Wales’ tourism sector can expect steady demand in 2026 but faces a growing challenge in converting visitor interest into confirmed bookings.

The latest UK Tourism Consumer Tracker Survey: Wales profile report 2025 indicates that seasonal demand for Wales in 2026 is broadly mirroring 2025 levels across spring, summer, autumn and winter, but booking conversion has softened. Fewer people who intend to visit Wales in 2026 have already made arrangements, with a higher share still undecided on their destination than for any other UK nation.