Wales Tourist Board launches framework for sports tourism

The Wales Tourist Board has launched a programme to raise the profile of the country as a sporting destination.

Sports Tourism in Wales: A Framework for Action provides a structure in which the tourist board and its partners can deliver the Welsh Assembly Government’s strategy to maximise the social and economic benefits of sport-related tourism in Wales.

The framework was launched yesterday (14 June) by economic development and transport minister, Andrew Davies, alongside Wales Tourist Board chair, Philip Evans and chief executive, Jonathan Jones.

Davies said: “Wales has a proven, successful track record in hosting major international sporting events such as the FA Cup Final, the Rugby World Cup and the Wales Rally GB.

‘The new framework provides a platform to build on this success and increase the significant contribution tourism already makes to the Welsh economy.”

Philip Evans added: “Our vision is for Wales to be recognised internationally as an icon location offering diverse and exciting opportunities for visitors, based on the quality and variety of our natural environment, facilities and distinct culture.

“The economic significance of international and national events, increased awareness of health and wellbeing have increased interest in this sector over the last decade.

“Overall, 89 per cent of holiday trips by UK residents to Wales involve some form of activity and we know that the holiday ‘experience’ is now the most important factor in selecting a destination. This strategy is now placing Wales far ahead of its competition.”