Linda Osti, a senior lecturer in tourism management at Bangor University, said she felt Wales’ tourism sector still had work to do.
“We normally think about the Nordic countries, so Denmark, Norway, Finland, and Sweden, when we think about who are doing well on sustainable tourism,” she said.
“Sustainable tourism is more than just looking after the environment, it’s about supporting the communities and economy at the heart of it. If Wales can get it right the benefits could be great.”
She added that more public transport and active tourism was the “last mile still missing”.