Earlier this summer, I had the pleasure of dropping into Zip World in North Wales for breakfast with its founder, Sean Taylor. Over a sausage bap and a coffee, Sean shared his honest views about the opportunities and challenges facing his business, the wider tourism industry, and the Welsh economy.
Sean’s candour is refreshing, and he’s always willing to share the ups and downs of running a business like Zip World, which now employs over 400 people and has had an economic impact of nearly a billion pounds across its seven sites. However, this year has not been an easy one for Sean and the rest of the tourism sector. A perfect storm of rising costs, post-COVID hangovers, and, of course, government regulations has hit businesses hard.
This follows on from a report last year by the Welsh Affairs Select Committee, which highlighted that Wales’ potential as a global tourist destination is being held back by fragmented marketing, a lack of cohesive holiday packages, and poor transport links. While 41 million international visitors came to the º£½ÇÊÓƵ in 2019, just one million made it to Wales.
It’s no surprise then that many in the sector feel they're not getting the support they need to realize their potential, especially when businesses like Zip World are creating hundreds of jobs in some of our poorest communities, like Bethesda, Blaenau Ffestiniog, and Rhondda Cynon Taf. In fact, the tourism sector remains a vital part of the Welsh economy and according to the latest Welsh Government statistics, over 12,000 tourism businesses are responsible for employing 12% of the workforce in Wales and generating around £4 billion in economic activity.
However, tourism, however, is more than just a revenue generator and is a window to Wales’ unique heritage, landscapes, and communities yet one of the most common complaints I hear from businesses is that we lack a cohesive strategy to drive growth, build a home-grown tourism industry led by Welsh entrepreneurs, and ensure long-term sustainability.
We already know that Wales has world-class natural beauty and historic landmarks, but our global brand needs to do more than rely on the familiar. Look at how Scotland has used themed years to celebrate its people and culture. In 2020 and 2021, their "Year of Coasts and Waters" successfully promoted the country’s unique marine environments, while the "Year of Stories" in 2022 focused on storytelling, tapping into Scottish history and literature to captivate tourists.
Sustainability must be a key focus in any tourism strategy and while Wales is home to natural treasures like Eryri and the Pembrokeshire Coast, there are already concerns about over-tourism in places like Y Wyddfa. Fortunately, areas such as Bannau Brycheiniog National Park are leading the way with low-impact tourism initiatives like wildlife watching and stargazing, setting an example that should be followed across the country as sustainable tourism offers a responsible way for visitors to enjoy our landscapes while preserving them for the future.
Welsh entrepreneurs are also showing ambition when it comes to developing new attractions. For example, the Thomas family at Bargoed Farm, near Aberaeron, is creating sustainable tourism experiences in Ceredigion, a county that is still somewhat off the beaten track for many.
Supporting entrepreneurs who are investing their own money to grow their businesses and create local jobs should be a priority and initiatives that promote Welsh products, crafts, and cuisine as part of the tourist experience will naturally boost the local economy, as shown by the success of the Abergavenny Food Festival in drawing significant crowds.
Culture remains one of Wales’ most valuable assets and the Green Man Festival, which sold out for next year in less than an hour, is a prime example of how we can leverage our cultural heritage to attract visitors from across the globe. Smaller events like the Big Retreat Festival in Lawrenny, Pembrokeshire, are also drawing a different kind of tourist, proving that cultural tourism is a vital part of our offering.
However, the way forward for all tourism has to be digital and recently, Roger Lewis, former chief executive of the WRU, suggested that key cultural institutions such as the Welsh National Opera, the National Museum of Wales, and Cadw should join forces with major tourism actors to agree on a unified digital strategy.
He’s right and despite the efforts of entrepreneurs who are creating incredible experiences for visitors, we still need to do better at promoting what we offer. Wales was the first º£½ÇÊÓƵ nation to launch in the metaverse, but we also need to ensure that local businesses have the digital tools to thrive in a world where a single TikTok video can do more than a full-blown marketing campaign.
It’s also time for more direct conversations between those running the Welsh economy and the businesses that drive the tourism industry and It would be great if the new Economy Minister set up regular meetings with key players like Zip World, Celtic Manor, Green Man, Bargoed Farm, and others to ensure that the insights and concerns of the sector are factored into the broader tourism strategy. This simple step would lead to policies grounded in the real needs of the industry, enabling better support and fostering more collaborative growth.
Therefore, the future of tourism in Wales is full of potential, but unlocking it requires focus, investment, and collaboration. By adopting a more strategic approach, supporting local businesses, and developing regular engagement between key stakeholders, Wales can position itself as a world-class destination that creates stable jobs, supports communities, and shows the world the very best of what we have to offer.
