Cymru Wales Brand Exhibitor Presence Support Scheme

If you are using this scheme to provide awards of subsidy, you must inform the Subsidy Control Unit – email: scu@gov.wales.

Wales

Cymru Wales Brand Exhibitor Presence Support Scheme

Section 60(1) of the Government of Wales Act 2006.

The scheme will serve as a platform to promote key Welsh Government policies, including:

• The Wellbeing of Future Generations Act
• The Tourism Strategy, Welcome to Wales priorities
• The National Event Strategy for Wales 2022–2030

The initiative supports the strategic alignment of Wales’ business events sector with government priorities, reinforcing the country’s reputation and appeal to international buyers and partners.

The purpose of the scheme is to build and present a collective national presence under the Cymru Wales Brand at events and exhibitions, significantly enhances brand visibility, footfall, and business opportunities.

By uniting Wales suppliers and regional tourism representatives under a strong, unified brand, the pavilion will showcase Wales’ sectoral strengths and export-ready capabilities in competitive global marketplaces.

Welsh Government

The scheme is open to businesses in, or who can impact positively on the Tourism, Business events, Creative, International Trade and Food and Drink sector in Wales.

This includes but not exclusive to:

• In Wales Ground Handlers
• Destination Management Organisations
• Destination Management Companies
• Professional Conference Organisers
• Local authorities
• Other professional organisations who a represent and influence business to Wales in one of the above-mentioned areas of Welsh Government.

• Accommodation and food service activities
• Arts, entertainment and recreation
• Other service activities

1 January 2026 until 31 December 2030.

£50,000,000

All subsidy awarded under the scheme will be awarded by way of Direct Grant.

The business must:

• Be operating in Wales where the subsidy is being offered and have a suitable fit to each Exhibition / Event where the subsidy is being offered.
• Meet the Wales brand values, have suitable and relevant market product and website content and an existing database of clients.
• Sufficient and knowledgeable resource and representation to meet the event requirements including any pre and post requirements from the event organiser and or Welsh Government.
• Provide Welsh Government with an expected ROI (Return on Investment) at application stage and update post event of any business secured from attending the event.

The subsidy covers up to 50% of an individual pod space, design and build. The cost is determined on the stand space available and number of sharers exhibiting. Where a new Exhibition / Event is identified or where the organisation is deemed critical to be in attendance, the subvention (subject to Welsh Government review and approval) may be awarded at a higher rate.

£500,000

For more information about applying for support under this scheme, please contact the Meet In Wales team at: meetinwales@gov.wales

For more information about this scheme’s compliance with the Subsidy Control Act 2022, please contact: