Implementation

We need to ensure that Visit Wales is organised, and operates, in a way that will enable us to deliver this plan. This will involve the following actions.

Restructure the internal team

We have a skilled, dedicated and committed Visit Wales team; we will use this plan as the basis for restructuring to ensure we best deliver the objectives within it.

Refresh our governance structures

We will review our governance structures and consider the introduction of non-executives, sitting beside the current Wales VisitBritain representative and regional Tourism Forum chairs. This will ensure that we are able to operate in a way that reflects both our commercial and public sector roles.

Streamline our business support approach

A shift to free grading is part of a wider move to streamline our business support; in future the current grading team will become the first-stop-shop or key account managers for wider advice and backing from our organisation.

Review delivery at local level

We are keen to reinvigorate and focus our approach to destination management. The partnership approach will be reviewed and a Destination Management Conference established, as outlined, to start this process.

A new approach to partnership delivery

A new approach to partnership working will see us moving from a support grant structure (working with partners on revenue development, innovation and marketing programmes) – to a procured approach, in order to ensure that regional and destination-level activity fully aligns with our brand and national agenda.