The number of overseas visitors to Wales has plummeted by a third over the past three years, according to new figures from the International Passenger Survey data released by the Welsh
government. In 2022, there were 33% fewer inbound visitors to Wales compared to 2019, and the amount they spent also dropped by 24%.
While wet weather conditions may have played a role in deterring holidaymakers, businesses are pointing to the significant impact of the ongoing cost of living crisis. Sean Taylor, the founder and president of Zip World, a popular adventure attraction in Llanrwst, Conwy county, highlighted the importance of the six-week school summer holiday for his business, accounting for approximately 55% of their annual turnover. However, with 13 consecutive interest rate rises, people are feeling the pinch in their pockets, leading to reduced spending in cafes and shops.
The poor weather has also contributed to a reduction in day-trippers, affecting the usual flow of visitors from Liverpool, Manchester, and Wirral, according to Taylor. Roland Rees-Evans, director of Penrhos Park holiday park in Llanrhystyd and chairman of Mid Wales Tourism Cymru, shared similar concerns, noting a "bit of a slow down" despite bookings being on par with last year. People are now searching for bargains due to rising costs across the industry.
Ben Francis of the Federation of Small Businesses (FSB) raised concerns about the introduction of a planned tourism tax and called on the Welsh government to reconsider, especially as visitor numbers are already declining. The FSB is also advocating for improved marketing efforts by both the UK and Welsh governments to promote Wales as an attractive holiday destination for overseas visitors.
In response to the challenges facing the tourism sector, the Welsh government stated that it is collaborating closely with the industry. It defended the planned visitor levy, emphasizing that it could generate much-needed revenue and benefit tourism throughout Wales, encouraging increased spending throughout the year. However, the government also recognized that the economic choices made by the UK government are having a negative impact on Welsh tourism and assured that they are using all available resources to support people, families, businesses, and communities during these difficult times. Photo by William M. Connolley at English Wikipedia.