Wales offers a rich culture and history, dynamic cities, scenic landscapes, beautiful coastline and a diversity of experiences for visitors. Nevertheless, most of these offerings are not exclusive to Wales.
Summary of evidence and recommendations by Professor Dorothy A. Yen, Dr Ana Canhoto, Dr Liyuan Wei:
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Wales lacks a distinctive association with tourist landmarks, in the mind of international tourists.
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Wales should rebrand itself as the “The Land of Dragons and Legends”, capitalising on cultural references such as the Y Ddraig Goch / the Wales Red Dragon and King Arthur.
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This needs to be supported by a campaign that focuses on discovery, shows how tourists can complete many activities in a short amount of time, and encourages locals and tourists to share images of Wales with the hashtag #ilovewales.