Whilst this plan outlines our vision for the future, and provides clarity on the priorities for Visit Wales, we are just one of a number of partners with a part to play in delivering these goals. As a result, we have not developed this plan in isolation. It has been informed by a wide-ranging conversation with the industry and stakeholders.
The plan has been informed by long-term trends shaping tourism globally, from how visitor expectations are changing, to the big factors that shape the way people travel. Crucially, it is also based on in-depth analysis of the current performance of the Welsh visitor economy and its future growth prospects and potential.
Ambition and goals.
- Our ambition is to grow tourism for the good of Wales. This means economic growth that delivers benefits for people and places, including environmental sustainability, social and cultural enrichment and health benefits.
- The primary goal will be to harness the potential for tourism to improve the wider economic wellbeing of Wales.
Our most important partners in all of this are the tourism businesses of Wales. Tourism is a hugely competitive global sector and our future success is wholly reliant on ongoing investment, innovation and collaboration by the private sector. This plan outlines how we will help you to make that happen, and we ask the industry to support our priorities for the future.
You can view the latest tourism action plan and other relevant information here.
