Tourism Plan Report
For
SWARMMS
Section 1 Executive Summary
The tourism industry allocated much income in the South West Economy. The travel that associates the tourism industry is in the region have made a significant impact on the network of strategic transport. The entire transport strategy of SWARMMS has the great consideration on the tourists’ mode choice.
The plan also has the consideration between the relationship of transport and tourism in the South West. It has also the focus on the ways by which the tourists need encouragement in using the alternatives in the private car and more efficient modes of transport. As the plan is implemented there will be Rural Access Plan which can be benefitted on the making access on the rural areas and to the other tourist activities. It can also meet the needs of the tourist which can have benefits also on the local residents.
The plan has recommendations also on making train more attractive for the trips of long distance. The train operating companies are also encouraged in offering more incentives to the tourists so that there will be more introduction of flexible ticketing.
Since, cycling is the most popular activity in South West, then, it has the most potential increase of growth tourism in the area. This can also have benefits on creating opportunities which can be actively marketed. The tourism trips all over the South West will be a shorter distance and needs advancement for the travel information. Many of the potential tourists also can encourage traveling all over the destination of holiday even without the use of cars before they will go back in their homes. This plan only signifies that the tourism industry will transform into more active on giving public transport information and can also encourage the guests for the alternative transport modes. The joint forces of the idea between the organizations and the authorities can recognize the tourism and the transport.
Section 2 Table of Contents
Title Page Tourism Plan Report
Section 1 Executive Summary
Section 2 Table of Contents
Section 3 Introduction
Section 4 Body
4.1 Vision, Goals and Objectives
4.2 Public Participation and Stakeholders Participation
4.3 Strategies and Actions
4.4 Tourism Planning Approaches
4.5 Sustainability
Section 5 Conclusion
Section 6 References
Section 3 Introduction
SWARMMS – South West Area Multi-Modal Study is the tourism plan which can address the long-term strategy in addressing the transport needs of freight and the passenger within the important transport corridors which is between the South West of England, London and South Wales (South West of England RDA, 2007). The planned map is given below:
Source: Government Office for the South West
Figure 1 The Study Area of SWARMMS
The plan is address on the predicted and the existing transport problems in the said area. This looks particularly on the opportunities for reduction of congestion by the modal shift and better management added to the choices of taking into the account of improving forward focused (SWARMMS Final Report, 2002).
The major objective of the plan is primarily focus in the issue of tourism as comprising
ranges of schemes and policies which are designed to give solutions on the
transport problems of the study area. The plan had also been incorporated by the other
nine plans wherein the four of which are the multi-modal transport plans on the corridors
and the other two had been planned for addressing the principal urban areas of
Swindon and Bristol. The geographic plan coverage is shown below:
Source: Government Office for the South West
Figure 2 The Geographical Plan Coverage
The theme plan also has the goal of reducing the travel demand growth, the intermodal freight, and the rural access going to the corridors of the main transport. The plan for the rural access and the tourism are also connected whereas there are common influences and the links as being associated (Ibid).
The people behind the plan are the councils of Cornwall and Devon County who submitted the bid for the small scale integrated transport for the context tourism. The bid has the two major recommendations as achieving modal shift for the journeys which was made by the South West visitors and attraction of the additional trips in the public transport. The entire councils agreed in the objectives which relates to tourism as supporting the sustainable tourism and the integration of public and tourism transport which can give the visitors a broader choices of modes. The County wants to invest in the providing the transport infrastructure so that it can support the economy of tourism wherein with the aide of the development of the Environment and Riviera Regeneration Projects in Cornwall, the National Cycle Network, and the Devon’s program for the betterment of comfortable use of Public Rights which is on its way with the Agreement of Public Service. There are also recognitions from the County Council regarding the support of the sustainable tourism which can also have the opportunities in the provision of Jurassic Coast World Heritage Site, the Biosphere Reserve, and the West Devon Mining World Heritage Site. The councils also believe that most of the Actions in Tourism Plan of SWARMMS will definitely involve the working closes to the partners which include the Tamar Area Team of Outstanding National Beauty, South West Tourism, and the train and bus operators. There is also well awareness on the desires of South West Tourism for the region in presenting more consistent and cohesive tourism products which can avail by the visitors. In this regard, with the aide of the plan, it can have the key actions from the Tourism Plan of SWARMMS that can help in achieving this. The Cornwall County Council Joint Bid and the Devon County Council wants to fund the plan which is base on the Tourism Action Plan of SWARMMS. The other stakeholders include North Somerset Council, the Plymouth City Council, and the Bath and North Somerset Council (Cornwall County Council, 2008).
Section 4 Body
In this section, it covers all the necessary data of the plan as the aims, objectives, processes, the description, public participation and stakeholders’ consultation, actions and strategies, and monitoring and evaluation.
4.1 Vision, Goals and Objectives
The primary aim of the report understands the future and the current issue regarding the tourism industry. It has also the aim of understanding the tourism industry’s future aspirations and can also gather information regarding the tourist travel mode within and both to the South West. It also needs to understand the transport impacts for the growth of potential tourist and identify the opportunities in improving the more sustainable benefits of travel in the tourist industry. In this regard, the plan wants also to encourage the tourists in using the public transport as alternative for the private car for the rides in the South West or for the trips around the South West. It can also attract the additional tourism trips through the public transport.
In the tourist industry, it has the primary objective of influencing the tourists’ travel behavior. This report has also goals of becoming more pro-active in giving the information to the public transport and can encourage the guests in considering the alternative transport modes. The attraction by the tourists is also been encourage so that it can develop more significant visitors and to have a better management technique.
The plan also wants to maximize the employment and economic benefits that brought by the tourism, promote the seasonal and geographical spread of tourism, encourage the non-traditional and development popular visitors’ locations, and respects the needs of the customers and the tourist industry. The improvement of the tourist industry which is necessary in the improving the transport and will encourage the people in visiting to the South West. Alleviate congestions and must improve the conditions of the transport corridors. The other particular goals are written in the table which also covers the funds.
4.2 Public Participation and Stakeholders Participation
In doing the plan, there are data that needs to get and study as the number of the tourist trips, contribution to the local economy, the types of tourists, the number of the night stays and the mode of travel. The said information had taken from the tourist organizations, to the Local Authority Sources, to the website and to the other organizations. There are also series of Stakeholders’ meetings and to the interested parties. In this meeting, they can identify the certain problems that the plan is facing. Local authorities which are interested in the plan also include the Devon Country Council, the Cornwall Council, the Plymouth City Council, and the North Somerset Council. The meetings were with the responsibilities of Tourism, Transport, Economic Development, and to the Public Transport. There are also brainstorming that talk about the improvements of the quality of services of transportation in the study area. Upon the implementation of this plan, the public can have the direct access on the transportation organization through the aide of travel agents and the tourist information centers. There are also call centers which the public can acquire valuable services.
4.3 Strategies and Actions
Below are some of the actions of the plan that are the recommendations for the Longer-Distance trips into the South West.
SWARMMS Priority - Reference
Proposed Action/Measure
COST
£'000s
A1
Promote the A39/A361 as a tourist traffic route
40
B1
Promote TOC schemes in discounting rail travel (e.g. Cornwall Rail Card, Wessex Devon Rail Card)
20
E1/E2
Promote TOC/Bus operator schemes in introducing ticketing schemes which allows linked train/bus travel (e.g. Cornwall Bus and Rail Card and First Devon and)
20
B2
Support TOC initiatives to add to the visitors experience as Thames Trains
20
E5
Provide Real Time Bus information in the key point of interchange stations (e.g. Exeter St Davids)
50
E7
Promote the rail lines and branding of buses to develop the image for a seamless journey and give clear tourist identity.
200
F1
Provide secure cycle station lockers
100
F8
Ensure accessibility of the stations for cyclists and the less able
100
J1/J2
Support promotion/ production of days out by train in Cornwall and Devon leaflets while ensuring wider monitoring and distribution.
20
K2
Develop/investigate coach ways as drop off points for key destinations
50
L1
Provide free, bus timetables which are user friendly at tourist information centers, hotels, travel agents, and other key locations
40
L2
Produce 'personalized bus maps' which will be sent out by information providers
40
L3
Provide hoteliers with 'browsers' with public transport information.
30
L4
Provide cycle racks on key routes of buses operating
60
M1/M2/M3
Develop bus services demand responsive to serve rural tourist areas
100
N1 & N4
Encourage development of a network of cycle hire outlets, initiate Internet booking and promote.
60
N5
Advertise and Signpost cycle routes
100
Total
1,050
Source: Cornwall County Council
Table 1
Funding for the Proposed Action
For the evaluation of the proposed action, there will be a large number of alternative routes that the tourists can enjoy. For the general rail, there will be discounts on the rail tickets in order to encourage more tourists. The sleepers can be advantageous but there can also lead to the conflicts as maintenance and other drivers. In the motorail service, there will be a less time required in travelling to Cornwall and to London. The bus and rails are also ne of the most convenient land transportations that the tourists can enjoy so that it can see the view as he is travelling. Since, cycling is one of the centers of tourism, and then it can also encourage the tourists to try and to have the experience of cycling. Most of the actions also in the Longer Distance to South West are in the medium term manner as compared to the travelling.
The plan also has benefits for the tourist industry as it can encourage attractions in the development of the Travel Plans. It can also provide expertise and guidance to facilitate the improvement of the promotions of uptake service from EEBPP and the Travel Plans. It can also let to attract the enhancement and development to the management technique of the visitors when the arrival of the visitors at different time.
The development that was made in the past years by the transport of public operators had been initiated by the Wessex train. The said initiatives are all operating directly to the action points of the Tourism Plan and this can only support the initiatives through the positive promotion working closely to the operators.
It had been known that the demand of the buses offers beneficial of the transport in the rural areas. In this manner, there will be a better transport way and method for the tourists. The responsive services can offer the people in travelling around the place even without the car which can be use as an alternative for the promotions and marketing of the transport mode.
4.4 Tourism Planning Approaches
In the said example, the approaches of the tourism plan is said to be economic/ industry approach as it merely emphasizes on the site consideration and to the land use of zoning. It these manner, according to the meeting of the stakeholders, these had been implemented to create employment as well as earning foreign revenues as it can also improve the terms of the trade and the regional development encouragement. This means that the plan has an economic impact (Hall and Page, 2002, p. 311).
4.5 Sustainability
The plan needs to seek for the sustainable development as it should seek integration over economic, environmental, and to the social sphere. The trades off between the three are only acute questions in the region and needs to have sound evidence. The existing strategic plan made trade off as in the environmental loss which supposedly for the economic gain as in the new road corridor. There are also increase in the capacity and speed of transport links which can only bring benefits to the south west. According to the study of the government regarding the transport and economy, it had been founded that there are no existing links on simple. The government also recognized that that the transport is merely and evidence based and not subjective. It the economic appraisal of the plan has no account on the study and can reduced the perceived peripheral. Though the table is for the public claim, there are still the unproven benefits which are doubled as includes in the criterion.
Section 5 Conclusion
The Plan has many benefits towards the time reliability and the improved journey. This can also boost the tourism and the business for the region in South West in general. The plan has also solid progress and better goals. But, there are also negatives and unawareness that we can detect about the plan.
The plan is considered to be the mixture of local and strategic approach. It has also many desired details with the overall supportive one. Nevertheless, some of the key issues need to be resolved. In the said plan, it should have to reduce the needs in travelling so that it can have the better public transport integration.
Section 6 References
Hall and Page 2002, The Geography of Tourism and Recreation: Environment, Place and Space, Routledge.
London Office for the South West 2002, Government Office for the South West, Halcrow Group Limited.
SWARMMS 2008, Cornwall County Council, viewed 19 April, 2008, https://www.cornwall.gov.uk/index.cfm?articleid=5655.
Transport and SWARMMS 2007, South West of England RDA, viewed 19 April, 2008,
http://www.southwestrda.org.uk/what-we-do/infrastructure/transport.shtm.
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