Capitalising on the Slate Landscape UNESCO World Heritage Site and the development of sustainable tourism in Northwest Wales.

This study combined expertise in place research, heritage, marketing, and sustainability to (1) examine the younger generation’s perspective of the Slate Landscape of Northwest Wales’s status as a UNESCO World Heritage Site (WHS), and (2) to understand their views of sustainable tourism practices in the region. A mixed methods 2 stage approach was adopted to engage young people (aged 18-25 years) who are indigenous to the area. One focus group and 20 interviews were undertaken (Stage 1) along with a netnographic examination of online user engagement behaviour related to the slate landscape area on social media networks (Stage 2). The research identified four key themes including pride in Welsh heritage (PWH), bonds of personal significance (BPS), uniqueness and attributes of the place (UAP), and community perceptions and global recognition (CPGR). Data from social media platforms indicated the most popular search terms along with user sentiment and busy ‘hotspots’ within the slate landscape area. Recommendations for local authorities and the Llechi Cymru Partnership Board are proposed.