A Welsh castle with a James Bond connection is fueling a £4.5 million tourism surge as thousands of high-spending Japanese tourists flock to north Wales this summer. Tourism officials report that Japanese visitor numbers have rebounded strongly after the pandemic, now matching or surpassing the pre-Covid peak of over 4,500 annually. This influx is providing a significant boost to local businesses, with visitors spending an average of more than £1,000 each during their stay.
Conwy-Himeji Partnership
Central to this success is Conwy's longstanding partnership with the city of Himeji in central Japan. Himeji Castle, a five-story wooden fortress, served as a backdrop for the classic 007 film You Only Live Twice. Conwy Castle recently hosted film crews for a major live-action adaptation of the dark fantasy video game Elden Ring.
Hiromi Tanaka, Himeji's deputy director for international affairs, recently concluded a five-week visit to Conwy, hosted by North Wales Tourism (NWT) CEO Jim Jones and Conwy Mayor Sian Grady. She was accompanied by NWT Japanese Ambassador Emiko Corney.
The two regions share a historic arrangement between Conwy Castle and Himeji Castle. Both are UNESCO World Heritage Sites and, despite being over 9,000 miles apart, were constructed within 50 years of each other during the 13th and 14th centuries.
Growing Visitor Numbers
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 noted the commonalities between the people of North Wales and her home region, including friendliness, warmth, and pride in their culture and language.
Immersive Cultural Exchange
During her visit, Hiromi experienced an immersive exploration of the region's heritage, visiting destinations such as 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 with Lord Mostyn and learned to prepare bara brith and Welsh cakes.
The objective was to reinforce connections between the two regions, which has already led to Japan recognizing Conwy as one of the "30 Most Beautiful Towns and Villages in Europe" and designating the A55 among the "20 Most Beautiful Roads in Europe."
Hiromi said: "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." She added: "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!"
Benefits of Collaboration
Hiromi also worked at Conwy Town Council, assisting in preparing bilingual information for Japanese visitors and raising awareness of the twinning arrangement. 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 included trips to local schools, where she taught pupils origami and the art of wearing a kimono.
Future Potential
Jim Jones highlighted North Wales' diversity in landscapes, history, and culture. He said: "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."
He added: "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 realize that potential."
