From the Western Mail ‘The Federation of Small Businesses (FSB) called for a fresh debate surrounding the future of the industry in the wake of the Ryder Cup, saying Wales has been ineffectively marketed as a destination. It said its tourism industry is “plagued by a lack of clarity as to which organisation is responsible for what”.
FSB Welsh policy chair, Janet Jones, said: “Key public sector players working in the tourism sector have been criticised over recent years for a lack of co-ordination between all relevant bodies, the ineffective use of available resources and duplication in too many areas.
“As a result, there has been a real failure on their part to be able to brand and market Wales effectively as a tourist destination. The disparate and small-scale nature of the industry is a problem in itself with respect to effective marketing. The presence of relatively few large operators means that the industry as a whole has a weak marketing profile and a reduced lobbying power.
“What is needed is greater clarification of who is responsible for what within the industry, improved lines of communication between all relevant bodies, and greater co-operation to cancel out current confusion and conflict in certain areas of the sector.”
According to the FSB, 8.95 million visitors from the UK stayed in Wales in 2009, spending £1.4bn. Wales attracted 955,000 international visitors spending £321m during the year. The most popular origins of overseas visitors are Ireland, France and Germany.
Janet Jones said: “It is now essential that small businesses operating in the Welsh tourism industry are well prepared to be able to make real gains from future growth.”
The FSB said a range of issues are affecting the small firms sector of the tourism industry, and that future challenges could either prove good for the industry if properly used, or damaging if not controlled.
Among such issues are the growing importance of cultural tourism; the need to address sustainable development; the necessity of developing improved marketing initiatives, and the increased call for branding Wales.
FSB spokesman Russell Lawson said: “We recognise that, if a high quality tourism industry is to be sustainable in Wales, and if it is to be compatible with the aspirations of the Welsh people, it is essential that cultural aspects are built upon.
“In a way that preserves the cultural identity of Wales, tourism – by offering alternative employment opportunities and generally contributing to the local economy – can have an important role in reducing the outward migration of young people and helping to maintain a balanced population.
Some strong words for WAG and in a slight change with Welsh political convention that involves ignoring of rubbishing any criticism of WAG, Deputy First Minister Ieuan Wyn Jones called for Wales’s tired image to be re-branded at a speech to the Wales in London dinner.
Lets see what happensAny source
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