1. Wales Identity: Sense of place

In a world that’s increasingly virtual, it’s our feel that will make Wales stand out. That sense of comfort, security, and familiarity that blends the physical features of the land with memory, art and myth. That inexplicable touch we leave on the skin and soul – our sense of place. 

The broader work we do to promote Wales as a tourism destination plays an important role, but you have the power to make a real difference to how people experience Wales. We’ve pulled together some guidance on our sense of place. Hopefully these tools will provide you with some ideas on how to create an unforgettable visitor experience. 

Sense of Place guidance

Sense of Place video case studies

2. Skills

It is important that people who visit Wales enjoy themselves whilst they are here. If our visitors have a good time in Wales then they are more likely to return and recommend us to others. People are our most important asset in helping make this happen. 

There are many resources available for developing the skills for you and your staff.

3. Digital technologies

Digital technologies (or Information communication technologies ICT) and online services have already revolutionised many aspects of the way we live generally and the way tourism businesses are run. We are heading towards a future where they will play an even bigger part in our lives.

The Tourism Business ICT Diagnostic Tool is a quick and easy first step review of your use of ICT.  Further assistance can be found at Superfast Business Wales and Digital Tourism - How to Guide [PDF]  

4. Cruise Wales

Cruise Wales is an innovative marketing partnership, supported by the Welsh Government. The partnership includes:

  • Welsh Port Authorities
  • local authorities
  • local attractions and accommodations
  • any interested outside stakeholders 

The Partnership for Growth strategy for tourism 2013-2020 aims for a 10% growth of tourism in Wales by 2020. The cruise market is an integral part of the strategy and is one of the fastest growing sectors. We continue to see a growth in passenger numbers visiting Wales year on year.

Our aim for the future is: 

  • to work in partnership to develop the cruise facilities available 
  • to further develop the Shoreside provision across the six key ports
  • to expand the market focus in the UK, Europe and USA 
  • to encourage more visitors to Wales 

As a destination, Wales offers something for everyone. Enjoy our culture and heritage, visit beautiful landscapes and enjoy unique activity experiences.

For more information visit Cruise Wales or contact Elaine Thomas, Cruise Executive on 03000 628146 or by email on elaine.thomas4@gov.wales

5. Gov.Wales website

Tourism is big business in Wales.  Tourists spend around £14 million a day whilst in Wales, amounting to around £5.1 billion a year.  Visit Wales is the Welsh Government’s tourism team, within the Department for Economy and Infrastructure.  

Visit Wales are responsible for formulating tourism policy, encouraging investment in, and improving the quality of the visitor experience in Wales. We are also responsible for marketing Wales within the UK and internationally.

For information on tourism generally including the latest tourism news, research and policy and strategy documents including our national Tourism Strategy ‘Partnership for Growth’ please go to www.gov.wales/tourism.

6. VisitBritain

VisitBritain is the strategic body for inbound tourism and the national tourism agency for Britain. VisitBritain deliver:

  • insights, trends and market research for international visitors to the UK
  • regular bulletins about Global and UK tourism trends
  • information about the economic and demographic drivers of tourism
  • data on volume and value of visits to Wales by international visitors 

VisitBritain also produce a series of detailed international market profiles, including information on size and value of different geographical markets, visitor characteristics, motivations for travel and activities undertaken in the UK.

Here are links to other websites with useful information relating to tourism statistics, research and insights.

VisitBritain Research 

VisitScotland Research 

VisitEngland Research 

Tourism Northern Ireland 

Office for National Statistics 

StatsWales

7. Image Centre

Our library holds 50,000+ high-resolution digital photographic images and many hours of HD video content, produced specifically to promote Wales as a tourism and business destination.

This extensive resource is available to all, for use in support of PR / Marketing activities and the promotion of tourism and inward investment to Wales.

Visit our website Wales on View to view and request available images. If you have any other enquiries, please email us on imagesupport@gov.wales.

8. Research

Understanding how tourism is performing is crucial to any tourism business owner.

Research is useful to help support your marketing, investment and development decisions and help you  

  • understand visitor trends
  • understand different market sectors 
  • gain an insight into visitor behaviour and spend.

Research reports can be found by searching for ‘tourism research’ on the statistics and research pages.

The latest quarterly performance report is summarised in this video

Take a look at the key messages which are contained in this video update from the Director for Culture Sport and Tourism here.

If you have any questions relating to tourism research contact us on tourismresearch@gov.wales or call 0300 025 0377.


Take part

Accommodation

If you run a self-catering or serviced accommodation business you could take part in our occupancy surveys, and in return you’ll receive: 

  • confidential monthly reports on the performance of your business, and
  • comparisons with others in your sector and region

Attractions

Tourism attractions can take part in our ‘Visits to Tourist Attractions survey'.  By taking part you’ll receive reports and trends data on annual visitor numbers to attractions in Wales.  This will be useful to benchmark your attraction within your region and sector as a whole.

If you’d like to take part in either of the surveys above, contact us on e-mail: tourismresearch@gov.wales

9. EU Package Regulations 2018

EU Package Regulations: The Package Travel and Linked Travel Arrangements Regulations 2018

What could be the impact to your business?

Gov.UK has provided Guidance for businesses to help them comply.

Visit the national website to read the Package Travel Regulations in full.