Excitement is building across Wales as the national soccer team gets ready to face the USA in its first World Cup Finals campaign for 64 years. 

With just days to go until the first group match against the USA, a programme of activities is well underway in a bid to showcase the best of Wales on a global stage and introduce the nation to new audiences.

Welsh Economy Minister Vaughan Gething has announced that a team of ‘Lleisiau Cymru’ ambassadors, including famous sports people such as World Champion hurdler Colin Jackson CBE and former professional footballer Ian Rush, will act as influential voices for Wales in Qatar.

Lleisiau Cymru’s Laura McAllister, said: “The World Cup offers an unprecedented opportunity for us to raise the profile of Cymru whilst also staying firm to and promoting our values of diversity, inclusivity and respect for human rights. As ‘Lleisiau Cymru’ we will ensure we maximise this unique opportunity for Wales, for football and beyond.”

© Hawlfraint y Goron / © Crown copyright (2022) Cymru Wales

An enhanced global marketing campaign is live, focusing on core target international markets including the USA and key European markets. The marketing campaign will promote Wales as an open, progressive nation, as a great place to do business and visit.

The campaign is focused on the people of Wales, it’s an invitation from a warm, welcoming country. A series of films have been released which shows the people of Wales inviting the world to Wales, showing the people, culture, community and landscape – a portrait of a modern, progressive and diverse country that’s welcoming the world in.

Economy Minister Vaughan Gething said: “I’m delighted to announce our comprehensive plans to promote an open, progressive Wales to the world during the FIFA World Cup. When people see Wales, they will see our values. A global audience of 5 billion people gives us a unique opportunity to showcase our nation and create a lasting legacy.”

Following the announcement of Wales’ World Cup squad, a diverse representation of artists and cultural organisations will take to the stage to share Wales’ unique culture globally.

The artists include rapper Mace the Great; Yr Urdd with Côr Dyffryn Clwyd; The Barry Horns – a brass band made up of Welsh football fans; Welsh rap artist Sage Todz and multi-instrumentalist Kizzy Crawford. They will perform in Qatar, the USA and Canada, as well as performing at international events as part of Gŵyl Cymru, a national celebration taking place throughout Wales and the world.  

Additionally, Welsh soccer fans have taken to heart the patriotic Welsh song Yma o Hyd ('Still Here') by Welsh singer Dafydd Iwan, and anyone tuning in to watch a Wales match in the coming weeks is sure to hear the rousing anthem!

Janet Redler, Managing Director of Janet Redler Travel, who is from North Wales, said: “This a truly historic sporting occasion for Wales, and Welsh people all over the world – as well as the Welsh at heart – will be cheering on The Dragons. The World Cup Finals provide a fantastic opportunity to raise the profile of our ‘small country with a big heart’ and we look forward to welcoming many more visitors in years to come.”

© Hawlfraint y Goron / © Crown copyright (2022) Cymru Wales

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