Wales doing badly at attracting overseas tourists, say MPs

According to a report from the Welsh Affairs Committee of the House of Commons, Wales is failing to attract international tourists at its full potential.

The committee, composed of members from various political parties, concluded that Wales lacks a distinctive brand and that its efforts to market the country to international visitors have been ineffective.

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In 2019, out of the 41 million international tourists who visited the UK, only one million chose Wales as their destination. Furthermore, the report reveals that Wales received only 2% of the total amount spent by international tourists.

The committee found that Wales' lack of profile acted as a barrier to expanding the international market. Surprisingly, 57% of overseas visitors to Wales surveyed had not seen any marketing materials promoting the country.

The committee suggests that VisitBritain, the organisation responsible for promoting tourism in the UK, lacks the necessary knowledge and expertise to successfully promote Wales and fails to adequately showcase the nation in its marketing materials.

The report highlights that Wales lacks a distinct brand compared to other nations in the UK. Witnesses presented various suggestions for branding, including nature, history, myths and legends, and the Welsh language, but there was no clear consensus. The committee urges VisitBritain and Visit Wales to collaborate in order to establish an effective brand for Wales that can be marketed successfully. To enhance marketing efforts, the committee proposes that the Welsh Government consider making Visit Wales independent, granting it operational independence from Ministers.

Television and film have proven successful in raising Wales' profile and increasing visitor numbers. The committee notes the positive impact of Disney+'s series Welcome to Wrexham, which explores the rise of the city's football club under the ownership of Hollywood actors Rob McElhenney and Ryan Reynolds. To capitalize on the series' success and maximize the potential of visiting tourists, the committee recommends greater promotion of attractions near Wrexham.

The committee expresses disappointment that tour operators often exclude holidays in Wales from their packages, despite 27% of surveyed tourists expressing interest in longer trips if such packages were available. This represents a significant missed opportunity, according to the report, which warns that the introduction of a tourism tax by the Welsh Government could further hinder the situation.

Transport infrastructure is identified as another obstacle to tourism in Wales. During the committee's visit to the USA, it was revealed that Wales' inadequate transport infrastructure discourages US tourists from considering it as a potential destination. Major tourist attractions such as the North Coast Way, Pembrokeshire, and Snowdonia are difficult to access without a car, exacerbating the problem due to the poor condition and lack of investment in the Welsh road network.

Welsh Affairs Committee Chair Stephen Crabb, the Conservative MP for Preseli Pembrokeshire, said:

“Despite Wales’ 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.”