Visit Wales (Welsh: Croeso Cymru) is the Welsh Government's tourism team within the Department for Heritage to promote Welsh tourism and assist the tourism industry. Visit Wales has taken over the functions of the former Wales Tourist Board, an Assembly Sponsored Public Body. The role of Visit Wales is to support the Welsh tourism industry, improve tourism in Wales and provide a strategic framework within which private enterprise can achieve sustainable growth and success, so improving the social and economic well being of Wales. The mission of Visit Wales is to "maximise tourism's contribution to the economic, social and cultural prosperity of Wales".