‘Wales Tourism Policy - Toward 2020’
‘In 2020 we want tourism to be the lead contributor to Wales’
economy and employment’
Chris Osborne, Chair, WTA
Company No: 4449548
October 2012
1
Background - The Value of Tourism to the Welsh Economy
The total contribution of tourism to the economy, post the start of the recession in December
2007, accounts for around £6.2bn of GDP, equating to 13.3% of the total economy. The
direct contribution from visitor spend was £2.7bn, that is 5.8% of Wales GDP. In the light of
the current economic situation the WTA, in consultation with its industry members, has
identified the need to devise a policy document which lays out a new vision for the future.
Foremost, we believe in a free market, a level playing field and an industry with minimal
government intervention through legislation or regulation, but with agreed support in those
areas where it is neither possible, nor practical, for the private sector to deliver.
This policy aims to be:



a simple no nonsense policy with which all tourism businesses, small or large,
can engage in partnership across all sectors including public.
to provide overarching direction to all its constituent companies and
organisations with customer focus and industry’s interests at its core.
represent tourism business interests to local and central government, public
agencies and policy-makers to avoid duplication and overlap with the activities of
other organisations.
All we ask is that...all who wish to participate are dedicated to working in partnership to
provide the best, most competitive tourism product available to the customers we target.
Key Policy Areas
1. Investment in Product: All levels of government must assume responsibility for
developing the infrastructure on which our tourism product relies, within the public
realm and those areas where it is not in the private sector’s remit to deliver, but where
it is essential that services exist for the visitor. Specifically:

Direct government support is required for the development of tourism product where
existing financial support may be unavailable for businesses to upgrade standards
and grow. Development in this context should always aim to meet existing and future
demand and thereby too remain competitive.

We need to be able to attract and win investment. We want the Welsh Government to
put pressure on the UK Government to get our banks to increase lending and ensure
that unfair restructuring of existing loans does not adversely impact on our industry in
Wales.

We are committed as an industry to quality. Whilst the existing quality grading
schemes may no longer be as important from the visitor’s point of view their other role
must be to assist in maintaining and improving quality standards. Customers may
look at online review sites when choosing accommodation but many still put a high
value on the independent grading scheme offered by Visit Wales. This should not be
ignored.

We do not believe in subsidies as a means of propping up tourism products that have
simply reached the end of their life cycle or market need. However, where a credible
business case is made, but where a business is unable to gain sufficient financial
support from conventional means, in this context we believe fall back financial
support from Welsh government is appropriate.

The industry require a commitment from the public sector in the search for new
growth markets, for example active elderly visitors. The rapidly changing nature of
demand should be recognised and catered for. For example with changing weather
2
patterns and seasonality, public and private sectors need to explore and develop all
weather products.
2. People Investment: our industry needs a steady supply of skilled people with the
right attitude and a direct interest in tourism.

Training opportunities need to be financially supported and reflect actual
identified need. In order to ensure that the industry gets the recognised
qualifications that are fit for purpose and avoid over supply of skills in one area,
there must be far more engagement between industry and training providers.

Significant finances are directed towards training before employment, but there is
a mismatch, more should be done to persuade and encourage those who are
owner managers and others already working in the industry, to ensure continuous
professional development and maintain standards of service at all levels.

There must also be renewed positive promotion of tourism by the public sector
that demonstrates it as an attractive long term career or business choice.
3. Investment in communities: Government resources allocated to programmes that
assist businesses to build closer ties with their local communities should aim to
ensure viable long term opportunities in employment and enterprise across Wales.
4. Research and Intelligence: We need an effective means of measuring the tourism
industry’s vital statistics to ensure that the industry is achieving its full potential in
terms of fulfilling existing market needs and reaching new markets. However it is
even more crucial that we have the expertise to analyse and interpret this data if we
are to make economic and market predictions which assist the industry in future
decision making:

We still require a market research and forecasting capability able to deliver the
information the industry requires on the bigger picture as provided by Welsh
government, but it is time we started using more of the information from our
businesses.

Industry needs to be more pro-active in providing data to central government for
analysis, but it is up to government to improve the efficiency and opportunity for
businesses to upload information and data in a neutral format that does not
compromise individual businesses market position.

The industry needs to standardise the way it collects and collates data so that we can
quickly produce meaningful and supportive information. New technology should be
embraced to help us with capacity and communication challenges. This needs to be
at an individual business level as well as collectively.

To overcome the challenge of getting businesses to participate in research, it is
therefore essential that we start to improve and co-ordinate disparate surveys and at
the same time demonstrate the competitive benefit of providing information to our
businesses.
5. Marketing: For accommodation, attractions and other sectors of the industry, Wales
of all the home nations, is most dependent on an external market, 80% of our custom
originates from outside Wales; as opposed to Scotland at 49% and England at just
9%. Good targeted marketing can provide results that help sustain tourism business
in Wales. We continue to require sustained effective Welsh Government Marketing
Campaigns.
3

We need the Welsh Government to commit to Tourism marketing spend only, it is
simply too weak to include tourism with all other sectors, tourism’s differentiation and
bespoke product messages are likely to be diluted or lost.

Welsh Government should commit to provide a coordinated and integrated marketing
framework that can enable a joined up approach that achieves enhanced, targeted
tourism marketing spend.

All long term campaigns need to be agreed with, adopted and supported by the
industry, alongside short lead in effective tactical campaigns to boost the industry
where it has been let down by a sudden turn of events outside the control of the
industry in Wales. e.g. sudden bouts of unseasonal weather; world events;
unforeseen economic issues.

Markets need to be clearly identified. For example: Young families are absolutely key
to the tourism industry. Give children a great time and they will come back with their
own children in 20 years time. We should be marketing Wales as the best place ever
for children.

All parts of the Welsh economy need to sign up to a single brand for Wales
6. Burden of potential Government Legislation: Avoidance of unnecessary legislative
or regulatory burdens on Welsh Tourism Businesses, whether from Wales,
Westminster or European government would assist more entrepreneurial activity.
Consultation with the industry on proposed Government legislation should ensure that
tourism is fully taken into account, regardless of where in government it might have
originated. Existing legislation needs to be reviewed and reduced and even removed
where appropriate.
7. Partnership - The tourism industry in Wales will only achieve its potential if all levels
of government and the private sector work in partnership with a positive and common
understanding.
8. Communications - To ensure continued effective government service it is important
that professionals within government should have experience and knowledge of the
tourism industry product in Wales. Effective action to assist communication and
discussion between government and the industry requires all to work together with a
common aim.
Tourism Definitions – the language of tourism, internationally, nationally and locally, making it
fit for purpose. Internationally agreed definitions for our professional language need to be
adopted and learnt by both the Welsh Government and the private sector and applied to
debate and reporting.
Finally, our vision is for an industry working together to build the common wealth and
well being of Wales.
Wales Tourism Alliance - October 2012
4