Visit Wales unveils theme to attract visitors in 2025

Visit Wales has announced that the theme for 2025 will be ‘Croeso’.

The Welsh word for ‘welcome’ was chosen to emphasise the different ways in which people from the UK and around the world can feel welcome when holidaying in Wales.

The theme was unveiled as part of Wales Tourism Week. The Welsh Government also highlighted a number of projects that have benefited from the Brilliant Basics Fund.

The fund has invested £5m in 29 projects between 2023 and 2025 to support local authorities and national parks to make tourism-focused improvements that benefit both visitors and local communities.

A new specialist Changing Places facility has recently opened in Rhosili Bay, funded by the Brilliant Basics Fund.

Surfability, a surfing organisation that provides lessons and experiences for people with additional needs, has previously benefited from funding from the Welsh Government to better meet the needs of surfers, ensuring everyone can get the most out of surfing whilst having a safe and enjoyable experience.

Ben Clifford, Director and Head Coach at Surfability, said:

“Shortly after Surfability launched as Caswell Bay we started to experience issues with adequate changing and toilet facilities. Even knowing they couldn’t get changed or use the toilet in a dignified manner, our surfers still wanted to come.

“We’ve had a few incidents where people with mobility issues have had to struggle into a wetsuit on the toilet floor or in the car park, so it was clear that a proper changing area was needed.

“A wonderful local lady took her son surfing and took on the campaign to have a changing station facility installed in Caswell. It is really thanks to her persistence that the facility exists in Caswell.

“When word got out that Caswell had a Changing Place and that beach wheelchairs were available, people from all over the UK started visiting us.

“Surfing can take a lot of courage and be a big new experience. Knowing that your needs are being met and getting changed and using the toilet is as easy as possible means that our students can just focus on the activity.”

Meanwhile, Karen Harris, from Swansea, visited Bannau Brycheiniog to test the national park’s new all-terrain bike. The four-wheeled mobility bike, funded by Brilliant Basics funding, is free to hire from the park’s visitor centre and provides access to one of the area’s best sites, Mynydd Illtyd.

Karen, a strong advocate of rural accessibility for the disabled, said:

“I have my own mobility scooter, but due to the nature of the communal area around the visitor centre, I cannot access it. This is the case for most visitors with mobility issues.

“The Terrain Rider is better suited to the steep and uneven common land around the park’s visitor centre in Lebanon and enables many more people with mobility issues to access the beautiful scenery and historic sites here. They can enjoy quality time outdoors with family and friends rather than being left in the car park or café. For others, it can enable them to pursue hobbies such as photography and birdwatching and, more importantly, there is the mental health benefit of having access to the countryside.”

Welsh Government Tourism Minister Jack Sargeant said:

“The Year of Croeso in 2025 will further enhance the distinctive Welsh hospitality that everyone can expect when visiting our beautiful country, no matter what they come for.

“I am excited about my new role, especially now that it is peak tourist season and I want to see and hear the plans for this year and for 2025.

“The tourism industry is vital to every corner of our country, generating £3.8 billion a year and employing over 150,000 people across Wales.

“It is so important that the experience of every visitor reflects our commitment to welcoming everyone, like at the Gower, by removing the barriers and obstacles that can prevent anyone from making the most of their time. Our Brilliant Basics fund has been a real game changer in this regard.

“We will continue to do everything we can to promote and facilitate our offering of unique and unmistakably Welsh experiences to ever more visitors to Wales, and the Croeso that awaits us with each one of them.”

In 2023, Wales welcomed more than 8.5 million visitors from Great Britain, in addition to 892,000 international visitors.

Pembrokeshire holiday resort Bluestone is looking forward to embracing the Year of Croeso.

Rebecca Rigby, Operations Director at Bluestone Resort, said:

“The Year of Croeso is a wonderful reminder that Wales is a place for everyone. Here at Bluestone we are committed to ensuring that all guests feel that warm Welsh welcome and discover their ‘hwyl’ through their own unique adventures. We believe that everyone should experience the magic of Wales.”

Brilliant Basics projects completed in 2023/24 (by region)

This year’s fund will support a range of projects, including initiatives to alleviate pressure in areas experiencing increasing visitor numbers, projects to improve accessibility and projects to make their destinations more environmentally sustainable.

Management organization – Brilliant Basics projects (completed in 23/24) – Grant award

Cyngor Gwynedd – Campervan Aire locations and services in Cricieth, Caernarfon, Pwllheli and Llanberis £240,000

Cyngor Gwynedd – Upgrade of visitor infrastructure at Dinas Dinlle Beach near Caernarfon – including resurfacing of the car park, electric vehicle charging, a bus stop and an accessible picnic area – £300,000

Ynys Mon County Council – Refurbished toilets at coastal locations in Anglesey – Beaumaris, Rhosneigr, Traeth Bychan & Moelfre including shower facilities and bike storage where applicable – £250,400

Wrexham County Council – Gateway Signage – Wrexham City – improving the visual welcome to Wrexham town with 14 new modern signs on key routes into the town – £29,807

Conwy County Council – Llandudno Shelters – to replace three seating shelters along Llandudno’s North Shore Promenade with Victorian style shelters and seating areas – £157,392

Cyngor Gwynedd – Upgrade to Cricieth public toilets at a major visitor destination – the first project to complete part of a wider programme – £75,000

Bannau Brycheiniog National Park Authority – Craig y Nos Country Park – creation of a 1.5km accessible path around Craig y Nos, extension of car park with 25 all-weather spaces, 6 accessible spaces, upgrade of existing accessible toilets to fully accessible wet rooms – £88,400

Ceredigion County Council – Improvements to access outside the New Quay toilets on South John Street by widening and levelling the area around the building, reducing the number of steps and adding handrails – £36,000

Monmouthshire County Council – Tintern Village – new visitor welcome, orientation and wayfinding signs and improvements to car park, footfall/visitor data to support destination management and local businesses – £226,000.00

Monmouthshire County Council – Uplift to Monnow Bridge, Monmouth – landscaping and boundary structures, new accessible picnic benches and seating, new entrance, recycling on the go hubs and associated recycling bins and interpretation panels – £84,619

Newport City Council – Installation of electric vehicle chargers at key tourist locations in Newport – at Rodney Parade, Newport Transporter Bridge Visitor Centre, Tredegar Park, Newport City Stadium, Riverfront Theatre, Forrester’s Oak car park, Caerleon Roman Baths – £300,000

Rhondda Cynon Taf County Borough Council – Creation of an event space, accessible path and development of a northern gateway to the park in Ynysangharad War Memorial Park –
€288,000

Swansea County Council – Rhosili Public Toilets – renovations and access improvements to existing toilet block. Provision of water fountain – £160,000

Pembrokeshire County Council – Pembrokeshire Beach Signage Project – installation of 40 – 60 new signs on beaches from Amroth to Poppit with information about the destination, safety, regulations and the environment – ​​£48,000