Bold Thinking Can Turn Tourism and Hospitality into Economic Leaders

Economic conditions may be challenging at the moment, but Wales has a golden opportunity to place tourism, hospitality and food and drink at the forefront of our economy.  

These sectors already boast some of the most talented and enthusiastic individuals, running businesses and working at every level within them. Harnessing their power can turn our industry into the economic leader it has the potential to be.    

The challenges facing the sector are real, of course, from cost pressures to workforce issues. But so too are the opportunities. We need to build a sustainable future for our visitor economy, one that prioritises growth, showcases the incredible talent we have, and strengthens Wales’ reputation on the global stage.  

Now is the time for bold thinking and partnership. We need to be using every bit of talent we have to deliver the best solutions for Wales. 

For too long, we’ve seen single-strand strategies coming out of successive governments that don’t address the bigger picture. Bold thinking and collaboration are the way forward. 

The proposed Visitor Levy is a case in point. While the levy is intended to help public bodies manage the demands of visitors, it risks being perceived as a barrier rather than a tool for growth. Visitors should be welcomed, not treated as an obligation. We need to build a sustainable infrastructure that places these sectors as central pillars of the Welsh economy. That means looking at the wider context and working with the industry to find solutions that enhance the visitor experience rather than dampen it. 

For example, the focus of the levy seems misplaced. Eighty per cent of the strain on local services comes from day visitors, yet this group generates far less economic benefit – around £32 per person compared to more than £200 from those staying in serviced accommodation. And yet, it is serviced accommodation that is squarely in the crosshairs of the proposed levy. This is an inefficient approach that takes from one part of the sector to compensate for another.  

What we need instead is a bold, strategic plan that brings together government, industry, and communities to design holistic solutions that work for everyone. 

Collaboration is an essential ingredient for success. Take the events sector, which provides huge economic boosts across Wales each year. If a levy is to be introduced, why not co-design its implementation with this section of our industry? This would ensure it supports, rather than hinders, events that bring significant economic and cultural value to the region. Industry voices must be at the table to help shape policies that will ultimately impact their businesses and their customers. 

The talent and potential we have in Wales are immense. With a population of just 3 million, we have the opportunity to engage every bit of expertise, enthusiasm, and local knowledge to get this right. Let’s not waste that potential with disjointed strategies or missed opportunities.  

Instead, let’s work together to make Wales a byword for tourism, hospitality, food and drink and events – a destination where innovation and ambition lead the way.