Wednesday is designated World Tourism Day by the United Nations and it has adopted the theme “Tourism and inexperienced funding” this yr. The marketing campaign highlights the necessity for extra and better-targeted investments that contribute to the Sustainable Improvement Targets and the UN roadmap for a greater world by 2030.
The Welsh Authorities’s tourism technique, Welcome to Wales: priorities for the customer economic system 2020-25, aligns positively with this yr’s theme. It states our ambition to develop tourism for the nice of Wales, delivering advantages for individuals and locations, together with environmental sustainability, social and cultural enrichment and well being advantages.
The plan incorporates the imaginative and prescient of Wales’ distinctive Wellbeing of Future Generations (Wales) Act 2015 into every thing we do. Tourism can not exist in isolation; it interacts with wider coverage areas, corresponding to transport, the setting, heritage and housing. We wish our tourism trade to align with our ambition to make sure sustainable, balanced and thriving communities – placing the correct stability between financial progress and our wider wellbeing as a rustic.
Our technique focuses on three Ss – Seasonality, Spend and Unfold. We need to encourage the expansion of off-peak tourism, engaging guests to remain longer and spend extra; whereas additionally actively selling a number of the quieter vacationer spots in Wales. A fourth ‘S’ – sustainability – runs via every thing we do; our actions give attention to rising tourism in a optimistic approach and growing the sustainability of our locations and merchandise.
Final yr we piloted a brand new marketing campaign, Sustainable Tourism Wales, with the intention of serving to Welsh tourism companies to understand their inexperienced ambitions. It targeted on 5 areas to assist companies enhance their sustainability and assist in direction of internet zero – water, waste, provide chain, vitality and journey. Welsh companies, which had made enhancements to their very own carbon footprint shared their experiences and finest follow with these beginning their sustainability journey.
Sustainability can be on the coronary heart of our Good Fundamentals capital fund. The £5m scheme for 2023-25 delivers small-scale infrastructure enhancements in strategically essential tourism areas throughout Wales. This yr’s scheme was open to native authorities and nationwide park authorities, funding 29 tasks throughout Wales. The fund helps infrastructure in common vacationer areas which see a lot of guests, serving to to make locations extra environmentally sustainable. For instance, Good Fundamentals funding has supported the set up of electrical charging factors for vehicles, boats and bicycles throughout Wales.
Sustainability is on the coronary heart of Addo – The Wales Promise. First developed in the summertime of 2020, in response to the phasing out of lockdown restrictions in the course of the pandemic, Addo is now a long-term initiative. It encourages individuals to make a promise to take care of Wales. It has two strands: asking individuals to take care of our communities and to take care of our epic land. Addo focuses on the advantages of being a very good customer, from asking individuals to behave responsibly when having fun with the countryside to encouraging guests to help native retail and hospitality when on vacation.
Go to Wales has additionally been working with Transport for Wales to drive energetic tourism utilizing public transport. A joint advertising marketing campaign promotes a sustainable tourism message by encouraging use of the prepare to make day visits, take brief breaks and journey for longer holidays.
As we have a good time World Tourism Day we are able to mirror on the most recent trade knowledge, which exhibits that in 2022, there was £4.6bn of related expenditure on all inbound, home and day journeys in Wales. And between April and December 2021 and April to December 2022 there was a rise of 13% within the quantity of home in a single day journeys taken in Wales and a rise of 35% in spend.
I’m very proud that our advertising campaigns have been recognised on the world stage. The Cymru Wales Model received the Grand Prix on the 2023 World Media Awards, in addition to the Journey and Tourism class. Congratulations to everybody who has labored so arduous on these campaigns to advertise Wales to the world.
To have a good time World Tourism Day in Wales, I’ll this week be visiting the Nationwide Botanic Backyard of Wales, Neath Abbey and Penderyn Swansea Copperworks Distillery.
Wales has a lot to supply to guests and I’ll proceed to make sure that we work to understand that potential, in a approach that achieves a sustainable stability between our communities, our landscapes and our guests.