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Destination Management Plan

'Destination Swansea Bay 2017-2020' is the official Destination Management Plan for Swansea.


Tourism has long been recognised as a vital contributor to the Welsh economy and it has now been highlighted as one of the key drivers of the City Region status. Clearly its importance has significant value in a regional as well as national context.

The Welsh Government's priority is to have robust destination management plans in place, developed and implemented at local level, and therefore recommends that each authority in Wales develop their own Destination Management Plan (DMP). Future funding allocation will be determined from priorities highlighted in local authorities' plans.

PDF Document Destination Swansea Bay 2017-2020 (PDF, 894KB)Opens new window

'Destination Swansea Bay 2017-2020' addresses the vital role tourism plays in the economy and set a strategic direction for Swansea Bay as a visitor destination. Produced in consultation with major tourism stakeholders, it is regarded as a shared statement of intent between the public, private and third sectors on how to manage, develop and promote Swansea Bay.

The first phase of the Destination Management Plan completed its final year of delivery in 2016 and a review was conducted to highlight key successes, results of the latest Visitor and Trade surveys and recommendations from the DMP Survey.

View the 'DMP Review' presentation here.  Powerpoint Document DMP Review and Way Forward (Powerpoint, 5MB)Opens new window

The draft version of the next DMP - 'Destination Swansea Bay 2017-2020' - is now ready for approval by the Steering Group later in 2017. 

Any queries on the DMP and its associated action plan should be directed to Alternatively, ring the tourism team on 01792 635214.

Key dates & achievements for 'Destination Swansea Bay' to date:

  • April and November 2013 - two productive rounds of delivery group meetings with representation from:
    • Council planning/regeneration/economic development/traffic management and highways/AONB/events
    • City Centre Management and Swansea BID
    • Tourism Swansea Bay and local tourism trade
    • Mumbles Forum and Pontarddulais Partnership
    • Gallu
    • BayTrans
    • Natural Resources Wales
    • National Trust
  • October 2013 - annual Tourism Stakeholder Day at the Liberty Stadium with DMP representation and feedback
  • December 2013 - cabinet approval of 'Destination Swansea Bay 2013-2016' as the official Destination Management Plan for Swansea
  • February and March 2014 - further consultation stage with delivery group members
  • March 2014 - DMP steering group meeting attended by: Cabinet Member for Regeneration; City and County of Swansea Director of Place; Strategic Manager for Culture, Tourism, Marketing and Events; Tourism Manager; Tourism Swansea Bay, and South West Wales Tourism Partnership.
  • May 2014 - third round of delivery group meetings to report on DMP action plan delivery
  • 29 September 2014 - annual Tourism Stakeholder Day at the George Hall, Guildhall, Swansea
  • 15 October 2014 - DMP Steering Group
  • 25 November 2014, DMP Delivery Group meeting for 'Business Support, Infrastructure and Public Realm'
  • 19 January 2015, DMP Delivery Group meeting for 'Marketing, PR and Events'
  • 22 January 2015, DMP Steering Group meeting
  • 02 and 12 June 2015 - fifth round of DMP Delivery Group Meetings
  • 18 June 2015 - DMP Steering Group
  • 19 Nov 2015 - Combined 'Infrastructure, Business Support, Marketing & Events' Delivery Group Meeting focussed on the results from the 2015 Visitor Survey - you can find out more in our Tourism research and statistics section.
  • 28 Jan 2016 - DMP Steering Group
  • 28 Jan 2016 - Annual Tourism Stakeholder Day, Brangwyn Hall 
  • 11th October 2016, DMP Steering Group - Review of the DMP and Way Forward
  • 14th November 2016, DMP Presentation to UWTSD Students 
  • 23rd March 2017, DMP Steering Group and recommendations for DMP Phase 2 (2017-2020)
  • Tue 16th May, DMP Delivery Group Meeting (Marketing, PR & Events) at Barham Centre, Parkmill
  • Thu 8th June, DMP Delivery Group Meeting (Infrastructure & Business Support) at the Guildhall
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