Source · Select Committees · Welsh Affairs Committee
Recommendation 8
8
Accepted
Paragraph: 61
Encourage tour operators to include Wales in UK holiday packages as a distinct destination.
Recommendation
When developing a joint strategy to promote Wales, as a distinct destination, we recommend that VisitBritain and Visit Wales encourage tour operators to include Wales in UK holiday packages. We expect VisitBritain to report its progress on this issue by February 2024.
Government Response Summary
VisitBritain and Visit Wales already work closely, with VisitBritain organizing trade events and fam trips for international buyers and media, and offering grant funding to promote Wales within UK packages. The response notes that uptake by Welsh businesses for these opportunities could be improved.
Paragraph Reference:
61
Government Response
Accepted
HM Government
Accepted
VisitBritain works closely with Visit Wales to support connections with relevant tourism operators in Wales. Although Tourism policy is devolved, VisitBritain still has the power to market Wales abroad. As a result, VisitBritain organises trade events, such as ExploreGB, Destination Britain North America, and Destination Britain China, to connect international buyers with British suppliers in order to open up new connections and business opportunities for British destinations to be sold around the world. Spaces are always made available specifically for Welsh businesses, and Visit Wales has the role of recruiting Welsh businesses to join these events. However, uptake by Welsh organisations could be improved. Despite Visit Wales offering subsidised places for Destination Britain North America 2023, Welsh businesses did not take up all of the allocated slots, and – as of 19 October 2023 – no Welsh businesses had signed up to the upcoming trade missions in India and China. Nevertheless, VisitBritain will continue to liaise with Visit Wales to ensure the benefits of tourism are spread across all Home Nations. Each year VisitBritain also organises a series of educational trips for international travel trade buyers across Britain, including Wales. In 2023, buyers from Germany, Canada and Brazil visited destinations across Wales as part of that programme. Locations can be initially proposed by our market leads, Visit Wales or the destination management company. The final itineraries are confirmed with the agreement of all three joint parties. VisitBritain is also committed to ensuring that inbound tour operators are able to develop and market tourism to and around the UK from international visitors. The Inbound Tour Operator Amplification and Distribution Fund promotes the regional spread of tourist visits, as well as the promotion of visits outside traditional seasonal peaks. As applicants must have a permanent place of business in either England, Scotland or Wales, the Fund provides eligible applicants with grant-funding to support the cost of marketing tourism itineraries in their choice of one of VisitBritain’s priority overseas markets as a means of driving forward tourism recovery and growth.