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Luxury Tourist Village Targets Chinese

An exclusive £50m tourist village due to be built in rural southwest Wales is to target Chinese visitors. The company Maxhard Ltd is planning to build 80 holiday homes, a 100-bed hotel and a swimming pool at a 22-acre site in Carmarthenshire.

The project is being developed near Llandeilo and will be targeting a very specific international clientele. About 109,000 Chinese people visited the United Kingdom last year with London being the most popular site of interest. Scotland was also more visited than Wales, inspiring tourism leaders and ministers to tap into the £184m spent each year by Chinese tourists (a 40% rise in five years).

Director of South West Wales Tourism Partnership, Gary Davies, expressed his appreciated for the opportunities offered by Chinese tourists, who come from a population of 1.3 billion. He said that challenge is the sheer size of the Chinese market, which is overwhelmingly big, adding that the marketing budget must be just as big in order to make any impact.

Davies also said that Visit Wales and the Welsh government place most of their marketing activities through Visit Britain because it is important to work with others in order to have an impact on such a large economy. The Welsh government has expressed excitement to link up with China, which resulted in First Minister Carwyn Jones taking an official visit last month with representatives of Welsh industry and education leaders.




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