HE may have been born 100-years ago but Welsh poet and writer Dylan Thomas is still one of Carmarthenshire’s most powerful tourism assets.
He composed most of his greatest works in his Laugharne shed which continues to attract great numbers from far afield whenever events are staged in his adopted home of Laugharne.
Carmarthenshire council commissioned Strategic Marketing to conduct a survey of visitors to Laugharne during this summer’s Dylan Thomas centenary celebrations.
County marketing and tourism officer Sarah Owen said: “The objective was to understand in more detail the profile of visitors and their overall experience and perception of Carmarthenshire as a place to visit.
She admitted: “There were quite a few surprises. A significant proportion of visitors travelled to the events from England with many making journeys of several hours. One in six travelled from South East England. 20per cent of Dylan’s events visitors had never been to Carmarthenshire before. These visitors spent much more on accommodation, an average of £62 per person per night than repeat visitors who averaged £41 per person per night. New visitors also spent much more on eating out an average of £47 per party compared with £28 for repeat visitors per party.
A total of 62per cent said their main reason for visiting Carmarthenshire was to visit Dylan Thomas events, More than half – 56per cent – originated from South East or South West Wales. However, only five per cent of visitors travelled from North or neighbouring Mid Wales.
Half those visiting were couples and 21per cent were in groups of friends although the events proved less popular among groups with children.
Unsurprisingly, the vast majority of those questioned, 87per cent said they would definitely return to Carmarthenshire and 91per ventsaid they would recommend Carmarthenshire. The 2013 Visit Wales Information Needs research confirmed that shared experiences from friends, relatives and colleagues is one of the most powerful influences on new destination choice.
County executive board member for leisure services Cllr Meryl Gravell said: “You can never underestimate the enormous value of Dylan to the county’s tourism industry. We have so many diverse attractions from castles to beaches with so much more in between.
“Scrutiny of the survey shows us that we are possibly overlooking capitalising on an opportunity to introduce more to Dylan closer to home like our friends in North Wales. Startingly, more visit from Europe.”
George Tremlett, owner of Corran’s Book store said many more people were viewing Laugharne as a place to visit with significant impact made during the centenary events.
He said: “The re-opening of Browns Hotel with the Three Mariners and Browns both now offering accommodation meant there were 30 new bed spaces and this had made a real difference to the town’s fortunes.
“The council produced the Laugharne leaflet has proven to be very popular. There has been significantly more footfall resulting in our book store witnessing an increase in sales despite most of our sales achieved online. The two new coffee shops in Laugharne have been very busy too.”
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