Will the Minister provide an update on what campaigns are being run to encourage visitors to major events to visit other tourist destinations in the local area?
The Welsh Government collaborates with funded major event organisers to implement a pan-Wales approach to event promotion. This approach is a funding criterion for supported major events, regardless of the event's location.
For example, the WWE event in Cardiff attracted 62,000 visitors. Its pre-event promotion included a pan-Wales campaign that showcased tourism products in North Wales, encouraging visitors to extend their trips and explore all of Wales.
Planning is underway to position Euro 28 as a destination opportunity for Wales, promoting Cardiff as the host city while encouraging visitors to explore other parts of Wales between matches.
Visit Wales has also taken advantage of events taking place near the Welsh border, such as the Eurovision Song Contest in Liverpool in 2023, with content and social media campaigns to provide accommodation options and encourage extended stays in North Wales.
The Visit Wales website features a dedicated events editorial page and offers free listings to event organisers to promote their upcoming events.