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Tourism Toolkits

Toolkits are there to help you work your way through a topic area, providing step-by-step guidance and ideas to help you and your business.

By working together and sharing the same toolkits, we can present strong, consistent messages about Wales, ensuring that our voice is heard above the crowd.

Cymru Wales Campaign

The Cymru Wales campaign presents a high-level statement of Wales' essential qualities. These are the attributes that underpin everything we do, across all sectors of society and industry.

Addo Campaign

The Addo campaign was first rolled out in summer 2020 to encourage responsible tourism; it has now evolved into a long-term initiative that encourages people in Wales and visitors to make a promise to care for Wales.

Llwybrau / Wales By Trails

After the success of previous themed campaigns, the latest "Llwybrau. Wales, by Trails" invites visitors and residents of Wales to explore the epic trails of Wales, as we show what is on offer - using trails as a springboard into exciting experiences and new opportunities.

Adventure Smart Wales

The Adventure Smart Wales initiative aims to reduce the number of avoidable incidents which the rescue and emergency services deal with each year. The objective is to establish a comprehensive set of safety messages and to work with the outdoor sector to promote these far and wide.

The Wales Way

The Wales Way is one of the most ambitious undertakings in our tourism action plan. It's a family of three routes, distinct but complementary: The Coastal Way, The Cambrian Way and The North Wales Way.

Creative Wales

Wales has always been a nation of storytellers. Today, our creative talent is making a mark in many different fields: film and TV, books, all types of music, and digital arts such as computer games.

Arts and Culture

A rich cultural heritage is the bedrock of Wales' national identity, and the arts are woven into the fabric of Welsh life. Our national anthem presents us as a "land of poets and singers", and our literary and musical heritage is testament to its truth.

A comprehensive range of materials that are ready to download and use, representing the best of Welsh culture.


With a name meaning 'to keep' in Welsh, Cadw is the organisation charged with conserving, celebrating and promoting our historic environment.

A division of the Welsh Government, Cadw looks after significant buildings, monuments and other places that have shaped our nation's history - including our world-famous castles - and ensures we pass them on to the next generation in the best possible condition.

Access a specially curated directory of images and resources relating to Cadw's work, and to the many sites throughout Wales under its custodianship.

Sense of Place

We have put together a collection of digital assets that vividly communicate our sense of place, and will help you surprise, fascinate and inspire your audience.

Food and Drink

When it comes to food and drink, our reputation for excellence is well deserved. It all begins with first-rate natural ingredients - and thanks to our long coastline and fertile landscape, Welsh produce is famed for its freshness and quality.

Wales Coast Path Marketing Toolkit

A free, on-line resource which has been designed to help coastal businesses market their business by using the pulling power of the Wales Coast Path. 

It gives you access to a wide range of material and information in one place. 

It aims to stimulate ideas and provides guidance on how businesses can give their new and existing customers' an unforgettable Wales Coast Path experience.