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Edwina Hart, Minister for Economy, Science and Transport

First published:
17 June 2013
Last updated:

This was published under the 2011 to 2016 administration of the Welsh Government


As part of my Tourism Sector Panel’s Terms of Reference I asked it to prepare a refreshed tourism strategy and action plan for the period up to 2020.  

In taking this forward, the Sector Panel’s work has largely focused on understanding the key challenges that are likely to impact upon tourism in the period up to 2020 and identifying the most effective responses that will support sustainable growth in the tourism sector.  
This has been facilitated through a series of briefing, research and issues papers delivered through my Tourism & Marketing team and other stakeholders and submitted and presented to the Panel over the past year or so.  

The Panel submitted its draft recommendations to me earlier this year which are aimed at driving higher tourism earnings to deliver maximum value for the Welsh economy and supporting the delivery of  the priorities for tourism set out in the Programme for Government.  These recommendations were shared with the industry and stakeholders through a series of workshops held around Wales.  I have now accepted the Panel’s final recommendations and today I am launching Wales’s new Tourism Strategy for 2013-2020

In summary, the new strategy will mean focussing upon five key areas – Promoting the Brand, Product Development, People Development, Profitable Performance and Place Building.  

The GB market will be the main focus of marketing activity along with a number of targeted overseas markets in Ireland, Germany and the USA.  We will also ensure that other markets continue to be reached through digital marketing and working closely with Visit Britain to deliver for Wales through its international network of offices. 

With this change in strategy focus the aim is to grow tourism earnings in Wales by 10% by 2020.

Partnership has been clearly identified as the key to delivering on the strategy and action plan. To help with this I am announcing that my Tourism Sector Panel will now become a Tourism Advisory Board with increased engagement and visibility with the industry and stakeholders.  


Dan Clayton Jones OBE, K.St J, TD, DL  - Chair  

Dan Clayton Jones has extensive experience of business, in both the private and public sector within the UK and overseas having worked for Ford Motor Co, Wales Tourist Board, Rank Hotels and his own property development company. He has extensive knowledge of the cultural product within Wales

Mike Morgan

Mike Morgan is Proprietor of Llansantffraed Court Hotel, Abergavenny and co-owner of Welsh Rarebits, Great Little Places and Wales in Style representing over 100 independent hotels, guest houses and restaurants throughout Wales.

Paul Lewin

Paul Lewin is Managing Director of Ffestiniog Railway Co, one of Wales' most successful and best-known tourism attractions.  Recently developed and re-opened the Welsh Highland Railway connecting Porthmadog to Caernarfon.

Philip Lay

Philip Lay is Retail Director, S.A. Brains, has extensive knowledge of the pub and restaurant sector.  He chairs the Wales employers panel for People First and represents Wales on the Board of People First (Hospitality Sector Skills Council).

Margaret Llewellyn OBE

Margaret Llewellyn OBE is a former Managing Director of Dragon Shipping Line and has extensive knowledge of shipping, ports and the cruise industry.  She is a past winner of the Welsh Woman of the Year for Management Achievement and a consultant to the Cruise Wales initiative. Margaret is a member of the Board of Finance Wales and also a member of the Minister's Cruise Wales Panel.

Justin Albert

Justin Albert has had a long and distinguished career in broadcasting and documentary film production in America.  Since returning to his home in Wales he has worked with Horse and Country TV, become a founder of the Hay Castle Trust and, as a consultant, undertaken a substantial review of S4C, the Welsh language broadcaster.  Justin is a vice president of the Hay Literary Festival and the Brecon Jazz Festival.

Stephen Leeke

Stephen Leeke is Managing Director of The Vale Resort (Gold Award-winning Hotel) since 1995 and Vice-Chairman for the Cardiff Hoteliers' Association. He is also Director of Leekes Limited (retail Department Stores) and Hensol Castle Resort Developments (property development).