Welsh tourism issues need addressing say NFU

It is estimated that around 50 per cent of all UK visitors to Wales visit the countryside or its small towns and villages, highlighting the importance of farmers, as guardians of the landscape in a tourism industry that contributed over £1.7 billion to the Welsh economy last year alone.

NFU Cymru in its written evidence to the National Assembly for Wales’ Rural Development Sub-Committee Inquiry into Rural Tourism in Wales, highlighted a number of key actions that the Welsh Assembly Governments should support to ensure that rural tourism continues to grow and develop in Wales.

In its response, NFU Cymru highlighted the need to continue to support and develop the link between food and tourism. Bernard Llewellyn, NFU Cymru’s Rural Affairs Board Chairman said, "There is considerable scope to link Wales’ food sector with the marketing of Wales’ key tourist attractions and to use high profile events and locations, such as, the 2010 Ryder Cup and the Millennium Stadium to market, promote and make use of Welsh produce. Food establishments should also be promoting their commitment to support Welsh food producers by clearly noting the use of Welsh local produce on menus, wherever possible.

"Current planning procedures, for tourist attractions in Wales, are viewed by many NFU Cymru members as a barrier to diversification or expansion, an issue which also needs addressing. Tourism enterprises need to be encouraged, promoted and made visible, to attract visitors, therefore advice and guidance on planning issues need to be offered to farmers on issues such as signage.

"The tourism industry in Wales has developed rapidly in recent years, due to an increased use of direct marketing via the internet, allowing businesses to use their own websites for promotional activity, but unfortunately today’s tourism operators have missed the influence and expertise the Wales Tourist Board once delivered and what we want is for the current Welsh Assembly Government tourism promotion facility, Visit Wales, to become more integrated within the sector and improve its reputation as the key tourism promotion body for Wales.

NFU Cymru also used this opportunity to highlight the importance of extending the availability of broadband throughout rural Wales to allow all tourism providers equal opportunities to advertise and promote their business through the internet – an issue that was highlighted earlier this week by NFU Cymru in its response to the Wales Office’s Rural Economy Project Consultation.

Bernard Llewellyn ended, "These issues need addressing to ensure that future generations of farmers can explore diversification opportunities within the tourism sector, whilst remaining involved within the agricultural industry."