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Select Committee · Welsh Affairs Committee

Wales as a global tourist destination

Status: Closed Opened: 8 Feb 2022 Closed: 7 Mar 2024 13 recommendations 5 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.

Government response. 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.
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 …

Government response. 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.
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. 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 …
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 ↗