Monmouthshire County Council has given the go-ahead for a strategy to guide tourism development and marketing and management to attract visitors to the county for the next three years.

The county’s new Destination Management Plan was approved by cabinet on Wednesday 10th January, providing the opportunity for public, private and voluntary sectors to deliver year round sustainable tourism growth across all parts of the county.  It replaced a previous plan that was published in 2013.

Tourism is vital to Monmouthshire’s economy and generates income to support a wide range of businesses that benefit from spending by visitors.  According to figures supplied by tourism economic indicator STEAM (Scarborough Tourism Economic Activity Monitor), the sector brought in £190m to Monmouthshire in 2016 and supported the equivalent of 2,900 full-time jobs, accounting for approximately 10 per cent of the workforce.  Each visitor contributed on average over £60 per day to the county’s economy by purchasing food and drink, fuel and accommodation spends .

The plan capitalises on key opportunities for the county, including its location at the gateway to Wales offering an initial chance to make a great impression, especially now that Severn Bridge tolls are to be phased out.  It also recognises Monmouthshire’s contribution to the Cardiff Capital Region’s City Deal and the overall growth target - set by the Welsh Government’s tourism organisation, Visit Wales - of 10 per cent or more in the sector’s value by 2020.

Councillor Bob Greenland, cabinet member with responsibility for tourism said: “Monmouthshire is a county defined by water – the Usk, Monnow, Wye, Severn and the Monmouthshire and Brecon Canal shape our county and connect us with our neighbours. 

“The inspirational landscapes, border-country heritage, intriguing creativity and tasty local produce give the area a very special character. 

“The county’s name may sometimes be unfamiliar but within our borders are the internationally-recognised Brecon Beacons and Wye Valley.”

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