Agenda Item No


The Vale of Glamorgan Council


Cabinet Meeting: 16 June, 2014


Report of the Cabinet Member for Regeneration, Innovation, Planning and Transportation


Vale of Glamorgan Destination Action Plan


Purpose of the Report

1.         To present to Cabinet a Draft Destination Action Plan for the Vale of Glamorgan and to outline a way forward to consult on the Plan and to work with partners in implementing the Plan.


1.         That the Draft Destination Action Plan be approved for consultation purposes.

2.         That following consultation a further report be presented to Cabinet with the results of that consultation, and with any revisions necessary to the Plan.

Reasons for the Recommendations

1.         To enable the Destination Action Plan to be subject to consultation.

2.         To allow the Council to approve a final Destination Action Plan.


2.         Destination Management is defined by Visit Wales as "coordinating all the activities and services which impact on the visitor and their enjoyment of a destination".  Such activities and services include those provided by the Council as well as others and can include accommodation, cafes, shops, events and cultural experiences.

3.         To assist in bringing all various elements together, Visit Wales has tasked local authorities to develop Destination Action Plans (DAP).  It is 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 is also indicated that the DAP will be important in providing supporting evidence in funding applications.

Relevant Issues and Options

4.         Attached at Appendix 1 is a Draft of a Destination Action Plan (DAP) for the Vale of Glamorgan.  The structure of the Plan follows that suggested by Visit Wales.  The first part of the Plan is strategic in nature containing an introduction and relevant context and background to the Vale of Glamorgan and the importance of tourism.  This element also includes an assessment, focusing on strengths, weaknesses, opportunities and threats.  The Plan sets out a vision, priorities and actions.  The priorities are listed as follows:

·               Raising the profile (promoting the Vale).

·               Improving the public realm and tourism infrastructure (Place Development).

·               Enhancing the tourism product and experience (Product Development).

·               Enhancing the sense of place (Place Promotion).

·               Improving leadership and delivery (Partnership and Development).

5.         A series of actions underpin each priority.  Where relevant those actions relate to actions that are also identified in the Council's Corporate Plan.  The DAP is therefore based on the five strategic priorities and sets out specific actions that need to be progressed over the next three years.

6.         The DAP also sets out an arrangement for partnership working and this is set out in Section 5.2 of the Plan with relevant actions contained under Priority 5.

7.         In terms of moving forward, the Plan is currently in Draft form and it is proposed that the Plan be approved for consultation.  It is envisaged that consultation will involve discussions with relevant stakeholders and officers are currently exploring the option of holding an event to bring stakeholders together to discuss the draft DAP.  It is envisaged that the DAP can 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 it is proposed that the Plan be adopted by the Council.  This will require a further report to Cabinet.

Resource Implications (Financial and Employment)

8.         The Plan has been produced within the Directorate budget.  Implementing the Plan will have budget implications and implications in terms of staff time.  These are matters that will be considered in detail as the Plan is implemented.  A key element in taking the Plan forward will be the need to monitor performance of the Plan against the actions list.  This will require the establishment of success criteria as well as timescales for implementation and it is envisaged that these are matters that will need to be addressed at an early stage once the plan is adopted.

Sustainability and Climate Change Implications

9.         The provision of quality visitor services and facilities does have implications for visitor numbers and all travel patterns within the Vale of Glamorgan which impact on sustainability and require careful management by the Council.

Legal Implications (to Include Human Rights Implications)

10.      None directly attributable to this report.

Crime and Disorder Implications

11.      None directly attributable to this report.

Equal Opportunities Implications (to include Welsh Language issues)

12.      None directly attributable to the report.

Corporate/Service Objectives

13.      The production of a Destination Management and Destination Action Plan links to Regeneration and the Environment.  Tourism is a key economic driver within the Vale of Glamorgan.

Policy Framework and Budget

14.      The matter is a matter for Executive decision.

Consultation (including Ward Member Consultation)

15.      None undertaken as this is a Vale wide matter.

Relevant Scrutiny Committee

16.      Economy and Environment.

Background Papers

The Draft Destination Management Action Plan.


Contact Officer

Rob Thomas, Director of Development Services - tel. 01446 704630


Officers Consulted

Legal (Committee Reports)


Operational Manager Countryside & Economic Projects

Operational Manager Planning & Transportation Policy

Director of Visible Services and Housing


Responsible Officer:

Rob Thomas, Director of Development Services