Valleys Regional Park Comes Highly Commended

Every part of the British Isles has the potential for tourism. Some such as the Yorkshire Dales, Peak District and Dartmoor having been making a healthy living out of it for some considerable time, dating back to the period when the Victorians became the first tourists, and the majority of the most popular coastal resorts can trace the seeds of their success back to the advent of the trains.

Higher valley profile on the way

Some areas, however, are slightly newer to the game. Many are newcomers to the party because their heritage has an industrial base, and it is only now, as the effect of heavy industry fades away, that tourism is seen as an alternative way of earning a living.

One such area is the valley region of South Wales, which at its peak provided the coal, iron and steel that made Britain a world force. Industrial historians all agree that prior to the advent of the Industrial Revolution, the South Wales Valleys was probably one of the most beautiful areas of Britain, with a dramatic landscape that was covered in dense forests.

The industry is now gone and the scars are slowly healing. As a mark of the progress that is being made, tourism chiefs are expressing disappointment that the area has just missed out on a world tourism award after being shortlisted for its drive to boost visitor numbers.

The area had been nominated for the best responsible tourism destination in the World Responsible Tourism Awards but lost out to a scheme from Brazil. However, judges highly commended the Valleys Regional Park which uses 280 volunteer ambassadors to promote the region.

Their place of work is the industrial valley areas from Carmarthenshire to Torfaen, and as a sign of the progress that is being made, the valleys were the only UK destination included in the eight-strong award category.

Sixty organisations have been involved in the creation of  the Valleys Regional Park, whose remit is to change perceptions of the Welsh valleys and portray them as a desirable place to live, work and visit.  Indeed, taxi drivers in Merthyr Tydfil are among the volunteers who have trained to become tourism ambassadors. The volunteers were encouraged during their training to look at their area through the eyes of tourists, anticipating the sights they might want to see on their visit.

Ambassadors will be from different walks of life, including local business people, teachers, park wardens and choir members. Alongside of this, there has also been a marketing campaign to promote the area and some of the Valleys Regional Park's projects have included new walking and cycle routes.

Speaking before the awards ceremony in London on Wednesday, park community tourism officer Joe Newbury, said: "The valleys as a place to visit has many great assets but its most important natural resource is the warmth and hwyl of the valleys people.

"We believe that the best ambassador for an area is someone local, someone who knows the place and can offer the visitor a real, warm and authentic experience. Local pride cannot be emulated.  We are thrilled that this is being recognised."

It is the tenth year of the World Responsible Tourism Awards, which were formed  to celebrate the most inspiring stories in responsible tourism. The overall winner for 2013 was the travel company TUI Netherlands, while the winner of the best responsible tourism destination category was Bonito in Brazil. It is known for its clear waters, caves, mountain and forests with diverse wildlife.

The Valleys Regional Park was highly commended along with other two other entries from Austria and Kenya.

                                                          The Valleys Regional Park
                                                  World Responsible Tourism Awards