent retailers, renovated shopfronts, and a regular market to mirror successful nearby towns like Mold.
Target Audiences and Demographics
• Several respondents recommend targeting international tourists, particularly from Ireland due to proximity, as well as local visitors from places like Chester and the North West, who may not be aware of Holywell’s attractions.
• Some respondents emphasise that families and religious or historical groups could be the ideal audience for Holywell’s offerings.
Events and Festivals
• Recurring suggestions for events include food festivals, music events, and cultural re-enactments. Specific ideas include expanding busking in the town centre and supporting an annual “party in the park” or a “heritage festival.”
Transportation and Accessibility
• Public transport improvements are desired as necessary, including opening Greenfield station, better bus services, and connecting key tourism spots via transport links. There are also suggestions for better signposting, including from major roads and at the town’s entrances.
• Parking issues were raised, with requests for better signage and potentially creating electric bike hire or coach shifts from other major towns to encourage day trips.
Visitor Amenities and Services
• Improving public amenities, such as cafes, toilets, and active travel routes, is highlighted as important for the visitor experience.
• There’s a desire to introduce more cafes, bars, and other food/drink establishments to boost the town’s attractiveness as a tourist destination.
Community and
• Concerns around anti-social behaviour, drug issues, and violence in the town centre are prevalent perseptions addressing these is seen as critical to creating a welcoming environment for both residents and visitors.
05 Key opportunities for Holywell
Holywell has several opportunities through which to develop as a thriving visitor destination. Each of them focuses on leveraging the town’s unique strengths to create a sustainable and inclusive approach to Holywell’s future development, ensuring that the town benefits both residents and visitors alike.
History and Heritage
• Holywell boasts a wealth of historical and cultural significance, with iconic sites such as St. Winefride’s Well and Basingwerk Abbey being central to its identity. Our objective is to leverage these assets by preserving and promoting them more effectively to both visitors and the local community. This involves creating engaging and informative visitor experiences, improving signage and interpretation, and developing heritage trails that link these sites. By positioning Holywell as a destination rich in historical significance, we can attract tourists interested in heritage tourism while fostering a deeper appreciation of the town’s past among residents.
Natural Beauty and Outdoor Activities
• Holywell is situated in an area of stunning natural beauty, offering access to outdoor activities that appeal to walkers, cyclists, and nature lovers. Key assets such as the Wales Coastal Path, Greenfield Valley, and Pen y Maes Woods provide the foundation for eco-tourism and active travel. Our objective is to promote these natural resources through improved access, trail maintenance, and better marketing that highlights Holywell’s potential as a base for exploring the outdoors. By doing so, we can attract a growing segment of tourists seeking outdoor recreation, while also encouraging sustainable tourism practices that respect and protect the environment.
Town Centre Revitalisation
• Revitalising Holywell’s town centre is crucial for ensuring its long-term economic vitality and appeal as a visitor destination. This involves enhancing infrastructure, supporting local businesses, and introducing regular events that attract both tourists and locals. By improving the town’s appearance, increasing the variety of retail and hospitality options, and creating vibrant public spaces, we can make the town centre a more welcoming and dynamic place. The objective is to breathe new life into the high street, creating an environment where businesses thrive, and visitors feel drawn to spend time and money.
Community and Stakeholder Involvement
• For Holywell’s development to be sustainable and successful, it is essential that local businesses, residents, and other key stakeholders are actively involved in the process. Our objective is to foster a strong sense of ownership and pride
in Holywell’s growth by ensuring that everyone feels valued and heard. This involves regular consultation, transparent communication, and collaborative decision-making. By building strong relationships between the community, local government, and tourism stakeholders, we aim to create a shared vision for Holywell’s future that benefits everyone, from residents and business owners to visitors.
06 What is destination management
Destination management is a vital, yet often unnoticed, part of creating a successful and memorable visitor experience. When done well, it seamlessly enhances the overall atmosphere, making a town feel welcoming, organised, and enjoyable.
Visitors may not consciously recognise good management, but they feel it in the smooth operation of key sites and the ease with which they navigate the destination. However, when destination management is poorly executed, it quickly becomes apparent - untidy streets, neglected facilities, and a general sense of disorganisation leave a lasting negative impression. Effective destination management requires thoughtful planning and continuous attention to detail.
Clean, well-maintained public toilets, for example, are crucial to visitor satisfaction, while properly placed bins help maintain the cleanliness of streets and public spaces. These seemingly small elements play a major role in shaping visitors’ first impressions of Holywell, reinforcing that the town is well cared for and welcoming. Clear and informative signage also enhances the visitor experience by guiding
tourists to key attractions and services, ensuring that navigating the town is easy and stress-free.
Good destination management is never effortless; it requires deliberate design that balances visitor needs with those of the local community. For Holywell, this means aligning efforts between local businesses, public services, and residents to create a unified and well-maintained environment.
Thoughtful planning not only enhances the tourist experience but also benefits the community by preserving the town’s assets and fostering a sense of pride among residents. By focusing on both the small details - and the bigger picture, Holywell can ensure that every visitor leaves with a positive and lasting impression, making them more likely to return and recommend the town to others.
What do we want to do?
To establish Holywell as a dynamic, welcoming, and sustainable destination that celebrates its history, culture, and natural beauty, while offering memorable experiences for residents, pilgrims, and tourists.
Goals and Objectives
Goal 1
Position Holywell as a premier pilgrimage and cultural destination in North Wales.
Pilgrimage and Heritage Tourism: Develop Holywell as a key stop on the North Wales Pilgrim Way. Pilgrim and heritage tourism in Holywell, North Wales, presents a significant opportunity for attracting visitors seeking cultural and spiritual experiences. To make this work effectively as part of destination management we need to enhance the accessibility, interpretation, and promotion of historical sites such as St. Winefride’s Well. Investing in storytelling initiatives, guided tours, and interactive experiences that highlight the area’s heritage would help attract pilgrims and history enthusiasts, boosting the local economy and preserving cultural traditions.
Goal 2
Enhance visitor infrastructure, facilities, and services.
Town Centre and Infrastructure: Improve visitor facilities, signage, and create a welcoming atmosphere. Improving the town centre and infrastructure is essential to creating a welcoming and vibrant destination for residents and visitors in Holywell. Revitalising public spaces, enhancing pedestrian accessibility, and supporting local businesses through targeted marketing campaigns could help to reinvigorate the town centre. Investment in infrastructure upgrades, such as better transport links and digital connectivity, would further enhance the overall visitor experience and contribute to sustainable economic growth in the town.
Goal 3
Ensure sustainable tourism practices that benefit the town and its environment.
Green and Sustainable Tourism: Promote eco-friendly initiatives and green spaces. Embracing green and sustainable tourism practices in Holywell is not only a moral imperative but also a strategic opportunity for attracting eco-conscious travellers. Implementing responsible tourism initiatives, promoting ecofriendly accommodations, and supporting sustainable attractions and activities can help position Holywell as a desirable destination for environmentally conscious. Collaborating with local businesses and community groups to implement green policies and practices would contribute to preserving the natural beauty of the region while creating new economic opportunities.
Goal 4
Foster community engagement and local business partnerships.
Stakeholder Collaboration: Engage local businesses, attractions, and residents in the tourism development process. Fostering stakeholder collaboration is crucial for ensuring the long-term success and sustainability of Holywell as a tourism destination. Engaging with local businesses, community organisations, government entities, and tourism associations in collaborative planning and decisionmaking processes can help align interests and resources towards common goals. Establishing communication channels, sharing best practices, and fostering a sense of ownership and pride among stakeholders in promoting Holywell as a destination can lead to better destination management and sustainable development.
07 Marketing Strategy
The marketing strategy for Holywell must align with its broader destination management goals. A solid marketing strategy isn’t just about promotion but about creating value-driven experiences for visitors while ensuring that Holywell’s community and economy benefit. By focusing on the town’s heritage, natural beauty, and strong community spirit, this strategy will help to position Holywell as a mustvisit destination in North Wales. Here, we will outline several key areas for Holywell’s marketing efforts, providing the framework needed to create meaningful engagement with both local and global audiences.
5.1 Branding & Positioning
Branding is about creating a unique image and perception of Holywell in the minds of potential visitors. It’s crucial that we convey a consistent message and visual identity across all platforms, allowing people to associate Holywell with its key strengthsits historical significance, natural beauty, and friendly, welcoming atmosphere. Effective branding can differentiate Holywell from other destinations in North Wales and establish it as a unique place worth visiting.
The brand positioning will emphasise:
• Authentic and accessible heritage: Highlighting Holywell’s rich history and how visitors can easily connect with the past through interactive trails, museums, and local stories.
• The sacred and the scenic: Combining the town’s religious pilgrimage significance
with its scenic beauty and opportunities for outdoor exploration.
• Welcoming and community-focused: Positioning Holywell as a warm, inclusive destination where visitors can enjoy unique events and support small, local businesses.
This positioning will be reinforced through visual elements (logo, colour schemes, typography) and messaging across websites, brochures, and social media.
5.2
Target Audience Segmentation
Understanding who your audience is, where they come from, and what they value is vital to ensuring marketing efforts are both efficient and effective. Holywell has a diverse range of potential visitors—from history lovers to religious pilgrims, outdoor adventurers, and families. Target audience segmentation allows us to tailor specific messages, experiences, and packages to meet the needs and interests of different groups, maximising the chances of a visit.
Potential segments include:
• Pilgrims & spiritual seekers: Individuals or groups visiting St. Winefride’s Well for religious or spiritual purposes.
• Cultural & Heritage Enthusiasts: Visitors interested in Holywell’s historical sites like Basingwerk Abbey and the heritage trails.
• Families & Outdoor Enthusiasts: Tourists seeking recreational activities such as walking, hiking, or exploring Greenfield Valley and Halkyn Mountain.
• Day-Trippers & Short-Break Visitors: People living within a 1–3-hour drive of Holywell, such as those from Liverpool or Manchester, looking for a quick getaway.
• International Tourists: Targeting markets interested in Welsh culture and heritage through collaborations with regional tourism boards.
5.3 Digital Marketing
In the modern tourism industry, a strong online presence is essential. Digital marketing allows destinations like Holywell to reach a global audience while also engaging local visitors more effectively. A comprehensive digital strategy involves a variety of channels - social media, websites, email newsletters, and search engines - to drive awareness, engagement, and conversions (e.g., bookings, visits).
• Social Media: Leveraging platforms like Instagram, Facebook, and Twitter to share Holywell’s story, promote events, and engage with visitors. User-generated content (e.g., visitors sharing their experiences) will play a key role in expanding reach.
• SEO & Website Development: Improving the town’s online visibility by optimising the website for search engines, making it easier for people searching for Welsh heritage, outdoor activities, or spiritual pilgrimages to discover Holywell.
• Influencer Collaborations: Working with travel bloggers, photographers, and influencers in heritage or wellness tourism to promote the town to a wider audience.
• Email Campaigns: Regularly updating subscribers with news, events, and special offers, encouraging repeat visits, and keeping Holywell top-of-mind.
5.4 Content Creation & Storytelling
Storytelling is at the heart of effective destination marketing. People don’t just want to visit places; they want to connect with them emotionally and experientially. Holywell has an incredibly rich narrative to share, from its ancient legends surrounding St. Winefride’s Well to its vibrant present-day community and traditions. The content we produce should bring these stories to life, creating a connection between Holywell’s past and the experiences available today.
• Videos & Photography: Showcasing Holywell’s landscape, historical sites, and cultural events through high-quality visuals will inspire potential visitors. This can include virtual tours of St. Winefride’s Well, aerial shots of the Welsh countryside, and interviews with locals.
• Blog Posts & Articles: Featuring stories about Holywell’s history, famous visitors, or guides on the best walking routes, restaurants, and hidden gems around town.
• Interactive Content: Developing quizzes, heritage trail apps, and digital guides to engage users more actively online, increasing time spent on the website and likelihood of a visit.
5.5 Partnerships & Collaborations
No destination can exist in isolation. Successful marketing strategies often involve partnerships and collaborations that extend a destination’s reach and enhance its offerings. Working closely with regional tourism associations, local businesses, accommodation providers, and nearby attractions can help Holywell create packages, cross-promote, and tap into existing visitor flows, ultimately driving higher footfall.
• “Go North Wales”: Aligning with regional campaigns to ensure that Holywell is featured prominently in North Wales marketing materials, benefiting from broader efforts to promote the area.
• Local business collaboration: Developing packages that include accommodations, local restaurants, and experiences such as guided tours or wellness retreats, encouraging visitors to stay longer.
• Cross-promotion with nearby attractions: Partnering with attractions like Greenfield Valley Heritage Park and Halkyn Mountain to create multi-attraction passes or themed itineraries.
• Events and festivals: Working with
local event organisers to promote annual happenings, creating a buzz around Holywell as a lively destination.
5.6 Traditional Marketing Approaches
While digital marketing has become indispensable, traditional marketing methods still play an important role, especially in reaching certain demographics or enhancing the town’s local visibility. Print media, radio ads, and out-of-home advertising, such as billboards or posters, can complement online efforts, ensuring a more comprehensive marketing approach.
• Print media: Featuring Holywell in travel magazines, Welsh heritage publications, and local newspapers to target specific interest groups and demographics.
• Radio and local broadcasts: Running ads or interviews on local radio stations in North Wales and nearby cities to promote Holywell’s upcoming events and tourism opportunities.
• Brochures and flyers: Distributing informative brochures at tourist information centres, airports, and ferry terminals to capture potential visitors at key decisionmaking points.
• Billboards and outdoor signage: Displaying eye-catching images of Holywell at motorway rest stops, train stations, and popular travel hubs in the region.
By using a mix of digital and traditional marketing, Holywell can connect with both tech-savvy and more traditional audiences, ensuring that its message reaches a broad and diverse group of potential visitors.
08 Monitoring and Evaluation
It is crucial to monitor the signals indicating the effectiveness of this plan. By tracking key performance indicators such as tourist numbers, visitor satisfaction ratings, and community engagement, the Council can assess if the plan is achieving its goals. Regular evaluation of these signals allows for adjustments to be made ensuring the success and sustainability of this plan.
• KPIs: Track metrics such as website traffic, social media engagement, visitor numbers, average spend, and length of stay.
• Surveys and feedback: Conduct regular visitor and stakeholder surveys to gauge satisfaction levels and identify areas for improvement.
• Reviews: Hold quarterly reviews to assess the effectiveness of marketing campaigns and adjust strategies as needed.
9 Budget and resource allocation
This plan is ambitious and will require investment but it doesn’t have to be all done at once. The action plan will identify the most important priorities to start with, but the main things requiring resources are as follows and the council should seek funding for different aspects of work plan.
Allocate funding for:
• Tourism and events officer
• Green and blue badge Guides
• Website development and maintenance
• Digital marketing campaigns (social media ads, Google Ads)
• Print advertising and promotional materials
• Event organisation and promotion
• Collaborations with local businesses and influencers
Funding opportunities could be explored through grants, regional tourism bodies, and partnership contributions.
10 Action Plan
Taking an agile approach to our work allows us to focus on the most pressing priorities and adapt quickly to changing circumstances. By categorising our action plan into “now,” “next,” and “later” segments, we can concentrate our efforts on immediate objectives that deliver the most value. This method encourages collaboration and fosters a sense of urgency while providing clarity on what needs to be addressed at each stage of the process. It also allows for flexibility, enabling us to adjust our plans based on feedback and emerging opportunities.
The “now, next, later” framework breaks the action plan down into manageable parts, enhancing our ability to make progress without becoming overwhelmed by the entire scope of work.
Now - encompasses immediate actions that are essential for laying the groundwork and generating initial momentum. These tasks should be prioritised and completed in the short term to address more urgent needs and capitalise on current opportunities.
Next - includes important initiatives that should be pursued once the immediate actions are underway. These tasks will build on the foundation set by the “now” actions and contribute to ongoing development and improvement in the destination.
Later - highlights longer-term goals and projects that can be addressed as resources and capacities allow. These initiatives may require more extensive planning, collaboration, and investment but are vital for achieving the broader vision for Holywell’s future as a visitor destination.
1. Invest in Maintaining and Restoring Heritage Sites: Prioritise the upkeep and restoration of key heritage sites like St. Winefride’s Well, Basingwerk Abbey, and the historic town centre. This investment ensures these landmarks remain attractive and accessible to visitors, especially those interested in faith tourism from Chester, the North West, and Ireland.
2. Develop Interpretative Materials and Guided Tours: Create engaging interpretative materials, guided tours, and digital trails to make Holywell’s rich history more accessible. This includes physical signage, brochures, and digital resources such as mobile apps, to cater to both domestic and international visitors.
3. Partner with ‘Walkers are Welcome’: Engage with this initiative to promote Holywell as a prime walking destination, leveraging existing trails and paths. Collaborating with them will elevate Holywell’s status among walking enthusiasts and faith tourists.
4. Organise a Holywell Conference: Host an annual conference inviting speakers from Mostyn Estates for example, heritage experts, faith leaders and tourism professionals to discuss opportunities for the town. This will enhance Holywell’s profile and establish it as a destination of importance.
5. Employ a Tourism and Events Officer**: Appoint a dedicated Tourism and Events Officer to oversee the implementation of this action plan. This individual will coordinate events, develop marketing strategies, and engage with stakeholders to ensure the effective promotion of Holywell.
B. Town Centre Revitalisation
7. Pop-Up Shops Initiative: Encourage independent retailers, artists, and craftspeople to temporarily occupy vacant shops, bringing vibrancy to the town centre. This will create a dynamic environment that attracts visitors and increases footfall.
8. Regular Markets and Events: Host themed markets (local produce, crafts, antiques, and specialty goods) to draw foot traffic into the town. This will make Holywell a bustling destination, especially during weekends and holidays.
9. Façade Improvement Grant Scheme: Introduce a scheme that offers financial support for shop owners to renovate and enhance their storefronts, creating a visually appealing town centre.
6. Support the Training of Green and Blue Badge Guides: Source funding and partnerships to train local guides in achieving their, green and blue badge award, enhancing the visitor experience with knowledgeable and accredited professionals who can offer engaging tours around Holywell’s historical and religious landmarks.
10. Strengthen the a Town Centre Business Forum: Ensuring the forum aim is to coordinate events, promotions, and collaborative marketing efforts among local businesses, ensuring a unified approach to town centre revitalisation.
C. Target Audience Engagement and Demographics
11. Targeted Marketing Campaigns: Develop campaigns focusing on Irish tourists, families, and groups interested in religious or historical experiences. Utilise social media, travel blogs, and tourism websites to reach these audiences, especially in Chester, the North West, and Ireland.
12. **Family-Friendly Visitor Itineraries**: Create itineraries for families that highlight activities suitable for different age groups, making Holywell an ideal family destination.
13. Collaborate with Regional Tourism Organisations: Work with tourism bodies in North Wales and the North West to position Holywell as a key stop within the broader tourism experience across North Wales, attracting visitors exploring the region.
14. Annual Holywell Heritage Festival: Organise a flagship event celebrating Holywell’s history, featuring re-enactments, live music, food stalls, and craft markets. This festival will draw attention to Holywell as a cultural destination.
15. Support Busking and Street Performances: Encourage local artists to perform, creating a lively town centre atmosphere that enhances the visitor experience.
16. Develop a Year-Round Events Calendar: Plan a diverse range of events to attract visitors throughout the year, such as food festivals, outdoor cinema nights, art walks, and themed market days.
E. Transportation and Accessibility
17. Improve Signposting and Wayfinding: Enhance signage and wayfinding to ensure that key attractions are clearly signposted from major roads and within the town centre. Prioritise signs that guide visitors from attractions like St. Winefride’s Well to the town centre, ensuring seamless navigation.
18. Reopen Greenfield Station: Collaborate with transport authorities to explore reopening Greenfield Station, improving access to Holywell for tourists.
19. Introduce an Electric Bike Hire Scheme: Offer eco-friendly bike rentals, allowing visitors to explore Holywell and its surroundings sustainably.
F. Visitor Amenities and Services
20. Upgrade Public Amenities: Improve public toilets, seating areas, and active travel routes to enhance the overall visitor experience.
21. Encourage Cafés, Bars, and Eateries: Support local businesses in introducing more food and drink establishments to create a welcoming atmosphere for visitors.
22. Develop a Multi-Use Community Hub: Create a central space where visitors can access information, attend workshops, and experience local art and culture.
G. Community and Safety Initiatives
23. Launch a ‘Welcome to Holywell’ Campaign: Foster a community-led initiative that creates a welcoming atmosphere, involving local residents in greeting tourists and sharing knowledge about the area.
24. Address Anti-Social Behaviour: Collaborate with law enforcement and community groups to maintain a safe environment for both residents and visitors.
25. Community and Tourism Ambassador Program: Establish a network of ambassadors to assist tourists, offer local insights, and support events.
H. Sustainable Tourism Initiatives
26. Encourage Eco-Friendly Practices: Promote sustainable business practices among attractions and retailers, such as using renewable energy and reducing waste.
27. Introduce a ‘Holywell Green Tourism’ Mark: Create an accreditation programme that recognises businesses committed to environmentally friendly practices.
28. Electric Vehicle Charging Points: Install charging points to make Holywell convenient for eco-conscious travellers.
I. Accommodation Development
29. Promote B&Bs, Boutique Hotels, and Unique Accommodation: Work with property owners to expand accommodation options, catering to different visitor preferences.
30. Pilgrim’s Stay Package: Develop multi-day packages that include accommodation, guided tours, and entry to key attractions, targeting visitors from Chester, the North West, and Ireland especially those interested in faith tourism.
J. International Marketing Strategy
31. Develop Partnerships with Travel Agencies and Tour Operators: Form relationships with agencies in Ireland and other countries to attract international tourists.
32. Attend International Tourism Fairs:
Showcase Holywell’s unique heritage and pilgrimage opportunities at international tourism fairs.
33. Digital Presence and Twinning: Strengthen Holywell’s online presence through social media and digital twinning with other towns.
Justification for a Tourism and Events Officer
A Tourism and Events Officer is crucial to the successful implementation of this action plan. This role will provide dedicated oversight, ensuring that marketing campaigns are effectively targeted, events are well-organised, and collaborations with regional partners are nurtured. This officer will also be responsible for coordinating the training of Green and Blue Badge guides, promoting Holywell at national and international events, and ensuring the town’s unique selling points are communicated to key markets, especially Chester, the North West, and Ireland.
Integrated and Prioritised Actions
These actions will be categorised into ‘Now,’ ‘Next,’ and ‘Later’ based on feasibility, impact, and resource requirements. This prioritisation ensures that Holywell’s tourism development is focused, efficient, and aligned with the town’s ambition to become a key destination for cultural, historical, and faith tourism.