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Written evidence: Wales as a destination for international tourists - Professor Dorothy A. Yen, Dr Ana Canhoto, and Dr Liyuan Wei


Wales offers a rich culture and history, dynamic cities, scenic landscapes, beautiful coastline and a diversity of experiences for visitors. Nevertheless, most of these offerings are not exclusive to Wales - states written evidence submitted by Professor Dorothy A. Yen, Dr Ana Canhoto, and Dr Liyuan Wei.

Key recommendations:

  • Wales lacks a distinctive association with tourist landmarks, in the mind of international tourists. This makes Wales less attractive than other UK destinations to international tourists.
  • Wales should rebrand itself as the “The Land of Dragons and Legends”, capitalising on cultural references such as the Y Ddraig Goch / the Wales Red Dragon and King Arthur.
  • This needs to be supported by a campaign that focuses on discovery, shows how tourists can complete many activities in a short amount of time, and encourages locals and tourists to share images of Wales with the hashtag #ilovewales. 
  • Sample itineraries, special tourist passes, and transport infrastructure are needed, to help tourists undertake sightseeing efficiently and to reduce the burden associated with planning local trips.

Read the whole written evidence