This plan sets out a visitor-focussed way forward for tourism development in the area. Its main output is a Destination Action Plan which sets out practical steps that if taken forward jointly by all stakeholders, can make a positive difference to tourism in Torfaen.

The plan’s objectives:

  1. Increase tourist numbers, both day visitors and staying.
  2. Increase tourism-generated income within the county borough, tying in with the strategic vision of delivering long-term smart and sustainable economic growth.
  3. Create and safeguard tourism related jobs.
  4. Improve the visitor offer within Torfaen.
  5. Increase visitor satisfaction.
  6. Improve the image and awareness of Torfaen and its key sub brands as destinations.
  7. Improve the overall working relationship between tourism operators within Torfaen, and in particular increase referral between products within the county borough.
  8. Increase usage of tourism products by Torfaen’s internal market and the immediate markets of the Valleys, Monmouthshire and the coastal cities.
  9. Build on strong products such as heritage and retail, walking and leisure cycling and encourage complimentary development.
  10. To further spread business outside traditional summer season and the established visitor pattern, for example educational trips.
  11. Capitalise on the opportunities provided by the Digital Valley concept.
  12. Support the role of events in attracting visitors to the area.
  13. Encourage sustainable tourism development.
  14. Encourage sector-wide buy-in of carefully planned and targeted marketing of the tourism offer.


Project example

Target the group travel market, developing itineraries/packages to increase profile in trade campaigns, Increase trade bookings at accommodation and attractions.