Destination Management– Planning for the Future

Following Councillor Carter’s speech, MTCBC’s Destination Management Co-ordinator provided an overview of the county’s tourism assets and the work being undertaken by the Destination Team. She introduced the ‘Vision’ for Merthyr Tydfil:

“We will prioritise the growth of our visitor economy by building on our unique adventure offer, outstanding natural landscape, and world-renowned culture and heritage.”

Key statistics captured from the regions Scarborough Tourism Economic Activity Monitor (STEAM) were presented demonstrating the importance of tourism to the County Borough. The STEAM report illustrated that in 2023, there was an economic impact of £130.19m generated by Merthyr Tydfil’s visitor economy. This supports over 1170 Full time tourism jobs with over 1.69m day visitors and over 200,000 staying visitors in the County Borough.

Discussions centred on the many attractions available in the area, from world-class activity and heritage experiences to diverse retail, eating options, and connected walking trails. With the near completion of the dualling of the Heads of the Valleys road and the Metro system, Merthyr Tydfil is strategically well positioned to welcome even more visitors.

The Destination Management Co-ordinator also showcased key marketing initiatives from the past year. These included the Visit Merthyr Visitor Guide, the Merthyr’s Wild and Valleys of Adventure campaigns, enhancements to visitor information through information panels, signage, lamppost banners, promotional videos and digital content.

Mari Stevens, Director of Anian Ltd reflected on the energy and enthusiasm present at the event: “There was a real sense of energy at The Orbit Business Centre as representatives from Merthyr Tydfil’s leading tourism and hospitality businesses came together to shape the destination’s future.

Discussions focused on building an ambitious new Destination Management Plan, following the success of the previous one launched in 2016. Since then, the visitor economy has grown by 35%, exceeding regional averages and becoming a key economic driver.

This growth has been fuelled by strong public and private sector collaboration, securing investment in high-quality attractions, hospitality, and outdoor experiences. There was palpable optimism about the future, with a shared vision to enhance Merthyr Tydfil’s profile as a standout destination for culture and adventure.”

Cowshed Communication, an award-winning Cardiff-based agency joined the event to discuss the development of a Visit Merthyr digital communications strategy. Their campaign director, Rhian Richards, reflected on the workshop’s success: “It was incredible to see a room full of passionate, committed people who are experts in their fields. Their input was invaluable and will help shape how we communicate Merthyr Tydfil’s story to Wales, the UK, and beyond.”

As the event concluded, stakeholders left inspired and energised about the future of tourism in Merthyr Tydfil. The Destination Management team will continue to work closely with stakeholders, keeping them updated as the Strategic Development Plan and Digital Strategy. With a clear vision and strong partnerships, Merthyr Tydfil is set to build on its success and establish itself as a leading visitor destination in South Wales.