"There's a lot of people who live in the Valleys and a lot of people who've lived in the Valleys over the years - not just in music but in other arts and industry and so on" says Peter Cole, from Capital Region Tourism.
"We have sent people out from the Valleys across the world to change the world and now we need to change perceptions of the Valleys for people coming back".
More top news
Wales captain Ashley Williams admits panic will set in watching Gareth Bale in the Champions League final.
The heavy showers will ease during the first part of tonight, leaving a dry night with mist in places.
A 1950s pin-up girl from the Vale of Glamorgan has returned to the spot where she won the nation's hearts.