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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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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