Thank you for the statement and the advance notice given of it. There is a great deal that I welcome in the statement. I agree with the comments about how important tourism can be for Wales, and that in our beauty, our culture, our food, our sports and our adventure there is means to attract visitors and tourists in a way that can bring us great economic profit. I can draw attention to things that haven’t quite reached their potential—for example, Parys Mountain—in my constituency. There’s so much more that could be done to grow that attraction, and I would welcome any kind of support for that and to tell the history of the bridges, for example, in another museum.

But I also welcome the reference in the statement to the risks of becoming overdependent on tourism. I would like to hear more about the Minister’s plans to try to manage that. Also, there is a risk that this can be a sector where salaries are too low, and there is too much emphasis on creating seasonal jobs, and not enough on assisting people in making a good and sustainable living. There isn't enough mention of that in this statement, and I would like comments from the Minister on that.

The other issue that I would like to highlight is this question of making the most of this Welsh brand. The statement is peppered with references, and I quote, to

'our strong, distinctive Wales Brand', to 'a sense of place', which suggests something specifically Welsh. And there is mention of creating

'a product that is distinctive and ambitious' and creating an 'Innovative Cymru Brand'. May I suggest, therefore, that there is a need for the Government to be much more willing to come out from under the shadow of the Britain brand? Because we know from experience, for example—although there are indications that things are improving—how weak VisitBritain has been in giving Wales attention under their brand. As a nationalist, I can see the advantages of working cross-border in Britain and in Europe in all sorts of different ways, but I would truly appreciate an assurance from the Minister that the Welsh Government will be much more determined in not diluting the Welsh brand, particularly in some circumstances where there is great strength to that brand, by allowing it to become more British.

We're talking about food here. Surely, in our own national royal show, our main agricultural and food show, we should be able to celebrate our own food. Once again, under the GREAT brand, at the gate this year, it said, 'For the finest food and drink, choose the UK'. Well, no, surely we could actually say, 'Choose Wales' at our own show.

Many people have drawn attention to the GREAT campaign trying to claim the Welsh team's success in the Rugby World Cup, saying 'Rugby is GREAT’. But, no, this is a stage where being specifically Welsh is truly valuable. There is no need to try and make the Welsh brand more British in that context. And I will never forget the disappointment of being in Paris during the Euro 2016 football championship. We went to that wonderful village on the banks of the Seine where every independent footballing European country was to be found selling themselves, and there, at the Wales stand, was the union jack under the label 'Britain is GREAT'. And that’s where Wales was. It broke my heart, and it was completely unnecessary and uncalled for and showed a lack of confidence.

We can't quite believe what the Government is saying about being ambitious and confident in our own brand if the Government cannot insist on using that brand and only that brand, certainly in those places where the Welsh brand is yelling out to be used. I would welcome some assurance from the Government that they are to be much more daring about doing that.