The Welsh Assembly Government has reiterated its long-term support for the country's tourism industry with the launch of a number of multi-million pound initiatives to help attract visitors.

A £19m heritage tourism scheme, which is being led by Cadw and is funded by the Welsh Assembly and European Union, is currently in the first of a five-year bid to maximise the economic value of historic Welsh sites.

Meanwhile, another five-year initiative launched in summer 2009 is hoping to develop sustainable tourism by identifying centres of excellence, as well as coastal tourism, which includes the Green Sea programme.

Earlier this month, a new four-year scheme designed to ensure the sector is able to benefit from the latest technological developments was launched by Welsh heritage minister Alun Ffred Jones, backed by £17.4m of investment.

Jones said: "The tourist industry in Wales must be ready to maximise visitor numbers. And with nine out of ten visitors already rating their trip as very good or excellent, we know we provide a great visitor experience.

"However, we must not risk becoming complacent and that is why the Welsh Assembly Government is committed to providing a fully integrated support structure to the industry."