A new tourism campaign fronted by Neath Port Talbot County Borough Council (NPTCBC) is being launched this month. The Dramatic Heart of Wales campaign is hoping to attract tourists to the area for overnight stays towards the end of 2021 and into 2022.
The campaign will highlight the rich natural beauty, world-class adventure activities and unique heritage that can be found within Neath Port Talbot – ‘The Dramatic Heart of Wales’. Tourism providers were invited to join together to offer tailored experiences that will appeal to a range of travellers from individuals, families, thrill-seekers and those looking for a slower-paced break.
Due to the Covid-19 pandemic the last 18 months has been incredibly challenging for tourism providers. However, the tourism sector in Neath Port Talbot has risen to the immense challenges they have faced by adapting their services and carefully re-opening to the public this summer. The Council’s aim is that the new Dramatic Heart of Wales campaign will showcase all that Neath Port Talbot offers to potential visitors
More than 20 tourism businesses in Neath Port Talbot are involved in the campaign and have brought together experiences which provide inspiration to travellers considering a break in the area. The operators range from hotels and holiday cottages through to adventure sport providers and historical properties.
Cllr Leanne Jones, Deputy Leader of Neath Port Talbot County Borough Council, said: “This ambitious project has been two years in the planning process and we’re excited to launch the new campaign. When looking at a map of the south coast of Wales, Neath Port Talbot is the central point and the beating heart of the region. We’re well known for our heavy industry, but this contrasts dramatically with our epic coastline and our wealth of forests and parks. Some of the world’s most well-respected actors also hail from this area and we felt that the ‘Dramatic Heart’ was an apt way to describe everything that we can offer tourists to the area.
“Through this campaign we want to attract people who may not have previously considered a short break in Neath Port Talbot. Rather than passing us by on their way to West Wales, we want to encourage all types of tourists to explore the area and take in its natural beauty.
“I have been immensely proud of the resilience shown by the tourism sector locally when faced with the pandemic, we want to support tourism businesses in the area in a responsible way and we feel that with our wealth of outdoor spaces, visitors can feel confident and safe when enjoying a mini-break in Neath Port Talbot.”
In line with current trends, the experiences have been tailored to give travellers mini-break options that include accommodation and activity options. To encourage overnight stays and to appeal to a broad audience, the experiences are themed around mountain biking, walking, heritage and adventure.
As part of the campaign, visitors are also being encouraged to get behind the Visit Wales Addo campaign which is encouraging a safe return to tourism and hospitality for both visitors and businesses. Addo means ‘to promise’ in Welsh, and visitors are being asked to make a collective promise to care for each other, for the epic landscape and for the communities they visit.
Neath Port Talbot County Borough Council secured funding for this project via the Visit Wales Regional Tourism Engagement Fund (RTEF). RTEF is supported through the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development (EAFRD) and Welsh Government.