Tourism Development in Neath Port Talbot

Project Description:  

As a result of cutbacks the Council’s Tourism Team was disbanded.  In response to this gap in provision a Tourism Development Officer was employed to help tourism businesses to understand the market they operate in, identify new opportunities and assist them develop plans and ideas.  This approach aims to increase the contribution that the tourism industry makes to the rural economy within Neath Port Talbot. 

Project Achievements:

• The project delivered research into the needs and wants of visitors to Neath Port Talbot’s rural wards – A Knowledge hub for tourism operators was created. 
• The project created a bank of photography and videography for the rural areas and were freely accessible to operators for them to use to promote their area.
• Networking activities increased product knowledge and a sense of place among stakeholders and events were aligned with Visit Wales’ themed years. Showing casing the rich cultural, recreational heritage, opportunities and venues on their doorstep. 
• Tourism stakeholder networks established and linked to the NPT Destination Management Plan covering: Swansea and Amman Valley, Afan Forest Park and Margam Country Park.
• A feasibility study was delivered, as part of this study a ‘Destination Guide’ was produced with relevant information to hand the facilities and operators in Neath Port Talbot. 
• The project’s success resulted in the reinstatement of a Tourism Team in Neath Port Talbot.
• An additional £520,000 in investment in tourism infrastructure and marketing projects was secured by the project’s Tourism Officer adding value to the area’s tourism capacity in the rural wards. 

Project Beneficiaries:  

Tourism business and related stakeholders benefitted from participation in the project’ various activities through: 

• Networking events – ‘Sense of Place’.
• Free resources - Promote the area more effectively.
• Development business support provided through the stakeholder networks.

Challenges/Solutions: 

• There was a lower rate of stakeholders assisted with their business development needs through an individual mapping survey. An online survey could have been undertaken which would have aided the number of mappings completed. 
• Findings established that ongoing, tailored one to one support is the most effective means of supporting the tourism industry.  The new tourism team (in partnership with the Economic Development Team) has given a commitment to meet new tourism business in the area. 

Results: 

• The project’s ongoing legacy is the prioritisation of tourism as a growth sector within the local rural economy alongside the permanent provision of 2 full time members of Tourism staff. 
• The feasibility study recommendations continue to be delivered by the tourism team, in order to mobilise the tourism sector within the rural wards.
• Three newly created tourism stakeholder networks continue to meet, working collaboratively to increase the contribution that the tourism industry makes to the rural economy. 
• Eighty people participated in the project, attending events and stakeholder groups. 
• Fifty four stakeholders were engaged over the life of the project. 
• Fifty nine women participated in the project, exceeding the original target of 25. 
• Eleven Welsh speaking participants were supported through the project.