Cardiff
2009-2014
May 2009
Produced by Cardiff Council & Blue Sail
S:/MARKETING & VISITOR SERVICESS:\MARKETING & VISITOR SERVICES\NEW SHARED DRIVE M&VS\Tourism Strategy\Final Docs\Tourism Strategy Final - May 2009.doc1
CONTENTS
EXECUTIVE SUMMARY .......................................................................................3 1. THE PURPOSE OF THE TOURISM STRATEGY ..............................................5 2. SETTING THE SCENE ......................................................................................6 3. THE MARKET FOR CARDIFF AS A DESTINATION .......................................12 4. GUIDING PRINCIPLES ...................................................................................15 5. KEY EXPERIENCES .......................................................................................18 6. LOOKING AFTER THE VISITORS ..................................................................28 7. A SKILLED WORKFORCE ..............................................................................34 8. PARTNERSHIPS ......................................................................................... …36 9. RESEARCH, EVALUATION AND PERFORMANCE MEASUREMENT ...........39
Cardiff Council Tourism, Development & Visitor Services Team worked with tourism consultants Blue Sail to develop this Strategy. The Strategy therefore benefits from an independent analysis of the issues and particularly Blue Sail’s experience of working in other destinations, and their perceptions as visitors to Cardiff. The Strategy has also had contributions and comments from officers across a range of relevant Council services, plus input from the private sector tourism operators through one-to-one interviews with the consultants, and workshops to identify and discuss key issues. Cardiff Council would like to thank all those who have given their valuable time and experience in helping to develop this Strategy document. The Tourism Strategy should be read in
May 2009
Produced by Cardiff Council & Blue Sail
S:/MARKETING & VISITOR SERVICESS:\MARKETING & VISITOR SERVICES\NEW SHARED DRIVE M&VS\Tourism Strategy\Final Docs\Tourism Strategy Final - May 2009.doc1
CONTENTS
EXECUTIVE SUMMARY .......................................................................................3 1. THE PURPOSE OF THE TOURISM STRATEGY ..............................................5 2. SETTING THE SCENE ......................................................................................6 3. THE MARKET FOR CARDIFF AS A DESTINATION .......................................12 4. GUIDING PRINCIPLES ...................................................................................15 5. KEY EXPERIENCES .......................................................................................18 6. LOOKING AFTER THE VISITORS ..................................................................28 7. A SKILLED WORKFORCE ..............................................................................34 8. PARTNERSHIPS ......................................................................................... …36 9. RESEARCH, EVALUATION AND PERFORMANCE MEASUREMENT ...........39
Cardiff Council Tourism, Development & Visitor Services Team worked with tourism consultants Blue Sail to develop this Strategy. The Strategy therefore benefits from an independent analysis of the issues and particularly Blue Sail’s experience of working in other destinations, and their perceptions as visitors to Cardiff. The Strategy has also had contributions and comments from officers across a range of relevant Council services, plus input from the private sector tourism operators through one-to-one interviews with the consultants, and workshops to identify and discuss key issues. Cardiff Council would like to thank all those who have given their valuable time and experience in helping to develop this Strategy document. The Tourism Strategy should be read in