Welsh Government looks forward to legendary year for tourism in 2017

Tuesday 05 April 2016

The Welsh Government has today confirmed that its 2017 tourism marketing campaign will celebrate the Year of Legends and released details of how tourism providers, attractions and businesses across Wales can learn more.

Picture of Harlech Castle

Harlech Castle

As latest stats show a successive annual increase in visitor volumes and expenditure, with interim figures for 2015 on track to exceed the record visitor spend of £1.735 billion set in 2014, the “Year of Legends” campaign will continue to raise the profile of Wales’s tourism offer and aims to attract even more visitors to Wales in 2017.  

To allow the industry to engage in the planning process the “Year of Legends” will be a key feature of the Visit Wales tourism industry roadshows which will visit Aberystwyth, Caerphilly, Llanelli and Colwyn Bay between 10 and 25 May 2016.

Year of Legends follows on from the success of the 2016 Year of Adventure – which so far has seen a nationwide celebration over last weekend’s activity filled ‘Great Weekend of Adventure’, an international marketing campaign, and the commercial success of a huge dragon sculpture at Caerphilly Castle.

Ken Skates, Deputy Minister for Culture, Sport and Tourism, said: “The Year of Legends 2017 presents an opportunity to build on the truly distinctive identity Wales has on the world stage, by allowing us to capitalise on Wales’s rich culture and heritage to stand-apart from our competitors. In doing so, we want to reinforce positive perceptions of our country, and position Wales as a high-quality, relevant and contemporary 21st century destination. The Year of Legends is our chance to immerse people in our epic story. And an opportunity to create legendary experiences for everyone.”

Tourism providers across Wales are being encouraged to create or theme product and experiences using Wales’s legends as inspiration – ranging from our historic heroes and sporting greats to the country’s iconic heritage sites and legendary tales.

To support this, the Welsh Government has previously announced funding is being made available through the Regional Tourism Engagement Fund and Tourism Product Innovation Funds with the aim of developing Year of Legends projects and activities across Wales.

The Year of Legends tourism industry roadshow is an opportunity to find out more about the Year of Legends. The dates and venues are as follows:
• 10 May – Aberystwyth Arts Centre
• 12 May - Bryn Meadows Golf, Hotel & Spa, Caerphilly
• 18 May - Parc y Scarlets, Llanelli
• 25 May - Parc Eirias, Colwyn Bay

For more details, visit the Business Wales events page