Welsh Gov data reveals tourism spending isn't back to pre-pandemic levels
New data from the Welsh Government's "Wales Visitor Economy Profile" underscores the critical role of tourism in Wales' economy
New data from the Welsh Government's "Wales Visitor Economy Profile" underscores the critical role of tourism in Wales' economy.
In 2022, tourism industries accounted for 11.8% of employment (159,000 jobs), up from 151,000 in 2020, and contributed £3.8 billion (5.1% of GVA).
Despite these gains, Wales remains the only UK nation yet to recover pre-pandemic visitor spending levels.
To address this, the Federation of Small Businesses (FSB) Wales is urging the Welsh Government to implement several key measures.
Ben Francis, Policy Chair of FSB Wales, emphasized the importance of tourism: "Tourism is a vital cornerstone of the Welsh economy and a significant employer in rural areas.
"Small businesses are essential in welcoming visitors, but with spending yet to return to pre-pandemic levels, more support is needed."
FSB Wales calls for the restoration of Business Rates Relief to 75% for the leisure, retail, and hospitality sectors.
This, they argue, would enable businesses to invest, create jobs, and improve visitor experiences.
Additionally, strategic investment in transport infrastructure is recommended to enhance visitor travel across Wales.
The FSB also highlights the potential of Wales' creative industries. Integrating local music, film, and literature into tourism branding could create unique experiences and strengthen the Welsh brand.
Eric Holliday and Peter Rees Jones, directors of the tour operator Wales Beckons, stressed the need for greater international awareness of Wales. They said: "Visitors from the US and India love our culture, heritage, and landscape. However, a lack of awareness about Wales remains a barrier.
"A strategic approach to branding and utilizing Welsh diaspora groups could boost our international appeal."
By implementing these recommendations, the FSB believes Wales can unlock the true potential of its tourism industry and drive broader economic recovery.