4. What plans does the Welsh Government have to improve the promotion of Wales as a tourist destination? OAQ(5)0177(EI)

Our very successful tourism strategy sets out our priorities to support the tourism industry across Wales. This includes marketing campaigns in the UK and overseas, and it includes capital development funding for new and existing tourism businesses, along with revenue funding for regional projects.

Thank you very much for that reply, Cabinet Secretary. Welsh Government support is vital for the effective marketing of Wales as a tourist destination. The Welsh Tourism Alliance has said that the current £10 million marketing budget for Visit Wales is inadequate to realise the potential of the industry in Wales. The budget for Visit Scotland, for example, is around £55 million. What plan does the Cabinet Secretary have, in conjunction with Visit Wales, to address these concerns and to ensure that the full potential of tourism in Wales is maximised, as we’ve got more castles and more churches here—[Interruption.]—rather than more inhabited islands?

And chapels, indeed—many more chapels than anywhere else. Look, I think we should just first of all recognise the success of the sector right now today. We’re seeing a record number of people visiting from overseas and we’re seeing a record number of people visiting for across the UK, spending a record amount. And in terms of the marketing budget, yes, it’s gone up by 38 per cent this year, but you can’t look at marketing in isolation from the other activity that drives up the value of the sector. Our investment goes way beyond—. You have to make sure that the marketing is aligned with the product and in turn you have to invest in the product, too. So, for example, we know that one of the primary reasons people come to Wales is to experience the historic environment. In turn, for that reason, we’ve been investing heavily in transformational projects at some of our best and most fantastic castles and places of worship. In terms of the marketing effort, it’s not just how much you spend, but also in what way you spend it—how smart you are.

The traditional view that you have to spend a huge amount of money on print and broadcast advertisements is becoming increasingly redundant. Yes, there is still a call for that, but increasing in significance is the role of social media. That is far more cost-effective. In order to capture the imagination and the attention of a global marketplace, you have to have a very strong product, and you have to have a very strong marketing exercise. I have to say, if I had a tattoo for every award that the Visit Wales team has won for the marketing programme, I’d have two full sleeves by now, because they have been doing an excellent job in promoting Wales, here in the UK and abroad, and it is borne out in the figures. The figures are astonishing, and I very much welcome any discussion with Members in terms of the ideas that they may have for promoting Wales still further, at home or abroad.

Cabinet Secretary, you will be well aware that tourism is a vital sector when it comes to the economic development of north Wales. I’ve previously welcomed the Welsh Government’s plans to create what’s called a culture corridor across the A55, which will link the attractions on what is the gateway to north Wales. As I understand it, a major part of this will be new and enhanced signage, which will literally mark out the amazing heritage and tourism assets in our region, including in my own constituency, such as Flint castle, Theatr Clwyd and St Winefride’s well in Holywell. On the latter, I think there is much needed replacement of the brown signage around the A55 as you come into Holywell, and it’s been raised with me by the town council. So, perhaps you would consider not just bringing it in but enhancing it as well, to make it much more interactive, and not only drive people to our tourist attractions, but also for investment and to stimulate the local economy. Do you agree with me, Cabinet Secretary, that improved and enhanced signage that best promotes Welsh tourism is really essential and needs to be put in place as soon as possible?

The Member makes a number of important points. In terms of the culture corridor, the A55 is one of three new internationally focused tourism routes, to be launched as the Wales Way in late 2017. The North Wales Way, the A55, which is the culture corridor, will be joined by the Cambrian Way, the A470, and the Coastal Way, the A470. What they are going to be striving to do is to capture the unique selling points of the respective regions and promote them even better to a national and international audience, and make the visitor experience not one of just visiting places, but also experiencing a journey. The routes are the main arteries of significant parts of Wales and they’ll encourage visitors to meander off piste and to visit some of our most spectacular locations.

But the Member is right that we need to look afresh at signage, particularly in a digital age, and with specific regard to brown signs, I can tell Members today that I’ve recently asked my officials to review the application process, as I am aware that there have been some delays. Those delays have been raised in this Chamber, I think primarily by Darren Millar, but also by others, and we’re working on improvements that will enable us to have greater control regarding the speed and delivery of those brown signs. We’ll be assigning the necessary resource to help expedite and close out those schemes that are still outstanding.

On heritage, though, the Member pointed to the value that the castles and the major heritage locations have. They contribute something in the region of £900 million to the Welsh economy every year, and they employ in total something in the region of 41,000 people. They actually account for 61 per cent of the purposes of visits to Wales by tourists, so they’re incredibly important and it’s my view that, as we develop the culture corridor, the Cambrian Way and the Coastal Way, at the very forefront of our consideration will be how to make best use of our magnificent historic environment.