Cardiff Destination Action Plan 2012-14 - Business Wales · Destination Management and the Destination Action Plan Destination management is defined by Visit Wales as “co-ordinating
Post on 17-Feb-2019
215 Views
Preview:
Transcript
- 1 -
Cardiff Destination Action Plan (DAP)
2012-2014
- 2 -
INDEX Introduction …………………………………………………… 3 Destination Management …………………………………….. 3 Cardiff Tourism Strategy 2009-14: Progress to Date ……... 4 Roles and Partnerships ………………………………………. 5 Analysis of Cardiff as a Destination ..…………………… 6 The Destination Action Plan ………………………………….. 8 Appendix 1: Key Statistics ……………………………………. 21 Appendix 2: Attractions and Venues …………………………. 22 Appendix 3: Target Markets ………………………………….. 23 Appendix 4: Key to Cardiff Council Lead Services ………… 24 Appendix 5: Actions by Likely Impact ……………………….. 25
- 3 -
Introduction In September 2009 Cardiff Council's Executive approved the Cardiff Tourism Strategy and Action Plan 2009-14. In drafting the Strategy, a cross-section of stakeholders and interested parties were interviewed, including Members, officers from several Service Areas, strategic partners including Visit Wales, Cardiff & Co and Capital Region Tourism and a range of local businesses, transport and attraction operators including the Cardiff Hoteliers’ Association, Wales Millennium Centre, and Millennium Stadium. They also participated in a workshop at which opportunities and priorities were identified. Many of the objectives identified for implementation by the Council were already in the Council's Corporate Plan, but were brought together in the Strategy as a means of highlighting their relevance to and impact on the city’s tourism economy, which in 2010 was worth nearly £852 million. This new Destination Action Plan updates the original Action Plan, drawing together current and planned activities that support the objectives of the Tourism Strategy. Overall the implementation of the Tourism Strategy and Destination Action Plan contributes directly to Cardiff Council's aim of establishing Cardiff as a world-class business and visitor destination and supports its aims of ensuring Cardiff has a thriving and prosperous economy and is a great place to live, work and play. Destination Management and the Destination Action Plan Destination management is defined by Visit Wales as “co-ordinating all the activities and services which impact on the visitor and their enjoyment of a destination”. These activities include services and amenities generally offered by local authorities, such as transport, signage and tourist information; accommodation, activities and attractions, usually offered by the trade; and activities, events and cultural experiences. The local authority is generally, though not always, the lead Destination Management Organisation (DMO) in any given area - and with its well established Tourism Development & Visitor Services team, Cardiff Council is considered the DMO for Cardiff - however the development and management of many of the individual elements that make a successful destination are also the responsibility of partner organisations. To help bring these various elements together and to enable all partners to work towards the same goals, in 2011 Visit Wales tasked local authorities with developing their own Destination Action Plan (DAP) to
• provide a summary of the current situation • describe how the destination should develop over a period of time • list projects to focus on • be used as supporting evidence in funding applications.
- 4 -
Capital Region Tourism (CRT) are working with Local Authorities in the South East Wales Region to develop their DAP. It is anticipated that funding will be available for projects via Visit Wales's Tourism Investment Support Scheme (TISS), and activities that are highlighted in a DAP will be prioritised. As Cardiff already has a current Tourism Strategy and Action Plan it was agreed with CRT that this DAP would be an evolution of the Action Plan, taking into account recent developments and changing priorities. The timescale is 2011-14, in line with the Tourism Strategy, although some actions will continue beyond then. Funding, or part-funding, for some of the projects has already been identified however others cannot happen unless funding sources and/or other resources are secured. It should be noted that while the DAP is not a Marketing Plan, it does include a brief summary of destination marketing activities planned by Cardiff & Co. Cardiff Tourism Strategy 2009-14: Progress to Date Key achievements and developments since the approval of the Tourism Strategy, and which have had a direct impact on tourism include:
• Regional Destination Management System fully operational. Around £247k worth of accommodation bookings, nearly 6,400 bednights, made via the TIC and Visit Cardiff website between April 2010 and December 2011.
• Opening of St David’s Dewi Sant development in October 2009 • Several new hotels and other accommodation opened in the city, including the
Radisson Blu (2009, 215 rooms), Premier Inn City Centre (2010, 200 rooms), Travelodge Queen Street (2010, 97 rooms), Maldron (2011, 216 rooms)
• Refit of Cardiff Tourist Information Centre – reopened March 2010 • Opening of The Cardiff Story, April 2011 • Cardiff Bay Visitor Centre moved from The Tube to Wales Millennium Centre,
September 2010 • Completion of Cardiff International White Water, opened March 2010 • Completion of Pont y Werin and 10.2k circular Bay Trail, summer 2010 • Opening of Cardiff City Stadium summer 2009 • New pedestrian wayfinders installed in the city centre, 2009 • Enhancement of Bute Park through ongoing £5.6m Heritage Lottery Fund
project including Summerhouse Kiosk and restoration of heritage features including the Animal Wall
• Major sporting events hosted or supported include the First npower Ashes Test 2009 , Ryder Cup 2010 and Heineken Cup Final 2011
• Cardiff confirmed as a host city for 2012 Olympic football tournament, and Olympic and Paralympic training camps
• Cardiff designated a Sustainable Travel City • Cardiff is the first city in Wales to be awarded the status of "coach friendly" by
the Confederation of Passenger Transport • Development of BBC Studio complex at Roath Basin/Porth Teigr underway • St Mary Street redevelopment and public realm improvements in city centre
underway
- 5 -
• Training of 8 linguist guides completed • Investment from Cardiff Council and the Welsh Assembly Government
allocated to establish a Central Business District. Roles and Partnerships Partnerships, internal and external, are key to the development and delivery of the DAP. Cardiff Council's Tourism Development & Visitor Services (TD&VS) team is part of the Venues & Tourism group within the Culture, Tourism & Events service. In turn, CTE is part of the Council's City Management Service Area, and one of the Service's aims is to establish Cardiff as a world-class business and visitor destination. TD&VS is responsible for developing and co-ordinating Cardiff’s Tourism Strategy, which provides a framework to co-ordinate tourism development and visitor management, and maximise the economic impact for Cardiff as a premier visitor destination. This includes:
• Management of the Tourist Information Centre and visitor call handling • Working with partners on the destination management of the city, including
development of the city’s tourism product and infrastructure • Management of the Destination Management System (DMS) • Co-ordinating tourism research, providing data, intelligence and analysis • Measuring and monitoring trends in the volume and value of tourism • Industry training and skills development • Working with internal and external partners to promote the city, including
performance monitoring of the city’s destination marketing contract with Cardiff & Co
• Cruise market development • Integrating tourism interests into key Council, regional and national policy and
strategy • Championing tourism within the Council, including providing tourism expertise
to other services TD&VS works with partners across the Council to achieve its aims. The team now sits within the same group as Venues, opening up further operational and development opportunities using the city's flagship civic venues, such as Cardiff Castle, City Hall and the Mansion House. A closer relationship with the Council-managed cultural venues and city centre management and events teams, all now within the Culture, Tourism & Events service, helps integrate wider activities. The team also works closely with officers in Economic Development, Planning, Highways, Major Projects, Cardiff Harbour Authority, Transportation, Parks and Sport Development as required.
- 6 -
Beyond the Council, key partners include: • Cardiff & Co • Welsh Government - Visit Wales and Major Events Unit • Capital Region Tourism • Attractions, event organisers and activity providers – including National
Museum Wales, • Hoteliers and accommodation operators • Venues – including the Wales Millennium Centre, Millennium Stadium,
SWALEC Stadium etc • Retailers • Neighbouring local authorities' Tourism Officers • Transport operators • Training providers
Cardiff as a Destination: Analysis of strengths and opportunities A considerable amount of consumer research has been undertaken by the Tourism Development and Visitor Services team in recent years that has highlighted Cardiff's strengths and opportunities for development from the visitor's perspective. The analysis below reflects the key findings, along with feedback from partners and stakeholders, and identifies potential opportunities for development. The Destination Action Plan indicates how each of the actions supports the achieving of these opportunities.
- 7 -
Strong in: Areas for Development: Product offer Quality of tourism assets – culture, heritage, accommodation, events, retail, sport – with portfolio constantly evolving Accessibility Easy access from UK road and rail networks Working port with capacity for small- to medium-sized cruise ships Improved coach parking facilities Reputation: Friendliness, welcome and atmosphere highly rated Two thirds say their visit was better than expected Perceived as safe City’s can-do attitude with a record for delivering Value for money generally
Product and information gaps Need for bespoke convention centre Increase range of attractions Increase visitor information in languages other than Welsh and English Perceptions and first impressions Improved visitor information and facilities, and enhancements to Central Square Transport links Cardiff would benefit from a wider range of international air links Further development of public transport links to the Airport Improved capacity and infrastructure for cruise ships Cross modal integrated ticketing would be helpful to visitors
Opportunities to: Threatened by: Address first and lasting impressions Strategic management of city centre, including licensing and night-time economy issues Development of transport hub with visitor services and facilities CBD development, inc Taff waterfront Extend and improve the offer Expand range of attractions and activities Build on strong cultural and heritage product Enhance services and profile of Caravan Park Develop markets Development of convention centre Develop Cardiff as a cruise destination Focus on travel trade Build on reputation and profile Attract and deliver major events Offer value for money Focus on quality of service, accessibility and sense of place Enhance welcome and orientation Enhance visitor information services Use of digital information media Improve visitor signage Develop transport links Improve cross-city public transport links Electrification of railways Development of and links to Cardiff Airport
Negative perceptions Publicity around nightlife/binge drinking Hotel prices on peak dates Economic climate Surplus of rooms on non-peak days Limited consumer and investor confidence Limited grant funding for Cardiff Cuts in public sector resources Increasing competition Increasing air links at Bristol Airport Competitor destinations are no longer just domestic
- 8 -
Destination Action Plan The Destination Action Plan below has evolved from the one that was developed in 2009 to accompany Cardiff Council's Tourism Strategy 2009-14. The objectives are taken directly from the Strategy, and the updated actions reflect those in current business plans and strategies, and key issues arising from recent visitor research, as highlighted in the analysis above. It also reflects the vision outlined in the SE Wales Tourism Strategy of building on the region's strengths, specifically culture and heritage, outdoor activities, and as a location for events, meetings and conferences. The Regional Strategy also singles out Cardiff as one of the Region's "special places" and strengths in terms of visitor experience. Public and private sector partners were closely involved and consulted in the development of the original Strategy, and since then their feedback and input has been monitored via a number of routes, including regular meetings of the Culture, Tourism and Events Focus Group, the Cardiff Tourism Sector Board, Cardiff Tourism Network, meetings of the Cardiff Hoteliers' Association, networks such as the Waterfront Partners and personal contact. Their input has been captured in this plan. The following objectives, taken from the Tourism Strategy, are identified in the DAP:
• Develop Cardiff's reputation as an urban activity destination • Improve range of family-friendly attractions • Build on the known interest from visitors in Cardiff's heritage • Develop a regular, distinctive events programme to attract off-peak overnight
visits • Further develop the cruise and maritime market • Improvements to transport infrastructure and transport options for visitors • Develop welcome and information services for visitors • Progress development of an international conference and convention centre • Improve accessibility awareness among trade and information for the public • Develop digital information services through DMS • First impressions and facilities for visitors • Develop Cardiff as a sustainable and distinctive destination • Commission and undertake surveys to monitor trends, visitor feedback, and
identify gaps and opportunities • Promote and market Cardiff and the city region [Cardiff & Co]
It should be emphasised that all the actions identified in the DAP are achievable only subject to funding and other resources.
- 9 -
The right hand column in the table gives an indication of the likely impact of each action on addressing the opportunities to develop Cardiff as a visitor destination. The key to the letters used is as follows: H = likely impact High P = likely impact Positive S = likely impact Supportive These are also summarised at Appendix 5. A key to the lead Council services can be seen at Appendix 4.
- 10 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Develop Cardiff's reputation as an urban activity d estination Development of ISV and waterfront , including:
• double surf wave ride • ice arena • snow dome, including real snow play area hotels,
bars and restaurants • public realm enhancements, e.g. gateway public
art project • water taxi stop
2012+
Cardiff Council City Devel Cardiff Harbour Authority
Development Partners Welsh Government UK Sport
Development Partners Cardiff Harbour Authority Welsh Government UK Sport
Extend the offer All-weather, all-year offer Build on profile
H
Develop the cycle and walking network infrastructur e including:
• new routes – Enfys network • Wales Coastal Path
2012-13
Cardiff Council TS&P Infra
Welsh Government
Cardiff Council Welsh Government
Extend the offer
S
Upgrading facilities and promotion of Cardiff Carav an Park
2012-13 Cardiff Council P&S
Pedal Power Cardiff Council
Improve the offer Develop markets
P
- 11 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Enhance the range of family-friendly attractions an d experiences New family attractions e.g.
• Doctor Who experience • aquarium/animal attraction • tethered balloon ride • themed experience at Cardiff Castle
2011-14 and ongoing
Development partners/ Operators
Cardiff Harbour Authority Cardiff Council CTE Development partners/ Operators
Development partners Cardiff Council
Extend the offer
H
Continued development of the city centre as a top retail destination , including:
• expanded range of shops and other retail opportunities
• conservation and promotion of the historic arcades
• access to the city centre, e.g. coach parking, park and ride services
2011-14 and ongoing
Private Sector
Cardiff Council CTE NM
Private sector Development partners Cardiff Council
Build on product offer Increase in visitor numbers Increase in visitor income
P
Develop the vision of Cardiff as an internationally renowned city for contemporary art and design, including;
• creating Europe's largest gallery of contemporary art and design
• implementation of the Public Art Strategy, including public art trails.
2011- 14 Cardiff Council CTE
Welsh Government Cultural Partners and Venues
Cardiff Council Welsh Government Arts Organisations Private Sector Cultural Partners Trusts
Build on product offer Build on profile
S
- 12 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Build on the known interest from visitors in Cardif f's heritage Continued development and enhancement of Cardiff Castle, including:
• restoration and enhancement of entrance • new visitor experiences • improved disabled access • develop digital and online functionality • relocation of and increased accessibility to Castle
archives
2011- 14 and beyond
Cardiff Council CTE
Cardiff & Co Cardiff Council
Extend and improve the offer Increase in visitor numbers Increase in visitor income
H
Completion of Phase 2 of The Cardiff Story , including • design and build of exhibition • interactive and digital displays • digitised archives
2011 -14 Cardiff Council CTE
Cardiff Museum Development Trust
Cardiff Council Grants Donations
Extend the offer
P
Refresh Centenary Walk, including: • refurbish pavers • update and reprint guide • develop mobile guides, such as MP3 and apps
2012-13 Cardiff Council CTE
TBC Improve the offer S
Continued development of Bute Park , including: • extend and refurbish West Lodge as a tea room
and gift shop • public realm improvements – seats, bins and
signage • interpretation
2011-13 Cardiff Council P&S
Cardiff Council Heritage Lottery Fund
HLF Improve the offer
S
- 13 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Develop a regular, distinctive events programme
Develop and attract new events focusing on off-peak periods , e.g.:
• national St David's Day Festival • develop @Creative Cardiff festival
2011-14 and ongoing
Cardiff Council CTE
Welsh Government Private sector partners
Cardiff Council Welsh Government Sponsors Partners
Build on reputation and profile Increased off-peak visitor numbers and spend
P
Work with partners to attract and host internationa l sporting events and athletes to Cardiff, including
• European football finals • test cricket • paddle sports • multi-sport events e.g. Commonwealth Games • training camps
2011-14 and ongoing
Welsh Government/Major Events Unit CTE
Cardiff Council CTE
Welsh Government Cardiff Council Sporting bodies and venues
Build on reputation and profile Increased visitor numbers and spend
H
Encourage and support cultural and sporting venues and hotels to develop programmes, events, offers and package deals.
2011-14 and ongoing
Cardiff & Co Cultural Venues
Cardiff Council CTE
Cultural Venues Build on reputation and profile Increased visitor numbers and spend Offer value for money
P
- 14 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Further develop the cruise and maritime market On-shore support and services for calls
2011- 14 and ongoing
Cardiff Council CTE
ABP Cardiff Harbour Authority
Cardiff Council ABP CRT Cruise Wales
Develop markets Enhance welcome and orientation
P
Activity to promote Cardiff and SE Wales to cruise operators
2011- 14 and ongoing
Cardiff Council CTE
Cruise Wales partners
TBC Build on reputation and profile Develop markets
P
Support ABP to investigate solutions and funding fo r landing infrastructure outside barrage locks e.g. permanent structure or floating pontoons
2011- 14
ABP Cardiff Council CTE
ABP Cardiff Council Welsh Government Grant sources
Develop markets
P
Improvements to transport infrastructure and transp ort options for visitors Develop public transport services within the city , e.g.:
• extended Baycar route • develop plans for rapid transport service to ISV • park and ride services • investigate potential for integrated travel ticketing
2011-14 Cardiff Council City Devel NM
Welsh Government Welsh Government Cardiff Council
Develop transport links P
Support transport network operators in enhancing public transport links to Cardiff, e.g.:
• electrification of railways • increased scheduled air services to Cardiff
Airport • public transport links to and from Cardiff Airport
2011-14 Transport operators City Devel
Cardiff Council TS&P Cardiff Airport
Welsh Government Develop transport links Address competition
P
- 15 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Develop welcome and information services for visito rs Make best use of technology to deliver efficient an d cost-effective services at TICs , including:
• enhance online sales potential • increase EPOS capability • review retail offer and income–generating
opportunities
2011-14 Cardiff Council CTE
Cardiff Harbour Authority
Cardiff Council Harbour Authority CRT Income generation
Enhance welcome and orientation Build on reputation and profile Increased income
P
Assess tourist information services at the airport
2011-14 Cardiff Airport
CRT Local authorities Cardiff & Co Visit Wales
CRT Cardiff Airport Welsh Government
Enhance welcome and orientation Improve first and lasting impressions
S
Real time visitor information on city centre kiosks 2011-14 Cardiff Council CTE NM
t.b.c. Enhance welcome and orientation
P
Recruit and train volunteers as hosts for 2012 even ts and welcome camps, with the legacy of a pool of experienced, trained volunteers for future events.
2011-12 Cardiff Council P&S
CRT WCVA Universities Urdd C&Co
LOCOG Cardiff Council
Enhance welcome and orientation Build on reputation and profile
P
- 16 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Progress development of an international conference and convention centre Complete specification, design, appoint developers and start build of new convention centre to include:
• auditorium, exhibition, registration and break-out areas and offices
• dining and catering facilities • fully equipped with digital and IT facilities • fully accessible (for delegates, staff and goods)
2012-15 Cardiff Council City Devel CTE
Welsh Government Operators
Cardiff Council Welsh Government
Extend the offer Develop markets
H
Improve accessibility awareness among trade and inf ormation for the public Collate accessibility data from hotels and venues i n DMS to improve quality and quantity of information available
2011-12 Cardiff Council CTE
C&Co Visit Wales
Cardiff Council CRT
Build on reputation and profile
S
Assess disability awareness training needs of operators and businesses
2011-13 CRT Cardiff Council CTE Access Groups
Operators Build on reputation and profile
S
- 17 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Develop digital information services through DMS Secure long-term sustainability of the DMS as the regional data repository including:
• act as Data Masters for SE Wales • ensure records are complete and meet minimum
quality standards • liaison with Visit Wales, Southern Wales, CRT
and other external partners
2011-14 Cardiff Council CTE C & Co
CRT Visit Wales Local authorities Trade Private sector suppliers
Cardiff Council Cardiff & Co Grants
Enhance welcome and orientation Build on reputation and profile
H
Develop new applications for DMS data , e.g. • RSS • kiosks • remote and mobile apps • online ticketing ability
2011-14 Cardiff Council CTE C & Co
Private sector suppliers Regional partners
Cardiff Council Cardiff & Co Grants
Enhance welcome and orientation Build on reputation and profile
S
Increase use of DMS extranet/Frontdesk and ticket sales options by operators
2011-14 Cardiff Council CTE C & Co
Trade Regional partners
Operators
Develop markets Increase in visitor income
P
- 18 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
First impressions and facilities
Enhance visual impact, visitor welcome and information provision at Central Square transport hub , e.g.:
• visitor information point • real-time visitor and travel information • improved waiting facilities • fully accessible facilities and information • wayfinding and orientation
2011-14 Cardiff Council City Devel CTE
Development partners
Cardiff Council Welsh Government Development partners
Improve first and lasting impressions Enhance welcome and orientation Improved accessibility
H
Public realm improvements in the city centre, Callaghan Square/CBD and Bay , e.g.:
• high quality furniture and paving • landscaping and public art • access for all • conveniences and amenities • wayfinding and orientation
2011- 14 Cardiff Council EMP Plan
Cardiff Council Improve first and lasting impressions Enhance welcome and orientation
S
Improve visitor signage, including: • ensure vehicle signage is appropriate and
effective • extension of pedestrian wayfinding scheme, to
include ongoing maintenance budget
2011-13 Cardiff Council CTE NM
Cardiff University TBC Enhance welcome and orientation Improved accessibility
P
Effective management and operation of the city centre including:
• management of anti-social behaviour • management of taxi ranks and services • cleansing • application of licensing conditions • facilitating disabled access
2011-12/13 Cardiff Council CTE
South Wales Police Taxi operators Retailers
Cardiff Council
Improve first and lasting impressions Build on reputation and profile Address negative perceptions
H
- 19 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Develop Cardiff as a sustainable and disctinctive d estination Work with businesses to adopt sustainable practices and to move towards Green Dragon / Green Tourism Business Awards accreditation
2011-14 Cardiff Council Sust CTE
Visit Wales CRT
CRT Operators
Build on reputation and profile Improved quality of service
S
Encourage and support operators to participate in World Host/Croeso programme, and other training and development opportunities.
2011-14 Cardiff Council CTE
Visit Wales CRT
Visit Wales CRT Operators
Build on reputation and profile Improved quality of service
S
Encourage and support operators to adopt a “sense of place” approach
2011-14 Cardiff Council CTE
Visit Wales CRT
Visit Wales CRT Operators
Build on reputation and profile
S
Commission and undertake surveys to monitor trends, visitor feedback, and identify gaps and opportunit ies Consumer research e.g.:
• Cardiff Visitor Survey • STEAM • Visitor Satisfaction Questionnaire • Perceptions of Cardiff and SE Wales among non-
visitors, including businesses and conference-buyers.
• Trade and business satisfaction surveys • Ad hoc studies on-demand • Monitor and collate wider intelligence and
benchmarking
2011-2014 Cardiff Council CTE
Cardiff & Co Hoteliers Attractions CRT Visit Wales Universities
Cardiff Council C&Co Local partners
Develop markets Build on reputation and profile Monitor the economic climate and competition
P
Implement new methods of capturing visitor feedback including:
• online surveys • remote kiosks • omnibus research
2011-14 Cardiff Council CTE
Cardiff & Co Visit Wales
Cardiff Council Develop markets Build on reputation and profile Monitor the economic climate and competition
P
Monitor hotel bedstock and provision to assess supply, demand, occupancy and gaps.
2011-14 and ongoing
Cardiff Council CTE
Hoteliers Cardiff & Co
Cardiff Council Monitor the economic climate and competition
S
- 20 -
Projects
Timescale Lead Support partners Sources of funding
Supports opportunities to: Impact
Please note that the above activities are taken from Cardiff & Co's Strategy and Business Plan, 2011
Promote and market Cardiff and the city region PR activity, including media visits (to include cit y centre and Bay)
Further development of websites, social media and digital applications
Business tourism activity, including Ambassador events, familiarisation trips, buyer events, and conference support Travel trade activity, including B2B workshops, familiarisation trips and tour operator campaigns
Membership development and events, including recruitment in the wider-city region and broadening membership sectors.
2011-16 Cardiff & Co
Cardiff Council CTE Harbour Authority Hoteliers CTN members S Wales Marketing
Membership Cardiff Council Harbour Authority Hoteliers Commission Grants
Build on reputation and profile Develop markets
H
- 21 -
APPENDIX 1
Key Statistics
Visitor Numbers (Data from 2010 STEAM survey) In 2010, Cardiff saw: • 16.647m day visitors (up 27% on 2009). • 18.306m day and staying visitors (up 25% on 2009) • 1.659m staying visitors (up 7% on 2009) spending 3.5m nights (up 4% on 2009) • Day visitors accounted for 91% of total visitor numbers • Since 1998, the total number of visitors to the city has increased by 98.2% 2010 was the first full year of trading at St David's Dewi Sant, which undoubtedly had a significant effect on visitor numbers, especially day visitors, however even without the "St David's effect" there would have been an increase in visitor numbers and revenue. Visitor Profile and Behaviour (Cardiff Visitor Survey 2010) In 2010:
• 32% of visitors to Cardiff were from Wales, 42% from England and 26% from overseas.
• Visitors from overseas were most likely to have come from mainland Europe and Ireland (47% of overseas visitors), USA/Canada (20%), the Far East and Australia/New Zealand (11% each).
• When asked what was the best part of their visit, the most frequently mentioned things were "attractions" (particularly Cardiff Castle and Cardiff Bay); "people and atmosphere"; and "shops and city layout)
• Perceptions of Cardiff were generally positive, with 95% agreeing they had been made to feel welcome, and 90% agreeing it is a vibrant and lively city
• 98% of visitors described their visit to Cardiff as either "enjoyable" or "very enjoyable".
• 99% of respondents said they could recommend a visit to Cardiff to someone else. • Over half (53%) of visitors reached Cardiff by private car, approximately a quarter
(24%) had travelled by train and 10% by public bus or coach. • Use of the internet to help plan a visit to Cardiff had jumped from 21% in 2009 to
40% in 2010. Bedstock (June 2011)
• Rooms in serviced accommodation – 4856 • Bedspaces in serviced accommodation – 10,010 • Bedspaces in non-serviced and self-catering accommodation – 4522 (including
campus and hostels) • Between 1998 and 2010 the number of rooms in serviced accommodation
increased by 59.5%
- 22 -
APPENDIX 2
Attractions and Venues The table below lists Cardiff's most significant visitor attractions, and venues that bring in visitors for conferences, events, shows or concerts. Family Heritage Outdoors &
Activity Meetings & Conferences
Arts, Culture and Concerts
Cardiff Castle Cardiff Story National Museum Cardiff St Fagans: National History Museum Millennium Stadium Castell Coch Techniquest Cardiff International White Water Cardiff Bay and Barrage City Sightseeing
Cardiff Castle Cardiff Story National Museum Cardiff St Fagans: National History Museum Castell Coch Llandaff Cathedral Bute Park & Arboretum Butetown History & Arts
Cardiff International White Water Cardiff Bay and Barrage City Sightseeing Bute Park & Arboretum Roath Park Cardiff International Pool Ice Rink
Cardiff Castle City Hall St David's Hall Wales Millennium Centre National Museum Cardiff Millennium Stadium Motorpoint Arena Norwegian Church
Wales Millennium Centre National Museum Cardiff St David's Hall New Theatre Motorpoint Arena Norwegian Church Craft in the Bay Millennium Stadium
- 23 -
APPENDIX 3
Target markets Cardiff & Co's key tourism target markets are: Leisure:
• Families from Southern England looking for multi-destination short breaks • Event goers / supporters • Young people from throughout the UK, plus Netherlands, Germany, Spain, France
and Italy • Tour operators assembling packages • Destinations connected to Cardiff or Bristol via air routes
Business and major events:
• UK based associations, unions and public sector • UK and internationally based academic conference organisers • Meetings, Incentives, Conferences and Exhibition travel organisers • Major event owners worldwide
(Source: Cardiff & Co Strategic Business Plan 2011-14)
- 24 -
APPENDIX 4 Key to Cardiff Council Lead Services Develop Cardiff's reputation as an urban activity destination
City Devel – City Development TS&P - Transport Strategy & Projects Infra – Infrastructure P&S – Parks & Sport
Enhance the range of family-friendly attractions and experiences
CTE – Culture Tourism & Events NM – Network Management
Build on the known interest from visitors in Cardiff's heritage
CTE – Culture Tourism & Events P&S – Parks & Sport
Develop a regular, distinctive events programme
CTE – Culture Tourism & Events
Further develop the cruise and maritime market
CTE – Culture Tourism & Events
Improvements to transport infrastructure and transport options for visitors
NM – Network Management City Devel – City Development TS&P - Transport Strategy & Projects
Develop welcome and information services for visitors
CTE – Culture Tourism & Events NM – Network Management P&S – Parks & Sport
Progress development of an international conference and convention centre
City Devel – City Development CTE – Culture Tourism & Events
Improve accessibility awareness among trade and information for the public
CTE – Culture Tourism & Events
Develop digital information services through DMS
CTE – Culture Tourism & Events
First impressions and facilities
City Devel – City Development Plan – Planning CTE – Culture Tourism & Events NM – Network Management
Develop Cardiff as a sustainable and distinctive destination
Sust – Sustainability CTE – Culture Tourism & Events
Commission and undertake surveys to monitor trends, visitor feedback, and identify gaps and opportunities
CTE – Culture Tourism & Events
Promote and market Cardiff and the city region
CTE – Culture Tourism & Events
- 25 -
APPENDIX 5 Summary of actions by likely impact
HIGH POSITIVE SUPPORTIVE Development of ISV and waterfront
Upgrading facilities and promotion of Cardiff Caravan Park
Develop cycle and walking network infrastructure
New family attractions Continued development of the city centre as a top retail destination
Develop the vision of Cardiff as an internationally renowned city for contemporary art and design
Continued development and enhancement of Cardiff Castle
Completion of Phase 2 of The Cardiff Story
Refresh Centenary Walk
Work with partners to attract and host international sporting events and athletes to Cardiff
Develop and attract new events focusing on off-peak periods
Continued development of Bute Park
Complete specification, design, appoint developers and start build of new convention centre
Encourage and support cultural and sporting venues and hotels to develop programmes, events, offers and package deals
Assess tourist information services at the airport
Secure long-term sustainability of the DMS as the regional data repository
On-shore support and services for calls
Collate accessibility data from hotels and venues
Enhance visual impact, visitor welcome and information provision at Central Square transport hub
Activity to promote Cardiff and SE Wales to cruise operators
Assess disability awareness training needs of operators and businesses
Effective management and operation of the city centre
Support ABP to investigate solutions and funding for landing infrastructure outside barrage locks
Develop new applications for DMS data
Promote and market Cardiff and the city region
Develop public transport services within the city
Public realm improvements in the city centre, Callaghan Square/CBD and Bay
Support transport network operators in enhancing public transport links to Cardiff
Work with businesses to adopt sustainable practices
Make best use of technology to deliver efficient and cost-effective services at TICs
Encourage and support operators to participate in World Host/Croeso programme, and other training and development opportunities.
Real time visitor information on city centre kiosks
Encourage and support operators to adopt a “sense of place” approach
Recruit and train volunteers as hosts for 2012 events and welcome camps
Monitor hotel bedstock and provision
Increase use of DMS extranet/Frontdesk and ticket sales options by operators
Improve visitor signage Consumer research Implement new methods of
capturing visitor feedback
- 26 -
top related