321 responses to the online consultation for RCT Tourism Strategy will be adopted by the Council
Following agreement by Cabinet, the Council will now adopt the proposed RCT Tourism Strategy to promote the County Borough to visitors – after the strategy was updated using feedback from a consultation earlier this year.
At the Cabinet meeting on Thursday, September 23, Members considered an Officer report which outlined feedback from the consultation exercise and presented the updated version of the strategy. The strategy commits to a number of set priorities which will be delivered over the coming years.
The summary of the feedback is as follows:
321 responses to the online consultation were received. out of a population of RCT 241,264
55% of respondents said they were responding as a resident of RCT, whilst 40% said they were responding as a visitor.
Thursday’s Cabinet report outlined the growth of the tourism sector over recent years, before the onset of the pandemic. In 2019, Rhondda Cynon Taf had 1.5 million-day visitors and more than 500,000 overnight visitors. The sector contributed £179m to the local economy, while more than 2,000 Full Time Equivalent jobs were supported by tourism in the County Borough.
The RCT Tourism Strategy targets five areas to maximise the local landscape and heritage – Product and Attractions; Accommodation; Accessibility, Infrastructure and Connectivity; Skills and Employment and Experience.
It intends to promote the County Borough as a tourist destination, encouraging visitors to communities and attractions such as Zip World Tower, Photograph of Royal Mint Experience, National Lido of Wales, A Welsh Coal Mining Experience at Rhondda Heritage Park, and Dare Valley Country Park. A full version of the updated strategy is available to view as an Appendix to the Cabinet report.
The report also outlines some key findings from the five-week consultation, held from May 17, 2021. It asked residents, business owners and visitors for their thoughts on the draft strategy. A total of 321 responses were received, with 55% of respondents identifying as being Rhondda Cynon Taf residents.
In total, 87% of respondents said they agreed with the vision of the strategy and, in comments invited to be submitted as part of the process, talked about the County Borough having areas of natural beauty with lots of potential which need to be promoted. A total of 90% of respondents agreed that the local culture, heritage and landscape are our key strengths in the tourism offer – while more than 89% agreed with the aims of the strategy’s five key themes.
Some additional underlying themes were also referenced – including adding motorhomes to the Accommodation theme, and the importance of marketing and promotion. These considerations are now added to the updated strategy, along with other factors which needed to be included due to developments since the strategy was drafted – for example, the opening of Zip World Tower.
The draft strategy was discussed by the Finance and Performance Scrutiny Committee in July 2021, and Members agreed for it to be reported to Cabinet for final approval. Having considered the report and consultation feedback on Thursday, Cabinet Members agreed to approve the RCT Tourism Strategy.
The summary of the feedback is as follows:
321 responses to the online consultation were received.
55% of respondents said they were responding as a resident of RCT, whilst 40% said they were responding as a visitor.
87% of respondents said they either ‘Strongly Agree’ or ‘Agree’ with the vision for the RCT Tourism Strategy.
Respondents were asked to provide comments for their answer whether they agreed with the vision. The overarching, main comments talked about RCT having many areas of natural beauty, that as a destination RCT has lots of potential and that we need to build upon and promote our experiences and attractions.
90% of respondents said they either ‘Strongly Agree’ or ‘Agree’ with the statement that RCT’s ‘landscape’, ‘culture’ and ‘heritage’ are our key strengths when looking to develop and drive forward a tourism offer.
Respondents were asked to provide further comments on their chosen answer to the above question. Of the comments provided, the main themes showed an overall agreement with the statement with praise being given in particular to the landscape and outdoor spaces on offer within RCT.
Respondents were directed to the 5 key themes that are identified within the draft Strategy as priority areas to focus upon, Products and Attractions, Accommodation, Accessibility, Infrastructure and Connectivity, Skills and Employment, Experience. Respondents were asked if they felt there were any other themes they felt should be considered. Of the responses received to this question, the common themes that were identified were “Advertisement / Promotion”, “Environmental/Sustainability Considerations”, however it worth noting these elements are referenced within the draft Strategy but not as dedicated priority area.
Respondents were given details of the objectives for each of the themes identified and asked whether they agree with these. The results show that the majority of respondents (Over 89%) agreed with each of the aims outlined.
Councillor Robert Bevan, Rhondda Cynon Taf Council’s Cabinet Member for Enterprise, Development and Housing, said: “I’m pleased that the RCT Tourism Strategy has now been approved, and will be formally adopted to underpin the Council’s tourism priorities and efforts. Tourism will be one of our key growth industries as the pandemic continues, with people staying local and enjoying holidays locally where perhaps they have not done previously.
“The future is bright for tourism in Rhondda Cynon Taf, and I think staying local has allowed us all to appreciate what we have on our doorstep. We’ve seen the popular Zip World Tower open recently, coupled with our investment in Dare Valley Country Park and Ynysangharad War Memorial Park. It’s clear that tourism based on our landscape and heritage has enormous potential.
“The feedback received in the consultation was also very positive, with participants agreeing with the overall targets of the strategy and the five key themes presented. In consideration of this, Cabinet Members agreed with Officer recommendations for the Council to formally adopt the strategy.”
