The Dutch and Belgian tourist is looking for open spaces, history and legend - and we know that Wales can offer them all of that and more

Roger Pride, WTB Director of Marketing

Featuring the voice of actor Philip Madoc, it is part of the WTB's biggest ever overseas marketing campaign.

Tourism from Holland and Belgium is estimated as being worth around �13m a year to the Welsh economy.

The advert shows Pwyll and Rhiannon from the Mabinogion riding through the Welsh countryside in animation.

It then turns into reality as Welsh actors Lowri Steffan and Robert Gwyndaf ride towards Carew Castle in Pembrokeshire to "live the legend".

Rural retreats

Research shows that Dutch and Belgian visitors are looking for rural escapes, history and legend when choosing a holiday.

Tourism chiefs believe that Wales's rich history, myths and legends - combined with an opportunity to escape to stunning countryside - are a perfect match for these aspirations.

The advert features the Mabinogion legend

WTB's Director of Marketing Roger Pride said additional funding from the Welsh Assembly made possible the first ever stand-alone marketing campaign for Wales overseas.

"The aim is to grow the Wales brand beneath the Britain umbrella and accelerate recovery for Wales in the overseas market following the events of 2001," he said.

"This ad will target the independent traveller now looking to finalise their holiday plans and will allow Wales to fight for its share in an increasingly competitive marketplace.

"We know that the Dutch and Belgian tourist is looking for open spaces, history and legend - and we know that Wales can offer them all of that and more," he added.

"We believe this is a perfect fit for this market and that through this first overseas TV advert we can learn valuable lessons for future Wales campaigns."

Ieuan Evans launched a new tourist website

The board believes the 30-second advert, conceived by the Ogilvy & Mather agency, will prove to be good value for money.

It cost �120,000 to make with a further �250,000 being spent on airtime.

The WTB has launched a series of initiatives to boost visitor numbers to Wales which were badly affected by the foot-and-mouth crisis of 2001.

In March, the First Minister Rhodri Morgan used a visit to New York to announce the setting-up of a network of offices to promote Wales around the world.

A website - www.visitwales.com - has been launched as a one-stop shop for people looking for guidance on where to go and what to do in Wales.

And Cardiff's bid to become European City of Culture 2008 is aimed at attracting visitors to all parts of Wales.