Source · Select Committees · Welsh Affairs Committee
Fourth Report - Wales as a global tourist destination
Welsh Affairs Committee
HC 220
Published 12 July 2023
Recommendations
2
Acknowledged
Para 37
Strengthen Wales' international marketing with a clear brand to attract more overseas tourists
Recommendation
We believe that there a is lack of awareness of Wales’ strengths as a holiday destination. Wales lacks a coherent brand for the overseas market. Marketing of Wales must be stronger, with a clear theme devised to attract international tourists …
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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.
Wales Office
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3
Acknowledged
Para 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 …
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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.
Wales Office
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4
Accepted
Para 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 …
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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.
Wales Office
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5
Acknowledged
Investigate collaborating with the Welsh diaspora to boost heritage attachment and international visitors.
Recommendation
Visit Wales should investigate working with the Welsh diaspora to increase the diaspora’s attachment to its Welsh heritage, with a view to increasing international visitors to Wales. (Paragraph 40) Role of VisitBritain in promoting Wales
Government Response Summary
The government acknowledges support for Visit Wales' work in this area and highlights existing UK government efforts, such as securing UNESCO World Heritage status for the Slate Landscape of Northwest Wales and National Lottery Heritage Fund grants, which promote Welsh heritage to attract visitors.
Wales Office
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8
Accepted
Para 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 …
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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.
Wales Office
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9
Accepted
Para 62
Improve VisitBritain's marketing materials to reflect Wales's distinct identity and tourism offerings.
Recommendation
VisitBritain should make improvements to better reflect Wales as a distinct location, with an increased Welsh presence in its marketing materials and a greater number of Welsh tourism offerings featured on its website. VisitBritain should report to us on progress …
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Government Response Summary
The government states VisitBritain already promotes Wales by including Welsh offers on its new commercial website, sharing content with Visit Wales for feedback, and actively working to increase the number of Welsh products available on the VisitBritain shop.
Wales Office
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10
Not Addressed
Report 2023 international visitor figures for Wales, compared to pre-pandemic levels.
Recommendation
We await to see whether current VisitBritain marketing campaigns will lead to an improvement in international visitor numbers to Wales, compared with 2019 figures. We expect VisitBritain to report 2023 international visitor figures to us by February 2024. (Paragraph 63) …
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Government Response Summary
The Government outlines VisitBritain's work with Visit Wales, trade events, and educational trips, but does not specifically commit to reporting 2023 international visitor figures by February 2024.
Wales Office
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12
Accepted
Para 81
Replicate high levels of Visit Wales and VisitBritain co-operation in all overseas offices.
Recommendation
We were very pleased with the level of co-operation we found between Visit Wales and VisitBritain in New York and Washington. We recommend that this level of co-operation is replicated across the UK’s and Welsh Government’s other overseas offices.
Government Response Summary
The government states that VisitBritain's in-market teams already work closely with Visit Wales across 16 countries, supported by a strategic partner framework, regular meetings, and shared priorities to promote Britain.
Wales Office
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13
Deferred
Para 82
Require Welsh Government to consider establishing an independent tourism agency for Wales
Recommendation
While we are impressed by much of the work of Visit Wales, we question whether the Welsh Government might be better served if the body had greater independence. We call on the Welsh Government to consider whether an independent tourism …
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Government Response Summary
The UK Government deferred to Visit Wales (Welsh Government), but expressed support for Visit Wales’ work and mentioned their support for Welsh heritage through UNESCO and the National Lottery Heritage Fund.
Wales Office
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14
Accepted
Require VisitBritain and Visit Wales to assess enhanced collaboration and data sharing
Recommendation
VisitBritain and Visit Wales, in fulfilling the various other recommendations made in this Report, should assess how they can better collaborate, including in the sharing of data. (Paragraph 83) Transport infrastructure and Visitor Levy
Government Response Summary
The government states that VisitBritain and Visit Wales already collaborate regularly through quarterly meetings, jointly funded data trackers, and a strategic partner framework, which includes sharing data and promoting Britain globally.
Wales Office
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15
Deferred
Para 106
Poor transport infrastructure significantly hinders Wales' ability to attract international tourists
Recommendation
We are concerned that poor transport infrastructure has a negative impact on Wales’ ability to attract a greater share of international tourists who arrive in the UK. Transport infrastructure has been underfunded by the UK and Welsh Governments for a …
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Government Response Summary
The government acknowledges the importance of transport and is considering Lord Hendy's 2021 review on UK transport connectivity, promising a response soon. They also highlight existing investments, including over £343 million in Welsh rail schemes and £1 billion for the North Wales Main Line electrification.
Wales Office
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16
Deferred
Require UK and Welsh Governments to develop proposals for funding transport infrastructure improvements
Recommendation
We call on the UK Government and the Welsh Government to recognise the key importance of transport to the tourism industry. We urge the UK Government and the Welsh Government to bring forward proposals to address these issues, focussing on …
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Government Response Summary
The government acknowledges the importance of transport and is considering Lord Hendy's 2021 review on UK transport connectivity, promising a response soon. It highlights existing investments in Welsh rail infrastructure, including over £343 million and a £1 billion project to electrify the North Wales Main Line.
Wales Office
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17
Deferred
Para 108
Prioritise positive consideration for a new direct rail link to Heathrow from the west
Recommendation
In particular, we urge that positive consideration be given to the proposed new direct rail link to Heathrow Airport from the west. This would hugely improve connectivity between Wales and Heathrow and make it much easier for international tourists to …
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Government Response Summary
The government states it is considering Lord Hendy's 2021 review on UK transport connectivity, which includes strengthening main transport arteries, and will publish its response soon. It does not specifically commit to or comment on the proposed direct rail link to Heathrow from the west.
Wales Office
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Conclusions (5)
1
Conclusion
Accepted
Para 36
Wales has a unique culture and language, boasts some of the most spectacular landscapes in Europe and offers a wide range of sporting activities. We are concerned by Wales’ relatively low profile overseas and that it attracts such a small proportion of the international visitors coming to the UK.
Government Response Summary
VisitBritain says it already works closely with Visit Wales to ensure Welsh products are incorporated in all their activity and that VisitBritain's international marketing campaigns are part of the GREAT programme.
6
Conclusion
Accepted
Para 59
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 …
Government Response Summary
VisitBritain says it recognises the importance of marketing in supporting the wider visitor economy, ensures all parts of Britain are sold in international markets, and ensures all Welsh content is shared with Visit Wales.
7
Conclusion
Accepted
VisitBritain does not sufficiently promote Wales in its marketing materials, nor does it make a focused offering to international tourists of Wales’ attractions. Wales can be reached from London within a few hours. However, it is often not included in UK holiday packages offered by tour operators. (Paragraph 60) Wales …
Government Response Summary
VisitBritain says it recognises the importance of marketing in supporting the wider visitor economy, ensures all parts of Britain are sold in international markets, and ensures all Welsh content is shared with Visit Wales.
11
Conclusion
Accepted
Para 80
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.
18
Conclusion
We are concerned that the proposed visitor levy may have a negative impact on the number of international tourists coming to Wales. While we see some benefits that might accrue from the proposal, there are other ways in which these might be achieved. We feel that the proposal, as it …