THE Commons Welsh Affairs Committee has called for a more coherent strategy to attract international visitors to Wales.

In a report published today, (Wed) the committee said VisitBritain should work alongside VisitWales to set clear, measurable targets for encouraging international tourists to visit different regions of the UK by February 2015.

The committee says Wales’ potential as a tourist destination is being “undersold” and is concerned Wales still has a low profile overseas compared to other parts of the UK. Wales attracts the third smallest number of international visitors of any UK ‘region’.

The committee says Wales lacks a “coherent brand for the overseas market”.

The inquiry examined the role of the UK government and its associated bodies in promoting Wales abroad, with emphasis on tourism, inward investment and trade, culture and language.David TC Davies MP, chairman of the committee, said: “While the current number of international tourists to Wales remains below pre-2006 levels, we believe there is substantial potential for growth in Wales’ tourism market. Wales has some of the most spectacular landscape in Britain and Europe, a unique culture, language and history, dynamic cities, and offers a range of activities and a high quality of life. The tourism bodies responsible for promoting Wales need to grasp this opportunity and maximise Wales’ potential as a destination.”