ABERGAVENNY'S Tourist Information Centre could be saved from closure according to a new report into the future of the outlets across Monmouthshire.

Kellie Beirne, Monmouthshire County Council's Chief Officer for Regeneration and Culture details how the county's three TICs should operate over the next five years and beyond, by operating a new business model and run the centres as 'mini-businesses' generating income to offset running costs.

The report, which is due to be presented to the Economy and Development Select Committee today (Thursday), suggests that the authority allows for re- investment in both physical and virtual TICs.

Throughout the review, Abergavenny's shared service approach with the Brecon Beacons National Park for the town's Tourist Information Centre has been held up as a 'good practice' model.

The Park authority acknowledges that a digital future is the right one, but expresses a desire to work together in moving the service on and ensure that the optimum balance of 'physical and virtual' TIC is achieved.

Ms Beirne said: "It is also clear that local small scale tourism businesses want help and guidance in relation to getting their services on line and this is certainly an opportunity for Monmouthshire County Council to develop on the back of the hi-tech web development services based at the Shared Resource Centre.

"Other views include the need to be more proactive in terms establishing a 'Monmouthshire brand'. The Park's authority has recently been awarded its destination status by Visit Wales and their message is that if the evidence base is in place and the support is there – driving a new brand is do-able. In terms of the longer-term future of the shared service, we need to create shared facilities spaces that are modern, dynamic and multipurpose."

One option that seemed to gain credence through the course of the review, was that of the future configuration of the local TIC is within the new Abergavenny library complex.

Ms Beirne added: "The strong view is that TICs and new technologies must play a part in creating visibility for those areas and attractions that are in the furthest reaches of the destination."

The budget for TICs in 2011/12 remains at £180k. Although there is a commitment to continue funding the shared service in Abergavenny with Brecon Beacons National Park, which has assumed its own business modelling approach.

"The sensible thing at this stage seems to be to give staff the responsibility for driving forward the new 'mini-business' programme in line with the income generation plan they have developed and whilst objectives will be set for new income," added Ms Beirne.

The report suggests a number of examples in promoting the Monmouthshire brand which exploits the growth in the local food industry overarching the Abergavenny Food Festival.

However, while embracing new technology as a key consideration to engaging new customers to the tourism website and in turn new visitors, Ms Beirne pointed out a fear of 'going too far' and disengaging "our characteristic middle aged visitor"

She added: "It is clear that more must be done to open Monmouthshire up to a new demographic and create a dynamic TIC environment to support these ideals where a strong commercial focus is required.

"The business plan represents a new future for TICs and combined with investment in new digital technologies would see the TICs fundamentally develop over time.

"The visitor centre at Crickhowell is referred to several times in the review responses as a best practice model. The centre comprises a café, internet and

wi-fi facilities, local produce and merchandise, a dedicated IT room and a gallery.

"This is an ideal opportunity to reinvent our Tourist Information Centres for the 21st century and develop robust business models for their future evolution. Staff members do not just have to constitute a team of paid employees; volunteers and trainees must also form part of the future.

"At present, visiting hours are not wholly customer friendly and more thought needs to be given to how TICs contribute to the destination's 'sense of place'."