THE WELSH Affairs Committee has today (November 18) announced a new inquiry into promoting Wales as a destination for inward investment - citing Wrexham's celebrity owners as possible inspiration.

The committee will consider how successful sectors like the creative and sports industries have managed to attract inward investment, and how this success could be expanded to other industries.

The inquiry will also consider how ‘Brand Wales’ is promoted overseas, and whether this successfully markets the nation as an attractive proposition for international investors.

Members will look to learn lessons from successful campaigns promoting investment in other countries.

Success stories for the committee to consider could include celebrity actors Ryan Reynolds and Rob McElhenny’s purchase of Wrexham AFC.

This investment resulted in back-to-back promotions that led the club to the third division of English football which were documented by a major Disney+ documentary, Welcome to Wrexham.

The actors have since made further investments in North Wales, becoming co-owners of beer firm Wrexham Lager Beer Company Ltd. 

Other case studies may include investment in Wales’ growing film and television industry.

In 2023, a US-based production company purchased Seren Studios near Cardiff for nearly £10m, with a grant from the Welsh Government.

The committee will consider whether the success of these sectors in attracting inward investment could be replicated in industries across Wales.

Full terms of reference are available on the committee’s website.

Ruth Jones, chair of the Welsh Affairs Committee, said: “Wales is a land of astonishing natural beauty, a creative, hardworking population, and a rich history and culture.

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“But are we making enough of that potential? We can and should punch well above our weight when it comes to attracting business investment.

“Millions have seen Rob and Ryan’s investment lead Wrexham AFC to remarkable new heights. What can other sectors learn from their success?

“This inquiry is a vital opportunity to take stock of our successes and consider what lessons we can learn to expand prosperity across the rest of the country.

“We will consider how we can ensure that the world sees Wales for what it has every right to be: one of the greatest places on the planet to live, work, and build a business.”