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As opposed to the Welsh tourist materials addressing a British readership, which excel in creating a gratifyingly dissimilar although mainly anglicised image of Wales (Prieto, 2004), those others targeting foreign markets struggle to create a culturally distinct nation. The present work will focus on the latter in order to analyze the strategies used by the Wales Tourist Board to appeal to the international visitor. Following Halliday (1994) and Kress & Leeuwen (1999) in the analysis of the verbal and visual components, respectively, this study will bear witness to the use of heritage as an identity-creation tool, our ultimate aim being the deconstruction of such an image, possibly resulting from the delicate situation of Wales within what seems an increasingly (dis)United Kingdom

Heritage --- Hybridity --- Otherness --- Tourist promotion --- Wales