Let’s Shape the Future. Working in partnership to reconstruct a resilient future for the visitor economy in .

Tenby, Pembrokeshire Version: March 2021 Contents.

Delivering together 3 About this plan 11

Engaging the sector 4 8 essential themes 12 - 1. Supporting business. Introduction 5 - 2. Valuing people. - 3. Reopening safely. The importance of our sector to the new economy 6 - 4. Rebuilding consumer confidence. - 5. Stimulating and managing demand. A look back over the last year 7 - 6. Developing local visitor economies. - 7. Transforming the sector to be more resilient. The road to recovery 8 - 8. Developing tailored recovery plans.

Insights: our sector 9 Measuring success 28 Insights: our visitors 10

Let’s Shape the Future. A shared plan for recovery. Elan Valley, Mid Wales 2 Delivering Together. Welsh Government. This Welsh Government is on the side of This plan is for all of us. Taking this plan forward. people in Wales. We are striving for a more is the team within Welsh To underpin governance and drive forward prosperous, equal and greener nation. Government that is responsible for the delivery of the outline interventions covered A more prosperous Wales means creating development and promotion of the visitor in this plan, it is recommended that a new task a thriving, socially-just economy, which economy in Wales. Our role is to support & finish group is established. It is proposed benefits everyone fairly and tackles the and enable partners to grow our sector for that this group oversees the development of causes of poverty. the future. an accompanying Action Plan that will act as a An equal Wales means delivering better public living document, providing more detail around While this plan has been produced by services, helping everyone who needs them, the interventions and addressing the ‘who’ Visit Wales, we are just one of a number of when they need them, where they need them. and ‘how’ these will be delivered. The Action partners with a part to play in delivering these Plan will be updated on an ongoing basis and A greener Wales means creating a truly goals. This plan is based on a framework will continue to evolve in line with the pace sustainable nation, where resources are of essential themes, around which short to of recovery of areas of the sector, and in the managed for the common good, and medium-term interventions will be developed context of scientific evidence and government protected for the future. It means harnessing to support the recovery of the sector. It sets advice. This proposed task & finish group will the power of Wales' natural environment and out clearly the priorities for reconstructing play an important role in ensuring frequent exploiting the potential of new technologies. a resilient future for tourism, hospitality and engagement and communication with key events businesses across Wales. We will use all of our devolved powers stakeholders around delivery of the plan: to make our nation flourish. And we will from Welsh Ministers and Welsh Government unleash the talents of everyone in Wales officials, to stakeholder partners, industry so that we thrive together. This government bodies, unions and businesses. will make decisions in the interests of all people, in all parts of Wales, for this and for future generations. Rydym yn adeiladu Cymru fel gwlad hyderus ac agored, gyda diwylliant cryf, dwyieithog a chroesawgar. We will use every day we have, and every lever we have, to make Wales a more equal, fair and just society.

Let’s Shape the Future. A shared plan for recovery. 3 Engaging the sector.

As part of Welsh Government and custodian In particular, the Tourism Taskforce and Although the visitor economy in Wales is a of the Cymru Wales nation brand, Visit Wales Hospitality Stakeholder Group, formed as wholly devolved area, VisitBritain and the works closely with other areas of its Culture, short life COVID-19 working groups to provide UK Government will play an important role Welcome Sport and Tourism group, and more broadly independent recommendations for Welsh in working with us to deliver this recovery to Wales: Priorities for the visitor economy across Welsh Government to help grow the Ministers, play an important role in ensuring plan. It will also be important for the visitor 2020 – 2025. visitor economy for the good of Wales. But open channels of communication between economy to remain high on the agenda of we also depend on tourism and hospitality Government and the industry. the new political administration. businesses, local authorities, trade bodies A number of other groups have also been This plan acts as a bridge towards our and other stakeholders to work with us to instrumental in shaping this plan, from the strategic plan for the future: ‘Welcome to grow this sector. Regional Tourism Fora, Event Wales Industry Wales: Priorities for the visitor economy Church Doors Cove, Pembrokeshire Version: January 2020 As such, we have not developed this plan Advisory Group, the Business Events, 2020-2025’. Although it was published in alone. It has been informed by wide-ranging Travel Trade Stakeholders, and Wedding February 2020, shortly before Wales went conversations with the industry. Throughout Stakeholder Group. into national lockdown, it still provides a Given the uncertain path to recovery for the pandemic, strong communication long-term sense of direction, setting out the industry, this plan will evolve. We must channels have been forged between Welsh priorities and actions that will become maintain on-going dialogue with our partners Government and stakeholders representing increasingly relevant as the tourism industry – and actively listen to our visitors and the sector – and more broadly, between bounces back. stakeholders. local governments, business networks and surrounding communities.

Let’s Shape the Future. A shared plan for recovery. Hay Bluff, Mid Wales 4 Introduction.

Croeso. Despite extensive Welsh Government and A careful balance and responsible tourism UK Government financial interventions, the will be core to this – working with local The visitor economy in Wales has been recovery of this sector is not going to be easy. communities and destination partners is severely affected by the COVID-19 Many businesses will be struggling; low on crucial as we look to rebuild the sector, pandemic. Our tourism, hospitality and cash, needing to restock, facing critical supply allowing locals and visitors to coexist and events businesses have faced extreme chain problems, reduced staff numbers and ensure the Welsh welcome is at the heart challenges from the start. Restrictions to stop low in confidence – but there is cause for of the visitor experience. the spread of coronavirus have meant that hope. This is our opportunity to tackle many of usually bustling hotels, wedding venues, the long-standing barriers to the industry such caravan parks, bars, cafes, restaurants, visitor as seasonality, staff shortages and skills. It is attractions, major events and business supply our ambition to help business owners, those chains that stretch from the mountains of employed in the sector and local communities to the sandy shorelines of the that rely on the visitor economy to flourish Gower Peninsula have suffered devastating once more. losses to custom and anticipated income.

Let’s Shape the Future. A shared plan for recovery. Good Life Festival at Hawarden, Flintshire 5 The importance of our sector to the new economy.

From outstanding areas of natural beauty Economy. Places and communities. Health and wellbeing. to vibrant cultures and a rich heritage, the 11.8% of the workforce in Wales is employed At the heart of rebuilding the industry are With the closure of non-essential businesses visitor economy in Wales is vital. It creates in tourism. Prior to the pandemic, it was one its people – and our sector will play an and stay-at-home restrictions imposed, many jobs and boosts local economies, providing of the country’s fastest growing industries. integral part in regenerating high streets and people in the tourism industry have been vital employment within tourism, hospitality Tourism benefits many rural Welsh-speaking communities across Wales. While our long- badly affected. There are increasing concerns and events sectors, and also across a range areas as the main driver of the economy and term strategy is to invest in strengthening about the stress and mental health toll of of other sectors and supply chains. It also source of employment. Tourism employs tourism communities and building integrated the pandemic on individuals working in this plays an important role in supporting local higher proportions of underrepresented place-making programmes in key tourism sector. Improving the wellbeing of everyone communities and improving the health groups such as Black, Asian and Minority locations in Wales, the support of local in Wales is the mission which drives our and wellbeing of visitors. Our industry Ethnic workers than average. residents through these challenging times is government’s approach to the economy. enriches lives – and influences how Wales essential. As Wales opens up, we must create By using the principles of the Wellbeing is perceived across the world. The new ‘Economic Recovery & a careful balance that is good for both local of Future Generations Act, we will work Reconstruction Mission’ focuses on an communities and our valued visitors from together to support the sector towards important route to Welsh economic recovery, across Britain and beyond. economic recovery. building on the foundations of ‘Prosperity for All: The Economic Action Plan’. Tourism has a significant role to play in supporting the delivery of these plans. Our industry will also play a key role in delivering the International Strategy for Wales. As global markets reopen, the sector has the chance to influence and project Wales’ reputation around the world as a country of beauty, vibrancy and resilience.

Let’s Shape the Future. A shared plan for recovery. 6 A look back over the last year.

Lockdowns, social distancing and shutting Adaptability. Public behaviour. Communities. non-essential businesses have all helped Last year many businesses adapted their While the brief reopening of the sector As lockdown lifted last summer, visitors stop the spread of this horrendous virus. premises to prioritise staff and customers’ was welcomed by businesses, littering, were warmly welcomed back to Wales. While restrictions designed to keep Wales safety. Managing social distancing is now the fly camping and illegal parking at tourism However, this led to concerns around some safe have had a devastating impact on ‘new normal’ for businesses across the sector. hotspots all increased, causing issues for communities being overwhelmed with visitors. the visitor economy, businesses have Other processes have also been established local communities. In response, Visit Wales Tourism and visitors are part of the . demonstrated incredible resilience and as parts of business operations; from launched the Addo “promise” tourism A careful balance is needed to ensure tourism innovation. During the brief reopening of collecting customer details to support contact campaign to promote responsible behaviour is not only good for visitors – but good for the sector last summer, there was healthy tracing, to managing the number of customers when visiting Wales. the economy, the people and communities demand for travel within Wales and from in a setting, conducting risk assessments of Wales. across the UK. But there are a number of Local infrastructure. and implementing rigorous cleaning regimes. lessons that can be learnt by looking back Clear guidance and staff training were Partial reopening of the sector presented over the last year, some examples of which essential for businesses. some key challenges, highlighting important are provided as follows: interdependencies at a local level. For Communication networks. example, with some car parks closed, others Establishing strong communication networks nearby were quickly overwhelmed. In order with stakeholders helped in shaping to help alleviate these problems, future messaging, campaign development, wider consideration will look at how to support activity and the collective nature of this plan. local infrastructure. The Visit Wales news bulletins also proved an important communication tool for the wider industry. We saw businesses come together to help their local communities to problem- solve and innovate – and this sense of purpose is something we do not want to lose.

Let’s Shape the Future. A shared plan for recovery. Llangennith, West Wales 7 The road to recovery.

Much has changed since restrictions were first imposed on our lives last year. Although the vaccination In order to reopen safely, it is acknowledged that the industry needs sufficient time to plan. Throughout rollout offers hope for a normal life, we have seen the emergence of new coronavirus variants in the the pandemic a close working relationship between Welsh Government and various stakeholder UK. We are all learning how to live with this virus. groups representing the industry has been key. Currently, Welsh Government’s Coronavirus Control Plan sets out four alert levels for easing Although the all-Wales measures are unlikely to focus on specific dates, early signals will be provided restrictions. To assess the impact of moving between levels, a cautious approach is required. to these groups regarding the potential easing of restrictions in advance. This enables Welsh Government to witness any effects of previous relaxations. Any interventions in this plan will be rolled out in parallel with any changes in the Coronavirus Decisions to reopen parts of the sector will be considered if there is enough headroom available to Control Plan. make further changes, while keeping the virus under control. At a time when the visitor economy also faces a number of broader challenges – from a global Wherever possible, a UK-wide framework will be taken – but Welsh Ministers will make independent recession, changing travel attitudes, long-term impact on major events and the night-time economy decisions if needed, guided by public health data, not dates. and further coronavirus outbreaks – it is important that businesses stay flexible, adapting to rapidly changing circumstances. It could be some time before pre-pandemic visitor levels return. As such, the road to recovery for our sector remains uncertain.

Let’s Shape the Future. A shared plan for recovery. Stwlan Dam, 8 Insights: our sector.

In 2019, spending on totalled £5.97 billion and the industry employed 149,600 people in Wales, totalling 11.8% of the workforce, of which, 122,400 people, 9.6% of total employment in Wales, worked in hospitality.

2019 saw: Indicative 2020 performance: Furlough (UK-level figures)

– 10,698,000 overnight – Hotel occupancy rates – As of January 2021 domestic GB trips to Wales down 20% over course of 56,800 Accommodation – an increase of 6.8% and 2020, but only down 8% and Food Services, and generating expenditure of in August. Arts, Entertainment and £2,003 million. Recreation workers in – Occupancy in August Wales were on furlough. – 87,300,000 day visits 2020 was 90%, with many Across the UK, over half in Wales – a decrease people making bookings of all workers in these of 8.8%. These visits once lockdown restrictions industries were on generated expenditure were lifted. However, in furlough, compared to of £3,447 million. September, occupancy was 16% of workers across all the highest it had been – 1,023,000 international trips industries in the UK, and over the last three years to Wales – an increase of 14% in Wales. at 82% – 14 percentage 3.6%. Visitor spending was points higher than the £515 million, which was an previous year. 18.8% increase on the same time last year.

97% of tourism businesses in Wales reported a loss in revenue for 2020, with nearly half (49%) reporting losses between £10,000 and £50,000. Other business impacts of COVID-19 reported by businesses in February 2021 have included: – Stress for owners – 48% – Inability to plan ahead – 42% – Loss of own savings – 19%

Let’s Shape the Future. A shared plan for recovery. Strumble Head Lighthouse, Pembrokeshire 9 Insights: our visitors.

Forecasting at this time is difficult. Given We will continue to examine data from the fast-moving situation and the unique surveys and other sources to understand From a consumer perspective, the proportion COVID-19 has accelerated some pre-existing circumstances of the pandemic, the outlook consumers’ intent to take holidays within the of UK adults intending on taking a trip at key travel trends but also created shifts in and consumer intent can change daily. U.K – and abroad. Consumer behaviour has periods are currently: consumer values and lifestyles. Rural-based changed rapidly in the last 12 months. It is holidays, cultural excursions and camping trips However, we know that international travel critical that we understand shifting consumer are likely to remain popular in 2021. will be slower to recover, and that short-haul sentiment to underpin the implementation of is expected to recover faster than long the actions in this plan. – 13% between April and June The key barriers to travel confidence are: haul. VisitBritain’s internal forecasts have suggested international visits to Wales in 2021 While we expect domestic tourism and – 27% between July and September – Restrictions from Government (59%) may decline by 72%, compared to figures in ‘staycations’ to partially recover during 2021 – 20% from October onwards – A view that it is irresponsible to travel (48%) 2019 which stood at 1,023,000. Spend is likely once restrictions are eased, this is still likely to decline by a similar amount. to be well below 2019 levels. – 34% are not intending to take any – Fewer places to eat out/drink (41%) domestic overnight trips at all Other factors could prevent inbound tourism Recent findings from the Tourism Business from recovering to pre-COVID levels, even Barometer showed that of those businesses beyond 2021. These include the economic currently taking forward bookings for 2021, However, there is likely to be high demand situation in each market, rising unemployment 67% report having fewer bookings than they for staycations in summer 2021, following and potential fiscal tightening and new would normally have at this time of year, disrupted travel plans in 2020 and early 2021. behavioural habits affecting leisure and with the majority stating that people remain Last-minute bookings may accelerate, with business travel, and a predicted slower cautious about booking. 35% of those intending to take a summer recovery of international tourism. break booking nearer the time.

Let’s Shape the Future. A shared plan for recovery. Harlech, 10 About this plan.

This plan has been developed through conversations with our industry and wider Objectives. Assumptions. stakeholders – building a clear picture of the The shared objectives of this plan are to: While developing this plan, the following challenges businesses currently face and assumptions have been made: are expected to encounter. It has relied on – Understand the pressures affecting important research and insights from long- businesses by using key research – COVID-19 will have a cyclical rather term trends shaping global tourism, the way and insights. than structural impact on consumer behaviour, except at the margins. For people travel and how visitor expectations are – Ease cash flow challenges affecting example, deciding not to fly or travel likely to evolve. It is also based on in-depth the industry through interventions to business meetings. analysis of the current performance of the delivered as a result of this plan and sector and its future recovery prospects. consider longer-term financial levers. – Domestic tourism is likely to surge as restrictions are eased. Key to successful delivery of this plan will – Retain, develop and attract a skilled, be an ability to Communicate, Collaborate, committed and diverse workforce. – Tourism in coastal and rural areas and Innovate. across Wales are likely to bounce – Future-proof the sector – including back stronger than cities – as seen business resilience, sustainability and last summer. profitability for the longer-term. – International tourism will take longer – Rebuild an engaged, sustainable and to recover and is dependent on many vibrant sector. variable factors including the rollout – Promote Wales in the UK and beyond of vaccines. as a distinctive place to visit, launching – Short-haul travel is expected to recover new products, experiences and events faster than long-haul. in line with the Cymru Wales brand. – Improve the wider economic wellbeing of Wales, driving prosperity and sustainability.

Let’s Shape the Future. A shared plan for recovery. Glanusk Estate, Mid Wales 11 8 essential themes.

This plan has been built on eight essential themes, around which interventions have been designed Although there are wide ranging interests regarding recovery, we must work together to recover the to support the sector through short to medium-term recovery. domestic market within the next six months to pre-COVID levels, and bring back international visitors to pre-COVID levels within at least 2 years. Clear lines of responsibility will need to be established across Our core themes are: the public and private sector to determine how the proposed interventions will be shaped. Our guiding principles to prioritise the type of intervention will be whether they are: 1. Supporting business. – Critical to the sector’s survival over the next six to 12 months. – Essential to business survival and guaranteed employment. 2. Valuing people. – Important in helping businesses to become agile, flexible and resilient. – Relevant for the longer-term and establishing an operating environment that addresses external challenges, drives high inclusive growth, enhances local infrastructure and supports transition to 3. Reopening safely. a low carbon economy. The types of interventions detailed in this plan represent the views of a range of stakeholders and 4. Rebuilding consumer confidence. businesses across the sector. They demonstrate that a significant level of investment in support may be needed – beyond the public sector. If support is provided in the right way, tourism will generate very significant returns to the economy and local communities. While our overall vision for the future of the industry is set out in Welcome to Wales: Priorities for the Visitor Economy, the pandemic has forced 5. Stimulating and managing demand. our sector to adapt.

6. Developing local visitor economies.

7. Transforming the sector to be more resilient.

8. Developing tailored recovery plans.

Let’s Shape the Future. A shared plan for recovery. 12 1. Supporting business.

Wales has a lot to offer. With the right help, our industry will recover. The unprecedented levels of financial and business support from Welsh Government and UK Government for our industry should be seen as an important investment in the future Welsh economy – and long-term prosperity of Wales.

Interventions

Welsh Government compensatory funding. Welsh Government recovery funding. UK financial levers. Equality of support. While Welsh Government and its delivery partners Ongoing market-readiness support to invest Engagement will still be required with UK A key priority will be to ensure equality and have facilitated rapid and effective access in skills, technology and innovation are likely Government to continue to provide the necessary inclusion for Black, Asian, and Minority Ethnic to COVID-19 financial compensatory support to also be required to kick-start the reopening, funding in order to ensure the healthy recovery of Workers across the sector through support packages throughout the pandemic, additional recovery and future-proofing of the sector. the visitor economy in Wales. Influencing the role provision. Consideration will also be given financial interventions are likely to be required to Capital funding will be required to realise of the UK Government in supporting the sector towards potential future support for any help particular areas of the sector and businesses important infrastructure developments to remains remains a key priority over the weeks businesses that may not have been eligible most affected by COVID-19 restrictions over a ensure the on-going competitiveness of the and months ahead. for financial help to date. This will include sustained period of time. sector, and destination management and identifying the need for targeted support for marketing funding are also likely to be required small operators, freelancers and businesses to develop interventions to balance the spread whose longer-term revenues have been of visitors in line with tourism infrastructure to severely affected by the pandemic. ensure a positive impact on communities.

Let’s Shape the Future. A shared plan for recovery. 13 1. Supporting business. Interventions

Mental Health & Wellbeing. Scenario planning. Communications. Staffing problems, keeping To address the upcoming Effective communication customers safe and an challenges of 2021, businesses is needed to ensure that uncertainty over whether will need scenario planning businesses are aware of and trading will resume have all support and guidance. can access continued support placed unique pressures on Developing flexible strategies from the government. tourism, hospitality and events will be important for business businesses and their staff. recovery. Sector-specific mental health and wellbeing support for workers has been identified as a priority.

Let’s Shape the Future. A shared plan for recovery. Coasteering, Church Doors Cove 14 2. Valuing people.

Tourism, hospitality and events businesses provide vital jobs to communities across Wales – As the sector recovers, restrictions over hiring EU nationals may also mean that businesses in remote particularly in rural areas. Pre-COVID, there were skill shortages in key areas of the sector as areas are faced with further recruitment problems. A clear picture will not emerge until the sector businesses found it difficult to recruit and retain staff and the pandemic has not helped this re-opens and research is undertaken to determine the impact the pandemic has had on recruitment, growing problem. Without support to employ the right people, the sector could suffer further. retention and skills.

Interventions

Collaboration. Evidence-based decision Staff recruitment. Staff retention. making. A collaborative approach between Welsh Government, Wales It is acknowledged that there is As restrictions are lifted, businesses are likely to need help in Tourism and Hospitality Skills Partnership and unions will be required The Skills Partnership will a need to attract people back making the right decisions – especially regarding furlough in order to address skills shortages. The aim of the Skills Partnership is to gather evidence-based to work in this industry and to to maximise employee retention. Increased job satisfaction and address short, medium and long-term issues relating to recruitment, research and information. ensure they understand the high morale amongst employees will lead to greater retention training and retaining staff in the sector – and to propose solutions It will identify issues and rewarding career opportunities of staff. For some, their operations will not return for some time; to the relevant agencies. Businesses will also need to work together concerns from the industry it provides. retaining staff skills in the sector to serve other visitors in the interim to access funding, training for their staff and sharing knowledge. regarding skills shortages and by diversifying could be an opportunity, within their locality. For propose solutions to Welsh example using guides and operators to provide new experiences Government, Regional Learning and local product/destination training. and Skills Partnerships and other stakeholders. It will also provide information on recruitment, training provision, funding and best practice.

Let’s Shape the Future. A shared plan for recovery. 15 2. Valuing people. Interventions

Staff training. Working conditions. Employers will need to allow Employers will need to staff who have been on familiarise themselves with any furlough for several months to changes to Welsh Government settle back into work. Training regulations on keeping on making the workplace workplaces COVID-secure for COVID-secure will be required their staff and visitors, and staff – as well as digital and will need to be made aware innovation skills to support of the need for a specific future businesses. COVID-19 risk assessment. Businesses will also require support to enable them to commit to strategies that maximise local employment opportunities, built on fair work principles.

Let’s Shape the Future. A shared plan for recovery. Raglan Castle 16 3. Reopening safely.

To ensure the safe reopening of the sector, close consultation between Welsh Government, local authorities and bodies representing the sector and its workers will be needed. Clear lines of communication regarding safety measures for businesses must be put in place.

Interventions

Consultation. Communications to and between businesses. Destination management and safety. Safety mitigations. Ongoing consultation between Welsh Businesses must familiarise themselves fully with From police border controls, effective traffic Businesses need to be fully informed on the Government and industry stakeholders any changes to Welsh Government regulations management, access to adequate toilet facilities latest COVID-19 regulations and conduct and will ensure sufficient notice as possible is and guidance to keep tourism, hospitality and and managing bottlenecks around tourism regularly review their specific COVID-19 risk provided to the sector to enable preparation events settings safe. Timely, clear and effective hotspots, joined up destination management assessment to ensure they keep their premises for reopening. For example, coach and tour communications will be needed from Welsh plans will be required to reduce the negative safe for staff and visitors, while continued operators require at least 8 weeks notice to avoid Government, local authorities and industry impact that reopening the sector may have on monitoring of venues will be required to ensure significant delays to operations. Engagement bodies. Consistency also needs considering e.g. local communities and infrastructure. Having compliance. More businesses will be encouraged with unions will also be required to ensure the if group sizes are to be limited, this needs to quality information available and accessible to sign up to the “We’re Good to Go” industry needs of employees are met as they return be decided, promoted and enforced from day on what is open for individuals and groups standard, signalling that a company has adhered to work. Clear channels of communication one. Businesses will need to gear up quickly to and practicalities e.g. car and coach parking, to Government and industry guidelines. This between Welsh Government, local authorities respond to interest and enquiries. drop-offs, etc. is needed in the light of changed UK wide scheme, in place since July 2020, and destination partners will be important in operations and urban environments. is now also recognised internationally by the understanding the potential impacts that easing World Travel and Tourism Council (WTTC) for restrictions will have on local infrastructure. its international global standardised health and hygiene protocols and its role in supporting the recovery of the UK tourism sector.

Let’s Shape the Future. A shared plan for recovery. 17 3. Reopening safely. Interventions

Industry collaboration. National-led communications. Local-led communications. Cross-border communications. The successful reopening of the sector will To keep the sector open and safe, Visit Wales Communication at a local and regional level will As travel restrictions are lifted, extensive require a collaborative approach. This will create will implement a sustained ‘Addo’ – Promise also play a key role in influencing where and cross-border communications explaining any a forum where businesses are able to share best behavioural campaign to mitigate anti-social when people visit and explaining any differences differences in regulations between and practice ensuring safe business operations and behaviour whilst welcoming visitors back. between restrictions in Wales and other areas Wales will be required as they affect tourism. This know how and so that businesses know where to This campaign, which was welcomed by of the UK. Consumers will be encouraged to includes engagement with ethnic minority groups seek support. Working together to enable all parts consumers and the industry during the brief plan ahead and demonstrate responsible public to overcome any language barriers. Providing of the sector will be key – especially attractions, reopening of the sector last year, provides a behaviour when visiting. Communication will also clear advance booking information – especially smaller hospitality businesses and other real opportunity for collaboration across the be needed to reassure customers and local host for travel trade business which operates cross- experiences. This will ensure that businesses are industry on messaging – and will be used as a communities. Visit Wales will share an 'Addo' border (sometimes with combined England and able to open up as soon as allowed to all visitors ‘preparedness’ campaign during the phases of toolkit with partners to ensure a collaborative and Wales tours) will be needed. (including for group visits), encouraging visitors re-opening, providing an important welcoming consistent approach to communication. to all venues to spread the impact and benefits. message to visitors and an on-going reminder Finding ways of delivering group tours – with throughout the season to keep Wales safe. consistency across multiple attractions/activities – is also needed.

Let’s Shape the Future. A shared plan for recovery. 18 4. Rebuilding consumer confidence.

Staycation bookings are expected to increase as the sector reopens. However, consumer confidence needs to be rebuilt. The population is likely to be split, with many people keen to visit Wales, while others – such as the elderly or vulnerable – more reluctant. Much will depend on the success of the UK vaccination programme and the resistance to any new coronavirus strains.

Interventions

Research & insights. Consumer reassurance. Positive PR and influencers. Sense of Croeso / Welcome. Public transport. Research and insights will be “We’re Good to Go” is the official UK mark to prove a business Influencers and key industry As travel restrictions are lifted, In line with creating a greener required to monitor public has met Government and industry COVID-19 guidelines. This spokespeople will play a Visit Wales and other industry Wales, a collaborative working confidence. Sharing this benchmark will continue to help build consumer confidence by key role in driving consumer partners will work together to relationship with Transport information with the industry showing visitors that businesses are operating safely. Similarly, confidence. We must continue welcome visitors back. While for Wales will be needed to will also enable businesses the ‘Addo’ – Promise campaign will reassure people that a to promote a positive message international tourism is likely to encourage visitors to start to help predict demand and collaborative approach is being taken towards ensuring that tourism, to our audiences that Wales’ take longer to recover, it will be reusing public transport and prepare for the future. hospitality and events settings in Wales are welcoming and safe. tourism and hospitality important to continue to focus reinforce Wales’ credentials as businesses are safe. on building Wales' profile as a an engaged, sustainable and world-class destination. vibrant nation.

Let’s Shape the Future. A shared plan for recovery. 19 4. Rebuilding consumer confidence. Interventions

Destination management and reassurance. Consumers and communities will need reassurance that adequate measures will be put in place to support the return of tourism and potential overcrowding of popular destinations across Wales.

Let’s Shape the Future. A shared plan for recovery. Dylan's, Cricieth, Gwynedd 20 5. Stimulating and managing demand.

As the sector reopens, it is likely there will be high demand for domestic travel. However, given it is anticipated that international tourism will take longer to cover, competition between other UK nations will be intense.

Interventions

Research & insights. Seasonality, Spend and Spread. Cash flow and pricing. Product offer. Regular research conducted by Visit Wales will Targeting the three key challenges of seasonality, While there are some indications that businesses Outdoor attractions and wellbeing experiences need to continue to gauge consumer sentiment spend and spread will help manage demand are anticipating an influx of bookings for are likely to be in high demand when the sector and to help predict a clear sense of future as the sector reopens. In order to develop the the upcoming season, some may be facing reopens. Making products visible is important demand. Using technology and live data to industry, the focus will need to be on encouraging hidden cash flow problems. Vouchers issued when encouraging visitors to spend more in determine a real time picture of visitor demand more people to come to Wales during off-peak to consumers during lockdown are likely to Wales. To reopen the sector safely, audiences will will help to identify where the focus needs to be periods (Seasonality), encouraging visitors to be redeemed as the sector reopens. Potential be encouraged to discover new places. Initiatives in terms of managing capacity and demand. spend longer and spend more in Wales (Spend) interventions may also be required to encourage such as The Wales Way tourism route will help and helping people discover new tourism-ready customers to book during off-peak periods consumers identify destinations off the beaten parts of Wales (Spread). to minimise the impact on badly-affected track. Given the anticipated slower recovery of businesses. Businesses will be fed data and international tourism, there will be an opportunity insights to support them in anticipating demand, to focus on tailored experiences to attract new and to provide them with the confidence to domestic audiences to Wales. maintain consistent pricing and avoid radical price hiking or discounting.

Let’s Shape the Future. A shared plan for recovery. 21 5. Stimulating and managing demand. Interventions

Extending the domestic season. Marketing recovery. International markets. Travel trade. Support is likely to be needed towards boosting Visit Wales will develop a phased marketing Although international tourism is not projected Virtual and digital travel trade engagement will bookings during the shoulder seasons (autumn recovery plan with a view to reinvigorating the to fully recover for some time, it will be important continue to identify opportunities for Wales with and winter months). Key to success will be the Year of Outdoors campaign from summer 2021, to keep Wales front of mind and increase UK and international tour operators (including availability of suitable products and memorable increasing awareness and future propensity consideration for when international markets potentially through VisitBritain’s TXGB exchange). experiences. Visit Wales will continue to work with to visit Wales, particularly into autumn and re-open. The award winning Cymru Wales brand Plans for live engagement will need building stakeholders to grow the future of the industry, winter. Visit Wales will also continue to invest and destination marketing campaign approach now, along with interventions for those suppliers helping people to discover Wales, especially in digital platforms to provide enhanced user is already being deployed to re-build Wales’ impacted for the longer-term, but essential during the shoulder seasons. Other ideas that experiences, real-time visitor information and profile internationally, providing an important for Wales to thrive again as an international will be considered include extended opening build on our important digital gateway for foundation for on-going work to build Wales’ destination. All businesses need to be ready hours at attractions and encouraging group travel Wales on the world stage. Opportunities will reputation as a world-class visitor destination to to respond to enable this important area of the bookings to avoid peak periods. be provided for sectors, destinations, local attract more international tourists in the future. sector to enjoy a strong year of trading. Bringing and national partners to engage with Visit Beyond Visit Wales' campaigns, maintaining international travel back to Wales as soon as Wales in digitial best practice, the national the relationship with VisitBritain will also be possible safely is critical to recovery – effective campaign and outdoor theme, and to provide important in helping to promote Wales as a input into the Global Travel Taskforce plan and input into the future themed year approach. holiday destination as part of the UK offering. In incoming tourism bodies is essential. the more immediate term, Visit Wales will input into the Global Travel Taskforce, set up at a UK level to provide recommendations for facilitating the return to international travel. This includes conveying the views of the sector in Wales for a return to inbound international tourism.

Let’s Shape the Future. A shared plan for recovery. 22 6. Developing local visitor economies.

Although local-led Destination Management and integrated place-making are featured as long-term It is vital that the structures put in place are adequately funded so that visitors to Wales are warmly priorities in our strategic plan “Welcome to Wales: Priorities for the Visitor Economy 2020-2025”, welcomed. We must build a better, more resilient, future for Wales. developing a clear short-term destination management plan will ensure that the impact of reopening the sector on local infrastructure and communities is minimal.

Interventions

Destination management and working together. Destination marketing. Place-making programmes. Destination management structures. Local authorities, national parks and destination From a marketing perspective, digital marketing Visit Wales will drive forward integrated place- In the longer-term there will be need to support management partners must work together to support will be required for sector groups and making programmes in destinations where improved destination management across Wales manage and distribute resources to reduce the destination management partners to enable them tourism is either the main or a key economic via a reinvigorated structure and Destination impact of tourism on local infrastructures and to maximise their online presence. Together, sector. This will include continuing to work across Management Partnership approach, with a greater communities. Beyond a safe re-opening of the contemporary ways for promoting the regions and Welsh Government and with outside partners emphasis on true public/private working and on sector, a coordinated response will be needed destinations of Wales to new audiences will be to develop truly joined-up place-making and cross-organisational delivery to get the basics to key issues and future opportunities, from explored. A partnership approach to developing visitor experience masterplans, ensuring that right. A destination management conference will addressing visitor management infrastructure stronger and more consistent propositions for the the investment and interest of a wide range be required to design this in practice. and investment needs, to reviewing visitor different places and stories that strengthen Wales' of interventions is brought to bear within each management policy and ensuring effective identity from the perspective of a potential visitor community in a focused and coordinated way, resourcing of public authority capacity at a local will be required; procuring this work from others from transport, heritage and regeneration to level. Success will rely on a clear understanding according to clear briefs. In addition, campaigns public health. around the inter-dependencies and collaboration to promote responsible behaviour in tourism between destination partners and communities at hotspots will be needed to avoid anti-social a local level. behaviour in the future.

Let’s Shape the Future. A shared plan for recovery. 23 7. Transforming the sector to be more resilient.

This is a challenging time for our industry – but businesses can adapt. There have been many A strategic plan for the sector “Welcome to Wales: Priorities for the Visitor Economy 2020-2025” examples witnessed of businesses evolving to take advantage of new technologies and supply was published prior to the pandemic in February 2020, setting out a clear vision for the future of our new markets. industry. However, areas of this plan may need to be revisited to ensure it is relevant post-COVID.

Interventions

Innovation. Investment in digital capability Digital trends. and capacity. To support businesses, a Nowadays far more consumers focus needs to be placed on The digital capability and are searching for holidays or boosting product innovation capacity for businesses booking attractions online – and investment in funding to will be a priority to enable and many small businesses help the sector survive – and businesses to take advantage will need support to improve thrive. This is our opportunity of technology to help improve their online presence. When to secure sector-wide their productivity and agility, it comes to marketing Wales, commitment to reduce Wales’ increase their resilience we must showcase the best carbon footprint and promote and create new market that this nation has to offer sustainable tourism. opportunities in the future. – providing virtual tours and Digital training will also be stories to attract visitors vital for those working in our and make our products industry. Consideration will more visible online. need to be given towards who and how this will be resourced.

Let’s Shape the Future. A shared plan for recovery. Wright's Food Emporium, Carmarthenshire 24 8. Developing tailored recovery plans.

The roll-out of this plan is dependent on the Coronavirus Control Plan and Key Interdependencies. Testing. movement between the four alert levels. It Vaccinations. We can now use new testing is anticipated that there will be longer-term technologies in addition to existing As tailored recovery plans are developed impact on some key sub-sectors, particularly lab tests to test at far greater scale, for high risk areas of the sector, there will those involving the free movement of large frequency and speed. Our refreshed be a need to monitor the progress of the groups of people such as major events, testing strategy sets out how we will vaccination rollout, learning how effective business events, the night time economy use lateral flow devices to regularly test they are on any new coronavirus strains and the cruise sector. the asymptomatic workforce across emerging in the UK. This also extends to certain types of sectors to safeguard and maintain businesses within the sector such as The impact on the sector should services. As we open the economy operators of wedding venues, which have population-wide vaccine certification be there are opportunities to support not only depend on long lead times for new introduced will need to be considered. the tourism and hospitality sector bookings, but which also support important In particular, any international travel workforce with regular testing. certification introduced to enable future local supplier ecosystems. The strategy also recognises that it travel will impact on the sector. This could theoretically be possible to enable For key high risk sectors, more includes any potential short-term changes people with a negative test result to comprehensive future-proofing and tailored introduced in this area to act as a bridge undertake activities that might not be recovery plans are likely to be required, to longer-term objectives on delivering possible otherwise. However, the use including advisory groups to put forward a vaccine certification to facilitate travel. range of ideas for how best to accelerate of testing in this way has not been re-opening and recovery. approved by the relevant regulatory bodies and there are potential risks More comprehensive future-proofing and associated with it that need to be better tailored recovery plans will be required understood. We will need to take a for the safe reopening of these high risk very cautious approach and be guided sectors, including advisory groups to put by the evidence. Testing in this way forward a range of ideas for how best to also presents practical and logistical accelerate the recovery of these areas of challenges which means even if possible, the sector. it may not be a viable option in all cases.

Let’s Shape the Future. A shared plan for recovery. Ffwrnes Pizza – Depot, 25 8. Developing tailored recovery plans.

Major events. In line with the relevant Welsh Government Night-time Economy. Despite the UK vaccination programme rolling and UK Government regulations and out at pace, a number of key challenges The events industry in Wales was effectively The night-time economy, heavily reliant guidance – to which the Group will need to are still presented by testing, with rapid flow shut down overnight in March 2020. The on free movement of larger gatherings of contribute – Event Wales will oversee the lateral testing technology not yet proving danger of coronavirus spreading when people, has been hugely affected by the tentative return of selected test events to viable for ‘testing to enable’ scenarios. people gather in large groups, and the COVID-19 crisis. Live performances (from run in Wales during Spring/Summer 2021, if implications of national and international travel musicians to bands, DJ performances, To help rebuild this sector, a collaborative conditions allow. to and from events, means that the sector will comedy ,quizzes and nightclubs) bring approach between Welsh Government also be one of the last to fully reopen. This is as a means of road-testing a route for additional risks in terms of amplified and industry bodies representing the a full programme of events to return safely sound. However, this sector provides an different parts of the night-time economy Nevertheless, a full and vibrant cultural, as soon as possible. It will run alongside important social and cultural role in society will be required to explore measures for business and sporting events programme any additional UK Government/Welsh (particularly for young people) and contributes opening parts of the sector. However it is for Wales is essential. It is argued that Government-deployed funding support for positively to mental health and wellbeing. not anticipated that every venue will be events, above all else, can demonstrate the sector. able to re-open in the immediate future and that Wales is, once again, fully open. In Close consultation over the coming months therefore ongoing consideration will need order to do this safely and effectively, with key stakeholders from the British Bar & to be given to potential financial support. however, the Event Wales team need Pub Association to the Night-time Industry Similar to the Events industry, the aim will be to continue to provide leadership and Association (NTIA) will be required to ensure to work together to identify pilot schemes guidance to the sector in Wales through the safe re-opening of this area of the sector. around which portions of the sector may be the Event Wales Industry Advisory Group Innovation within the sector to ensure these able to open viably while operating within key and its sub-groups established among types of premises are able to adapt will be COVID-19 safety parameters – providing a Sports, Arts and Business stakeholders. key to re-opening. This includes organic risk pathway towards reopening. mitigators such as audiences facing stages to watch entertainment and key safety measures put in place where the 2m social distancing rule is not commercially viable.

Let’s Shape the Future. A shared plan for recovery. Caerphilly Castle, South Wales 26 8. Developing tailored recovery plans.

Travel Trade. – Potential supply chain issues throughout the Cruise. However this collaborative four nation sector may further hamper the successful approach provides strong foundations Domestically, the re-opening of tourism and The early stage of the pandemic gave rise re-start of travel trade business in 2021 for working together to enable the safe hospitality businesses for travel trade/group to high profile outbreak incidents associated and beyond; re-opening and recovery of the sector. travel is expected to mirror the timeframes with the cruise lines, which meant that the This includes consultation with cruise that will apply to all visitors. Travel trade/ – Clear marketing and communications to cruise industry in Wales and the rest of the lines to enable adequate preparation group travel should be possible (as in 2020) ensure the understanding of the Wales offer UK was effectively closed down in mid-March time for re-opening. (A ship typically once travel restrictions are lifted and serviced and any restrictions (especially as operators 2020. During last year, out of 103 cruise calls requires up to 12 weeks to prepare for accommodation and attractions re-open. often will operate across borders) booked for Welsh ports, only one actually service including re crewing and ensuring However, there are key issues with specific called in at Cardiff and the rest of the season Internationally, additional challenges are all protocols and training are in place to impacts on this part of the industry: was cancelled. The impact of the pandemic present e.g. quarantines, and working with a uniformly high standard. It also takes has meant that some lines are now declaring – The minimum 8-week long lead-in time to our industry along with the Global Travel a similar period for critical elements of bankruptcy, with others having sold some of cancel or re-arrange existing bookings, Taskforce, VisitBritain, UKinbound, Coach the shore side supply chain to prepare their fleet in order to survive. and to plan new bookings once re-opening Tourism Council and other bodies will be for a secure return to service). dates are announced; essential to ensure that Wales welcomes As an industry, cruise was worth 10 billion The UK COVID-19 Framework for the international travel trade business as soon in 2019 to the UK economy and supports – The pivotal role of visitor attractions within safe resumption of cruise was published as it is safe to do so. Working closely with an extremely diverse supply chain. Prior the tour and coach holiday offer; if some in September 2020 and is the result of key stakeholders throughout the industry to the pandemic, there was an increase attractions do not re-open or restrict access significant work between the Department will help develop practical plans to address in the number day calls to the UK from – such as to groups – that will create issues of Transport, UK Chamber of Shipping, these issues. 1.1m to 1.7m and this is testament to for operators to honour their advertised Cruise Lines International Association, a collaborative four nation approach tours/holidays; cruise operators and other industry taken to growing the industry. stakeholders and in line with the relevant The danger of coronavirus spreading Welsh Government and UK Government on board a ship and involvement of regulations. This Framework provides passengers travelling to and from European a solid foundation for a re-opening and and international ports, means that the recovery plan for the sector, and for a cruise sector presents a high level of risk phased approach to sailings in line with any and will be one of the last areas of the relevant Welsh Government regulations. visitor economy to be fully operational.

Let’s Shape the Future. A shared plan for recovery. Llanddwyn Island and Newborough, 27 Measuring success.

Our industry has been faced with many Ultimately, the success of this plan will be Success will also be measured in terms of The visitor economy is a people-industry, and challenges during the pandemic. As measured in terms of whether our key whether the right conditions have been put in its success relies on ensuring that everyone vaccinations offer us a life out of lockdown, stakeholders believe the necessary actions place to create resilience within the sector for that engages with it benefits. From visitors, we must now work together to promote Wales have been taken over the next few months the longer-term – and whether we will be in a local residents, and crucially, partners within as a safe place to explore, attracting tourists to help the domestic market recover to pre- position to return to our strategic vision for the the sector itself. This means continuing to from across Britain to holiday in Wales over COVID levels within the next six months, and future “Welcome to Wales: Priorities for the grow the economic benefits of tourism, the next six months. bring back international visitors to pre-COVID Visitor Economy 2020-2025”. hospitality and major events, maximising their levels within at least 2 years. collective contribution to prosperity across Wales, through an industry that has recovered well and is once again performing at its best.

Let’s Shape the Future. A shared plan for recovery. Conwy Castle, North Wales 28 All images © Crown copyright 2021 unless otherwise stated.

© Crown copyright 2021 WG42240 Digital ISBN 978-1-80195-138-8 Mae’r ddogfen yma hefyd ar gael yn Gymraeg / This document is also available in Welsh

Let’s Shape the Future. A shared plan for recovery.