A new Tory-led government would get rid of Visit Wales, the Welsh Government’s tourism team charged with promoting Welsh tourism, and replace it with an arms-length body.
Welsh Conservative AM Suzy Davies says it was a huge mistake to have scrapped the Wales Tourist Board in the first place.
The party says if it came to form a Welsh Government, it would abolish the Visit Wales set up – which is a part of the civil service – and would replace it with an organisation staffed by industry experts.
Businesses 'do not feel they are consulted'
It cites its own research in the industry, claiming businesses have told it that they do not feel they are consulted on decisions made by Visit Wales.
Some have raised concerns with the body’s alleged “uninspiring, unimaginative” TV adverts.
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'Huge mistake to scrap Wales Tourist Board'
The Tories claim a return to an arms-length body like the Wales Tourist Board would see a “shift of culture” and would embrace the industry-elected representatives.
However Ken Skates, the Welsh deputy minister for culture, sport and tourism, said getting rid of Visit Wales would cause chaos.
Ms Davies, Welsh Conservative shadow minister for tourism, said: “It was a huge mistake to scrap the Wales Tourist Board in the first place.
"Clearly it needed to be refreshed, but its loss rendered a world-recognised brand obsolete at the stroke of a pen.
'It is crippled by its risk-averse nature'
“Whilst there is undoubtedly talent in Visit Wales, as part of a government department, it is crippled by its risk-averse nature.
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“It should come as no surprise that the recent improvements in the government’s focus come as the result of the Minister’s appointment of a board of independent experts with extensive experience within the tourism industry.
"So, why not just let the experts get on with running it for themselves?
'Welsh Conservative Government would scrap Visit Wales'
“I get plenty of complaints from all kinds of tourism providers who feel they are not genuinely consulted by Visit Wales on strategic decisions, or that they are not encouraged to buy into the messages conveyed by the department’s promotion campaign.
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“There is also a level of confusion of what businesses can reasonably expect from Visit Wales.
“So, let the industry take more control.
"A Welsh Conservative Government would scrap Visit Wales and replace it with an arms-length organisation, which would be free to work with the public, private and third sectors; it would be free from the structures of the civil service and transparently accessible to all without the need to channel difficult questions through a Minister.”
'Tories are woefully out of touch with tourism sector'
Mr Skates said: “The Tories are woefully out of touch with the tourism sector and have proposed devastating cuts to the economy budget in recent years.
“Instead of wishing to tear up a structure that has led to record-breaking success, the Tories should be looking to reduce VAT on tourism – a proposal they’ve arrogantly rejected out of hand.
'Promise to get rid of Visit Wales would cause chaos'
“And now their promise to get rid of Visit Wales would cause chaos at a time when Welsh Labour has delivered unprecedented results for the tourism sector.