Wales as a global tourist destination

Welsh Affairs Committee Closed Inquiry
Opened: 8 Feb 2022 Closed: 7 Mar 2024 Parliament page
The Welsh Affairs Committee has launched an inquiry which seeks to explore the current position of the tourism sector in Wales and the steps the UK Government can take to help promote Wales to the world.
14 Recommendations
4 Conclusions
1 Report
5 Oral sessions
5 Events
Activity timeline 12 events
2 Nov
2023
Report published
12 Jul
2023
Report published
1 Feb
2023
Oral evidence
1 Feb
2023
Formal meeting (oral evidence session) · Room 8, Palace of Westminster
20 Jul
2022
Oral evidence
20 Jul
2022
Formal meeting (oral evidence session) · Room 6, Palace of Westminster
15 Jun
2022
Oral evidence
15 Jun
2022
Formal meeting (oral evidence session) · Room 5, Palace of Westminster
25 May
2022
Oral evidence
25 May
2022
Formal meeting (oral evidence session) · Room 5, Palace of Westminster
20 Apr
2022
Oral evidence
20 Apr
2022
Formal meeting (oral evidence session) · Room 5, Palace of Westminster
Oral evidence sessions 5 sessions
1 Feb 2023
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Duncan Parish · Department for Digital, Culture, Media and Sport Heledd Owen · Welsh Government Jason Thomas · Welsh Government Patricia Yates · VisitBritain/VisitEngland Rt Hon Stuart Andrew MP · Department for Culture, Media and Sport Vaughan Gething MS · Welsh Government
20 Jul 2022
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Anthony Pickles · VisitBritain Professor Annette Pritchard · Leeds Beckett University Professor Dorothy A. Yen · Brunel University London
15 Jun 2022
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Ian Roberts · Portmeirion Cymru Paul Lewin · Ffestiniog and Welsh Highland Railways Sean Taylor · Zip World Stephen Davies · Penderyn Distillery
25 May 2022
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Oral evidence
Camilla King · Llangollen International Musical Eisteddfod Fiona Stewart · Green Man Festival Graeme Farrow · Wales Millennium Centre Louise Miles-Payne · UK Theatre Matthew Williams · Welsh Sports Association
20 Apr 2022
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Oral evidence
David Anderson · National Museum Wales David Chapman · UK Hospitality Gwyneth Sweatman · Federation of Small Businesses Wales Ian Edwards MI FIH · The Celtic Collection and ICC Wales Rebecca Williams · The Crown Estate Suzy Davies · Wales Tourism Alliance
Title HC No. Published Items Response
Fourth Report - Wales as a global tourist destination HC 220 12 Jul 2023 18 Responded
Recommendations & Conclusions
18 results
1 Conclusion Accepted
Fourth Report - Wales as a global …
Wales maintains a low international profile, attracting few overseas visitors to the UK
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 … Read more
Government Response
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.
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2 Recommendation Acknowledged
Fourth Report - Wales as a global …
Strengthen Wales' international marketing with a clear brand to attract more overseas tourists
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 … Read more
Government Response
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.
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3 Recommendation Acknowledged
Fourth Report - Wales as a global …
Empower Visit Wales to swiftly capitalise on new international marketing opportunities.
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 … Read more
Government Response
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.
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4 Recommendation Accepted
Fourth Report - Wales as a global …
Develop a joint strategy and distinctive brand for Wales's international tourism promotion.
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 … Read more
Government Response
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.
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5 Recommendation Acknowledged
Fourth Report - Wales as a global …
Investigate collaborating with the Welsh diaspora to boost heritage attachment and international visitors.
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
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.
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6 Conclusion Accepted
Fourth Report - Wales as a global …
VisitBritain's current approach to promoting Wales lacks distinctiveness and adequate commitment.
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. … Read more
Government Response
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.
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7 Conclusion Accepted
Fourth Report - Wales as a global …
VisitBritain's marketing materials and tour packages insufficiently promote Wales's distinct attractions.
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 … Read more
Government Response
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.
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8 Recommendation Accepted
Fourth Report - Wales as a global …
Encourage tour operators to include Wales in UK holiday packages as a distinct destination.
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 … Read more
Government Response
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.
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9 Recommendation Accepted
Fourth Report - Wales as a global …
Improve VisitBritain's marketing materials to reflect Wales's distinct identity and tourism offerings.
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 … Read more
Government Response
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.
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10 Recommendation Not Addressed
Fourth Report - Wales as a global …
Report 2023 international visitor figures for Wales, compared to pre-pandemic levels.
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) … Read more
Government Response
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.
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11 Conclusion Accepted
Fourth Report - Wales as a global …
Improved co-operation between VisitBritain and Visit Wales is essential for consistent marketing.
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 … Read more
Government Response
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.
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12 Recommendation Accepted
Fourth Report - Wales as a global …
Replicate high levels of Visit Wales and VisitBritain co-operation in all overseas offices.
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
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.
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13 Recommendation Deferred
Fourth Report - Wales as a global …
Require Welsh Government to consider establishing an independent tourism agency for Wales
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 … Read more
Government Response
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.
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14 Recommendation Accepted
Fourth Report - Wales as a global …
Require VisitBritain and Visit Wales to assess enhanced collaboration and data sharing
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
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.
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15 Recommendation Deferred
Fourth Report - Wales as a global …
Poor transport infrastructure significantly hinders Wales' ability to attract international tourists
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 … Read more
Government Response
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.
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16 Recommendation Deferred
Fourth Report - Wales as a global …
Require UK and Welsh Governments to develop proposals for funding transport infrastructure improvements
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 … Read more
Government Response
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.
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17 Recommendation Deferred
Fourth Report - Wales as a global …
Prioritise positive consideration for a new direct rail link to Heathrow from the west
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 … Read more
Government Response
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.
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18 Recommendation Deferred
Fourth Report - Wales as a global …
Require Welsh Government to re-examine visitor levy and mitigate negative tourism impact
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 … Read more
Government Response
The UK Government states it does not have any locus in this area as it is a matter for the Welsh Government.
Wales Office
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Government Response AI assessment · 18 of 14 classified
Accepted 9
Acknowledged 3
Deferred 5
Not Addressed 1
Total 14 recs + 4 conclusions