International Showcasing Strategy for the Arts of Wales

The report, International Showcasing Strategy for the Arts of Wales, is calling for Welsh arts and culture to be better promoted to international markets.

It is the result of research into how Welsh culture, including its artists, performers and writers, can best find new international audiences.

The focus of the report is showcasing, which gives artists and cultural organisations the chance to show their work to promoters from across the UK and around the world.

The report examines how showcasing can be improved for Welsh visual arts, crafts, music, theatre, literature, dance, film, TV and new media and the museum sector.

Representatives from the Welsh arts sector were invited to give their opinion on the current showcasing opportunities for Welsh arts. International producers, promoters, curators and festival directors were also interviewed about their views on Welsh arts and how the country might better promote its offer.

The main message from the report is that, while Wales does have a first class arts offer, ‘it is too quiet’ and ‘needs to be clearer and bolder’.

Five key points emerged from the showcasing research:

1. More investment is needed to develop showcasing expertise and skills, including marketing skills, in Wales.
2. Welsh organisations working internationally need to work together, to pool their resources and avoid overlap.
3. More showcasing opportunities are needed in Wales.
4. Wales needs to strengthen its presence at major international showcasing events. 
5. There is a need for a distinctive international Welsh arts voice.

The report found a definite interest in international showcasing among Welsh arts and cultural organisations with:

• 64% of survey respondents saying international showcasing is a very important or high priority.
• 70% of survey respondents saying they had attended up to ten UK based international showcases during the past five years.
• 61% of survey respondents would like to see existing international events in Wales enhanced to provide more opportunities for showcasing.

Download the report below