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Visitor promotion and destination management

Published: 11/07/2018

Flintshire County Council’s Cabinet will be asked to discuss the current and emerging approaches to visitor promotion and destination management in the County when it meets later this month. Although the visitor economy in Flintshire is a relatively small component of the Flintshire economy it remains an important contributor. The sector employs approximately 3,273 people and generates an estimated £252m each year from 3.7m overnight stays and 2.7m day visits. 4.7m people live within a 60 minute drive time of Flintshire giving a large potential catchment for the visitor economy. The Council works closely with tourism businesses, neighbouring authorities and with Welsh Government to promote Flintshire, especially to potential customers in North West England. Tourism promotion relies strongly upon social media and the production of videos and electronic marketing materials which showcase the region and the County. The Council also makes use of Welsh Government national marketing opportunities to promote Flintshire to the widest possible audience. Flintshire County Council’s Cabinet Member for Economic Development, Councillor Derek Butler, said: “Destination Management is important to ensure an area is managed and equipped to cater for the needs of its visitors. This is a national priority for Welsh Government. Flintshire’s Destination Management Plan aims to increase the average length a visitor stays at an attraction, maximise opportunities for visitors to stay and spend and achieve a more effective spread of visitors across the County, in order to capitalise on additional tourism revenue within the local economy.” Flintshire County Council’s Cabinet Member for Streetscene and Countryside, Councillor Carolyn Thomas, said: “There are great opportunities available which we must grasp. From a countryside and tourism perspective, we need to further develop our visitor infrastructure and promotional activity along the Dee coastline, our historical town centres, promote the County as a high quality walking destination with the Clwydian Range AONB and continue to develop the attractions in the Greenfield and Holywell area and strengthen the developing links between the regeneration of the County, tourism and the role of green space and countryside to ensure that we make the most of what our beautiful County has to offer.”