Published on : Friday, April 14, 2017
American and Canadian holidaymakers are finding UK a more attractive holiday destination, thanks to the weaker pound.
The Welsh Government said Wales’ tourism had seen record-breaking years. Prof Garrod said more spending in marketing was needed along with improving Wales’ tourism offer. He said although there are good hotels in Wales, they are not exactly the best. England and Scotland are the biggest competitors.
“We need to redouble our marketing efforts. We need to think a bit more about investing in making Wales known.”
Being a member of the Tourism Society, Prof Garrod claimed Visit Wales spent about £10m on marketing each year whereas Scotland invested about £55m. Economy Secretary Ken Skates said, “Tourism in Wales was in a strong position”. Highlighting the International Passenger Survey, he showed that Wales received 856,000 overseas visitors in the first nine months of 2016, up 12% on 2015.
Mr Skates also highlighted opportunities this year with the launch of the 2017 Year of Legends campaign, a Welsh Government promotion to sell Wales’ culture and heritage. Prof Garrod said the Year of Legends was an opportunity to cash in on Wales’ castles with research showing over 40% of overseas visitors knowing about them.