what we do
Tourism Partnership North Wales is one of four Regional Tourism Partnerships in Wales, with partners drawn from the public and private sector. The Welsh Assembly Government (WAG) Department for the Economy and Transport through Visit Wales devolves resources to the Tourism Partnership to enable it to undertake its main objective, to enable the delivery of the Regional and Action Plans contained within its Tourism Strategy North Wales - “Planning tomorrow’s tourism, today”, for the period 2004-09.
The Tourism Partnership will therefore make a regional contribution to the delivery of the Welsh Assembly Government and Visit Wales national plan, emanating from the national tourism strategy, “Achieving Our Potential 2006-2013”.
The Tourism Partnership’s mission is to “Enhance North Wales’ tourism economy, through Partnership, Planning tomorrow’s tourism today”.
The Tourism Partnership is committed to improving the quality of the tourism offer and targets Product Development, Promotion Development and People Development, and from these benefits will accrue to the tourism industry, the community and importantly, the customer, our visitors.
The Tourism Partnership’s Board of Directors comprises of 7 local authority directors, including Snowdonia National Park Authority, and 7 trade directors all elected to address the needs of industry in every part of the region. Four of the trade directors will be Marketing Area Directors, and will have an additional remit for their Marketing Area. The Marketing Areas are: the Isle of Anglesey, Snowdonia – Mountains and Coast, North Wales Coastal Resorts, and The North Wales Borderlands. The Partnership recognises the diversity of products, and the different segments of the market that each marketing area and their sub-areas promote to, in order to attract visitors.
It is intended that within each Marketing Area that there will be Marketing Area Partnerships operating to a Marketing Area Action Plan, with a Marketing Area Business Plan delivered by the tourism agencies in that area.
It will be critical for the Tourism Partnership to have excellent lines of communication with industry – not only for two-way feedback but also to secure ownership. The Tourism Partnership will engage with tourist associations, consortia and other marketing groups in all areas and sectors of the region – plus local authorities and communities, to establish their marketing priorities – through the Marketing Area Partnerships.
The budget allocated by the WAG to deliver the Action Plans is between £1M and £1.5M per annum, part of which is devolved to the Marketing Area Partnerships towards pilot Promotion projects. The Tourism Partnership’s resources will be used to influence Product Development, Promotion Development and People Development.
The Product Development priorities include improving infrastructure, superstructure – there being a Regional Investment Framework, and soft structure through the development of tourist packages.
The Tourism Partnership will work to enable the delivery of the Action Plans of the five Tourism Growth Areas in the region – Strategic in Llandudno / Deganwy / Conwy; Regional in Caernarfon; Regional in Wrexham; Regional in Llangollen / Dee Valley; and Rural in Betws-y-Coed.
The Promotional Development budget will be spent on enabling the enhancement and integration of new and existing promotional activity, and priorities include:
Within the UK Long Holiday market, the co-ordination of activity, on a Children Welcome theme, to secure increased conversions in the under 45, - younger and older better off families as well as middle lower income families.
Within the UK Short Break market, the enhancement of campaigns on the theme of Cultural, heritage, and countryside breaks targeted at over 45, - prosperous early retired couples, prosperous working empty nesters, and older less well off couples/ groups.
Additionally within the UK Short Break market, the development of campaigns on the theme of Activities targeted at young professionals / groups, on a product grouping basis ie golfing, adventure, walking, and water sports.
Support the expansion of existing Business and Conference tourism marketing, levering local authority and trade funds.
Undertake an initiative to refresh Coach and Group travel organizer database including the identification of niche groups and emerging independents that may buy into informal group holidays. Support will be considered for enhancing Marketing Area/Regional based campaigns to this market and integrating a greater impact at travel trade shows.
Within the Day Visitor Market there will be the appointment of a strategic PR agency, to undertake drip feed activities in the territorial market place, to complement national campaign timings. Additionally it is intended to work with Attraction Consortia and major attractions in levering increased participation in North West and West Midlands travel fairs, retail outlet supermarkets and shopping precincts promotions.
Tourism Partnarship North Wales will pump prime the establishment of distribution cell within the North West, and West Midlands, getting product messages to customers on day visits to attractions in the main.
A Regional Events Support Scheme has been developed, which offers financial assistance to regional schemes, which extend the season and generate significant bed space demand.
The Partnership has reviewed the value of Tourist Information Centres and Points across the region and funds 6 core TIC’s. It also prioritises the development of a single phone contact centre for the region.
In People Development, the Partnership will support, with other key agencies, the development of new skills that are needed to maximize the gain from innovative marketing schemes. These may include benchmarking, e-based customer relationship development and IT networking.
For details, contact Dewi Davies, Regional Strategy Director, by telephone on 01745 589020 or 07831 597408, by fax 01745 589028, by e-mail: dewi.davies@tpnw.org or write to 25 St Asaph Business Park, St.Asaph, Denbighshire LL17 0LJ.
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