BEN FRANCIS

THE FSB VIEW

brand that the Welsh rugby team will be representing in the World Cup this year.

With Wales heading to the World Cup as favourites, this is a once-in-a-generation opportunity to promote Wales’ unique brand on the international stage.

Not only does the Rugby World Cup take place in Japan this year, but the Olympics takes place in Japan in 2020, which is another opportunity for Welsh brands to gain a foothold.

Trading with a nation such as Japan will provide huge opportunities for some Welsh businesses. These opportunities are already being realised by firms such as former FSB Awards winner, Wrexham-based Net World Sports, which is one Welsh business that is already exporting to Japan.

Of course, export is not the only opportunity for Welsh businesses and our economy that will be promoted by the Rugby World Cup.

Promoting our brand abroad also increases tourism opportunities of overseas visitors coming to Wales. Welsh Government data tells us that there were 784,000 international visits to Wales during the first nine months of 2018, which added up to an expenditure of £320m.

Furthermore, as of November 2018, data indicated that 78% of businesses had seen greater or equal levels of visitors compared to the same period in 2017, while 84% of businesses expressed confidence for the season ahead.

We would hope that following the efforts of Welsh and UK Governments to promote Wales’ brand around the world, alongside the opportunities created by the world cup, these figures will continue to rise year on year.

Based on these successes this is a platform for prospecting to many other countries around the world.