Select Committee · Welsh Affairs Committee

Wales as a global tourist destination

Status: Closed Opened: 8 Feb 2022 Closed: 7 Mar 2024 14 recommendations 4 conclusions 1 report

The Welsh Affairs Committee has launched an inquiry which seeks to explore the current position of the tourism sector in Wales and the steps the UK Government can take to help promote Wales to the world.

Clear

Reports

1 report
Title HC No. Published Items Response
Fourth Report - Wales as a global tourist destination HC 220 12 Jul 2023 18 Responded

Recommendations & Conclusions

3 items
2 Recommendation Fourth Report - Wales as a global touri… Acknowledged

Strengthen Wales' international marketing with a clear brand to attract more overseas tourists

We believe that there a is lack of awareness of Wales’ strengths as a holiday destination. Wales lacks a coherent brand for the overseas market. Marketing of Wales must be stronger, with a clear theme devised to attract international tourists based on Wales’ unique strengths and attractions. Read more

Government response AI summary
VisitBritain will continue to work closely with Visit Wales to ensure Welsh products are incorporated in their activity, and Visit Wales is an active part of VisitBritain's Strategic Partner Framework.
Read full response →
Wales Office
3 Recommendation Fourth Report - Wales as a global touri… Acknowledged

Empower Visit Wales to swiftly capitalise on new international marketing opportunities.

We believe that there is substantial potential for growth in the Welsh tourism market as the global economy recovers post covid-19, and that the tourism bodies responsible for promoting Wales need to grasp that opportunity. Visit Wales must be nimble enough to capitalise on emerging opportunities to market Wales to … Read more

Government response AI summary
VisitBritain will continue to work closely with Visit Wales to ensure Welsh products are incorporated in their activity, and Visit Wales is an active part of VisitBritain's Strategic Partner Framework.
Read full response →
Wales Office
5 Recommendation Fourth Report - Wales as a global touri… Acknowledged

Investigate collaborating with the Welsh diaspora to boost heritage attachment and international visitors.

Visit Wales should investigate working with the Welsh diaspora to increase the diaspora’s attachment to its Welsh heritage, with a view to increasing international visitors to Wales. (Paragraph 40) Role of VisitBritain in promoting Wales

Government response AI summary
The government acknowledges support for Visit Wales' work in this area and highlights existing UK government efforts, such as securing UNESCO World Heritage status for the Slate Landscape of Northwest Wales and National Lottery Heritage Fund grants, which promote Welsh heritage to attract visitors.
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Wales Office

Oral evidence sessions

5 sessions
Date Witnesses
1 Feb 2023 Duncan Parish · Department for Digital, Culture, Media and Sport, Heledd Owen · Welsh Government, Jason Thomas · Welsh Government, Patricia Yates · VisitBritain/VisitEngland, Rt Hon Stuart Andrew MP · Department for Culture, Media and Sport, Vaughan Gething MS · Welsh Government View ↗
20 Jul 2022 Anthony Pickles · VisitBritain, Professor Annette Pritchard · Leeds Beckett University, Professor Dorothy A. Yen · Brunel University London View ↗
15 Jun 2022 Ian Roberts · Portmeirion Cymru, Paul Lewin · Ffestiniog and Welsh Highland Railways, Sean Taylor · Zip World, Stephen Davies · Penderyn Distillery View ↗
25 May 2022 Camilla King · Llangollen International Musical Eisteddfod, Fiona Stewart · Green Man Festival, Graeme Farrow · Wales Millennium Centre, Louise Miles-Payne · UK Theatre, Matthew Williams · Welsh Sports Association View ↗
20 Apr 2022 David Anderson · National Museum Wales, David Chapman · UK Hospitality, Gwyneth Sweatman · Federation of Small Businesses Wales, Ian Edwards MI FIH · The Celtic Collection and ICC Wales, Rebecca Williams · The Crown Estate, Suzy Davies · Wales Tourism Alliance View ↗

Who gave evidence

24 witnesses
WitnessOrganisationSessions
Anthony Pickles · Former Head of Tourism Affairs VisitBritain 1
Camilla King · Executive Producer Llangollen International Musical Eisteddfod 1
David Anderson · Director General National Museum Wales 1
David Chapman · Executive Director for Wales UK Hospitality 1
Duncan Parish · Deputy Director for Tourism and Cultural Diplomacy Department for Digital, Culture, Media and Sport 1
Fiona Stewart · Managing Director Green Man Festival 1
Graeme Farrow · Artistic and Creative Director Wales Millennium Centre 1
Gwyneth Sweatman · Head of Communications Federation of Small Businesses Wales 1
Heledd Owen · Deputy Director of Marketing Welsh Government 1
Ian Edwards MI FIH · Chief Executive The Celtic Collection and ICC Wales 1
Ian Roberts · Finance Director Portmeirion Cymru 1
Jason Thomas · Director of Culture, Sport and Tourism Welsh Government 1
Louise Miles-Payne · Director, Creu Cymru and Board Member UK Theatre 1
Matthew Williams · Policy and Communications Manager Welsh Sports Association 1
Patricia Yates · Chief Executive VisitBritain/VisitEngland 1
Paul Lewin · General Manager Ffestiniog and Welsh Highland Railways 1
Professor Annette Pritchard · Professor of Tourism Management Leeds Beckett University 1
Professor Dorothy A. Yen · Professor in Marketing, Brunel Business School Brunel University London 1
Rebecca Williams · Director of Devolved Nations The Crown Estate 1
Rt Hon Stuart Andrew MP · Minister for Sport, Gambling and Civil Society Department for Culture, Media and Sport 1
Sean Taylor · Founder and President Zip World 1
Stephen Davies · Chief Executive Penderyn Distillery 1
Suzy Davies · Chair Wales Tourism Alliance 1
Vaughan Gething MS · Minister for Economy Welsh Government 1