Partnership for Growth: Interim review of 2016 priorities Partnership for Growth: Strategy for 2013-20 was published in 2012. In 2016 the strategy was reviewed, and in the light of that, updated priorities for tourism were published on the website. At the end of 2018 we reviewed our progress against those updated 2016 priorities. At the same time, we also looked at the next steps for the period to 2020. Please note that this work was done in 2018, prior to beginning work on the new strategy for 2020 onwards.

PROMOTING THE BRAND Promoting 2016 updated Progress to end 2018 Next steps to 2020 Met? the Brand priority Building Strong brand In 2016 we launched a new unified brand to promote We are continuing to build the brand by G Wales’ Profile leadership driving Wales as a place in which to invest, work, live, extending it to new sectors and areas – (3.4.1) marketing, policy visit and study which has, since 2013, doubled the to ensure complete integration of Wales “A strategy for and product economic impact of marketing to £350 messaging and greater impact in market, Wales, not just improvements million per year. As well as a new look and feel, the strengthening the brand’s impact in target Visit Wales” brand is based on core Wales brand values and a clear markets with an emphasis on digital narrative. Other elements of the brand work have marketing in particular and embedding included the new themed years (see below). Since the brand’s visions in future policy and then the brand has been widely adopted. For example development programmes, an example of a major new Food & Drink industry quality assurance which is to do more to improve the ‘sense of scheme is founded on the Wales brand values and place’ offered by tourism businesses across the Welsh Government Economic Action Plan aligns Wales. We are putting in place stronger brand with the principles of the Brand. The new brand has evaluation measures. been welcomed by stakeholders, won international recognition (see below) and made a significant impact. Focusing Following investment in a range of adventure products, We are doing more to help tourism G development on such as Surf , we launched a series of businesses improve the quality of the product competitive holiday themed years (see below) starting with the Year of experience they offer – with a focus on types starting with Adventure in 2016. As noted, these campaigns have adventure, culture and landscape – but also adventure contributed to a £350 million additional spend per year, in other areas such as food and drink. Visit and have presented a contemporary, compelling and Wales is investing in data analytics to ensure consistent view of our country to consumers for our that this work is insight-led. We are working adventure, culture and landscapes. www.visitwales. with destinations/regions to hone in on their com competitive holiday propositions and to grow strong sub-national brands, reflecting the principles of the Economic Action Plan (see below).

1 Promoting 2016 updated Progress to end 2018 Next steps to 2020 Met? the Brand priority Iconic products and We introduced ”The Wales Way” in 2017 – a new The Wales Way is a 10 year project that aims G attractions including multi-modal tourism route, promoting holidays via to attract iconic new products and attractions doing more to different forms of transport from walking, to cycling, along the routes. Improving the product maximise key driving train, driving and more. Inspirational travel itineraries provision will be an ongoing process and transport routes into are resulting in new travel trade products. involving a range of stakeholders including and within Wales the . Key destinations – The new Wales Digital Gateway project is our customer We are considering how to work with Y reviving destination facing digital initiative. It includes a stronger focus on partners to refine destination-level marketing sub- showcasing destination marketing content (see below). propositions, with a focus on telling regional structure and destination-led stories through new content production structures. Distinctive Sense of Place is at the heart of the new Wales brand. We want to help industry better embed a Y experiences via a It is built on an approach that is inherently Welsh and stronger sense of place. The new industry- renewed sense of internationally outstanding. We have produced Sense facing Brand Hub will enable the industry to place programme of Place guidance and video case studies to encourage ensure that the offering has a strong “sense industry to celebrate a renewed sense of as a key of place” but is also international in quality unique selling point (USP) for visitors. standards. An integrated We overlay sector-led campaigns with unifying Wales- See above. New initiatives include a focus on G one Wales level marketing and content, aimed especially at “new” St David’s Day as a way to promote Wales brand approach markets. For example, the brand has also been used to internationally. underpinned by successfully recruit GPs to Wales. Digital delivery has digital delivery and been central to the new brand (see Digital First below). with international scope High profile award The Wales brand has received numerous awards We are shifting from television-led to cross- G winning campaigns including Best in Show and Gold at the European media approaches, and from “campaign” Design Awards. It was peer-nominated to feature at the periods to always-on in order to continue prestigious Beazley Designs of the Year at the Design to deliver high profile campaigns that are Museum in and our marketing campaigns have effective and have real impact. won several CIM and digital marketing awards.

2 Promoting 2016 updated Progress to end 2018 Next steps to 2020 Met? the Brand priority Working with a The quality of the Wales brand has helped secure We are working to establish fewer, bigger, G small number of partnerships with organisations such as Aston Martin, better partnerships to maximise our resources high-impact brand Red Bull, and Qatar Airways. These are part of a much and achieve greater reach and impact from partners for Wales broader ecosystem of relationships that includes our marketing. in-Wales event partners such as the Hay Festival and in-market media titles such as Brigitte in . Embracing digital Harnessing social media has been vital to the brand. We are investing in other brand social G opportunities Our social channels now drive over £150 million of channels such as wales.com on Twitter additional spend in the economy each year, and our and YouTube. Content engagement is social media following grew to just over 1 million in becoming our lead target – and by 2020 our 2017 and 1.4 million in 2018. Content engagement aim is to significantly boost Wales’s digital has doubled year on year. Visit Wales has just launched visibility via improved content production and on Pinterest reaching around 2 million unique viewers distribution, and to evaluate the economic in 2018. Visit Wales is seen as a centre of digital impact of this activity. excellence within Welsh Government. Thematic Years The Year of Adventure in 2016 was followed by the The 2019 Year of Discovery is underway and G Year of Legends in 2017 and Year of the Sea in 2018. the 2020 Year of Outdoors has just been The tourism industry welcomed these campaigns as launched. In order to avoid diluting the a focal point for product development and exploiting success of the themes to date, new themes Wales’s key strengths as a tourism destination. Wales will reinforce the previous themes and is starting to achieve real cut-through as an adventure the three pillars of adventure, culture and destination. The approach has created stronger landscapes. relationships between Visit Wales marketing and development teams, and is improving the product offer across the country.

3 Promoting 2016 updated Progress to end 2018 Next steps to 2020 Met? the Brand priority Product led approach Our marketing has focussed on bookable product to We continue to focus investment on new G to marketing (see drive consumers to visit Wales. Key initiatives such as high profile products that reinforce the below for product The Wales Way are product-led, providing inspirational themed years and the three pillars. We will do investment) itineraries for consumers and the travel trade. Industry more to harness insight to engage with the support grants (see below) have also enabled industry industry to develop new market-led products partners to invest in product marketing initiatives, such and to take these products to market more as the Mountain Bike Wales partnership, the Real Mid effectively in future. We will also use The Wales marketing campaign and Spirit of Wales. Wales Way as a hook for working with communities and businesses on product development, and to enable these partners to promote their products in new ways to international markets in particular. Attracting Maintaining our Following three years of strong growth between 2013- Our priority will continue to be high- Y high growth share of the domestic 2016, overall trips and spend by GB residents to Wales impact campaigns aimed at new, high-yield markets holiday market and fell in 2017 however interim results for 2018 suggest audiences in the core, mature domestic (3.4.2) boosting expenditure spend is growing again. Spend on tourism day visits to market – London and the South East in the Welsh Wales increased to £4.3 billion, the highest level since and other key urban centres). In-Wales economy 2012. engagement to drive more local holidays by people living in Wales will also be a priority. Refocussing Cruise remains a priority with its own small, dedicated Maintaining our position in the cruise market G marketing activity marketing plan and resource allocation. will depend on infrastructure development on new high yield A new dedicated Business Events approach aims to as well as continued marketing activity. For markets e.g. cruise, attract events aligned with Wales’s key sectors and the business events the focus is developing a business events growth regions targeted for inward investment, as well sustainable delivery model. We will keep as economic development, and academic, scientific or other high yield market opportunities under medical excellence. review including, for example, golf. Market Matrix The core domestic market has continued to be a priority We are reviewing the best use of resources G identifying priority – targeting new, high-yield audiences with the most in the light of , but at present , markets growth prospects for Wales. Elsewhere, the focus is on Germany and the USA are still important. We target territories including Ireland, Germany and the are putting more emphasis on cross-market USA. The business derived to Wales from the top 100 digital partnerships, retargeting markets with operators grew by 24% in 2017 – promising long-term an interest in the UK – including via the online growth from new international markets. We have also travel agents. tried to work with VisitBritain in all these markets.

4 Promoting 2016 updated Progress to end 2018 Next steps to 2020 Met? the Brand priority Become Digital Gateway Visit Wales is leading on the cross-Government Digital The new Digital Gateway will be rolled out in Y digital first including refresh of Gateway project to bring together four international early 2019. Once launched, the priority will (3.4.3) visitwales.com websites – wales.com, visitwales.com, the Study in be to grow the impact, and distribute content Wales Portal and Trade and Invest Wales under the via social networks and other partners. unifying wales.com website. Trans-media The Digital Gateway project is underpinned by an Next steps include embedding a digital/ Y approach to ambitious new content strategy with full integration content-led culture at the heart of the communications, across digital and social media channels, as part of our department. We are moving to a ‘COPE’ content hub move from television-only to multi-media content-led (Create Once Publish Everywhere) approach campaigns. to drive greater efficiencies and impact from our stories. Content eco-system See above. Visit Wales curates, creates and publishes By 2020 we will develop destination/regional Y for Wales enabling high-quality content from all parts of Wales – but propositions to underpin the brand and stories from across currently tends to lead on the approach from the provide a framework for stories across Wales. Wales to be collated, centre. We also support partners to produce brand-led We will invest in regionally-based content repackaged and content through a variety of grant programmes. editors/coordinators to help surface, tell and published across a share regional stories through the Gateway wide range of outlets structure – taking local content out to a wide quickly range of outlets quickly and digitally. We will also strengthen our approach to working with VisitBritain on content distribution via their networks. Continuing to grow Our social media following has grown significantly. As noted above, we are continuing to grow G our social media Those social followers are highly engaged. Social reach and engagement, investing in new communities content on our channels directly influence visits to platforms such as Pinterest and YouTube as Wales and contribute towards our annual additional appropriate, based on market trends and spend figures. Our strategy has shifted from driving analysis. Our targets for 2020 are 10 million traffic to the website to also recognising our social unique visitors and a 10% growth in spend channels as primary channels in their own right – with linked to digital. associated Key Performance Indicators (KPIs) linking to our overall objectives and additional spend targets.

5 Promoting 2016 updated Progress to end 2018 Next steps to 2020 Met? the Brand priority Beta Cymru attitude ”Beta Wales” is a test and learn approach to try All beta websites are due to be launched G – Wales as a test bed different approaches, test ideas, measure success and by September 2019, and at least one ‘Beta for digital innovation optimise our plan using audience insight and data to Cymru’ project a year will be delivered as part support this process. Since 2016 we have trialled new of the Gateway approach to 2020. digital-led innovative campaign approaches, including on social media, and seek to grow the approach with a digitally-led campaign, which includes a wide range of creative assets that we haven’t developed before. The Wales Digital Gateway is part of this, and the platform we’re putting in place for 2019 will have the flexibility to deliver further innovations. Drive Further develop See above. The new Business Events team works with Next steps include maximising the benefits G spend and business events Business and Regions colleagues to align the Business of ICC Wales opening in 2019 and the profitability including Event strategy with Wales’s regional approach and investment in Venue Cymru for broader pan- (3.4.4) International strengths in areas such as Advanced Materials & Wales benefit as well as strengthening and Convention Centre Manufacturing, Financial & Professional Services and sustaining the business events programme to Wales (ICC Wales) Energy to deliver pan-Wales economic benefit and to 2020. benefit from the momentum provided by ICC Wales. An integrated programme of trade shows, meet the buyer events, media engagement, digital and familiarisation visits are already generating leads and conversions. Drive sales through a A pro-active multi-channel travel trade programme This area of the industry has transformed G sharper travel trade targets domestic, international and inbound tour in recent years, so we need to continue approach operators with high growth potential to sell more Wales to modernise our approach putting more products. In 2017, Visit Wales influenced £11.2 million emphasis on digital channels as the market based on actual business from a “top 100” group of evolves, especially in a Brexit context. operators. This represents an increase in business of 24% The new Digital Gateway will be serving from £9 million for 2016. £24.6 million of business was bookable tours and tour operator products generated to Wales in 2017 by 488 operators we have to consumers and providing rich inspiring & targeted. The dedicated travel trade portal, aimed at practical itinerary and product content to the the Leisure Travel Trade including tour operators, travel travel trade. agents, coach operators and destination management companies, provides information to enhance tours already coming to Wales or to introduce Wales into programmes for the first time. 6 Promoting 2016 updated Progress to end 2018 Next steps to 2020 Met? the Brand priority Improve product A new tourism product database is a major pillar of the The new product database is our major Y information ongoing Digital Gateway work and will improve things priority. and content on significantly next year. We are working with industry to visitwales.com and ensure that the content is of the very best quality and do more to release underpins the broader Gateway with really rich data. data and content to third party providers Support Inspire product The themed years have provided leadership to the In future we want to do more to share Y industry to innovation to target industry on areas of focus for Wales, and The Wales best practice, insights and data with the boost revenue longer staying visitors Way has inspired new ideas and projects across the industry to drive innovation and product country. These initiatives have been underpinned by improvements. We will also focus more our support for product innovation, such as Zip World, resources on product distribution and visibility, Epic Retreats and Spirit of Wales. Best practice has been and on getting these experiences and shared via a range of industry engagement events and products to market. activities. As noted, GB overnight visitors are increasing, but the share of higher spending international visitors remains static. Encourage businesses See above (Digital Gateway and new content strategy). The new product database will aid the digital Y to improve digital The product database is a key aspect of this. We have visibility of business products. We will also do visibility and content also invested to help partners and businesses develop more to share insights and guidance with the offering, working the digital visibility of their products through for industry on product visibility and distribution, with global providers example digital product promotions for products such with an emphasis on digital distribution and booking agents as Mountain Bike Wales, the Ffordd Brailsford Way. channels. as appropriate Explore innovative, We have supported a number of digital interpretation We are doing more to use best-practice and G digital means projects including an I-beacons project in Ceredigion insight data to inspire industry partners to of improving and a Beacon Location App which brings together improve in-destination information, and in-destination content and information for all of the activity providers working with Transport for Wales to provide information provision as part of Adventure Map. This is backed up by an in-destination information at train stations in-destination campaign and competition, challenging and transport hubs across Wales. visitors to experience all 11 adventures linking back to the app and the website.

7 Promoting 2016 updated Progress to end 2018 Next steps to 2020 Met? the Brand priority Encourage cross- The thematic years have brought the sector together The Brand Hub will provide partners with easy G promotion between to promote Wales, whilst the Digital Gateway work is access to a rich bank of photography, film etc providers via creating a rich repository of content for partners to use from Wales. An improved product database thematic years in future. An API (Application Programming Interface) API will be made available to partners. approach and release from the existing Product Database is available to content and data partners. for third party use in Wales Encourage individual As noted, Sense of Place is at the heart of the Wales More will be done to 2020 as part of a G businesses to invest brand. Sense of Place, guidance and video case tailored industry engagement programme more in the local studies encourage industry to celebrate a renewed (see above). economy via a sense of place through their attractions and experiences refreshed Sense of as a key USP for visitors. Our teams work with Food Place programme and Drink Wales to encourage tourism businesses to and a renewed embrace local food and drink producers, to provide emphasis on industry guidance and to support events that have celebrating local significantly improved the tourism sector’s use of local food, drink, craft produce. and materials

8 PRODUCT DEVELOPMENT Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Product Flagship Since 2013 our different funding streams (in Our priorities are to ensure that the current G development attractions combination with EU funding) have invested over £12.5 pipeline is delivered on time and on budget, priorities Ensure there is a million in 229 projects across Wales from flagship and doing more to promote completed (4.3) strong pipeline of attractions to support for tourism infrastructure, projects. We will review the current funding new high quality marketing and destination management. New schemes in the light of demand and resources, attractions and perception-changing products include the Rib Ride and seek funding to replace current critical activity products and the Fforest Coaster and there is a strong pipeline EU resources which have been vital to Welsh of future projects. We have also supported high quality tourism. products such as the Creative Cardigan Lantern Parade and the Cragen monster, the Merthyr Rising and Dinosaurs on the Loose at National Museum Wales. We have also helped regions develop their own offer, such as #RealMidWales – Changing Perceptions. Quality Visit Wales has supported luxury hotels, spa and high Four Star hotels are a priority. There is G accommodation quality leisure facilities and 4 and 5 Star products. For now appetite in the sector for investing in Develop a strong example, Neauadd Caer Rhin Hall in is a 4 Star high quality accommodation, but as noted inward investment 72-bedroom country house hotel with spa and leisure funding is needed to replace current critical offer with a complex, whilst there is now a 5 Star B&B in Globe EU resources. Two notable opportunities particular focus House, Angle, . A derelict pub on the to develop the hotel product in Wales are on high quality High Street of Rhosneigr is now a 5 Star restaurant. Visit the development of a 106-bedroom Hilton branded hotels Wales partnered with GVA to launch an event bringing Garden Inn Hotel at Surf Snowdonia (as part whilst continuing leisure developments, hotels and attractions together of its second phase of development), and to support with potential investors, preceded by a “getting pitch a 154-bedroom Mercure branded hotel in upgrades to quality ready“ event for local authorities. the centre of Newport, which accords with accommodation the creation of the International Convention Centre Wales.

9 Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Business and The new International Convention Centre Wales See above. Our priority is to develop a more G Events due to open in 2019 will cater to the market for world sustainable approach to business events. Invest in products class conventions. The new slate and glass building to cater for hold over 5,000 delegates, and offers 2,000 onsite car Business and parking spaces. It is located very close to the M4. We Events markets have also invested £1.46 million in Venue Cymru to including the accommodate more business events and conferences. proposed Wales International Convention Centre at Celtic Manor Cruise There were 103 calls for Wales in 2018, representing Continuing growth will depend on investment G Develop 30% growth bringing in 54,000 passengers. Examples in port infrastructure for larger cruise ships and modern cruise of investment include the Isle of County to shelter cruise passengers on the dockside infrastructure Council – Regional Cruise Project creating from rain and wind while waiting to embark/ at key ports to a “legendary” welcome and experience for passengers disembark. Plans are being considered in continue to grow including jetty-side performances and events in for a 370 metre multi-user berth. the market Holyhead. The project has created three promotional In 2020 we are delivering workshops films for cruise trade shows and for use digital media across Wales bringing businesses and local focusing on Year of the Sea 2018. A new pontoon in communities together in order to develop new Fishguard through the Economy Futures Fund – Tourism itineraries and new artisan and food supplier Investment Support Scheme (EFF-TISS) investment fund markets dockside to showcase local suppliers resulted in 34 cruise calls in 2018 and for 2019 the to the cruise lines. cruise passenger numbers in Fishguard are up by 110%. The investment has allowed Fishguard to attract larger vessels with 2,500 on board.

10 Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Develop heritage At Caernarfon we facilitated investment in new cinema We will further develop this in the next G and cultural facilities at Galeri, a new terminus building for the strategy inline with the Cadw business plan. experiences Welsh Highland Railway, improvements for visitors at We will work with Cadw to better integrate Work with key the castle and the Island Site artisan quarter showcasing heritage into the wider Cymru Wales brand, stakeholders Welsh Crafts. We have supported heritage sites such and with heritage organisations such as the including Cadw to as Hay Castle, supporting the development of Hay on to increase their Welsh food and support investment Wye as a world class destination, aligned closely to drink offer. in the visitor both heritage and cultural themes. We also supported We have developed a new culture and experience and St Cybi’s Church and Roman Fort, Holyhead, and tourism investment board to ensure alignment accommodation the Monmouthshire & Canal in Torfaen and between our funding activity. provision at Caerphilly, new attractions such as the Museum of landmark heritage Speed at Pendine and the new steam engine visitor cultural attractions attraction at Vale of Rheidol terminus as well as finding new uses for historic buildings such as the new accommodation at Caerhun. We have supported heritage events such as Fire and Sea Festival (G ˆwyl Tan a Môr), Literature Wales’s Land of Legends – Literary Tourism In Wales and Myths, Folklore & Legends of The . The multi- The new visitor centre and facilities are open and St Fagans been identified as a key site along G million pound in operation. The site has been recognised as an The Wales Way, potentially linking with wider redevelopment of exemplar in terms of Welsh food and drink (see below). marketing initiatives. St Fagans National Museum of History

11 Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Food and Drink Visit Wales is using marketing and investment to The Economic Action Plan identifies both G Continue to encourage more tourism businesses to source Welsh food and tourism as foundation sectors in strengthen products, to use them on menus and in recipes, and the Welsh economy so continuing to support Wales’s growing to make greater use of the . As well as businesses and promote the quality of Welsh reputation as a investing in destination restaurants and cafes such as food and drink will be more important than food destination Cobbles or Dylan’s, we help develop food and drink ever. including products, such as Blas Cambrian Taste or the progressing Tourism – #RealMidWales promoting authentic, locally priorities set out in produced food and drink. We also holding supplier-to- the Food Tourism buyer events and showcase local food and drink at Visit Action Plan, Wales roadshows and international events such as IBTM (FTAP) in Barcelona and IMEX in Frankfurt in 2018. Businesses have access to a suite of online Food Tourism toolkits and one-to-one support. Wave 2 of the Visit Wales visitor barometer survey in 2017 showed that more businesses were using Welsh food and drink than previously, and that they were using their menus, web sites and word of mouth) to promote their Welsh offerings. Emerging We have invested in digital innovations such as the Priorities are working with the Welsh Y technology Sea Wales 7D augmented reality for the Wildlife Government digital team to ensure that there Work with the Trusts, I-beacons in Ceredigion and Aberystwyth, Time is digital connectivity along The Wales Way, industry to harness Travellers goggles at and Storm Centre and contracting with Superfast to provide new technology in . Future projects include cameras to additional training programmes ahead of the to create exciting provide access to high quality images of breeding launch of the Digital Gateway. transformative ospreys at D ˆwr Cymru Cyf – Llyn Brenig, Time Travel visitor experiences virtual reality (VR) at Blaenafon, and VR experience and improve for visitors at the . As noted industry below, our Quality Advisors signpost tourism businesses competitiveness to Superfast Wales programme and direct businesses to online digital training.

12 Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Quality Quality Assurance In 2018, 132 accommodation businesses and 26 Priorities include rolling out the new brand G Assurance schemes attractions achieved the Visit Wales Gold Award for signage, certificates and logos, continuing (4.4) excellence in their facilities and customer service. Overall to review the criteria for Quality Advice (NB no specific the number of 4 and 5 Star businesses has increased schemes in line with review recommendations, priorities in from 69% (2012) to 75% (2018). Tourism businesses introducing additional Welcome Awards to 2016) are also accessing more services – 533 have registered recognise businesses that cater for visitors with onto Superfast Business Wales (SFBW), 426 of which specific needs or interests e.g. anglers, pets, have been through the full service. Visit Wales teams motor-bikers, motorhomes and working with also work to raise standards in other areas. 190 activity Business Wales to strengthen the business providers have now signed up with the new joint support role of quality process. We will also Wales Activity Tourism Organisation (WATO) approach introduce an online tool for businesses to to accreditation for outdoor activities, which gives develop Accessibility Guides (to replace Access visitors a simple way to select safe, high quality activity Statements) to help potential visitors with providers across Wales. Alongside other national tourism accessibility information that will eventually organisations, we recognise that Quality Assurance feed into a consumer search function. needs to change in light of the new operating environment, but that they continue to be relevant to partners and businesses so are working with others to review the system. Improving Work with Welsh See below. The Severn Bridge tolls were removed in See above. We continue to liaise closely with G Connectivity Government December. transport colleagues. to Wales Transport Division (4.5) to ensure that Road tourism needs are considered as part of future infrastructure schemes, as well as any discussions on further Severn Bridge Tolls

13 Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Do more to The Wales Way is our flagship product to promote As noted, The Wales Way is the focus of G develop and key tourism routes (see above). Projects such as the this work, and we will continue to invest in promote Wales’s North Wales Coast Light Railway – Great Little Trains product development along the route, as well key tourism routes for Wales (building on the success of the Big Train as working closely with Transport Division, the to visitors in Little Train project) will link to The Wales Way to Coast Path and others. collaboration with attract visitors arriving by road. We have also supported Transport Division rural connectivity projects such as the National Park Authority – Welcome Points Development and Conwy County Borough Council – Tourist Signage and Maps. Engage with We have provided some support to help local authorities We will continue to invest in infrastructure that Y coach operators engage with coach operators including helping facilitates increased coach groups. via travel trade Ceredigion, , Pembrokeshire & county activity to ensure councils install “Smart” CGI display screens on Traws that coach travel Cymru T2 & T5 buses. We are also investing in coach to and around parking facilities, toilets etc across Wales to support the Wales grows most coach transport offer. effectively Rail Work with Welsh Visit Wales met rail franchise bidders as part of We are working with the Transport for Wales G Government the procurement process to identify marketing franchise to realise the opportunities discussed Transport opportunities, specific opportunities to collaborate during the bidding process. Division to advise on rail journeys around The Wales Way and to target on tourism consumers in Wales to take more local holidays and requirements from short-breaks. future rail franchise agreements

14 Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Build on Visit Wales marketing has a partnership with Great We will continue to build on these types of G relationships Western Rail and previously with Arriva Trains Wales. opportunities with the new Transport for with key travel As noted above, we have also supported a range of Wales franchise. companies serving community rail partnerships throughout Wales. Wales with more marketing activity on the network and at stations linked to the high- speed development over the coming 3-5 years Continue to Transport for Wales has appointed a dedicated Visit Wales Marketing will work closely with G inform the marketing lead for the branding and marketing for the Transport for Wales to ensure that this activity development of Metro project. aligns with the Wales brand work and meets the Metro service the tourism requirements. and the branding/ marketing approach to ensure that tourism requirements are met Connectivity – Continue to In 2013 two cruise vessels arrived at Fishguard; in 2018 We are continuing to target new lines to call at G Sea lead the work of Fishguard welcomed 36 cruise ships (see above). We Welsh ports and to increase turnaround calls. delivering a strong have attracted new lines (NCL and Viking) and continue We will continue to exhibit at trade events and sustainable to attract “explorer” vessels due to our wildlife, flora including Seatrade , Seatrade Med and Cruise programme and fauna offering. We continue to build strong Cruise Shipping Global in Miami. Our B2B calls for Wales working relationship with all cruise line executives. We will continue in UK, Europe and USA. have also supported the welcome programme and new promotional videos for North Wales to be used at international cruise exhibitions.

15 Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Continue to Visit Wales operates successful partnership campaigns With Ireland a continuing focus, we are G deliver practical with sea carriers in Germany and Ireland, which have working with Stena and Irish Ferries on joint tactical campaigns played a key role in our efforts to focus on more marketing partnerships. with sea carriers targeted, partnership-led activity in these markets. including DFDS, Seaways, P&O Ferries Develop more As part of a new focus on fewer, bigger, better A close working relationship with strategic G strategic relations commercial partnerships, Visit Wales will consider partners such as Stena and Irish Ferries enables with these existing sea carrier market specific partnerships and us to plan mutually beneficial activities. companies to broader opportunities that these might present. For consider long term example, Wales messaging appears on board ferries. route development as well as multi-market promotional opportunities Connectivity – Work with the new Visit Wales has worked with Airport and Welsh In future, we need to work more closely G Air Welsh Government Government Transport Division on a marketing strategy with VisitBritain over aviation related route Aviation Team as linked to future route development plans. Key outcomes partnerships. well as VisitBritain, from this early work include a new joint marketing to develop a Route partnership with Qatar Airways, a new strategic Development marketing partnership with KLM, dialogue with Flybe Strategy for Wales over more strategic, joined up annual campaigns, and involvement in a VisitBritain/Marketing Manchester led partnership with Virgin Atlantic (co-promoting North Wales). Working with Visit Wales worked closely with VisitBritain and Cardiff Visit Wales will continue to support this event G VisitBritain, ensure Airport on a presence at World Routes 2016 and 2017. annually. that Wales as a destination is represented at World Routes 2016

16 Product 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Regular meetings See above. Ongoing. G with airport and airline partners to explore strategic new route development priorities Work in See above. Ongoing. Y partnership with airlines and airports to promote flights to Wales or gateway airports in our key target markets with the aim of delivering a tangible increase in inbound passenger levels Transport hubs Work with partners at the key transport gateways within In 2017 a takeover of Euston Station G Wales, as well as major access points outside Wales, raised awareness of Wales whilst we have such as Euston and Paddington stations, to improve also supported partners such as North Wales Wales’s visibility and the visitor experience within these Tourism at Manchester Airport (see above). hubs. We have also invested in the rebranding of Holyhead Port to make it more welcoming to international visitors (also see above – Cruise).

17 MAJOR EVENTS Major events 2016 updated Progress to end 2018 Next steps to 2020 Met? priority Attract Attract new high In 2017/18 we supported 22 cultural and sporting We are working with partners in Wales, G more major profile events events across Wales from major events such as the UEFA the UK and internationally to attract more international drawing high Champions League final, to creative events such as the major international events to Wales, looking sporting spending visits Machynlleth Comedy festival. Together, those events at potential opportunities such as the 2030 and cultural from outside Wales attracted over 282,000 visitors to Wales, generating a FIFA World Cup. However, this is a fiercely events to direct economic impact of £72.5 million and supporting competitive market, and there are significant Wales in the over 1,600 jobs in the tourism economy. We also link challenges in maintaining and building Wales’ period 2019- events to wider agendas – for example, event companies position. We also want to grow existing events 2026 applying for Welsh Government funding should source in Wales and create new ones. (5.3) Welsh food and drink for their events. Support Thematic In 2017 the UEFA Champions League Final, ICC We will continue, wherever possible, to align G Years with Champions Trophy and Senior Open Championship our investment in events with the thematic anchor events successfully delivered a “Summer of Sporting Legends”. years and also The Wales Way and Welsh already planned The Volvo Ocean Race, was hosted in Wales for the first Government capital investments in tourism for the Year of time in the history of the race, and was the focal point facilities. Adventures, the for “Year of the Sea”. It provided Welsh ministers with Year of Legends a global platform to promote a range of sustainability and the Year of the policies and programmes. Sea Maximise branding In 2017 we concentrated on a “Top Deck” of five events Marketing activation for future events will G opportunities that resonated with Wales’s marketing priorities as they continue to support and reflect Wales brand for each event reflected a thematic year, provided access to target values of Authentic, Creative and Alive, and to provide a territories or appealed to target audiences. This delivered provide source for content for use in marketing distinctive Welsh a new level of collaboration between the supported campaigns around Wales’s Thematic years and experience and events portfolio and Wales’s marketing objectives which new tourism products such as The Wales Way. generate valuable has improved value for money for marketing spend. content and free publicity around the world

18 Major events 2016 updated Progress to end 2018 Next steps to 2020 Met? priority Publish a calendar As noted, Major Events and Visit Wales now work closely G of events taking together on attracting events, and on marketing events. place in Wales Visit Wales now publishes a calendar of festivals and and provide visitor major events across Wales. There is some evidence that information and Visit Wales’s marketing is contribution to more shoulder promotion via season visits. Visit Wales media and campaign platforms to drive opportunities for year round, extended and repeat visits

19 PEOPLE DEVELOPMENT People 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Priorities Continue to work The Tourism Industry is represented on all the Regional We are continuing to work with the private Y to 2020 with the Department skills learning partnerships whose annual reports to sector through the regional skills partnerships (6.3) for Education and Welsh Government influence further education and and with the Welsh Government skills policy Consensus the education apprenticeship learning across Wales. We have worked team. that Visit training sector to with Careers Wales to create a tourism skills leaflet to A pilot project with Careers Wales is Wales remit influence skills inform school pupils of careers opportunities within encouraging more tourism businesses to should not training programmes the tourism and hospitality industry and improve their engage with local schools and raise awareness extend beyond and apprenticeships spotlight on tourism web page for students. of the careers opportunities in the industry. the current schemes to ensure strategic they support the coordination tourism sector and and remain in step influencing with industry and role – there is customer needs ample training provision in both Further Education (FE) and Higher Education (HE) – the priority is to ensure the industry is aware of and takes advantage of training available

20 People 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Drive greater The skills page on the sector-facing Tourism Zone has We are reviewing this to ensure it is easily Y participation by links to skills gateway, the Business Online Support accessible for businesses. tourism businesses Service and information on apprenticeships. A ten hour in the Welsh free online course in Welsh for tourism businesses is also Government Skills available. Gateway and new Business Online Support Service Consider the role See above. As part of the Quality Advisor’s visit, advisers Quality Advisors will continue to discuss and G of Quality Advisors discuss skills and training and signpost operators signpost as appropriate. in promoting and to Business Wales and Tourism Zone skills page as signposting skills appropriate. development and training and feeding back industry needs Fund the co- Although we began work on this initiative with three R ordination role for destinations, this was not completed, in part due to a small number closure of a key partner organisation. of destinations assisting them to achieve World Host Destination status and to use the learning to develop best practice standards for other destinations across Wales Introduce a National The Tourism Advisory Board decided not to include a We will consider revisiting this as a category in Y Tourism Award customer service specific category in the2018 National the 2020 awards. for excellence in Tourism Awards in order to maintain consistency across customer service in Wales. 2017/8

21 People 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Investigate with Although it has not been possible to incorporate a Y the Department customer service element in the Welsh Baccalaureate, for Education consideration is being given to development of greater the possibility “soft skills” across the school curriculum. of developing a customer service element in the Welsh Baccalaureate Progress the Four successful Learning Journeys were completed, To consider a need for any further learning G Learning Journeys taking key Welsh businesses in the Hotel, Spa, Business journeys. project to develop Events and Attractions sectors on journeys to learn from best practice premier businesses in the UK .The hotel sector group around key shared their new insights by hosting their own learning strategic priorities journeys with local Welsh businesses. The Business and emerging events learning journey was pivotal in corralling a group opportunities of major players in this sector and has been the driver including business behind the new Visit Wales Business events programme. tourism, and to maximise benefits of knowledge transfer to participants and across wider industry Continue to promote In 2017 the Regional Tourism Forums met regional skills A new project is linking tourism businesses G and communicate stakeholders including Careers Wales, FE colleges and with local schools to change perceptions. We partners initiatives apprenticeship providers to identify key issues and to are continuing to work with Careers Wales and aimed at changing explore some of the solutions. The cruise team deliver others to influence young people, and people perceptions of career days in local colleges and provide opportunities to consider tourism careers. We are arranging careers in tourism for young people to visit cruise ships to see different visits for Coleg Ceredigion and Coleg Llandrillo departments in action. to cruise ships in Holyhead and Fishguard.

22 People 2016 updated Progress to end 2018 Next steps to 2020 Met? development priority Encourage provision Visit Wales has worked with Wales Official Tourist New training will be delivered in North and G of qualified Guides Association (WOTGA) to confirm accreditation between May and October 2019 guides and local process and supported subsequent funding application ready for the 2020 cruise season. ambassadors with to develop best practice in quality guiding. Cruise suitable language Wales has trained people living in Wales with German skills to meet language skills to become ambassadors for cruise the demands of passengers. international visitors Potential new Sector representatives have identified the need for Visit Wales are working with the Welsh Y hospitality school specific hospitality schools. As this is outside our remit, Government skills policy team to align we are liaising with skills policy colleagues who have priorities. requested evidence from the industry for this view.

23 PLACE BUILDING Place 2016 updated Progress to end 2018 Next steps to 2020 Met? Building priority Priorities Audit the destination We have strengthened our support for projects that This issue will be considered in the next plan. Y to 2020 partnership bring partners together. For example, the Gwynedd (7.3) approach to Ffordd y Môr project promoting products along the A good spread establish how Welsh Wales Coast Path is a new working partnership between of growth in Government should Gwynedd, Ceredigion and Pembrokeshire County visitors and work with the Councils, delivering destination priorities whilst being high levels of public/private sector fully aligned with The Wales Way and the Wales brand. satisfaction partnerships to Another example of stronger partnership is the Real Mid but relatively support a network Wales marketing campaign – a collaboration between few of the of sustainable Mid Wales Tourism and the destinations of Cambrian destination destinations that Mountains, Ceredigion and Mid/North Powys. brands in are developed and Wales are as promoted in line well known as with market needs leading holiday and local priorities resources and Align funding In 2016 we launched a new small scale EU We are exploring ways to sustain support for G city break support for product infrastructure fund (Tourism Amenity Investment product development in future years. destinations development Support [TAIS]) targeted at destination development to destination and today all Welsh Government grant funding for management tourism projects must now be linked to Destination priorities Management Plans which identify local priorities, developed by public and private stakeholders. In 2016-18, 29 Regional Tourism Engagement Fun (RTEF) projects linked to local Destination Management Plans. Other examples include the investment in Pont ar Daf, Rhossili and Pont Nedd Fechan.

24 Place 2016 updated Progress to end 2018 Next steps to 2020 Met? Building priority Identify destinations Visit Wales introduced a “Best Destination” award to Following the development of the Brand, Y with best growth the 2018 National Tourism Awards – won by Brecon we are now looking at sub-national regional potential and the Beacons. brands and how best to support them. market strength to be promoted as lead sub-national destination place brands Make the best use of Visit Wales has secured £27.7 million of EU funding that Expected completion of all projects December G the recently secured will deliver a total investment of £62 million to develop 2020. EU funds totalling eleven “must visit” destinations across Wales. The £85 million to deliver programme will target investment in established and strategic tourism emerging destinations such as Saundersfoot, Porthcawl, infrastructure Colwyn Bay Waterfront, Caernarfon, Pendine and Holy investments at Island on Anglesey. Projects are due to be completed by eleven coastal, end of 2020. historic and adventure destinations across Wales Promote the new See above for Destination Management plans. The G online tool kits to Sustainable Tourism toolkit is online here. support industry to develop a sustainable approach and distinctive sense of place

25 Place 2016 updated Progress to end 2018 Next steps to 2020 Met? Building priority Provide strategic See above. Continue to work with transport colleagues in G policy advice on relation to proposed infrastructure. the importance of tourism and the benefits that could be realised from the investment within infrastructure such as the M4 and rail electrification

26 PROFITABLE PERFORMANCE Profitable 2016 updated Progress to end 2018 Next steps to 2020 Met? performance priority There is still Monitor competitive Value for money is a strong factor in leisure holiday It continues to be important for Wales to offer G a strategic perceptions of value decisions for both domestic and international visitors. value for money and to continue to monitor challenge to for money and The substantial fall in the value of sterling since 2016 has and respond to market conditions including increase visitor advise industry of made the UK better value for money for both domestic any strengthening of sterling. Increasing visitor yields and changing market holidays and inbound international visitors. Wales is yields remains a key challenge especially with occupancy conditions and perceived to offer good value for money amongst falling trip lengths. levels that still price sensitivity of domestic holiday takers and nearly a quarter of active lag behind key markets and UK holiday takers say they are likely to take more UK other parts opportunities for holidays in 2019, with many citing financial reasons and of the UK them to upgrade, affordability as reasons. However, international visitors – however strengthen and are more likely to perceive the UK as expensive and competitive extend their market fewer travellers are now stating the fall in the value of perception of appeal the pound will make it more likely they will visit Britain. offering good value may have been a factor in Wales securing a growing share of the domestic staying visitor market

27 Profitable 2016 updated Progress to end 2018 Next steps to 2020 Met? performance priority Businesses in Wales Through the Tourism Barometer, tourism businesses G to deploy effective consistently report similar or increased visitor levels yield management and profits, although rising costs and tighter market and customer conditions are barriers to performance. Visit Wales shares marketing to best practice and signposts the support available through encourage added Business Wales and there is a Tourism Association value visits, longer sustainable tool kit to help businesses be more stays and repeat effective. visits with the aim of growing improved customer experience, occupancy and profitability all year round Target marketing Whilst the majority of overnight and international trips G activity at higher peak in the summer months, Visit Wales marketing has yield, year round helped to influence an increase in shoulder seasons. Day markets including visits are more evenly spread. Wales has an increasing growing trips share of overnight trips and spend by GB visitors in from international recent years. visitors, business and events, a cultural and activity visits, new first time visitors and a balance of short breaks and longer stays

28 Profitable 2016 updated Progress to end 2018 Next steps to 2020 Met? performance priority Target support at As noted above, Visit Wales continues to target high G businesses and yield markets, notably emerging business markets, and events that can now works closely with the Major Events team. For demonstrably example, the Fire and Sea Festival in Harlech attracted grow higher yield over 1,000 visitors and helped support local businesses. visits, year round operation and maximise local spending and employment Develop Wales See Promoting the Brand above. G brand and marketing messages as a strong value proposition, and promote a more distinctive experience-rich premium brand Destination As noted, the £12.5 million funding for tourism since Continue to support distinctive and authentic G Partnerships 2012 has included distinctive local events, has increased experiences. to encourage awareness and use of local food and drink and is secondary spending supporting local jobs. For example, Conwy’s “The in the local economy Tournament” in June 2017 brought the town’s medieval by visitors and history to life attracting visitors during a normally quiet businesses providing period of the year. All the accommodation in Conwy a distinctive and Town was fully occupied over the event with bed spaces authentic experience 20% up on the previous year for this weekend. promoting local food and drink, arts, crafts and events and specialist local shopping

29 Profitable 2016 updated Progress to end 2018 Next steps to 2020 Met? performance priority Consider impacts These issues are consistently addressed in internal policy Ongoing discussions on tourism tax. G of taxation and briefings. Visit Wales has also worked closely with relevant policy industry and with teams across Welsh Government to development address these issues. on costs, competitiveness and sustainability of tourism business and feed into policy leads accordingly

30 PARTNERSHIP Partnership 2016 updated Progress to end 2018 Next steps to 2020 Met? priority Priorities to 2020 Improve Marketing and tourism activity within Welsh The challenge is to encourage better G (9.3) governance Government is now overseen by an internal Tourism dissemination of information at a local level, mechanisms Management Board. The four regional forums are from forum members to their own local areas. to ensure flow a vital link between Visit Wales and the sector. Chairs We are also working with UK counterparts Facilitate of information are invited to Tourism Management Board and meet to ensure Wales benefits from any future UK development of between regional directly with the Deputy Minister for Culture, Sport sector deal for tourism. the new Regional Fora, Destination and Tourism. Forum chairs or members represent Fora to increase Management tourism on wider regional agendas, through initiatives the private Partnerships such as the North West Economic Ambition board, sector’s role in and local tourist the Growing Mid Wales Partnership, the their delivery associations City Deal and regional skills forums. In 2017 our first and strengthen tourism summit brought experts and stakeholders communications together to explore future industry trends and with Destination emerging issues. Management Partnerships and local tourism associations – develop criteria for support for tourism associations – in light of local authority cuts ensure the benefits of tourism and the implications of any cuts are made clearer to key decision makers

31 Partnership 2016 updated Progress to end 2018 Next steps to 2020 Met? priority Review the Following a review of Tourism Associations, and in We will continue to disseminate material G role of Tourism light of resource constraints, the decision was taken and provide online support for Tourism Associations and to focus on providing advice, guidance and online Associations and encourage stakeholders to how Visit Wales support. The website has been revamped. Visit engage through local destinations. and stakeholders Wales has also created a specific guide for local can most associations. effectively support them Audit Destination See above – note that all funding is now linked to As noted above this issue will be considered in Y Partnerships a requirement for Destination Management Plans. any new strategy. structure to refocus Following announcements on Local Authority funding support, reorganisation in 2017, we decided that it was depending on premature to review the structure of Destination commitment and Management. capability to drive forward the actions in plans linked to wider strategic priorities

32 Partnership 2016 updated Progress to end 2018 Next steps to 2020 Met? priority Continue to Visit Wales engages directly with the Wales Tourism As well as maintaining the current level of G consult with key Association, the UK Hospitality Association a engagement, we are exploring ways to engage industry bodies wide range of other bodies through the regional the sector more actively in developing the next to help inform forums. The forums have provided advice on policy strategy. strategy, policy development such as the tourism tax, the new and programme National Development Forum, helped decide the delivery award categories and selected regional winners for the National Tourism Awards 2018.The annual roadshows are another opportunity to share information and gain feedback. Attendance doubled between 2014 and 2018, with 90% satisfaction ratings. There are 10,500 subscribers to the Visit Wales industry newsletters with opening rates in the early 30% (above 25% is considered good). Newsletters and bulletins are performing well with a click through rate of 6% (above the 4% “good” rating). Industry feedback has been that engagement with the industry is better than it has ever been. Produce better Visit Wales has just produced four regional investment The Digital Gateway content strategy will work G regional and brochures containing regional breakdown of figures more effectively with local/regional destination destination level North / Mid / South West / South East marketing partners on content. We also need evidence and to resolve the challenge of providing more communicate this As noted below, we have helped to make the case for timely data. more widely to the value and benefits of tourism to local authorities. the industry and decision makers at a local level to ensure budgets are protected and allocated to reflect the benefits, requirements and impacts of the visitor economy

33 Partnership 2016 updated Progress to end 2018 Next steps to 2020 Met? priority Engage with We have presented to all of the economic fora and Visit Wales teams are continuing to work G the Regional ensured that tourism is represented in the North West with Growth Deals as they emerge in order to Economic bodies . We have also worked with City regions incorporate tourism requirements. Continue to ensure tourism to set up an investment strategy for regions. improve the way we provide timely and is considered relevant information to the sector. and priorities in their plans and that these integrate with local destination management plans and strategic tourism priorities Engage better Teams in Visit Wales have had frequent engagement We continue to work with local authorities, G with key decision with Local Authority Councillors, CEOs and Leaders and will consider more structured engagement makers at a Local over tourism issues. Active regional engagement, as part of the strategy review. Authority level including attending scrutiny committee, has contributed to Neath Port Talbot reinstating their tourism function.

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