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Mark Drakeford MS, First Minister of Wales

First published:
17 February 2021
Last updated:

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

There has never been a more important time for Wales to promote itself internationally and to extend our reach beyond our borders. Our national day provides a natural platform from which we can raise our voice to tell the world about our land, our values, our talent, our achievements and the positive difference we want to make in the lives of our people and our contribution to the wider world. 

Our aim is to use Wales’ National Day to support delivery of our International Strategy, with its key ambitions of raising Wales’ profile on the international stage; growing the economy by increasing exports and attracting inward investment; and establishing Wales as a globally responsible nation.  

We want Wales to be considered amongst the world’s most globally responsible nations, building on a long tradition of internationalism and concern for fairness with a focus on people and planet.  The objective is that people feel inspired by Wales, its people, places and products, that they see Wales as a nation of good people who do good things for each other, their country and the world. As a result, we want them to buy Welsh, make plans to visit or study in Wales in the future, invest in Wales and share content on Wales. 

In his final sermon St David said “Gwnewch y pethau bychain – do the small things”. We want to take his historic but relevant ambition and share that with the world. So, in 2021, St David’s Day will be a focus for doing good things, big or small – and we will extend an invitation for people around the world to join us. Activity will be delivered through four main strands:

  1. Gŵyl Dewi 2021 is an ambitious and exciting consumer-facing 72-hour digital celebration showcasing Wales to the World. The series of digital content and events will be mostly pre-recorded content that will go out ‘as-live’ from the Friday 26th Feb – 1st March. It includes music performances from some new and established Welsh artists, a reimagined story of Dewi Sant read by Cerys Matthews in Welsh and English to children around the world, wellness sessions, featuring yoga each morning and a dark skies event each evening and co-produced content featuring a range of key partners and stakeholders.


  1. Dewi’s Digital toolkit includes a collection of digital assets in a variety of different languages for use in international markets, including social graphics, video content and animations. We want others to join in to help amplify our message so we have shared the toolkit with the FCDO and British Council global network, and a wide range of international stakeholders across the globe and in Wales.


  1. Digital Events Programme will deliver a series of digital events for bespoke audiences with a global reach. The events will focus on sustainability, science and innovation, global research, our academic prowess, Wellbeing and future generations.


  1. Social Media and PR will focus on key target markets and key priority relationships across the world. An in-Wales media campaign will also ensure that this campaign is promoted to audiences within Wales.

Our footprint overseas is vitally important to achieving our goals. Our International Offices have been instrumental in shaping the four activity strands and will be delivering a series of bilateral programmes in-country.  

This activity also complements the fantastic work of organisations in Wales and diaspora societies around the world who are running their own St David’s Day events.

Gŵyl Dewi will be promoted on @walesdotcom (Twitter, Facebook and Instagram) and a number of Welsh Government and partner accounts. Events will be listed on the website. 

I, and many across the Cabinet, will be taking part in events during this campaign. I encourage all Members of the Senedd to share the content across social media in the build up to the 72 hour Gŵyl Dewi weekend, on the weekend and St David’s Day itself and the week that follows. 

I want to ensure that Wales’ influence expands beyond the land borders of our country. Please sign up and join with me in 2021 to make this St David’s Day one to remember and to showcase Wales to the world – a good nation doing good things.