GUEST COLUMN:
Claire Copeman
Co-founder
Adventure Tours UK
Wales has immense potential to become a leading eco-tourism destination.
Despite being overshadowed by Scotland and England in terms of tourist demand, Wales is ripe with opportunity and emerging recognition, especially from international markets like the US.
Wales has been a front-runner in progressive environmental legislation, exemplified by the Wellbeing of Future Generations Act. This act, though pioneering, remains largely underappreciated and underutilised in promoting Wales globally. Leveraging this could significantly enhance Wales's appeal as a forward-thinking, sustainable destination.
Then there are, of course, our natural assets. Our landscape is not just a backdrop for photographs – it's a vital component of our eco-tourism proposition. From the rolling hills of the Brecon Beacons to the rugged coastline of Pembrokeshire, each locale offers unique experiences that cater to eco-conscious travellers.
Added to that, Wales' fabric is woven with small, independent businesses that are inherently aligned with sustainable practices, from sourcing local materials to offering locally produced foods.
However, these small businesses face significant challenges, including economic instability and lack of support. This affects their longevity and, by extension, the consistency of the tourism experience in Wales. Enhanced support for these enterprises is crucial. They are not only the backbone of our local economy but also the front line of innovation in sustainable tourism. Ensuring they have the resources to thrive will provide the stability needed to maintain, if not expand, tourism offerings year-round.
Practical issues, such as limited operational days for local eateries and accommodations, hinder our ability to host tourists consistently. Addressing these gaps is essential for spreading tourism benefits more broadly across the country, avoiding over-concentration in traditional ‘honeypot' locations and distributing economic benefits to lesser-visited areas.
Wales must carve out a distinct identity in the global tourism market. Scotland is known for its landscapes and heritage; England for its historical cities and landmarks. Wales needs to position itself as the eco-tourism hub of the UK, a strategy that has served destinations like Costa Rica exceptionally well. By promoting our commitment to sustainability and unique environmental assets, we can attract those seeking responsible travel experiences.
What's needed, in my opinion, is a cohesive strategy that aligns government support, business innovation and marketing to articulate and amplify Wales's strengths as an eco-tourism destination. This strategy should facilitate better infrastructure, promotional efforts, and international outreach to not just attract tourists but to engage them deeply with our culture and values.
