Attendance at a council-operated farm attraction has surged following a £3.7 million renovation project.
Greenmeadow Community Farm welcomed visitors again last September after shutting its gates three years previously for substantial improvements that were subsequently altered on financial grounds during the prolonged closure period.
Torfaen Borough councillors heard that the Cwmbran site has experienced a notable increase in footfall, although specific numbers were not disclosed during the gathering examining a strategy designed to direct tourism and visitor economy growth in the area.
The economy and environment scrutiny committee deliberated on the newest update concerning the destination management plan the authority is preparing when Panteg Labour councillor Norma Parish inquired whether sufficient capacity and know-how had been secured to execute the strategy.
Deputy chief executive Dave Leech stated the framework would determine the authority’s method for drawing in visitors before determining the appropriate level of promotion and backing needed.
He added, though, that lessons could be taken from the achievements realised in publicising the community farm in Cwmbran, encompassing engagement with social media creators.
Mr Leech observed that it is evident the authority must substantially improve its marketing and publicity efforts, though this does not necessarily demand considerable additional resources. He noted that intelligent approaches can deliver results, as demonstrated by the Greenmeadow Farm initiative, and that the influencer sessions and art activities staged on the premises have generated impressive response.
He also said that converting routine daily offerings into more captivating promotional material has begun resonating with the demographic groups the authority is pursuing.
As a result, Mr Leech indicated, visitor numbers have dramatically risen compared to pre-renovation levels. He attributed this to adopting smarter promotional tactics rather than simply allocating greater resources, and noted there are certainly opportunities to enhance efficiency.
The senior official further noted that Visit Wales had granted accreditation to the farm following an assessment resembling a mystery shopper evaluation, adding that pursuing comparable certifications represents another route through which local tourism enterprises and attractions can raise their profile.
Once the draft framework is finalised, it is set to encompass both Torfaen and Blaenau Gwent, given the partnership arrangement between the two authorities, with a joint director for economy and place, whose appointment is imminent, tasked with supervising its implementation.
In response to committee observations, Mr Leech indicated the authority would additionally seek collaboration with neighbouring Gwent councils and is cooperating with the Cardiff Capital Region and the Torfaen Tourism Alliance.
Torfaen, Mr Leech explained, possesses heritage resources, including the Big Pit mining museum, which render it appealing to tourists alongside possibilities for pursuits such as rambling, cycling and water-based recreation that he considered to have received insufficient attention.
The strategy is designed to examine which attractions and pursuits would attract visitors, the combination of holidaymakers and those visiting for the day, and how they would be reached.
The objective of drawing visitors would also be explored, with Mr Leech maintaining that the intention is to serve local inhabitants, including by showcasing community facilities such as the farm that are accessible locally.
He expressed that the authority must establish what drives visitor attraction, whether it is increased expenditure and job support, whether it involves directing people toward town centres, and whether it involves positioning Torfaen as a tourism destination in the manner Cornwall is recognised.
The deputy chief executive emphasised that ensuring the strategy delivers tangible advantages for residents and aligns with the authority’s Marmot commitments concerning health inequality reduction is essential.
It should additionally reinforce the approach of both authorities in engaging with communities, referred to as The Deal, and Mr Leech cited the Bridge 46 canal volunteers, who have installed QR codes along the waterway directing individuals to local sites and recounting its history, as an illustration of potential implementation.
The committee expressed a desire for greater clarity regarding how the strategy might bolster destinations apart from Pontypool Indoor Market, Blaenavon’s World Heritage Centre and the Monmouthshire and Brecon Canal already designated as significant locations, along with creating a working group or forum comprising residents, businesses and community councils.