Source · Select Committees · Welsh Affairs Committee
Recommendation 6
6
Paragraph: 59
VisitBritain's current approach to promoting Wales lacks distinctiveness and adequate commitment.
Conclusion
It is important that UK Government bodies responsible for promoting Wales abroad reflect the distinct identity of each part of the UK in their activities. We are not convinced that VisitBritain is achieving all it can on behalf of Wales. A single Chief Executive for both VisitBritain and VisitEngland does not inspire confidence that VisitBritain is committed equally to increasing tourism to all nations of the UK. We question whether VisitBritain has the knowledge and expertise required to successfully promote Wales and its attractions. We heard criticism of the UK Government’s GREAT campaign in promoting Wales. We remain to be convinced that Wales has benefited from this campaign.
Paragraph Reference:
59
Government Response
A response document is linked to this report, dated 2 November 2023. Response attribution to this conclusion has not been verified. Read the response document ↗