Wales lacks a distinct brand with efforts to market the nation to international visitors failing, the Welsh Affairs Committee argues today in its report on ‘Wales as a global tourist destination’.
It says the nation punches below its weight in attracting international visitors and also raised concerns over transport infrastructure and how the proposed tourism tax could impact the sector.
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.
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The Committee argues that VisitBritain lacks the knowledge and expertise to successfully promote Wales, and as such, is not achieving all it can on behalf of the nation, nor is it sufficiently promoting Wales in its marketing materials.
They are also 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. They said: “Transport infrastructure has been underfunded by the UK and Welsh Governments for a number of years.”
On the tourism tax, they added: “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 stands, may have a negative impact on the attractiveness of Wales to international tourists, and on the viability of affected businesses in the tourism sector.”
The report made a number of recommendations – including:
- 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 distinctive brand that raises awareness of Wales, which can be used consistently to help market Wales and to raise awareness of its location as a holiday destination.
- 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 agency would better serve the interests of Wales.
- 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 February 2024.
- 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 made by February 2024.
- 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 the potential positive impact on tourism of resolving this infrastructural deficit. The UK Government and Welsh Government must look creatively at ways to better fund transport infrastructure projects.
- We ask the Welsh Government to re-examine the visitor levy, and if they are still intent on implementing the levy, to consider ways of mitigating its potentially negative impact on the tourism sector.
- There has been success in raising the profile – and boosting visitor numbers – through television and film. Disney+’s successful series ‘Welcome to Wrexham’ has had a positive impact on visitor numbers. To capitalise on the series’ success, and to make the most of visiting tourists, the Committee recommends more effort is made to promote visitor attractions close to Wrexham.
Welsh Affairs Committee chair Stephen Crabb MP said: “Despite Wales’ countless and unique offerings ranging from sandy beaches and blue seas in Pembrokeshire, to the fastest zip line in the world for thrill-seekers in north Wales, the nation punches below its weight in attracting international visitors.
“The evidence our Committee received was clear: Wales lacks a distinct brand that can be marketed globally.
“UK organisations that should be responsible for promoting visits to Wales, such as VisitBritain, routinely overlook it in their own marketing materials. Tour operators fail to consistently offer Wales as a holiday destination.
“The transport infrastructure puts international tourists off coming to Wales, and the poor road network would make travelling to some special locations challenging.
“Is it any wonder Wales isn’t the global tourist destination it can be?
“These are missed opportunities for visitors to experience the best that Wales has to offer, but also for businesses and local economies that would thrive with increased visitor numbers. We need a more concerted push to promote Wales and to identify its unique brand that can be sold abroad.”
Jim Jones from North Wales Tourism said the key to marketing Wales was to build connections with communities abroad. He noted that Wrexham AFC's celebrity owners, Ryan Reynolds and Rob McElhenney, had helped "put Wales on the map".
He added that tourism websites needed to be multilingual to make them more accessible.
"We don't need to change in order to bring people in, because we have the assets. We have just got to go up there and tell them," he said.
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 chief executive of VisitBritain, Patricia Yates, said the company has generated an additional £34m in overseas visitor spending for Wales in 2019-20 alone.
"We're working with international travel trade to ensure Wales is sold internationally, this year inviting Welsh businesses on trade missions to China, India and the USA," she said, adding that the company is "bringing international tour operators and media on visits to Wales to boost product and destination knowledge".
