What steps is the Cabinet Secretary taking to promote film and TV tourism in Wales?
Our tourism strategy, Welcome to Wales, highlights the core tourism offer in Wales using the three ‘pillar’ strengths of Adventure, Landscape and Culture, including language and food.
Campaign audience targeting focuses on playing to those Wales strengths but also uses data and insights to take advantage of consumer trends throughout the year.
‘Screen tourism’ continues to grow as an influential trend when visitors choose a destination. The positive awareness raised internationally by the many productions which use Wales as a location and production base is being used by Visit Wales to create standout messages to prospective visitors. As well as web and social media content, “Film and TV” themed PR and media visits are a regular feature of the annual calendar and have delivered coverage in both traditional media and online.
Visit Wales is working closely with VisitBritain on the forthcoming ‘Starring GREAT Britain’ campaign which will launch to international audiences in January 2025. It will showcase film and TV locations throughout the UK, and Wales will feature prominently within the campaign material.