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Wales. Domestication As a Tourist Marketing Strategy Vol. 2 Nº 2 págs. 233-241. 2004 https://doi.org/10.25145/j.pasos.2004.02.018 www.pasosonline.org “Unothering” Wales. Domestication as a tourist marketing strategy José Igor Prieto Arranz † Universidad de Oviedo (España) Resumen: Los turistas que visitan el País de Gales son mayoritariamente británicos y su organización nacional de turismo, la Wales Tourist Board, aunque ciertamente está intentando aumentar su cuota de visitantes extranjeros, presta especial atención a aquellos materiales promocionales destinados a una audiencia nacional británica. Dichos materiales, que han sido distinguidos con varios premios en el sec- tor, serán el objeto del presente trabajo, que resalta en especial sus dos características principales: por una parte, su naturaleza intertextual “empotrada”; y por otra, la domesticación de todo lo que entiende por típicamente galés. Como resultado, Gales se acaba convirtiendo en una versión “agradablemente diferente” e incluso perfeccionada de Inglaterra, un claro indicador de que a quien se tiene en mente principalmente es al potencial turista inglés. Palabras clave: Domesticación; Ideología; “Otredad”; Estrategia de marketing; Inglaterra; Gales Abstract: Tourists in Wales are overwhelmingly British and its national tourist organisation, Wales Tourist Board, although certainly attempting to widen its share of foreign visitors, does pay special atten- tion to those promotional materials designed to target the domestic British readership. Such award- winning materials will be analysed in the present work, which places special emphasis on their two main features: on the one hand, their embedded intertextual nature; on the other, the obvious taming or domes- tication of Welshness. As a result, Wales is turned into a “gratifyingly dissimilar”, even perfected ver- sion of England, mostly catering for the potential English tourist. Keywords: Domestication; Ideology; Otherness; Marketing strategy; England; Wales † • Specialism: English for Tourism, discourse of tourism promotion, translation. © PASOS. Revista de Turismo y Patrimonio Cultural. ISSN 1695-7121 234 “Unothering” Wales … Taffy was a Welshman, Taffy was a thief; last couple of years, job creation in Wales in Taffy came to my house and stole a piece of the field of tourism exceeded expectations, beef: due to which the National Assembly for I went to Taffy’s house, Taffy was not at Wales, in view of the good results, in- home, creased WTB’s funding more than consid- Taffy came to my house and stole a mar- erably (WTB, 2002b: 10; 13). row-bone. More than a matter of size, then, the (Traditional English nursery rhyme. problems of the Welsh tourist industry are Source: Paxman, 2001: 46) related to market distribution. On the one hand, Wales is overdependent on domestic Introduction –especially English- tourism (ECTRC 1998: 107), which somehow parallels the situa- A quick analysis of some of the latest tion to be found in Scotland and Northern statistics will prove that Wales is currently Ireland. On the other hand, Wales has al- one of the UK destinations least frequented ways found it very difficult to attract over- by tourists, especially as far as overseas seas visitors, which may be caused by the tourism is concerned. Thus, Wales has one low awareness of Wales in many foreign of the lowest rates of tourist attractions per countries (WTB, 2002a: 20). At all events, region in the UK and not even one of the the main sources of overseas inbound tour- UK’s top 20 paying attractions happens to ism in Wales are the United States (21%), be in Wales. Moreover, it has been calcu- Germany (11%), Ireland (9%), the Nether- lated that approximately only 10% of all lands (9%); Australia (8%), France (7%) and visitors in Wales are foreign, whereas the Canada (5%), Spain ranking 13th with a proportion in Northern Ireland, Scotland mere 2% (WTB, 2002c: 11). It is quite clear and London is 18%, 20% and 49%, respec- that, just as in Ireland, the importance of tively (Hanna, 1996: 5; 23). This means some English-speaking sources of inbound that fewer than 1,000,000 overseas visitors tourism to the region must be related to the chose Wales as their holiday destination in patterns of migration in former times. 2000, spending some £263 million (WTB, In any case, this is a somewhat ironic 2002a: 25). However, Wales has a fairly situation, since even when Scotland and good share of domestic tourists, amounting Wales are generally recognised as cultures to some 10.9 million visitors in 1999 (BTA, of their own by many a visitor to the UK, 2001: 59). In 1992, for example –and trends England still is the UK destination chosen have not changed so much in the last ten by an overwhelming majority of foreign years- 8.7% of British tourists choosing a tourists (Foley, 1996: 283). And since for- domestic holiday chose Wales as their des- eign visitors to the UK are mainly inter- tination -greater percentages are only ested in cultural tourism, all this explains achieved by the West Country (13.7%), why Welsh historic attractions, even whilst Southern England (9.9%) and Scotland being those most frequently visited by for- (9.3%) (Williams & Gillmor, 1995: 75). eign tourists, do not feature on the list of All in all, then, the Welsh tourist indus- the UK’s most visited (Hanna, 1996: 32-33). try is not small at all, especially if we take Indeed, most of the English tourists vis- into account the nation’s small size. In ab- iting Wales seem to be more interested in solute terms, it does look tiny (in 1989, for the area’s natural resources than in its instance, Wales only provided 4% of the cultural peculiarities (ECTRC, 1988: 107), total UK tourist workforce) (Williams & which is very much related to the long-held Gillmor, 1995: 77), but it has grown stead- vision of Wales as England’s backyard. This ily over the last years and can be regarded can be traced back to the late 18th century, as an essential source of wealth for the which saw the creation of the concept of Welsh economy, accounting for some “picturesque” which so much benefited for- 100,000 direct and indirect jobs (10% of the merly despised areas such as Loch Lomond Welsh workforce) and 7% of Wales’ GDP, in Scotland, the Lake District in England i.e. “more than construction and agriculture and, of course, the rugged landscapes of put together” (WTB, 2002a: 4; 19). Over the Wales (Gruffudd, 1997: 51-52). However, José Igor Prieto Arranz 235 when asked, English visitors in Wales also Indeed, figures are self-explanatory. In seem quite appreciative of the Welsh lan- 1911, 43% of the Welsh population spoke guage and folklore, which is, in any case, a Welsh. By 1981, the number of Welsh very different position from that of overseas speakers had been lowered to 19%. And in visitors, who seem to be primarily drawn by 1988 only 7.6% of primary school age chil- Wales’ distinct cultural heritage. dren spoke Welsh as a mother tongue. A very different result, however, might Quite unsurprisingly, then, there might be as well be obtained were we to ask the Eng- reasons among the Welsh people against lish population in general (who might con- the establishment of a strong tourism in- sider a distinct Welsh identity a threat to dustry in Wales which might result in a English customs and identity) and not just growing number of English people visiting those who have already chosen Wales as the country or, worst of all, a growing their holiday destination. Overall, then, we number of businesses being taken over by have one tourist product (Wales) with two the English (see ECTRC, 1988: 91-93; 109). clearly different markets: a domestic one, Perhaps because of this, Wales Tourist which is not precisely eager to find a Board (WTB) is the only national tourism marked Welshness in their destination, and organisation (NTO) in Britain whose aims which is mainly interested in the country’s not only include an increase in the number natural wonders; and a foreign one, still of visitors to the nation it promotes but also much inferior to the former in economic the enrichment of “the lives of the people of importance and mainly interested in find- Wales, through tourism” (WTB, 2002a: 5) ing a different land, home to one of the whilst safeguarding “Wales’ unique envi- oldest languages in Europe. ronmental, historical and cultural assets” However, the question might also be (WTB, 2002b: 4). Tourism sustainability, raised how different Wales is today. Indeed, therefore, acquires an extra meaning in no one doubts that it has an ancient his- Wales, where tourism is thought of as a tory. Yet it also needs to be acknowledged tool not only for the preservation but also that Welsh history is no longer independ- growth of the Welsh culture and language. ent from England’s after 1536. Ever since, Such an approach seems to be backed up by the English culture and language have the majority of the Welsh people, who con- continuously –and perhaps also increas- sider that tourism will help the nation not ingly- entered the Welsh territory, always only leave the crisis behind but also boost a in search of absolute supremacy. Britain’s Welsh revival as long as the tourist’s inte- linguistic policy in the 19th century cer- gration with the host community is sought tainly did not do Wales any good. However, through, for example, the promotion of and independently of this, the general con- B&B accommodation (ECTRC, 1988: 106). ditions of contemporary life are not ideal either in order to develop minority cultures. The British campaigns Wales suffered badly during Britain’s tran- sition to a post-industrial era, which re- However, let us for the time being aban- sulted in high rates of unemployment, the don such questions and see how they affect depopulation of (Welsh-speaking) rural the current promotion of Welsh tourism.
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