The Party of Wales has called for more to be done to showcase our tourist industry after figures show the Scottish Government spends seven times more on marketing its country.
The Party’s Shadow Economy Minister Rhun ap Iorwerth said while Wales remains a popular tourist destination, it was in danger of being under-sold due its comparatively small marketing budget.
To underline his case, the Assembly Member for Ynys Môn used figures showing that Visit Wales receives just £7 million of funding from the Welsh Government. In comparison, its Scottish counterpart receives £47 million in funding.
He said that Wales was recognised as a world-class holiday destination for historic, cultural and activity holidays.
Mr ap Iorwerth AM said while the sector is worth hundreds of millions of pounds to Wales’ economy each year, it could reach greater heights with a marketing boost with a particular emphasis on attracting overseas visitors.
Earlier this year, Rhossili in the Gower was named as the best beach in the UK and the 9th best in the world in a survey by the travel website TripAdvisor. Wales was also voted the top country in the world to visit by readers of The Rough Guide travel book this year.
Mr ap Iorwerth AM said:
“We know here in Wales that our country is a fabulous place to holiday. From the stunning coastline to the scenic villages and the ancient monuments, there really is something for everyone.
“The challenge now is to get that message spread far and wide to tourists for whom Wales is not on the radar as a holiday destination.
“Currently, tourism is worth £15.8 million a day to Wales’ economy and that is with comparatively little government promotion. We could be generating much more money for our economy with more investment.
“Businesses that serve tourists do a great job of attracting visitors, but there is more that the Welsh Government could and should be doing to promote Wales.
“Most tourists that visit Wales come from within the UK – the net now needs to be cast much wider. While the Welsh Government only invests £7 million per year in promoting Wales as a tourist destination, the Scottish Government spends almost seven times this amount.
“It’s a competitive market and the Welsh Government must not undersell Wales. If we are to make the most of our country’s natural beauty and show some real support to our tourist industry, then more must be done.”
