Client

 Visit Wales, formerly Wales Tourist Board, – 2006/7

Challenge

 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. 

Solution

 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

Result

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