Events Tourism Still Has Untapped Potential

Events tourism has become a cornerstone of Cardiff’s hospitality scene, and there’s every reason to be optimistic about its continued growth.  

For hotels like The Parkgate, located right next to the Principality Stadium, the benefits are undeniable. Rugby matches during the Six Nations, major concerts, and other high-profile events draw thousands to the city, filling hotels, restaurants, and bars to capacity. But while these events already bring significant economic gains, I believe there’s a much greater opportunity waiting to be seized. 

One of the key strengths of events tourism is its ability to create short breaks for visitors. Concerts and matches attract people from across the UK and beyond, with many choosing to extend their stay, booking accommodation, and enjoying Cardiff’s vibrant food and drink scene. These aren’t just one-off visits; we often see guests returning throughout the year, building a loyal customer base. This level of repeat business is crucial for the hospitality sector, as it provides stability and supports staff with additional hours during busy periods. 

However, the challenge lies in the seasonal nature of these events. They often come in bursts, leaving quieter periods in between. Ideally, we’d like to see major events spread more evenly across the year. A steadier flow of activity would allow businesses like ours to maintain a more consistent level of trade and provide even more opportunities for our team.  

That said, Cardiff’s growing reputation as a top-tier events city is something we all celebrate. It’s a huge asset to the local economy, and the ripple effects are felt far beyond the city centre. Hotels as far as 50 miles away are already fully booked for upcoming concerts like Oasis, which is an encouraging sign of the demand these events generate. 

But there’s an even bigger opportunity within events tourism that I believe is underutilised: corporate engagement. Sporting fixtures, particularly Six Nations matches, and high-profile concerts attract a significant number of corporate clients. These are businesses that value premium hospitality and often bring key stakeholders to enjoy the experience. The potential to engage these businesses further – by offering high-quality meeting spaces, conferences, and networking events at venues like ours – is a real opportunity for growth. 

At The Parkgate, we’ve recognised this potential and invested heavily in our facilities, including the addition of a new boardroom to meet demand. Our aim is to position ourselves as a destination not only for leisure stays but also for business events. This aligns perfectly with the larger events hosted in the city. A corporate group attending a rugby match, for example, could just as easily spend the morning in a strategy meeting or conference at a nearby venue. It’s about demonstrating that Cardiff’s hospitality sector can provide the full package: premium accommodation, excellent food and drink, and versatile spaces for business needs. 

Of course, this isn’t just about individual venues; it’s about showcasing Wales as a whole. We’re fortunate to have incredible facilities across the region, from the ICC Wales in Newport to independent hotels and venues with unique character. Collaboration is key. By working together and promoting what Wales has to offer, we can make the case for businesses to bring their conferences, away days, and team-building activities to our region. 

For our part, we’re attending trade shows and reaching out to agencies and clients to ensure they see the value in what we offer. The feedback so far has been positive, and it’s encouraging to see growing interest in combining business with leisure in this way. 

Events tourism is already a powerhouse for the Welsh economy, but its potential is far from fully realised. The enthusiasm is there, the facilities are ready – this is a real growth opportunity for hospitality.