Committee publication · Correspondence · 25 June 2025
Correspondence from Ken Poole MBE to the Chair dated 16 April 2025 relating to the evidence session on 26 March as part of the inquiry into Promoting Wales
From: Welsh Affairs Committee
Summary
Ken Poole, Head of Economic Development at Cardiff Council, responds to questions from the Welsh Affairs Committee Chair about Cardiff's inward investment strategies. He details how Cardiff independently attracts investors through high-profile events, property investment targeting (particularly in London), and sector-specific marketing, while explaining the tension between promoting Cardiff as a capital city and broader Welsh regional development.
Key findings
- Cardiff uses major sporting and cultural events (Volvo Ocean Race, Champions League Final, rugby internationals) as platforms to attract investors and occupiers to the city.
- Property investment is prioritised due to shortages of commercial and industrial property across Wales; Cardiff targets London-based investors through dedicated events including Wales in London Week at PwC headquarters.
- Cardiff engages property investment consultants and focuses on early-stage Fintech companies seeking European locations and funding.
- National branding frameworks struggle to communicate sub-regional strengths clearly; Cardiff develops supplementary marketing materials tailored to specific sectors and investor requirements.
- Dublin's role as a capital city magnet for Irish inward investment led to secondary investment hubs in lower-cost regions; similar model could apply to Wales with Cardiff as lead location and other sub-regions developed with government support for property, skills, and funding.
Tone
FactualTopics
Key actors
Ken Poole, Ruth Jones MP, Cardiff Council, Welsh Government, UK Government, Legal and General plc, PwC, National Audit Office, Irish Development Agency
Notable line
“Dublin was utilised as the lead location but outside of Dublin the strengths and the product of the sub-regions were also built up and promoted based on the needs of the investor.”
Key Quotes
“We generally set up an investment event by attracting leading businesses and investors to attend the city's events such as Volvo Ocean Race, European Champions League Final, rugby internationals etc …”
“If the right kind of property and infrastructure is not in place it is difficult to attract inward investors of any kind …”
“One of the reasons why Cardiff has engaged in its own promotional activity was a view that the strengths of the city and its region were not fully addressed in national marketing campaigns.”
“Dublin was utilised as the lead location but outside of Dublin the strengths and the product of the sub-regions were also built up and promoted based on the needs of the investor.”
Source · parliament.uk record ↗