Cardiff

Only available on StudyMode
  • Topic: Cardiff, Wales, Tourism
  • Pages : 41 (13347 words )
  • Download(s) : 52
  • Published : March 16, 2013
Open Document
Text Preview
2009-2014

May 2009

Produced by Cardiff Council & Blue Sail

S:/MARKETING & VISITOR SERVICESS:\MARKETING & VISITOR SERVICES\NEW SHARED DRIVE M&VS\Tourism Strategy\Final Docs\Tourism Strategy Final - May 2009.doc1

CONTENTS
EXECUTIVE SUMMARY .......................................................................................3 1. THE PURPOSE OF THE TOURISM STRATEGY ..............................................5 2. SETTING THE SCENE ......................................................................................6 3. THE MARKET FOR CARDIFF AS A DESTINATION .......................................12 4. GUIDING PRINCIPLES ...................................................................................15 5. KEY EXPERIENCES .......................................................................................18 6. LOOKING AFTER THE VISITORS ..................................................................28 7. A SKILLED WORKFORCE ..............................................................................34 8. PARTNERSHIPS ......................................................................................... …36 9. RESEARCH, EVALUATION AND PERFORMANCE MEASUREMENT ...........39

Cardiff Council Tourism, Development & Visitor Services Team worked with tourism consultants Blue Sail to develop this Strategy. The Strategy therefore benefits from an independent analysis of the issues and particularly Blue Sail’s experience of working in other destinations, and their perceptions as visitors to Cardiff. The Strategy has also had contributions and comments from officers across a range of relevant Council services, plus input from the private sector tourism operators through one-to-one interviews with the consultants, and workshops to identify and discuss key issues. Cardiff Council would like to thank all those who have given their valuable time and experience in helping to develop this Strategy document. The Tourism Strategy should be read in conjunction with the accompanying Action Plan and implementation will of course be subject to available resources.

S:/MARKETING & VISITOR SERVICESS:\MARKETING & VISITOR SERVICES\NEW SHARED DRIVE M&VS\Tourism Strategy\Final Docs\Tourism Strategy Final - May 2009.doc2

EXECUTIVE SUMMARY
There is an exciting momentum in Cardiff. As a destination for visitors it has been transformed in recent years. Its environment, stadia and venues, retail, accommodation and hospitality offer have been lifted to a higher level. And the volume and value of tourism, and the employment it provides, have continued to grow. Now Cardiff needs to maintain this progress. But the environment is competitive with more destination choices than ever for tourists. So Cardiff must ensure that the visitor experiences it offers attract and delight its main target markets, which are: ‘Independent Explorers’ with interests in culture, heritage and activities, and looking for experiences that inspire and enrich ‘Entertainment Seekers’ :young adults as couples and groups, looking for some fun; fashion-conscious and willing to try new things and events ‘Middle of the Roaders’: adults, often with children, who want a traditional ‘good day out’ with shopping and eating out, events and active sports Business visitors especially those coming for corporate events and conventions have heightened expectations of venues and services. Cardiff offers a number of experiences to attract these target markets. The key visitor experiences must continue to be improved through new developments to which Cardiff should aspire over the next 5 years: Key Experiences Enjoying Culture and Events Headline Objectives and Developments Research viability of regular major festival with national / international appeal Explore the potential of an internationally recognised cultural brand attraction Complete first phase of The Cardiff Story Further interpretation of Cardiff’s heritage Reinforce sense of place as the Welsh capital The...
tracking img