What steps is the Cabinet Secretary taking to promote Wales to international visitors?
Visit Wales’ work in international markets prioritises promotion of our outstanding landscapes, culture and adventure offer. With a focus on growing international tourism back to pre-pandemic levels, that activity includes working with VisitBritain, PR and media engagement, media buying with key titles, and working with tour operators and travel agents. This work programme includes taking advantage of opportunities such as those afforded by the increased international awareness of Wales generated by ‘Welcome to Wrexham’.
Visit Wales started 2024 with a high-profile presence at the Britain and Ireland Marketplace, a major international business-to-business event in London. This area of work has continued with multiple events over recent months and a forthcoming presence (with stakeholder partners) at World Travel Market in November. We work with VisitBritain to maximise promotion of Wales in the international market.
Visit Wales and the Cymru Wales brand team also work closely with Welsh Government international offices to complement and enhance our activity.