A vision for culture and sport in Wales: call for evidence

This government believes that culture, heritage, the arts and sport are not luxuries in Wales. They are essential to how we tell our stories, how we express our values, understand ourselves and connect with others. 

In opposition, we were critical of the lack of investment in culture and sport and the impact of undervaluing both over many years. We now have an opportunity to address this, and to take positive actions which demonstrate a new commitment to culture and sport. 

In 10 years’ time, Wales will be a nation where culture and sport are not seen as optional extras, but as an essential part of national life. 

We want culture and sport to be recognised as a powerful force for individual health and wellbeing, community connection, economic opportunity, international profile and national confidence.

That means a Wales where more people participate regularly; where children and young people grow up with access to culture and sport as part of everyday life; where barriers linked to poverty, geography, disability, language, confidence or background are actively removed; where institutions and community assets are sustainable and connected; and where the workforce is valued, skilled and fairly supported.

It also means a Wales where government is clear about its role: leading where only government can lead, convening partners around shared outcomes, using evidence to guide investment and action, and working across portfolios so that culture and sport contribute fully to national goals – building our confidence as a nation and playing a key role in making us a healthier and wealthier Wales.

We will develop a Culture and Sport Strategy for Wales by establishing the current state of play, identifying the outcomes we want culture and sport to deliver for Wales, and working with partners to co-design the actions needed to get there.

When we say ‘culture’ we mean this to include sport, creative industries, arts, events, heritage, museums, libraries and archives. That is our starting point, but we also want our new strategy to be cross-cutting, demonstrating the importance of culture and sport to many other sectors.  

The new strategy will be based on a root and branch reassessment of the challenges and opportunities facing the culture and sport sectors, undertaken through collaboration and consultation with artists, sports, cultural and heritage organisations and other relevant stakeholders.

The strategy aims to deliver a healthier, wealthier and more resilient Wales, and  will be framed around 6 areas of focus: 

1. A Healthier Wales: Culture and sport improve the health and wellbeing of people

People of all ages and abilities have more and better opportunities to take part in culture and sports to improve their physical and mental wellbeing as part of a transformative preventative health agenda.

2. A Wealthier Wales: Culture and sport unlock more of our economic potential

Culture and sport drive economic growth, jobs, creative industries, innovation, tourism and international reputation that unlocks more of our economic potential.

3. A Resilient Wales: Our cultural and sporting infrastructure is sustainable and cared for with a strong workforce in place

Stronger and more sustainable public bodies, organisations, sites and workforce will care for our culture. 

4. Skilled Wales: Raising education standards and increasing skills through embedding access to culture and sport for children and young people

Promote and embed increased access and participation to culture and sport for children and young people, as well as nurturing and training the talent of the future.

5. A More Connected Wales: Culture and sport bring people together, connecting our communities through a sense of place

Culture and sport strengthen communities, addresses child poverty, reduces loneliness and sustains vibrant and cohesive communities where everyone can access and participate in culture and sport regardless of income, disability, geography or background.

6. A bi-lingual and confident Wales: Culture and sport are celebrated on a world stage 

Promoting and celebrating all of Wales’ culture and sport in every corner of Wales and the world alongside our cultural tourism offer.

Extensive engagement and consultation have taken place over the last few years so we will take a targeted approach to how we develop this strategy.

For the first time ever in Wales, the culture strategy will be expanded to include the creative industries and sport therefore, we will be undertaking focused engagement with people from sports and creative industries.

We will build on the work being undertaken to review our facilities and the investment opportunities relating to culture and sport. This will inform a progressive increase in arts, culture and sport funding, tied to a wider shift to preventative health and wellbeing activity across government. This work will continue alongside the development of the new strategy.

We are focused on evidence. We will establish the current state of play across culture and sport in Wales, aiming to publish a report in Spring 2027. Our assessment will be based on evidence and the findings of our engagement activity. We will identify what works and what needs to change. Concurrently we will develop a shared 10-year vision for culture and sport in Wales outlining the kind of nation Wales wants to be it if is to realise the ambition of becoming a sporting and cultural powerhouse. This will focus on clearly identifying what outcomes need to be achieved to reach this ambition.

Finally, we will produce a strategy with sector specific action plans. This will be clear on what Welsh Government will do as a partner and enabler. It will outline what sectors can expect from Welsh Government, and what arm’s-length bodies, local government, delivery partners, communities and wider sectors will contribute. It will identify how we will monitor and evaluate our progress.

This work starts with a general call for evidence to inform the development of our new Culture and Sport Strategy for Wales. 

This call for evidence opens the conversation on the future of culture and sport in Wales. It asks people, organisations, communities and partners to help Welsh Government understand the current state of culture and sport, shape a shared national vision, and identify the practical actions needed to realise Wales’ ambition to become a sporting and cultural powerhouse.

We are not starting from a blank page. This work will build on existing evidence, previous engagement and the knowledge held by sectors, communities and public bodies across Wales. It will also help identify where evidence is missing, where the greatest challenges lie, and where there are opportunities to act with greater ambition, focus and shared purpose.

We want to bring together the strongest possible evidence base before developing the strategy. This includes data, research, lived experience, local knowledge, examples of good practice, evidence of barriers, and practical ideas for change. We are particularly interested in evidence that helps us understand what is working, what is fragile, what is missing, and what could be scaled or strengthened with the right support.

The evidence gathered through this call will sit alongside internal and academic expert analysis, sector roundtables, targeted engagement. Together, this will help shape a practical Culture and Sport Strategy for Wales with clear actions, responsibilities, milestones and measures of success.

We want to hear from those who are already part of the cultural and sporting infrastructure of Wales – from grassroots, community, volunteer-led groups and organisations through to our national cultural and sporting bodies. We also want to hear from those who are not currently delivering or supporting cultural or sporting activity but want to play their part in transforming Wales into a cultural and sporting powerhouse.

1. What is the situation now? What is the current state of play for culture, heritage, the arts, creative industries, sport and physical activity in Wales. 

Prompts:

• What pressures are affecting organisations, institutions, facilities, clubs, venues, practitioners and workforces?
• What are the strengths and what is working well that can be protected, sustained or scaled?
• Where are the biggest barriers to access, participation, employment, volunteering or progression and which communities, places or groups are least well served by current provision?
• Where are the most significant evidence gaps?

2. Where do we want to get to in 10 years? What is our shared ambition and the cultural and sporting outcomes to define success for people, communities, sectors and places across Wales. 

Our vision: Wales becomes a cultural and sporting powerhouse

Our 6 areas of focus: (outlined above)

Prompts:

• What do you think of the 6 areas of focus that we have outlined?
• What do you think of our vision and what does it mean for Wales to be recognised nationally and internationally as a cultural and sporting powerhouse?
• What should people in Wales be able to access, experience, create or participate in by 2036?
• How can culture and sport contribute to health, wellbeing, education, skills, the economy, place, prevention and the Welsh language?
• What will success look like for children and young people, older people, disabled people, Welsh speakers, people from ethnic minority communities, people on low incomes and rural communities?

3.  What is the role of Welsh Government and partners over the next decade in making Wales a cultural and sporting powerhouse?

Prompts:

• What actions can Welsh Government lead directly, and where can it focus on convening, enabling, funding, regulating or removing barriers?
• What changes are needed to policy, investment, data, facilities, workforce development, governance or partnership working?
• What actions are national bodies, local authorities, third sector organisations, clubs, venues, institutions, schools, health boards, communities and private partners already doing and can do differently or together?
• What early actions can make the greatest difference in the first two years of the strategy?
• What evidence, milestones or indicators can be used to track progress and hold government and partners to account?

We welcome written responses from individuals, communities, organisations and partners across Wales. Responses may draw on formal data, published research, organisational experience, lived experience, case studies, examples of good practice or practical proposals for change.

We particularly welcome evidence that is clear about what action is needed, who needs to be involved, what government can do differently, and how progress could be measured. These questions are intended as a starting point and may be developed further through engagement with partners.

Accessible versions of this call for evidence will be made available in September 2026. If we can help with any further adjustments which will make it easier for you to participate in the call for evidence or the wider engagement process, please contact us.

All submissions should be sent to: CultureandSportStrategy@gov.wales

The deadline for submissions is Friday 18 December at midday. 

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Data Protection Officer

Data Protection Officer
Welsh Government
Cathays Park
Cardiff
CF10 3NQ

Email: Data.ProtectionOfficer@gov.wales 

Information Commissioner’s Office

Information Commissioner’s Office
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Water Lane
Wilmslow
Cheshire
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Website: ico.org.uk

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