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Visit Wales ‘Year of Outdoors’ Campaign

Visit Wales new strategy

The new government strategy, Welcome to Wales: Priorities for the visitor economy 2020-2025, was launched in January 2020. The ambition is to grow tourism for the good of Wales, aiming for skills development, equitable economic growth, environmental sustainability, social and cultural enrichment and health benefits.

The strategy highlights that Visit Wales will continue to work with the industry and take a more prominent role in promoting skills for tourism, hospitality and events. By the spring of 2020, a Tourism Skills Partnership is to be established to bring together the sector, Regional Skills Partnerships, Further Education, Higher Education and others.

The goal of environmental sustainability will be achieved by sustaining natural resources, improving environmental performance and encouraging sustainable transport. Social and cultural enrichment will be achieved by giving a warm welcome for everyone, providing opportunities for young people and promoting a thriving Welsh language and culture. There is an emphasis on inclusive tourism and the need for more access improvements for disabled visitors. A Brilliant Basics fund will deliver small-scale tourism infrastructure improvements, for example, accessible changing places on the beach.

Barry Island Beach Wheelchairs

A key priority is an innovative Cymru Wales brand delivered by a digital-first industry and the development of a Visit Wales ‘Centre of Excellence’ for digital innovation. The Centre will act as a physical hub for the brand, a creative space for professionals in the sector to work together as well as running webinars for businesses.

All of these progressive aims are timely and relevant to the Next Tourism Generation Competition 2020. This aims to promote industry engagement with education. Read about the launch of the competition here.

Looking into the future, this is an exciting time for tourism development for the good of Wales.

Dawn in Snowdonia Wales

BBC Interview with Cardiff Met on Sustainable Tourism in Wales

Louise Dixey from the Next Tourism Generation Project partner, Cardiff Met, featured in a BBC TV and radio program as well as in an online news article on Saturday 17th October 2020. The media coverage focused on the negative impacts of the pandemic on the tourism industry in Wales and how to ensure a lasting recovery. Louise emphasized that Visit Wales has a progressive tourism framework that prioritizes sustainability and that, “Now more than ever, Wales must do everything to ensure tourism in the future supports the wellbeing of local people and future generations to come.” She also highlighted the surge in domestic tourism and the need to disperse visitors away from iconic attractions such as the Snowdown mountain. The NTG project in Wales has worked closely with the Snowdonia National Park to support the development of a Tourism Ambassador skills program.

Cardiff MET Wales Ambassador Workshop

Tourism Ambassador Training in Wales: Best Practice and Lessons Learnt

Cardiff Met is the Wales partner in the Next Tourism Generation (NTG) Alliance that aims to help address digital and sustainability skills gaps in tourism and related sectors. Over the last ten years in different parts of Wales, various Tourism Ambassador training programmes have developed to help deliver destination management objectives. Ambassador programmes recruit and train people to be experts on their distinctive area and provide a unique and authentic experience for tourists imparting a “sense of place”. Training programmes increase customer care and digital skills and promote conservation of the natural environment and cultural heritage. Benefits to the destination from such programmes potentially include active networking, improved local product knowledge and communication, enhanced visitor experience and higher visitor numbers, spend and length of stay by presenting perspectives of Ambassadors and other organisations that attended. The workshop was a collaboration between the NTG project at Cardiff Met and Snowdonia National Park to develop an Ambassador training programme for Snowdon Mountain (Yr Wyddfa), the highest and most visited peak in Wales.  READ MORE

Interview with Dr. Angela Kalisch: Gender Equality in Tourism

Dr. Angela Kalisch has seen many professional sides of the tourism industry, from working in the tour operator sector in sustainable tourism, academic to now being a Chair for the charity Equality in Tourism International. She has researched, taught and worked within the industry to echo what movements she believes are important in the industry, particularly gender equality in tourism. One of the main social skills that the Next Tourism Generation (NTG) wants to bring to the attention of its audience, is gender equality in tourism. This interview will highlight several interesting insights regarding this matter by Dr. Angela Kalisch. 

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