Wales adopts major tourism strategy

A major new tourism strategy has been announced this week by the Welsh government.

The new strategy is intended to develop the Welsh tourism sector by 10 percent between now and 2020. Manon Williams, the new chief executive of tourism and marketing for Visit Wales, the body responsible for developing Welsh tourism, has been the guiding force behind the creation of the strategy, which is intended to maximise the country’s high quality and iconic products and events while at the same time building on its reputation.

The views of 1,000 individuals, operators and businesses involved in the Welsh tourism industry were sought as part of determining the strategy for future tourism in the country. Following this consultation, five key focus areas emerged. These are, Promoting the brand, Product development, People development, Profitable performance and Place building.

The strategy intends to place additional importance on the creation of more luxury and branded hotels, well-being facilities, heritage hotels that utilise historic and distinctive buildings, year-round attractions, activities, cultural experiences and innovative and unusual products.

In addition to focussing on the obvious potential of the British domestic market, Ireland, the USA and Germany have also been highlighted as key overseas markets that should be targeted for Welsh tourism growth.

Manon Williams said, ‘This strategy is the beginning of a new direction for tourism in Wales that will support growth in the sector during the coming years. We want to work more closely with partners in Wales and the travel trade to develop our offering and ultimately increase visitor spend to Wales.’