Visit Wales consumer re-contact survey: 19 January to 3 February 2023

UK and Ireland report

• 3 in 5 Visit Wales enquirers took a holiday or short break in Wales in 2022. Wales trip-takers took 3.2 trips to Wales on average. Nearly 1 in 4 Wales visitors stated that Visit Wales communications influenced their decision to take their holiday or short break to Wales.
• Wales trip-takers were most likely to have taken their Wales trip in September. With the exception of the winter months (January to February and November to December), there was a relatively even spread of visits across the year.
• Nearly 4 in 5 Wales overnight visitors rated their experience in Wales as ‘excellent’ (9-10 out of 10), a notable rise on 2021 ratings. 2 in 10 rated the visit as ‘good’ and only 1 in 100 as ‘poor’.
• Over half (51%) of Visit Wales enquirers have either already booked a Wales trip in 2023, or are definitely going but have not yet booked, rising to 66% amongst 2022 trip-takers. Around 1 in 4 Wales 2023 trip intenders indicate that Visit Wales communications have already had an influence on their decision to take their 2023 trip.

Germany report

• 1 in 10 German-based enquirers visited Wales for a holiday or short break in 2022, taking 2 trips on average.
• Wales trip-takers from Germany were most likely to have taken their trip to Wales in August, followed closely by September. May, June, July – and to a lesser extent October – were also popular, with only a minority taking a trip from January to April and October to December.
• Almost 9 in 10 (87%) Wales visitors from Germany rated their experience in Wales as ‘excellent’.
• 4% of enquirers have already booked a Wales trip in 2023, with a further 8% stating they will ‘definitely’ go but have not booked. Around 2 in 5 Wales 2023 trip intenders indicated that Visit Wales communications have already had an influence on their decision to take their 2023 trip.

USA report

• 1 in 6 US-based enquirers visited Wales for a vacation in 2022, taking 1 trip on average. 15% of trip-takers stated that Visit Wales communications were a major influence on their trip decision.
• Wales visits from USA trip-takers were spread relatively evenly between May and August – around 1 in 5 visiting in each of these months. April and September also attracted a relatively high proportion of US visitors – albeit lower than in the peak summer months – whilst very few visited between January to March and October to December.
• Almost 9 in 10 (87%) Wales visitors from the USA rated their experience in Wales as ‘excellent’, with the remainder (13%) rating it as ‘good’.
• 6% of Visit Wales enquirers from the USA have already booked a Wales trip in 2023, with 9% stating they will ‘definitely’ go but have not booked. Just under 1 in 4 Wales 2023 trip intenders indicated that Visit Wales communications have already had an influence on their decision to take their 2023 trip.