Source · Select Committees · Welsh Affairs Committee
Recommendation 3
3
Acknowledged
Paragraph: 38
Empower Visit Wales to swiftly capitalise on new international marketing opportunities.
Recommendation
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 an international audience, such as the huge international popularity of “Welcome to Wrexham”.
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:
38
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.