Core Values

The essence of Wales

The Cymru Wales Brand brings a consistency of approach to our work in promoting Wales, whatever the sector in question. A single set of core values underpins all this work.

Wales Brand
 

Authentic

Wales is the real deal. Open, honest – our country is built on the foundations of a proud history and heritage, and shaped by a bold and beautiful landscape. We care deeply for community, culture and ‘cynefin’ (one’s square mile) and want to lead the world in protecting them. Because these resources power us: green growth, global creative exports, adventure attractions, quality local produce. Our authenticity is the key to our future.

Creative

Creativity is at the heart of our nation. Our rich and enduring culture is thriving: in music, literature, art, film, television and theatre. But it’s much more than that. Everywhere you look in Wales, there are bright new ideas being put into action. It’s happening in design studios and quarry mines, factories and laboratories across the country. There’s an entrepreneurial spirit in the air. We’re not just dreaming big, we’re making it happen.

Alive

A new Wales is emerging. Inspired by our past but looking towards the future with responsibility and creativity. Our landscapes are alive with nature and adventure. Our culture is alive with imagination. Our communities are alive with opportunity and real innovation. A new generation is investing in a bright and sustainable future, driven by talent and skill. Full of life.