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.
