Wales lacking 'distinct brand' to attract international visitors
A critical report into Wales tourism sector has been issued by the Welsh Affairs committee
A report says Wales lacks a "distinct brand" and isn't being marketed well enough to the rest of the world.
The Welsh Affairs committee says of the 41 million international tourists that visited the UK in 2019 - only one million came to Wales.
It also says the popularity of TV series like Welcome to Wrexham and the buzz around Cymru featuring at World Cup last year isn't enough to attract tourists to Wales.
The group of MPs also claim Wales' transport infrastructure is also deterring visitors from considering Wales as a potential tourist destination.
Welsh Affairs Committee Chair, Rt Hon Stephen Crabb MP, said: “Despite Wales’s countless and unique offerings ranging from sandy beaches and blue seas in Pembrokeshire, to the fastest zip line in the world for thrill-seekers in North Wales, the nation punches below its weight in attracting international visitors.
“The evidence our Committee received was clear: Wales lacks a distinct brand that can be marketed globally.
"UK organisations that should be responsible for promoting visits to Wales, such as VisitBritain, routinely overlook it in their own marketing materials.
"Tour operators fail to consistently offer Wales as a holiday destination. The transport infrastructure puts international tourists off coming to Wales, and the poor road network would make travelling to some special locations challenging. Is it any wonder Wales isn’t the global tourist destination it can be?
“These are missed opportunities for visitors to experience the best that Wales has to offer, but also for businesses and local economies that would thrive with increased visitor numbers.
"We need a more concerted push to promote Wales and to identify its unique brand that can be sold abroad.”
In response, a Visit Wales spokesperson said: “We are pleased to see the report highlight the positive work of Visit Wales in relation to our own marketing, engagement with the tourism industry in Wales, and co-working in the USA.
"We look forward to continuing to work with Visit Britain on how Wales is marketed within Visit Britain’s international campaigns, to travel operators, and in sharing of data with industry – which are crucial components of success in this highly competitive industry.”