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Wales: Priorities for the Visitor Economy 2020 to 2025

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Wales: Priorities for the Visitor Economy 2020 to 2025 Welcome to Wales: Priorities for the visitor economy 2020 – 2025. Church Doors Cove, Pembrokeshire Version: January 2020 Contents. Our plan: Welsh Government. This Welsh Government is on the side of Croeso 3 people in Wales. We are striving for a more Ambition and goals 8 Commercial priorities 33 prosperous, equal and greener nation. Introduction 4 - Improved routes to market - A focus on special interest products A more prosperous Wales means creating Approach 9 About this plan 5 - Commercial partnerships a thriving, socially-just economy, which benefits everyone fairly and tackles the causes of poverty. Delivering together 6 Wales’ core offer 10 Wellbeing priorities 36 An equal Wales means delivering better - Environmental sustainability Plan on a page 7 public services, helping everyone who 11 Brand objectives - Social and cultural enrichment needs them, when they need them, - Health benefits where they need them. Our visitors 12 A greener Wales means creating a truly - Types of visitor Implementation 41 sustainable nation, where resources are managed for the common good, and protected for the future. It means harnessing 15 Key priorities for Visit Wales Measuring success 42 the power of Wales' natural environment and - Great products and places exploiting the potential of new technologies. - Outstanding visitor experiences - An innovative Cymru Wales brand We will use all of our devolved powers to make our nation flourish. And we will unleash - An agile and responsive Visit Wales the talents of everyone in Wales so that we thrive together. This government will make decisions in the interests of all people, in all parts of Wales, for this and for future generations. Rydym yn adeiladu Cymru fel gwlad hyderus ac agored, gyda diwylliant cryf, dwyieithog a chroesawgar. We will use every day we have, and every lever we have, to make Wales a more equal, fair and just society. Welcome to Wales: Priorities for the visitor economy 2020 - 2025 2 Croeso. As someone who has lived his life around in a strong position, and that a buoyant through, our good working links with the Snowdonia, I spend many weekends trail- but sustainable tourism sector is good for industry and our digital approach – without running in the mountains above Betws-y- Wales. And so this plan is an evolution not giving up on some persistent challenges Coed. My way of life, and our culture here a revolution, building on the broad direction such as the very seasonal nature of tourism in Wales, are shaped by our landscapes, we set six years ago. in Wales or helping small businesses to which are alive with so much creativity and become more profitable. The biggest But this plan is also built on our ambition adventure. The paths I follow are busy with differences in this plan are a greater to strive for a more prosperous, equal and visitors from all parts of the world – but they emphasis on the basic infrastructure that greener nation. are owned by our community too, and we underpins the sector, a refocused effort on share the journey together. We are ambitious – we want to help grow niche products, direct investment in our the sector. But I want to deliver that economic own accommodation provision and a more From the start, I wanted our plan to embrace growth with a renewed sense of purpose, prominent role for Visit Wales in developing the opportunity tourism provides to not only recognising the fundamental importance of skills across the sector. contribute to the whole of the Welsh economy protecting and enhancing our environment, – but also to enhance the wellbeing of our Over the coming years we will continue to culture and languages, and places for future guests and host communities alike. Tourism listen closely to our industry, our visitors generations. The industry is clear that this is connects our country with people from across and local people to ensure that what we’re both important in its own right, and because the world. It makes a positive contribution delivering is sustainable, good growth for the long-term growth of the sector relies to all aspects of Welsh life: creating everyone, based on a strong evidence base on caring for the very things that attract prosperity, confidence, employment, cultural and shaped by broader Welsh Government visitors here in the first place. It is also what regeneration, environmental appreciation, wellbeing ambitions. future markets will expect. We believe that health benefits, and fun. The future of our an ambitious economic agenda - balanced Let’s take the best of Wales and make it industry goes hand in hand with the future with consideration for future wellbeing – will better; enhancing the quality of life for all of our communities; what is good for visitors ultimately enhance everyone’s experience those involved, whether they are here can be good for locals. And so the aim is of tourism. for study, to take a holiday, or to run in to ensure that tourism plays a key role in the mountains. strengthening Wales' economic, cultural This is your industry; I very much see this plan and environmental vitality, and helps to as a platform for enabling the sector and our Diolch. create a healthier, happier Wales. This partners to grow commercially, by enhancing plan shows how we will do that. people’s lives. The planning process began with a On a practical level, we intend to build on conversation with the sector. Diolch – thank the strong foundations that are now in place you – for your thoughtful responses. What – the inspiring Wales Brand, the pipeline of Lord Dafydd Elis-Thomas AM emerged was a view that tourism in Wales is iconic capital projects and events coming Deputy Minister for Culture, Sport and Tourism Welcome to Wales: Priorities for the visitor economy 2020 - 2025 3 Introduction. The tourism industry in Wales We are a place of: But in the face of local and global concerns is in a strong position. around over-tourism and climate emergency innovative adventures, from the best we face new challenges. Over the last five years Wales has welcomed mountain biking in Britain to the first record numbers of UK visitors. The value of inland surf lagoon in the world Our tourism industry is mature and domestic overnight visitors grew by 14% last experienced and still has the capacity to grow. year, and we are on track to meet the 10% world and Welsh heritage, providing But our industry also told us that growth must growth target by 2020. Whilst international fresh opportunities to encounter the past serve to sustain – not threaten – the things that growth remains a stubborn challenge, the matter most. That we need to work together outstanding natural landscapes, teeming business community is consistently reporting in a way that supports the wellbeing of the with wildlife and opportunities to lead an that performance is positive, and although strengths that bring people here in the first active lifestyle they are concerned about rising costs, place – our landscapes, culture and adventure. they are confident about the future. a thriving cultural scene that is full of vitality A tourism that is good for our industry must More than 9% of the workforce in Wales at galleries, theatres and festivals also be good for Wales. is now employed in tourism. It is one of the country’s fastest growing sectors, and accommodation that is also an experience, It is exactly what future visitors will demand. offering sweeping country views or an benefits many rural areas as the main driver Our future direction is about harnessing the escape in the canopy of trees of the economy and source of employment. visitor economy for wider gain. Over the past few years, tourism in Wales locally sourced food and drink at pop-up This plan will outline how we aim to get there. has been transformed; our outstanding natural events and excellent restaurants landscapes are now alive with high-quality, inspiring experiences – attracting media destinations with a sense of place, where attention in titles from The Sunday Times rich pasts combine with a contemporary edge to National Geographic. a calendar packed with enriching local and global events – music, literature, lifestyle. Welcome to Wales: Priorities for the visitor economy 2020 - 2025 Harlech Beach, Gwynedd 4 About this plan. Whilst this plan outlines our vision for the Visit Wales is the team within Welsh As a result, we have not developed this plan future, and provides clarity on the priorities Government that is responsible for the in isolation. It has been informed by a wide- Brexit. for Visit Wales, we are just one of a number development and promotion of the visitor ranging conversation with the industry and Whilst Brexit presents opportunities and of partners with a part to play in delivering economy in Wales. We see our role as stakeholders. Their broad consensus was challenges for tourism to Wales, the core these goals. that of an enabler and partner – providing that we needed a shift towards sustainable role of Visit Wales is to build a positive view the investment, support and marketing economic development, with a focus on of Wales as a welcoming, open country. Our required to grow the sector and the sector’s delivering wider wellbeing goals alongside business-as-usual is to encourage UK visitors contribution to wider Welsh life. We are not commercial growth. They wanted a renewed to experience high-quality staycations here, a membership organisation; we are here to emphasis on developing distinctively Welsh – and to ensure that international visitors listen to the views of, and to represent the but international-quality – visitor experiences discover and choose Wales. interests of, the industry across Wales and to that are good for visitors as well as our own take an evidence-based approach.
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