Early summer sun gives tourism industry a boost

The Wales Tourism Business Barometer shows that after a slow start to 2018 due to bad weather, the industry is now looking buoyant. 33% of businesses have had more visitors during the May/June half term compared to last year, and close to half have had the same level.

By far the most common reason for improved performance is better weather – cited by 56% of businesses experiencing increased visitors.  Following a boost in visitor levels 87% of those surveyed are feeling confident for the summer ahead. 

In support of this good start to the year, the Visit Wales’ Year of the Sea campaign will continue during the summer holidays to ensure that Wales is able to attract those looking for short breaks and summer days out. 

The emphasis of the digital summer campaign looks to capitalise on cultural trends such as ‘opt-out culture’, targeting young professionals wanting to switch off from tech overload, and looking towards experiences rather than material things.  The In-Wales summer campaign will focus on promoting ‘Coasts alive’ showing the variety of experiences and things to do along Wales’ coastline.  

Many of the Welsh Government’s funded Year of Sea projects will come to fruition over the summer including a legendary sea monster by Small World Theatre, Cardigan, which will appear  along the coastline at ten locations with an important clean seas message. Also touring the country over the summer will be ‘Sea Wales’ – The Wildlife Trust’s 7D augmented reality experience. 

Tourism Minister, Lord Elis-Thomas, said: 

“Over the last few months, I have seen first-hand the quality and diversity of what we have to offer in Wales, and how hard those in the industry work to give visitors the best experiences. Tourism is a hugely competitive global sector and we will continue to work with the industry to further improve and innovate.  We need to continue to give people compelling reasons to visit Wales – whatever the weather.”