Source · Select Committees · Welsh Affairs Committee
Recommendation 1
1
Accepted
Paragraph: 36
Wales maintains a low international profile, attracting few overseas visitors to the UK
Conclusion
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 Summary
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.
Paragraph Reference:
36
Government Response
Accepted
HM Government
Accepted
VisitBritain has worked closely with Visit Wales for many years to ensure Welsh products are incorporated in all their activity. VisitBritain promotes Britain abroad by running campaigns in best prospect markets to maximise their reach and impact. They generate a return of investment of £21 for every £1 invested and, as a result of their activity, international visitors spent an additional £34 million in Wales in 2019-20 alone. VisitBritain’s international marketing campaigns are part of the GREAT programme inspiring the world to collaborate, visit, study, live, work and do business around the UK. Visit Wales leads on the development of a tourism brand specifically for Wales, while VisitBritain works with Visit Wales to ensure these brand values are reflected in the broader GREAT Campaign. VisitBritain’s Strategic Partner Framework is designed to deliver the growth and recovery of the UK visitor economy by working in partnership with Visit Wales, VisitScotland, and London & Partners. As part of the strategic framework, partners feed in their growth objectives and priorities, which then drives how VisitBritain develops brand stories and themes. Visit Wales is an active part of that framework approach.