I was told, when I asked people’s views, that we needed to show how tourism could contribute to our wider aims for future generations, and, as a result of that, we have set that ambition as central to the plan. We have also been discussing all of this in detail with the industry and with the sector. From the tourism summit held in March of last year, and following the questions asked there, there were around 386 people who responded with comments and ideas. And they told us that sustainability should be at the heart of everything we do.

The sector also identified some practical challenges—the need to tackle seasonality in tourism and to continue to create year-round jobs, to increase more profits and manage rising costs. We also are beginning to see overemphasis on tourism, according to some, in some areas of Wales and at some particular times of the year. So, in addition to the core ambition to grow tourism for the good of Wales, the new action plan needs to set out how we will address some of these practical challenges.

To stay ahead of our competitors, we need a product that is distinctive and ambitious, which is true to our strengths, and appeals to the markets of tomorrow. That’s why we offer the unique Welsh experiences that strike a balance between the local and the global, between what we call 'bro' and 'byd'. This means doing things that deliver local benefits, but also emphasising a strong sense of place for Wales, supporting home-grown businesses and contributing towards the wider Welsh brand, whilst also meeting world-class standards in provision.

We have, therefore, identified four priority areas for the future. The first is ‘great products and places’—we will continue to invest in innovative products that bring people to Wales.

Our main priority is ‘quality visitor experiences’. But, particularly on the basis of visits I’ve recently taken to sites that provide camping opportunities for people with special needs, particular disabilities, or mobility problems, I am very eager that we provide opportunities for people who do have mobility problems and so on to be attracted here to Wales, so that Wales has a global reputation in terms of providing for everyone who wishes to visit us.

A further priority will be to continue to develop the innovative Cymru brand, with an emphasis on digital marketing and innovation.

And then, fourth, we are eager to demonstrate that we have an engaged and vibrant sector within an economy that is vibrant, and does more to link tourism with tourism agendas such as transport and, of course, health. We will include challenges as to how tourism can address some of its impacts on climate change as part of our thinking. 

We will also be seeking to work in a far more commercial manner, through new ways of creating products that can be ordered, focusing on special interest products, and being smarter about how we work with partners in order to reach a wider audience. That is, not that we just offer these products, but that we understand what kind of products people who visit us truly want.

And, to summarise all of our ambitions, it’s to grow tourism for the good of Wales, for economic performance, but also by realising that tourism brings the whole nation together, in rural areas as well as our urban areas, in the Valleys as well as in the mountains of Snowdonia. We also need to be realistic, so that we do realise that we need to adapt our offer in order to respond to what our visitors want to see, but also to link that with Welsh needs. And therefore our overarching priority is to remind the world that Wales is open for business as a place to invest, to work, to live. And thank you all as Assembly Members and, particularly, the industry and the sector outside this Senedd for their support over the two years in which I've had the privilege for being responsible for this industry.