visit wales tourism strategy

Exciting new vision for Welsh visitor economy

Gweledigaeth gyffrous newydd ar gyfer economi ymwelwyr cymru.

First Minister Mark Drakeford and Deputy Minister for Tourism Lord Elis-Thomas will today unveil an exciting future for the visitor economy in Wales.

The Welsh Government will publish its five-year plan to grow the visitor economy, focusing on Wales’ strengths – its landscapes, culture and places.

The new plan – Welcome to Wales: Priorities for the Visitor Economy 2020-25 – will be backed by two funds to support the industry: A new £10m fund - Brilliant Basics to support the all-important tourism infrastructure which will complement the £50m Wales Tourism Investment Fund focusing on high-quality, reputation-changing products.

Welcome to Wales and the new funding will help to tackle some of the main challenges facing the tourism industry in Wales – seasonality, spend and spread.

Launching the new vision today in Porthcawl, First Minister Mark Drakeford said:

“Over the past decade, tourism in Wales has been transformed, but there’s room for further growth in our visitor economy and we want to support that. 

 “Our new plan, with its priorities, strike the right balance between economic growth and our wider wellbeing as a country. We want to develop high-quality, year-round experiences, which are good for visitors and host communities. Sustainable growth can deliver health, environmental and cultural benefits by protecting and promoting our strengths.

“There are challenges facing the industry, including from Brexit. We believe the best response is to continue with our core business – to recognise tourism’s ongoing potential to act as a bedrock for the Welsh economy in projecting a positive message of and from Wales.”

Welcome to Wales highlights two main ideas of ‘Bro’ and ‘Byd’ – getting tourism right at a local level and ensuring the Welsh tourism offer can compete on the international stage.

The main actions over the next five years include:

• A £10m fund to invest in Brilliant Basics to support the all-important tourism infrastructure, which is part of delivering a high quality visitor experience from 2020-25.
• A focus on high quality, reputation-changing products. A £50m Wales Tourism Investment Fund – delivered in partnership with the Development Bank of Wales – to help finance reputation capital investment projects.
• Building on the success of the Events strategy, Event Wales will be set up to develop, grow and attract cultural, business and sporting events. This recognises the vital all-year role events play in attracting people to Wales.
• Visit Wales will focus on products and on developing experiences, which reflect Wales’ stand-out strengths as a country.
• Visit Wales will focus more of marketing efforts on growing off-peak tourism, encouraging people to spend more in Wales and spread the benefit of tourism.
• Two new themed years will be announced for 2022 and 2024.

Nearly one in 10 people across Wales works in tourism, which brings jobs to people throughout Wales. Tourism is on track to meet the 10% growth target set seven years ago – Wales has welcomed record numbers of UK visitors over the last five years and the value of domestic tourism grew by 14% last year.

Lord Elis-Thomas, Deputy Minister for Culture Sport and Tourism, said: 

“We want to build on our recent success and by 2025 we want to be known as a place that offers world-leading adventure, creative culture and language and outstanding, protected landscapes – and a place that wants to look after them for future generations.

“I’d like to thank the industry for the part it has played in developing this new plan and its priorities. 

“It has been very clear that the long-term growth of our own sector relies on caring for the things that attract people here in the first place. It is also what future markets will expect.”

Notes to editors

Dropbox – including:

• short form plan of Welcome to Wales: Priorities for the Visitor Economy 2020-25
• Images from the plan
• Year of Outdoors campaign film

https://www.dropbox.com/sh/yhpfep68ey153ea/AACgRn-zJyh06fw7huE2FVIxa?dl=0

The full plan and supporting documents will be available on https://businesswales.gov.wales/tourism/  following the launch.

The launch takes place at the newly opened, Rest Bay Watersports Centre, Porthcawl which is part of  Visit Wales’ Tourism Attractor Destination programme, supported by £2.55m of EU and Welsh Government funding.  Joining the First Minister and Deputy Minister for Tourism will be members of the industry which will also take part in a panel discussion led by adventurer and presenter Lowri Morgan.  The Panel includes: Ben Clifford – Surfability; Paula Ellis - Retreats Group; Tracey Evans – Outdoor Partnership; Andrew Campbell  - Wales Tourism Alliance and Huw Stephens – presenter and DJ

Supportive comments  - Launch Panel members

Paula Ellis – General Manager, Retreats Group : “Wales has immense potential to be recognised as a world class destination. We need to capitalise on our unique sense of place, language and culture, combined with more quality products to raise our profile on a truly international stage. Our success at Retreats Group is attributed to treating our colleagues as our internal guests which has enabled us to address the skills gap in the most challenging of locations. Every guest is be perceived as a PR agent to help us promote the ‘Croeso Cynnes Cymreig’ of this unique Celtic country.”

Tracey Evans – Outdoor Partnership : “Wales is full of opportunities for tourists as well as local people to safely enjoy our great outdoors for health and economic advantages as well as enhancing and supporting the unique culture and history of Wales.” 

Ben Clifford – Surfability, said : “Wales is incredible — all this green and blue space —  and if you’re denied access to that because of a disability,  it’s such a shame. So it’s important that we make those spaces accessible to everyone. Surfing is great physical exercise, and it really connects you to the world around you and the environment. Being present and focused in the moment, while simultaneously being outdoors in the fresh air and exercising — the benefits are incredible.  The techniques we’ve developed in Wales are becoming part of the worldwide standard. Our own community benefits, too. Our volunteers get the chance to work with people in their community, making it a better place.”

Andrew Campbell, Wales Tourism Alliance , said: “Effective engagement between the private and public sectors is hugely important. Success depends on partnership and collaboration, so we need to forge relationships that make the best possible use of resources. The objectives of any priorities plan will be better achieved if we all collaborate closely. We’re all on the same journey together. We need to work in a greener and more environmentally efficient way, but sustainability also means sustaining communities. Tourism creates jobs in places that other industries don’t. This sector deserves to be taken seriously.”

Main aspects of the plan

Outstanding visitor experiences

• A £10m fund has been announced today to invest in Brilliant Basics to support the all-important tourism infrastructure which is part of delivering a high quality visitor experience.  This funding will also be used to ensure that Wales is an inclusive and accessible destination for all.
• Visit Wales will work with the industry to support an industry led Tourism Skills Partnership to explore a range of ways to raise status of the sector to future generations of workers.

World Class Products and places

• A £50m Wales Tourism Investment Fund (WTIF) – delivered in partnership with the Development Bank of Wales – will help finance reputation capital investment projects.
• In recognition of the vital role events play in in attracting people to Wales and building on the success of our Events Strategy we will establish Event Wales to also encompass business events.  An ‘Event Wales’ conference in the spring of 2020 will be an opportunity to engage further with the sector, in order to help shape the future and take account of an ongoing independent review of the events criteria
• Visit Wales will move to focus on products and on developing experiences that reflect Wales’s stand-out strengths as a country - these are Outstanding Natural Landscapes, Creative Culture and Epic Adventure.  Initially the focus will be on the Wales Coast Path, Offa’s Dyke and National Trails; Golf; Heritage Tourism and Film and TV; Mountain Biking and Cycling.

An Innovative Cymru Wales Brand

• We will continue to deliver a bold and integrated brand for Wales, harnessing tourism’s potential to present Wales to the world as a welcoming, vibrant destination.
• Visit Wales will commit resources to ensuring that digital first marketing efforts are focused on growing off-peak tourism, encouraging people to spend more in Wales and is spreading the benefit of tourism and tackling over-tourism by inspiring visitors to discover more of Wales.
• Visit Wales will launch a major new campaign for Wales for the next 3–5 years and announce new themed years for 2022 and 2024.

An engaged and vibrant sector 

We will recognise, coordinate and harness the contribution a wide range of partners can make.

Visit Wales confirms sustainability as the top priority in the new national tourism strategy

On October 9, the Next Tourism Generation Alliance partner, Cardiff Met , attended a Visit Wales Roadshow to learn of the new tourism strategy 2020-2025. The roadshow for the South-East region of Wales was held at Miskin Manor which has Green Key accreditation . The Roadshow was attended by approximately 100 people from the private, public and third sectors. The presentation began with a summary of key findings from a Visit Wales consultation exercise and the top strategic priority identified is sustainability. Louise Dixey summaries several key points relevant to NTG project implementation in Wales.

The top strategic priority for tourism development in Wales, sustainability, is reflected in five new goals. These are (1) economic growth (2) environmental wellbeing (3) cultural wellbeing (4) health wellbeing (5) satisfaction for visitors and locals . This represents a major change from the previous national strategy in which there was simply one goal: an increase of 10% in tourism revenue that has almost been achieved. That said, audience members highlighted that the five new goals should be given parity and economic growth should not be given priority.

Sustainability will also be central in future funding decisions on tourism projects made by the Welsh Government and job creation will no longer be the defining metric. This is significant as tourism has had more funds allocated for quality development over the next decade.

Skills shortages were identified as a challenge. The Director of Culture, Sport and Tourism for the Welsh Government, Jason Thomas, highlighted that “tourism needs to be a first-choice career” as skilled people were needed to provide quality visitor experiences. Furthermore, Visit Wales is planning to establish a physical marketing hub to help tourism businesses improve their digital skills.

The new strategy, Welcome to Wales: Priorities for the Visitor Economy 2020-2025 , once approved by the Welsh Assembly, will be formally launched in November.

Follow the efforts of the Next Tourism Generation via our website, Facebook, Twitter | #NTGskillsalliance or via LinkedIn

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FAQ about Visit Wales and this website

Information and frequently asked questions about the Visit Wales website.

What is VisitWales.com?

VisitWales.com is the official international consumer website for tourism in Wales.

It’s a hub of inspiration and information for those looking to find out more about Wales as a place to visit on a short break or holiday, or for business. It’s also our gateway for further information about Business Events and Travel Trade opportunities.

For further information about Wales as a country visit Wales.com ; or visit the Trade and Invest Wales website to find out about business opportunities in Wales.

This website is run by Visit Wales, the team within Welsh Government responsible for the development and promotion of the visitor economy in Wales.

Our ambition is to grow tourism for the good of Wales: generating economic, environmental, cultural and health benefits that enrich the lives of our visitors and local communities. Our role is to support and enable our partners to grow the tourism sector for the future.

Visit the Welsh Government website for information about the devolved government for Wales. More information about our approach can be found in the document -  Welcome to Wales: priorities for the visitor economy 2020 to 2025 .

I'm looking for information in a different language

VisitWales.com is aimed at a wide-range of English speaking audiences globally.

Versions of of the site are also available in Welsh and German . North American visitors can also expect a slightly different version of the site. Each website has been specifically produced to meet the needs of these different audiences.

You can also find basic introductory information about Wales as a place to visit on Wales.com in English, Welsh , German , French and Spanish . Again, there is a North American version too. There is also a stand-alone Japanese website.

Can I find you on social media?

You can find and follow Visit Wales on the following social media channels:

• Visit Wales Facebook
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• Visit Wales Twitter
• Visit Wales Pinterest
• Visit Wales YouTube

Can I add my business to the website?

Yes you can - accommodation, attractions and activity businesses in Wales can create a listing on VisitWales.com. These businesses need to meet specific criteria (see the Working with us page ).

Find out more about how to update your business listing on VisitWales.com .

I would like to work with you to promote Wales and VisitWales.com – how do I get involved?

We have detailed the ways of working with Visit Wales to make the most of your listing on our Working with us page .

What is your approach to content and inclusivity?

VisitWales.com is a showcase for Wales to grow our economy and promote our communities. The emphasis of the site is not to promote any individual business but on exploring Wales and its regions. There is no financial benefit to any businesses featured.

We’ve developed content and specific articles based on what we know our users are looking for. We use web and social data and search insights to help us do that. We’ve also taken account of the strategic aims and the priorities outlined in the document -  Welcome to Wales: priorities for the visitor economy 2020 to 2025 .

We aim for geographical spread and a balance of content to showcase the best of what Wales has to offer at a broad level. Where outdoor activities are concerned the information and content here is aimed at the generalist rather than specialist. Many of the articles on the site have been commissioned by Visit Wales and written by independent travel writers.

If you feel that you have a positive or interesting story to share about your tourism business, you can let us know about it by emailing [email protected] .

The editorial rules of the road

Where lists are concerned we must cover a good regional spread and present them as must do, ten great or don't miss rather than top ten or five of the best.

All of our content will be reviewed and refreshed on a regular basis. We are always working on improving how we govern and manage our content.

We have made every effort to ensure that a business has the necessary accreditation, grading or industry standards to be included here.

Outdoor activities

We’ve tried to be extra careful when it comes to enjoying the outdoors. That includes ensuring that safety regulations and best practice are adhered to – and the imagery on the site reflects that. Where there is a national governing body for the activity concerned, we have provided a link. Finally, we endeavour to make sure the content, technical and geographical detail included in it is checked with someone who really knows and understands the activity concerned.

Take care out there. Whilst we have made every effort to ensure that the content and information on this website is accurate, up to date and in line with relevant regulations, accreditation and best practice we cannot be held responsible for any accidents of misadventure that might arise. You have a big part to play in your own safety and enjoyment!

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Research & Strategies

Research & Strategies please see below links to research & strategies

UK Tourism Consumer Tracker Survey: Wales profile report 2024

Consumer sentiment tracking survey aiming to understand confidence, intent and barriers to take overnight short breaks and holidays in the UK and Wales. https://www.gov.wales/uk-tourism-consumer-tracker-survey-wales-profile-report-2024

Tourism Barometer: February Wave, 2024

The Barometer assesses business confidence in the Welsh tourism industry and provides indicative results at national, regional and sectoral level for February wave 2024. https://www.gov.wales/tourism-barometer-february-wave-2024

Domestic GB Tourism Statistics (day trips in Wales): October to December 2023

Data on day trips by British residents to destinations throughout Britain for October to December 2023. https://www.gov.wales/domestic-gb-tourism-statistics-day-trips-wales-october-december-2023

Wales Tourism Accommodation Occupancy Surveys: July to September 2023

This Accommodation Occupancy report provides information on the occupancy levels of serviced and self-catering accommodation, as well as hostels and camping/caravan sites. There is also third-party data from Transparent (short term lets), and STR Global (large hotel chains). Serviced Accommodation STR Self Catering Hostel Camping and Caravan https://www.gov.wales/wales-tourism-accommodation-occupancy-surveys-july-september-2023

Tourism Barometer: summer wave 2023

The Barometer assesses business confidence in the Welsh tourism industry and provides indicative results at national, regional and sectoral level for summer wave 2023. https://www.gov.wales/tourism-barometer-summer-wave-2023

Museum Spotlight Survey: 2022

The report sets out the key findings from the current round of the Museum Spotlight Survey. https://www.gov.wales/museum-spotlight-survey-2022

Domestic GB tourism statistics (overnight trips in Wales): 2022

Data on overnight trips by British residents to destinations throughout Britain for 2022. https://www.gov.wales/domestic-gb-tourism-statistics-overnight-trips-wales-2022-html

Wales tourism accommodation occupancy surveys: January to March 2023

The occupancy surveys provide trend information on the demand for tourist accommodation in Wales for January to March 2023. https://www.gov.wales/wales-tourism-accommodation-occupancy-surveys-january-march-2023

Domestic GB Tourism Statistics (day trips in Wales): 2022

Data on day trips by British residents to destinations throughout Britain for 2022. https://www.gov.wales/domestic-gb-tourism-statistics-day-trips-wales-2022-html

Events Strategy Wales 2022 – 2030

Visit wales accommodation occupancy survey annual report 2021.

The occupancy survey provide trend information on the demand for tourism accommodation in Wales for 2021 https://businesswales.gov.wales/news-and-blogs/news/visit-wales-accommodation-occupancy-survey-annual-report-2021

Wales Visitor Economy Profile report

Summary of employment, earnings, enterprises, expenditure and output data relating to the tourism and hospitality industries in Wales for 2021.  https://gov.wales/wales-visitor-economy-profile-2021

Tourism and events coronavirus (COVID-19) impact surveys

https://gov.wales/tourism-and-events-coronavirus-covid-19-impact-surveys

Tourism profile –Wales Local Authorities 2011-19

Tourism-related data on local authorities in Wales for the period 2011-2019. The profiles contain tables on domestic overnight,domestic day visitors, and international overnight visitors

Tourism Profile North Wales 2017-2019

Tourism related data for the North Wales region for the period 2017-2019 providing comparisons with the overall GB level, all-Wales level and the other regions of Wales.

Wales Visitor Survey 2019 Qualitative Research Findings

Wales visitor survey 2019 overseas visitors, wales visitor survey 2019 uk day visitors, wales visitor survey 2019 uk staying visitors, great britain day visits survey: 2019, great britain tourism survey: 2019.

Tourism in the COVID-19 crisis webinar

Recording of the Tourism in the COVID-19 crisis webinar from Friday 15th May 2020. White paper What travel brands should do during the COVID-19 crisis download that accompanies the webinar.

2018 Steam data for North Wales

Steam provides the key data for measuring the performance of tourism in North Wales STEAM Wales Summary 2018 STEAM Report North Wales 2018

Assessing Zip World’s Impact on the North Wales Economy Review 2018

IntroductionZip World are a Sunday Times Fast Track 100 company. An assessment of Zip World’s impact on the North Wales economy was undertaken in 2016. The assessment reviewed the attraction’s economic impact by examining the value of visitor spend and employment opportunities made available. (For the purpose the report the participant who took part in […]

Wales Food Case Study – Llechwedd Slate Caverns

As part to the Welsh Governments Wales: A Food Destination campaign that promotes Wales as A Food Destination the below video is of Llechwedd Slate Caverns. 

Great Britain Tourism Survey, January to December 2017

Introduction This report provides provisional results from the Great Britain Tourism Survey for the full 2017 year and is an update of the results published in the last quarterly report for the period January to September 2017. In future, we will be publishing the results from Great Britain Tourism Survey alongside the results from other […]

A Tourism Tax For Wales?

The UK tourism industry has one of the world’s highest tax burdens. Most European countries have significantly reduced VAT on their tourism industries to encourage growth, employment and revenue. The imposition of higher taxes has been shown to inhibit growth, employment, revenue and holiday-taking. Tourism outperforms all Welsh Government (WG) priority sectors and is the […]

Regional investment in Wales after brexit

Introduction In the White Paper Securing Wales’ Future (January 2017), the Welsh Government sets out six priorities for the UK’s future, outside of the EU. One of those priorities is the importance of continued devolved funding and regional investment of at least the level Wales currently receives from the EU. This new policy document develops […]

Prosperity for All economic action plan

Introduction In pursuing prosperity for all, we intend building an economy on strong foundations, to supercharge our industries of the future and empower all our regions to become more productive. And we wish to see growth with a purpose – inclusive growth – so that as our wealth and well-being improve, inequalities across our country […]

Denbighshire Destination Management Plan

Introduction Develop a thriving visitor economy in Denbighshire which celebrates the unique strengths of the county, supports jobs, generates business opportunities and improves the range and qualities of amenities available for visitors and residents whilst safeguarding the local environment. Click image to download

Final Mile, best practice guidelines

Introduction Encouraging more overseas visitors to explore Britain is a top priority; it spreads the economic benefit across nations and regions beyond London, and supports growth, job creation and retention. The recent government Tourism Action Plan (launched in August 2016) supports this ambition and identifies rail as a key enabler to persuade overseas visitors to travel beyond London. Click image to […]

Tourism Action Plan

Introduction Tourism is vitally important to the UK. The industry provides 1.6 million jobs across the country. In 2015, we saw the greatest number of overseas visits to the UK on record, bringing £22.1 billion into our economy. Domestic overnight spend also hit a record high of £19.6 billion in England. In short, the sector goes […]

The Tourism Landscape

The Tourism Landscape: Department for Culture, Media and Sport Introduction The overall success of the tourism industry is contingent on its ability to work together to promote what it has to offer. However, as the sector is diverse, fragmented and competitive, businesses are often reluctant to invest significant time in collaborative endeavours. This is why […]

Tourism Matters: An Election Brief by The Wales Tourism Alliance

Tourism Matters: An Election Brief by The Wales Tourism Alliance Click image to download

The Food Tourism Action Plan for Wales 2015 – 2020

Introduction Food Tourism is defined by Welsh Government as ‘any activity that promotes a high quality, distinctive, local and sustainable food experience linked to a particular place‘. ‘Towards Sustainable Growth: An Action Plan for the Welsh Food and Drink Industry 2014-2020’ recognises the importance of the local food supply chain to the food industry in Wales, encompassing local retail, hospitality/ food service and direct retail […]

Clwydian Range and Dee Valley Area of Outstanding Natural Beauty Sustainable Tourism Strategy and Action Plan 2015 – 2020

Introduction The Sustainable Tourism Strategy and Action Plan for the Clwydian Range and Dee Valley Area of Outstanding Natural Beauty (AONB) covers a five year period from 2015 to 2020. It has been based on extensive consultation and assessment, through meetings, workshops, surveys and analysis of available evidence. Its purpose is to provide a direction […]

Visitor Information Needs, Visitor Survey 2013

Visitor Information Needs EXECUTIVE SUMMARY Click image to download

The Faith Tourism Action Plan for Wales

The Faith Tourism Action Plan will aim to identify ways in which this significant part of our heritage can be enhanced as an attraction to visitors and locals alike. This action plan will focus on developing the Faith Tourism product as part of the wider visitor experience, although there could be scope to develop the niche […]

The Economic Impact of Tourist Information Centres in Wales November, 2012

Research Aim The Welsh Government commissioned Beaufort Research in association with Houston Economic Consulting to identify and value the additional economic activity occurring at a given time in a local economy as the result of Tourist Information Centres (TICs). Research Methodology The work had two stages, the first stage involved engaging with a representative sample […]

The Welsh Government Strategy for Tourism 2013 – 2020 Partnership for Growth

A Tourism Strategy for Wales The Minister for Economy, Science and Transport established a Tourism Sector Panel in September 2011 and asked them to lead the development of a new strategy and direction for the sector. This strategy represents the results of their work which has involved a process of research and analysis, evaluation of […]

Visits to Tourist Attractions 2012

Background Visit Wales (VW) have been conducting the Survey of Visits to Tourist Attractions since 1973. The remit of the research is to Determine and report visit numbers to attractions throughout Wales – analyse collected data on visit numbers to identify current trends Provide additional comparative analysis of data contained in the Survey of Visits […]

Britain Growth Strategy inbound Golden Legacy 2012 to 2020

Introduction This is a strategy for Britain’s travel and tourism industry through to 2020. It highlights the potential for our visitor numbers to grow by 23 per cent to 40 million, the potential to add 200,000 jobs in an economy where new jobs are the number one priority and the potential to generate £8.7 billion in additional foreign […]

Great Britain Tourism Survey (GBTS)

Great Britain Tourism Survey (GBTS), January to December 2012 This update summarises overnight domestic tourism in Wales during the calendar year 2012. Numbers are rounded to 2 decimal places. Figures are provisional and may be subject to final revision. Click image to download  

Great Britain Day Visits Survey 2012

This update summarises the top line results of the Great Britain Day Visits Survey 2012 in respect of Wales. The Great Britain Day Visits Survey (GBDVS) has been undertaken jointly with Visit England and Visit Scotland and is the source of official statistics on day visits by British residents to destinations throughout Britain. 2012 was […]

Wales Occupancy Survey – 2011

An occupancy survey has been continuously undertaken amongst graded hotel accommodation providers since 1972 to monitor levels of demand for hotel rooms and beds in Wales.  To comply with the requirements of the EU Directive on Tourism Statistics, the survey was extended in 1997 to include all serviced accommodation including guest houses and bed and breakfast  […]

Wales Occupancy Survey 2012 Annual Report

An occupancy survey has been continuously undertaken among graded hotel accommodation providers since 1972 to monitor levels of demand for hotel rooms and beds in Wales. To comply with the requirements of the EU Directive on Tourism Statistics, the survey was extended in 1997 to include all serviced accommodation including guest houses and bed and […]

Wales Visitor Survey 2011 – Overseas Visitors

As part of its statutory function to promote, develop and monitor tourism in Wales, Visit Wales undertakes a regular programme of research to provide information on the volume, value and character of tourism in Wales. In late 2010 Visit Wales commissioned Beaufort Research to conduct a research study amongst overseas and UK Visitors to Wales, […]

Wales Visitor Survey 2011 – UK Day Visitors

Wales Visitor Survey 2011 – UK Staying Visitors

Domestic Tourism to Wales in 2008, 2009 and 2010

This fact sheet provides summary tables of key tourism figures to Wales in 2008, 2009 and 2010. Click image to download

Visit Wales Strategic Marketing Acion Plan 2010 – 2013

The Strategic Marketing Action Plan (SMAP) provides a framework within which action plans for Visit Wales’s marketing activities are developed. It does not replace these action plans. The action plans will be consistent with the principles set out in SMAP, but will always reflect developing market conditions and the needs of our stakeholders in the […]

Overseas Tourism to Wales

This fact sheet provides summary tables of key overseas tourism (i.e. from outside the United Kingdom) to Wales from 2002 to 2009. The primary source of information for this fact sheet is the annual International Passenger Survey (IPS), undertaken by the Office for National Statistics.

Tourism Strategy Action Plan 2010-2013

Tourism Partnership North Wales Tourism Strategy Action Plan 2010-2013

Tourism Strategy North Wales 2010-2015

The importance of tourism and the visitor economy Tourism generates £1.8bn for the North Wales economy each year, supports an estimated 37,500 jobs and is a lifeline for numerous small businesses. There is potential for further growth. Like an export industry tourism brings money into the region from outside and North Wales would be poorer […]

Clwydian Range AONB – Sustainable Tourism Strategy & Action Plan

The Clwydian Range Area of Outstanding Natural Beauty (AONB) is one of only a small number of locations in Wales designated for the exceptional quality of its landscape, which is linked to its historical and cultural heritage. This quality means that the Range can play a very significant role in the overall appeal of North […]

Sustainable tourism a framework for Wales

Introduction The purpose of this sustainable tourism framework is to outline what sustainable  development means for the tourism sector in Wales. Its purpose is to guide those involved in promoting and developing tourism in the public, private and voluntary sectors, nationally, regionally and locally to ensure that the tourism industry contributes to sustainable development in Wales. Click […]

Privacy Overview

Tyfu ym Mhowys        Grow in Powys

Support for Tourism

The key priorities of the tourism service are: 

1. Marketing – digital and traditional methods, including the Mid Wales My Way website and social media platforms, Mid Wales visitor guide, events and exhibitions to raise awareness of Powys as a key visitor destination in Wales. 

2. Destination Management – support for the 4 destination areas in Powys – Brecon Beacons, Cambrian Mountains, Dyfi Biosphere, Mid and North Powys. Find out more at Tourism Powys 

3. Powys Events – a dual approach which involves the active promotion of the wide range of iconic events held in Powys, and working with The Welsh Government and other partners to attract major events to use Powys as a base.

Powys County Council tourism service undertakes a variety of research into tourism trends, visitor satisfaction, bedstock and the impact of tourism on the economy of Powys (STEAM). 

Sitting on the Visit Wales research partnership, we gather data in conjunction with other organisations and local authorities in Wales. 

Wales tourism research can be viewed -  http://gov.wales/topics/tourism/researchmain/?lang=en

Partnership for Growth, the Tourism strategy for Wales can be viewed -  http://gov.wales/topics/tourism/developmentl1/partnershipforgrowth/?lang=en

For further information, please contact us on  [email protected]

Destination Management

Destination management is designed to make each destination work effectively from a visitor perspective. To do this effectively needs buy-in from a range of stakeholders involved in the delivery of visitor experiences on the ground. Working in partnership is essential to ensure the overall quality of services and facilities is in line with visitor needs and expectations. Destination management keeps the visitor, their needs and the quality of the experience they receive at the heart of what it does. 

Powys County Council tourism service is committed to developing and supporting a destination management approach, as endorsed by Visit Wales in the ‘Partnership for Growth’ Tourism Strategy. The tourism service works in partnership with Visit Wales, partner organisations, tourism businesses, clusters and community groups in the following 4 destinations that make up Powys – 

· Brecon Beacons

· Cambrian Mountains

· Dyfi Biosphere

· Mid and North Powys Destination Network 

Powys County Council’s tourism service has a dual role in delivering the visitor marketing priorities of the council to target key visitor groups, alongside supporting the ongoing development of the tourism sector in Powys, in particular working to support businesses and communities which provide services to visitors. 

Wales 'significantly underperforms' promoting itself overseas according to new report

• Wales tourism
• Visit Wales
• Wednesday 12 July 2023 at 4:34pm

These Australians visiting Conwy told ITV News while they love Wales, they hadn't really heard about it before

With its beautiful beaches, captivating castles and magnificent mountain ranges - it begs the question why wouldn't anyone want to visit Wales?

Tourism makes a huge contribution to the Welsh economy, providing jobs for around 12% of the Welsh workforce.

But according to a new report by a group of MPs - put simply, not enough is being done to get more people from abroad choosing Wales when they're booking their next holiday.

It says compared with the rest of the UK, Wales "significantly underperforms" attracting international visitors and there needs to be a big improvement in the way Wales is marketed.

Terry and Karen, who were visiting Conwy from Woodend in Australia, said it was an "accident" that they ended up coming to Wales.

Asked whether they'd seen any adverts about the country before visiting, they told ITV News: "No, none."

"It was b asically from talking to people, and they'd go ‘you should really visit Wales’, but it was really never on our plans to visit."

Meanwhile, Lee and Ruth, from Melbourne, said they also had to find out about the country for themselves.

In 2019, of the 41 million international tourists that visited the UK, only one million visited Wales, and of the total amount spent by international tourists, just 2% was spent in Wales.

As a result, The Welsh Affairs Committee says Wales "punches below its weight" in attracting international visitors. It blames poor marketing, tour operators ignoring Wales and challenging transport connections.

It's now called for Wales' tourist board - Visit Wales - to come up with a better strategy by February 2024 to make the country a more desirable destination.

What does the report say is going wrong?

Poor profile - Despite its culture and language, Wales has a relatively low profile abroad compared to England, Scotland and Ireland.

Smarter strategy - It says its marketing strategy must be based on promoting Wales' unique strengths and attractions. It should also be more up to date with trends such as capitalising on a new American audience thanks to Ryan Reynolds and Rob McElhenny buying Wrexham football club and the subsequent global TV show 'Welcome To Wrexham'. It goes on to suggest adding more visitor attractions closer to Wrexham.

Clever collaboration - It says 'Visit Wales' should be working smarter with Britain's national tourism board 'Visit Britian' to make sure people considering a trip to the UK are exposed to the culture and experiences Wales has to offer. It says Visit Britain 'does not sufficiently promote Wales in its marketing materials' including its website. The Committee was surprised to hear that of those surveyed, 57% of overseas visitors to Wales had not seen any marketing beforehand. The report said tour operators fail to incorporate holidays in Wales in their packages, despite 27% of those tourists surveyed saying that they would consider taking longer trips if holiday packages were available.

Political push - It calls on UK Government bodies responsible for promoting Wales abroad to reflect the distinct identity of each part of the UK in their activities. The report says when the chief executive of 'Visit Britain' is also head of 'Visit England' - it's not convinced Wales is getting an equal amount of promotion and questioned 'Visit Britain's knowledge and expertise of Wales. It also thinks Wales could benefit from a tourist board which has more independence from the Welsh Government

Transport troubles - The report says both the UK and Welsh Governments have to work together to improve transport links in and out of Wales. During its visit to the USA earlier this year, the Welsh Affairs Committee heard that Wales’s poor transport infrastructure is deterring US tourists from considering Wales as a potential destination. It says major tourist attractions such as North Coast Way, Pembrokeshire and Snowdonia are hard to reach without a car, a journey made more challenging with the poor condition and lack of investment in the Welsh road network. It also mentions making rail links to Heathrow airport more accessible for services into Wales.

Tourism tax - It's split opinion since it was conceived but the report draws on concerns the proposed visitor levy may put off international tourists visiting Wales and and a result will make businesses that rely on tourists more at risk. It does say local authorities are best placed to judge whether the levy would have a positive or negative effect and wants the Welsh Government to look-again at the issue

A Visit Wales spokesperson said : “We are pleased to see the report highlight the positive work of Visit Wales in relation to our own marketing, engagement with the tourism industry in Wales, and co-working in the USA.

"We look forward to continuing to work with VisitBritain on how Wales is marketed within VisitBritain’s international campaigns, to tour operators, and in sharing of data with industry – which are crucial components of success in this highly competitive industry.”

The Welsh Conservatives have responded to the report saying: “Tourism accounts for 1-in-7 jobs in Wales, yet Labour Ministers in the Senedd do little to grow or even protect this vital sector of our economy.

 “The Labour Government are intent on taxing the tourism industry to oblivion as opposed to enhancing the Welsh offer. A toxic tourism tax and crippling 182-day holiday let regulations are just a taster of what the socialists in Cardiff Bay have in store for Wales.

 “The Welsh Conservatives would cancel Labour’s tourism tax plans, make Visit Wales independent of government, reverse Labour’s barmy road building ban and invest in infrastructure so that people can get around our great country.”

New Times, New Thinking.

• Election 2024

Labour needs a strategy for governing

Neither “the technocrats” nor “the campaigners” have all the answers.

By Harry Quilter-Pinner

Labour, under the watchful eye of campaign director Morgan McSweeney, is at pains to tell anyone who will listen that it is taking nothing for granted. But a Starmer-led government appears by far the most likely outcome (veteran pollster John Curtice has given Keir Starmer a 99 per cent chance of becoming prime minister).

It is unsurprising, therefore, that behind the scenes, a new debate has begun within Labour. How should the party deliver on its promises and ensure it wins more than one term in office if it is elected on 4 July?

This may seem premature. But Labour has seen the fortunes of its centre-left sister parties in the US, Australia, New Zealand and Germany fade fast after their election. Across the party, there are two main schools of thought emerging on how to avoid making the same mistakes. 

The first group – “the technocrats” – argue that Labour must quickly put the campaign behind it if it wins and pivot to a relentless focus on delivery. All that matters is “what works” and getting the government machine to prioritise Labour’s missions.  

But many in the party argue this would be a mistake. They point to the US where, despite a strong economy and a successful legislative record, President Biden is struggling to win re-election. The lesson, they say, is simple: delivering is not enough.  

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Instead, this second group – “the campaigners” – say the alternative is to maintain Labour’s campaigning stance in government. In a recent interview , Josh Simons, who leads the Starmerite organisation Labour Together, argued that the storytelling of policy should be as important as the delivery.  

This approach is inspired in part by the success of populist right parties across Europe and the US who appear able to get re-elected without delivering much at all. They do this by using the platform of government to dominate the media and shape the terms of the debate in a way that is favourable to them.

There is undoubtedly some truth to this critique. But Labour must avoid taking this approach to its extreme. Why? Just ask the Conservatives. They are now struggling to communicate to an angry electorate what they have achieved in government over the last decade. The lesson here: power must be a means, not an end in itself. 

If neither the technocrats nor the campaigners have the whole answer, where should Labour turn for a plan for governing? A recent speech by David Miliband to mark 25 years since the party’s 1997 election victory holds some of the answers. He argues that a distinctly progressive project should shape both how Labour governs and campaigns.

As Miliband said in his speech “it is easy to mock the idea of a project. It’s got a bit of Antonio Gramsci about it”. But it is built on a profound insight: successful political parties combine a transformational policy agenda with a political strategy to retain power. And these two components – policy and politics – are self-reinforcing. 

If Labour wins at the next election, it will have gained votes across all groups and regions. But many will have lent their vote to the party out of anger towards the Conservatives (or the SNP). Labour will have to work hard to earn their loyalty.  

This demands that it quickly understands how to speak for and to them – as well as delivering on their priorities. This is what political projects of the past have achieved. 

Think of Margaret Thatcher’s mission to win over working-class voters through policies such as Right to Buy, or Tony Blair’s commitment to expanding universities to signal his pursuit of aspirant middle-class voters. These are defining examples of how policy delivery and effective storytelling can be fused as part of a political project. 

There are early signs that Starmer understands the need for this. He – and his shadow chancellor, Rachel Reeves – have started to build a project based on the idea of delivering “security for working people”, encompassing not only the working class voters that Labour has lost in recent decades, but an increasingly precarious middle class too.

This is an exciting basis for a new social democratic project; one that is both a nation-changing policy agenda and a coalition-building electoral strategy. But as Boris Johnson and Michael Gove, the cheerleaders of levelling up, have discovered, a compelling slogan is not enough. Only true clarity, focus and sustained political commitment can turn it into a reality.  

Harry Quilter-Pinner is Director of Policy and Politics at IPPR. He is leading a new programme on the future of social democracy and the need for a new progressive project.

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