Welsh arts ‘invisible’ overseas

Welsh cultural talent is hiding its light from the rest of the world, according to a report for the British Council.

The report, International Showcasing Strategy for the Arts of Wales written and researched by Yvette Vaughan Jones of Visiting Arts, says that apart from events such as the Hay Literary Festival, Artes Mundi in Cardiff and the Green Man Festival in the Brecon Beacons, Wales is not showcasing its cultural and artistic talent.

“There is an incredible offer in Wales, but it is too quiet – it needs to be clearer and bolder” it says, describing the principality’s arts and culture as “invisible” abroad.

It highlights five key points: more investment is needed to develop marketing and showcasing skills in Wales; Welsh organisations need to work together international; there needs to be more showcasing in within Wales; Wales needs to make a bolder presence at major international events; and the Welsh need a distinctive international arts voice.

The report found enthusiasm for international showcasing among Welsh arts and cultural organisations with 64% of survey respondents raring it very important or a high priority, while 61% would like existing international events in Wales enhanced to provide more showcasing opportunities.

“International showcasing is a competitive field and Wales needs to become more visible to compete on the global stage” said Rebecca Gould, head of arts at British Council Wales. “We need a new bold and strategic approach.

“Culture can help promote Wales internationally, developing our reach and influence while increasing awareness and understanding of the country among new audiences. Better showcasing will lead to a stronger, louder Welsh cultural sector while also boosting trade and tourism.”

Image: The four day Green Man Festival based at Crickhowell every August showcases live music, literature, film, comedy, theatre and poetry.

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