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As the Year of Legends 2017 steps up a gear with the launch of an international campaign, Visit Wales and partners will be at the world’s leading Travel Trade show - ITB Berlin this week.

First published:
7 March 2017
Last updated:

This was published under the 2016 to 2021 administration of the Welsh Government

The show is attended by 120,000 trade and media visitors and around 26,000 consumers. Visit Wales will host meetings with the German, Swiss and Austrian travel trade, press and media over the first 3 days, and promote Wales to consumers over the final 2 days of the show. The team will be joined on the stand by industry partners Blaenavon World Heritage Site, Cambria DMC, Cadw, and Destination Conwy 
This year, Wales will host one of the world’s greatest annual sporting events, the UEFA Champions League Final. The countdown is on to Wales hosing this prestigious sporting event in June, and Visit Wales will be showcasing the men’s and women’s UEFA Champions League Final trophies to ITB Berlin from 8- 12 March. 
Visitors to the stand will  have the opportunity to have a  photo taken with the trophies and Visit Wales will be running a prize draw to win a legendary week in Wales for two people during June with tickets to the Women’s and Men’s UEFA Champions League Final. The competition will also be promoted in the German and UK markets throughout March and April as part of the UEFA Champions League marketing activity. 
Attendance at ITB is one element of a marketing drive in Germany. January to March is a key booking period for German visitors to Wales, and the campaign aims to inspire potential visitors to come to Wales in 2017. The new TV advert featuring Welsh Hollywood star Luke Evans, which has been well received since its launch, will also be shown to visitors at ITB.  
Economy Secretary, Ken Skates, said: 
“During these times of great change we are committed to promoting Wales to the world like never before – taking our nation’s story out to new audiences with creativity and confidence. Germany is one of Wales’ three key overseas markets.  In 2015, Wales attracted 96,500 visitors from Germany who spent £30 million in the Welsh economy.  We’re looking forward to a legendary sporting summer – and hosting the UEFA Champions League Final – the single biggest sporting event in the world this year will be the highlight.  ITB gives us an excellent platform to raise awareness of the event coming to Wales this year and we have international campaigns planned in the build up, during and post UEFA Champions League Final which will aim to maximise the impact of hosting the event for Wales, and drive longer term visitor benefits from the UK, German, French and Spanish Markets.”
A digital marketing campaign focusing on the theme of Legends runs until the end of March, attracting visitors to the Visit Wales website and Facebook page.  Print campaigns will include a supplement partnership with VisitBritain and women’s lifestyle magazine ‘Brigitte’ and a direct marketing campaign to Visit Wales’ database. Visit Wales will also work with influential partners such as Flybe, P&O Ferries, Dertour, Tui Wolters Reisen, DFDS Seaways and KLM Germany.