Agenda Item No.










At its meeting on 16th June, 2014 Cabinet had referred the report to the Scrutiny Committee as part of the consultation process.  Destination Management was defined by Visit Wales as “co-ordinating all the activities and services which impacted on the visitor and their enjoyment of a destinationâ€.  Such activities and services included those provided by the Council as well as others and could include accommodation, cafés, shops, events and cultural experiences.  To assist in bringing all various elements together, Visit Wales had tasked local authorities to develop Destination Action Plans (DAP).  It was suggested that the DAP for a particular area should summarise the current situation with reference to Destination Management, should consider strengths, weaknesses, opportunities and threats, relating to the area and include a list of actions or projects.  It was also indicated that the DAP would be important in providing supporting evidence in funding applications.


The draft DAP for the Vale of Glamorgan was attached to the report, the structure for which had followed that suggested by Visit Wales.  The first part of the Plan was strategic in nature, containing an introduction and relevant context and background to the Vale of Glamorgan and the importance of tourism.  This element also included an assessment, focusing on strengths, weaknesses, opportunities and threats.  The Plan set out a vision, priorities and actions that were listed as follows:


·               Raising the profile

·               Improving the public realm and tourism infrastructure

·               Enhancing the tourism product and experience

·               Enhancing the sense of place

·               Improving leadership and delivery.


The Plan was currently in draft form and had been agreed by Cabinet for consultation purposes.  Consultation would involve discussions with relevant stakeholders and officers were currently exploring the option of holding an event to bring stakeholders together to discuss the draft DAP.  The DAP would also be the subject of this year’s Business Breakfast event of the Vale of Glamorgan Show.  Following consultation and incorporation of any changes and amendments, the Plan would then be proposed to the Council for adoption, following a further report to Cabinet.


The Cabinet Member for Regeneration, Innovation, Planning and Transportation, with permission to speak, advised that the Plan would ensure that co-ordination takes place and that visitors have an holistic approach.  She also referred to a recent example of a good initiative which had boosted the local economy, namely the Pitch a Tent Initiative and information was being gathered as to the amount of money that such an initiative had brought to the locality.  The Cabinet Member advised that in her view the Plan was an excellent document for which views and comments were welcomed. 


A suggestion made was that officers should consider sponsoring a competition or “working with trip advisor†an online facility to raise the profile for small businesses in the area. 


In considering the report reference was also made to the use of abbreviations contained therein with the request that they be expanded upon in order for people to understand the context.  The opportunity to establish a touring caravan site was also suggested by a Member who advised that Barry had no defined touring caravan site and that the consultation on the document could be an excellent opportunity for consideration of such a site in order to assist with boosting the local economy.  The Member also referred to a number of supermarkets in England who offered a certain amount of their car parking space to touring caravan operators which not only benefitted the towns, but also benefitted the local supermarket as people are more likely to spend money there.  It was clear that in his view the Council needed to consider the assets it has and use them more wisely and consider more imaginative initiatives. 


Reference was also made by some Members to the recent refurbishment of the Cardiff Airport with a further suggestion being made that a satisfaction survey should be handed out to people as they come through departures which could provide good information on the service.  Members, aware that the workload for the tourism department would be considerable in the future, suggested that it was important that the Council consider strengthening the tourism team at the opportune moment.  It was Members view that if the Council felt that tourism was a high priority, then consideration would need to be given to strengthening the team accordingly. 


It was subsequently




(1)       T H A T the Cabinet recommendations be endorsed.


(2)       T H A T the issues identified by the Committee as outlined above be referred to Cabinet and the Tourism Department for consideration during the consultation process.


(3)       T H A T following the consultation process a further report be presented to the Scrutiny Committee with the results of the consultation and with any revisions necessary to the Destination Action Plan.


Reasons for recommendations


(1)       In recognition of the consultation process identified for the draft Destination Action Plan.


(2)       In view of the comments made at the meeting.


(3)       To allow the Committee to consider a final Plan following the results of the consultation.â€