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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 Management Plan 2017-2020 (PDF, 1MB)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.

Phase 2 of the DMP - 'Destination Swansea Bay 2017-2020' - was approved by the DMP Steering Group 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
  • 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 
  • 11 October 2016, DMP Steering Group - Review of the DMP and Way Forward
  • 14 November 2016, DMP Presentation to UWTSD Students 
  • 23 March 2017, DMP Steering Group and recommendations for DMP Phase 2 (2017-2020)
  • 16 May 2017, DMP Delivery Group Meeting (Marketing, PR & Events) at Barham Centre, Parkmill
  • 08 June 2017, DMP Delivery Group Meeting (Infrastructure & Business Support) at the Guildhall
  • 14 September 2017, Year of the Sea meeting for watersports operators. 360 Beach and Watersports
  • 25 October 2017, Annual Tourism Stakeholder Day, Glynn Vivian Art Gallery
  • 10 January 2018, DMP Steering Group Meeting, The Guildhall
  • 24 April 2018, DMP Delivery Group Meeting (Infrastructure & Business Support) at the Guildhall
  • 13 June 2018, DMP Delivery Group Meeting (Marketing, PR & Events) at Barham Centre, Parkmill
  • 12 Sept 2018, DMP Steering Group Meeting, The Guildhall
  • 09 May 2019, DMP Steering Group Meeting, The Guildhall
  • 15 May 2019, Annual Tourism Stakeholder Day, Lord Mayor's Reception Room, The Guildhall

Link to presentations from the 2019 Tourism Stakeholder Day:

2019 Tourism Stakeholder Day PresentationsOpens new window

Links to presentations from the  latest Delivery Groups:

PDF Document Swansea Regeneration (PDF, 2MB)Opens new window

PDF Document Visit Wales Funding Update - Investment within the Tourism Sector (PDF, 372KB)Opens new window

PDF Document Economic Development & External Funding Update (PDF, 138KB)Opens new window

PDF Document Business Wales presentation - 'This is Business' (PDF, 377KB)Opens new window

PDF Document 2018 'Year of the Sea' Presentation (PDF, 2MB)Opens new window

If you wish to discuss marketing, funding opportunities, project ideas or any other type of business support, please contact: 

Tourism Team, Swansea Council - to find out how we can promote your tourism business as part of our 'Year of the Sea' year-round campaigns
Contact: Tourism Team, Tel: 01792 635209, Email:  

Tourism Swansea Bay - for enquiries about membership with the local tourism trade association
Contact: Dean at Tourism Swansea Bay, Tel: 01792 371441, Email:

Business Wales - for specialist support on business start-ups, growth, finance, mentoring, networking, workshops, tendering, etc. - all services are FREE
Contact: Angela Williams, Growth Advisor, Tel: 07825 647318, Email:  

Visit Wales - for information on TISS, MSBF and TAIS funding schemes 
Contact: Theresa Cartlidge, Regional Analyst, Tel: 0300 061 5710, Email: 
To discuss other funding opportunities (RTEF, TPIF, etc.) or general regional engagement, contact Phil Abraham, Regional Engagement Manager, Tel: 0300 025 4528, Email:  

Economic Development & External Funding (EDEF) Team - for European programmes, Rural Development Plan project ideas, Town Centre Loan Funds, Fisheries, etc. 
Contact the EDEF Team on tel: 01792 636992

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