The worrying drop in visitor numbers to Wales must be halted, says Shadow Heritage Minister Paul Davies.
Mr Davies, AM for Preseli Pembrokeshire, told the Senedd that Wales had a quarter of a million fewer tourists last year than the year before.
The number of trips made by visitors from Britain to Wales also fell by almost eight per cent and foreign visitor numbers fell by 12 per cent.
"Wales is one of the most beautiful countries in Europe, but many tourists are still unaware of our special attractions," Mr Davies told the Senedd during a tourism debate.
"We cannot place all the blame on the weather as many people organise their holidays in advance without knowing what the weather is going to be like."
Mr Davies is calling on the Assembly government to do more to promote Wales' unique selling points and to emphasise green tourism in particular.
"I think that we need to concentrate on short breaks and on people's interests and hobbies.
"The Government should encourage tourism facilities that promote sustainable development aims, perhaps by launching a special brand.
"It is vital that we emphasise the cultural attractions of Wales, such as eisteddfodau, the unique nature of the language, Wales in the Middle Ages and our castles."
