Wales has a deeply connected but under-engaged global diaspora community which presents a significant strategic opportunity for the next Welsh Government, a new report suggests.
GlobalWelsh’s latest research report, My Wales Now 2026, draws on a survey of hundreds of Welsh diaspora members who visited Wales between December 2025 and April 2026.
Key findings from the report include:
- Deep Emotional Connection: 56% of respondents feel more connected to Wales than to their current country of residence.
- Frequent Returners: 75% return to Wales more than once a year, primarily driven by family ties (72.93%).
- Strengthening Identity: 41% state their sense of connection to Wales has intensified since leaving.
- Economic Engagement Gap: Only 9.27% of visits are for business or work-related purposes.
- Infrastructure Concerns: Nearly half (49%) viewed services in Wales as worse than in their home country, with specific concerns cited regarding neglected infrastructure and declining town centres.
- Investment Barriers: Only 36% currently view Wales as an attractive place for investment.
The sample included 401 responses, 66% male and 32% female, and was balanced across all age brackets. Approximately two-thirds of respondents were living outside the UK.
Visits to Wales were overwhelmingly driven by personal and relational ties, the survey suggested, with family visits accounting for 72.93% of responses, far exceeding all other categories.
Holiday or leisure travel (21.55%) and attending special events (12.03%) played a secondary but still notable role, the researchers said. They noted that economic motivations appeared more limited, with only 9.27% visiting for business or work-related purposes.
GlobalWelsh said it believes the diaspora must be moved from a cultural asset to an economic and strategic one.
Dr. Sarah Louisa Birchley, GlobalWelsh board member and diaspora researcher, said:
“The challenge for Wales is not to create connection, but to convert existing connection into meaningful economic, social, and civic participation. This report, and other research we’ve conducted including our ‘Brain Drain to Brain Gain’ report, shows us very clearly that the Welsh diaspora network is ready to engage, but they need clearer pathways and a stronger economic proposition from our leaders.”
Walter May, GlobalWelsh CEO, said:
“The findings of our research are clear: the next Welsh Government has a profound opportunity to unlock an enormous and continuously growing source of economic power for our small nation. I have faith that with the right leadership Wales can make real transformational moves during the next government.”
