Hotels in Vale of Glamorgan need to work together to promote the area, according to the chairman of Penarth Tourism & Visitor Association (PTVA).
The latest figures from the Welsh Government show the number of overnight stays in Wales fell by 9% in the year up to September 2017, to 31 million. The PVTA says businesses from the different towns in the Vale should promote the things they have in common.
But some suggest each resort should celebrate its own unique differences.
Penarth is one of the wealthiest areas in South-East Wales, and has a long history as a seaside tourist destination. Anthony Ernest has run the Brecon Lodge B&B in the town with his wife for over 20 years, and also chairs the PVTA.
He said co-operation between different areas of the Vale is important to compete with cheap holidays abroad.
“The biggest threat of overseas holidays, particularly with people travelling long distance now,” Mr Ernest said.
“The challenge for Penarth and the Vale is bringing people in from England and near Europe. Towns tend to be quite individualistic, but actually we are all complementary to one another. We can make a very wide-ranging offer to the visitor.”
But not all hospitality businesses share the Ernest’s view. Ian Pollock is the general manager of Holm House, an upmarket hotel in the town. He suggested that the best option for the town would be to make the most of its proximity to both the capital and rural areas in the Vale.
“I think Penarth being seen as a seaside suburb of Cardiff is best. People can see there are benefits to the city, such as seeing concerts, the theatre and sporting events – but they don’t want the hustle and bustle at night. For Penarth, as we’re on the edge of the Vale and on the edge of Cardiff, I think we have the opportunity to get the best of both worlds.”
