This report calls on VisitBritain and Visit Wales to jointly develop, by February 2015, a coherent strategy for promoting Wales as a first choice destination for international visitors to the UK. While the current number of international tourists to Wales remains below pre-2006 levels, there is substantial potential for growth in Wales' tourism market. Wales has some of the most spectacular landscape in Britain and Europe, a unique culture, language and history, dynamic cities, and offers a range of activities and a high quality of life. Wales' potential as a tourist destination is being undersold and there is concern that Wales still has a low profile overseas compared to other parts of the UK The tourism bodies Wales need to grasp this opportunity and maximise Wales' potential as a destination. UKTI should be mandated to begin to address the great disparities in wealth and investment across the UK, and the Committee calls for a dedicated Welsh trade promotion agency, to drive inward investment into Wales. Wales has masses of unfulfilled potential for increasing tourism. The responsible agencies in Cardiff and London and the respective Ministers need to work together more to maximise opportunities

Work of the Committee 2008-09 : Third report of session 2009-10, report, together with formal Minutes