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Destination management

Management of the destination for visitors and residents is guided by Monmouthshire’s strategic Destination Management Plan. The previous Plan, which ran to 2020, has been reviewed and a new draft Plan developed based on in-depth research and collaboration with a wide range of local, regional and national partners. Monmouthshire's new draft Destination Management Plan sets out a clear direction for the future, as well as an ambition and roadmap for developing the visitor economy within the county to 2030. The Plan will remain draft while it progresses through Monmouthshire County Council's political processes in Autumn 2025 for approval.

While the Plan has been commissioned by Monmouthshire County Council, it is designed to provide a common direction for all public, private and third-sector organisations with an interest in nurturing tourism to bring positive benefits to our communities. The Plan has been developed to support the Council’s vision of ensuring that our ‘communities are socially and economically sustainable by attracting and retaining younger people to rebalance our ageing demographic.’ This has driven the Destination Management Plan’s focus on revitalising our towns and landscapes; on developing more dynamic experiences for new generations; and on gradually evolving the destination or place brand so that it firmly positions Monmouthshire as an inspiring and relevant place to stay, invest and live.

We want to deliver three strategic priorities to help make that a reality. They all support Monmouthshire County Council’s broader socio-economic aims and align with Welsh Government’s tourism and future generation goals. Through this Plan we seek to:

Revitalise the county’s characterful towns and villages through high-quality tourism.
Reignite our natural landscapes with activity and adventure, in ways that are sensitive and creative.
Develop imaginative experiences with a distinctive sense of place that enrich our quality of life.

Monmouthshire is the birthplace of British tourism, and now we want to shape its future. Our guiding purpose: to become a blueprint for a new generation of regenerative rural destinations. And the most inspiring, connected and welcoming place in Wales to stay, invest and live.

If you are a Monmouthshire resident, or involved in Monmouthshire's visitor economy, please send any comments on the draft Plan to tourism@monmouthshire.gov.uk before 9^th October 2025.

Monmouthshire's Draft Destination Management Plan 2025 - 2030.

Monmouthshire’s Destination Partnership