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Partnership for Growth: strategy for tourism 2013-2020

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This strategy sets the vision for us and the industry to work in partnership to increase visitor spend to Wales.

The strategy focuses on 5 key areas:

  • promoting the Brand
  • product Development
  • people Development
  • profitable Performance
  • place Building.

The strategy identifies a product-led approach to developing and marketing tourism in Wales. This means working with iconic, high quality, reputation-changing products and events. We will be focussing on:

  • more luxury and branded hotels
  • more well-being facilities, such as spas
  • more heritage hotels that utilise historic and distinctive buildings
  • more all year round attractions, activities and cultural experiences
  • more innovative, unusual and distinctive products.

The Great Britain domestic market is the main market for Wales and will continue to be the main focus. Marketing activity will be increased in London and South East Midlands and Yorkshire, as well as within Wales itself for the first time. Overseas, the 3 key markets identified by the panel are Ireland, Germany and USA.