Deputy Minister for Culture, Sport and Tourism and AM for Clwyd South Ken Skates speaks with Emma Clark about the Year Of Adventure, tourism and mental health.
What is the main idea behind the Year Of Adventure?
The Year Of Adventure is a way of corralling everybody in the culture sector and tourism sector behind one theme that we know Wales does exceptionally well, and that’s adventure. So for 2016, we’re going to be targeting those people around the world, across Wales, across the UK who are looking for a greater degree of adventure in their lives and in their holidays. It’s a celebration of the incredible investment that the Welsh government has made in some reputational changing attractions across Wales, such as Surf Snowdonia and Zip World. Basically we’re going to be seeking to attract more and more visitors to Wales as a destination for adventure. At the moment, Wales is third behind Scotland and the Lake District as an adventure destination in the UK. We hope to overtake them as a consequence of promoting Wales as the place of adventure in Europe in 2016.
What do you think is the most important asset Wales has to offer in terms of tourism?
We know that the number one factor people visit Wales for is heritage. We’ve got more castles per square mile than any other country in Europe. That’s a unique and unparalleled benefit. So we’re working to make sure that we can continue to promote our historic environment, and through 2017 we’ll be doing that as well, because 2017 will be themed the Year Of Legends. We also have an incredible natural environment which is perfectly suited to the theme of European adventure.
I think what really differentiates Wales from much of the UK is the incredible warm welcome that we offer visitors. And so as a tourist destination we are really well placed to attract more people; to welcome more people to ensure that they come back and visit again.
What is culture?
Culture is an expression of who we are, of what we stand for, where we’re from. Culture references us and acts as a root to everything that we stand for. Culture can’t be transplanted. You can study culture but you can’t necessarily be part of a culture unless it’s rooted within you. That’s what some anthropologists have taught us over time.
Why do you feel that it’s important?
It’s important because it gives us identity, and all human beings need identity. We feel that we have a home, that we have a sense of belonging, that we are competent; competence is often based on the values that we represent and the values that we develop over time, the values that are passed down to us by our parents. Culture is essential in defining who we are or what we stand for and, indeed, where we’re going.
In regards to getting people out to experience culture, being active and being sporty, do
you think obesity is one of the most challenging problems that we face in Wales?
Obesity is a huge challenge for us to face. But it’s part of an even bigger challenge which is the culture that has developed in the late 20th century and the first part of the 21st century, which is based around convenience and a lack of balance between work and life. This has led to a greater demand for convenience activities and convenience foods. We do need to address not just obesity but how people are able to live their lives; a greater value needs to be being placed on experiences, rather than the material goods that we acquire.
I hope that in challenging obesity, we’re actually going to be challenging some of the other consequences of modern life that have been very negative. For example, mental illness, which is often an underlined factor of obesity, or excessive alcoholic consumption, which again is often related to other factors. I think there are multiple reasons why people are ill and it’s not just about obesity, but we can trace it back to the way that we live our lives in the modern era.
You touched there on mental health problems. You were one of the first AMs to talk openly about mental health issues back in 2011. Do you think it’s a taboo, and how do we tackle that?
It was a taboo. Certainly in some sectors of the economy and some areas of work it’s still a taboo; in some communities it can be. It’s a very progressive and tolerant environment that I work in, here at the National Assembly and in the Welsh Government. That’s not the same for all communities or places of work, so there are still issues that need to be addressed.
We’re heading in the right direction. A huge number of people, at any point in time, are suffering from mental illness. Depression in particular is a major illness that huge numbers of people across Britain are having to face. The more we talk about it, the more that we’re open with one another about the challenges we face, the more that people will be able to a) acknowledge that they too may have an illness and b) acknowledge that we have an issue. After that, we’re then able to address it. I think we talk to one another about our thoughts and feelings so that we know that we are not alone in life, so it’s essential that people do share their experiences with mental illness.
How is Wales competing on an international scale?
We know that activity in the arts in Wales is increasing and it’s not just increasing amongst the wealthiest in society. Because of our anti-poverty programs, we’ve been able to see an increase and a rise in activity right across socio-economic spectrums, so all sorts of people are becoming more active in the arts. In terms of physical activity we’re seeing the same sort of effect. But that’s not good enough, in my view, and that’s why I’ve set an ambition of Wales being the most physically active and creative nation in Europe within the next 10 years. I think we need to set our ambitions as high as possible and I think with continued investment and encouragement right across society, we can achieve that aspiration.
Wales 2016 Year Of Adventure. Info: www.visitwales.com