North Wales saw a huge rise in tourism this Summer with one of the sharpest spikes in demand for online searches, hotels and accommodation take up and over all takings.
With World Tourism Day on Sunday 27th September, Businesses across North Wales are reflecting on the 2026 Summer and how tourism supports local people, local jobs and local businesses.
Denbighshire has seen a huge increase in tourism since the rise of ‘staycations' with DLL having a hugely successful summer on the coast at their waterpark attraction SC2, Rhyl Pavilion theatre and outdoor 1891 terrace and Nova Prestatyn Beach Hut seeing sold out sessions.
Jamie Groves, MD of DLL, explained that Tourism is a vital driver of the local economy, supporting jobs, businesses and supply chains while bringing valuable spending into communities across North Wales.
Jamie said:
“Tourism isn't just important for us as DLL, it's incredibly important for the economy. It's about supporting the wider economy and the network of local suppliers, businesses, retailers and hospitality providers that help keep our communities thriving. By spending heavily with local suppliers across North Wales, we are committed to keeping money within the local economy and supporting the businesses and communities that are so vital to the region. This has a direct impact on local jobs, employment and the wider supply chain, helping businesses, particularly smaller and micro businesses, navigate the winter months.”
Jim Jones, CEO, North Wales Tourism, explained that the fantastic weather cut both ways for tourism businesses across North Wales, with sustained heat driving outdoor and hospitality spend but reducing footfall at indoor attractions. Jim noted the hot summer lifted operators “from the depths of despondency” after a slow, apprehensive start to the season, with early bookings hit by rising energy and employment costs and the Welsh Government's 182 day holiday let booking policy.
May Bank Holiday transaction data from ‘SumUp' and wider season indicators showed North Wales saw a rise of +73% on takings from last year, almost three times the UK national average increase of 24%. Every UK “staycation hotspot” tracked by SumUp beat the national average, but North Wales's swing was among the sharpest. Cafes and restaurants saw a rise of +126% on their overall taking for on 2025.
Google Trends: UK “staycation” search interest nearly doubled year on year to May 2026, reinforcing the transaction data. SumUp attributes the shift to rising international travel costs pushing visitors toward domestic breaks and squeezed household budgets.
Jim Jones said:
“Tourism is the heartbeat of North Wales. It supports local jobs, backs independent businesses and keeps our communities vibrant all year round, while giving visitors a genuine experience of our landscapes, culture and welcome. When tourism is done well, everyone benefits: residents enjoy thriving towns, better amenities and a strong sense of pride in place, and visitors leave with memories that bring them back. This World Tourism Day, we celebrate everyone who makes North Wales such a special place to live in and visit.”
Jamie added:
“It's been a fantastic Summer at DLL, we want to thank every single person and family who stepped through our doors. With the incredible weather contributing to the amount of people visiting our wonderful towns and attractions, it has been fantastic to see so many people making memories with us. Whilst these are great figures, we can't get complacent, DLL are committed to ensuring both residents and visitors to Denbighshire can enjoy our attractions all year around. Tourism is the biggest economic driver for our County, and it is important we keep investing to support continued growth. Throughout the winter months and spring, we need to focus on supporting our local residents. We have local loyalty discounts throughout Autumn and Winter to ensure residents can enjoy the attractions and facilities all year around.”
