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Visit Wales’ Year of Adventure campaign launches in Germany this week as the new Wales TV advert will be seen on cinema screens in Berlin and Munich. The advert aims to make Wales a leading global destination for adventure tourism in the German market as part of the Welsh Government’s Year of Adventure 2016.

The strapline for the activity in Germany is ‘Das ist Wales/This is Wales, a proud statement of who we are and an invitation for the market to discover Wales afresh and to challenge what they thought they knew about Wales. Das ist Wales is also the title of the new German holiday planner which is tailored to the needs of the market.

Deputy Minister for Culture Sport and Tourism, Ken Skates, said:  

“Germany is one of Wales’ three key overseas markets.  In 2014, Wales attracted 92,000 visitors from Germany who spent £34 million in the Welsh economy. This new campaign gives a strong and confident invitation for people to learn more about Wales.  Our aim with this first advert for 2016 is to position Wales as a leading destination for outdoor adventure and use our iconic destinations to inspire people to explore what our country has to offer.  This is an amazing opportunity to showcase the best of our country.”

The cinema campaign is supported by a digital marketing campaign, press inserts in key German media titles, travel trade partnerships with key operators including TUI and Dertor and a direct marketing campaign to Visit Wales German consumer database. The campaign will run through February and March, which is a key travel booking period for the German market, encouraging those seeking an adventure to visit Wales during 2016.

Visit Wales has also been successful in securing funding from the UK Government’s GREAT Britain campaign to take an Adventure Roadshow to key European cities during 2016. Visit Wales is one of a number of successful applicants to benefit from the £2m GREAT UK Challenge Fund.

The first stop for the Adventure Roadshow was Munich last week where 8,000 visited the stand at at F.R.E.E - one of Germany’s leading travel and leisure shows attracting over 118,000 visitors and 1200 exhibitors. The roadshow then continues to Cologne on 19th-20th February where it will exhibit in the Globetrotter store, a leading outdoor and adventure retailer in Germany.  Joining Visit Wales will be high profile German climber, Alexandra Schweikart’s who will give a climbing demonstration on the in-store wall and chat to visitors to the stand about her experiences climbing in Wales.

Alexandra, said:

"Wales is a perfect destination for outdoor sports enthusiasts; I’ve been there three times! Especially in North Wales, where there are countless opportunities for climbing, bouldering, hiking or mountain climbing for beginners and professionals alike.  I can’t wait for my next trip to Wales in June.”

Visitors to the pod will also get the opportunity to experience some of Wales’ amazing adventure experiences in 360° and Wales’ adventure products will also be showcased on the pod’s 6m wide screen.

The Adventure Roadshow continues its European tour in Paris on 26th-27th February where Year of Ambassador Richard Parks will join Visit Wales staff and the Roadshow will come to an end in Amsterdam on 4th-6th March.

The Visit Wales and partners will also attend ITB Berlin from 9th-13th March. ITB Berlin is the worlds leading travel trade show attracting over 115,000 trade and media visitors and around 50,000 consumers. Visit Wales will host meetings with the German, Swiss and Austrian travel trade, press and media over the first 3 days, and promote Wales to consumers over the final 2 days of the show. This year the team will be joined on the stand by industry partners The Royal Mint, Cambria Tours, Welsh Rarebits, Ceredigion and Mid Wales Tourism, Cadw, and Conwy Tourism.

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