Delivering together

As mentioned above, although this plan sets out the priorities for Visit Wales, we are just one of many partners in the wider visitor economy for Wales. In order to deliver the plan, we invite you all to join us to meet the challenges ahead. Tourism is a wholly devolved area. VisitBritain has retained responsibility for marketing Great Britain on the international stage. UK Government is also responsible for many areas that impact tourism’s success in Wales, from pan-UK connectivity to border control and Air Passenger Duty. We call on VisitBritain and UK Government to partner with us in full to deliver this plan – and to enable Wales to achieve an increased share of international visitors to the UK. We invite our Welsh national and regional organisations to continue to find bold and creative ways to enhance the visitor experience we offer to all our guests – from Transport for Wales to the National Museum Wales and our designated landscape management bodies including the National Parks Authorities. The importance of local authorities as part of the fabric of the Welsh visitor economy cannot be underestimated; they do so much to support the visitor economy across Wales, from the basics of the visitor experience to facilitating investment in iconic attractions and events, or delivering stunning localised marketing campaigns in support of brand Wales. In the face of challenging budgetary conditions, let’s innovate to harness new destination management solutions that ensure that tourism enriches the lives of local people across Wales so that our funding goes further and delivers wellbeing for all. 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. This plan provides a direction that will help us move forward together but our sector is dynamic and we need to be able to flex our priorities accordingly. So as the context in which we operate, our industry and our markets evolve, so too will this plan, in constant conversation with our partners, taking into account the evidence base and by actively listening to our visitors, industry and wider stakeholders.