ABSTRACT Wales was an epicenter of industrial activity during the nineteenth and twentieth centuries. Following deindustrialization in the 1960s and 1970s, Wales emerged as a destination for industrial tourism in the decades that followed, with attractions created from mines, mills, railroads, and other heritage sites. Serving as an important form of cultural heritage tourism within the country, issues associated with industrial tourism are addressed in Wales within successive government tourism and cultural heritage policies. This paper considers the evolving relationship between the Welsh Government and industrial tourism in the first two decades of the twenty-first century, analyzing policies created by the Welsh Assembly, Visit Wales, Cadw, and other departments and agencies, associated strategies, and investment trends. Consideration is given to the broader implications of the policy approaches and failures.