A Welsh castle with a James Bond link is helping to fuel a £4.5m tourism surge as thousands of high-spending tourists from Japan make their way to north Wales this summer.
Tourism chiefs report that Japanese visitor numbers have rebounded strongly following the pandemic, with arrivals now matching and in some instances surpassing the pre-Covid high of more than 4,500 per year. The rising influx is providing a significant boost to local businesses, with visitors spending an average of more than £1,000 each during their time in the north of the country.
Central to this success is Conwy’s longstanding partnership with the city of Himeji in central Japan. For the latest restaurant news and reviews, sign up to our food and drink newsletter here
Himeji Castle, a five-storey wooden castle in central Japan(Image: Noriyoshi Kanda)
Himeji’s deputy director for international affairs, Hiromi Tanaka, has just concluded a five-week visit to Conwy where she was hosted by North Wales Tourism (NWT) CEO Jim Jones and Conwy Mayor Sian Grady. Throughout her stay she was accompanied by NWT Japanese Ambassador Emiko Corney, reports North Wales Live.
The two regions share a historic arrangement between Conwy Castle and Himeji Castle. Both are UNESCO World Heritage Sites and, despite being more than 9,000 miles apart, the two formidable fortresses were constructed within 50 years of each other during the 13th and 14th centuries.
The striking five-storey wooden castle in Himeji served as a backdrop for the classic 007 film, You Only Live Twice. Conwy Castle recently welcomed film crews for a major live-action adaptation of the dark fantasy video game Elden Ring.
Hiromi Tanaka (centre) with Conwy Mayor Sian Grady and Jim Jones, CEO of North Wales Tourism(Image: Mandy Jones)
Jim Jones remarked: “We are once again seeing very many Japanese tourists in the area and the indications are that numbers are already above the pre-Covid levels.
“Businesses are seeing more Japanese visitors coming through their doors and numbers are growing and they are big spenders – you should see the size of their suitcases!
“Hiromi remarked how much there is in common between the people of North Wales and those of her home region – the friendliness and warmth as well as the pride in their area and its culture and language.”
Hiromi was present in Conwy when the initial castles partnership was established.
On this occasion, she experienced a more immersive exploration of the region’s heritage, with Glenn Evans hosting her at the Royal Oak and Waterloo Hotel estate in Betws y Coed.
Her schedule featured destinations including Portmeirion, the Welsh Highland Railway, Welsh Mountain Zoo, Great Orme mines, Bodnant Gardens, and the Aber Falls and Penderyn Whisky Distillery. She also explored Llandudno alongside Lord Mostyn and discovered how to prepare bara brith and Welsh cakes.
Hiromi has fallen in love with Welsh cakes and is promising to ‘share the secret with people in Japan'(Image: Peter Bolter/WalesOnline)
The objective was to reinforce connections between the two regions, which has already resulted in Japan recognising Conwy as one of the “30 Most Beautiful Towns and Villages in Europe”. The nation has also designated the A55 amongst the “20 Most Beautiful Roads in Europe”.
Hiromi explained: “I’ve spent five weeks staying and working in Conwy and North Wales to understand the tourism offer here. It’s another step in cementing the relationship between Conwy and its castle and Himeji and its castle. This is also an important tourism site which attracts three million visitors a year.
“I have very much enjoyed the culture of North Wales, the scenery and the people who have been very welcoming.
“I very much liked bara brith and have been eating it for breakfast every morning. Now I know how to make it I will be sharing the secret with people in Japan!”
Hiromi undertook part of her work placement at Conwy Town Council, where her responsibilities included assisting in the preparation of bilingual information for Japanese visitors, as well as raising awareness of the twinning arrangement and its importance to both communities.
Sian Grady, Conwy Mayor and Constable of Conwy Castle, noted that the placement demonstrated the tangible advantages of international collaboration and cultural exchange.
She commented: “It’s great that the Welsh Government want to put Wales on the international map and they need to have a look at what’s happening in Conwy and support it. Hopefully the fact that the (government’s) new leader is from Anglesey means he will understand the importance of tourism to North Wales.”
Hiromi’s visit also encompassed trips to Ysgol Aberconwy, Ysgol Bro Gwydyr and Ysgol Awel y Mynydd, where she treated pupils to demonstrations of origami and the art of wearing a kimono.
NWT CEO Jim Jones highlighted that North Wales boasts tremendous diversity across its landscapes, history and culture. He continued: “We have seen in Wrexham where the success of the football club and its Hollywood owners has attracted visitors from the USA – we just need them to head west as well.
“On Anglesey the cruise ship market is growing at Holyhead with thousands of visitors arriving in North Wales by sea. There is so much for people from overseas to see and what we need now is for the new Welsh Government to work with us.
“Plaid Cymru has said it wants to put Wales on the international map and that’s what we’re doing in places like Himeji in Japan and at Champery in the Swiss Alps. At the latter we have links through the Llandudno ski slope and with mountain biking.
“We just hope they can see the potential in the tourism industry in North Wales and work with us to realise that potential.”
AloJapan.com