visit wales ceo

Women in Business: Manon Antoniazzi, CEO at Visit Wales

Manon Antoniazzi

Manon Antoniazzi was recently appointed to the role of Chief Executive Officer, Tourism and Marketing for Wales within the Welsh Government. Prior to this she worked in the private sector as a specialist in leadership development and was a member of the household of the Prince of Wales, where she served as a senior Private Secretary from 2004-2012. Manon has worked in public affairs and governance at the BBC, as Secretary of BBC Wales and subsequently Head of Public Policy, Nations and Regions. She has also worked as Director of Communications at the National Assembly for Wales and Head of Press and Public Relations at S4C.

Manon is a former Chairman of The Prince’s Trust Cymru and Governor of the Royal Shakespeare Company and has served on the advisory boards of the Philharmonia Orchestra and Welsh National Opera. She is currently a Non-Executive Director of the London Philharmonic Orchestra. She holds a doctorate in Medieval Literature from the University of Cambridge.

Tell us about your journey to where you are today .

Like most people, I have always worked best when driven by things that interest me and about which I feel passionately.  My first job (after finishing a PhD in Medieval Welsh Poetry) was at Welsh Water where I was tasked with drawing up a policy for bilingualism across the various groups in the company. This was a great introduction to commercial life and taught me a lot about balancing principles and practicalities.  It proved the start of a varied career which has spanned marketing, communications, governance, policy and management work – the unifying thread has been cultural content.  Each job has had elements within it that have led to the next and I’ve been fortunate to twice have had the chance to return in an enhanced role to a previous employer, showing that it can sometimes pay to be bold about career moves.  Having made that start in the private sector, I have also worked in the public sector and the third sector, so I have an appreciation of the strengths – and frustrations – of each.

How has your life experience made you the individual you are today?

Definitely the most defining experience was the birth of my daughter.  I was pregnant when I was appointed as Assistant Private Secretary to The Prince of Wales in 1993 and started work in Clarence House when Indeg (now 20) was 5 months old.  It was a crash course in combining motherhood with a very busy and demanding job and on top of it all I had to move to London.  I don’t believe I will face many things that testing again!

Has there been a particular role that has propelled your career into a different direction to what you were expecting?

I haven’t been prescriptive about planning a career, but probably the most striking change of direction came when I was at S4C, the Welsh language broadcaster, as their head of Press and Public Relations.  The channel had developed a strong expertise in animation which had potential to be marketed in different language versions around the world.  One project was an animated film of The Prince of Wales’s book The Old Man of Lochnagar and I found myself not only co-ordinating a press launch, but also coaching HRH to deliver a Welsh-language voiceover (not that he needed much coaching).  Next thing, I was asked whether I’d be interested in my name going forward as a potential Assistant Private Secretary in his office.  It was approaching the 25 th anniversary of his Investiture in Caernarfon Castle and it was thought a good idea to have a private secretary on the team from Wales.  It was a two-year secondment which was to turn into an eighteen-year professional association…  I was privileged to get to know the UK from a unique perspective and work in partnership with some of Britain’s leading cultural and charitable organisations.

Tell us about your role at Visit Wales.

I was appointed eighteen months ago to work with the talented team responsible for developing the tourism sector and maximising its contribution to the Welsh economy.  As part of the Welsh Government, we invest strategically in individual tourism projects and major events and are also responsible for marketing Wales domestically and overseas.

What have the highlights and challenges been during your time at Visit Wales?

We had an excellent year last year, helped by fine weather, but of course also by some very focussed marketing work!  Highlights include the current celebrations of Dylan Thomas’s centenary, the chance to host a meeting of NATO in September in Newport, and the opportunity to appreciate through local visits just how far the industry has developed in the last few decades.  Challenges boil down to making the most of our resources to make an impact in an increasingly competitive global marketplace.

For a reader who is thinking of visiting Wales what would you recommend that they see and do?

The website www.visitwales.co.uk   has a wealth of information on what to see and do – be that for a family holiday, luxury weekend or activity trip.  As the Wales Coast Path has just celebrated its second anniversary, why not tackle some of the 870 mile long path. Rhossili Beach has recently been named as the best beach in the UK and among the top ten in the world – and there are plenty more fantastic beaches to explore along the coast path.  The Dylan Thomas 100 festival adds to our wealth of festivals and events this year as we celebrate the centenary of his birth, an opportunity to discover more about the poet and the places which inspired him.   There’s plenty of on offer to get the adrenaline going too, from Zip Wires to downhill mountain bike tracks and of course, no visit to Wales would be complete without a visit to one of our 641 castles.

How do you maintain a work/life balance?

I work long hours, but do so in order to protect time off with the family, who will let me know quickly enough if I’m getting it wrong.  There are plenty of things I love doing outside work, such as reading, playing the harp and running, so I don’t allow work to expand to fit all the available time.  I am fortunate to have an excellent team around me – that makes it much easier to share the burden.

How has mentorship made a difference in your professional and personal life?

I have had great advice at various stages in my career, not least from my parents.  Outside the family, one former boss is still someone to whom I turn every time I contemplate a new career move.  On the professional front, I worked on a project a few years ago to help an international mentoring company called CMi establish an office in London – our purpose was to match up high flying (board level FTSE100) executives with experienced Chairman who could mentor them, utilising lessons learnt from experience rather than from theory books.  This has left me with great respect for that mode of working and the benefits gained by both parties from developing strong privileged relationships with people who are just distant enough from your work to be objective.  It proved particularly useful for women in business – irrespective of the gender of their mentors.  You do have to establish excellent chemistry though, so it isn’t entirely straightforward to find the right match.

Which other female leaders do you admire and why?

I lapped up Sheryl Sandberg’s book Lean In last year.  I think it should be required reading for young women.  It is still too difficult to achieve success on the same terms as men in some sectors and getting the tone right can be tough.  I have learnt a lot from female bosses I have had over the years, from Menna Richards at BBC Wales to Jenny Abramsky at the Heritage Lottery Fund and Welsh Government Minister Edwina Hart.

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Exciting new vision for Welsh visitor economy

Gweledigaeth gyffrous newydd ar gyfer economi ymwelwyr cymru.

First Minister Mark Drakeford and Deputy Minister for Tourism Lord Elis-Thomas will today unveil an exciting future for the visitor economy in Wales.

The Welsh Government will publish its five-year plan to grow the visitor economy, focusing on Wales’ strengths – its landscapes, culture and places.

The new plan – Welcome to Wales: Priorities for the Visitor Economy 2020-25 – will be backed by two funds to support the industry: A new £10m fund - Brilliant Basics to support the all-important tourism infrastructure which will complement the £50m Wales Tourism Investment Fund focusing on high-quality, reputation-changing products.

Welcome to Wales and the new funding will help to tackle some of the main challenges facing the tourism industry in Wales – seasonality, spend and spread.

Launching the new vision today in Porthcawl, First Minister Mark Drakeford said:

“Over the past decade, tourism in Wales has been transformed, but there’s room for further growth in our visitor economy and we want to support that. 

 “Our new plan, with its priorities, strike the right balance between economic growth and our wider wellbeing as a country. We want to develop high-quality, year-round experiences, which are good for visitors and host communities. Sustainable growth can deliver health, environmental and cultural benefits by protecting and promoting our strengths.

“There are challenges facing the industry, including from Brexit. We believe the best response is to continue with our core business – to recognise tourism’s ongoing potential to act as a bedrock for the Welsh economy in projecting a positive message of and from Wales.”

Welcome to Wales highlights two main ideas of ‘Bro’ and ‘Byd’ – getting tourism right at a local level and ensuring the Welsh tourism offer can compete on the international stage.

The main actions over the next five years include:

• A £10m fund to invest in Brilliant Basics to support the all-important tourism infrastructure, which is part of delivering a high quality visitor experience from 2020-25.
• A focus on high quality, reputation-changing products. A £50m Wales Tourism Investment Fund – delivered in partnership with the Development Bank of Wales – to help finance reputation capital investment projects.
• Building on the success of the Events strategy, Event Wales will be set up to develop, grow and attract cultural, business and sporting events. This recognises the vital all-year role events play in attracting people to Wales.
• Visit Wales will focus on products and on developing experiences, which reflect Wales’ stand-out strengths as a country.
• Visit Wales will focus more of marketing efforts on growing off-peak tourism, encouraging people to spend more in Wales and spread the benefit of tourism.
• Two new themed years will be announced for 2022 and 2024.

Nearly one in 10 people across Wales works in tourism, which brings jobs to people throughout Wales. Tourism is on track to meet the 10% growth target set seven years ago – Wales has welcomed record numbers of UK visitors over the last five years and the value of domestic tourism grew by 14% last year.

Lord Elis-Thomas, Deputy Minister for Culture Sport and Tourism, said: 

“We want to build on our recent success and by 2025 we want to be known as a place that offers world-leading adventure, creative culture and language and outstanding, protected landscapes – and a place that wants to look after them for future generations.

“I’d like to thank the industry for the part it has played in developing this new plan and its priorities. 

“It has been very clear that the long-term growth of our own sector relies on caring for the things that attract people here in the first place. It is also what future markets will expect.”

Notes to editors

Dropbox – including:

• short form plan of Welcome to Wales: Priorities for the Visitor Economy 2020-25
• Images from the plan
• Year of Outdoors campaign film

https://www.dropbox.com/sh/yhpfep68ey153ea/AACgRn-zJyh06fw7huE2FVIxa?dl=0

The full plan and supporting documents will be available on https://businesswales.gov.wales/tourism/  following the launch.

The launch takes place at the newly opened, Rest Bay Watersports Centre, Porthcawl which is part of  Visit Wales’ Tourism Attractor Destination programme, supported by £2.55m of EU and Welsh Government funding.  Joining the First Minister and Deputy Minister for Tourism will be members of the industry which will also take part in a panel discussion led by adventurer and presenter Lowri Morgan.  The Panel includes: Ben Clifford – Surfability; Paula Ellis - Retreats Group; Tracey Evans – Outdoor Partnership; Andrew Campbell  - Wales Tourism Alliance and Huw Stephens – presenter and DJ

Supportive comments  - Launch Panel members

Paula Ellis – General Manager, Retreats Group : “Wales has immense potential to be recognised as a world class destination. We need to capitalise on our unique sense of place, language and culture, combined with more quality products to raise our profile on a truly international stage. Our success at Retreats Group is attributed to treating our colleagues as our internal guests which has enabled us to address the skills gap in the most challenging of locations. Every guest is be perceived as a PR agent to help us promote the ‘Croeso Cynnes Cymreig’ of this unique Celtic country.”

Tracey Evans – Outdoor Partnership : “Wales is full of opportunities for tourists as well as local people to safely enjoy our great outdoors for health and economic advantages as well as enhancing and supporting the unique culture and history of Wales.” 

Ben Clifford – Surfability, said : “Wales is incredible — all this green and blue space —  and if you’re denied access to that because of a disability,  it’s such a shame. So it’s important that we make those spaces accessible to everyone. Surfing is great physical exercise, and it really connects you to the world around you and the environment. Being present and focused in the moment, while simultaneously being outdoors in the fresh air and exercising — the benefits are incredible.  The techniques we’ve developed in Wales are becoming part of the worldwide standard. Our own community benefits, too. Our volunteers get the chance to work with people in their community, making it a better place.”

Andrew Campbell, Wales Tourism Alliance , said: “Effective engagement between the private and public sectors is hugely important. Success depends on partnership and collaboration, so we need to forge relationships that make the best possible use of resources. The objectives of any priorities plan will be better achieved if we all collaborate closely. We’re all on the same journey together. We need to work in a greener and more environmentally efficient way, but sustainability also means sustaining communities. Tourism creates jobs in places that other industries don’t. This sector deserves to be taken seriously.”

Main aspects of the plan

Outstanding visitor experiences

• A £10m fund has been announced today to invest in Brilliant Basics to support the all-important tourism infrastructure which is part of delivering a high quality visitor experience.  This funding will also be used to ensure that Wales is an inclusive and accessible destination for all.
• Visit Wales will work with the industry to support an industry led Tourism Skills Partnership to explore a range of ways to raise status of the sector to future generations of workers.

World Class Products and places

• A £50m Wales Tourism Investment Fund (WTIF) – delivered in partnership with the Development Bank of Wales – will help finance reputation capital investment projects.
• In recognition of the vital role events play in in attracting people to Wales and building on the success of our Events Strategy we will establish Event Wales to also encompass business events.  An ‘Event Wales’ conference in the spring of 2020 will be an opportunity to engage further with the sector, in order to help shape the future and take account of an ongoing independent review of the events criteria
• Visit Wales will move to focus on products and on developing experiences that reflect Wales’s stand-out strengths as a country - these are Outstanding Natural Landscapes, Creative Culture and Epic Adventure.  Initially the focus will be on the Wales Coast Path, Offa’s Dyke and National Trails; Golf; Heritage Tourism and Film and TV; Mountain Biking and Cycling.

An Innovative Cymru Wales Brand

• We will continue to deliver a bold and integrated brand for Wales, harnessing tourism’s potential to present Wales to the world as a welcoming, vibrant destination.
• Visit Wales will commit resources to ensuring that digital first marketing efforts are focused on growing off-peak tourism, encouraging people to spend more in Wales and is spreading the benefit of tourism and tackling over-tourism by inspiring visitors to discover more of Wales.
• Visit Wales will launch a major new campaign for Wales for the next 3–5 years and announce new themed years for 2022 and 2024.

An engaged and vibrant sector 

We will recognise, coordinate and harness the contribution a wide range of partners can make.

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Chief Executive and Clerk of the Senedd

Manon Antoniazzi is the Chief Executive and Clerk of the Senedd and was appointed in April 2017. She is responsible for ensuring that the Senedd, and the sixty Members of the Senedd, are provided with the property, staff and services so that the Senedd inspires confidence and has a reputation for accessible and efficient democracy. 

Before she joined the Senedd, Manon was the Director of Culture, Sport and Tourism for the Welsh Government, having been Chief Executive of Visit Wales. Earlier in her career, she had roles at the BBC and S4C, as well as with the Prince of Wales.

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Wales lacks 'coherent brand' to attract overseas visitors, report finds

The committee found that of the UK's 41 million overseas visitors in 2019, only one million visited Wales. The report says tourism bodies should "capitalise" on popular TV series such as Disney+ documentary, Welcome to Wrexham.

Wales reporter @TomosGruffydd

Wednesday 12 July 2023 10:56, UK

Wales lacks a "coherent brand" when it comes to attracting overseas visitors.

That's according to a new report by a committee of MPs.

The Commons' Welsh Affairs Committee has urged bodies such as VisitBritain and Visit Wales to identify a "brand for Wales that can be marketed effectively".

The committee found that of the 41 million tourists who visited the UK from overseas in 2019, only one million visited Wales.

The committee said Wales's profile had been raised through television and film such as Disney+ documentary, Welcome to Wrexham .

They said Visit Wales should be "nimble enough to capitalise" on its popularity.

The report concluded that VisitBritain "did not sufficiently promote Wales in its marketing materials".

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"We question whether VisitBritain has the knowledge and expertise required to successfully promote Wales and its attractions," the committee said in its report.

The committee also said transport infrastructure was a "hindrance" to tourism in Wales.

Chair of the Welsh Affairs Committee, Stephen Crabb, said there were "missed opportunities".

"Despite Wales's countless and unique offerings ranging from sandy beaches and blue seas in Pembrokeshire, to the fastest zip line in the world for thrill-seekers in North Wales, the nation punches below its weight in attracting international visitors," he said.

"We need a more concerted push to promote Wales and to identify its unique brand that can be sold abroad."

Read more: Wales tourists could pay extra overnight stay fee in new tax National park drops 'Brecon Beacons' from official name

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A Visit Wales spokesperson said it was "pleased" to see some "positive work" highlighted in the report.

"We look forward to continuing to work with VisitBritain on how Wales is marketed within VisitBritain's international campaigns, to tour operators, and in sharing of data with industry - which are crucial components of success in this highly competitive industry."

Patricia Yates, CEO of VisitBritain, said the organisation "promotes Wales across all its global marketing campaigns".

"We're working with international travel trade to ensure Wales is sold internationally, this year inviting Welsh businesses on trade missions to China, India and the USA," she said.

"We will study the findings of the Welsh Affairs Committee closely and continue to work with Visit Wales to build on our partnership."

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Full steam ahead as tourism figures are published

Tourism figures published today show a significant increase in the volume and spend of overnight visitors from the rest of Great Britain to Wales during 2018.

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

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Figures are for the main official tourism surveys for Wales covering the period January to December 2018. The significant rise in domestic visitors and associated spend was slightly offset by lower numbers of international visitors although spend by International visitors increased.

In the twelve months from January to December 2018, there were 10.21 million overnight trips to Wales by GB residents, which was an 11 per cent increase on the same period last year. During this period the expenditure in Wales was £1,853 million which was an increase on last year by 13.8 percent.

There has been a slight decrease in the volume and expenditure of Tourism Day trips taken in Wales during 2018 compared to the same period last year, with 95.7 million trips taken and related expenditure of £4 billion.

During 2018 there were 941,000 trips taken in Wales by international visitors and expenditure of £405 million. This was a decrease in the volume of trips by international visitors to Wales (12.8 per cent), however, expenditure by overseas visitors to Wales increased by 9.7 per cent to £405 million.

The figures were published as Deputy Minister for Culture Sport and Tourism, Lord Elis Thomas, officially opened new developments as part of a £2.2 million project in Aberystwyth. The project at Vale of Rheidol Railway has been funded, with EU assistance, through Visit Wales Tourism Attractor Destination programme. The first phase of the project is the opening of a new Edwardian style Great Western heritage Station. The next phase will see the old Aberystwyth terminus site re-developed to include a new booking office and carriage storage shed which will be built to allow the priceless collection of historic railway carriages to be stored in a protected environment and aid their long term conservation.

The Deputy Minister, said:

“The domestic market is by far Wales’ most important market and accounts for around 90% of visitors to Wales. It is therefore excellent news that Wales saw such significant increases in spend and increased its share of the domestic market in 2018. Indications from our Easter Wales Tourism Business Barometer also show that this could be a continuing trend into 2019 - as people look to holiday at home. “Although this increase in the domestic market is to be welcomed, the importance of the international market cannot be ignored and Brexit pressures are clearly having an impact, not just in Wales but on international travel to the UK with most regions of England experiencing a decline in international visitors in 2018. However, the increase in spend from our overseas visitors is to be welcomed during these challenging times.

Looking forward the Deputy Minister added:

“Our work in partnership with the industry to make Wales a competitive and must visit destination will continue - and investment through projects such as the Tourism Attractor Destinations is one example of this. The aim of these projects is to give compelling reasons for people to visit Wales or stay in Wales for a holiday. By attracting visitors to these key sites, the surrounding area will also benefit from further business investment and deliver key outcomes in terms of employment and regeneration.

Robert Gambrill CEO Vale of Rheidol Railway said:

“We have seen an upturn in visitors over the past few years to the point where we have needed to improve our facilities to accommodate this. We are very pleased to have completed the first phase of the TAD program. Everyone involved is very proud of the achievements realised over this winter, a credit to everyone involved. We look forward to seeing everyone for the opening and sharing our lovely new station with them.  

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Last updated.

Press Releases

Amgueddfa cymru – museum wales appoints new chief executive.

Amgueddfa Cymru – Museum Wales is pleased to announce that Jane Richardson, has been appointed as its Chief Executive. Jane will take up her new position, initially on a part-time basis, on 11 September, before assuming the full-time role in November 2023. 

Creative Wales team

Meet the creative wales team, the senior management team.

Jason Thomas, Director of Culture, Sport and Tourism

Jason heads up the Culture, Sport and Tourism Directorate within Welsh Government which includes Cymru Wales brand, Cadw, Visit Wales and Creative Wales.

Gerwyn Evans, Deputy Director

Appointed in 2019, Gerwyn is responsible for leading the development of the new approach to supporting the creative sectors in Wales.

Joedi Langley, Head of Sector Development

Joedi manages development across the key sectors , as well as having overall responsibility for skills and talent .

Paul Osbaldeston, Development lead – Digital and Screen

Paul leads on digital, animation and games sectors. Along with his small but dedicated team, he makes sure the digital sector in Wales is at the forefront of new technology and innovation. He is also responsible for screen development and funding, as well as our dedicated and vital Wales Screen service .

Peter Francombe, Development lead – Music and Comedy

Peter is the lead for music and emerging sectors. He heads up a passionate and well-connected team within Creative Wales.

Melanie Kinsey, Strategy and Policy lead

Along with her team, Mel works hard to keep us aligned with Welsh Government priorities. She’s also the lead on media policy and support for the publishing sector, through the Books Council of Wales .

Stephanie Woodward, Programme and Operations lead

Stephanie is responsible for overseeing the delivery of programmes, as well as managing Creative Wales' finance team. 

Lynsey May, Marketing, Communications and Partnerships lead

Lynsey heads up our small but perfectly formed Marketing, Communications, Sponsorship and Events Team, who are working to update you on all the activity and opportunities happening within our brilliant creative industries.

Our non-executive board

Bringing their wealth of experience from all areas of the creative world, our non-executive board was appointed in 2020 for three years. They advise us, challenge us and help us set our vision, values and strategic direction. Introducing our board members:

Catryn Ramasut, Chair of Creative Wales executive board and Founder of ie ie productions

Catryn is the founder of ie ie productions  – an award-winning production company based in Cardiff. For the last 20 years, she has worked across radio, television, print, music management and advertising.

Helgard Krause, CEO of the Books Council of Wales

Helgard has worked in a variety of roles in the international publishing industry since 1995, was elected to the Gorsedd of the Bards in 2020 and was named as one of the 150 most influential people in publishing in Britain in 2021.

Phil Henfrey, Head of ITV Cymru Wales

Phil has been a prominent name in Welsh journalism and broadcasting for 30 years. His team produces 300 hours of public service content for television and digital audiences in Wales each year, along with programmes for S4C, BBC and ITV.

John Rostron, Chief Executive of the Association of Independent Festivals

Prior to joining AIF John spent several years working as a freelance bid writer for music and creative organisations. During that time he also co-founded the Association of Independent Promoters, which he leads as Chair. Previously John was an independent concert and festival promoter, developing acts from grassroots music venues to Arenas, and co-founded the Welsh Music Prize, celebrating and championing the best new music from Wales.

Andy Warnock, Regional Organiser at the Musicians' Union

Andy is the Regional Organiser for Wales and South West England at the Musicians' Union, and manages the Union's services, outreach, and campaigns across the region. He has a background in arts fundraising as well as music, and is involved in a variety of other groups including Cardiff Music Board, Bristol Nights, and the Wales TUC General Council.

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CEO Appointed to All New ‘Visit Pembrokeshire’

Members of Pembrokeshire Tourism have voted to approve two special resolutions which completed one of the final steps in the process to establish a new Destination Management Organisation, the first of its type in Wales – and one of the few in the UK.

Over the last 20 months the Destination Pembrokeshire Partnership (DPP) – made up of Pembrokeshire Tourism, Pembrokeshire County Council , PLANED & The Pembrokeshire Coast National Park Authority – have been working closely together to bring to life Pembrokeshire’s new Destination Management Organisation ‘Visit Pembrokeshire’. This new Destination Management Organisation is the first of its type in Wales bringing together the public, private and third sector to help drive growth and development within this key economic sector. At this challenging time for the tourism economy – the establishment of Visit Pembrokeshire offers some welcome good news.

Emma Thornton

The new DMO will launched on the 16th November, when the County Council Tourism Marketing staff and resources will be transferred to Pembrokeshire Tourism, the county’s trade organisation and will receive financial support from PCC and staffing resources from PCNPA and PLANED. The resultant organisation, Visit Pembrokeshire, will be led by the trade and will focus on a range of diverse activities including tourism leadership and advocacy, destination marketing, campaign and project delivery, industry liaison and support, research and intelligence and event support. The expanded team will continue to be based in the existing Pembrokeshire Tourism offices at Llanion cove, Pembroke Dock – under the new name of Visit Pembrokeshire.

The key appointment for this new organisation has been the recruitment of the new Chief Executive Officer.  The search for this much sought-after destination leadership role started earlier in the summer and attracted over 460 applications from all over the UK and abroad.

This search has now been completed and it has been announced that Emma Thornton has been appointed as the new Chief Executive Officer of the newly formed Destination Management Organisation.

Jane Rees-Baynes, Chair of Pembrokeshire Tourism/ the transition board of Visit Pembrokeshire says:

‘We are exceptionally pleased to have found Emma who is an outstanding tourism leader who brings to the county extensive destination management experience as well as public-private sector partnerships.  Emma will lead Visit Pembrokeshire with real confidence to an exciting future both for our members and our local communities who want to see economic growth closely aligned to the values of a sustainable future.’

Speaking about her appointment, Emma says

“I am absolutely delighted to be appointed as the new CEO for Visit Pembrokeshire. Pembrokeshire is one of the most beautiful parts of the UK and in fact the world.  The Destination Management Plan (DMP) published earlier this year, is a demonstration of the commitment from Destination Pembrokeshire Partners to work collaboratively, and sets out a clear vision and strategy to grow tourism for the benefit of all. 2020 has been an incredibly tough year for tourism, but with its stunning coastline, natural and cultural assets and great visitor experiences, Pembrokeshire is now well placed to benefit from a growth in domestic tourism and, when the time is right, international visitors. I feel privileged to be taking up this role at this challenging but exciting time, and look forward to working with the new Visit Pembrokeshire team to lead on delivery of the new DMP and to help support business recovery. “

Pembrokeshire County Council’s Cabinet Member for Economy, Tourism, Leisure and Culture, Paul Miller, said:

“The launch of Visit Pembrokeshire is fantastic news for this county. “This is the first organisation of its kind in Wales and I'm proud that the Council has been at the forefront of making it happen.  It's been an enormously challenging year for our tourism industry, and the creation of this new organisation brings hope and excitement for a better future.”

Tegryn Jones, Chief Executive of the Pembrokeshire Coast National Park Authority said:

“I welcome the establishment of Visit Pembrokeshire as the new Destination Management organisation working to promote Pembrokeshire as a leading visitor destination. Tourism is an important part of the Pembrokeshire economy and the National Park Authority looks forward to working with Emma Thornton and her team, the Board of Visit Pembrokeshire and the wider tourism industry to develop a sustainable tourism offer that supports the people and communities of Pembrokeshire.”

Iwan Thomas, Chief Executive of PLANED, added:

“We are delighted to be working alongside our partners to contribute the voice of communities to this new tourism & hospitality body within Pembrokeshire. “Our communities provide the skills, supplies, and much more in terms of support for this key sector of our economy within the county, so PLANED is 100 per cent behind Visit Pembrokeshire, to demonstrate and deliver a joined up and innovative approach that will benefit the county collectively.”

Visit Pembrokeshire will have a formal launch event in the spring, but in the meantime the whole team will be busy supporting the trade and tourism in the county – there will be regular updates.

Croeso Welcome

© Hawlfraint y Goron / Crown Copyright

On these pages you’ll find  press trip information , story ideas and  itinerary suggestions  to whet your appetite and help you create some amazing content.

How we can help

Wales might be small, but there’s plenty that makes us exceptional. Where else can you trampoline in a disused slate mine? Or catch a train to the peak of our highest mountain? Or walk all (or part) of a path that takes you around the entire country?

Our team can help you with story ideas, organise interviews with key tourism providers and industry contacts across Wales and help make arrangements for press trips, television crews and photographers. We can advise on which organisations can provide the relevant film permits and the very best locations for filming and photography. If you need amazing images and high resolution B-Roll you can access our  media assets library . 

We currently prioritise media enquiries from key markets including the UK, Ireland, Germany and the USA. For requests from other countries, we have a partnership agreement in place with VisitBritain. Please contact the relevant on territory  PR contact at VisitBritain  in the first instance.

Contact us  to see if we can provide you with inspired media opportunities to help you and your audiences to get to know Wales.

For general press enquiries relating to the tourist industry in Wales (i.e., statements, tourism figures, Ministerial comments etc.) please contact the  Welsh Government’s press office .

Photography and video b-roll 

We have an online asset library of over 30,000 images of Wales and an up-to-date catalogue of pan-Wales HD video footage for use as B-roll, including ground and aerial from drone and helicopter. Both are available without fee for non-commercial usage. 

You can register for access to search and download photography at  assets.wales.com .

For access to the b-roll catalogue, or if you are looking for something specific, please contact:  [email protected] .

Contact us 

For general press enquiries relating to the tourist industry in Wales (i.e. statements, tourism figures, Ministerial comments etc.) please contact the  Welsh Government’s press office . 

For Social Media enquiries, please contact the team via  @VisitWalesBiz  on Twitter and  @VisitWales  on Facebook.

For Tourism Research queries, please e-mail the team at:  [email protected]

To contact us to arrange a press trip or general media enquiries, please e-mail: [email protected]  or  [email protected] . Please note, unfortunately we are unable to help with sponsorship requests or paid for campaign opportunities.

For images and video content contact  [email protected]

To send us your news, or to be included in our newsletter to the industry, please e-mail us at:  [email protected] .

For any other enquiries which are not covered across our website, email  [email protected]

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Discover Wales, your way

Splash in sparkling bays. Unwind with stunning views. Feast with friends. All awaits in Wales.

© Hawlfraint y Goron / Crown Copyright

UK holidays, short breaks, and wonderful weekends in Wales

Wander wales’ wonderful woodlands in every season.

Discover places to enjoy woodland walks in Wales throughout the year.

• Wellness activities

© Cyfoeth Naturiol Cymru / Natural Resources Wales

Lose yourself in one of our gardens

Exotic plants, friendly animals, picnic spots and more - our guide to great gardens across Wales.

• National Trust
• Historic buildings
• Countryside

Grottoes and groves - explore our lush country parks

Get outside and explore some fabulous green spaces in our wonderful Welsh country parks.

Explore the exquisite gardens of North Wales

Here's a guide to some of the loveliest gardens you can explore in North Wales.

The best South Wales gardens

The gardens of South Wales offer a wealth of unforgettable sights and historic experiences.

The National Botanic Garden of Wales through the seasons

Discover the National Botanic Garden of Wales through the seasons. No matter what time of year you visit, there's plenty to see and do.

• Amazing places

Explore the stunning gardens of West Wales 

West Wales has an abundance of great gardens. Here are some stunning displays to visit.

Best places to see beautiful bluebells in Wales

From formal gardens to wild woods, here's our recommended top places to see bluebells in spring.

© Carl Stringer

Visit Wales Newsletter

This is Wales. A country with a warm heart, a rich history and an exciting future. Subscribe to our newsletter to hear our latest stories, holiday or short break ideas and more about interesting events taking place in Wales.

The green, green courses of the land of song

Over 200 golf courses and 23 links courses make Wales the ideal location for golf holidays

Accommodation

World-class coastal links courses you have to play

Wales is the perfect place to explore the coastline while enjoying a round of golf.

Championship golf trails in Wales

Discover golfing trails that show off the best of Wales, on and off the course.

Golf and spa hotels: the best of both worlds

Enjoy a great round of golf coupled with a sumptuous spa treatment in the heart of Wales. Bliss.

Picture perfect

10 of the most glorious coastal views.

Be inspired by wonderful coastal scenery, with solitary lighthouses, pretty harbours and dramatic cliffs.

• Wales Coast Path

Top mountain spots for an amazing view

Mountains define the Welsh landscape. Here are ten of the best places to stop and admire them.

Life through my lens

Discover photographer Adrian Jones' favourite place to take photos in Wales.

Capture and share the best bits of Cardiff

Where to find the best places to snap scroll-stopping photos in the capital city

Cai Morgan's favourite photo spots

Vlogger and photographer Cai Morgan, shares Instagrammable spots along The Coastal Way in Wales.

Search for places to stay, things to do, and things to see in Wales

Attractions

Live views from around Wales 

Chill Cymru brings you a selection of slow-TV-style live views and ASMR sounds from around Wales.

Fabulous Welsh food and drink

Coastal eateries worth going out of your way for.

Discover Welsh towns where you can enjoy innovative, fresh and local food by the seaside.

Sip and sparkle - vineyard tours in Wales

Grape expectations! Take a vineyard tour and try some fine Welsh wines.

Great places to enjoy afternoon tea

We’ve picked a few places in Wales where you can enjoy afternoon tea in style.

Insider's guide to Monmouthshire

Find out what to see, eat, drink and do in Monmouthshire, the food capital of Wales.

Destinations

Find out about the regions of Wales: dramatic North Wales; rolling Mid Wales; the coastal West; and the urban South.

North Wales

The epic landscapes of North Wales are alive with action, and a rich, distinctive culture. Find World Heritage, one of Europe’s oldest living languages, and the UK’s best adventure. Within the region of North Wales you'll find Conwy, Denbighshire, Flintshire, Gwynedd, Wrexham and Ynys Môn (the Isle of Anglesey).

South Wales

Home to Cardiff, the young and creative capital city, South Wales is a hub of sporting events and Welsh culture. Discover coastal hikes, vibrant communities and the serenity of the Wye Valley. Within the region of South Wales you'll also find Blaenau Gwent, Bridgend, Caerphilly, Merthyr, Monmouthshire, Newport, Torfaen, RCT, and the Vale of Glamorgan.

Mid Wales is the green heart of Wales. The clear seas, bright harbours and hidden coves of the Ceredigion coastline give way to red kite-filled skies, busy market towns and dramatic hill walks. Within the region of Mid Wales you'll find Ceredigion and Powys.

Cultural and coastal West Wales is home to our second city, Swansea. Ancient legends inspire contemporary creativity – and colourful seaside villages lead to some of the UK's best beaches. Within the region of West Wales you'll find Carmarthenshire, Neath Port Talbot, Pembrokeshire, and Swansea.

Action packed itineraries, Discover Wales by trails

Enjoy a three day family adventure.

Looking for inspiration? We've planned a family holiday itinerary of fun activities in Eryri (Snowdonia).

• Eryri National Park

Five days in South Wales

A family trip around South Wales unearths some of the major tourist attractions.

• Trains and railways
• Shopping centres and malls

A six day trip along the North Wales Way

Epic castles, eons of history, rugged scenery, fine food and drink - just waiting to be discovered.

A week from the mouth to the eye of the River Wye

Here are some of the many things to see, eat, drink and do along the shores of the River Wye.

Big skies and big adventures in rural Mid Wales

Immerse yourself in the outdoors around Llanidloes and Clywedog in the Cambrian Mountains.

History and heritage trails

Discover our seven national museums .

For Welsh history and culture, our seven, free entry National Museums take some beating.

Wonderfully quirky places to visit

Discover our eccentric heritage with some wonderfully unusual places to visit.

Wales’ most soulful abandoned abbeys and castles

Discover the Welsh abbeys and castles that inspired JMW Turner, William Wordsworth and Dylan Thomas.

Wales Slate: The quarry communities of Gwynedd

Discover the quarry communities of Wales' UNESCO World Heritage site and their vibrant cultural landscapes.

• UNESCO Heritage

Follow the trail of Gwynedd’s majestic castles

The county of Gwynedd, in North Wales, provides a trail of majestic castles to explore.

Walking trails

Walking our long distance trails.

Discover our waymarked long-distance routes that offer inspirational walking in Wales.

Wild walks that are a stroll for toddlers

Take your kids into the wild, but not the mud. Discover plenty of pushchair friendly walks in Wales.

Accessible adventures on the Wales Coast Path

Nine easy access sections of the path for wheelchairs, buggies and trikes.

Walking in Wales: region by region

Discover some of the best places to stretch your legs in Wales.

Pick your favourite walk on Glyndŵr's Way

It’s got history, heritage and scenery. Take in some of the most beautiful views in Wales on Glyndŵr's Way.

Delicious trails

Cooking up a storm - cardiff's indie food scene.

Fancy a bite? Here's the lowdown on the coolest cafés and most excellent eateries in Cardiff.

• City / Town

Wales' Michelin supper stars

Join Lowri Haf Cooke on a gastronomic grand tour of Wales' Michelin star restaurants.

Join the Welsh gin revolution!

Go on a gin distillery tour, sip and sample the spirits and even try making your own.

Interesting eats along the Welsh border

Kacie Morgan of The Rare Welsh Bit blog discovers an edible treasure hunt along the Welsh borders.

Cook yourself a traditional Welsh treat

Bara brith: our traditional welsh recipe.

Bara Brith is a rich fruit loaf made with tea. Here's our recipe for making this favourite Welsh tea-time treat.

How to make crempogau - Welsh pancakes

Traditional Welsh crempogau are thick pancakes and traditionally eaten on Shrove Tuesday.

How to make cawl 

How to make Cawl - a traditional Welsh stew that can be made with meat or fish.

How to make vegan Glamorgan sausages

Avant-garde vegan chef Gaz Oakley shares his recipe for tasty Welsh classic, Glamorgan sausages.

Enjoy making a Welsh rarebit 

Dating from the 18th century this Welsh dish is a kind of ‘posh cheese on toast’ with a Welsh twist.

• National symbols

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We'd Like to Hear From You

By  answering a few questions , we'll give you the chance to win £500. By doing so you will also help us improve this website and help with your holiday planning and travel needs.

Good for you. Good for us. Teamwork!