Tourism in Wales is strategically important: £6 billion per year, 8% of the Welsh economy and 12.7% of employment in Wales. What is truly unique to Wales is the Welsh language, its legends and folklore and the Welsh Red Dragon - Y Ddraig Goch. These should be communicated strongly when promoting Welsh tourism internationally. Learn more about a research brief by Professor Dorothy Yen.
Advice:
- Wales’ dragon and the connection to well-known legendary figures present a unique and attractive selling point to brand and differentiate Wales from other UK nations when promoting tourism to international visitors.
- The Welsh Red Dragon, as the national symbol could be better capitalised upon to promote Wales, to boost international tourism.
- Successful destination branding needs good support from the local population.
- For Welsh people, interacting with the national symbol will strengthen their association with the nation, promote stronger emotional bonds and national pride.
- There are many opportunities for Wales to capitalise on its existing association with dragons and legendary figures by speaking to people’s fantasy and fascination. This can be in various sectors: tourism, creative media, and gaming and technology industries.
Read the full research brief