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) devolves resources to the Partnership to enable it to undertake its main objective, ie to enable the delivery of the Regional and Action Plans contained within its Tourism Strategy North Wales - “Tourism Strategy North Wales 2010-2015”.
The 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”.
The Partnership’s mission is to Enhance North Wales’ tourism economy, through Partnership, Planning tomorrow’s tourism today.
The Partnership is committed to improving the quality of the tourism offer and targets Product Development, Promotion Development and People Development, and there through benefits will accrue to the tourism industry, the community and importantly the customer, our visitors.
The Partnership’s Board of Directors comprises of 7 local authority directors, including Snowdonia National Park Authority, and 7 trade directors elected to address the needs of industry in all parts 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 Partnership to have excellent lines of communication with industry – not only for two-way feedback but also to secure ownership. The 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 £1M per annum, part of which is devolved to the Marketing Area Partnerships towards pilot Promotion projects. The 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 Partnership will work to enable Integrated Quality Management in the five Areas in the region – Llandudno / Deganwy / Conwy; Caernarfon; Wrexham; Llangollen / Dee Valley; and 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 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.
They include Shortbreaks North Wales, Giants North Wales, Gardens North Wales and Movie Map North Wales on the theme of Activities targeted at young professionals / groups, on a product grouping basis ie Golf North Wales, Adventure North Wales and Walking North Wales.
Support the expansion of existing Business and Conference tourism marketing, levering local authority and trade funds, under Conference North Wales.
Undertake an initiative to refresh Coach and Group travel organiser 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 visitation from the North West and West Midlands. New web sites Attractions North Wales and Events North Wales have been established.
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.
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