Wales: 5-year Strategic Marketing Action Plan
Visit Wales, formerly Wales Tourist Board, – 2006/7
The business environment had changed considerably since devolution. Wales needed to develop a new marketing strategy to help it face the future and continue to grow its tourism. This had to be highly action-oriented and ambitious but achievable.
Trends in the external political, economic, social and technological environment were assessed for their potential impact on Welsh tourism
- "left">New market opportunities were identified and tactics proposed to exploit them
- "left">Consensus on a new strategic direction was achieved through consultation with Visit Wales staff and stakeholders
A 5-year, action-oriented, strategy that prioritised opportunities for Wales and addressed constraints
- "left">Consensus amongst Visit Wales staff and stakeholders on the way forward