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Thematic years approach

In 2015, we announced a 3-year approach to promoting Wales based on a series of annual themes.

  • Adventure in 2016
  • Legends in 2017
  • the Sea in 2018.
The strategy is driven by Visit Wales in response to key challenges in promoting Wales as a destination.
These thematic years are:
  • a long-term ambition to grow a stronger and more defined brand for tourism in Wales
  • the opportunity to focus investment and innovation in tourism
  • the need to drive an increase in visitor volume and value to Wales each year. 

Our aim by 2018, is that Wales becomes well-known for being an outstanding adventure, culture, heritage and outdoors destination; and that these messages link-up to create a much more defined and compelling destination proposition for Wales.

Our goal is drive more than £320million of additional consumer spend in Wales from the domestic market and more than £7m of travel trade business to Wales from our top 100 operators. 

Find out more about our campaign on our Visit Wales consumer site (external link).

If you are a tourism business, information on how you can get involved is available on our Business Wales Tourism page (external link).