5. What key objectives has the Minister set for the Welsh Government's promotional activity at the world cup in Japan this year? OAQ54332

Well, I think we're all getting very excited, aren't we, about the world cup? This is a huge opportunity, I think, for us as a Welsh nation to really publicise ourselves on the world stage. I know that already we've sent a food and drinks mission out and there's already been a response and we've got some contracts already as a result of that. We do have a trade mission. We have 17 companies participating in that mission. There are very clear targets in terms of our expectations. We would like to see an increase in exports as a result of that, but it's not just about business; it's about raising our profile. You'll be aware that we have a 9 ft dome that is going to be placed right in the centre of Japan, which is going to be the centrepiece of our promotional activity. This is about really raising Wales's profile internationally. Obviously, food and drink is going to be a key part of that. Tourism: seeing an increase in the number of tourists would also be a key part of what we're expecting as a return.

Thank you for that answer, Minister. I have to say, it must have bypassed me, I didn't realise we had a dome in Japan. I'm sure we're all waiting with bated breath for the pictures of that dome when it arrives on those shores. But, what is key is that, at the end of this process, we don't just say, 'Welsh Government spent x and sent y number of people out there.' We need to measure how successful we've been.

It's pleasing to hear that the food and drinks promotion is already showing dividends, but in developing these strategies for promotion around the rugby world cup, who have you engaged to support that development of the strategy, so that we do know that we're getting the biggest bang for our buck? Because many other countries will be using it as a platform to promote their wares, and what's vitally important, as the WDA used to do, is make Wales stand out on a very cluttered stage indeed. So, have you engaged fully with the honorary consul here, for example, for Japan, and Japanese companies in particular that are based here who can give us that internal expertise about how to deal with Japanese culture, so that we can get doors opening for the companies we're looking to send out there?

Thank you. I think I should probably emphasise it's not a Peter Mandelson kind of dome; it's about a 9 ft dome. It's not quite as expensive as that one, but I think it will attract a huge amount of attention. What we've done is to get people actually sponsoring the dome and it's an all-embracing facility where things are projected onto the walls and it's very exciting. Lots of companies have taken the opportunity to promote themselves out there. We have been co-operating very closely with the Welsh Rugby Union and I think they've done a terrific job so far, if you look at the welcome that the team had in Kitakyushu.

And of course, we have a Welsh presence in Japan already. We have an office there. We have 40 years of establishing a relationship with Japanese companies. We have Clwb Hiraeth, so lots of people who have worked in Wales have gone back to Japan. All of those networks are being actioned as a result of this promotional activity. So, of course, yes, we've been working with the honorary consul for Japan and all of those networks are being really stepped up as a result of the world cup.