Source · Select Committees · Welsh Affairs Committee
Recommendation 4
4
Accepted
Paragraph: 39
Develop a joint strategy and distinctive brand for Wales's international tourism promotion.
Recommendation
We recommend that VisitBritain and Visit Wales work together to develop a strategy, by February 2024, for promoting Wales as a first-choice destination for international visitors to the UK. A key aspect of this should be the development of a distinctive brand that raises awareness of Wales, which can be used consistently to help market Wales and to raise awareness of its location as a holiday destination.
Government Response Summary
The government states that VisitBritain and Visit Wales already work closely to incorporate Welsh products in campaigns, with Visit Wales leading on its own brand which VisitBritain integrates into the GREAT Campaign. Their Strategic Partner Framework provides an existing mechanism for collaboration on growth objectives.
Paragraph Reference:
39
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.