A Destination Management Plan has been produced to address some of the existing issues and identify future issues facing tourism in the area.

The main focus will be a series of deliverable actions addressing the strategic issues, which still remain seasonality, quality of the product, funding and sustainable development.

‘Destination Swansea Bay 2013-2016’ is the Industry’s statement of intent on how it will improve the visitor experience over the next 3 years. For the first time, the private, public and third sectors involved in tourism have identified the challenges ahead and will work collaboratively to ensure a positive change in perception and performance.

The plan has been split into 4 strategic themes:

  1. Working Together – to include creating effective working partnerships with key local tourism stakeholders.
  2. Driving Quality – for example developing and maintaining high quality infrastructure to satisfy visitor and resident needs.
  3. Tackling Seasonality – including implementing an effective marketing campaign for Swansea Bay in the shoulder seasons (Spring, Autumn and Winter).
  4. Ensuring Sustainability – for example to adopt a balanced approach between economic prosperity, environmental protection and social equity to support sustainable development within the destination.


Project example

One example under the ‘Ensuring Sustainability’ theme is to encourage visitor action on sustainability by providing information on issues such as waste, recycling, countryside code (biodiversity), energy, transport and local produce.