1. The Blaenavon Industrial Landscape: first steps in estimating tourism economic impacts Jane Bryan Welsh Economy Research Unit March 22 nd 2010

2. Background to the 2000 Study Tourism – a fast growing sector & a realistic economic development option Blaenavon gained World Heritage Site Status in 2000 Industrial Heritage Tourism poses a number of challenges: > Associated with environmental damage & depressed communities > Niche market & uncertainties re visitor numbers > Needs careful interpretation to ensure visitor satisfaction >Site Issues: spatially extensive, expensive to repair, and Health & Safety concerns

3. The Objectives of the Blaenavon Study To estimate the potential socio-economic impacts of the wider Blaenavon regeneration project (2001-2004): Big Pit Blaenavon Ironworks St Peter’s Church and school Blaenavon access and townscape Factory Space on Gilchrist Thomas Industrial Estate Interpretation infrastructure

4. Development Phase (Once-only Construction Spending Impacts)

6. Development Phase Employment Effects

7. Blaenavon Industrial Landscape - Operational Phase The economic impact arising from site operations is dependent on visitor demand; in turn determined by complex interactions between: Presence (or otherwise) of rival UK industrial attractions (Ironbridge has 8 museums, covers 80 acres and attracts 300,000 visits per annum). Attractiveness of associated on-site facilities. Attractiveness of neighbourhood. Marketing focus and penetration. Estimates produced in the report were considered to be conservative, and were based on pre-2000 visits to Big Pit.

8. Estimated Visitor Numbers

9. Potential Long Term Impacts

10. Thoughts from 2001: Maximising the benefits of the Blaenavon Development In the construction phase: Involving as many local companies in the construction phases (i.e public sector tendering processes that are local-friendly, in small batches) Throughout operation, capturing as much visitor spend as possible by: Encouraging the development of the town’s retail and food offer, Providing the right infrastructure e.g. pedestrianisation to the focal point of the town, Sensitively engaging the local community, Raising the standards of the local accommodation to ensure fulfillment of expectations created by the all-Wales marketing efforts, Coordinated marketing effort between adjacent regional tourism partnerships/stakeholders.