Recommendations & Conclusions
9 items
1
Conclusion
Fourth Report - Wales as a global touri…
Accepted
Wales has a unique culture and language, boasts some of the most spectacular landscapes in Europe and offers a wide range of sporting activities. We are concerned by Wales’ relatively low profile overseas and that it attracts such a small proportion of the international visitors coming to the UK.
Government response. VisitBritain says it already works closely with Visit Wales to ensure Welsh products are incorporated in all their activity and that VisitBritain's international marketing campaigns are part of the GREAT programme.
Wales Office
4
Recommendation
Fourth Report - Wales as a global touri…
Accepted
We recommend that VisitBritain and Visit Wales work together to develop a strategy, by February 2024, for promoting Wales as a first-choice destination for international visitors to the UK. A key aspect of this should be the development of a distinctive brand that raises awareness of Wales, which can be …
Government response. The government states that VisitBritain and Visit Wales already work closely to incorporate Welsh products in campaigns, with Visit Wales leading on its own brand which VisitBritain integrates into the GREAT Campaign. Their Strategic Partner Framework provides an existing mechanism …
Wales Office
6
Conclusion
Fourth Report - Wales as a global touri…
Accepted
It is important that UK Government bodies responsible for promoting Wales abroad reflect the distinct identity of each part of the UK in their activities. We are not convinced that VisitBritain is achieving all it can on behalf of Wales. A single Chief Executive for both VisitBritain and VisitEngland does …
Government response. VisitBritain says it recognises the importance of marketing in supporting the wider visitor economy, ensures all parts of Britain are sold in international markets, and ensures all Welsh content is shared with Visit Wales.
Wales Office
7
Conclusion
Fourth Report - Wales as a global touri…
Accepted
VisitBritain does not sufficiently promote Wales in its marketing materials, nor does it make a focused offering to international tourists of Wales’ attractions. Wales can be reached from London within a few hours. However, it is often not included in UK holiday packages offered by tour operators. (Paragraph 60) Wales …
Government response. VisitBritain says it recognises the importance of marketing in supporting the wider visitor economy, ensures all parts of Britain are sold in international markets, and ensures all Welsh content is shared with Visit Wales.
Wales Office
8
Recommendation
Fourth Report - Wales as a global touri…
Accepted
When developing a joint strategy to promote Wales, as a distinct destination, we recommend that VisitBritain and Visit Wales encourage tour operators to include Wales in UK holiday packages. We expect VisitBritain to report its progress on this issue by February 2024.
Government response. VisitBritain and Visit Wales already work closely, with VisitBritain organizing trade events and fam trips for international buyers and media, and offering grant funding to promote Wales within UK packages. The response notes that uptake by Welsh businesses for these …
Wales Office
9
Recommendation
Fourth Report - Wales as a global touri…
Accepted
VisitBritain should make improvements to better reflect Wales as a distinct location, with an increased Welsh presence in its marketing materials and a greater number of Welsh tourism offerings featured on its website. VisitBritain should report to us on progress made by February 2024.
Government response. The government states VisitBritain already promotes Wales by including Welsh offers on its new commercial website, sharing content with Visit Wales for feedback, and actively working to increase the number of Welsh products available on the VisitBritain shop.
Wales Office
11
Conclusion
Fourth Report - Wales as a global touri…
Accepted
During our inquiry, we have heard different messages regarding the levels of engagement between VisitBritain and Visit Wales. We welcome recent efforts to improve this relationship. This must remain a priority, as good co-ordination is necessary to marketing Wales in a consistent manner.
Government response. VisitBritain states that it meets quarterly with Visit Wales, VisitScotland, Tourism NI and London & Partners to share recent work and discuss topics of common interest and work closely with Visit Wales located in 16 countries globally.
Wales Office
12
Recommendation
Fourth Report - Wales as a global touri…
Accepted
We were very pleased with the level of co-operation we found between Visit Wales and VisitBritain in New York and Washington. We recommend that this level of co-operation is replicated across the UK’s and Welsh Government’s other overseas offices.
Government response. The government states that VisitBritain's in-market teams already work closely with Visit Wales across 16 countries, supported by a strategic partner framework, regular meetings, and shared priorities to promote Britain.
Wales Office
14
Recommendation
Fourth Report - Wales as a global touri…
Accepted
VisitBritain and Visit Wales, in fulfilling the various other recommendations made in this Report, should assess how they can better collaborate, including in the sharing of data. (Paragraph 83) Transport infrastructure and Visitor Levy
Government response. The government states that VisitBritain and Visit Wales already collaborate regularly through quarterly meetings, jointly funded data trackers, and a strategic partner framework, which includes sharing data and promoting Britain globally.
Wales Office