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Promoting Wales to international tourists

The Welsh government is keen to promote Welsh tourism because tourism contributes directly £2.7 billion (8%) to the Welsh economy and 12.7% of employment in Wales. Acknowledging the strategic importance of tourism, Welsh government is constantly seeking advice and consultation on relevant issues, such as how to best promote Wales to international tourists and whether local authorities should be allowed to enact a visitor tax.

Our research speaks directly to the Welsh government’s call to boost tourism. We suggest the Welsh government and relevant stakeholders in the tourism sector brand Wales as the land of dragons and legends in order to maximize its appeal to international tourists. This will help Wales tap into its unique cultural and historical heritage, while capitalise on being one of the only two countries in the world that has a dragon on its national flag. At a company level, it will help individual tourism and hospitality businesses to increase their business revenues from tourists.

Our work has been received and published by the Welsh Select Committee and we gave evidence to Parliament in July 2022. Watch it here.

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Meet the Principal Investigator(s) for the project

Dorothy Yen - Professor Dorothy A. Yen is a Professor in Marketing. She is currently the Director of Research at Brunel Business School, Brunel University London.  Dorothy takes on a consumer-centric approach to understand and discuss marketing, branding, and tourism matters. Dorothy studies how culture affects human behaviour, in both b2b and b2c domains. In b2b domain, she looks at cross-cultural business relationships, with a particular focus on understanding how cultural-specific factors affect business relationships and collaborations. In b2c domain, she studies consumer acculturation, sojourners and migrants' consumption practices and social media activities in relation to their cultural identity, as well as tourism boycott and tourists' interactions with destinations on social media. During the Covid-19 pandemic, Dorothy explored how migrants in the UK attempted to cope with the life-threatening disease while dealing with the institutional uncertainty and hostile host environment. Dorothy’s proposal on branding Wales as a land of dragons and legends triggered a lot of discussions and she is invited to give evidence to the Welsh Affairs Committee.   Under her capacity as Associate Head (Teaching) from October 2018 to October 2021, Dorothy demonstrated effective leadership in driving and improving the overall teaching quality and leading the school in adopting its teaching from 100% on-campus, 100 % online to the current hybrid model at Brunel Business School.  Dorothy is a member of the Marketing and Corporate Brand Research Group at Brunel Business School and a lab leader of the Responsible Consumption and the Circular Economy Lab for the CBASS research centre of Substantiality and Entrepreneurship. Office hours are provided on Wednesdays from 2:30 to 4:30pm. Students can also email me to book an appointment at a mutually convenient time. This can be either on campus or via Microsoft TEAM upon mutual agreement.

Partnering with confidence

Organisations interested in our research can partner with us with confidence backed by an external and independent benchmark: The Knowledge Exchange Framework. Read more.


Project last modified 18/11/2022