Source · Select Committees · Welsh Affairs Committee
Recommendation 11
11
Accepted
Paragraph: 80
Improved co-operation between VisitBritain and Visit Wales is essential for consistent marketing.
Conclusion
During our inquiry, we have heard different messages regarding the levels of engagement between VisitBritain and Visit Wales. We welcome recent efforts to improve this relationship. This must remain a priority, as good co-ordination is necessary to marketing Wales in a consistent manner.
Government Response Summary
VisitBritain states that it meets quarterly with Visit Wales, VisitScotland, Tourism NI and London & Partners to share recent work and discuss topics of common interest and work closely with Visit Wales located in 16 countries globally.
Paragraph Reference:
80
Government Response
Accepted
HM Government
Accepted
VisitBritain (including VisitEngland), VisitScotland, Visit Wales, Tourism NI and London & Partners meet quarterly to share recent work and discuss topics of common interest. For example, domestic traveller sentiment is monitored through their jointly funded monthly tracker and official domestic volume and value statistics, which facilitates a deeper understanding of consumer sentiment that can be used to deliver innovative, creative and data-led campaigns for international visitors to the UK. Moreover, VisitBritain’s in-market teams work closely with Visit Wales located in 16 countries globally, who work to promote the whole of Britain across 22 markets. The strategic partner framework with Visit Wales, VisitScotland, and London & Partners is used to move towards a shared focus and set of priorities. As part of this framework, VisitBritain are in regular contact with Visit Wales through marketing and PR functions.