Visit Wales is the Welsh Government’s tourism team. Tourists spend around £9 million a day whilst in Wales, amounting to around £3.3 billion a year.
The vision for tourism in Wales is that of a customer responsive, innovative, sustainable and profitable industry which makes an increasing contribution to the economic, social, cultural and environmental well being of Wales.
The statutory tourism functions of the Welsh Government fall under two primary Tourism Acts. The Development of Tourism Act 1969 and the Tourism (Overseas Promotion (Wales)) Act 1992.
The Development of Tourism Act 1969 gives the Welsh Government general powers and functions to:
Further details on The Development of Tourism Act 1969 is available on the UK Legislation website (external link)
The Tourism (Overseas Promotion (Wales)) Act 1992 gives the Welsh Government the power to market Wales overseas without the prior consent of VisitBritain. Further details on this Act also available on the UK Legislation website (external link)
Visit Wales forms part of the Tourism & Marketing division. Tourism & Marketing sit within the portfolio of the Department for Economy, Science and Transport.
Visit Wales is responsible for formulating tourism policy, encouraging investment in, and improving the quality of the visitor experience in Wales. Visit Wales is also responsible for marketing Wales within the UK and internationally. There are two main areas of work within Visit Wales; Marketing and Development.
Achieving Our Potential is the national tourism strategy for Wales. It sets out four priority areas for action: marketing, exceeding visitor expectations, improving skills and achieving sustainable growth.