Source · Select Committees · Welsh Affairs Committee
Recommendation 2
2
Acknowledged
Paragraph: 37
Strengthen Wales' international marketing with a clear brand to attract more overseas tourists
Recommendation
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 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.
Paragraph Reference:
37
Government Response
Acknowledged
HM Government
Acknowledged
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.