The Welsh Government has published a five-year plan to grow the country’s visitor economy, focusing on Wales’ strengths – its landscapes, culture and places.

Unforgettable Portmeirion in North Wales © Neil Redler

The new plan, Welcome to Wales: Priorities for the Visitor Economy 2020-25, will be backed by a new £10m 'Brilliant Basics' fund to support tourism infrastructure, and this will complement a £50m Wales Tourism Investment Fund, which focuses on delivering high-quality, reputation-changing products.

Welcome to Wales and the new funding will help to tackle some of the main challenges facing the tourism industry in Wales: seasonality, spend and spread.

Step back in time on the Welsh Highland Railway in Snowdonia

Launching the new vision, First Minister of Wales Mark Drakeford said: “Over the past decade, tourism in Wales has been transformed, but there’s room for further growth in our visitor economy and we want to support that.

“Our new plan strikes the right balance between economic growth and our wider wellbeing as a country. We want to develop high-quality, year-round experiences, which are good for visitors and host communities.”

Welcome to Wales highlights two main ideas – getting tourism right at a local level and ensuring the Welsh tourism offer can compete on the international stage.

Historic Cardiff Castle

The main actions over the next five years include:

• A £10m fund to support tourism infrastructure, which is part of delivering a high quality visitor experience from 2020-25.
• A £50m Wales Tourism Investment Fund – delivered in partnership with the Development Bank of Wales – to help create high quality, reputation-changing tourism products.
• Event Wales will be set up to develop, grow and attract cultural, business and sporting events. This recognises the vital all-year role events play in attracting people to Wales.
• Visit Wales will focus on products and on developing experiences which reflect Wales’ stand-out strengths as a country.
• Visit Wales will focus more of its marketing efforts on growing off-peak tourism, encouraging people to spend more in Wales and spread the benefit of tourism.
• Two new themed years will be announced for 2022 and 2024.

Nearly one in 10 people across Wales works in tourism, which brings jobs to people across the country. Tourism in Wales is on track to meet the 10% growth target set by the Welsh Government seven years ago.

Romantic Strata Florida Abbey in Mid Wales

Lord Elis-Thomas, Deputy Minister for Culture Sport and Tourism in the Welsh Government, said: “We want to build on our recent success and by 2025 we want to be known as a place that offers world-leading adventure, creative culture and language and outstanding, protected landscapes – and a place that wants to look after them for future generations.”

Janet Redler, Chief Executive of Janet Redler Travel & Tourism, added: "Wales is a first class tourism destination, but not enough people know about the delights of this wonderful country. The new investment by the Welsh Government is to be welcomed, as it will help Wales continue its efforts to develop the infrastructure and products required to attract more visitors from all corners of the globe." 

Janet Redler Travel & Tourism specialises in tailor-made and luxury tours of Wales. If you or your group would like to find out more about exploring the 'small country with a big personality', please do contact our friendly team today.