Developing Cultural Tourism In Wales

1. Developing Cultural Tourism In Wales Nigel Adams Head of Policy & Regeneration Visit Wales Reväst Conference on Cultural Tourism Goteborg 7th May 2010

2. Developing Cultural Tourism In Wales - Introduction • Wales & Welsh Tourism • 2003 Cultural Tourism Strategy • 2007 Review of Cultural Tourism • Cultural Tourism Steering Group & 2008 Action Plan • Lessons Learned and conclusions

3. Developing Cultural Tourism In Wales – Welsh Tourism • Wales is on the western part of Britain and has a devolved government responsible for Health, Education, Economic Development etc. • In 2008 it attracted 8.5m staying visitor trips from within the UK and 1m overseas staying visitors • 700,000 UK staying visitors came to Wales to undertake cultural activities as their main purpose and a total of 2.8m undertake cultural activities whilst they were on holiday in Wales • In a survey in 2009 40% of international staying visitors gave history and heritage as a reason for visiting Wales

4. Developing Cultural Tourism In Wales – 2003 strategy • The former Wales Tourist Board published a Cultural Tourism Strategy to provide a framework to improve the cultural tourism product and ensure its promotion • Uniqueness of Wales’ history, language and way of life helped differentiate Wales from other parts of the UK • Visitor Research indicated that Wales was failing to deliver on the attributes of Land of Legend & Mystery and Land of Music, Song & Poetry • Idea of Cultural Tourism Strategy was controversial, many felt that cultural aspects should be integral to everything we did.

5. Developing Cultural Tourism In Wales – 2003 strategy • Vision of strategy was ‘That Wales be recognised internationally as a destination offering a quality cultural tourism experience based on its unique culture which forms an essential part of the overall tourism experience’ • Vision was to be delivered through 4 thematic programmes • Improving visitor accessibility to Welsh culture • Improving the quality of the visitor experience • Raising the profile of Wales as a cultural tourism destination • Understanding the characteristics and needs of the cultural tourist

6. Developing Cultural Tourism In Wales – 2003 strategy • An action plan was incorporated as part of the strategy • A national partnership involving the principal cultural, tourism and economic bodies was established to coordinate delivery • A Cultural Tourism Coordinator was appointed on a 3 year contract. • The Wales Tourist Board was merged into the Welsh Assembly Government in April 2006 • The budget allocated to fund delivery of the strategy was inadequate and the partners were reluctant to share budgets, the strategy was running out of steam • The Coordinator’s funding ran out

7. Developing Cultural Tourism In Wales – 2007 Review • Consultants commissioned in 2007 to assess if the strategy provided the right framework to realise the vision and what more needs to be done. • Findings included: • Cultural distinctiveness is critical for destination standout in the marketplace • Compared with international competitors the cultural tourism experience in Wales is relatively weak • International best practice highlights the importance of sustained investment in the cultural assets of a country linked to a bold innovative approach

8. Developing Cultural Tourism In Wales – 2007 Review • An integrated policy & action planning process needs to be adopted • Establish small executive committee within the new Heritage Department with private sector representation to provide strategic leadership and drive initiatives. • Retain existing Cultural Tourism Partnership as a forum for exchange of information and good practice • Training is needed to bring cultural & tourism sectors together • Greater co-ordination of promotion of cultural tourism products both in terms of literature and the web • Extend the membership of the Wales Tourism Research Group to include cultural bodies. • Maintain links with ECTN & other international bodies

9. Developing Cultural Tourism In Wales – 2008 Action Plan • Steering Group as recommended by Stevens prepared a 2 year Action Plan • Group has held series of topic meetings at the end of each one they identified 5 priority actions • The steering group then prioritised the actions on the basis of their impact, ability to attract funding and ease of delivery • Proposed actions are grouped in accordance with the thematic programmes of the original Strategy • Draft discussed by Cultural Tourism Partnership • Potential for some early wins by working together

10. Developing Cultural Tourism In Wales – 2008 Action Plan Highlights of the Action Plan include: • €20m Convergence project to implement national heritage interpretation plan • Peoples Collection a dynamic online experience dedicated to the history of Wales • Impact Music & Tourism Atlantic Arc Interreg IVB project • Food Tourism Action Plan • Customer training schemes to improve knowledge of those working in tourism of Welsh culture and heritage • Coordination of PR activities

11. Developing Cultural Tourism In Wales – Lessons & Conclusions • Creating a partnership does not in itself achieve partnership working • Need to involve senior staff from the key partners in drawing up action plan • Partners must be prepared to share budgets to deliver common objectives • Any strategy must be backed up by realistic budgets • Staff in the partner organisations must be committed to working in partnership • Need for shared research and commitment to monitoring and evaluating progress