Tourism Management and Development in Cardiff

This report discusses the importance of tourism management and development in Cardiff, including its economic dimensions, motivations of tourists, and the potential impact of globalization on the tourism industry in the next 5 years.

Tourism Management

Table of Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................3
The importance of Cardiff tourism to its business environment, and determine the role of its
main stakeholders........................................................................................................................3
The economic dimensions of tourism in Cardiff as an economic force, its multiplier effect and
as an employment generator........................................................................................................4
The motivations of Cardiff tourists, the evolution of demand and growth factors......................5
How globalization is likely to affect tourism in the destination in the next 5 years, discussing
its drivers and potential outcomes...............................................................................................8
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................11

Introduction
Tourism management and development is an unique tourism approach which involves
improving the visitors of the tourist experience with innovative and quality levels and standards
of experience delivering the cultural, and the heritage of the tourism place. Tourism business is
an essential tool for any geographical location in order to develop the economic value. Tourist
Brings revenue generation to the region, does it becomes important to deliver curated experience
and high level of services to the tourist. It helps to develop the Brand Identity reflect the culture,
heritage of the region in the international marketplace. Tourism development helps to Enhance
value, social and cultural benefits, reputation. Tourism Business develops the overall economic
development making it a place to invest, work, visit, live by enhancing the financial capabilities
and thus living standard with high purchasing power of people. Tourism helps in the economic
development by creation of economic value, build strong reputation and brand identity, deliver
social and cultural benefits to the tourist and bills overall development of the tourism spot and
economic welfare to the geography cool boundaries. Cardiff is the capital city of Wales in UK.
This report covers the importance of Cardiff tourism and the role of the stakeholders in it,
economic dimension of the chord of tourism That how it helps to create employment generation
and economic development, motivation for Cardiff tourist, demand and growth factors, how
globalization is going to affect the tourism business in future, discussing the drivers and potential
outcomes (Albrecht, ed., 2016).
Main body
The importance of Cardiff tourism to its business environment, and determine the role of its main
stakeholders.
Cardiff tourism is an important tourism sector and a destination in walls that generates
that generates most of the economic value from the reputation and the brand identity of the
business that helps to promote tourism business in Wales. Cardiff is the capital city of Wales.
Cardiff helps to drive tourism businesses leisure business in Wales (Ali, 2015). Cardiff is an
extremely important tourism destination of feels that includes more than 25% of the expenditure
over tourism business, the per head expenditure in card tourism destination is more than
anywhere in bins, UK. Cardiff is a hub of attracting international tourism with wider destination

Experiences. It delivers leisure business and Appealing tourism experience. Cardiff is the main
tourism destination in Wales that generates more than half of the total tourism business revenue.
Cardiff is a destination with high cultural values, city heritage, quality cost, countryside, the
national park in Cardiff, local food and drink, delivering cultural and social values local markets,
the Wye Valley AOONB and the value of Glamorgan heritage coast. All these tourist spot
becomes fascinating and motivating tools that drives international tourist. Cardiff tourism
destination spot continuously implement new developments to make the destination spot a hub to
the visitors with improved accommodation, visitation by making it more competitive, emergence
of new market so that the tourism business drives more revenue and economic value to the
region. In order to grow the tourism business of Cardiff. The tourism business has to face
different challenges to grow the brand value of the business in the next five years to compete and
higher economic development of the tourism business.
The stakeholders of the Cardiff tourism Business implements strategic plan in order to improve
the business utility to the international visitors. The stakeholders of the Cardiff tourism business
involve political and industrial partners and leaders in order to deliver the right action plan for
development of the tourism business in Cardiff focusing over destination management by
working with DMMO, the partnership with different stakeholders involving both private and
public sector with the common objectives of building trust and transparency in development of
the tourism business (Armenski, Dwyer, and Pavluković, 2018).
The stakeholders coordinate different business activities by delegating clear roles and
responsibilities with effective communication and organizational structure further expansion and
creation of key development projects.
The tourism development of the Cardiff to be supported by the councils by Discussing the
developments of the tourist economy, visitor’s attitude and behaviour in the region which will be
conducted an unlicensed by annual surveys, annual STEAM analysis to determine the volume
and the value of the tourism in the Capital city. The stakeholders of the tourism development in
Cardiff draws the action plan with extensive research and benchmarking, discussion with
different stakeholders and the council economy and cultural scrutiny committee (Camillo, ed.,
2015).

The economic dimensions of tourism in Cardiff as an economic force, its multiplier effect and as
an employment generator.
Cardiff tourism business generates a huge economic value to the region wherein it makes
£2 billion including the overnight and the day visits from the international tourist, it generates
over 31,000 FTE of direct and indirect jobs in the tourism sector, 23 £7 million in VAT for the
UK government. Thus, Cardiff tourism business generates a huge revenue for the UK
government it is the most desirable UK destinations that generates economic development and
employment opportunities to different youngsters of the region. But different tourism spots in
Wales Cardiff generates approx. 50% share of the tourism revenue in the region, the Scottish
tourism spot is an important economic tool that generates huge revenue in comparison to other
tourism spot in Wales. Wherein as per the research conducted to evaluate the revenue generation
in south Wales, it was evaluated that 66% of all business tourism and 50% of the International
tourism in south Wales is recorded, the report shows that 50% of the revenue generated was from
Cardiff. As per the 2013 report the visitors in Cardiff tourism spot Generated a net worth of
£1.05 billion from of both overnight and the visitors. The report shows that the overnight tourist
spending of a Total of £400 million, which helps to create over 13,700 FT jobs in the Region.
The research shows that more than half of the economic value of the tourism business is been
created by the Cardiff including generation of employment opportunities to people. There are
over 45,000 hotel bedrooms and 46,000+ accommodation services in the region. The hotel
business shows a great hype in the occupancy level of the visitors from different locations
(Carvalho and et.al., 2019).
The motivations of Cardiff tourists, the evolution of demand and growth factors
Cardiff is a destination with high cultural values, city heritage, quality cost, countryside,
the national park in Cardiff, local food and drink, delivering cultural and social values local
markets, the Wye Valley AOONB and the value of Glamorgan heritage coast that drives the
international tourist. The international tourist is motivated by different lifestyle trends and the
products in the destination spot including the contemporary culture the performing arts, the
sports adventure activities of the region, highly personalized and quality experiences, Exposure
to discover heritage, Culture, language, local markets, produce, stories, local artefacts and other
products and services offered by the tourism Spot. The international tourist wants to add on their
experiences by shopping, food and drinks, entertainment, interesting events, the standard and the

value of the services provided, different spots and places to stay and discover, the ease of
transportation and moving to different destinations, the most important the tourist want is peace,
safety and security and hygiene in the tourism spot in order to develop the growth of the tourism
business and meet international tourist, the destination business focuses three elements that is
reputation management capacity building and product development (Chen and Law, 2016).
The UN world tourism organisation that city to tourism for the nation will grow at double rate.
The international Tourist including different age groups of millennials and the baby boomers, the
high spending pattern of these Set of tourist huge economic value to the tourism division. These
segments of the tourists want to explore all the areas and aspects of the tourism destination.
The city and the Bay is a heart that motivates the tourism growth in the region the growth. The
growth policies involve creating and positive Plus environment with enhance investment,
innovative ideas with high corporate strategies (Garner, 2019). The tourism helps in a significant
development of different aspects including creation of jobs creation of economic value and
building strong brand value. The Cardiff tourism business continually uses approaches in order
to deliver culture and leisure with quality transportation and accommodation services. The
growth approaches involve innovative solutions, strategic partnership an alliance and identifying
new ways of working for development and improvement of the tourism. As the markets are
changing with increasing competition the growth approaches of the Cardiff tourism business
involve getting more organized and collaborative for completion the vision of leading Tourism
destination in Europe. These growth approaches involve implementation of action plan for
growth of tourism in Cardiff. The tourism business creates and contribute towards economic
development and building strong brand image in the market place.
The core element of the growth strategies involves reputation management capacity building and
product development wherein reputation management involves creating vision and agendas by
coordination and collaboration with different stakeholders, building strong reputation
development of brand and positioning, Capacity development involves investment in Identifying
new expertise and skills for delivering value to the customers, product development involves
improving overall offerings delivered by the tourism business including improving
accommodation, food and drinks, transportation, visit to different destination spots,
entertainment (Gómez Aguilella and Cardiff, 2020).

In the tough economic times of Covid 19 integrated approaches needs to be implemented for
tourism development in Cardiff. The growth strategy and action plans framed by the council
involves highlighting the vision and mission of the future tourism business improving the current
Business services by innovative ideas. The Cardiff capital region and Welsh government
implements strategies in order to improve the financial abilities and infrastructure facilities in the
region. The growth strategy and action plan addresses to accomplish the long-term growth and
development of the tourism destination.
Wherein the main growth objectives of the tourism development in Cardiff involves enhancing
the tourist experience both business and leisure. To accomplish the competitive advantage in the
international platform by delivering differentiated services and unique products to the visitors.
Delivering advance services will not only encourage the tourist to stay longer but also increase
the visitor’s expenditure.
The growth objectives this also involves developing an environment that pushes high tourist
investment and develop the hospitality and retail sector to focus on market and collaboration
with different stakeholders and tourism organisation for delivering value to the international
customers. The key targets of the tourism development involve establishing new tourist
investment by securing £500 million. Working with the stakeholders to deliver action plan of the
tourism development. Delivering training courses to the deployed personnel for delivering
enhanced improved value to the customers working with DMMO in order to promote Business
and deliver the marketing objectives to the international customers. where in the marketing
objectives must reflect visitor’s perception of Cardiff as the capital city for Wales (Inkson and
Minnaert, 2018). Delivering distinctive and unique services by adding heritage culture language.
Building new networks with regional, national and international platforms. The growth
objectives also involve meeting all the challenges That obstructs the tourism development,
Delivering the marketing objectives for making the Cardiff to achieve its potential as a leading
capital city tourist destination for leisure and business tourism. Coordination and collaboration
with different partners and stakeholders for securing the tourism growth with the main objective
an action plan to secure support from the private and the public sector. Managing the current
assets to their full potential, these current assets includes millennium stadium, Cardiff City
stadium, SALEC stadium, WCMAD and the other tourism venues of the city. The growth

objectives involve building the capital city as the place with major tourism and cultural events. It
involves continuing the Growth of number of Tourist and cornerstone for future success.
Collaborating with the stakeholder involves supporting the funding and investment activities
from both public and private stakeholders and businesses in order to enhance the marketing,
branding and product development strategies. Working with the Stakeholders with strong
leadership and relationship with visit Wales and visit Britain, British Council and others (Kozak
and Kozak, eds., 2015).
The growth objective also determines building strategic plans to develop tourism and digital
economy Which involves avoiding the duplication of the resources instead working with
optimum utilization of the resources and delivering value and high experience to the visitors.
Welsh government has supported with implementing the strategy of tourism growth for
developing the products, places, people. The Welsh government has also deployed task force to
develop Cardiff City, the Belgian government also purchased Cardiff Wales airport in order to
draw attention for tourism and business asset. with the main vision of developing the economic
value, shaping the brand value of the capital city in the international platform. The international
branding specialist also determines the positioning of the capital city in the minds of the tourist
by analysing the tourist behaviour of both business and leisure tourism in Cardiff. Along with the
branding strategies there are also Benchmarking studies to evaluate the tourism performance of
the capital city it also helps to analyse the competitive and comparative analysis in the
marketplace. Thus, the main motive of the growth strategies involves creation of bold and
realistic experience by regressive and proactive approaches to draw economic value, business
development, reflect cultural value in the international marketplace by focusing on delivering
innovative and creative products and services to the tourist.
How globalization is likely to affect tourism in the destination in the next 5 years, discussing its
drivers and potential outcomes.
Globalization would positively impact the Cardiff tourism business by enhancing the
financial capabilities improved experiences, accommodation services and other tools that would
help to drive the Tourist from different location, and improve the economic value created by the
tourism some business of Cardiff. Finding new investors and stakeholders of the business with
leading globalization improved services which enhances the people of the city, develops business

tourism and leisure, it will help Cardiff to deliver quality and differentiated offerings, unique
products and visitor experiences which will improve the per head visitor expenditure and give a
rise to income generation from these approaches (Kubanska, 2017). Globalization will help to
create an environment that will allow investments and flourish the hospitality sector, it will give
a shape to the markets of the Cardiff tourism business, it will reduce the bureaucracy rather
promote effective communication and organizational structure of quick decision making with the
help of different stakeholders. And globalization will help to create innovative business
approaches of marketing and promoting the Cardiff tourism business to international platform
with the help of DMMO. It will help to benchmark the offerings and the services provided by the
Cardiff tourism business to the international competitors with improved financial investments
and services offered by the region. It will enhance the financial investment over £500000,000 by
2020 (Medlik, ed., 2016). Cardiff will help to deliver differentiated experiences by deflecting the
heritage, culture of the region on international platform. The main benefit of globalization will be
networking with regional, national, international partners of business. Globalization would help
to improve the reputation of the business in the international market by establishing
Benchmarking and internationalization, working with DMMO, it will improve the economic
development of the tourism business giving rise through international hotels and the overall
hospitality business sector of the tourism business. With improved business services such as
accommodation, tourist attraction, food and drink, heritage and other services including
conducting of events would help to deliver quality market offerings to the international tourist.
Globalization would help to create strong retail base high profile sport events, reflect culture and
heritage of the region in the international platform, improve the hospitality business. The
business can find easy financial sources to raise capital for development and economic welfare of
the region. The key outcomes from globalization will help to double the value of the tourism in
commercial accommodation to over £800 million. Growing the value of the tourist economy by
50%. Accomplishing the targets by enhancing the economic development of the region, job
creation, business development, reflecting the cultural diversity of the region in the international
platform (Onuiri and et.al., 2016).

Conclusion
The above report delivers the importance of tourism and business that how managing the
tourism business can generate great economic value to the geographical location it helps to create
brand identity and deliver social and cultural benefits to the tourists. The report reflects in
context of Cardiff development that how the stakeholders are innovating policies and strategies
in order to enhance the tourism experience of the international visitors delivering benefits and
differentiated services, creating unique products to enhance the tourist experience and thus
pushing greater levels of tourist expenditure. The report delivered that how it shapes the overall
economic development of Cardiff, importance of Cardiff tourism, the impact of globalization,
motivation for the tourist visiting in Cardiff, and how the Tourism business is doing so far how
that it contributes to the economic development Pete employment generation or any other
economic value from the tourism in Cardiff. This tourism management is an important tool that
helps to shape cultural, heritage, economic development of a specific location.

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