Shining a Light on Wales’ Hospitality & Events Sector in London

As part of Wales Week London, we have been proud to host our first Hospitality & Events Network Wales event outside of Wales. The evening was dedicated to shining a light on one of our nation’s most dynamic and economically significant sectors.

Held at The Ivy Club, sponsored by The Celtic Collection and with drinks provided by Cygnet Gin, the event brought together more than 65 senior leaders across a broad area of the industry. Our guest list was intentionally balanced, with 50 per cent London-based connections and 50 per cent leaders from Wales’ hospitality and events community. The result was exactly what we had hoped for. There was real energy in the room, purposeful conversation and a strong sense that Wales has a compelling story to tell.

Our panel discussion, The Wales Effect: More Than a Destination… A Collaboration, explored how Wales continues to punch above its weight and what we must do to amplify that impact.

We were joined by an outstanding panel: Professor Laura McAllister CBE, UEFA Vice-President; Nick Saunders, founder of DEPOT; Owen Morgan of Bar 44 Group; and Rachel Phillips of The Celtic Collection.

Laura spoke candidly about what she described as a Welsh confidence deficit, a tall poppy tendency to underplay our own achievements. Yet Wales consistently punches above its weight, particularly in sport and major events. Wales succeeds because we lean into what we are good at: authenticity, values and delivery.

However, she challenged us to move faster. Stronger partnership between Welsh Government and UK Government is essential to unlock future growth. She also highlighted that while Wales has a strong commitment to sustainability, we do not promote that strength loudly enough.

Nick reflected on the power of live experiences to create legacy and memories. From grassroots shows to large-scale events, his focus has always been on delivering something that resonates beyond the moment. He highlighted the importance of inspiring the next generation, pointing to the critical role of grassroots venues such as Clwb Ifor Bach in nurturing Welsh talent. He also spoke honestly about the need for greater private sector investment in Cardiff and the importance of speed and agility from government and councils. When public and private sectors collaborate effectively, he said, remarkable outcomes follow.

Owen brought the perspective of frontline hospitality. With venues located close to Cardiff’s Principality Stadium, he sees first-hand how major sporting fixtures transform the capital. On big match days the city comes alive, from block bookings of French tourists to returning Spanish visitors who experienced Cardiff at its best. What drives repeat custom is not simply the scale of the event but the welcome. Friendly staff, referrals, familiarity and comfort all matter. Wales makes people feel at home. That emotional connection is our differentiator.

He also emphasised the importance of collaboration on major event days between hospitality operators, police, councils and city partners to ensure seamless delivery. At the same time, the sector faces real pressures. Macro-economic uncertainty, rising costs and the need for stronger corporate networks within hospitality itself all present challenges. As an industry, we must connect more deliberately and advocate more confidently.

Rachel reinforced Wales’ strength as a business events destination. Representing a portfolio that stretches along the M4 corridor, she spoke about value, quality and distinctiveness. Why choose Wales? Because you get more for your money. Because food and drink are central to the experience, supported by a compelling farm-to-fork story rooted in Welsh produce. Because the landscape adds something that no conference centre alone can replicate. And because when visitors arrive, it feels like coming home.

She called for stronger collaboration when promoting Wales internationally, with more Welsh suppliers represented at international trade shows and a more unified voice overall. Small touches matter. As she reminded us, never underestimate the power of a Welsh cake.

Across the discussion, several themes emerged: collaboration, confidence and connectivity.

Connectivity into Wales, both physical and strategic, remains crucial. Investment decisions depend on it. So too does our ability to attract international visitors and business events. Closer alignment between government, local authorities and the private sector will be key.

At the same time, today’s audiences want more than attendance. They want experience. They want to live like a local. They want sustainability embedded authentically. They want culture, music, landscape and story. Wales has what Owen described as the best larder, alongside a vibrant creative scene. The opportunity lies in presenting it consistently and confidently.

For us, the evening reinforced why we founded Hospitality & Events Network Wales in 2025: to connect senior leaders across hospitality, events, tourism, the public sector and allied industries, and to strengthen the collective voice of a sector that plays a vital role in Wales’ economy and identity.

Taking this conversation to London felt like a natural next step. The energy in the room confirmed that Wales’ story resonates well beyond our borders. Our challenge now is to build on that momentum, collaborate more deeply, move more quickly and speak more boldly.

Wales is exceptional at making people feel welcome. The opportunity ahead is to ensure the world recognises it.