pembrokeshire tourism response to consultation document

8/6/2019 Pembrokeshire Tourism Response to Consultation Document

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Questions

Your name: Alison Belton

Organisation (if applicable): Pembrokeshire Tourism

Email / telephone number: 01646 622228

Your address: 55 Main Street, Pembroke, Pembs. SA71 4DP

Additional information:Pembrokeshire Tourism is a the largest tourism trade association in SouthWest Wales representing over 550 tourism operators within the County. Theattached Appendix 1 outlines survey responses from the recently circulatedconsultation.

Pembrokeshire Tourism would be happy to meet to discuss any of thesecomments in future.

Alison Belton, Chief Executive sits on the Tourism Advisory Panel

Question 1: If you own/manage a tourist attraction do you currently havetourism signing?

Please tick Yes No

Please see attached reponse in appendix 1.

Question 2: What other functions do you consider tourist signs shouldperform?


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y Potentially raise brand awareness of Wales/regional/sub regionalareas i.e. National Parks/World Heritage Centres etc

y Clearly there is a strong road safety role to play, further indicators ontourist signage to the actual destination in terms of distance etc wouldenhance the value

y Whilst not a primary purpose within the current system, there is

nevertheless a strong role for such signage to play in terms of alert ingvisitors to the range of attractions/activities within a destination,through a clear structured policy.

y Signage could also be used to create an expectation of the destinationand what visitors could expect in a simple, accurate and instant waye.g. the French model. Sense of place promoting the feel of adestination, an opportunity to enhance the journey.

y Could play a stronger role in traffic management in both built up andrural areas to assist in reducing traffic congestion and enhancingpedestrian safety at the same time.

y Correct signage can play a role in advising unsuspecting visitors of

what areas/attractions/culture/heritage exists within an area whichotherwise they might just drive through. Such approaches could alsoplay a role in enhancing future visits. In progressing this enhancedrole, it means that not just larger tourist attractions who sit within thefootfall policy would be signposted and gives and overall feel of adestination.


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Question 3: Do you feel tourist signing provides value for money as a way ofcommunicating with visitors when compared to other methods?

Please tick Yes No

Please see Appendix 1 - 62.9% indicated YES33.3% indicated NO

Additional comments:

y A well developed signposting strategy can help reduce driverfrustration when trying to locate attractions etc in rural areas.

y The cost of the signage is often very expensive for small businesses toeven contemplate but this comment would be more aligned to an LApolicy.

y Seasonal signposting is an issue, as often attractions can be closedout of season, therefore causing visitor frustration. A method of

dealing with this needs to be sought.y This is also an issue on singular signposting advertisi ng multiple

venues, as one may be closed during the winter periods whilst otherbusinesses remain open, therefore causing confusion.

Question 4: What other methods do you use to communicate with visitors?

The tourism industry use a range of marketing/communication strategies inorder to meet individual target audiences they would range from :

On line own websites, third party websites, social media - facebook, twitter,linked in, flipkey, effective SEO, blogs, forums etc, google places

Off line printed medium brochures, flyers, postcards, leaflets, postcards,visitor newspapers e.g. Coast to Coast etc, working with TICs

TV advertising

PR strategies press, familiarisation visits

Question 5: Do you think there should be a policy for the erection of touristsigns on the trunk road network different to current guidance and which isspecific to Wales?

Please tick Yes No


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Question 6: Do you feel that a new policy should specify lower levels of

visitor numbers than current guidance that would, subject to road safety,enable more tourist attractions to qualify for c onsideration of tourism signing?

Please tick Yes No


y Current legislative frameworks causes a catch 22 situation withinadequate signage many businesses couldnt hope to attract thefootfall required for the brown sign installations.

y Non commercial attractions such as heritage sites, do feel that thefootfall levels are currently too high

y The issue of footfall needs to be explored fully undoubtedly some

consideration should be given to scale and size of any operation.


Question 7: In addition to the above do you consider that sections of trunkroad most affected by peak tourist traffic (as shown on the map in theAppendix) should have more lenient criteria than the remainder of the trunkroad network?

Please tick Yes No

Please see Appendix 1 - 59.2% indicated YES33.3% indicated NO7.4% NO RESPONSE

Question 8: Should an attraction be required to register with an appropriatequality assurance scheme such as VAQAS or hold membership of anotherappropriate body e.g. National Trust, CADW or CyMAL to qualify forconsideration of tourist signing?

Please tick Yes No

Please see Appendix 1 - 62.9% indicated YES29.6% indicated NO7.4% NO RESPONSE


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y Quality assurance grading via Visit Wales also now includes listed, sothis needs to be further discussed.

Question 9: What other quality assurance scheme(s) would you considerappropriate?

y Pembrokeshire Tourism would suggest that a criteria should bemembership of a tourism trade body thus ensuring that the businessis keeping abreast of legislative requirements, skills development,quality, customer service thresholds, use of local foods and produceand best practice generally

y AA

y Michelin star restaurant

Question 10: Do you consider that the new policy should contain measuresto control sign clutter to maintain road safety and the picturesque nature ofWales?

Please tick Yes No


7.4% other3.7% no response


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Question 11: Do you feel the existing policy meets the needs of tourist attractionswhen considering:

Ease of use/understanding

Please tick Yes No

Please see Appendix 1 - 29.6% indicated YES55.5% indicated NO14.8% No response

Transparency of application process

Please tick Yes No

Please see Appendix 1 - 18.5% indicated YES62.9% indicated NO18.5% no response

If you have any related issues, which we have not specifically addressed,

please use this space to report them:

Some additional issues raised by the trade survey respondents are:

y Where there are multi route options to a business, trade find it difficultto fund all of the required signage, opting for the one route responsewhich clearly is often insufficient for highway safety. PembrokeshireTourism would ask for consideration towards a one f ee approach forall relevant major routes.

y Pembrokeshire Tourism would ask that transparent policy makingstructures from Welsh Government level translating to Local Authoritylevel of synergised. It is currently possible to have 22 LA producingdiffering guidance on signage on non-trunk roads. Stronger liaisonand discussion between the Trunk Road agency and local authority.

y Many of the issues raised within this consultation process are theresponsibility of the LA and not the TRA.


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pembrokeshire tourism response to consultation document

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