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Wales 'undersold' overseas as tourist destination, say MPs | Wales 'undersold' overseas as tourist destination, say MPs |
(about 1 hour later) | |
Wales is being undersold as a tourist destination and needs a coherent brand, a committee of MPs has said. | |
The number of international tourists declined from 1.14m in 2006 to 854,000 by 2012, according to figures from the Office for National Statistics (ONS). | The number of international tourists declined from 1.14m in 2006 to 854,000 by 2012, according to figures from the Office for National Statistics (ONS). |
Visit Wales and Visit Britain need to come up with a strategy to make Wales a "first choice destination", said the report by the Welsh Affairs Committee. | Visit Wales and Visit Britain need to come up with a strategy to make Wales a "first choice destination", said the report by the Welsh Affairs Committee. |
But the Welsh government said there was a "very significant" rise in visitors. | But the Welsh government said there was a "very significant" rise in visitors. |
The ONS said Wales was ahead of only the north east of England and Northern Ireland in 2013 for visitors from abroad to the UK in 2013. | The ONS said Wales was ahead of only the north east of England and Northern Ireland in 2013 for visitors from abroad to the UK in 2013. |
But according to the report, International Representation and Promotion of Wales by UK Bodies, Wales boasts "some of the most spectacular landscape in Britain and Europe", has a "unique culture, language and history, dynamic cities" and "offers a range of activities and a high quality of life". | But according to the report, International Representation and Promotion of Wales by UK Bodies, Wales boasts "some of the most spectacular landscape in Britain and Europe", has a "unique culture, language and history, dynamic cities" and "offers a range of activities and a high quality of life". |
The document says Wales is a "natural destination for the growing market of cultural and environmental tourists". | The document says Wales is a "natural destination for the growing market of cultural and environmental tourists". |
"We are therefore concerned that Wales still has a low profile overseas compared to other parts of the UK and attracts the third smallest number of international visitors of any UK 'region'," the MPs say. | "We are therefore concerned that Wales still has a low profile overseas compared to other parts of the UK and attracts the third smallest number of international visitors of any UK 'region'," the MPs say. |
'Clear targets' | 'Clear targets' |
Wales needs to be marketed "much more vigorously" the MPs said as it lacks a "coherent brand" for overseas markets and needs a "strong and clear narrative about Wales' historic and modern aspects and its attraction for tourists". | Wales needs to be marketed "much more vigorously" the MPs said as it lacks a "coherent brand" for overseas markets and needs a "strong and clear narrative about Wales' historic and modern aspects and its attraction for tourists". |
The report recommends that the tourist promotion agencies Visit Wales and Visit Britain should "work together to develop a strategy, by February 2015, for promoting Wales as a first choice destination for international visitors to the UK". | The report recommends that the tourist promotion agencies Visit Wales and Visit Britain should "work together to develop a strategy, by February 2015, for promoting Wales as a first choice destination for international visitors to the UK". |
It also urges Visit Britain to set "clear, measurable targets for encouraging international tourists to different parts of the UK". | It also urges Visit Britain to set "clear, measurable targets for encouraging international tourists to different parts of the UK". |
The report was published as the ONS released figures indicating the number of overseas visitors to Wales increased by 21% in the first six months of 2014. | The report was published as the ONS released figures indicating the number of overseas visitors to Wales increased by 21% in the first six months of 2014. |
The statistics, from the International Passenger Survey, indicated there were 415,000 international visitors to Wales between January and June. | The statistics, from the International Passenger Survey, indicated there were 415,000 international visitors to Wales between January and June. |
The Welsh government said: "Most recent international visitor and inward investment figures for Wales speak for themselves and demonstrate that our current strategies are delivering strong results for Wales." | The Welsh government said: "Most recent international visitor and inward investment figures for Wales speak for themselves and demonstrate that our current strategies are delivering strong results for Wales." |
"Our approach to marketing Wales overseas has been refocused and now concentrates on the three key markets identified as having the highest potential for growth - Germany, USA and Ireland," said the spokesman. | "Our approach to marketing Wales overseas has been refocused and now concentrates on the three key markets identified as having the highest potential for growth - Germany, USA and Ireland," said the spokesman. |