The Welsh Government has announced its plans to market Wales to the rest of the world during the World Cup in Qatar focusing on promoting an open, progressive nation and top business and tourism destination. In a bid to introduce the nation to new audiences and showcase the best of Wales the Welsh Government has launched a global marketing campaign targeting core international markets including the USA and Europe.
A campaign video focuses on the people of Wales as they extend a warm invitation to prospective new visitors showing off a variety of landscapes, landmarks, communities, and cultures that make Wales what it is today. Two more films are due to be released later this week.
Announcing the Welsh Government’s plans, economy minister Vaughan Gething highlighted how Wales' place at the World Cup would be used to proactively promote the nation's values including a passion for human rights, political and religious freedom, LGBTQ+ rights, inclusive education, and fair work at a time when Qatar's record on human and workers' rights is under the spotlight. As such when Wales kickstart their first World Cup campaign in 64 years against USA on Monday, November 21, First Minister Mark Drakeford will be in attendance "to support Welsh Government objectives of promoting Wales, engage in diplomacy, and, importantly, communicate Wales’ values as a nation". Mr Gething will attend Wales' final group fixture against England on November 29.
"When people see Wales they will see our values," Mr Gething said. "A global audience of five billion people gives us a unique opportunity to showcase our nation and create a lasting legacy. We are introducing Wales to the world, inviting them to learn more about us, our culture, our people, and welcoming them into Tîm Cymru. The campaign features stories from Wales featuring authentic voices from across our communities. They are stories that’ll make people feel something about us and make people want to be part of what we’ve got going on in Wales.
“As a government we have been clear we will proactively use Wales’ place in the World Cup in Qatar to promote our strong Welsh values. In Wales we are passionate about human rights and workers’ rights and believe that people should be free to live as their true authentic selves. We will continue to proudly advocate Wales’ approach to human rights, LGBTQ+ rights, political and religious freedom, inclusive education, and fair work. This is an opportunity to promote Wales but we also have an obligation to explain why we believe these values should be recognised. The management team, players, and the FAW have all spoken out on these issues and they have the full support of the Welsh Government in promoting our values as a nation.”
Send your message of support to the Wales team at the World Cup
A Lleisiau Cymru/Voices of Wales team of ambassadors has also been unveiled including former Wales captain Professor Laura McAllister, Olympic silver medallist and world champion Colin Jackson CBE, Welsh DJ and presenter Katie Owen, and renowned chef Bryn Williams. They will act as influential voices for Wales in Qatar, joining Wales football icons Ian Rush and Jess Fishlock who are both FAW ambassadors for the tournament. Laura McAllister said: "The World Cup offers an unprecedented opportunity for us to raise the profile of Cymru whilst also staying firm to and promoting our values of diversity, inclusivity, and respect for human rights. As Lleisiau Cymru we will ensure we maximise this unique opportunity for Wales, for football, and beyond." Representing the young people of Wales in Qatar will be Côr Dyffryn Clwyd on behalf of Urdd Gobaith Cymru, who are also a part of the Culture Squad.
A variety of Welsh artists will also be taking to the stage in Qatar, USA, and Canada as well as performing at international events as part of Gwyl Cymru, a national celebration taking place throughout Wales during the World Cup. These artists include rapper Mace the Great; Yr Urdd, with Côr Dyffryn Clwyd; The Barry Horns – a brass band made up of Welsh football fans; Welsh rap artist Sage Todz; and multi-instrumentalist Kizzy Crawford.
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