In 2018 Gwent Angling society based in South Wales embarked on a programme to show how important Angling is/was to the Welsh economy. They did detailed research and presented it at the highest level of Government and to the national Governing bodies to show in detail its value. From this they and Angling Trust with the support of the Welsh governing interest successfully lobbied key WG Ministers regarding the shortcomings of the Visit Wales promotion of inland fisheries and, now with Ministerial support, Visit Wales were contacted to move this forward as the main funding partner with support from Natural Resources Wales.
With 2020 as Visit Wales “Year of the Outdoors”, fishing was a natural fit into this themed year – where better to enjoy fishing, an outdoors activity for people of all ages and experience, than in Wales? As part of the Fishing in Wales project, the Visit Wales website will feature bespoke Fishing In Wales content that will promote fishing as a mainstream, outdoors activity, that everyone can enjoy in Wales as part of a wellbeing experience.
A website has been established that will focus on quality, image-led ‘blog style’ articles from a wide variety of established and respected Welsh angling writers. These articles will be shared and promoted dynamically, in line with seasonal angling trends. A collective of 17 contributors have already signed up, many of whom have an established pedigree as experts within the angling world, such as Steffan Jones, George Barron and Dave Lewis to name just a few.
Social media will play a key role in the marketing campaign and will widely share and promote the website, with its written content, images and video. Social media channels will include Facebook, Instagram, Twitter and YouTube. Maximum reach to audiences will be facilitated using modern marketing techniques, ensuring that Wales is widely promoted as the premier fishing destination that it deserves to be.
Ultimately, the outcome is aimed at more angling participation in Wales. It will make it easier for people to fish in Wales – the Wye and Usk Foundation’s Fishing Passport will receive investment and will be integrated into the site, to allow finding and then booking day ticket fishing, to be as seamless as possible.
Ultimately, this project will raise the profile of Welsh angling, underlining its importance not just to the Welsh rural economy, but as a traditional and cultural asset that is truly priceless.
To help deliver the project a Welsh angler has been appointed the projects Marketing Manager. Educated in Aberystwyth with a background in marine and freshwater biology, Ceri Thomas has over 15 years marketing experience. Ceri is also an angling writer, having contributed too many online and printed publications – often with a strong Welsh theme.
Ceri Thomas said:
“I’ve always felt that Wales is a truly special place to fish, with angling opportunities that rival many of the best locations in the world. As a Welsh angler, I have always been incredibly passionate about Wales, its beautiful landscape, history and superb wild fishing – I see this role as a fantastic opportunity to express that passion.
“Long neglected, official Welsh angling promotion is vital for the future of our sport. If we encourage anglers from home and abroad to fish in Wales, fishing will deservedly continue to be recognised as a valuable part of our rural tourism economy, thus allowing us to continue to address many of the issues affecting Welsh angling today.”
As well as encouraging more people to fish our wild and wonderful rivers, lakes and seas, I hope this project will serve to unite the Welsh angling community and leave a lasting legacy for the future.
Due to the Covid-19 restrictions the launch of the project has been held up. However, by the time you read this it could be that the restrictions will have been lifted allowing anglers to access this remarkable wealth of information on Fishing in Wales. Latest report is that it can be launched in July so watch out for it.
The lifting of the restrictions for local fishing has already proved to be a remarkable start to the fishing in the South East of Wales and with some rain and over cast days those anglers who live locally are enjoying excellent fishing. When you read this, if restrictions are lifted please come and visit us and anywhere else in Wales that is open.
All this after the worse winter floods in memory that literary ripped out river beds destroyed river banks with many saying that all our wonderful wild trout would have been swept to sea. How wrong they are our fish have in built protection that nature has given them. It is something we would do well to respect. Whatever nature does the environment will recover today, tomorrow, or in a short time. Sadly when man is the perpetrator the damage he causes can take centuries to recover.
Words: Tony Rees
Feature image: A river taff Brownie by Mark Williams
