Visit Wales consumer re-contact survey: 15 February to 3 March 2024

UK and Ireland report

• 3 in 5 Visit Wales enquirers took a holiday or short break to Wales in 2023, aligning with the previous year’s visitation rate for this market.
• September was the most popular month to visit Wales in 2023. Visiting during the summer months was slightly less popular compared to 2022, with an increase in visitation during spring.
• Satisfaction with the Welsh tourism experience in 2023 remained stable, with nearly 4 in 5 trip-takers rating their trip as 'Excellent’. 
• Nearly 3 in 10 trip-takers reported that Visit Wales communications had swayed their decision to visit in 2023. Additionally, nearly 3 in 10 stated that they had been influenced to visit Wales outside of the summer season.
• Nearly three quarters of enquirers reported that they would probably or definitely visit Wales in 2024. Reflecting positive visitor experience, nearly 9 in 10 2023 trip-takers stated they would return in 2024.

Germany report

• Just under a quarter of enquirers took a holiday or short break to Wales in 2023, an increase from 2022.
• The summer months were the most popular time to visit Wales in 2023, although visitation rates were lower in August and September, compared to 2022.
• 85% of trip-takers rated their experience of visiting Wales in 2023 as ‘Excellent’, a slight decrease compared to 2022.
• Around 3 in 10 trip-takers reported that Visit Wales communications had swayed their decision to visit in 2023, with 36% stating that they had been influenced to visit a part of Wales that they hadn’t been to before.
• Just over 3 in 10 enquirers reported that they would probably or definitely visit Wales in 2024, with this figure rising to just under half among those who visited in 2023.