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Strategic marketing action plan

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The strategic marketing action plan (SMAP) is a framework for developing Visit Wales’ marketing activities.

The SMAP defines the big challenges that we face as a national tourism marketing organisation.  It also sets out the basic principles that we will follow as we plan our marketing campaigns.  The SMAP isn’t a detailed document, and it doesn’t replace our individual campaign plans. Our marketing plans will be consistent with the overall approach set out in the SMAP, but they will always reflect developing market conditions and the needs of our stakeholders in the Wales tourism industry.  

The SMAP also seeks to better define the marketing role of Visit Wales so that our partners and stakeholders can plan their own activity more effectively. Our aim is to encourage tourism marketing for Wales that avoids duplication.