� IN FOCUS l WALES


pitch Sales


T


ourism spending in Wales plunged by a “whopping” 17% last year, despite the


£5 million ‘Year of Legends’ marketing campaign. Commenting on official figures


released in July, the Wales Tourism Alliance said: “Despite a record year for international visits to the UK with a 3% increase in visitor numbers and a 9% increase in revenue for the UK overall, for Wales, the regional analysis is disappointing, with growth at a static 0% and spend down a whopping 17% on 2016.” The WTA highlighted how this drop


was set against a fall in the value of the pound, and added: “Scotland has performed exceptionally well with spend up 23%.” Travel writer Simon Calder told the BBC: “The spend is really troubling because the pound is pretty pathetic and you would expect it to go up.” He said one reason for the fall in tourist spending was the lack of direct flights to Wales, so the country is regarded as an add-on to a trip to England rather than a destination in its own right.


� Positive survey However, Visit Wales said in response: “The most recent results from our Tourism Barometer Survey were overwhelmingly positive, with 80% of our businesses reporting a greater or similar level of business compared to the same period last year. “We will continue to work with the industry to further improve what we have to offer in Wales and maximise opportunities to introduce new audiences and grow both overseas and domestic


16 TravelGBI | September 2018


Souvenir shops in Barry Island, Cardiff. Tourism bosses hope holidaymakers will spend more in 2018 than they did in 2017


The Welsh tourism minister hopes 2018’s good weather boosted holidaymakers’ spending, following a downturn in 2017. Samantha Mayling reports


visitors so we can look to build on the 10 million overnight visitors we welcomed in 2017.” The tourist board said its themed years have been very well received and its marketing in 2017 generated an additional £365 million for the Welsh economy. “Next year we look forward to our


Year of Discovery that will be about building on the previous three themes and acting as a bridge into 2020 and beyond,” it added.


� Better weather Lord Elis-Thomas, tourism minister, said the tourism barometer survey showed that the industry in Wales was in “good shape”. “By far the most common reason


for improved performance is better weather – cited by 56% of businesses experiencing increased visitors,” he said. “But we must not rest on our


laurels – and ensure that we can attract visitors whatever the weather.” As well as the themed years –


Year of Adventure 2016, Year of Legends 2017, Year of the Sea 2018 and Year of Discovery 2019 – the tourism board has been highlighting its new initiative, The Wales Way, a network of


three national touring routes that showcase Welsh history, coastlines and attractions. “Operators, especially those


already featuring Wales, are keen to use the Wales Way as part of their current offer and to develop more specific itineraries over time,” said the minister. “With the Wales Way being part of a long-term strategy, operators such as Wales specialists Cambria DMC and Welsh Rarebits are seeing it as an important future opportunity and plan on developing bookable itineraries following each of the three routes in future.” He said research with top


operators around the world showed that the value of business influenced by Visit Wales was more than £11 million.


Meanwhile, 55 new tours were


introduced by UK and Ireland- based operators during 2017. He concluded: “Tourism in Wales is in a strong position and with good weather continuing, people will perhaps be less inclined to holiday overseas but rather to remain in the UK – the ‘staycation effect’ – which will obviously benefit Wales. “And following an historic win


NEED TO KNOW


Follow in Geraint Thomas’ cycle tracks...


To celebrate Welshman Geraint Thomas’ Tour de France victory, Visit Wales is highlighting cycling options: � Mawddach Estuary – a former railway line between Dolgellau and Barmouth


� Taff Trail between Cardiff and the Brecon Beacons National Park


visitwales.com


for Welsh cyclist Geraint Thomas in the Tour de France, we’ll be working hard to maximise on this amazing global boost for Wales’ profile.” thewalesway.com traveltrade.visitwales.com


travelgbi.com


� Celtic Trail linking the Pembrokeshire Coast National Park to Chepstow Castle


©Thomas Quack/Shutterstock


©Shutterstock


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