Cardiff Destination Action Plan 2012-14 - Business Wales · Destination Management and the...

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Cardiff Destination Action Plan (DAP)

2012-2014

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INDEX Introduction …………………………………………………… 3 Destination Management …………………………………….. 3 Cardiff Tourism Strategy 2009-14: Progress to Date ……... 4 Roles and Partnerships ………………………………………. 5 Analysis of Cardiff as a Destination ..…………………… 6 The Destination Action Plan ………………………………….. 8 Appendix 1: Key Statistics ……………………………………. 21 Appendix 2: Attractions and Venues …………………………. 22 Appendix 3: Target Markets ………………………………….. 23 Appendix 4: Key to Cardiff Council Lead Services ………… 24 Appendix 5: Actions by Likely Impact ……………………….. 25

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Introduction In September 2009 Cardiff Council's Executive approved the Cardiff Tourism Strategy and Action Plan 2009-14. In drafting the Strategy, a cross-section of stakeholders and interested parties were interviewed, including Members, officers from several Service Areas, strategic partners including Visit Wales, Cardiff & Co and Capital Region Tourism and a range of local businesses, transport and attraction operators including the Cardiff Hoteliers’ Association, Wales Millennium Centre, and Millennium Stadium. They also participated in a workshop at which opportunities and priorities were identified. Many of the objectives identified for implementation by the Council were already in the Council's Corporate Plan, but were brought together in the Strategy as a means of highlighting their relevance to and impact on the city’s tourism economy, which in 2010 was worth nearly £852 million. This new Destination Action Plan updates the original Action Plan, drawing together current and planned activities that support the objectives of the Tourism Strategy. Overall the implementation of the Tourism Strategy and Destination Action Plan contributes directly to Cardiff Council's aim of establishing Cardiff as a world-class business and visitor destination and supports its aims of ensuring Cardiff has a thriving and prosperous economy and is a great place to live, work and play. Destination Management and the Destination Action Plan Destination management is defined by Visit Wales as “co-ordinating all the activities and services which impact on the visitor and their enjoyment of a destination”. These activities include services and amenities generally offered by local authorities, such as transport, signage and tourist information; accommodation, activities and attractions, usually offered by the trade; and activities, events and cultural experiences. The local authority is generally, though not always, the lead Destination Management Organisation (DMO) in any given area - and with its well established Tourism Development & Visitor Services team, Cardiff Council is considered the DMO for Cardiff - however the development and management of many of the individual elements that make a successful destination are also the responsibility of partner organisations. To help bring these various elements together and to enable all partners to work towards the same goals, in 2011 Visit Wales tasked local authorities with developing their own Destination Action Plan (DAP) to

• provide a summary of the current situation • describe how the destination should develop over a period of time • list projects to focus on • be used as supporting evidence in funding applications.

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Capital Region Tourism (CRT) are working with Local Authorities in the South East Wales Region to develop their DAP. It is anticipated that funding will be available for projects via Visit Wales's Tourism Investment Support Scheme (TISS), and activities that are highlighted in a DAP will be prioritised. As Cardiff already has a current Tourism Strategy and Action Plan it was agreed with CRT that this DAP would be an evolution of the Action Plan, taking into account recent developments and changing priorities. The timescale is 2011-14, in line with the Tourism Strategy, although some actions will continue beyond then. Funding, or part-funding, for some of the projects has already been identified however others cannot happen unless funding sources and/or other resources are secured. It should be noted that while the DAP is not a Marketing Plan, it does include a brief summary of destination marketing activities planned by Cardiff & Co. Cardiff Tourism Strategy 2009-14: Progress to Date Key achievements and developments since the approval of the Tourism Strategy, and which have had a direct impact on tourism include:

• Regional Destination Management System fully operational. Around £247k worth of accommodation bookings, nearly 6,400 bednights, made via the TIC and Visit Cardiff website between April 2010 and December 2011.

• Opening of St David’s Dewi Sant development in October 2009 • Several new hotels and other accommodation opened in the city, including the

Radisson Blu (2009, 215 rooms), Premier Inn City Centre (2010, 200 rooms), Travelodge Queen Street (2010, 97 rooms), Maldron (2011, 216 rooms)

• Refit of Cardiff Tourist Information Centre – reopened March 2010 • Opening of The Cardiff Story, April 2011 • Cardiff Bay Visitor Centre moved from The Tube to Wales Millennium Centre,

September 2010 • Completion of Cardiff International White Water, opened March 2010 • Completion of Pont y Werin and 10.2k circular Bay Trail, summer 2010 • Opening of Cardiff City Stadium summer 2009 • New pedestrian wayfinders installed in the city centre, 2009 • Enhancement of Bute Park through ongoing £5.6m Heritage Lottery Fund

project including Summerhouse Kiosk and restoration of heritage features including the Animal Wall

• Major sporting events hosted or supported include the First npower Ashes Test 2009 , Ryder Cup 2010 and Heineken Cup Final 2011

• Cardiff confirmed as a host city for 2012 Olympic football tournament, and Olympic and Paralympic training camps

• Cardiff designated a Sustainable Travel City • Cardiff is the first city in Wales to be awarded the status of "coach friendly" by

the Confederation of Passenger Transport • Development of BBC Studio complex at Roath Basin/Porth Teigr underway • St Mary Street redevelopment and public realm improvements in city centre

underway

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• Training of 8 linguist guides completed • Investment from Cardiff Council and the Welsh Assembly Government

allocated to establish a Central Business District. Roles and Partnerships Partnerships, internal and external, are key to the development and delivery of the DAP. Cardiff Council's Tourism Development & Visitor Services (TD&VS) team is part of the Venues & Tourism group within the Culture, Tourism & Events service. In turn, CTE is part of the Council's City Management Service Area, and one of the Service's aims is to establish Cardiff as a world-class business and visitor destination. TD&VS is responsible for developing and co-ordinating Cardiff’s Tourism Strategy, which provides a framework to co-ordinate tourism development and visitor management, and maximise the economic impact for Cardiff as a premier visitor destination. This includes:

• Management of the Tourist Information Centre and visitor call handling • Working with partners on the destination management of the city, including

development of the city’s tourism product and infrastructure • Management of the Destination Management System (DMS) • Co-ordinating tourism research, providing data, intelligence and analysis • Measuring and monitoring trends in the volume and value of tourism • Industry training and skills development • Working with internal and external partners to promote the city, including

performance monitoring of the city’s destination marketing contract with Cardiff & Co

• Cruise market development • Integrating tourism interests into key Council, regional and national policy and

strategy • Championing tourism within the Council, including providing tourism expertise

to other services TD&VS works with partners across the Council to achieve its aims. The team now sits within the same group as Venues, opening up further operational and development opportunities using the city's flagship civic venues, such as Cardiff Castle, City Hall and the Mansion House. A closer relationship with the Council-managed cultural venues and city centre management and events teams, all now within the Culture, Tourism & Events service, helps integrate wider activities. The team also works closely with officers in Economic Development, Planning, Highways, Major Projects, Cardiff Harbour Authority, Transportation, Parks and Sport Development as required.

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Beyond the Council, key partners include: • Cardiff & Co • Welsh Government - Visit Wales and Major Events Unit • Capital Region Tourism • Attractions, event organisers and activity providers – including National

Museum Wales, • Hoteliers and accommodation operators • Venues – including the Wales Millennium Centre, Millennium Stadium,

SWALEC Stadium etc • Retailers • Neighbouring local authorities' Tourism Officers • Transport operators • Training providers

Cardiff as a Destination: Analysis of strengths and opportunities A considerable amount of consumer research has been undertaken by the Tourism Development and Visitor Services team in recent years that has highlighted Cardiff's strengths and opportunities for development from the visitor's perspective. The analysis below reflects the key findings, along with feedback from partners and stakeholders, and identifies potential opportunities for development. The Destination Action Plan indicates how each of the actions supports the achieving of these opportunities.

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Strong in: Areas for Development: Product offer Quality of tourism assets – culture, heritage, accommodation, events, retail, sport – with portfolio constantly evolving Accessibility Easy access from UK road and rail networks Working port with capacity for small- to medium-sized cruise ships Improved coach parking facilities Reputation: Friendliness, welcome and atmosphere highly rated Two thirds say their visit was better than expected Perceived as safe City’s can-do attitude with a record for delivering Value for money generally

Product and information gaps Need for bespoke convention centre Increase range of attractions Increase visitor information in languages other than Welsh and English Perceptions and first impressions Improved visitor information and facilities, and enhancements to Central Square Transport links Cardiff would benefit from a wider range of international air links Further development of public transport links to the Airport Improved capacity and infrastructure for cruise ships Cross modal integrated ticketing would be helpful to visitors

Opportunities to: Threatened by: Address first and lasting impressions Strategic management of city centre, including licensing and night-time economy issues Development of transport hub with visitor services and facilities CBD development, inc Taff waterfront Extend and improve the offer Expand range of attractions and activities Build on strong cultural and heritage product Enhance services and profile of Caravan Park Develop markets Development of convention centre Develop Cardiff as a cruise destination Focus on travel trade Build on reputation and profile Attract and deliver major events Offer value for money Focus on quality of service, accessibility and sense of place Enhance welcome and orientation Enhance visitor information services Use of digital information media Improve visitor signage Develop transport links Improve cross-city public transport links Electrification of railways Development of and links to Cardiff Airport

Negative perceptions Publicity around nightlife/binge drinking Hotel prices on peak dates Economic climate Surplus of rooms on non-peak days Limited consumer and investor confidence Limited grant funding for Cardiff Cuts in public sector resources Increasing competition Increasing air links at Bristol Airport Competitor destinations are no longer just domestic

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Destination Action Plan The Destination Action Plan below has evolved from the one that was developed in 2009 to accompany Cardiff Council's Tourism Strategy 2009-14. The objectives are taken directly from the Strategy, and the updated actions reflect those in current business plans and strategies, and key issues arising from recent visitor research, as highlighted in the analysis above. It also reflects the vision outlined in the SE Wales Tourism Strategy of building on the region's strengths, specifically culture and heritage, outdoor activities, and as a location for events, meetings and conferences. The Regional Strategy also singles out Cardiff as one of the Region's "special places" and strengths in terms of visitor experience. Public and private sector partners were closely involved and consulted in the development of the original Strategy, and since then their feedback and input has been monitored via a number of routes, including regular meetings of the Culture, Tourism and Events Focus Group, the Cardiff Tourism Sector Board, Cardiff Tourism Network, meetings of the Cardiff Hoteliers' Association, networks such as the Waterfront Partners and personal contact. Their input has been captured in this plan. The following objectives, taken from the Tourism Strategy, are identified in the DAP:

• Develop Cardiff's reputation as an urban activity destination • Improve range of family-friendly attractions • Build on the known interest from visitors in Cardiff's heritage • Develop a regular, distinctive events programme to attract off-peak overnight

visits • Further develop the cruise and maritime market • Improvements to transport infrastructure and transport options for visitors • Develop welcome and information services for visitors • Progress development of an international conference and convention centre • Improve accessibility awareness among trade and information for the public • Develop digital information services through DMS • First impressions and facilities for visitors • Develop Cardiff as a sustainable and distinctive destination • Commission and undertake surveys to monitor trends, visitor feedback, and

identify gaps and opportunities • Promote and market Cardiff and the city region [Cardiff & Co]

It should be emphasised that all the actions identified in the DAP are achievable only subject to funding and other resources.

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The right hand column in the table gives an indication of the likely impact of each action on addressing the opportunities to develop Cardiff as a visitor destination. The key to the letters used is as follows: H = likely impact High P = likely impact Positive S = likely impact Supportive These are also summarised at Appendix 5. A key to the lead Council services can be seen at Appendix 4.

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Projects

Timescale Lead Support partners Sources of funding

Supports opportunities to: Impact

Develop Cardiff's reputation as an urban activity d estination Development of ISV and waterfront , including:

• double surf wave ride • ice arena • snow dome, including real snow play area hotels,

bars and restaurants • public realm enhancements, e.g. gateway public

art project • water taxi stop

2012+

Cardiff Council City Devel Cardiff Harbour Authority

Development Partners Welsh Government UK Sport

Development Partners Cardiff Harbour Authority Welsh Government UK Sport

Extend the offer All-weather, all-year offer Build on profile

H

Develop the cycle and walking network infrastructur e including:

• new routes – Enfys network • Wales Coastal Path

2012-13

Cardiff Council TS&P Infra

Welsh Government

Cardiff Council Welsh Government

Extend the offer

S

Upgrading facilities and promotion of Cardiff Carav an Park

2012-13 Cardiff Council P&S

Pedal Power Cardiff Council

Improve the offer Develop markets

P

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Projects



Enhance the range of family-friendly attractions an d experiences New family attractions e.g.

• Doctor Who experience • aquarium/animal attraction • tethered balloon ride • themed experience at Cardiff Castle

2011-14 and ongoing

Development partners/ Operators

Cardiff Harbour Authority Cardiff Council CTE Development partners/ Operators

Development partners Cardiff Council

Extend the offer

H

Continued development of the city centre as a top retail destination , including:

• expanded range of shops and other retail opportunities

• conservation and promotion of the historic arcades

• access to the city centre, e.g. coach parking, park and ride services

2011-14 and ongoing

Private Sector

Cardiff Council CTE NM

Private sector Development partners Cardiff Council

Build on product offer Increase in visitor numbers Increase in visitor income

P

Develop the vision of Cardiff as an internationally renowned city for contemporary art and design, including;

• creating Europe's largest gallery of contemporary art and design

• implementation of the Public Art Strategy, including public art trails.

2011- 14 Cardiff Council CTE

Welsh Government Cultural Partners and Venues

Cardiff Council Welsh Government Arts Organisations Private Sector Cultural Partners Trusts

Build on product offer Build on profile

S

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Projects



Build on the known interest from visitors in Cardif f's heritage Continued development and enhancement of Cardiff Castle, including:

• restoration and enhancement of entrance • new visitor experiences • improved disabled access • develop digital and online functionality • relocation of and increased accessibility to Castle

archives

2011- 14 and beyond

Cardiff Council CTE

Cardiff & Co Cardiff Council

Extend and improve the offer Increase in visitor numbers Increase in visitor income

H

Completion of Phase 2 of The Cardiff Story , including • design and build of exhibition • interactive and digital displays • digitised archives

2011 -14 Cardiff Council CTE

Cardiff Museum Development Trust

Cardiff Council Grants Donations

Extend the offer

P

Refresh Centenary Walk, including: • refurbish pavers • update and reprint guide • develop mobile guides, such as MP3 and apps

2012-13 Cardiff Council CTE

TBC Improve the offer S

Continued development of Bute Park , including: • extend and refurbish West Lodge as a tea room

and gift shop • public realm improvements – seats, bins and

signage • interpretation


Cardiff Council Heritage Lottery Fund

HLF Improve the offer

S

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Projects



Develop a regular, distinctive events programme

Develop and attract new events focusing on off-peak periods , e.g.:

• national St David's Day Festival • develop @Creative Cardiff festival

2011-14 and ongoing

Cardiff Council CTE

Welsh Government Private sector partners

Cardiff Council Welsh Government Sponsors Partners

Build on reputation and profile Increased off-peak visitor numbers and spend

P

Work with partners to attract and host internationa l sporting events and athletes to Cardiff, including

• European football finals • test cricket • paddle sports • multi-sport events e.g. Commonwealth Games • training camps

2011-14 and ongoing

Welsh Government/Major Events Unit CTE

Cardiff Council CTE

Welsh Government Cardiff Council Sporting bodies and venues

Build on reputation and profile Increased visitor numbers and spend

H

Encourage and support cultural and sporting venues and hotels to develop programmes, events, offers and package deals.

2011-14 and ongoing

Cardiff & Co Cultural Venues

Cardiff Council CTE

Cultural Venues Build on reputation and profile Increased visitor numbers and spend Offer value for money

P

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Projects



Further develop the cruise and maritime market On-shore support and services for calls

2011- 14 and ongoing

Cardiff Council CTE

ABP Cardiff Harbour Authority

Cardiff Council ABP CRT Cruise Wales

Develop markets Enhance welcome and orientation

P

Activity to promote Cardiff and SE Wales to cruise operators

2011- 14 and ongoing

Cardiff Council CTE

Cruise Wales partners

TBC Build on reputation and profile Develop markets

P

Support ABP to investigate solutions and funding fo r landing infrastructure outside barrage locks e.g. permanent structure or floating pontoons

2011- 14

ABP Cardiff Council CTE

ABP Cardiff Council Welsh Government Grant sources

Develop markets

P

Improvements to transport infrastructure and transp ort options for visitors Develop public transport services within the city , e.g.:

• extended Baycar route • develop plans for rapid transport service to ISV • park and ride services • investigate potential for integrated travel ticketing

2011-14 Cardiff Council City Devel NM

Welsh Government Welsh Government Cardiff Council

Develop transport links P

Support transport network operators in enhancing public transport links to Cardiff, e.g.:

• electrification of railways • increased scheduled air services to Cardiff

Airport • public transport links to and from Cardiff Airport

2011-14 Transport operators City Devel

Cardiff Council TS&P Cardiff Airport

Welsh Government Develop transport links Address competition

P

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Projects



Develop welcome and information services for visito rs Make best use of technology to deliver efficient an d cost-effective services at TICs , including:

• enhance online sales potential • increase EPOS capability • review retail offer and income–generating

opportunities


Cardiff Harbour Authority

Cardiff Council Harbour Authority CRT Income generation

Enhance welcome and orientation Build on reputation and profile Increased income

P

Assess tourist information services at the airport

2011-14 Cardiff Airport

CRT Local authorities Cardiff & Co Visit Wales

CRT Cardiff Airport Welsh Government

Enhance welcome and orientation Improve first and lasting impressions

S

Real time visitor information on city centre kiosks 2011-14 Cardiff Council CTE NM

t.b.c. Enhance welcome and orientation

P

Recruit and train volunteers as hosts for 2012 even ts and welcome camps, with the legacy of a pool of experienced, trained volunteers for future events.


CRT WCVA Universities Urdd C&Co

LOCOG Cardiff Council

Enhance welcome and orientation Build on reputation and profile

P

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Projects



Progress development of an international conference and convention centre Complete specification, design, appoint developers and start build of new convention centre to include:

• auditorium, exhibition, registration and break-out areas and offices

• dining and catering facilities • fully equipped with digital and IT facilities • fully accessible (for delegates, staff and goods)

2012-15 Cardiff Council City Devel CTE

Welsh Government Operators

Cardiff Council Welsh Government

Extend the offer Develop markets

H

Improve accessibility awareness among trade and inf ormation for the public Collate accessibility data from hotels and venues i n DMS to improve quality and quantity of information available


C&Co Visit Wales

Cardiff Council CRT

Build on reputation and profile

S

Assess disability awareness training needs of operators and businesses

2011-13 CRT Cardiff Council CTE Access Groups

Operators Build on reputation and profile

S

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Projects



Develop digital information services through DMS Secure long-term sustainability of the DMS as the regional data repository including:

• act as Data Masters for SE Wales • ensure records are complete and meet minimum

quality standards • liaison with Visit Wales, Southern Wales, CRT

and other external partners

2011-14 Cardiff Council CTE C & Co

CRT Visit Wales Local authorities Trade Private sector suppliers

Cardiff Council Cardiff & Co Grants


H

Develop new applications for DMS data , e.g. • RSS • kiosks • remote and mobile apps • online ticketing ability


Private sector suppliers Regional partners

Cardiff Council Cardiff & Co Grants


S

Increase use of DMS extranet/Frontdesk and ticket sales options by operators


Trade Regional partners

Operators

Develop markets Increase in visitor income

P

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Projects



First impressions and facilities

Enhance visual impact, visitor welcome and information provision at Central Square transport hub , e.g.:

• visitor information point • real-time visitor and travel information • improved waiting facilities • fully accessible facilities and information • wayfinding and orientation

2011-14 Cardiff Council City Devel CTE

Development partners

Cardiff Council Welsh Government Development partners

Improve first and lasting impressions Enhance welcome and orientation Improved accessibility

H

Public realm improvements in the city centre, Callaghan Square/CBD and Bay , e.g.:

• high quality furniture and paving • landscaping and public art • access for all • conveniences and amenities • wayfinding and orientation

2011- 14 Cardiff Council EMP Plan

Cardiff Council Improve first and lasting impressions Enhance welcome and orientation

S

Improve visitor signage, including: • ensure vehicle signage is appropriate and

effective • extension of pedestrian wayfinding scheme, to

include ongoing maintenance budget

2011-13 Cardiff Council CTE NM

Cardiff University TBC Enhance welcome and orientation Improved accessibility

P

Effective management and operation of the city centre including:

• management of anti-social behaviour • management of taxi ranks and services • cleansing • application of licensing conditions • facilitating disabled access

2011-12/13 Cardiff Council CTE

South Wales Police Taxi operators Retailers

Cardiff Council

Improve first and lasting impressions Build on reputation and profile Address negative perceptions

H

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Projects



Develop Cardiff as a sustainable and disctinctive d estination Work with businesses to adopt sustainable practices and to move towards Green Dragon / Green Tourism Business Awards accreditation

2011-14 Cardiff Council Sust CTE

Visit Wales CRT

CRT Operators

Build on reputation and profile Improved quality of service

S

Encourage and support operators to participate in World Host/Croeso programme, and other training and development opportunities.


Visit Wales CRT

Visit Wales CRT Operators

Build on reputation and profile Improved quality of service

S

Encourage and support operators to adopt a “sense of place” approach


Visit Wales CRT

Visit Wales CRT Operators

Build on reputation and profile

S

Commission and undertake surveys to monitor trends, visitor feedback, and identify gaps and opportunit ies Consumer research e.g.:

• Cardiff Visitor Survey • STEAM • Visitor Satisfaction Questionnaire • Perceptions of Cardiff and SE Wales among non-

visitors, including businesses and conference-buyers.

• Trade and business satisfaction surveys • Ad hoc studies on-demand • Monitor and collate wider intelligence and

benchmarking


Cardiff & Co Hoteliers Attractions CRT Visit Wales Universities

Cardiff Council C&Co Local partners

Develop markets Build on reputation and profile Monitor the economic climate and competition

P

Implement new methods of capturing visitor feedback including:

• online surveys • remote kiosks • omnibus research


Cardiff & Co Visit Wales

Cardiff Council Develop markets Build on reputation and profile Monitor the economic climate and competition

P

Monitor hotel bedstock and provision to assess supply, demand, occupancy and gaps.

2011-14 and ongoing

Cardiff Council CTE

Hoteliers Cardiff & Co

Cardiff Council Monitor the economic climate and competition

S

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Projects



Please note that the above activities are taken from Cardiff & Co's Strategy and Business Plan, 2011

Promote and market Cardiff and the city region PR activity, including media visits (to include cit y centre and Bay)

Further development of websites, social media and digital applications

Business tourism activity, including Ambassador events, familiarisation trips, buyer events, and conference support Travel trade activity, including B2B workshops, familiarisation trips and tour operator campaigns

Membership development and events, including recruitment in the wider-city region and broadening membership sectors.

2011-16 Cardiff & Co

Cardiff Council CTE Harbour Authority Hoteliers CTN members S Wales Marketing

Membership Cardiff Council Harbour Authority Hoteliers Commission Grants

Build on reputation and profile Develop markets

H

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APPENDIX 1

Key Statistics

Visitor Numbers (Data from 2010 STEAM survey) In 2010, Cardiff saw: • 16.647m day visitors (up 27% on 2009). • 18.306m day and staying visitors (up 25% on 2009) • 1.659m staying visitors (up 7% on 2009) spending 3.5m nights (up 4% on 2009) • Day visitors accounted for 91% of total visitor numbers • Since 1998, the total number of visitors to the city has increased by 98.2% 2010 was the first full year of trading at St David's Dewi Sant, which undoubtedly had a significant effect on visitor numbers, especially day visitors, however even without the "St David's effect" there would have been an increase in visitor numbers and revenue. Visitor Profile and Behaviour (Cardiff Visitor Survey 2010) In 2010:

• 32% of visitors to Cardiff were from Wales, 42% from England and 26% from overseas.

• Visitors from overseas were most likely to have come from mainland Europe and Ireland (47% of overseas visitors), USA/Canada (20%), the Far East and Australia/New Zealand (11% each).

• When asked what was the best part of their visit, the most frequently mentioned things were "attractions" (particularly Cardiff Castle and Cardiff Bay); "people and atmosphere"; and "shops and city layout)

• Perceptions of Cardiff were generally positive, with 95% agreeing they had been made to feel welcome, and 90% agreeing it is a vibrant and lively city

• 98% of visitors described their visit to Cardiff as either "enjoyable" or "very enjoyable".

• 99% of respondents said they could recommend a visit to Cardiff to someone else. • Over half (53%) of visitors reached Cardiff by private car, approximately a quarter

(24%) had travelled by train and 10% by public bus or coach. • Use of the internet to help plan a visit to Cardiff had jumped from 21% in 2009 to

40% in 2010. Bedstock (June 2011)

• Rooms in serviced accommodation – 4856 • Bedspaces in serviced accommodation – 10,010 • Bedspaces in non-serviced and self-catering accommodation – 4522 (including

campus and hostels) • Between 1998 and 2010 the number of rooms in serviced accommodation

increased by 59.5%

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APPENDIX 2

Attractions and Venues The table below lists Cardiff's most significant visitor attractions, and venues that bring in visitors for conferences, events, shows or concerts. Family Heritage Outdoors &

Activity Meetings & Conferences

Arts, Culture and Concerts

Cardiff Castle Cardiff Story National Museum Cardiff St Fagans: National History Museum Millennium Stadium Castell Coch Techniquest Cardiff International White Water Cardiff Bay and Barrage City Sightseeing

Cardiff Castle Cardiff Story National Museum Cardiff St Fagans: National History Museum Castell Coch Llandaff Cathedral Bute Park & Arboretum Butetown History & Arts

Cardiff International White Water Cardiff Bay and Barrage City Sightseeing Bute Park & Arboretum Roath Park Cardiff International Pool Ice Rink

Cardiff Castle City Hall St David's Hall Wales Millennium Centre National Museum Cardiff Millennium Stadium Motorpoint Arena Norwegian Church

Wales Millennium Centre National Museum Cardiff St David's Hall New Theatre Motorpoint Arena Norwegian Church Craft in the Bay Millennium Stadium

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APPENDIX 3

Target markets Cardiff & Co's key tourism target markets are: Leisure:

• Families from Southern England looking for multi-destination short breaks • Event goers / supporters • Young people from throughout the UK, plus Netherlands, Germany, Spain, France

and Italy • Tour operators assembling packages • Destinations connected to Cardiff or Bristol via air routes

Business and major events:

• UK based associations, unions and public sector • UK and internationally based academic conference organisers • Meetings, Incentives, Conferences and Exhibition travel organisers • Major event owners worldwide

(Source: Cardiff & Co Strategic Business Plan 2011-14)

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APPENDIX 4 Key to Cardiff Council Lead Services Develop Cardiff's reputation as an urban activity destination

City Devel – City Development TS&P - Transport Strategy & Projects Infra – Infrastructure P&S – Parks & Sport

Enhance the range of family-friendly attractions and experiences

CTE – Culture Tourism & Events NM – Network Management

Build on the known interest from visitors in Cardiff's heritage

CTE – Culture Tourism & Events P&S – Parks & Sport

Develop a regular, distinctive events programme

CTE – Culture Tourism & Events

Further develop the cruise and maritime market


Improvements to transport infrastructure and transport options for visitors

NM – Network Management City Devel – City Development TS&P - Transport Strategy & Projects

Develop welcome and information services for visitors

CTE – Culture Tourism & Events NM – Network Management P&S – Parks & Sport

Progress development of an international conference and convention centre

City Devel – City Development CTE – Culture Tourism & Events

Improve accessibility awareness among trade and information for the public


Develop digital information services through DMS


First impressions and facilities

City Devel – City Development Plan – Planning CTE – Culture Tourism & Events NM – Network Management

Develop Cardiff as a sustainable and distinctive destination

Sust – Sustainability CTE – Culture Tourism & Events

Commission and undertake surveys to monitor trends, visitor feedback, and identify gaps and opportunities


Promote and market Cardiff and the city region


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APPENDIX 5 Summary of actions by likely impact

HIGH POSITIVE SUPPORTIVE Development of ISV and waterfront

Upgrading facilities and promotion of Cardiff Caravan Park

Develop cycle and walking network infrastructure

New family attractions Continued development of the city centre as a top retail destination

Develop the vision of Cardiff as an internationally renowned city for contemporary art and design

Continued development and enhancement of Cardiff Castle

Completion of Phase 2 of The Cardiff Story

Refresh Centenary Walk

Work with partners to attract and host international sporting events and athletes to Cardiff

Develop and attract new events focusing on off-peak periods

Continued development of Bute Park

Complete specification, design, appoint developers and start build of new convention centre

Encourage and support cultural and sporting venues and hotels to develop programmes, events, offers and package deals

Assess tourist information services at the airport

Secure long-term sustainability of the DMS as the regional data repository

On-shore support and services for calls

Collate accessibility data from hotels and venues

Enhance visual impact, visitor welcome and information provision at Central Square transport hub

Activity to promote Cardiff and SE Wales to cruise operators

Assess disability awareness training needs of operators and businesses

Effective management and operation of the city centre

Support ABP to investigate solutions and funding for landing infrastructure outside barrage locks

Develop new applications for DMS data

Promote and market Cardiff and the city region

Develop public transport services within the city

Public realm improvements in the city centre, Callaghan Square/CBD and Bay

Support transport network operators in enhancing public transport links to Cardiff

Work with businesses to adopt sustainable practices

Make best use of technology to deliver efficient and cost-effective services at TICs

Encourage and support operators to participate in World Host/Croeso programme, and other training and development opportunities.

Real time visitor information on city centre kiosks

Encourage and support operators to adopt a “sense of place” approach

Recruit and train volunteers as hosts for 2012 events and welcome camps

Monitor hotel bedstock and provision

Increase use of DMS extranet/Frontdesk and ticket sales options by operators

Improve visitor signage Consumer research Implement new methods of

capturing visitor feedback

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