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Multilingual campaign to attract international visitors to the north of Wales to target Japan, China and India

02 Mar 2022 5 minute read
Wales’ flag on a castle

A multilingual campaign has been launched to attract overseas visitors from Japan, China and India back to the north of the country after the easing of Covid restrictions.

One of the aims of the multi-lingual drive by North Wales Tourism is ensure that travellers from abroad can enjoy a warm Welsh welcome and information in their own languages.

It includes building on existing ties with Japan that were forged though the twinning of Conwy and Himeji castles at the time of the Rugby World Cup in 2019. Meanwhile, India is seen as an emerging market with huge potential to attract wealthy travellers.

As well as countries across Asia the campaign will also target European countries such as Germany, Spain and France with a campaign that will “put Welsh heritage, history, language and culture are front and centre”.

One of the centrepieces of the push will be high-end tour itineraries to see some of the region’s most spectacular highlights. The stops will include the UNESCO World Heritage sites of Pontcysyllte Aqueduct, Conwy and Caernarfon castles and the newly-crowned Slate Landscapes of North West Wales.

The campaign is being funded by the Welsh Government’s tourism arm, Visit Wales.

The Welsh Government’s Economy Minister, Vaughan Gething MS, said: “It’s been an extremely challenging time for the visitor economy and especially so for businesses who rely on overseas visitors.

“I’m pleased that we have been able to provide support for these businesses through the Wales International Inbound Tourism Fund and that we can now look forward with hope for recovery in our key overseas markets.

“This funding will help them to build on their existing itineraries to develop and promote new and updated programmes and packages for 2022 and beyond.”


Jim Jones, the chief executive of north of Wales Tourism which has around 2,000 members operating in tourism and hospitality, said: “We are hugely grateful to Visit Wales for their support in providing the funding for this hugely exciting campaign.

“The purpose of the funding is to prepare us for what we hope will be a huge influx of inbound visitors from overseas. We think the potential is massive once the international market reopens, especially the Asian market.

“We want to make sure we have all our ducks in a row so that those visitors have access to information in their chosen language.

“We have a lot of experience in this area and we have done a lot of exciting things that have resulted in a big growth in the international market and we are definitely on the world map when it comes to tourism.

“One of things we are doing is creating very high-end itineraries, after arriving via either Manchester or Liverpool airports.

“The first ports of call would be somewhere like Pontcysyllte Aqueduct and Gladstone’s Library in Hawarden before going on to Mostyn Hall.

“They’ll then visit nearby Llandudno and the following day they will head for Conwy Castle, Bodnant Gardens and go down the Conwy Valley to Llechwedd.

“The visit to the Slate Landscape of North West Wales will be particularly timely after the area was granted World Heritage Status.

“Then they’ll catch the Ffestiniog Highland Railway from Porthmadog to Caernarfon and another castle with World Heritage Status before travelling to Anglesey and then one of the region’s distilleries en route back to the airport.

“We’re also going to do more work with Avanti Rail to promote walking routes and we have invested in our website so we have route planners and itinerary maps.”

Llandudno. Picture by Nigel Swales. (CC BY-SA 2.0)


He added that the Indian market was “potentially huge and growing market that we want to tap into”.

“We want to enhance the website and make it multi-lingual and the languages we are specifically promoting are in line with the Visit Wales targets, so that’s German, Spanish, French, Japanese, Chinese and Hindi.

“We have a track record that’s second to none when it comes to working with Japan, culminating with 2019 twinning of Conwy with Himeji.

“We’re looking to continuing that relationship and increasing the number of Japanese visitors.

“All of this means that we have to make sure we have plenty of information so our brochures and our videos will be translated into those languages and we’ll be doing a lot of marketing on social media in those countries as well.

“We want to increase the spread of visitors from those countries throughout the year whilst increasing their average spend.

“It’s well documented that international visitors spend more money and stay longer.

“Our Welsh heritage, history, language and culture are front and centre in the campaign and we’ll also be focusing on our food and drink.

“We want to promote tourism in a sustainable way by increasing the spend which will create jobs and create prosperity.

“There can’t be many places in the world with so many World Heritage sites in such a small geographic area – and so much more besides, including the breath-taking beauty of our natural assets.

“On top of everything else we have a plethora of world class adrenaline fuelled activities, including zip lining and inland surfing. We’ve got the lot in abundance.

“After all the trauma we’ve all been through over the past couple of years, this is a new beginning that herald a brighter future for north of Wales as a dynamic region.

“North Wales is heaven on earth and if we all work together, we will be world leaders in tourism.”

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Gareth P.
Gareth P.
2 years ago

Tell me how Tourism helps with climate change ?

Dail y Goeden
Dail y Goeden
2 years ago
Reply to  Gareth P.

A hugely important question, for us all. But, short of a future where we none of us set foot outside our own houses – or at least only go on foot….; short of that, if we have the wealthy folks (sorry – I should have said “discerning travellers” 😉 ) coming to Britain anyway, then let’s celebrate the best of Wales – one organised coach party at a time!

GW Atkinson
GW Atkinson
2 years ago

I am 100% on this. Our current tourist clientel are rubbish, spend very little, are just daytrippers and have a superiority complex that makes them think they own the place. It would probably mean less housing being outpriced for people from that area.Quality not quantity.

Dai Rob
Dai Rob
2 years ago

Much better than the daytrippers, bringing their packed lunches, and chucking their wrappers & cans of carling on our beaches!!!

Grayham Jones
2 years ago

As long as the money stays in wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿 and is run only by welsh people and not incomers

Grayham Jones
2 years ago

And build more hotel on the sea fronts in wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿 and only run by welsh people not incomers it’s time for a new wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿 we in wales don’t know how to sell wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿

Dail y Goeden
Dail y Goeden
2 years ago

And: in case you think that “Hindi” is all foreign, well, it’s as “Indo-European” as Welsh. One of my party tricks is counting to ten, first in Welsh and then in Hindi, to show the similarities: “Un, dau, tri, pedwar, pump, chwech, saith, wyth, naw, deg. And: Ek, do, tin, cha, panch, che, sath, ath, na, das.” Simples? 🙂

2 years ago
Reply to  Dail y Goeden

Diolch. If you go back far enough you come to Northern India, though perhaps not called that in those days? (Alwyn and Brynley Rees: Celtic Heritage)

Last edited 2 years ago by I.Humphrys
Julie Jones
Julie Jones
2 years ago

A real step forward. Quality tourism, where people appreciate the history, culture, languages, and gastronomy of where they are, and not mass tourism, where people just want cheap meals, off licences, and pubs with Sky Sports,

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