Satisfaction with Swansea as a tourist destination at record high

TOURISM in Swansea is starting to cash in on a unique joint effort by the Council and local businesses to boost the area as a major tourist destination.

Visitor satisfaction is at a record 97% and occupancy rates are at their highest in a decade, well above the Wales average. On top of that 4.3m visitors came to Swansea Bay which has helped secure more than 5,600 jobs and generate more than £360m for the local economy.

These record figures are, in part, due to collaboration between Swansea Council and local tourism businesses to boost the local industry through a Destination Management Plan (DMP).

The collaboration has seen the Council working together with local businesses to improve the appeal of our four Blue Flag Beaches as well as extra effort going into innovative marketing campaigns for Swansea Bay, both online and utilising major UK national newspapers and magazines.

Robert Francis-Davies, Cabinet Member for Enterprise, Development and Regeneration, said that at the heart of the Swansea Bay success story is its world-class attractions like Rhossili and the warmth of the local welcome.

But he added that local tourism organisations and businesses working in partnership with the Council to deliver the DMP ensures that the local economy is making the most of what we have to offer.

He said: “We are half-way through delivering the DMP which was put together following extensive research among tourists, day visitors as well as local tourism and other businesses.

“That research revealed that the big things like our brilliant beaches and cultural heritage are what people come from all over the world to enjoy. But what encourages people to return and recommend us to their friends is high-quality service alongside the little things like sign-posting, cleaner streets and even user-friendly car parking machines.”

Tony McGetrick, chair of Tourism Swansea Bay, said that a collaborative approach with the Council through the DMP was yielding benefits to local tourist businesses.

He said: “From our point of view what it shows is that, despite the financial challenges the Council faces, it is continuing to support an industry that is vital to local jobs and the local economy.

“The DMP also demonstrates how we as tourism businesses are playing our part in developing the overall appeal, encouraging us to invest in improving and growing so that people come back time and again.”

To find out more about the DMP go to www.swansea.gov.uk/dmp