WALES needs a "brand" to really sell itself as a tourist destination, according to the Welsh Conservatives.
Party bosses met tourism representatives at Gower's Oxwich Bay Hotel yesterday following similar events in West and North Wales.
The Welsh Tories also recommended a reform of the Welsh Government's tourism team Visit Wales and said a tourism skills shortage should be addressed.
Gower is unlikely to be awash with visitors this weekend as soggy weather pushes in.
South Wales West AM Byron Davies said: "Local business operators on the Gower are working their socks off to attract tourists year after year, but unless Visit Wales as the national marketing brand can effectively market Wales, our nation's tourist appeal will never reach its potential.
"Gower is the jewel in the crown of Wales' tourist offer and we should be doing more to market its beaches and countryside to the rest of the UK and the world."
Party leader Andrew RT Davies AM said the Welsh Government's role in tourism should be revisited, and consideration given whether there is sufficient coordination between Visit Wales and tourist agencies and businesses. He described tourism as "a critical component of our economy", but claimed it was not achieving its potential.
Suzy Davies AM, shadow minister for tourism, said: "It is time to reconsider the structure of Government support for our tourism industry and assess whether leadership should be provided in-house by the Welsh Government or whether a new independent arm's length body might be best-placed to sell Wales. We also need to consider how we can address the skills shortage in our economy and better promote the tourist industry as an arena for a rewarding career.
"I hope that in its forthcoming tourism strategy the Welsh Government will show evidence of better engagement with the industry, explain how it will act on this advice and improve its marketing strategies accord- ingly."
Rain is forecast across Swansea this morning, but was set to give way to clearer spells this afternoon. More rain is expected tomorrow.
