Monmouthshire County Council’s tourism team is reaching for the skies with the launch of the 2011 Wye Valley & Vale of Usk visitor guide. Dark skies to be precise, for parts of Monmouthshire are among the best places nationally to view the night sky.
The north-western reaches of the county are blessed with low levels of light pollution, meaning that thousands of stars may be visible through telescopes or even to the naked eye. Recently highlighted by the BBC’s Stargazing Live programme, dark sky tourism is just one of the latest trends in leisure tourism explored in the new edition of the visitor guide.
As well as having an eye to the future, the visitor guide also reveals the past, especially how local people have shaped the landscape and rebuilt community spirit. Its first feature contains a beautifully written ode to the Llanthony valley, the setting for a forthcoming film based on Resistance, the debut novel by local author and poet Owen Sheers. In the guide, Owen reveals the astonishing true story behind the novel and how the Monmouthshire landscape has provided inspiration throughout his career.
Published by Monmouthshire County Council, with support from Newport City Council, the Wye Valley & Vale of Usk visitor guide is the main source of printed information for visitors, providing details of what’s on and where to stay in the two local authority areas. 70,000 copies of the visitor guide have been printed, for distribution via Visit Wales campaigns, direct mail, brochure panels, promotions, business outlets and tourist information centres (TICs). An e-brochure version will also be available to read online via the recently relaunched destination website, visitwyevalley.com.
What’s special about this visitor guide is that locals have been asked for their ideas and suggestions for content. This led to the inclusion of more topical features including a look at rural pubs that are bucking the trend for closure and how to visit without leaving large (carbon) footprints.
Mark Jones, MCC’s Tourism Marketing Officer, said, “We make every effort to promote the “real” destination, without false promises or platitudes, letting its beauty and culture speak for itself. Key to this are the business people, whose attention to detail makes this such a high quality destination, and the residents who contribute to the friendly atmosphere that visitors love to experience.”
The visitor guide is an important element of the Wye Valley & Vale of Usk marketing campaign which also includes the website, visitwyevalley.com, regular e-newsletters and social media content, as well as the online visitor survey.
Copies of the guide are available from tourist information centres nationally, and local tourism business operators can order supplies from their nearest TIC.
