Adfer and React Provide a Much-Needed Shot in the Arm; UNION VIEW - DIVERSIFICATION: Farmers Desperately Seeking Ways of Recovering from Critically Reduced Cash Flows

Western Mail (Cardiff, Wales), October 23, 2001 | Go to article overview

Adfer and React Provide a Much-Needed Shot in the Arm; UNION VIEW - DIVERSIFICATION: Farmers Desperately Seeking Ways of Recovering from Critically Reduced Cash Flows


Byline: PETER ROBERTS FUW spokesman

THE prolonged foot-and-mouth crisis has undoubtedly hit farm tourism hard this year and Welsh farmers involved in diversification are desperately seeking ways of recovering from criticallyreduced cash flows.

Yet there is no cast-iron guarantee that there will be a sufficient revival of farm tourism business next year to restore confidence and produce an overdue boost in incomes to make up for this year's losses.

Although the September 11 atrocities in the United States will have an adverse effect on tourism throughout Britain, Welsh farm tourism operators believe the effects of reduced numbers of American visitors will not be so great here because they tend to stay in places like London, York, Chester, Stratford-on-Avon, Scotland and Eire.

Visitors from the Low Countries on the other side of the English Channel - Holland, Belgium and Luxembourg - who find the mountains, valleys and coastline of Wales more attractive than the rural areas of their own countries are far more important to Welsh farm tourism.

Hopefully they will continue to come over in the same sort of numbers, at least, of previous years because of the greater variety of air, rail and sea routes that are now available.

So the Farmers' Union of Wales enthusiastically welcomes the Wales Tourist Board's marketing replacement fund Adfer and its React (Recovery Assistance for Competitive Tourism) scheme which could provide a much-needed shot in the arm for tourism businesses experiencing trading downturns as a consequence of the foot-and-mouth crisis.

The Adfer fund will assess the level of revenue lost to the business, the amount of money spent on eligible marketing activities in 2001 (before the FMD outbreak) and will replace a percentage of that money which must be spent on readvertising or remarketing the business. …

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