Visit Wales themed year campaigns

Since 2016 we have been promoting Wales based on a series of annual themes, including The Years of…

The strategy is driven by Visit Wales in response to key challenges in promoting Wales as a destination. The thematic years assist in our long-term ambition to grow a stronger and more defined brand for tourism in Wales and give us the opportunity to focus on investment and innovation in tourism, while driving an increase in visitor volume and value each year.

In the links above, you will find the industry guides with tips, advice and all the information required to get involved in the theme.

2025YoC2025 - Croeso

Croeso 25 will launch in January 2025 and marks the next in a successful series of themed years led by Visit Wales. We will be inviting stakeholders in industry to work closely with us once again as we shout even more loudly about our unique Welsh Croeso (welcome) and celebrate our iconic experiences, products, destinations and culture, that can be found only in Wales.

Croeso was chosen as a theme in part due to industry feedback and is: -

A theme that any stakeholder (internal and external, private, third sector, public sector) can embrace (similar to Llwybrau. Wales by Trails)
A strong message that works for consumer, travel trade and media audiences and activity
A foundation to use around major events and media activity peaks
Perfect for highlighting Sense of Place and our unique Croeso

Take a look at the Visit Wales Marketing webinar held 17 October to hear more.

2023YoTCurrent theme: 2023 - Llwybrau. Wales, by Trails

In 2023 we invited visitors and residents of Wales over 2 years to explore the epic trails of Wales, as we show what is on offer - using trails as a springboard into exciting experiences and new opportunities.

The current campaign encourages people to

find forgotten treasures,
embrace journeys of the senses,
make memories along pathways around attractions, activities, landscapes and coastlines.

From Monet (Amgueddfa Cymru) to mynydd (mountain), from coast to castles, there are trails for all businesses to orientate themselves with and lots for visitors to enjoy.

Picking up from the success of our previous five themes, “Llwybrau. Wales, by Trails” aims to inspire our stakeholders, partners and the media, to use the theme as a way to showcase the full range of products that Wales has to offer.

This themed year campaign was also launched off the back of a high profile and exciting Autumn 2022 for Wales, with the FIFA World Cup and several months of activity (including TV and Video on Demand) with the Autumn and Winter breaks campaign.

For inspiration and resources

The “Llwybrau. Wales, by Trails” industry guide, a logo, logo guidance and high-quality images are available for industry partners to download and use for Llwybrau. Wales, by Trails marketing: Take a look and download them on Assets: Llwybrau | Visit Wales.