A REGIONAL SKILLS STRATEGY TO MEET EMPLOYER NEEDS

STRATEGAETH SGILIAU RHANBARTHOL I GWRDD A ANGHENION CYFLOGWYR

DEWI DAVIES

REGIONAL STRATEGY DIRECTORTOURISM PARTNERSHIP NORTH WALES

CYFARWYDDWR STRATEGAETH RHANBARTHOLPARTNERIAETH TWRISTIAETH GOGLEDD CYMRU

THE IMPORTANCE OF THE VISITOR ECONOMY

PWYSIGRWYDD O'R ECONOMI YMWELWYR

£2.1bn pa for the North Wales economy.

Supports 40,00 jobs.

A third of Wales’ tourism.

Attracts 8m staying visitors and 17m day trips pa.

Majority of the visitors are from the UK and holiday tourism predominates.

North West - 75% of staying visits and 60% of day visits.

North East - 25% of staying visits and 40% of day visits.

£2.1 biliwn pa ar gyfer economi Gogledd Cymru.

Yn cynnal 40,400 o swyddi.

Yn cynrychioli traean o dwristiaeth Cymru.

Mae’n denu 8m o ymwelwyr aros a 17 miliwn taith diwrnod pa.

Mwyafrif o ymwelwyr o'r DU, ac mae twristiaeth wyliau yn rhagori.

Gogledd Orllewin - 75% o ymweliadau aros a 60% o ymweliadau dydd.

Gogledd Ddwyrain - 25% o ymweliadau aros a 40% o ymweliadau dydd.

 

EXPENDITURE

SERVICED NON-SERVICED

SFR DAY VISITORS

£2117M

£371M

£1080M

£77M

£589M

DESTINATION NORTH WALESCYRCHFAN GOGLEDD CYMRU

JOBSFTE

DIRECT INDIRECT

40,400 32,246 8,154

DESTINATION NORTH WALESCYRCHFAN GOGLEDD CYMRU

CHALLENGES FOR THE FUTUREHERIAU AR GYFER Y DYFODOL

Current economic crisis. Favours domestic tourism but adverse impacts on investment and spend.

Increasing competition from other destinations both at home and abroad.

Changing tastes and market demand. Provide the products and experiences people want then.

The impact of new technology affecting how people plan and organise their leisure time.

Climate change and the need to embrace sustainability.

Increasing real transport costs might encourage people to stay closer to home.

Argyfwng economaidd presennol. Ffafriol ar dwristiaeth ddomestig, anffafriol ar fuddsoddiad.

Cystadleuaeth gynyddol gan gyrchfannau eraill, yn y DU a thramor.

Blasau a galw marchnad cyfnewidiol. Darparu nwyddau a'r profiadau mae pobl am eu cael.

Effaith technoleg newydd ar y ffordd y mae pobl yn cynllunio a threfnu eu hamser hamdden.

Newid hinsawdd a'r angen i gofleidio cynaladwyedd.

Bydd costau trafnidiaeth yn uwch ac yn annog pobl i aros yn agosach at gartref.

TOURISM STRATEGY NORTH WALES 2010-2015STRATEGAETH TWRISTIAETH GOGLEDD CYMRU VISION GWELEDIGAETH

One of the top 5 tourism destinations in the UK, internationally known for its natural beauty, dramatic scenery, heritage and distinctive culture.

A place you can boast about visiting, easy to get to but rewardingly different. A centre of excellence for adventure sports and the market leader for activity tourism of all sorts. Plenty going on at all times of the year, whatever the weather, with a lively, living culture and thriving arts scene. A place that is often talked about and features in the media for the quality of its food, hospitality and interesting places to stay. A region that is proud of its heritage and culture, cares for its natural assets and welcomes visitors.

Un o 5 prif cyrchfan twristiaeth y DU, yn adnabyddus yn rhyngwladol am ei harddwch naturiol, ei thirlun dramatig, ei threftadaeth a'i diwylliant nodedig.

Man y gallwch frolio am fod wedi ei ymweld, sy'n hawdd ei gyrraedd ond sy'n bleserus wahanol. Canolfan ardderchowgrwydd ar gyfer chwaraeon antur a'r arweinydd marchnad ar gyfer twristiaeth weithgaredd o bob math. Digonedd yn cymryd lle pob adeg o'r flwyddyn, waeth bynnag y tywydd, gyda diwylliant byw a bywiog a sin celfyddydol sy'n ffynnu. Man y siaradir amdano yn aml ac sy'n cael ei grybwyll yn y cyfryngau am safon ei fwyd, letygarwch a mannau diddorol i aros dros nos. Rhanbarth sy'n falch o'i threftadaeth a'i diwylliant, sy'n gofalu am ei hasedau naturiol, ac sy'n croesawu ymwelwyr.

1 2 3 4

STRATEGIC OBJECTIVES

PROJECTING OUR DISTINCTIVE STRENGTHS

INVESTING IN PRODUCT EXCELLENCE

PROVIDING AN OUTSTANDING EXPERIENCE

WORKING TOGETHER IN PARTNERSHIP

KEY PRIORITIES BECOMING MORE MARKET DRIVEN

PROVIDING QUALITY ACCOMMODATION

CREATING WELL-MANAGED PLACES

GETTING BETTER RECOGNITION FOR TOURISM

CREATING A STRONGER IMPACT

DIVERSE ATTRACTIONS

ENRICHING EXPERIENCES

ESTABLISHING EFFECTIVE ORGANISATION

PROVIDING INSPIRING INFORMATION

EXCELLENT ACTIVITIES

EFFICIENT TRANSPORT

RELYING ON SOUND EVIDENCE

SKILLED PEOPLE

1. PROJECTING OUR DISTINCTIVE STRENGTHS

We need to put North Wales firmly back on the visitor map and re-establish it as a Top 5 destination in the UK. We need to put out more compelling and inspiring messages, be less passive in our marketing and more co-ordinated. We need to create a splash and get the region talked about in a more positive way.

1. CYFLEU EIN CRYFDERAU NODEDIG Mae angen inni ail-osod Gogledd Cymru ar y map ymwelwyr a'i ail-sefydlu fel un o 5 Prif Gyrchfan y DU. Mae angen inni gyhoeddi negesau mwy cymhellgar ac ysbrydoledig, bod yn llai goddefol yn ein marchnata a'n fwy cydlynol. Mae angen inni greu sblash a sicrhau fod pobl yn trafod y rhanbarth mewn dull mwy positif.  

2. INVESTING IN PRODUCT EXCELLENCE

We must stimulate development and investment in the core product to meet the needs of a changing marketplace, exceed our customers’ expectations and rival the best elsewhere. Our core product needs to enhance and complement the region’s key strengths and be tuned to the needs of the target markets.

2. BUDDSODDI MEWN RHAGOROLDEB NWYDD  Mae'n rhaid inni ysgogi datblygiad a buddsoddiad yn y nwydd craidd er mwyn cwrdd ag anghenion marchnad gyfnewidiol, mynd tu hwnt i ddisgwyliadau ein cwsmeriaid a chystadlu'r gyda'r gorau mewn mannau eraill. Mae angen i'n nwydd craidd wella, ategu prif gryfderau'r rhanbarth a chyd-fynd ag anghenion y marchnadoedd targed.  

3. PROVIDING AN OUTSTANDING EXPERIENCE

We must stimulate development and investment in the core product to meet the needs of a changing marketplace, exceed our customers’ expectations and rival the best elsewhere. Our core product needs to enhance and complement the region’s key strengths and be tuned to the needs of the target markets.

3. DARPARU PROFIAD RHAGOROL  Mae angen inni drosglwyddo profiad o ansawdd cyflawn, o ddyfodiad hyd at ymadawiad, er mwyn sicrhau fod treulio amser yng Ngogledd Cymru yn brofiad pleserus. Argraffiadau cyntaf positif, hawdd symud o gwmpas a chael y gorau o'r ymweliad, croeso cynnes a gwasanaeth da ym mhobman, mannau hardd a thaclus, digon i'w archwilio, a'r synnwyr o fod mewn rhywle gwahanol.  

4. WORKING TOGETHER IN PARTNERSHIP

Improving working relationships and organisation to harness the energies of the public, private and not for profit sectors, encouraging a climate of co-operation and mutual support, moving tourism up the agenda, seeking more efficient and transparent ways of working and becoming more evidence driven.

4. CYD-WEITHIO MEWN PARTNERIAETH Gwella perthnasau gweithio a threfniadaeth er mwyn harneisio egni'r cyhoedd, sectorau preifat a dim er elw, annog hinsawdd o gyd-weithredu a chefnogaeth gilyddol, symud twristiaeth i fyny'r agenda, ceisio ffyrdd mwy effeithlon a thryloyw o weithio a dod yn fwy ymatebol i dystiolaeth.   

Key priorities: SKILLED PEOPLE

Co-ordinate the People Development Forum as a sounding board on visitor economy labour supply, skills development issues and training take- up.

Work with others to improve the image of the tourism sector as a career choice.

Identify industry needs and articulate this to providers.

Blaenoriaethau allweddol: POBL FEDRUS

Cydlynu'r Fforwm Datblygiad Pobl fel seinfwrdd ar y cyflenwad llafur economi ymwelwyr, materion datblygu sgiliau a defnydd hyfforddiant.

Gweithio gydag eraill i wella delwedd y sector dwristiaeth fel dewis gyrfa.

Nodi anghenion diwydiant a lleisio'r rhain i ddarparwyr.

Key priorities: WELL-MANAGED PLACES

Creating distinctive places, destinations and environments which are a joy to visit and spend time in.

Draw up Destination Management Plans, per local authority footprint, for key destinations, towns, villages, environs and sense of arrival and place.

Identify tourism hubs to prioritise action and improvement.

Blaenoriaethau allweddol: MANNAU DAN REOLAETH DDA

Creu mannau, cyrchfannau ac amgylcheddau nodedig sydd yn bleser ymweld â nhw a threulio amser ynddynt.

Paratoi Cynlluniau Rheolaeth Cyrchfan, ar gyfer pob ôl troed awdurdod lleol, ac ar gyfer cyrchfannau allweddol, trefi, pentrefi, amgylchoedd a synnwyr cyrhaeddiad a lleoliad.

Nodi canolfannau twristiaeth, i flaenoriaethu gweithgaredd a gwelliant.

ALIGNED ASSETS !!! YMGYFUNO ASSEDAU

NOT SILOS NID SEILOS

VISION FOR SKILLS STANDARDS for the Tourism & Hospitality Industry in North Wales

“A skills vision needs to be based upon the needs of operators and frontline employees and as such a key element

is to engage with all stakeholders.”

Tourism Quality Services LimitedJohn Walsh-Heron

Dr Adrienne Sweeney

VISION FOR SKILLS STANDARDS PROJECT OBJECTIVES

Create a Vision for Skills standards (reflecting on ‘best practice’) and through engagement with employers to:

1.Change the mindset of appropriate Skills Standards within the tourism industry

2.Publish the level of customer satisfaction that should be targeted to inspire visitors

3.Identify means of communication of said Skills Standards to front line tourism businesses (both large and small)

IN ORDER OF PRIORITY FOR IMPLEMENTATION:

1.Legislative

2.Reskilling

3.Management and leadership

4.Flexibility and adaptability

5.Social networking

6.Using Local Knowledge and Practice

7.Welsh language knowledge

HOW SHOULD SKILLS INFORMATION BE COMMUNICATED AND ACCESSED:

ACTION POINT

Communication of information

Source of information

Accessing Skills training

Working with FE Colleges and Maximising Intervention Funding

IMPROVING THE IMAGE OF THE INDUSTRY AS AN EMPLOYER

ACTION POINT

Develop examples of success

Develop a relationship with Springboard

Involve Careers Wales in developing programmes of image improvement

Create an ongoing programme of activity aimed at improving the image of the industry

DEVELOPING A CUSTOMER SATISFACTION INDEX

ACTION POINT

Develop the key indicators needed to provide the information required

Construct an online customer satisfaction survey

Develop and implement a PR campaign to promote the results

"If you build a place people want to visit, you build a place where people want to live. If you build a place where people want to live, you'll build a place where people want to work. If you build a place where people want to work, you'll build a place where business has to be. And if you build a place where business has to be, you'll build a place where people have to visit."

Maura Gast, Destination Marketing Association International July 2009