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Marketing agency and PR specialist appointed for Visit Pembrokeshire

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Visit Pembrokeshire, Wales’ first Destination Management Organisation (DMO), which launched on 16th November 2020, said in a statement that it is delighted to announce that it has appointed both a marketing agency and a PR specialist.

In a statement, Visit Pembrokeshire said: “This is to help bring to life the county’s 2020-25 Destination Management Plan and to deliver a tourism campaign over the next 12 months.

“Following competitive pitches for both positions, Visit Pembrokeshire confirms that mr.h has been appointed as the marketing agency to develop a new brand identity and shared narrative for Pembrokeshire. The company specialises in the travel and lifestyle sectors and has been tasked with raising the profile of Pembrokeshire, including the destination’s year-round offering, dispersing visitors across the county and driving growth in the visitor economy.”

Also appointed is the experienced public relations specialist Travel PR, which will work in partnership with mr.h and the in-house team at Visit Pembrokeshire.

The shared aim of the agencies is to build awareness of Pembrokeshire’s many wonderful attributes, its ease of access and its year-round offerings – from its stunning coastline to its incredible range of authentic experiences. Growing tourism in a responsible and sustainable way is seen as vital.

The marketing campaign is being funded in part through the Enhancing Pembrokeshire Grant, a scheme which raises funds via second-home council tax premiums. Visit Pembrokeshire was awarded funds to launch an integrated 12-month marketing and PR campaign to grow the value of tourism in the county. Says Emma Thornton, Chief Executive, Visit Pembrokeshire: “This is an exciting step forward for Visit Pembrokeshire. These appointments come at an important time and will support destination recovery. Local businesses and the wider community will benefit from the investment, particularly given the challenges that the tourism industry has faced over the past year.”

Pembrokeshire County Council’s Cabinet Member for Economy, Tourism, Leisure and Culture, Paul Miller, says: “I’m delighted that Visit Pembrokeshire has made these high-quality appointments which will help to take Pembrokeshire to the next level, ensuring it is rightly seen as a world-class destination. I’m determined to support this industry which is so vital to jobs and our economic vitality, whilst ensuring that we manage the destination in a sustainable way to protect what makes it so special.”

Business

Role of Tourism Minister disappears – again

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WELSH tourism leaders have once again found themselves in the position where they have to ask a new First Minister to appoint a Minister with explicit responsibility for Tourism, following the recent Cabinet reshuffle.

The Wales Tourism Alliance, together with the Chairs of Welsh Government’s own Regional Tourism Fora wrote to Eluned Morgan when it was unclear what had happened to the express reference to a tourism Minister or Deputy Minister as in the past. The letter was also signed by Wales’s main independent destination management and marketing organisations; Visit Mid Wales, Visit North Wales and Visit Pembrokeshire. Representatives of the primary sectors within the industry, notably accommodation, added their signatures, as did representatives of the rural and retail economies of Wales.

Suzy Davies, Chair of the Wales Tourism Alliance said: “It’s a shame we have to make this case yet again. Unlike other nations of the UK, responsibility for tourism as an industry – it’s not just promotion – is retained within Welsh Government. It’s not an arms length body with the ability to make its own partnerships to raise money, or with a route to change leadership without a Senedd election.

“As a result it needs a Minister who has the time and focus to lead, find resources, accept accountability and champion the industry at Cabinet level.

“In the meantime, we welcome Rebecca Evans to her role as Cabinet Secretary for the Economy and look forward to meeting her soon. Tourism has faced yet another difficult year, with the poor weather really not helping to extend the season on top of well-rehearsed challenges around the cost of doing business, the pressure in holidaymakers’ own purses, and a slew of government policies, so we need that champion within Welsh Government.

‘’It will also be a chance for us to reinforce our position that the relationship between governments and the tourism industry should not be about setting fires and putting them out. It’s less exhausting and more productive to give weight to industry voices as we saw during lockdown. We all want our industry to prosper safely, sustainably and responsibly.

“We also hope that looking at policy through the lens of the economy rather than the finance brief will be a help in understanding the value of the tourism ecosystem; its role in a number of areas of government policy, and why it’s so important to protect it from collateral damage as well focusing on Visit Wales’s much-appreciated promotion work.”

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Business

Welsh Secretary champions world-leading compound semiconductor cluster

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SECRETARY of State for Wales, Jo Stevens, has commended Newport’s compound semiconductor cluster for its significant contribution to the UK’s economic prosperity while exploring avenues for its continued growth.

Compound semiconductors are integral to a multitude of products, including electric vehicles, solar panels, and smartphones. These materials are expected to play a critical role in the evolution of emerging technologies such as driverless cars and artificial intelligence.

During her visit, Stevens witnessed the cutting-edge research and innovation taking place at Newport’s compound semiconductor cluster. She met with staff at CSA Catapult and CSconnected, part of the South Wales Semiconductor Cluster, and was given a tour of their state-of-the-art facilities.

CSA Catapult is recognised as the UK’s leading authority on compound semiconductor applications. The organisation collaborates with industry, start-ups, and academic institutions to advance research and bring commercially viable solutions to market.

A recent report from the Welsh Economy Research Unit at Cardiff University revealed that CSA Catapult’s projects have created or safeguarded over 4,000 jobs from 2019 to 2023. This includes the creation of 1,325 full-time positions, contributing an estimated £600 million in gross value added (GVA) to the UK economy.

Welsh Secretary Jo Stevens told The Pembrokeshire Herald: “Wales has incubated this high-tech, world-leading industry in Newport, which has so much potential for the future. Their work forms a critical part of the technology we rely on day-to-day, but also makes a huge contribution to our clean energy ambitions and even national security.

“The compound semiconductor cluster is vital for our economy, with innovative businesses supported by the Catapult creating high-skilled, well-paid jobs that bring prosperity and opportunity to South Wales.

“We will back innovative businesses like this to the hilt as we fulfil the UK government’s mission to drive economic growth.”

Howard Rupprecht, Director of CSconnected, said: “We have seen exceptional economic growth over the last five years as our local industry takes advantage of a semiconductor market that is set to surpass $1 trillion per annum by 2030.

“Our semiconductor jobs are knowledge-intensive, highly paid, and are very ‘sticky,’ not being susceptible to global ‘offshoring’. We are positioned to further accelerate growth through the SE Wales Investment Zone and look forward to working with the UK government on the development of their forthcoming Industrial Strategy.”

Martin McHugh, Chief Executive Officer of CSA Catapult, added: “We were pleased to be able to show the Secretary of State our facilities and how our work contributes to the local Welsh and UK economies. Through our collaborations with organisations in Wales and across the country, we’re helping to create growth and safeguard jobs and are making a significant contribution to the UK’s productivity.”

The compound semiconductor cluster in Newport continues to position Wales as a leader in this crucial technology sector, promising further economic growth and high-quality job creation in the years to come.

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Business

Carmarthenshire celebrates 60% gigabit connectivity milestone

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THE RURAL Welsh county of Carmarthenshire is celebrating a major achievement in its quest for improved digital infrastructure, as it reaches the milestone of 60% gigabit broadband connectivity. This is a significant leap from just 25% in 2021, marking a pivotal step in the region’s digital transformation.

The Swansea Bay City Deal’s Digital Infrastructure Programme has been instrumental in driving this progress, with a focus on enhancing broadband access in hard-to-reach areas. The success is largely attributed to the county’s Digital Champions, who have worked tirelessly with stakeholders, including alternative network providers (AltNets) Voneus and WeFibre, mainstream providers like Openreach, and local communities. Their efforts have been key in raising awareness of the benefits of high-speed connectivity and how to achieve it.

Carmarthenshire’s commitment to its ‘connectivity through collaboration’ ethos has been a cornerstone of its strategy. By strengthening digital infrastructure, the county aims to ensure reliable connectivity for all residents and businesses, promoting both social and economic growth.

Cllr Hazel Evans, Cabinet Member for Regeneration, Leisure, Culture and Tourism, praised the achievement:
“This is a huge leap in progress for a county that has many harder-to-reach areas. It’s encouraging to see so many more people now have the improved connectivity needed to thrive both socially and economically. I’m confident that we shall take this much further to achieve a fully digital inclusive Carmarthenshire in the future.”

The achievement not only offers immediate social and economic benefits but also opens the door for further inward investment, particularly in sectors like tourism and agriculture that stand to benefit from emerging technologies.

The county’s success has been bolstered by close collaboration with the UK Government’s Department for Science, Innovation and Technology (DSIT) and the Welsh Government. These partnerships have facilitated crucial funding streams and empowered local communities to advocate for better digital infrastructure in their areas.

Behind the scenes, the work of Carmarthenshire County Council has been integral to reaching this milestone. Key contributors include supportive community and county councillors, as well as the planning, infrastructure, and highways departments, all of whom have played a role in the successful delivery of broadband projects.

Simon Davies, Head of Economic Development and Property at Carmarthenshire County Council, lauded the collective effort:
“Reaching the 60% full fibre milestone in the county is a fantastic achievement. It wouldn’t have been possible without the dedication of our Digital Champions and the collaborative efforts of numerous internal departments. Working closely with the Digital Infrastructure Team, I’m certain we will continue to increase that percentage, ensuring no one is left behind.”

Carmarthenshire’s journey towards digital inclusion is already having a marked impact. With 60% gigabit connectivity now a reality, the Digital Infrastructure Programme team is aiming even higher, working in collaboration with UK Government initiatives such as Project Gigabit. The goal is to position Carmarthenshire as a leading digital county, supporting the prosperity of its businesses and communities.

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