Tourism: Wales needs to ditch 'sheep, rain and rugby' brand

Wales needs to ditch 'sheep, rain and rugby' brand and focus on adventure tourism, food, drink and the Welsh language, say industry bosses

Other suggestions from tourism bosses included more use of the country's Welsh name Cymru, rather than the English version Wales."I feel like there's often negative connotations about the language. But our international and English visitors love the use of the Welsh language.

Portmeirion Cymru's Ian Roberts said tourists who come to their Italian influenced tourist village near Porthmadog, enjoy hearing Welsh being spoken, hearing that it is vibrant and alive. "The focus of the Cymru Wales brand is on marketing Wales' standout strengths as a country, and showcasing them to people across the world."Paul Lewin from FFestiniog and Welsh Highland Railway wants the message to focus more on "the wonderful scenery"The calls come as the latest figures on overseas visitors to Wales show the impact of the Covid pandemic.

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