Cultural Tourism in Wales - Essay Example

?Tourism in Wales Wales-Background Information Location: - Wales is one of the four countries in the United Kingdom and is a part of the island of Great Britain. The country shares its east border with England whereas it is border by the Atlantic Ocean and Irish Sea to its west. Population profile: - In 2011, Wales’ population was estimated to be 3,064,000. The country has a total area of 20,799 km2 (Wales, United Kingdom Travel Guide). Employment: - the employment rate for working-age people was 67% in Wales according to a 2011 report whereas the UK as a whole maintained a rate of 70.7 (Key Economic Statistics – September 2010). According to the BBC report dated 14 Nov 2012, Wales had an employment rate of 8.2% in November 2012 whereas the rate was 7.8% in the case of the whole UK for the same period. Deprivation index: - while analyzing the Wales’ deprivation index 2012, it seems that the country has satisfactory living conditions. Wales as a Tourist Destination According to BBC report dated Sep19, 2012, Wales is a rapidly emerging tourist destination in the United Kingdom with an annual industry turnover of ?3.5 billion. Statistical reports indicate that 8,078,900 people visited National Trust and Welsh Tourist Board destinations in 2002 (Wales Information, n.d.). Tourism industry plays a key role in boosting the economic growth of the Wales. To illustrate, in 2005 the tourism industry supported the economy of Wales by providing more than 100,000 service sector jobs which accounted for the country’s 8% of the workforce (ibid). The major tourist activities in Wales are mountain hiking; visiting historic places, museums, and galleries; and shopping. Another report indicates that foreign tourists made over 1.1 million trips to Wales in 2006 (Countryside Council for Wales). Mainly, overseas tourists to Wales are from Republic of Ireland, Germany, and the United States. According to statistical information, tourism-related employment in Wales increased from 59,000 in 2000 to 78,000 in 2007 (Cultural tourism, 2012). Cardiff, the capital of the Wales, is the most popular tourist destination in the country. As Alford (2010) reports, the Cardiff tourism sector provides over 26,300 jobs and it had 14.6 million visitors in 2009. In 2004, the three cities, in term of tourists spent the most money, were Cardiff, Conwy, and Gwynedd. Wales offers improved accommodation and leisure amenities to visitors. Successes and Weaknesses While analyzing Wales’ tourism sector, it is clear that the country’s history and distinctive culture, natural environment, and attractive scenery and heritage significantly contribute to its success. The Museum of Welsh Life is the most popular tourist attraction in the country, attracting more than 600,000 tourists annually (Wales vacation packages). In addition, many castles like Caernarfon Castle and Caerphilly Castle attract visitors having historical interests. The varied landscape is another major tourist attraction in Wales. The country has three national parks including the Snowdonia National Park, the Pembrokeshire Coast National Park, and the Brecon Beacons National Park. Wales is prominent for its extreme sports activities like downhill cycling, surfing, and hang gliding. The Wales Rally GB is organized in the country annually. It has been estimated that nearly 1.8 million US citizens have Welsh ancestral roots (webarchieve.com). Hence, genealogy is major reason why many US citizens visit Wales each year. Well developed infrastructure is another reason making Wales one of the world’s popular tourist destinations. The country has also developed improved road, rail, and air travel facilities, which are crucial to the success of the tourism industry. Wales’ proximity to all other UK markets contributes to the success of the Wales tourism industry. The country can offer a wide range of leisure activities including walking, mountaineering, and fishing (Sports and leisure activities in Wales). Wales Tourist Board (WTB) is a well established and financially sound entity. It provides necessary financial support for the promotion of the region’s tourist sector. The major weakness affecting Wales’ tourism industry is that the country does not have a strong national icon, and hence it is not easily recognized in overseas markets. As compared to other regions of UK, Wales has limited resources to promote its unique image in domestic and foreign markets. Wales’s tourism sector is affected by unpredictable weather changes. As a result, the country cannot guarantee sunlight even during the summer which is the peak season for tourism in Wales. Hence, people seek for some other cheap overseas destinations that can guarantee sunlight. The outbreak of foot and mouth disease has persuaded many visitors to keep themselves away from Wales. Opportunities and Constraints The high prevalence of diseases like obesity, cholesterol, heart stroke have persuaded people to spend more time in leisure activities like walking, mountaineering, cycling. Tough work schedules and stressful modern jobs have also added to the scope of tourism industry. Reports indicate that more and more people seeking new ways of self-relaxation for making lifestyle healthier. Wales hosted the 1999 Rugby World Cup successfully and hence many people believe that the country has the potential to develop its own sports tourism market. Statistical predictions indicate that Wales can gain a notable share of UK tourist market. Fast advancements in technology such as high-speed internet connection would benefit tourists to book trips and leisure facilities online. Emerging economies like China, India, and Brazil have been developing improved and cheap tourist destinations that are more likely to attract visitors from low level socio-economic groups. Price is becoming a paramount in the modern life. As a result, modern customers are less loyal even though they are more demanding. Visitors may be attracted towards destinations that offer more leisure facilities at cheaper costs. Cardiff and Gwynedd Cardiff (capital of Wales) is the largest city in Wales and it has an international status. The regenerated Cardiff Bay area is one of the major attractions of this city (Slideshare). The Cardiff International Airport provides domestic and international flights. There are some budget airlines or low-cost airlines from Cardiff to Europe, North America, and Africa. This facility attracts visitors from lower socio-economic groups. Cardiff has three major art performing places such as Wales Millennium Centre, New Theatre, and St. David’s Hall (Visit Cardiff). Cardiff Castle, SWALEC Stadium, National Museum Cardiff Castell Coch, Techniquest, Museum of Welsh Life, Cardiff International Pool, Llandaff Cathedral, Pierhead Building, Senedd, and the Cardiff International White Water are other major tourist attractions in the city (Sage of travel). According to a research undertaken by the Cardiff Council, visitors spent nearly ?456 million to the Cardiff economy (NewsWales). Gwynedd is another major tourist destination in Wales. The major tourist attractions in Gwynedd include Ffestiniog & Welsh Highland Railways, GreenWood Forest Park, Caernarfon Castle, Talyllyn Railway Company, Penrhyn Castle, Portmeirion Village, Bangor Pier, Dinas Dinlle, Bangor Cathredal, and Welsh Highland Heritage Railway (Things to do in Gwynedd). “Majestic mountains, tranquil valleys, cascading rivers, magical forests, and fairytale castles” are some other major tourist attractions of the city; and the city has some beautiful coastal resorts too (Gwynedd). As mentioned already, a considerable portion of Wales’ tourism revenues come from the Gwynedd. Wales’ Tourism Management Rural tourism notably contributes to the economy of the rural Wales. In the context of rural tourism, Wales’ rich biodiversity and natural environment, together with a strong culture and heritage, attract a large number of visitors. Wales has framed a comprehensive plan for the overall development of its tourism industry by 2010. The plan specifically focuses on growth and making partnerships. The Welsh government believes that combined efforts of local and national public sector bodies, private sector, and other stakeholder organizations are necessary to achieve its 2020 goals. This strategic plan is likely to generate a large number of new employment opportunities in the country. This framework particularly emphasizes product development, promotion, people, profitable performance, and place building (Tourism 2020). Considering the growing concerns over environmental safety and other issues, the Welsh government greatly promotes the concept of sustainable tourism, which addresses social, cultural, economic, and environmental aspects. In order to make the tourism operations sustainable, the government pays particular attention to long term needs of communities, visitors, and the environment. The new strategic approach gives importance to competitiveness and economic performance of the Welsh tourism. It also strives to improve the recognition of the Welsh tourism sector. The Welsh government suggests that a customer-focused approach and effective partnership working would improve competitiveness of its tourism industry. Currently, coastal tourism and sustainable tourism are two key projects undertaken by the Welsh tourism department. The Welsh government also promotes activity tourism in order to support rural regions and to extend the tourism season. Cultural tourism is another major initiative taken by the government. “The cultural tourism action plan sets out actions to deliver an authentic visitor experience that is distinct to Wales” (Cultural tourism, 2012). The government believes that this action plan will promote the distinct culture and heritage of Wales. It has conducted a number of accommodation supply and demand studies to ensure the supply of adequate hotel accommodation facilities in the region in future. The study was also helpful to identify the potential areas of improvement in the currently provided accommodation facilities. References Alford, A. (2010) ‘Report highlights booming tourist trade in Cardiff’. Walesonline, Oct 27. [online] available at http://www.walesonline.co.uk/cardiffonline/cardiff-news/2010/10/27/report-highlights-booming-tourist-trade-in-cardiff-91466-27548342/ [accessed 8 March 2013]. BBC. News Wales. (2012 Nov 14). [online] available at http://www.bbc.co.uk/news/uk-wales-20323451 [accessed 8 March 2013]. BBC. News Wales. (2012 Sep 19). [online] available at http://www.bbc.co.uk/news/uk-wales-11351080 [accessed 8 March 2013]. Cultural Tourism. (2012). Welsh government, Oct 4. [online] available at http://new.wales.gov.uk/topics/tourism/developmentl1/culturaltourism/?lang=en [accessed 8 March 2013]. Countryside Council for Wales. (2010) ‘Inquiry into Rural Tourism in Wales. Rural Development Sub-Committee of the National Assembly for Wales. The response of the Countryside Council for Wales’. [Online] available at http://www.assemblywales.org/rdc_3_-15-10_paper_3_ccw.pdf [accessed 8 March 2013]. Gwynedd. [Online] available at http://www.gwynedd.com/ [accessed 8 March 2013]. Key Economic Statistics – September 2010. Statistical Bulletin. [Online] available at http://wales.gov.uk/docs/statistics/2010/100917sb772010en.pdf [accessed 8 March 2013]. NewsWales. (2005). Cardiff visitors spent A?456 million. Sep 8. [online] available at http://www.newswales.co.uk/index.cfm?section=Tourism&F=1&id=7860 [accessed 8 March 2013]. Sports And Leisure Activities In Wales. [Online] available at http://www.lovetoescape.com/cdps/holiday_attractions/wales/all_regions/all_tourist_regions/all_towns/sports_and_leisure_activities.html [accessed 8 March 2013]. Slideshare. Changes in the urban development of the Cardiff Bay. [Online] available at http://www.slideshare.net/msrichards/how-the-cardiff-bay-has-changed [accessed 8 March 2013]. 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